SOCIAL MEDIA & PMU

Presentation Overview

Target Audience

Marketing

Current Activity/Accounts

Assessment, Tracking and Maintenance

Crisis Management (Online Reputation Management)

Future Short Term Goals

TARGET AUDIENCE

Demographic Information

• Students: Population of 39,637

• Faculty/Staff: 10,750

• Alumni (Total living): 434,817

• Community:

• Lafayette, IN: 67,140 (Census 2010)

• West Lafayette, IN: 29,596 (Census 2010)

Source: Purdue Data Digest; 2010 Government Census

MARKETING

Short Term Goals• Increase our online community following on Facebook,

Twitter and Foursquare• Implement and track effectiveness of new social media

tools/trendsHash Tags, QR Codes, Photo Contests, etc.

Psychological Connection in Marketing

• “It [Psychology] can provide novel and exciting ways to reach consumers” -Psychology in Marketing, Anderson Analytics

• “It is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.” – Consumer Behavior: The Psychology of Marketing, Lars Perner Ph.D.

• Promotional vs. Informational

• “..word-of-mouth has a significant influence on purchase behavior.” -The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, The Journal of Interactive Marketing, 2011

• “…social network sites can help students learn about their peers and college which, in turn, can create satisfaction and affiliation with the University.”-Serious social media: On the use of social media for improving students' adjustment to college, The Journal of Internet and

Higher Education

Creating A Genuine Connection“Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Most things that users track on social networks can be leveraged to create a closer relationship with a customer.”

-http://mashable.com/2011/06/30/psychographics-marketing/

Creating an emotional or psychological

connection to your audience, through the

use of demographic information can be a

positive practice.

Promotional vs. Informational• “Ask any social marketing consultant what the number-one no-no is on

Facebook, and he’ll likely tell you it’s “broadcasting” you message instead of providing fans with relevant content and engaging on a continual basis.”

http://mashable.com/2011/04/02/5-facebook-marketing-mistakes-small-businesses-make/

• “People go to Facebook to make a connection or feel like part of a community.”

–Andy Smith, Author of “Effective and Powerful Ways to Use Social Media to Drive Social Change.”

Promotional Status Example: Today Pappy’s has great hamburgers on sale for $5.99

VS.Informational Status Example: Did you know that Pappy’s has a ton of great

hamburger options on their menu?

Content Calendar 2012

CURRENT ACTIVITY/ACCOUNTS

Benchmarking

• Updating status information two to three times daily.

• Facebook Ad campaign has generated over 95 clicks to the page.

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Lifetime Total Likes

Lifetime Total Likes

• Increased status updates from less than three a month to three to four updates daily.

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Followers

Followers

• Geo-tagging Game

• Claimed by M & M

• Claimed restaurants downstairs

Have to US mail confirmations

QR Codes

• What is a QR Code?

• Mobile/Tablet Sites are very important

Youtube, Facebook, Qualtrics

• Testing

ASSESSMENT, TRACKING AND MAINTENANCE

Scheduling• Fifty pre-scheduled

messages at a time are allowed

• Weekend scheduling

• Pulling analytics and reports

Tracking: Facebook Insights

Tracking: Twitter (Bit.ly)

• Twitter does not have tracking capabilities

• Tracking links posted on Twitter through Bit.ly

• Allows for creation of QR codes for advertising

CRISIS MANAGEMENT (ONLINE REPUTATION MANAGEMENT)

Why We should not ignore Comments

• A negative Social Media comment is forever.

• A negative blog can be found by any Google search of your company.

Blogs

The Reach of Comments

Comments

• Bad comments on Social Media are cumulative.

• Waiting to address bad publicity only makes a company look like they are hiding something.

“85% of U.S. adults say people are mostly kind online. Five percent of adults said people are mostly unkind and another 5% say it depends on the situation.” –U.S. Adults: Most People are Kind on Social Media [Study], Kate Freeman

Commenting Policy

We love your comments, suggestions, and constructive criticism.

Our Facebook page is a place to discuss, collaborate, and inform our constituents about the services and events offered at the Purdue Memorial Union. Our goal is to provide a positive online community to interact with our fans. We appreciate your comments and suggestions, but we reserve the right to delete profane, harassing, abusive or spam comments, as the administrator deems fit.

Short Term Plan: Immediate Response

• Immediate response

Address the user immediately and let them know we are working on their concern from their initial post.

o In addition to the wall post, send a direct message for contact information

Be prepared for them not to give their information

Short term plan: continued

• Email Directors of departments for immediate response

Need to address within 24 hours or first thing Monday morning if on weekend.

Respond genuinely & be transparent.

o If possible, resolve on the wall where it is posted.

o It is acceptable to apologize if we genuinely made a mistake

People respond better to that, then no acknowledgement at all

FUTURE SHORT TERM GOALS

Short Term Goals

• Create specialized Social Media Marketing initiatives for the different departments

Different services require different Social Media tactics

• Assemble a group to produce an in-depth negative comment policy

• Promote our presence online within current promotions

Short Term Goals

• Research and present possible Union wide Social Media Campaigns Major rewards, “Like to Win”, User generated content contests, etc.

• Investigate and stay in tune with current Social Media trends