Staff Retreat 2016 Presentation - MASTER
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Staff Retreat 2016 Presentation - MASTER
- 1. Social Media Marketing: Tools for Success PRESENTED BY ADAM COULTER, SOCIAL MEDIA MANAGER AND JOHN EAGAN, DIRECTOR OF DIGITAL COMMUNICATIONS
- 14. Agenda Why the College is using social media. How? (strategy, tactics, analytics) What’s working? Online tools & techniques YOU can employ to help contribute to the College’s mission Improving your own personal brand Questions
- 15. Why the College is Using Social Our audience is there (alumni, prospects, current students, parents) – conversations & research Viral nature & sheer size of audiences - Effective in increasing (positive) awareness of the College, its people and academic programs Strategic content distribution channel (each network has own ethos) Social helps drives quality traffic to curry.edu (+ SEO) Generate brand advocates and gives them a platform Keeps us on top of arising issues/concerns/crises *Documented Social Strategy
- 17. Marketing Objectives Increase brand awareness around Curry College and our academic programs Generate and nurture actionable leads in terms of prospective students Digital community/advocate building Practice good “customer service” online (e.g. current students on Twitter) Increase unique traffic to www.curry.edu and relevant dept. web pages Engage alumni Create interactive channels by which to gain insight into our market
- 18. “ ” Tactics are actions executed to implement a specific mission and achieve a specific objective or goal.
- 19. What We’re Doing: Native Video
- 20. Facebook Native Video Stats
- 21. Facebook Native Video Stats #2
- 24. What We’re Doing: Engaging Photos The “visual web” According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide From a user’s perspective, photos are also the most engaging type of content on Facebook Researchers found that colored visuals increase people's willingness to read a piece of content by 80%.
- 28. Engaging Alumni
- 31. What We’re Doing: Driving Conversations
- 35. What We’re Doing: Coding Links Code ALL social links that point to curry.edu Google URL Builder Marketing objective of driving traffic to curry.edu so people can see great things happening on campus and get involved (retention) Helps us measure success of social posts
- 40. What’s Working? Twitter Strategy
- 43. What’s Working? Instagram Strategy 1. Posting Brand photos/video 2. Reposting students’ content 3. Constant content pipeline
- 44. Online tools & techniques YOU can employ to help contribute to the College’s mission
- 45. Is Social Right for Our Department? Department’s mission/purpose Goals/expectations of using social media Who is our target audience? What are our competitors doing? (benchmarking) What channel(s) would be most useful to engage our followers? Who will monitor our channel(s) and interact with your audience? (if it’s student driven, then plan for transition) Tone of posts (personal, honest, direct, clinical, etc.) How will we measure success?
- 46. What channel to use? Snapchat: Used by 77% of college students on daily basis Instagram: Top 3 social networks w/ college students; 18-29 largest demographic – very visual Facebook: 95% of college students still have an account; 18- 49 is core demographic; Insights Twitter: “Twitter’s largest audience is the college crowd” - 37% of adults 18–29 use Twitter; 24% have some college experience; Analytics
- 47. What content do we post? Post more than just text Post imagery whenever possible – Day to Day life on campus Share video Retweet/share relevant content Your message will influence your content
- 49. Model: Admission FB ‘Class of’ Groups
- 50. Model: Admission FB ‘Class of’ Groups Mission/Purpose: Allow prospective students to connect/engage with each other, minus the “College” voice Help retain current students by offering a peer support network Offer the potential for a career network after graduation Crisis Prevention
- 51. Tips for Personal Social Media Success Is Social Media for me?
- 52. Tips for Personal Social Media Success
- 53. Tips for Personal Social Media Success Post , post often, but beware of over-posting Post relevant content Update your bio Info Keep info consistent across all channels Google yourself – delete outdated accounts (MySpace anyone?) Integrate your Curry affiliation
- 55. Tips for Personal Social Media Success Have Fun!
Notes de l'éditeur
- Welcome everyone to our staff retreat presentation – ‘Social Media Marketing: Tools for Success’ – my name is John Eagan, Director of Digital Communication and joining me is Adam Coulter, the College’s Social Media Manager.
- So let me start off by asking, how many people here have social media accounts? -What apps? -How many people actually use those accounts? -How many people think social media is just stupid?...
- Well it is stupid…this is the classic Snapchat barfing rainbow lense…
- …and social media can also be silly…here’s the infamous Crying Jordan face, which gets plastered all over social media AND our favorite athletes, when they fail in the biggest games.
