strategy at the core of social success (smss - higher education)
TRANSCRIPT
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Strategy at the CORE of Social Success
Chris Barrows - July 23rd, 2015 Social Media Strategies Summit - Higher Education
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Chris Barrows (@CBarrows)Photo Credit: Sy Aybudu
Who Am I?
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Digital Communications Group
Photo Credit: Flickr User - DSkley
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The NYU Social Team
Photo Credit: Flickr User - DSkley
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The STRATEGY FIRST System
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Strategy = Recipe for Success
Photo Credit: Flickr User - Cubina
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Defining STRATEGY“A plan of action to achieve a MAJOR or OVERALL AIM”
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Photo Credit: Flickr User - falequin *photo has been altered
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Social Strategy at NYU
NYU Social Strategy Overview - 2014/2015
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We don’t have all of space and time…Photo Credit: Flickr User - Rooners
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A strong strategy
Photo Credit: Flickr User - Cubina
TIME takessaves
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The 4 Steps to Strategy First
1. Define Your Purpose
2. Establish Goals
3. Create An Action Plan
4. Evaluate and Evolve
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Define your PURPOSE
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Photo Credit: Flickr User - epsos
We work in a crowded space…
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Photo Credits: Flickr User - 83794824@N07
Purpose makes us
UNIQUE
DRIVES STRATEGY
and DEFINES VALUES
and ultimately…
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Purpose also helps us define our VOICE
Photo Credits: Flickr User - D_T_Black
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?ASK YOURSELF!• What is the purpose of my organization? What do we value?
• How can our strategy support the organization at large?
• What’s our social voice? What do we sound like?
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Establish GOALS
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Photo Credit: Flickr User - RachelPasche
Goals Help Us Reach Out Destination
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Photo Credit: Flickr User - Keylosa
- Align goals with your organization PURPOSE and VALUES
- Ensure goals are MEASURABLE
- Be REALISTIC
- Set A TIMELINE
Strategic Goal Setting
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Align Your Goals & Values
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Align Your Goals & Values
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allow you to define SUCCESS or FAILURE
Measurable Goals
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NYU Instagram Strategies - 2013/2014 and 2014/2015
Example: Measurable Goals
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and it’s ok to fail!
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Be RealisticThings to Think About
» How much time can we dedicate to this strategy?
» How many team members will be involved?
» What kind of budget are we working with?
» Do we have the leadership’s support?
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» Start and end date
» Check-in points
TIMELINE REQUIREMENTS
Set A Timeline
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NYU Instagram Launch Strategies
Set A Timeline
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?ASK YOURSELF!
•What would we like to accomplish?
•How will we measure these potential accomplishments?
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Create an ACTION PLAN
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Strategy Turns IDEAS Into ACTIONPhoto Credit: Flickr User - Keylosa
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Flickr User: Curtis PerryPhoto Credit: Flickr User - Curtis Perry
Your Action Plan IS Your Roadmap
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» Be specific
» Assign roles to actions
» Provide/build support documentation
Photo Credit: Flickr User - Adam Clarke
Keys to Building an Action Plan
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NYU Facebook Strategy - 2013/2014Photo Credit: Flickr User - Adam Clarke
Keys to Building an Action Plan
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Keys to Building an Action Plan
» Search #NYU and respond to at least five twitter users per day
» Use Instagram video feature to introduce #NYUMoment video campaign
BE SPECIFIC - EXAMPLES
Photo Credit: Flickr User - Adam Clarke
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Photo Credit: Flickr User - Peter J Lambert
Assign Roles
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
NYU Social Media Style Guide - 2014/2015
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
Alumni Content Matrix
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
1. Visit nyu.edu/socialmedia
To view resources mentioned:
2. Click “Training and Support”
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Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
» Social Response Guide »includes Crisis Response
» Contact Lists
» One-pagers (help guides)
OTHER RESOURCES
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?ASK YOURSELF!
• Are these actions realistic within your team’s workflow?
• What actions can you take to work towards your goals?
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EVALUATE and EVOLVE
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Photo Credit: Flickr User - 19347622@NOO
Utilize A/B Testing
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» What worked?» What didn’t work?
Photo Credit: DMVFollowers
Conducting Your Evaluation
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Photo Credit: Flickr User - Nancy
Use Analytics to Measure Success
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Photo Credit: Flickr User - Nicmcphee
Revise Actions (Accordingly)
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Example: Foursquare at NYU
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Photo Credit: Flickr User - Nicmcphee
Example: Foursquare at NYU
» Prior to new “Swarm” app, NYU had over 15k “check-ins” per month
»Saw an 80%+ decline in “check-ins”» Determined less focus on Foursquare was needed.
WHAT HAPPENED?
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Photo Credit: Flickr User - Dharder9475
Document Social Campaigns
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Documenting CampaignsThings To Highlight
» What worked? What didn’t?
» Comparisons (if possible) to previous campaigns
» Success or failure of defined goals
» Additional links and resources
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#CongratagradNYU Campaign
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?ASK YOURSELF!
• What changes did you have to make throughout your plan? (if any) and did they help?
• Did you meet your goals at the end of your defined period.