Beyond Facebook: Institutional Approaches to Emerging Social Media

Feb 8, 2016Download as PPTX, PDF1 like444 views

Presented at the 2016 College Board New England Regional Forum by Nicole Lentine of Champlain College and Ashley Gunn, Emmanuel Tejeda, and Amanda Waite of The University of Vermont.

Beyond Facebook: Institutional
Approaches to Emerging Social Media

Introductions
Amanda Waite
Web News Editor
Nicole Lentine
Senior Assistant Director of Admissions
Emmanuel Tejeda
Senior Assistant Director of Admissions
Ashley Gunn
Assistant Director of Admissions/Social Media Coordinator

Facebook
A place to connect with your existing network and revive dormant
connections

Twitter
The birthplace of the hashtag.
A place for finding connections beyond your network and joining a bigger
conversation

Instagram
A mix of the two: for those sharing their lives, it's the former; for those sharing
their photography, it's the latter.

But across all channels…
It’s a two-way conversation.
Be human.
Images drive the most engagement.

Facebook usage among key
demographics!
source: pewinternet.org – demographics of social media users

Income/Education of Facebook users
source: pewinternet.org – demographics of social media users

Twitter usage among key
demographics!
• Younger crowd
• Males have a higher presence
• 320M monthly users with 1B unique site visits with
embedded tweets
sources: pewinternet.org – demographics of social media users & twitter.com

Income/Education of Twitter users
source: pewinternet.org – demographics of social media users

Instagram usage among key
demographics!
• Younger crowd
• Females have a higher presence
sources: pewinternet.org – demographics of social media users & twitter.com

Vetting Emerging Platforms
 Goals before tools
 Ask yourself:
 Is it adequate?
 Is it sustainable?
 Can we do it well?
 Is it authentic?
 How will we measure success?

Vetting Emerging Platforms
 Consider your resources
 Time
 Technology
 Cameras vs. phones
 Software required to do it well
 Support
 Relationships on campus

4 Components of SM Campaigns
1. A carefully developed plan
2. Clearly defined goals
3. Cross-Chanel Promotion
4. Thorough Analysis
http://marketingland.com/4-components-best-social-media-campaigns-140715

Champlain’s Social Media Evolution
 Emergence of department accounts
 Marketing team’s growth
 Digital Marketing
 Strategic Communications & External Affairs
 PR
 Digital Community Manager
 External Relations and Communications
 Future…?

Measuring your work
 Step one: know your goals.
 Step two: create a strategy to meet them.
 Step three: identify the indicators that will tell
you if your strategy is effective.
 Measure and benchmark them over time.

For example:
Goal: increase traffic to your website.
Strategy: create content that attracts an
audience, and share it in social spaces.
Indicator: pageviews on your site.

Or:
 Goal: increase engagement with audience
 Strategy: create dialogue on social media, ask
questions, like and comment on others’ posts.
 Indicator: raw numbers of comments and likes or
engagement rate (comments + likes, + shares /
number of followers).

How to measure?
 Facebook and Twitter share free (for now!) analytics numbers.
 analytics.twitter.com
 “Insights” tab on your Facebook page

Instagram measurement
 Available for a fee through third-party companies like Iconosquare (for
now!).

Google Analytics
 Use Google’s “URL Builder” tool to add tracking
information to your links.
 This can help you connect the dots between your
own social media efforts and actions taken on your
website.

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Beyond Facebook: Institutional Approaches to Emerging Social Media

1. Beyond Facebook: Institutional Approaches to Emerging Social Media

2. Introductions Amanda Waite Web News Editor Nicole Lentine Senior Assistant Director of Admissions Emmanuel Tejeda Senior Assistant Director of Admissions Ashley Gunn Assistant Director of Admissions/Social Media Coordinator

3. Facebook A place to connect with your existing network and revive dormant connections

4. Twitter The birthplace of the hashtag. A place for finding connections beyond your network and joining a bigger conversation

5. Instagram A mix of the two: for those sharing their lives, it's the former; for those sharing their photography, it's the latter.

6. But across all channels… It’s a two-way conversation. Be human. Images drive the most engagement.

7. Facebook usage among key demographics! source: pewinternet.org – demographics of social media users

8. Income/Education of Facebook users source: pewinternet.org – demographics of social media users

9. Twitter usage among key demographics! • Younger crowd • Males have a higher presence • 320M monthly users with 1B unique site visits with embedded tweets sources: pewinternet.org – demographics of social media users & twitter.com

10. Income/Education of Twitter users source: pewinternet.org – demographics of social media users

11. Instagram usage among key demographics! • Younger crowd • Females have a higher presence sources: pewinternet.org – demographics of social media users & twitter.com

12. Vetting Emerging Platforms

13. Vetting Emerging Platforms  Goals before tools  Ask yourself:  Is it adequate?  Is it sustainable?  Can we do it well?  Is it authentic?  How will we measure success?

14. Vetting Emerging Platforms  Consider your resources  Time  Technology  Cameras vs. phones  Software required to do it well  Support  Relationships on campus

15. Campaigns #moveuvm #uvmsaidyes

16. 4 Components of SM Campaigns 1. A carefully developed plan 2. Clearly defined goals 3. Cross-Chanel Promotion 4. Thorough Analysis http://marketingland.com/4-components-best-social-media-campaigns-140715

17. Champlain’s Social Media Evolution  Emergence of department accounts  Marketing team’s growth  Digital Marketing  Strategic Communications & External Affairs  PR  Digital Community Manager  External Relations and Communications  Future…?

18. Snapchat

19. Is this thing on?

20. Measuring your work  Step one: know your goals.  Step two: create a strategy to meet them.  Step three: identify the indicators that will tell you if your strategy is effective.  Measure and benchmark them over time.

21. For example: Goal: increase traffic to your website. Strategy: create content that attracts an audience, and share it in social spaces. Indicator: pageviews on your site.

22. Or:  Goal: increase engagement with audience  Strategy: create dialogue on social media, ask questions, like and comment on others’ posts.  Indicator: raw numbers of comments and likes or engagement rate (comments + likes, + shares / number of followers).

23. How to measure?  Facebook and Twitter share free (for now!) analytics numbers.  analytics.twitter.com  “Insights” tab on your Facebook page

26. Instagram measurement  Available for a fee through third-party companies like Iconosquare (for now!).

27. Google Analytics  Use Google’s “URL Builder” tool to add tracking information to your links.  This can help you connect the dots between your own social media efforts and actions taken on your website.

29. Questions?

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Beyond Facebook: Institutional Approaches to Emerging Social Media

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