- …and funny…anyone who has spent any time on social media has run into one of the Millions and Millions of Memes out there…I told my 5 year old son this the other day and he stared at me in wonder…
- …Relaxing, many of you have seen your friends post or have personally posted the gratuitous TGIF drink post on Friday afternoon…
- …and Narcissistic…I believe Dr. Eric Weiser in our Psychology department recently published a paper on the relationship between heavy posting of selfies and the link to narcissism…
- …here you have an example of what the Twittersphere refers to as the Humble-brag
- …but social media can also inspire us…this is Miles Scott, a.k.a. Batkid, a cancer survivor, who was the recipient of a Make-a-Wish scenario where he got to fight crime with actors playing Batman and various villains - then received the key to the City of San Francisco…all made possible by the help of a social media marketing agency.
- …and of course social media can unite us in the wake of tragedy, like the thousands of images and videos posted in days and weeks after the recent terrorist attacks in Paris…
- But it is also a VERY powerful tool…or set of tools, specifically for marketing…and not only is it powerful, but it is instant… In 2013, the folks who run the Oreo Cookie Twitter account decided to take advantage of a situation when the lights at the Superbowl that year blacked out during the game in New Orleans. (Read Tweet) – Granted Oreo had a 15-person social media team on hand that night ready to react to whatever happened, but it still shows how you can make a very big impact in the blink of an eye…
- ..and here you can see the flip side of that coin, if you’re not careful and you don’t log out of your employer branded account at the end of the week…(read tweet) …Today we are going to show you how we use these powerful tools to help drive marketing efforts for the College…and now I’ll pass it on to the man with the keys to the Curry Social Media accounts, an outstanding member of the marketing team here for the past 5 years, who never forgets to log out of the Curry account before posting TGIF messages…Adam Coulter, our Social Media Manager…Adam?
- Before we get into the how – it’s probably more important to briefly discuss Why the College is using social media – It all comes down to the fact that we believe and have discovered that social can help us achieve our institutional goals. – 1) attract and enroll new students, 2) retain them (building a sense of community, providing “customer service” online, showcasing events and sharing important info), 3) graduating students and in our office – 4) driving alumni gifts. And the key reasons why social media helps us achieve these goals is because: BULLETS. Before creating that first social account, it’s really important to think about your institutional mission and goals and also how your goals can be measured. We’ve documented all this + more in a Social and Content Strategy.
- When I started 5 years ago at Curry, there were 0 Institutional social accounts, and before we created a single one, I conducted a lot of research into Curry as an institution, its values and attributes, its stakeholders and key messages used which could be extended to and embedded in sharable content on social and I identified Curry’s broader goals to advance the overall College. We then created this strategic document which taking everything into account, advocated for a social presence for the College and now serves as our guide as we think about how best to use social and how to analyze what is working and what’s not. This strategy is updated as the tools and platforms change and as we decide if new accounts would be beneficial to our goals.
- As you saw on the previous slide – we’ve documented our marketing objectives. Here they are. As Social Media Manager I’m tasked with achieving each one. These are all related in 1 way or another to achieving the larger Institutional goals I mentioned earlier. Everything I do on social media, and all the things I’ll show you today, is with a mind toward these objectives.
- Now that we’ve talked about the Why? and briefly entered the topic of how, starting with strategy (our plan of action), I want to get into more detail of exactly how the College is using social media to engage and interact with our various audiences – which leads us to the tactics. So, in a social media marketing sense, “tactics are actions executed to implement a specific mission and achieve a specific objective or goal.”
- One of the key tactics we’ve been employing for a while now is illustrating the people, events and beauty of Curry through video and sharing these videos “natively” on our different social platforms. When I say natively I mean, on Facebook, Twitter and Instagram’s own video platforms. For example, instead of posting a link to a YouTube video on Facebook, we upload the video file right to Facebook. It takes a little more time, but the results are worth it.
- Facebook provides a free analytics platform called “Insights,” which can be used to determine what type of posts (photos, video, text) are most beneficial for you to share and one’s your audience are responding to the most. Looking at our Insights, we have discovered that Video Posts get the highest Reach. Reach on Facebook is how many individual people are seeing a particular post – and not surprisingly, because videos are popular with Facebook’s audience and because they want to promote their own platform, Facebook’s algorithm is putting videos uploaded using their video platform in more people’s News Feeds than any other content. So if we have an important event coming up, such as Homecoming, Commencement or even a student interview, we’ll be sure to capture some video to then share on social – thereby reaching and getting in front of more people and increasing positive brand awareness – which is tied to the institutional goals of attracting new students and even retaining students through the instilment of pride in their College.
- Total video views over the course of 6 months - 23,973. Goes to show video is an important driver in increasing brand awareness and a powerful vehicle used to communicate about the great things happening at Curry to current students, alumni and parents.
- Here’s just another example of the College using social to post quick, short-form videos natively. This example is from Instagram and as you can see, has garnered 670 views in a little over a month. And the same tactic is used on Twitter as well.
