Transcript Headline

Social Media:
Connecting Students &
Faculty With Your
School
Allison Garriga &
Jeff Stanger
A Social Media Overview
Social Media Platforms Explained
I’m eating a donut
I like donuts
Here’s a vintage photo of my
donut
My skills include eating a donut
Here is my donut recipe
Watch as I eat a donut
Demographics of Social Media Users
71% of online adults use Facebook
28% use Pinterest
28% use LinkedIn
26% use Instagram
23% of online adults use Twitter
Other Highlights of the Pew Research
How do we choose the right social network?
Important Questions to Ask
What kind of content do you plan to
use/produce?
Do your potential fans spend time on the
network?
Does the network fit your demographic?
Does your industry have a presence on the
network?
Exercise #1
Based on the information you’ve learned so far, identify:
Who is your target audience?
On what social channels do you think they can they be
found?
How will you reach them?
TIP:
Don’t try to tackle all social channels at once. Come up with a
plan that focuses on one or two networks while you learn
more about your audience. Be awesome at one platform
rather than mediocre on several platforms.
Creating the Right Content
Whatever your objective is, we all
have a specific audience to reach.
How Content Marketing Works
We make
content
We click on
content
If we like it,
we
remember it
If we see more
content, we
revisit
We develop
trust & build a
relationship
If we need the
product, we
come back
Get Your Content Right
Find successful content in your niche (Who are
the influencers & what channels are they on?).
Who is doing the sharing?
Copy what works for them.
Build relationships with those who can help.
Experiment, learn, apply.
Make Your Content Compelling
1.
2.
3.
4.
5.
Know Your Audience
Find Your Voice and Tone
Provide Value
Start the Conversation
Automate and Engage
What Content Should You Be Posting?
Images are ideal
• On Facebook, photos get 53% more likes, 104% more
comments & 84% more click throughs on links
• On Twitter, photos get 35% more retweets
Start with the basic 5 types of updates: Links, images,
quotes, reshares, text.
Choose a staple type of post that will make up the
majority of your posts.
For every 4 “staple” posts, publish 1 different type
for variety.
How Often Should You Post?
What Are the Best Posting Times?
Organize Your Content
“I can create a content calendar and just write a
post for Facebook and use the exact same
message on my other channels.”
Wrong!
Build a Content Calendar & Develop a
Posting Strategy
Each network has a different audience and
therefore should have different content.
Take advantage of each social network and what
they offer.
Test your content on each network. If it doesn’t
work on one network, try it on another.
Exercise #2
Now that you are a content expert, take what
you have learned and create a content strategy
for your audience.
Questions to keep in mind:
• How often will you post to each channel?
• How will you find your content?
• How will you measure success?
Outreach Through Social Networks
Alumni and student networks have
the potential to be a huge asset to
your organization or school. They
already have a connection to your
school which can result in a lifetime
membership.
Creating Groups
LinkedIn Alumni Network
Use your personal “brand” to share your
institutions content.
• Reach out to as many alumni as you
can on LinkedIn and share your best
content with them.
Identify advocates and enthusiasts
• There are several active and savvy
social media enthusiasts on LinkedIn.
Below the header of their profile, get
an idea of how influential your alumni
might be.
Create communities to help your alumni
network
Tips for Engaging Alumni
Ask questions
Ask for advice
Share content that helps them do their work
better.
Encourage them to share their successes.
Via LinkedIn, identify influential alumni and
build ambassador programs.
Tips for Engaging Students
Encourage a students to do video diaries of
what they are learning.
Share a quote each week that reinforces the
primary curriculum point(s) for the week.
Share a weekly success story from an alum.
At the end of each week ask for feedback:
What did you learn? What was surprising?
What was harder than you thought? Etc.
Rely on social networking sites like
Facebook, Twitter and LinkedIn to
help you communicate your message
. But, don’t rely on them solely.
Exercise #3
How will you engage with your audience?
Are you going to create groups?
• Which networks?
Are you going to create pages?
• Which networks?
How often will you engage with the
groups/pages?
Growing Your Audience
Organic Growth Tips and Tricks
Use hashtags on Twitter.
Add social icons to emails
Tag others in posts/tweets
Host chats on Twitter and Facebook
Cross promote your channels
Paid Media
Paid media can help drive community
growth and engagement with a relevant
and targeted audience.
Facebook Ads
Twitter Promoted Accounts
LinkedIn Ads
Email Statistics
95% of consumers use email and 91% check it once a
day (that’s still more than Facebook).
There are 3.25 times more email accounts than social
media accounts.
Last year, marketers reported email delivered 40%
more new customers than Facebook and Twitter.
42% of heavy social media users say that email is the
best way for brands to communicate with them.
Integrating email with social is the best way to
maximize your brand online.
Email Campaigns
Market Across Multiple Platforms
Convert your Facebook fans into Twitter
followers and LinkedIn connections into
contacts on Google Plus.
Capture email addresses across all of your
platforms in order to increase the permission
you have with students & alumni.
Exercise #4
Growing Your audience on your social networks
Will you have paid methods or primarily
organic?
What will your budget be?
Will you use email? How often will you send
them?
Q&A
Resources
Creating a LinkedIn Group:
https://help.linkedin.com/app/answers/detail/a_id/1164/~/groups---getting-started
Creating a Facebook Group:
https://www.facebook.com/help/167970719931213
LinkedIn Groups vs. Pages
http://marketingland.com/linkedin-pages-vs-groups-vs-answers-30011
Thank You
Allison Garriga
[email protected]
www.Linkedin.com/allisongarriga
Jeff Stanger
[email protected]
www.Linkedin.com/jeffstanger