social media best practices for suffolk staff + admins
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social best practices
Tuesday, February 11, 14
email open rates
Tuesday, February 11, 14
email open rates
paid
2002: 37.3%
Tuesday, February 11, 14
email open rates
paid
2002: 37.3%
2009: 26%
Tuesday, February 11, 14
email open rates
paid
2002: 37.3%
2009: 26%
2011: 17%
Tuesday, February 11, 14
email open rates
2014?email
Tuesday, February 11, 14
gmail email tabsemail
Tuesday, February 11, 14
there are seasonal trends in email. Heck,
there are hourly trends in email.
Tuesday, February 11, 14
banner ads
banner ad click-thru rates
paid
mid 90’s = 3.0%
Tuesday, February 11, 14
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
banner ads
Tuesday, February 11, 14
banner ad click-thru rates
paid
mid 90’s = 3.0%
early 2000s = 0.5%
2010 = 0.1%
banner ads
Tuesday, February 11, 14
cost-per-click demand of google
paid
going down 15% y.o.y.
adwords
Tuesday, February 11, 14
paid
social media content =
seen by more of your targetsthan most other medium at frequency
much higher than most other mediums
Tuesday, February 11, 14
how social should look
Tuesday, February 11, 14
how social should look
owned
Tuesday, February 11, 14
how social should look
paid
ownedearned
Tuesday, February 11, 14
how social should look
owned
project strategy
earned
Tuesday, February 11, 14
how social should look
paid
owned
integratedproject strategy
earned
Tuesday, February 11, 14
owned
Tuesday, February 11, 14
owned
cultivationengagement
conversation facilitation
Tuesday, February 11, 14
owned
Tuesday, February 11, 14
owned
cultivationengagement
conversation facilitation
custom contentrepurposing web/project content
Tuesday, February 11, 14
owned : custom
Tuesday, February 11, 14
owned : custom
Tuesday, February 11, 14
content calendar
Tuesday, February 11, 14
Tuesday, February 11, 14
owned : brand journalism
Tuesday, February 11, 14
owned : brand journalism
Tuesday, February 11, 14
owned : brand journalism
Tuesday, February 11, 14
owned : time sensitive
Tuesday, February 11, 14
owned : non-time sensitive
Tuesday, February 11, 14
earned
earned
Tuesday, February 11, 14
earned
ongoing pursuit of earned media
Tuesday, February 11, 14
earned
ongoing pursuit of earned media
standard vs. new
Tuesday, February 11, 14
earned
ongoing pursuit of earned media
active content creation
Tuesday, February 11, 14
earned
Tuesday, February 11, 14
project strategy
integratedproject strategy
Tuesday, February 11, 14
!at rammy
Tuesday, February 11, 14
!at rammy
Tuesday, February 11, 14
!at rammy
Tuesday, February 11, 14
Tuesday, February 11, 14
paid : the double standard
paid
Tuesday, February 11, 14
paid : the double standard
marketers are happy to pay X dollars for postage to ensure
prospectives see direct mail pieces.
Tuesday, February 11, 14
paid : the double standard
marketers are happy to pay X dollars for postage to ensure
prospectives see direct mail pieces.
& not many people questions this.
Tuesday, February 11, 14
paid : the double standard
why should it be any different for social?
Tuesday, February 11, 14
paid : the double standard
social advertising & people freely tell the internet where they
went to school =Tuesday, February 11, 14
paid : the double standard
new mailing/email address
Tuesday, February 11, 14
paid : the double standard
Tuesday, February 11, 14
paid : the double standard
Tuesday, February 11, 14
how to plan
Tuesday, February 11, 14
Tuesday, February 11, 14
facebook: tipsfacebook
tips
strategymeasurement
habits
Tuesday, February 11, 14
facebookfacebook habits
used to be personal + private
Tuesday, February 11, 14
facebookfacebook habits
used to be personal + private
until the baby boomers showed up
Tuesday, February 11, 14
facebookfacebook habits
used to be personal + private
until the baby boomers showed up
and now brands are starting to arrive
Tuesday, February 11, 14
78% of daily US users use it on their phone
facebook habits
Tuesday, February 11, 14
73% of 12 to 17 yr-olds in the US use
Facebook.
facebook habits
Tuesday, February 11, 14
64% of that base use it
daily.
facebook habits
Tuesday, February 11, 14
50+% of college students look at it !rst thing in the
morning
facebook habits
Tuesday, February 11, 14
the way in which marketers use Facebook (i.e) looking at their timeline page….
habits
Tuesday, February 11, 14
…is not the same way their target audience uses it.