- I also wanted to mention that besides creating and distributing video in relatively short-form, we do also create longer-form videos, which live on our YouTube channel.
- I’m sure you’re all familiar with how as a society we’re increasingly becoming visual consumers, rather than consumers of text. As a book lover, it’s sad in a way, but that’s just how it is. Therefore, if the College wants to attract prospective students to apply to Curry or we want to engage alumni in a giving campaign, we must be using engaging, high resolution videos and photos embedded with our messages and aimed at the places where they congregate – which happens to be on social media.
- Here’s an example of a simple message aimed at current students and to an extent, their parents. Instead of a simple text post, we searched through our Digital Asset Management system to find an image to accompany the “last day of classes” message. The post did well –reaching almost 4,700, people and getting 155 likes and multiple comments from parents. Thereby accomplishing the objective of using social to engage our community (and it goes deeper than just engaging the community for the sake of engaging, comments and likes and RTs on our content also accomplishes the goal of increasing awareness of the College at the same time. This is because once someone likes a piece of content on Facebook for example, it then goes into the News Feeds of their friends and connections – fostering more views of our branded content.)
- Here’s another example of using an engaging photo to accompany a message – all in an effort to get people to stop and pay attention and in this instance, to click through to our website to learn more. I took a photo from 1938 and stitched it together with a more recent Curry Theatre performance, then adding in a link and a popular hashtag designed to garner even more views on our content.
- Again, looking at our Insights, photos posted by our Page on Facebook get the most engagement – likes, comments and shares and clicks on the photos. Even more so than Videos. So this illustrates to us we are on the right track.
- Along the same theme of making everything very visual – I wanted to quickly share a couple of examples where we leveraged photos and social media to engage our alumni during giving campaigns. This example is from the Colonel’s Involvement Challenge in 2013 where we highlighted just how someone’s gift benefits the College, its students and ultimately alumni themselves.
- Here’s an example using Instagram from our “Memory Lane campaign.” To be honest, other social giving campaigns have not been as successful as these two examples – in both gifts given and social engagement. But one great thing about social media marketing is that you can always measure what you are doing to see if it’s working, and as a department, we’re always trying new things that will help achieve our goals.
- One recent initiative we launched that was aimed at engaging our audience in new ways - particularly prospective students, was the creation of a Snapchat Geofilter for Accepted Student Day. Working with the Admission Office and our office's graphic design student intern we submitted a filter to Snapchat that could be used on anyone’s snaps as long as they were on campus. After the event we were pleasantly surprised that almost 1,700 people used it and the photos/video with our brand name attached was ultimately seen by 74,000 people. Monitoring social media during and after ASD I noticed many current students using the filter as well, which was great. We also ran a contest, promoted in the printed ASD Welcome Booklet that asked prospective students to message us their snaps with the filter and we’d pick 3 winners. The objective behind this was two-fold – foster more use of the filter and get students engaging with us directly and opening up lines of communication.
- Another tactic is driving conversations which starts by first listening to what our audiences are saying, basically 24/7 . So, to aid us in this we have a social media listening and CRM platform called Meltwater Buzz. We can monitor certain keywords, such as “Curry College” and “Apply to Curry” and they will display in this feed here.
- Continuing on the topic of how we as a College drive and nurture conversations with a goal of generating actionable leads - In Oct. Amanda mentioned Curry as being perfect for her. I responded and this has set up multiple conversations eventually leading to me learning that she’s interested in Psychology and my sending her a link on a recent opportunity Curry Psych students had.
- And then after each conversation with a prospective student such as Amanda, or with a current student who poses a question to us online, I can go into Meltwater Buzz and tag them accordingly. As you can see I’ve tagged Amanda as she’s gone through the Admission funnel and looking at the image on the right, I can sort our contacts via these tags and pull up a list of all the students we’ve encountered online who have made an inquiry for example. I can also see our conversation history and any notes I may have added. This is helpful in that I can then proactively reach out to them on Twitter if need be.
- The last thing I’ll talk about with relation to how the College is using social media is geared toward the Marketing objective of driving traffic to curry.edu. In this instance its so people can see the great things happening on campus and will hopefully get involved – which goes toward our larger goal of retainment. I’ll briefly show the advantages of coding links and how we measure it all using Google Analytics.
- So we do this for any post that points to curry.edu. Here is the finished product where we are promoting an upcoming Dance Program Showcase.
- It starts with grabbing the website link and copying it to put into Google URL Builder.
- Then I just fill in these fields at the top and get the generated link at the bottom, which I then post to the designated network.
- Then we can log into our Google Analytics account and see how our Socialtocurrysite campaign is doing. Google Analytics is great- it’s free and offers great functionality and insight into how successfully we are driving traffic from our social accounts to the site and what social traffic is doing once there.
