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A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation www.ucmo.edu/ur/case

A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

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Page 1: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

A Comprehensive Social Media Strategy

Robin Krauseassistant director of marketing services

Heather Hickersonmarketing writer / editor

Presentationwww.ucmo.edu/ur/case

Page 2: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Office of University Relations

• Besides our traditional marketing functions, University Relations maintains the university’s “official” social media presence.

• Work closely with individuals across the institution.

• Measuring effectiveness of our efforts.

Page 3: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Why Write a Social Media Strategy?

• Build brand loyalty • Cultivate relationships • Have direct interaction with audiences• Connect and share

Page 4: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

UCM’s Social Media History

• UCM YouTube channel• Flickr• Facebook profile for Mo the Mule• Changed to Facebook fan page• Carry brand designs to the Web• Twitter

Page 5: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Steps in Developing Strategy

• Set your goals• Identify your audience• Narrow your focus• Create content• Engage your audience• Measure and evaluate your results

Page 6: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Progress

• Meet with other campus groups to get them to consider whether they could put in the effort and the resources to be successful with social media on their own.

• Buy-in from most campus groups• Many existing groups / fan pages encouraged

their fans to join the main UCM site instead.

Page 7: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Evaluation

• Determine key indicators to track, such as:• Total interactions• Comments• Likes• Wall posts• Retweets• Subscribers

• Use these indicators to determine future efforts

Page 8: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Facebook Evaluation

Page 9: A Comprehensive Social Media Strategy Robin Krause assistant director of marketing services Heather Hickerson marketing writer / editor Presentation

Q & A

A Comprehensive Social Media Strategy

Robin Krauseassistant director of marketing services

Heather Hickersonmarketing writer / editor

Presentationwww.ucmo.edu/ur/case