Upload
jillian-petrie
View
22
Download
0
Tags:
Embed Size (px)
Citation preview
Embedding Social Media into Your Communications Strategy
Mike PetroffDigital Content Strategist, Harvard University
@mikepetroff
Nice to meet you!
“
Developing your social media strategy, in a
nutshell.
Our social media strategy is to…
◉ develop community◉ listen to our community◉ engage with our audience◉ establish a brand voice◉ amplify authentic stories
Our social media strategy is to…
“Ignite the existing community and attract new members by amplifying the experience with relevant and engaging content”
Our social media strategy is to…
“Enhance the customer experience by facilitating authentic conversations”
Our social media strategy is to…
“Target influencers with engaging assets to act as platforms for conversation”
“
Generate your own:
http://whatthef*ckismysocialmediastrategy.com/
What social media looks like…
What social media measures...
Why, Facebook, why?
What we ask social media admins to do…
“Please post this on Facebook because no one checks their email.”
Let’s talk strategy
How do you integrate social media more effectively into your broader communications strategy?
Communications roll-out
Objective TacticStrategy
Communications roll-out
Objective TacticStrategy
Photo: http://tenthlifecats.tumblr.com/
Social Media
Communications roll-out
Objective TacticStrategy
Photo: smilingcat01.files.wordpress.com
Social Media
Community
Awareness Affinity
Community
Awareness Affinity
Community
Awareness Affinity
Community
Awareness Affinity
Community
Awareness Affinity
Photo: superherohype.com
Build Communit
y
Community◉Identify communities◉Establish relationships◉Make content shareable
Research and analysis
Research and analysis
SocialRank
Research and analysis
Twitter Advanced Search
Research and analysis
Twitter Advanced Search
Research and analysis
Worldcam (Worldc.am)
Crowd-sourced content“Some typical things Berklee students do in a 24 hour period.”
Crowd-sourced content“A big thank you to everyone in our community that helped capture #HarvardinAutumn this year.”
Make content shareable
BuildAwarenes
s
Awareness◉Increase reach◉Target audiences◉Make content clickable
Increase reach
Your audience is your best distribution engine. Make your web content transition smoothly into social media.
Tip #1:
Increase reach
An email to an influencer can sometimes be more important than a Tweet to your entire audience.
Tip #2:
Increase reach
Shift from this...
Increase reach
… to this.
Place your screenshot here
Know your metadata
Facebook Open Graph
Twitter Cards
Know your metadata
Know your metadata
Know your metadata
http://www.theverge.com/2015/7/14/8965451/twitter-article-previews-auto-expand-summary-cards
Audience Targeting
Reach the intended audience.
Location
Interests
Demographics
Interests
• Targeted: U.S., Canada, most MLB teams
• Post reach: 33% non-fans (average is about 20%)
• Post engagement rate double the average
Make content clickable
BuildAffinity
Affinity
◉Shift opinions◉Encourage loyalty◉Make content meaningful
Content with meaning
Oklahoma State University
“It’s time to share your #ORANGE love, We want to hear from you!”
School pride
Texas A&M University
Aggies participated in the ultimate Aggie moment: playing the school’s war hymn at their place of work, home, or their chosen location.
Editorial calendar
Colorado State University
“This Valentine's Day, we set out to find CSU sweethearts who both work on campus. Here's how well they know one another.”
Encourage loyalty
Boston University
“24-hour fundraising drive to benefit the BU Annual Fund”
https://givingday.bu.edu/
Encourage loyalty
Harvard Alumni Association
Housing Day Challenge 2015: How did living in your House shape your experience at Harvard?
Ultimate goal
Objective TacticStrategy
Social Media
Things you can do today Use social media tools to
research audiences Find user-generated content
and influencers Think about why someone
would share your content
Community◉Identify communities◉Establish relationships◉Make content shareable
Awareness◉Increase reach◉Target audiences◉Make content clickable
Affinity
◉Shift opinions◉Encourage loyalty◉Make content meaningful
Shareable, Clickable, and
Meaningful
Make content that is:
Community
Awareness Affinity
Photo: deadline.com
Any questions ?Find me at:◉ @mikepetroff◉ mikepetroff.com
Thanks!