9/20/2012

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Leveraging Social Mediato Your Advantage

Ry Colman, Coordinator of E-Engagement

Today’s Agenda

• Social Media 101• Strategy and Goal Building• Tactics & Best Practices• Examples• Q & A, Discussion

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What Are Social Media?

• The future of communication.• Internet-based platforms that increase and enhance the sharing of information.• Online communities that integrate technology, social interaction and the construction of words, pictures, videos and audio.

• Social media are online toolsthat support conversations and relationships.

• Real people having realsocial interactions online.

In Other Words…

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So, What Are Those Tools?

Let’s Focus On These…

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Facebook

• 950 million users worldwide

• 500 million users log into FB each day

• 5 new profiles created every second

• 300 million photos uploaded daily

• 20 minute stay per visit on average

• 1 in 5 page views occurs on Facebook

Why MAA Uses Facebook• Brands on FB extend their reach up to 200%

• Brand engagement via FB up 176% in 2011

• Education 2nd among industries acquiring constituents via FB

• 80% of users prefer to connect to brands via FB

• 67% of users trust info they see on FB

• Ages 25-34 use FB the most

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Twitter

• 225 million users, 140 million active daily

• Nearly 500,000 new users join daily

• 340 million tweets per day

• At least 30% of users follow brands

• 34% of marketers generated leads in 2011

• 140 characters limit (it’s quick)

Linkedin• Largest worldwide professional network

• More than 150 million users, 45% growth since 2011

• 2 new users per second

• 70% of users are between 24-54 years old

• Fastest growing demographics are students and recent grads

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MAA Social Media

• ≈ 9,000 Facebook fans

• ≈ 8,000 Twitter followers

• 16,500+ Linkedin group members

• 70,000+ MU alumni on Facebook, Linkedin

“If you build it, they will come.”

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Creating a Social Media Strategy

• Your roadmap for social media success

• Goals are your destination

• Tactics are your vehicle

Goal Setting: What’s Your Destination?• The end point on your social media roadmap

• Goals = Measurable Results

• What do you want to accomplish?– Communicate with current group members?

– Increase alumni participation?

– Volunteer recruitment?

– Higher event attendance?

– Build a stronger community?

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MAA’s Primary Objectives• Increase MAA brand awareness, relevance,

value within the target audience

• Build more personal relationships with alumni

• Provide a forum for alumni to interact

• Encourage active participation and involvement

• Inform alumni about MAA & campus news, events and information

Defining a Target Audience

• Does NOT have to be one group

• Segment your audience– Active group members

– Area alumni who aren’t members/participants

– Alumni in nearby areas without their own group

– Current students from the area

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Strategize with Tactics• How do we accomplish our goals and reach

our target audience?– Create once, publish everywhere

– Adapt messaging for each social community

– Encourage users to join ALL your communities

– Create content that stimulates discussion• Then actively engage in those discussions

More Tactics• Be personable and be a listener

• Be the authority

• Respond to inquiries and handle adversity with reason and tact

• Build relationships with top influencers

• Connect and cross-promote with peer groups

• BE RELEVANT!

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Choosing the Right Platform• Facebook

– “Celebration Channel”

– News, info, events, fun topics, general chatter

• Twitter

– Urgent news and updates

– Linking to more expanded content

• Linkedin

– Career & Professional Networking

Facebook Best Practices• Post 1-3 times per day

• Brand, brand, brand

• Encourage conversation

• Encourage users to post content

• Read and respond to fan comments

• Share posts from peers

• Encourage student interaction

• Photos, link & videos are GOLD

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Twitter Best Practices• Cross-promote

• Share

• Listen

• Respond

• Ask

• Demonstrate leadership

• Champion stakeholders

• Establish a voice

• Use #hashtags

• Live tweet

Linkedin Best Practices

• Focus on career-related discussions

• Highlight opportunities professional networking with peers can provide

• Pose questions to facilitate discussion

• Post relevant events

• Use Linkedin to find potential group members

• Consider involving students

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What Do I Post?• Athletics

• Campus, Pride & Nostalgia

• Announcements

• Photos & Videos

• Questions

• Contests

• History, Facts & Rankings

• Holidays

• WeatherFrom University of Michigan Study

Facebook Examples• Houston Texas Tigers

• Mizzou Alumni Austin

• Mizzou Alumni Chicago

• Mizzou Alumni in Kansas City

• Gateway Tigers

• MU Triangle Tigers Alumni

• DFW Mizzou Tigers

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Twitter Examples• @mizzoumafia

• @MizzouMadison

• @DCMizzouAlumni

• @ATLMizzouTigers

• @Mizzou_Philly

• @GatewayTigers

• @MAAChicago

• @dfwmizzoutigers

• @BhamMizzou

Linkedin Examples

• Mizzou Alumni

• Mizzou Mafia

• KC Tigers- Mizzou Alumni in Kansas City

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Resources for You Ry Colman

colmanr@missouri.edu(573) 884-9062

www.mizzou.com/brandingBrand Resource Center

Thank You!