AI Virtual Influencers: The Future of Influencer Marketing
Duke Students: Social Media Strategies
1. Duke Today Students
Social Media Strategies
Megan Lax, Marketing Intern, Undergraduate Education
Trinity ’15
Sarah Haas, Social Media Editor, Undergraduate Admissions
Trinity’15
2. Facebook vs. Twitter
• Facebook = photo albums, videos and
student spotlight articles
• No more than three posts a day –
ideally only one
• Tag students when possible
• Twitter = academic and social events,
shout-outs, #FreeFoodAtDuke, etc.
• No limit on the amount of tweets a day
• Use images when possible
6. Create content that students
want to spend time with
• Yik Yak album
• Gathered student-made content into one place
• “Thought funny”!
• Shared during finals
• Results:
• Reached more than 3,000 users
• Engaged with more than 19.2 thousand times
• 54% engagement rate
• This means more than half of the people who saw the post engaged
with it in some way (liked, shared, clicked through)
7. What we learned:
• When possible, use original pictures and videos
• Tag, tag, tag!
• Engagement > reach
• Take informal surveys
• If you see something cool, take a picture (even if it’s just on
your iPhone) – you can tweet it later!
• Think funny
• Use at least one hashtag, and tag at least one Twitter handle
• Share original content across all your platforms
• #DukeReads album
• “best of” @dukestudents Instagram album
8. Results:
• Increased average post reach by 557.6%
• We were reaching an avg. of 165 students, now reach 1,118
• Increased average likes by 2,000%
• Were averaging 1 like, now average 21
• Increased overall page likes by 36.3%
• Had just over 1,080 likes, now have 1,480
9. Tumblr vs. Instagram
• Tumblr is a great place to share stories.
• Instagram is the new venue to interact with
students on a day-to-day level.
• Take advantage of hashtag campaigns.
• What do Duke students want to see from
Duke communications? EPIC content:
Engagement, Personality, Intentionality, and
Creativity
10. @DukeStudents on Instagram
Want students to see your posts?
TAG THEM! FEATURE THEM!
Popular hashtags used by students:
#pictureduke
#dukestudents
Class hashtags like #Duke2018
Types of photos we use:
-Scenic
-Marketing/Graphics
-Student-Centered
-Original content vs. Student featured (reposts)
11. What students <3
Duke Campus (who doesn’t?) #lovemycampus
* honorable mention to the Duke crane & sunsets
Hashtag Campaigns (#DukeFall #DukeReads, #Duke2019,
#MyDukeChapel, #MyDukeRoom, #MyDukePath…)
12. What students <3
Themselves (and their friends) #dukestudents
*tag and interact
Durham #lovedurham #exploredurham #trydurham #durhome
13. What students <3
• Duke sports #goduke #foreverduke #bleedblue
• Their art #duarts #artstigators #dukedance #dukeintheworld
14. Duke Students Tumblr
Rankedoneofthetopuniversityblogs! dukestudents.tumblr.com
WHO?
• Admissions bloggers
• First-year digital media team (~30
first-years building content)
• Guest bloggers
WHAT?
• Photos from Instagram
• Blog posts
• Buzzfeed style lists
• All things Duke
15. What to look for in the future
from @DukeStudents?
• #Duke2019
-RD admits will find out their decisions soon and
ED admits are already very active on social media.
• How can we help you?
-Feel free to reach out to me for advertising,
marketing, or to showcase your awesome
photos/stories.
• Coming soon: #OdeToDuke
-Saying goodbye to #Duke2015.
Editor's Notes
Our tumblr shows the Duke experience in a way that gives prospective (and current) students a feel for what Duke is really like, more than what you would find in a brochure. Great for a variety of multimedia! More students are checking instagram than Facebook- it’s one of the new “it” social networks.
An incentive to share and repost photos could be as easy as having a photo featured.
-Engaging with current and prospective students (as well as alums and the larger Duke community) is the way we have built our Instagram from just a few hundred followers to 4.4k followers in just over a year.