Barnes Overview

AMY BARNES:

OVERVIEW

March 2013

• Who am I?

– What is my philosophy?

• How do I view Social Media?

– Where do my skills lie?

• What do I consider to be “good” social

media?

• What deliverables can you expect from

me?

• How do I measure success?

• What is my impression of XX's social

media efforts?

– What are some resources and

relationships XX should investigate?

Overview

2

WHO AM I?

WHAT IS MY

PHILOSOPHY?

My Mindset

*Source: “IDEO CEO Tim Brown: T-Shaped Stars: The Backbone of IDEO’s Collaborative Culture”, January 2010.

Soft Skills

• Curious, Thirst for Knowledge

• Human Centered

• Empathetic

• Collaborative & Team Oriented

• Mentor & Facilitator

• Conceptual Thinker, Visionary

Hard Skills

• Digital Background

• Strategy

• Planning

• Brand Building

• Global

My Background

• Writing & Editing

• Quality Assurance Testing

• User Experience Architecture

• Marketing Communications

• Campaigns

• Programs (e.g. Advocacy)

Broad generalist who is

creative, has lots of

empathy and tends to get

very enthusiastic about

other people’s work,*

with an interest in human

behavior, technology &

culture

4

My Philosophy

Source: Story, Louise, “The New Advertising Outlet: Your Life,” The New York Times, October 14, 2007.

“We’re not in the business of keeping the media

companies alive.

We’re in the business of connecting with Targets.”

-Trevor Edwards,

VP Global Brand Management, Nike

I’m interested in connecting with XX

alumni, students, fans, advocates and potential

students - on their terms - for the betterment and

benefit of the XX.

5

HOW DO I VIEW

SOCIAL MEDIA?

WHERE DO MY

SKILLS LIE?

Information on this slide represents my interpretation. Resemblance to specific thought leadership is coincidental.

Communications Today

Web 2.0

(‘Social

Web”)

Mobile

Devices

Cloud

Computing

Semantic

Language

U-M

Faceb

ook

Focus

Revie

w

Tiger

s

Sche

dule

“True

Blood

”

episo

de

YouTub

e

Cat

video

Target

Context

7

Hyper-Contextual

Targets will act as their

own entities, curating

their own digital

experiences and

stepping in and out of

others’ experiences.

Brands will produce

individualized,

modularized

experiences portable in

nature and based on the

user’s entire context, not

just interests (hyper

relevancy).

AKA lifestreaming.

Social Media: Only One Part

Social is the LONG CONVERSATION

amidst a total communications planOrganization Need

Target Need Industry Driver

Channel

Channel

Channel

Channel

Channel

Channel

Channel

Adapted from Grey London’s “Long Idea.”

8

Elements of Social Media Management

Program Strategy

Platform

Strategy

Content Strategy

Advocacy,

WOM/Social WOM

(CRM)

Community

Management,

Relationship

Building,

Planning, Analysis

9

Content strategy,

planning, ideation

and

implementation

Elements of Strategy

Contextually Relevant

Communications

Goals & Objectives

Technology

Trends

Target Insights

10

3 Phases of Strategy

Strategy Development

Ideation Support

Planning

11

My Strategic Knowledge

Competitive Analyses, Research Reviews, Stakeholder Interviews

Segmentation & Personas

Channel (OLA, site, email, call center), Platform/Site (enterprise, mobile, social), &

Syndication Strategies

Branding, WOM, Gamification

Campaign/Cross-Channel Strategies

Human Behavior

(organizational development/behavior, social/cultural norms, behavioral psychology, behavioral economics, anthropology)

12

Trends

Analysis

Analysis &

Optimization

My Experience vs. Social Media RolesProgram Strategy

Community Management

Content Strategy

Social Media

Best Practices

Messaging

Strategy

Ideation

Goals &

Objectives

Global

Strategy

Content

Strategy

Listening –

Analysis

Content

Planning

Site

Implementation/

Publication Daily

Planning

Responsibility:Director Community Manager

Voice & Tone

Guidelines

Social Media

Strategy

Community

Engagement

My E

xp

eri

en

ce

Program

Strategy

(i.e. Advocacy)

Decision

Journey

Mapping

Campaign

Strategy

Listening –

Implementation

& Reporting

Example

Included

Research

Design

13

WHAT DO I

CONSIDER TO BE

“GOOD” SOCIAL

MEDIA?

• Strategy

– “Provide value to cardmembers”

• Major efforts

– Small Business Saturday

• “…[Motivated] card holders to visit local

mom-and-pop shops. It put Facebook at the

center of the promotion, drawing in 1.2

million fans in just three weeks.”

