your data-driven social media strategy

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Your Data-Driven Social Media Strategy Alaina Wiens @alainawiens

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Penn State Web Conference 2012

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Page 1: Your Data-Driven Social Media Strategy

Your Data-Driven

Social Media Strategy

Alaina Wiens

@alainawiens

Page 2: Your Data-Driven Social Media Strategy

Goals

Channels

ContentMeasure

Evaluate

Social Media Strategy

Page 3: Your Data-Driven Social Media Strategy

Goal-Setting

Page 4: Your Data-Driven Social Media Strategy

Measurable

goals set the

foundation for a

strong social

media strategy.

Image Source:

http://2wheelsdown.wordpress.com/2010/02/27/my-first-brick/

Page 5: Your Data-Driven Social Media Strategy

Goal-Setting

• What do you hope to accomplish?

• What audience to you hope to reach?

• What kind of community do you want to

build?

• What results can you hope to achieve?

• Can these results be quantified?

• How will you know when you’ve been

successful?

Page 6: Your Data-Driven Social Media Strategy

“ We want UM-Flint’s social networks

to be online communities, where not

only the content—but the experience

itself—reinforces our brand. At the

University of Michigan-Flint,

everyone matters.

Page 7: Your Data-Driven Social Media Strategy

UM-Flint’s Goals

1. Grow the university’s online communities

within in-use and new social networks.

2. Increase engagement and participation

within these communities.

Page 8: Your Data-Driven Social Media Strategy

Choosing

Channels

Page 9: Your Data-Driven Social Media Strategy

Choosing Channels

• Which social networks will best help you

reach your goals?

• Which is preferred or most-used among your

target audience?

• Which networks will best allow you to

connect with your potential community?

Page 10: Your Data-Driven Social Media Strategy

Concentrate your

efforts first where

your audience

already lives—

make the

relationship

barrier-free.

Image Source:

http://www.njpsfence.com/

Page 11: Your Data-Driven Social Media Strategy

Concentrate on

what you can

do well.

Image Source:

http://www.matsugov.us/planning/index.php

Page 12: Your Data-Driven Social Media Strategy

“ Because the university is already

engaged on Facebook, Twitter,

YouTube, Flickr, and Foursquare, we

are not in a position to choose

channels from scratch. Instead, our

choices concern the channels on

which to focus our energy.

Page 13: Your Data-Driven Social Media Strategy

Find Your Data

• Published research

• Your own research

• Your own experience

• Your established communities

• Your colleagues

Page 14: Your Data-Driven Social Media Strategy

Content

Page 15: Your Data-Driven Social Media Strategy

Content

• How will you communicate?

• What matters to your audience?

• What content is the most engaging?

• How can you best be part of your

community?

• What messaging will help you reach your

goals?

Page 16: Your Data-Driven Social Media Strategy

“ People like to know what’s

happening on campus, they want to

be able to provide feedback to the

university, and they like to see

themselves and their peers featured

in photos and videos.

Page 17: Your Data-Driven Social Media Strategy

Find Your Data

• Published research

• Your own research

• Your own experience

• Your established communities

• Your colleagues

Page 18: Your Data-Driven Social Media Strategy

Find Your Content

• Editorial meetings

• Contacts across your campus

• Content calendar

• Student newspaper

• Other social channels

Page 19: Your Data-Driven Social Media Strategy

Evaluation

Page 20: Your Data-Driven Social Media Strategy

Evaluation

• What metrics will measure your success?

• Is your content reaching your audience?

• Is your messaging effective?

• Is your community engaged?

• Have your goals been reached?

Page 21: Your Data-Driven Social Media Strategy

“ Our goal is to identify trends for what

works (or doesn’t) over time.

Comparative reports will be compiled

on a quarterly basis.

Page 22: Your Data-Driven Social Media Strategy

Some Examples

Facebook

• Percentage of growth per quarter in: total likes, people talking about this, and total reach

• Most and least successful content per quarter using post-level data categorized by content type

Twitter

• Percentage of growth per quarter in: total followers, interactions (mentions and retweets)

• Most consumed content per quarter using click-through and share rates

Page 23: Your Data-Driven Social Media Strategy

What does

success look

like?

Image Source: http://memeorama.com/exploitables/success-kid-meme-

template-blank/

Page 24: Your Data-Driven Social Media Strategy

Find Your Metrics

• Insights

• Reach

• Impressions

• Click-throughs

• Influencers

• Interactions

• Growth

• Followers

• Likes

• Conversation

• Trends

• Spikes

Page 25: Your Data-Driven Social Media Strategy

Adaptation

Page 26: Your Data-Driven Social Media Strategy

Adaptation

• What is most successful?

• Are you making progress toward your goal?

• Is your goal still relevant to your community?

• Is your community still the same?

• Where can/should you adjust your methods?

Page 27: Your Data-Driven Social Media Strategy

Your Communities

• Communities build themselves.

• Communities change over time.

• Demographics may change.

• Behavior may change.

Page 28: Your Data-Driven Social Media Strategy

Goals

Channels

ContentMeasure

Evaluate

Social Media Strategy

Page 29: Your Data-Driven Social Media Strategy

Resources

• Noel-Levitz

• Meet Content

• EDUniverse

• FollowEDU

• BlogHighEd

• Higher Ed Live

• Link: The Journal of

Higher Education Web Professionals

• uwebd

• .eduGuru

• “The community <3”

Page 30: Your Data-Driven Social Media Strategy

Questions?