A Year in Social Media at the Air Force Academy

1. w Social Media Tips &Case Study Examples A Year in Social Mediaat the Air Force Academy Troy SurrattDirector of Web CommunicationsU.S. Air Force Academy Association of Graduates Follow the Power Up! Conference on Twitter by using the #CASEVI hashtag when you tweet!

2. I work at a great place withsome built-in advantages,but not without its challenges…

3. Situation Report w • ALUMNI ASSOCIATION DETAILS: • 45,000+ members in database from all around the world often on the move. • We are a 4-year college with degrees, as well as some obvious differences. • 1000 incoming new cadet appointees arrive each June for Basic Cadet Training. • Early focus on parent membership with this unique college experience. • We offer business membership within supportive community. • Grads have strong association with class from basic training through graduation. • Diverse careers ahead from continued military service to civilian transition.

4. Situation Report w • ADVANTAGES: • Great content to share! Very patriotic popular messages. Stunning visuals withmountains and architecture. • Tech savvy grads in leadership roles. • Strong class reunions and big events . • DISADVANTAGES: • The news we have to share may often be bad news.Casualties and controversies. • We sometimes have less control in some situations (involving government or needing to work with the Academy on their schedule). • The Air Force Academy is very popular (one of Colorado’s top tourist attractions),but we’re the AOG.

5. Situation Report w • SOCIAL REQUIREMENTS: • Beat Army & Navy!! • Update news and events. • Reconnect grads with each other and the Academy. • Drive support toward our events, membership, and merchandise revenues. • Spread heritage and pride! Engage community!Promote involvement!

6. Status Update w • BY THE NUMBERS: • January 2011: New Facebook pageReplacing old group • September 2012: 3,800 fans • January 2014: over 11,000 fans! Nearly tripled Facebook fans in just 16 months!

7. Status Update w • OTHER NUMBERS ON THE RISE: • Event registrations up!Target audiences by location/interest when needed. • Merchandise sales up!Highest ever online sales with social media promotion and exclusive offers. • Record-setting online giving! • Active regular social gatherings online for big events like football games. • More awareness and involvement both amongst cadets and graduate community. • Greater awareness of social media opportunities within organization.

8. Status Update w • BIG QUESTION — HOW? • Following strategic game plan. • Make a priority, apply consistent effort and resources. • Determine what you want to do your various social media channels. • Finding what works for you and then focusing on that. • Don’t waste a lot of time on what isn’t. • Here are some examples —throughout a year in social at the Air Force Academy…

9. June w • YEAR BOOKENDED BY WILDFIRES • Cadet inprocessing impacted by Waldo Canyonwildfire in June 2012. Our office evacuated.We emailed concerned parents and graduate community that we’ll actively share newsand updates via social media. • Summer 2013 saw a more devastating wildfirethat destroyed 500 local homes including grads. One grad was killed in the fire.

10. June w • TIPS AND TAKEAWAYS • This is basic, instinctive example sharing info but we should be thinking about and havea plan for critical situations we may face. • Don’t ever want to have these situations,but with community concern and need forinformation, organizations can providemuch needed service to their followers and strengthen communication ties. • Anyone had to manage an emergency situation on social media?

11. June w • ORGANIZATION IDEAS • An editorial calendar or even just a simple list of common topics, ideas, and events each month can help organize your social media posting efforts. • What’s going on at your organization or institution in June? • Graduations • Father’s Day • Students leaving for summerWhat are your opportunities?Maybe you can ask them what they want to do this summer, grant one of those hopes, and document the adventure?

12. July w • ABOVE AND BEYOND • One of our grads (NFL player for Broncos) contacted us via Twitter about cadet sabers lost in the fire. • Working with the team, provided replacement sabers to him with a surprise delivery at practice by our CEO.

13. July w • TIPS AND TAKEAWAYS • Think about how you’re dealing with customer service in social media.Increasingly consumers using these popular channels to voice issues and expecting social response. Make sure you’re listening and responding! What you do (or don’t) is very public.You could answer all emails/calls immediately and only one person at a time will know. Don’t reply to social question and thousands see and view you as unresponsive. • This was also a great opportunity for EXCLUSIVE content directly from us that tells a story that’s relevant to our services — and very sharable!

14. July w • ORGANIZATION IDEAS • Any ideas that will set off fireworks for your social media in July? • If interested in online training…watch for Social Media Success Summit from Social Media Examiner early registration offers usually starting in July.

