Fording the Social Media Channel
#fordtheriver
http://mstnr.me/FordTheRiver
@plautmaayan
@MalloryWood
• Gooooooooooooooal setting• Ford the river with your wagon party • Timing, it is everything... and nothing• Your content arsenal• In 60 minutes or less...• Networks and Networking• Bunnies
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Example
Goal: Use Facebook to impact recruitment.
Example
Goal: Use Facebook to impact recruitment.
SMART Goal: Increase interactions on Facebook with Class of 2017 students by 15% before April 1, 2013.
Examples of measurable objectives
• Increase followers by __%• Increase content sharing __%• Increase website traffic __%• Increase avg time on blog __%• Increase donations __%• Increase applications __%• Increase attendance at events by __%
http://mstnr.me/CASESMA2012
ROI = (Gains - Costs) / Costs
‣After 2 months you gained 500 new LIKES on FB.‣You spend 5 min a day posting, listening,
and managing your Page (that’s 310 minutes).‣You earn an annual salary of $45,000
(that’s equivalent to an hourly rate of $21.64 or 36 cents/minute)
[500 - (310*$.36)] __________________________
(310*$.36)
Cost per Follower
$3.48
Cost per Follower
CASE STUDY
The Great Give - FSU
“The best thing we could do was reach out to members where they were and how they were communicating.” - Daniel Krueger, Assistant Director of Annual Giving
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Admissions
Marketing and Communications
Students
Alumni
Work study and Interns
Alumni Relations
Res Life/Student Affairs
OnlineApparent
Transparent
Accessible
OnlineApparent
Transparent
Accessible
OfflineApparent
Transparent
Accessible
Photo by Joseph Carr
UWRightNow.wisc.edu
Results• 1,018 stories, photos, videos, tweets• Submissions from 50 states• Submissions from 66 countries• 14,000 unique visits to the site• Average time on page = 5 minutes• Mobile traffic = 20% of visitors • Site shared 8,000+ times on social networks
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image of clock?
Photo by Petar Milošević - CC BY-SA 3.0
http://mstnr.me/TimingStudy
Twitter‣ 1:00 - 3:00PM ET Mon. through Thurs.‣ Avoid posting after 8:00PM.‣ Avoid posting after 3:00PM on Fridays.‣ Peak traffic times are 9:00 AM - 3:00PM ET Mon.
through Thurs.
Facebook‣ 1:00 - 4:00PM ET = highest click throughs.‣ Peak traffic time is Wednesday at 3:00 PM.‣ Avoid posting after 8:00PM and before 8:00AM‣ Wait to post until after 11:00AM
‣ Tweets during "busy hours" (8:00AM - 7:00PM) receive 30% higher engagement than Tweets published outside that time frame.‣ Tweets containing less than 100 characters receive
17% higher engagement than longer Tweets.‣ Tweets with one or two hashtags receive 21% higher
engagement than those with three or more hashtags.‣ Tweet no more than 4 times a day.‣ Include images and links for highest engagement.‣ Suggest tweeting on weekends.
http://mstnr.me/BuddyMediaData
‣ Posts with 80 characters or less receive 23% higher interaction than longer posts.‣ Photo posts receive interaction rates 39% higher than
average. ‣ Do not post more than 7x a week.‣ When fans are asked to comment on a post, there is a
3.3x higher comment rate than when they are not asked to comment.‣ When fans are asked to share a post, the share rate is
7X higher than those posts not asking fans to share.
http://mstnr.me/BuddyMediaDataFB
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Photo by Jan Mehlich - CC BY-SA 3.0
Photo by David Kelleher - CC BY-NC-ND 2.0
ResultsTwitter: 822 mentions, 263 new followers, and 871 website clickthrus (a 204% increase from 2010).
FourSquare: 308 people viewed the various check-in specials and 213 people unlocked the specials.
YouTube: 1 video submission with 250 views.
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Social Media Calendar
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In 60 minutes
or less.
Courtney MallamCoordinator, Print & New Media
Glendon Campus of York University
@CourtneyMallam
Megan BernierUniversity Writer
Saint Lawrence University
@msteverb
Donna TalaricoIntegrated Marketing Manager
Elizabethtown College
@donnatalarico
Ann WhiteFormer Web Communications Coordinator
Oklahoma Christian University
@annmwhite
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Photo by HighEdWeb - Flickr
Hashtags to Track
#edUi#psuweb#sunycuad
#casesmc#higheredlive#cmgrchat
CASE RegionalsAmerican Marketing Association
Mallory WoodDirector of MarketingmStoner, [email protected]@mstoner.com
http://mstnr.me/FordTheRiver
Ma’ayan PlautSocial Media CoordinatorOberlin [email protected]@oberlin.edu
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