SOCIAL MEDIA STRATEGY AND MESSAGING Colorado State University Social & Digital Media Team
Meet #CSUSocial Kimberly Stern Director of Social and Digital Media Jen Smith Assistant Director of Social and Digital Media Ashley Manweiler Social and Digital Media Coordinator Chase Baker Social and Digital Media Coordinator
SOCIAL MEDIA STRATEGY BIG PICTURE Mission: What we do Purpose: Why we do it Philosophy: How we do it Goals: What we want to achieve
Mission: Tell the University s stories #CSUSocial Strategy Purpose: We give fans a sense of belonging to fuel their fandom Philosophy: Listen deeply. Share meaningfully. Build community. Goals: Build awareness and loyalty
1 2 3 AUDIENCE Who are you trying to reach? CONTENT What messages/info do you want to share? VOICE What is your brand personality on social?
USER DEMOGRAPHICS Facebook Via Global Media Insight
USER DEMOGRAPHICS Twitter Via Global Media Insight
USER DEMOGRAPHICS Instagram Via Global Media Insight
USER DEMOGRAPHICS Snapchat Via SocialTimes
USER DEMOGRAPHICS LinkedIn Via Global Media Insight
CONTENT IS KING Content Buckets: - People spotlights - News - Events - Pride Points - Feel Good - User Generated Use multimedia assets
VOICE/TONE What s your brand s personality on social? CSU: Authentic, contemporary, fresh, spirited, informative, friendly, clever
FACEBOOK Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. The site is available in 37 different languages.
FACEBOOK USERS Via Global Media Insight
CSU S FACEBOOK AUDIENCE LIKES Via Global Media Insight
CSU S FACEBOOK AUDIENCE ENGAGEMENT Via Global Media Insight
WHO ENGAGES WITH CSU ON FACEBOOK? 30% CURRENT STUDENTS 60% ALUMNI, PARENTS (18-24 year olds) (25+ years) 2X
FACEBOOK CONTENT BUCKETS Ram Pride Athletics Fort Collins Rankings People Quirky News Big Research Stories Trending Topics
WHAT #FAILS? No Snow Local Music Day Research Giving Overly Promotional Content Events Academic Deadlines
FANS WHO LIVE IN FORT COLLINS 126K Fans 19K Fans in Fort Collins 6K FoCo fans who engage with CSU
Via Global Media Insight
#CSUSocial Strategy
#CSUSocial Strategy
#CSUSocial Strategy
#CSUSocial Strategy
VOICE 1 2 3 Authentic Spirited Clever 4 Informative
E N GA #CSUSocial Strategy G I N G
T R E #CSUSocial Strategy N D S
Via Global Media Insight
TWITTER An online social networking service in which users send and read short 140-character messages called tweets, which are prompted by the question: What s happening?
1 2 3 CONCISE MAYHEM GLOBAL It s about taking large amounts of information & condensing them down to a consumable level. Google s definition of twitter: A series of short, high-pitched calls or sounds. It s a stream of consciousness. It represents a large global presence with 254 million international users vs. 65 million US users.
Why do people use Twitter? To find out about news. To pass the time. To see what people are saying during events. To network.
VOICE CONTEMPORARY TONE TIMELY, VALUABLE, SYMPATHETIC, HOSPITABLE, CLEVER, EQUITABLE
Who follows us on Twitter? 61% are from the state of Colorado. 69% Comedy 59% Music 57% Business & News 57% Politics & Current Events 54% Movie News & General Info
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TweetDeck
INSTAGRAM An online mobile photo-sharing, video-sharing, and social networking service that enables its users to take pictures and videos, and share them either publicly or privately on the app, as well as through a variety of other social networking platforms.
1 2 3 VISUAL CREATIVE USER-FRIENDLY
INSTAGRAM VOICE - Feel-good - Simple - Artful - Hip
AUDIENCE - Current Students - Prospective Students - Young Alumni
CONTENT BUCKETS - Fort Collins - Oval - Sunsets / sunrises - Colorado pride - CAM the Ram - Pop culture - Contests / hashtag campaigns
TOP INSTAGRAM POSTS OF ALL TIME 1 2 3 4 3.5k 3.4k 3.2k 3.2k
POSTING SCHEDULE - 3-5 posts per week - Avoid posting within two hours of a post - Tag locations - Use popular hashtags #ColoradoState #CSURams
#1. Connect your channels FOUR QUICK TIPS
CONNECT YOUR CHANNELS It is important that your bio contains all the info you want new visitors to see. Who are you? What do you do? Where can they find you?
FOUR QUICK TIPS #1. Connect your channels #2. Post quality, personal images
POST QUALITY, PERSONAL IMAGES You don t need professionally lit, magazine quality images. Using authentic, even gritty visuals can build a personable identity that your followers can relate to.
FOUR QUICK TIPS #1. Connect your channels #2. Post quality, personal visuals #3. Use #hashtags and geotagging
USE #HASHTAGS When you use #hashtags and geotags, it s like filing that one photo into a larger folder for people to discover.
FOUR QUICK TIPS #1. Connect your channels #2. Post quality, personal visuals #3. Use #hashtags and geotagging #4. Plan your posts and be consistent
PLAN YOUR POSTS & BE CONSISTENT The frequency of posts is an important factor when leveraging fan experience. Post at peak times and post consistently.
SNAPCHAT A mobile messaging application used to share photos, videos, text, and drawings. It's free to download the app and free to send messages using it. It has become hugely popular in a very short space of time, especially with young people.
1 2 3 PERSONAL INSTANT MICRO-MOMENTS
SNAPCHAT VOICE - Hip - Trendy - Fresh - Super casual - Young - Emojis
AUDIENCE - Current Students - Prospective Students - Young Alumni - Other Institutions
CONTENT BUCKETS - Giveaways / contests - Random, spontaneous moments - Inside access / exclusive content - Events - Illustrations - Ask followers to engage - Takeovers - Student success / academic deadlines
POSTING SCHEDULE During the school year - One story per day - Student takeovers each Tuesday During the summer - Two stories per week - Student takeovers each Tuesday
THE PRICE OF LIGHT IS ANALYTICS LESS THAN THE COST OF DARKNESS.
KEY PERFORMANCE INDICATORS REACH METRICS ENGAGEMENT METRICS AMPLIFICATION METRICS People Reached Growth Rate Demographics Likes Clicks Mentions Engagement Rate Shares Comments
SOCIALM EDI A20 15 PREPARED BY CHASE BAKER SOCIAL & DIGITAL MEDIA COORDINATOR JULY 1, 2015 - DECEMBER 31, 2015 Fa c ebo o k 116,430 FOLLOWERS Tw it t er 34,731 FOLLOWERS In st a g r a m 30,005 FOLLOWERS SNa pc h a t CSU 3,171 FOLLOWERS SNa pc h a t Ca m 2,388 FOLLOWERS Vin e 1,878 FOLLOWERS Pin t er est 3,252 FOLLOWERS Lin kedin Edu 164,478 FOLLOWERS Yo utube 3,068 FOLLOWERS 324,859 Go o g l e+ FOLLOWERS
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