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Elevate your social media strategy at the Summer Institute for Public Health Practice. Learn to engage diverse audiences, create community, and measure success effectively. Dive into editorial planning, content types, and platform tactics for increased engagement and reach. Discover the art of storytelling, building an authentic UW brand persona, and converting followers into advocates. Unleash the power of visuals, gestures, and strategic planning to amplify your impact. Join us on August 5, 2014, and transform your social media presence.
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Social Media WorkshopSummer Institute for Public Health PracticeAugust 5, 2014
Table of Contents • About Us • Goals & Measurement • Vision & Style • Editorial Planning • Tips • Your Turn • Resources
The UW Social Media Universe • Central Properties • Broad UW audience representation • Large scope of content • Extensive reach Data as of 7.16.2014
Our primary objectives • Tell Our Story • Reach different audience types (more than science/academic). • Gather and share stories from depts. • Attract positive media coverage. • Mobilize Our Fans • Respond in real time. • ID influencers. • Engage fans and followers to sway influencers, amplify advocates and convert detractors. • Create Community • Showcase areas of shared concern/values. • Develop community contests. • Engender feelings of nostalgia. • Feature user-generated content.
How we measure success • Voice share: fans, followers, impressions, views, etc. • Year-over-year growth • Influence:likes, retweets, shares, etc. • Engagement: comments, Web traffic, event attendance, signups/promotion responses, donations, etc. • External rankings: Klout, FanPageList.com, etc.
Target audiences • Alumni • Community/business/political leaders • Current students • Donors (current and prospective) • Faculty & staff (current and prospective) • Friends, community members and fans (sports, arts) • International audiences • Media • Parents • Peers • Prospective students
Persona Be the in-the-know young alum who can tell multi-faceted, culturally relevant stories through a captivating and personable lens. • Authentic to the UW brand • Conversational and relatable • Knowledgeable but awed by discovery • Prideful and spirited • UW, Seattle and PNW local enthusiast and community builder • Conversant in U-Dub language (Go Dawgs, Bow Down, etc.) In comment replies/customer service interactions • Timely, empathetic and respectful
Purposeful • Enriches content • Relevant/timely Visuals • Connected • Branded • Location (PNW) • UW people (ex. Miss Seafair) Relatable • Personal • Shareable • Captivating • Attracts attention
Gestures Acknowledge the cleverness, admiration, enthusiasm, opinions, expertise and pain points of our audiences.
Gestures Acknowledge the opinions, expertise and pain points of our audiences.
Content types • News • Breaking news, internal & external (ex., UW prof. live chatting about Japan earthquake) • Department news • External media coverage • General news (ex., rankings, awards)
Content types • Events • General UW events (i.e., career fairs, public lectures) • Strategically significant events (e.g., Annual Address, Commencement) • External /partner events (e.g., Paws on Science)
Content types • Stories/Profiles • Contests/Promotions/Campaigns • Creative Content/Throwback Thursday
Content types • Special offers • Deadlines(e.g., applications) • “Front Porches” • Athletics • Arts • Medicine/Research • Pride Points
Facebook vs. Twitter • Facebook is better for: • Cultivating community engagement • Showcasing imagery/visuals • Higher visibility overall • Twitter is better for: • Customer service • 1-on-1 relationship building • Media relations • Breaking news • International outreach
Tactics for increasing voice share • Contests(but follow the rules!) • Exclusive access: Q&As, pre-sale access to events, breaking news, etc. • Retweet generously (but not gratuitously) • Promoted posts (on Facebook)
Facebook“Like” ad campaign • Run dates: June 4–30 • Gained 10,576 new fans • 2.9 million impressions • Avg. cost: 24 cents/fan • Total budget: $2,500
Most popular UW posts • Anything with: • Mascot (Dubs) • Cherry blossoms • Football • But also: • Other sports • Photos, especially of campus iconsand especially from Instagram • Pride points • “Gee, I didn’t know that” posts • Posts that engender nostalgia
Even the “unpopular” ones… … are important because they achieve goals that aren’t measured in “likes” or retweets, such as • Qualified job applicants • Reputation building/management • Visibility for other depts. beyond what they could get on their own
How to pick the right channels • Who is using/might use the channel? • What has its growth trajectory been? • What are the benefits of using the channel? • What are the drawbacks? • How does it compare to existing social media channel? What is its unique value proposition? • How likely is it to be adequately supported/funded by its creators?
How to pick the right channels • What is required to engage with this channel? (Learning curve, staffing needs, etc.) • How can we measure whether we’re successful? What metrics does the channel provide? • How will this channel integrate with existing properties? How will it impact or complement other opportunities/partnerships/properties?
Assignment • Figure out a compelling piece of info you want to communicate. • Jot down who your target audience(s) is. • Draft: • One Facebook post & describe the visual that goes with it. • One tweet – remember only 140 characters and spaces do count!
Good websites about social media • Mashable.com • danzarrella.com • allfacebook.com • www.insidefacebook.com/ • www.mediabistro.com/alltwitter • http://blog.hubspot.com • www.convinceandconvert.com/author/jay-baer • www.nptechforgood.com/category/social-media
Roles of Social Channels • Facebook: Utilize as our flagship property that embodies the spirit of our community and represents the UW in a way that is engaging, informative and accessible. • Google+: Increase our visibility in search and reach different demographic (geekier, more male). • Instagram:Share beautiful and fun photos of the UW experience. • LinkedIn: Inspire, inform and connect alumni and students, with UW stories and career resources. • Pinterest:Showcase a visual scrapbook of campus, PNW life, Husky Pride, events and contest content. Plus gallery of merchandise.
Roles of Social Channels • Twitter: Connect, engage and share with our community in the moment with customer service, breaking news, live tweeting, retweeting, etc. • Vine:Share the amusing and unconventional through short video. • YouTube: Showcase the best of the UW through video. • *Tumblr:Highlight the undergrad experience and engage with prospective students.
Our Social Media Team • 50% of my job • 50% of a monitor’s/hunter-gatherer’s job • 50% of an analytics person’s job • 50% of an intern’s job (10 hrs./week) • 40% of a photographer/videographer’s job • 20% of a designer’s job • 20% of a strategist’s job • 10% of a writer’s job • 10% of an ad buyer’s job Total current investment: 2.5 FTEs