15. August w • LISTEN TO GROW • We strive to connect with young cadets as well as our graduate community members, building a good relationship and awareness of what we offer members from the start. • Students use social media, and if we can connect with them many will follow us and be more involved with organization ahead.

16. August w • TIPS AND TAKEAWAYS • Mark calendar for predictable times for increasedsocial conversation (coming back to school, graduations, events, etc.) and make sure you’re involved in the community especially during those peak discussion times. • Participating can raise awareness for your organization, as well as reveal new connections efficiently. It also creates opportunities for you to hear issues and help provide solutions or answer questions, winning over new fans. • ORGANIZATION IDEAS • Gearing up for start of new school year? Time for new program beginnings and enhancements.

17. September w • FACILITATE AND ENGAGE! • We actively promote and lead the rally for football game day chats on Twitter. We’re the biggest fans and attract others to our energy and enthusiasm! That can influence how we’re viewed. • We pass along fan tweets and pics from tailgates/stadium, and take photos during sidelines of home games to share.

18. September w • TIPS AND TAKEAWAYS • Pick strong hashtag that makes sense, easily used,and won’t cause confusion or involve other searches (if we used Falcons might get NFL posts).With branding, always be consistent. • While many fans active in the discussion, also remind them occasionally about your upcoming events or special offers. • Our involvement in game day chats has lead to sponsorshipleads when other businesses join in the conversation (also looking to connect with our fans). • ORGANIZATION IDEAS • Labor Day and end of summer. Hispanic Heritage Month. • Football big for your school? Effectively reaching that large audience?

19. October w • FRESHNESS MATTERS • Classreunions are very popular and a big part of what we do. • We created a Class of the Month program online that allows us to highlight each class and their notable grad accomplishments. • Created pre-sized Facebook cover photos with Academy scenes and class crests. • Each new month we send birthday email with merchandise coupon code, building party rental discount, sweepstakes and invitation to join us on social media. Prompts individuals to “did you know” info.

20. October w • TIPS AND TAKEAWAYS • New content creates new reasons to visit or like. Sparks new or renewed interest.Forces content renewal on schedule.Gets attention! • Think about ways to include community. We encourage class-specific hashtags to share reunion photos (ex. #USAFA1987). • ORGANIZATION IDEAS • Any rotating or fresh content series? • Scary or costumes for October?

21. w November • REVENUE PROMOTION • Merchandise sales in our gift shop and online store are big revenue sources. • We promote big sales and had exclusive coupon codes for our social media fans behind Facebook fangate. • For exciting new products, pin images at Pinterest.

22. November w • TIPS AND TAKEAWAYS • Many say you can’t sell well on Facebook.Maybe not always, but you can at least raise awareness of special event opportunities. • Worked with store to create opportunities that are beneficial to social and store. • ORGANIZATION IDEAS • Campaign around being thankful? American Indian Heritage Month. • Grads running for office get elected? • Do you have online store sales? If so, see what ecommerce industry doing to optimize ever increasing holiday shopping online.

23. w December • FREE BEER AND HOT COCOA • In 2012 received gift of cases of Guinness to give away to our members. It attracted quite the interest and crowd as you can imagine! • In 2013 without that we went another way with bringing hot cocoa to cadets during finals week that also turned out positively.

24. December w • TIPS AND TAKEAWAYS • Create unique opportunities to delight your members when you can, and try to make it easy to spread the word socially! • ORGANIZATION IDEAS • Holidays (cards, lights/decorations, memories, mascot elf on shelves, gifts) • End of Year Giving Pushes

25. January w • SWEEP AND PROMOTE • Periodically gift shop givesus box of items they wantto clear out, or we get a signed football, etc. • We’ve successfullycreated Facebook conteststo give this free merchandiseaway to fans. • Selectively promote the giveaway sweepstakes aimed at drawing interest to Facebook users who are students/grads who haven’t liked you page yet. • One of our “resolutions” to get more people interacting with us. Included a bonus prize for last comment — could go on for days/weeks/months and helps spread contest to friends of fans.

26. January • TIPS AND TAKEAWAYS • Promoted sweeps provided big spikes helping us grow and connect to more fans. • Check on latest FB rules on contests/sweepstakes before doing them and/or use a third-party trusted service specializing in that (ex. Woobox). • ORGANIZATION IDEAS • New Years, resolutions, Martin Luther King? • Have recent algorhythm changes on Facebook reduced your reach too?

