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Marketing That Makes You Money™
www.precisionmarketinggroup.com
Strategic Social Media ManagementPrepared for Harvard University
Contact: [email protected]
Follow:@PMGTweets
@SusanL_D
Resources
• Presentation and Handouts– www.PrecisionMarketingGroup.com/HU
• Questions after the program– Email:
– Twitter Direct Message• @susanldpmg• @pmgtweets
• Harvard Tools– Social Media Policy
• http://harvie.harvard.edu/Policies_Contracts/University_Policies/
• Learn From Others– http://socialmediagovernance.com/policies.php?f=7
Benefits of Social
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2016.pdf
Why ProgramsFail
§ No vision
§ No buy in
§ Lack of time
§ Not “listening”
§ Broadcast mentality
§ Fear of failure
Lesson #1
Don’t Build a Social Media Strategy
Harvard Consistently #1
Be Stubborn With Your Vision
• Why are you doing this?
Be Stubborn With Your Vision
• Why are you doing this?– Examples
• "Our social media vision is to increase awareness of our research and get other geneticists participating in the conversation.”
• "Our social media vision is to be better connected with students living on campus and increase participation in on campus safety courses.“
• To get you started…• Create more/better interaction with
“customers”
• Create conversation with experts
• Improve “customer” service
• Understand trends to improve knowledge
and relevancy of our content
• Improve internal collaboration
• Aid in recruitment – employee, student,
experts etc.
• Increase community interaction
• Expand reach and connect with people
who do not know about our work
• Generate more blog/web site traffic
• Monitor and enhance department
reputation
• Deliver information more quickly and
timely
• Gather competitive intelligence
• Get input for new research
• Generate leads
Blogging Makes a DifferenceSome Examples• Princeton
– Purpose: To develop and maintain a reputation for Princeton's social media presence as an important forum for conversations about a range of issues; to use social media as an integral part of an overall communications strategy to maintain and increase the prominence of Princeton University's programs, initiatives and members of its community; and to engage a full range of constituencies in new and flexible ways.
• http://www.princeton.edu/communications/services/social-media/061611_Princeton_Social_Media_Strategies.pdf
• Georgia State University Library Social Media Statement– “The Library’s social media services will be used to promote
understanding of information literacy and library services and to create an informed, involved patron community through social media platforms.”
Lesson #2
Be Specific
Who Are You Trying To Reach?
• Influences– Channel– Goals– Content
It’s Not All About You
Imagepropertyofkeablogs.com
Set Purpose for Each Channel
For Instagram we will share photos that communicate our company culture. We will do this by posting 3 photos a week that will achieve 30 likes plus 10
comments each.
For Instagram we will share photos that communicate our company culture [to help us attract and retain top technical talent]. We will do this by posting 3 photos a week that will achieve 30 likes plus 10 comments each.
What Indicates Success?
§ Conversation
§ Amplification
§ Applause
§ Economic Value
Blogging Makes a DifferenceDashboard
Lesson #3
1 Person’s ResponsibilityMany Can Contribute
• Lack of buy-in
• Lack of time
Why ProgramsFail
Tips for Getting Buy-In
• Lead with the why
• Assign an “owner”
• Create an “event”
• Get people involved
• Report regularly
• Allow time for training and education
Lack of Time
• Lead with the why• Assign an “owner”• Get people involved
• Don’t surrender to perfect
• Content Calendar and Schedule– HootSuite– Buffer
• Create multi-use content• Put it in your calendar
– Schedule the time – its not an adjunct to your job it is part of your job
– But post when people are “listening”
• Get in, Get out
There is a lot of noise
“For me, marketing with social media is harder than it was 12 months ago”
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2016.pdf
Time commitment remains similar
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2016.pdf
Blogging Makes a DifferenceAn Example
http://www.visionfriendly.com/services/smm-update.asp
Why ProgramsFail
§ No vision
§ No buy in
§ Lack of time
§ Not “listening”
§ Broadcast mentality
§ Fear of failure
Lesson #4
Marketing That Makes You Money™
www.precisionmarketinggroup.com
ContentContext
Blogging Makes a DifferenceSome ExamplesCreateauniversalhashtagduringanevent,thatallowsattendeestoparticipateastheeventhappens
Usetwitterandothersocialmediaaccountstonotifythecommunityaboutrelevantnewsandinformationthatneedstobespreadquickly
Blogging Makes a DifferenceSome Examples
FacebookOfficeHours:
1.)Postabouttheofficehours2.)Videobyprofessor3.)Askquestionsviacomments4.)Responsevideobyprofessoransweringquestions
Blogging Makes a DifferenceSome ExamplesInthisexample,HarvardusesITunes,takingengagementtoanotherlevel,byadvertisingafreelecturetheiraudiencecandownload.HarvardchosetouseFacebookandothersocialmediastopromotethis
Listen§ What do you want to listen for?
§ Department Name§ Competitors§ Topical§ Other
§ Search§ Google§ Addictomatic.com
§ It’s about more than capturing the comment
§ Engage and follow influencers
Blogging Makes a Difference
What’sYourGameplan?
Best Practices and Next Steps
1. Set a vision and communicate2. One owner, multiple participants
– Give people the time
3. Pick the right platform– Based on vision– Based on audience
4. Great content – Right context– Create calendar– Be timely
5. Listen and share more than you “talk”– 2 ears, 1 mouth
6. Measure
How Schools use
Social Media• Learning/Academic• Recruitment• Community Building• Information Sharing• Professional
Development
Infographic:Onlineuniversities.com