- Our twitter strategy of driving conversations – by being proactive in posting quality content and engaging students is working as evidenced by these 2 tweets and by our analytics.
- Also, engaging students on social for purposes of feedback and research is working. Here’s an example from an Orientation session in 2013 that helps tell us just how the College is doing straight from the people who can affect the institution.
- Our Facebook Strategy of posting high resolution and interesting videos and photos, containing our marketing messages , is working. We look at the competitor analysis dashboard from Facebook every week and we see that our Page has more engagement than most all our of cross-over schools and our Page grows in new Likes at a rate higher than most.
- And with regard to Instagram – besides just posting content produced by our Office, I also started reposting content from students and alumni and sometimes even prospective students. Now that the word is out that we’ll repost people’s photos, I get a constant supply of people sending us photos. This image is from our account showing photos that we’ve been “tagged in”. I get notified we’ve been tagged in a new photo and I can check it out and decide if it fits into our strategy of what we want to promote about the College.
- [Section Header] – Part II of presentation
- So the first question to ask is - ‘Is Social Media Right for Our Department?’. Because the more departments we have doing social media marketing well, that in turn helps our overall institutional goals. And there are a subset of questions that Adam will always pose when a department comes to IA to inquire about starting a new channel, like: What is your Department’s mission/purpose? What are you goals/expectations by using social media? Who is your target audience? What are your competitors doing? (benchmarking) What channel(s) would be most useful to engage your followers? Who will monitor your channel(s) and interact with your audience? How will you measure success?
- Like I said, what channel you decide to use will help answer some of the questions
- When it comes to what type of content you’re going to put out there, in general you want to (read slide) Post more than just text Post imagery whenever possible – Day to Day life on campus Share video Retweet/share relevant content But in the end, your message will influence the type of content you put out there for consumption
- Here is a message that shows the beauty of Curry’s 131 acres of wooded serenity, just 7 miles from Boston - This past winter, Chip Raines from B & G posted this great picture of a family of deer hanging out at Westhaver Park…it probably took him 2 seconds to snap, but the engagement it created when Adam shared it on Facebook was tremendous: It received about 700 likes, comments, shares and clicks and reached almost 5500 people on Facebook…not bad at all.
- Here is another good example of the use of social media to advance the College’s mission…These ‘Class of’ Groups were born in 2015 through a collaboration between Student Affairs, Admissions and IA as part of the First-Year Communication Plan and are closed Facebook groups for accepted students, which means students need permission from an administrator to join – although the administrators stay out of the conversations for the most part. The folks interacting in these spaces are usually just the students themselves, Orientation Leaders and even Admission Counselors…
- The purpose of the Admissions Department is to attract students and Student Affairs to keep them here, so the ‘Class of’ groups are a way to allow prospective students to connect/engage with each other, minus the “College” voice – although a select few of us have access to this closed group (permissioned) in the case that students have questions or God forbid a crisis. Many times, a student representative, like an OL (Orientation Leader) will go in and answer any questions students may have. Then hopefully those students make their decision to attend Curry and the group then becomes a peer support network of sorts…and it’s too early to tell since the first groups have just become alumni in the past year, these groups could also offer the potential for a career network after graduation.
- Now I’d like to share with you some quick tips for Personal use of social media… When it comes to creating and maintaining personal profiles on social, you again first need to ask the question…is social media right for me? And why? You should be asking yourself the same types of questions we asked when talking about Curry department accounts. Things like purpose, goals/expectations, audience? And that will lend to what channel(s) would be most useful to engage your followers? And how will you measure success? Will you be using it for: Professional networking? Fun? Or Family image sharing? Humble-Bragging?
- Rule Number One - Don’t be an Egg Head (or as you see here, the dreaded Twitter Egg)…add an image to any profile you have out there…and try to keep them consistent Same with LinkedIn – which I think is even more important to have imagery accompanying a profile because on LinkedIn you are selling a personal-professional brand. I know I sound like a social media snob but I tend to skip over connecting \ with anyone on LinkedIn without a profile pic…what it says is that you don’t maintain your profile - so what am I going to get out of this connection with you?
- Other tips for personal accounts…(read slide)
- Here is an example of a faculty member who is very active on Twitter…Dr. Aaron Arnold of the Sociology and Criminal Justice Department…constantly posting and sharing about relevant content in his field of expertise, which is mostly world finance and anything to do with Iran and the nonproliferation of nuclear weapons…but also notice the Curry Twitter handle in his profile description…and he’s constantly in contact with Adam as a content supplier and a great brand advocate for the college.
- And the last piece of advice for personal use of social media is just to - Have Fun!…like I mentioned in my intro, beyond it’s infinite power, social media is fun and should also be enjoyed…now we’ll open it up for questions…