facebook habits
Tuesday, February 11, 14
https://www.facebook.com/suffolkuniversity?ref=hl
facebook habits
Tuesday, February 11, 14
facebookfacebook strategy
strategy
Tuesday, February 11, 14
facebookfacebook content
•High visibility university-wide events
•Prestigious + notable + niche speakers or events
•Spur of the moment viral events/content
•National-interest content with a Suffolk-spin
Tuesday, February 11, 14
facebookfacebook•Student+Campus+Boston visuals + Stories
•Student/faculty/staff success stories
•School + Suffolk related questions --> platforms to start conversation
•Emergency alerts/notifications
content
Tuesday, February 11, 14
facebookfacebook
RelatableInspiring
FunnyPride-building
YOU
Novel.
content
Tuesday, February 11, 14
facebookfacebook
RelatableInspiring
FunnyPride-building
YOU
Novel.
photovideo
concise writingstark/
stands out
content
Tuesday, February 11, 14
facebookfacebook
Time of dayfrequency
mix of medium
content
Tuesday, February 11, 14
facebookfacebook
Time of dayfrequency
mix of medium
content
content calendar
Tuesday, February 11, 14
facebook: tips
link issues
scheduling
sizing
facebook tipstips
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook sizing
Tuesday, February 11, 14
facebook: tipsfacebook scheduling
Tuesday, February 11, 14
facebook: tipsfacebook measurement
Tuesday, February 11, 14
Tuesday, February 11, 14
facebook: tipsfacebook
tips
strategymeasurement
habits
Tuesday, February 11, 14
facebook: tipsfacebook habitstwitter is used as a search enginge
2.1 billion searches a day
very likely to follow brandsTuesday, February 11, 14
facebook: tipsfacebook habitstwitter is used as a search enginge
2.1 billion searches a day
% of users that don't tweet 40%
Tuesday, February 11, 14
facebook: tipsfacebook habitstwitter is used as a search enginge
2.1 billion searches a day
% of users that don't tweet 40%
mobile twiter users are:
very likely to follow brandsTuesday, February 11, 14
facebook: tipsfacebook habits
Tuesday, February 11, 14
facebook: tipsfacebook habitstwitter is:
more personal + private
Tuesday, February 11, 14
facebook: tipsfacebook habitstwitter is:
more personal + private
1 v 1 converastion happening
Tuesday, February 11, 14
facebook: tipsfacebook habitstwitter is:
more personal + private
1 v 1 converastion happening
ephemeral/"eeting
Tuesday, February 11, 14
facebook: tipsfacebook
strategy
Tuesday, February 11, 14
facebook: tipsfacebook content•High visibility university-wide events
•Prestigious + notable + niche speakers or events
•Spur of the moment viral events/content
•National-interest content with a Suffolk-spin
Tuesday, February 11, 14
facebook: tipsfacebook•Student+Campus+Boston visuals + Stories
•Student/faculty/staff success stories
•School + Suffolk related questions --> platforms to start conversation
•Emergency alerts/notifications
content
Tuesday, February 11, 14
facebook: tipsfacebook
RelatableInspiring
FunnyPride-building
YOU
Novel.\
content
Tuesday, February 11, 14
facebook: tipsfacebook
RelatableInspiring
FunnyPride-building
YOU
Novel.
personalmore personalityrandom engagmentsconversations
real-time
relationship building
content
Tuesday, February 11, 14
facebook: tipsfacebook measurement
Tuesday, February 11, 14
facebook: tipsfacebook
link issues
scheduling
sizing
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook link issues
Tuesday, February 11, 14
facebook: tipsfacebook sizing
Tuesday, February 11, 14
facebook: tipsfacebook scheduling
Tuesday, February 11, 14
Tuesday, February 11, 14
mobile-only users
quality not quantity
they stay inside the app(you can’t link outside)
Tuesday, February 11, 14
this is where underclassman
are and the future classes
Tuesday, February 11, 14
•High visibility university-wide events
•Prestigious + notable + niche speakers or events
•Spur of the moment viral events/content
•National-interest content with a Suffolk-spin
Tuesday, February 11, 14
•Student+Campus+Boston visuals + Stories
•Student/faculty/staff success stories
•School + Suffolk related questions --> platforms to start conversation
•Emergency alerts/notificationsTuesday, February 11, 14
•Student+Campus+Boston visuals + Stories
•Student/faculty/staff success stories
•School + Suffolk related questions --> platforms to start conversation
•Emergency alerts/notificationsTuesday, February 11, 14
Tuesday, February 11, 14
setting goals
measurement
content calendar
training on social programs
1 on 1 training
Tuesday, February 11, 14
how you can work with OMC
Tuesday, February 11, 14
https://wikis.suffolk.edu/display/SUWC/Social+Media+Guidelines+and+Best+Practices
Tuesday, February 11, 14
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