Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University
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In this webinar, we’ll discuss the surprising variety of social intelligence and organizational use cases in play at Duke. You’ll hear how the university and its basketball team keep audiences engaged with innovative and efficient social media content. There are lessons here for any brand. Join us to learn: - How to become and stay organized with social content - Falcon’s Publish module - Innovative sports fan engagement tips - How Duke Basketball courts attention on social media
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Webinar: Staying Organized and Getting Others Engaged. Social Media at Duke University
- 1. Staying Organized and Getting Others Engaged: Social Media at Duke University #FalconEd
- 2. Sonja Likness Director of SoMe/Content Strategy Duke University Your Presenters. #FalconEd David Bradley Creative Director Duke Men’s Basketball Dino Kuckovic Community Marketing Lead Falcon.io @SonjaLikness @dinokuckovic@realDHB
- 3. Introduction University use case Basketball use case Q&A #FalconEd Today’s Agenda.
- 4. SOCIAL MEDIA in higher education. #FalconEd
- 5. Digital Transformation. Does this reflect your new normal? Engagement Data
- 6. Source: Pew Research Center. Surveys conducted 2005-2018. % of U.S. adults who use at least one social media site, by age
- 8. What is social media? Existential much?
- 10. Where are my audiences? And how do they interact?
- 11. • Look at your channel demographics data. • Don’t discount anecdotal evidence. • Try a survey. • Ask a focus group. The game is afoot.
- 12. How do we create for social media? … The right content for the right platforms!
- 13. What to know: • Where on social media do your audiences already live? • What kind of content do you need to create to speak to your audiences on those channels?
- 15. How do I bring my team along?
- 17. Other editorial calendar options • Trello • Falcon.io (if everyone has access) • Slack • Airtable • Your favorite project management system • A whiteboard or sticky notes
- 19. MEN’S BASKETBALL #HereComesDuke #TheBrotherhood #SI6HTS #FalconEd
- 20. Duke Basketball x Social Media Promoting, protecting and humanizing a timeless classic
- 21. Our Target Audiences • Recruits • The Brotherhood (former/current players) • Current fans (all ages) • Non-fans (make Duke a 2nd-favorite team) • Campus/Cameron Crazies • Duke Alumni base
- 22. Where are my audiences? And how do we get their attention / evoke emotion?
- 23. Our Primary Channels • How does our audience differ across each channel? • Which channels are most important? • What strategy do we want for each channel?
- 24. @DukeMBB Content Mindset … We’ve ID’ed our target audiences… Now what?
- 25. Before We Create • Style Guide (establish tone/voice, brand standards & goals) • Understanding our target audiences • Building equity/trust/understanding internally • Content Team > Communication/Connection
- 26. Keep it Real… Never a “Sell” Language / Trust Emotion / Connection Memorable / Relatable / Engaging Brand Impact
- 27. Community Cultivation AMPLIFYING THE MESSAGE AND THE BRAND
- 28. @DUKEMBB SOCIAL FAMILY • Influencers Who Love Duke Basketball • Cameron Crazies • Mega Fans • #TheBrotherhood • Duke Blue Planet
- 29. Measuring Success WHAT MATTERS • Engagement • Micro-level success stories • Brand impact • Account growth/performance compared to peers TOOLS • Falcon.io • Crowd Tangle • Twitter, YouTube, Facebook, IG
- 30. Duke on Social! A30 FACEBOOK Duke University Duke Students INSTAGRAM Duke University Duke Students TWITTER Duke University Duke Students LINKEDIN Duke University MEDIUM Duke University Duke Students YOUTUBE Duke University Duke Students WECHAT @DukeUni WEIBO @Duke SNAPCHAT @DukeStudents SPOTIFY Duke Students BASKETBALL @DukeMBB
- 31. #FalconEd
- 32. Up Next: March 21st How to Build a Content Machine When Resources Are Thin ft. HubSpot #FalconEd