27. Facebook Advertising w • Facebook’s changes may shift how we should post ahead if regular content less likely to be seen. • Using FB for your very best content in most demand to overcome new challenges, and prompting users to your social content if it won’t come to them. • Can you budget advertising on Facebook?It’s as low as $1/day. • We’ve done that lowest budget for extended periods (resulting in a handful of new grad contacts consistently each day) as well as pushed promoted sweepstakes and content working well higher for short spurts. • If you’re going to advertise on Facebook, check out Power Editor to get the most from it.

28. February w • WEEKEND WARRIOR • We received a message from one of our Facebook fans about a cadet they sponsoredwho made big news in NYC for helping rescuea fallen subway passenger. • Passing along breaking news like that gets lots of comments and shares — and moreawareness for our social media presence.

29. February W • TIPS AND TAKEAWAYS • Social media doesn’t take the weekends off,in fact gets more activity on the weekend. • Scheduling tools out there to post, but best if someone stays connected to what’s happening. Even just checking phone while waiting in line. • Build community interaction where they’ll help monitor and share news too. • ORGANIZATION IDEAS • Valentine’s Day, Presidents Day, Black History Month, Super Bowl.

30. March w • GET EVERYONE INVOLVED • Our alumni magazine has new featured called Quarterly Query polling grads. • We also have photo submission with Check-in with Checkpoints. • Get staff involved and on the same page with “Tech Tuesdays” every quarter educating staff on tech and social media developments relevant to them.

31. March W • TIPS AND TAKEAWAYS • Tap into the power of social media crowd sourcinggreat content. • Getting fans involved keeps them involved. • First Tech Tuesday had all employees updateLinkedIn profile and ensure all using same company name, discussed ways to use asprofessional profile to interact with members. • ORGANIZATION IDEAS • March Madness, St. Patricks Day, spring,Easter, Women’s History Month.

32. April w • MARK YOUR CALENDAR • Add important dates into Outlook calendar so reminded to post significant date content (on this date the first cadets sworn in…) • One of our most popular posts everis Founders Day video. Big event people care about and love to see great content celebrating. • Another very popular post on anniversary of first female cadets coming to the Academy with a list of their accomplishments and getting fans/parents to post recognition of their own daughters here.

33. April W • TIPS AND TAKEAWAYS • Make sure you plan for biggest days, with big production for biggest results. • Ways to make even smaller momentsbig opportunities for community interaction. • ORGANIZATION IDEAS • April Fools, Earth Day, Baseball.

34. May w • GRADUATION • Graduations great opportunities to interact with entire families, showcase the school, highlight student accomplishment, and make first grad alumni impressions. • As a social media professional, once you’ve got all the basics down and accounts running smoothly it’s time for you to graduate also into new challenges and next level of providing/proving social media value. • Is there a problem at your organization or institution that could possible be addressed through social media? • With all the new connections and data, what new value can these social connections provide?

35. May W • TIPS AND TAKEAWAYS • One of our early examples of making a tangible social difference involved an event that was likely goingto be cancelled.Asked to put out a last request in social media over a weekend to see if we could get enough registrations. • Utilized Facebook’s demographics targeting tools to zero in on grads in area and locals with rafting interest. Monday morning, event on with new registrations. • Also if you’ve been to LinkedIn sessions during conference, you’ve seen university and alumni tools that can dig deeper into social profiles/connections. Lots of great ideas and tools, with more to come, to give social media new possibilities! • ORGANIZATION IDEAS • Graduation, Mother’s Day, National Teacher Day, Memorial Day, Asian Pacific American Heritage Month.

36. Other Resources w • Social Media is relatively new industry with growing list of resources to help. Some of my suggestions helping me find some success new to these tools. • Create personal Twitter account, follow experts in your area of interest. • - Connect with me and we’ll figure it out together @TechnicallyTroy. • Use the tools, great social media, marketing, content chats: #socialchat, #blogchat, #RaganSocial, #smxchat • Social Media Examiner, Mashable news, and industry podcasts. • Social Media Success Summit online training. • What resources do you use?

37. w Today’s session evaluations will be e-mailed to you. Session handouts will be available after the conference. Conference registrants will receive an email with web link, username and password.