– Sync

• “Lets cardmembers [sic] tie their cards with

Foursquare, Twitter and Facebook to

receive location-based deals and offers

directly to their Amex cards.”

– Sync Tweet-to-Buy

• A person who wants to buy a $25 American

Express Gift Card just tweets

#BuyAmexGiftCard25. Amex then tweets

the person back, asking the shopper to

confirm the purchase.”

Case Study: American Express

15Source: http://www.digiday.com/brands/how-amex-got-social-religion/

Applicable Lessons

• Provide value to your

audiences

• Embed social into

existing

efforts/process

(adding value), not as

one-off

• Use platforms in a

way that is natural to

users

• The “Daily Twist” campaign

– Celebrated the 100th birthday of the iconic cookie

• The Challenge

– “Make this old cookie young”

• Strategy

– “Make Oreo relevant every day”

• Solution

– A social program with 100 days of content

– Facebook, Twitter, Pinterest, Oreo hub

– Fan engagement via discussion, involvement via

crowdsourced topic for the 100th day

• Results

– 280% increase in Facebook shares

– 515% increase in retweets

– ROI? Sales?

Case Study: Oreo

16Source: http://vimeo.com/53117696

Applicable Lessons

• Real time marketing

• Production processes

that supported daily

content creation and

publishing cadence

• Cultural relevancy

• Brand aligned with

consumer value

propositions

WHAT

DELIVERABLES

CAN YOU EXPECT

FROM ME?

Thinking & Deliverables

• Program Strategy Development*

– SWOT Analysis

– (Student Decision Journey Mapping)

– Goals & Objectives

– U-M Social Target Analysis

• U-M Social Conversations

(listening)

• U-M Communities Profile

• Trends

– Competitive Analyses

• Messaging Strategies*

• Channel Planning*

– Targets, roles, best uses for properties

(e.g. Facebook vs. Tumblr)

• Publication Strategy

– High-level Planning*

– Daily Content Calendar*

• Culturally relevant (e.g. memes,

• Experience Maps (How it all works together)

• Social Campaigns

– Strategy & Plan

• Creative Strategy

– Ideation facilitation

– Social concept evaluation

• Research Planning

• Analysis & Optimization

• POVs

– Case Studies

– Best Practices

*Potential Deliverable

Processes and deliverables

will be tailored to XX’s

needs after a period of

evaluation.

18

Example Goals Mapping

Goal/

XX Mission

Target

Audience

Social

Channels & Tactics

Objective

(Measurable)

Measurement

Methodology

Arts & Creativity

Cost Cutting &

Budget

Diversity

Entrepreneurship

& Innovation

Global XX

Heritage

Sustainability

Organizational missions (goals) should

drive every strategy and plan.

19

HOW DO I

MEASURE

SUCCESS?

• Impact the Work, Impact the Organization

– Evidence of Improved Performance

– Evidence of Inspiration

– Evidence of ROI, Improved Spend/Cost Savings

• E.g. Increased Operating Dollars

• Thought Leadership

– Anticipate questions/needs before they arise

– Enhanced relationships throughout the organization

• Recognition of Excellence

– Sought out internally, by social media industry, and by other educational

institutions

Success Measures

21

WHAT IS MY

IMPRESSION OF

U-M’S SOCIAL

MEDIA EFFORTS?

• Social media consulting company

Sociagility recently ranked XX #4 at

using social media best, “…

determined by how each school

attracted attention to its social media

pages — based on site traffic,

followers, views and engagement — as

well as receptiveness to listening to

comments, interaction, network reach

and trust.”

1. XX

2. XX

3. XX

4. XX

• Given its already stellar use of social

media, where can XX go from here?

Preliminary SWOT Analysis

Strengths

• Strong branding

• Strong x-platform interaction

• Owns spaces in unique ways (e.g. #hailyeah)

• Enthusiastic interaction and love of fans

Weaknesses

• Delineation between some platforms could be stronger

• Content sometimes misses opportunity to connect

• Lack of cultural relevancy

• Lots of messages

Opportunities

• Value-oriented social media programs

• Targeting to increase engagement (reach)

• Applying learnings from WOM marketing and anthropology

Threats

• Competitive spends

• Sophisticated use of technology

• Pace of digital change will make technology focused investments less ideal

23Source: http://mashable.com/2012/03/30/universities-social-media-savvy/

• Central marketing department

– Creative, content managers, developers

• Distributed marketing departments

• School of Information

– HCI, UXA

• Department of Anthropology

– Research

• Digital Anthropology Group

• Development

• Admissions

• Other colleges & universities

• Social media organizations

Advantageous Resources & Relationships

24

Advanced partnerships would

be developed over time as a

part of a larger social media

program strategy.

Thank You