Million Dollar Tweety

My Social Media Toolkit

#HeWebSYR @rcengelsman

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

• Day-to-day social media• Strategy / Advice / Planning• Video production• Writing• Storytelling• Social media is telling a story in real time

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

– Recent customer

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

– Recent customer

• Ithaca College Class of 2011• BA in journalism• Minors in religious studies & politics

• Active student body member

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

– Recent customer– Can grow a full beard

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

– Recent customer– Can grow a full beard

from pixelspread.com

It’s All About Me

Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College

– Recent customer– Can grow a full beard

Quick Note

We have two accounts

@IthacaCollegeM

ain account, always speaks as “we”

@IthacaNewsM

edia Relations account, targets journalists

The Tweet I Would Marry If I Could

How Do I Convince My Boss I’m Worth Millions?

The Big Picture

How Do I Convince My Boss I’m Worth Millions?

The Big Picture

Real-Time Social Use

How Do I Convince My Boss I’m Worth Millions?

The Big Picture

Real-Time Social Use

Analytics

How Do I Convince My Boss I’m Worth Millions?

The Big Picture

Real-Time Social Use

Analytics

How We Rope Students Into Doing Free Labor

How Do I Convince My Boss I’m Worth Millions?

The Big Picture

Real-Time Social Use

Analytics

How We Rope Students Into Doing Free Labor

Examples

Ithaca College Social Media Is…

Smart.Fun.Informative.Somber.Responsive.Diverse.

Ithaca College Social Media Is…

Smart.– Omniscient

Fun.– All-caps yelling, bad pun making

Informative.– “Hey there’s this cool thing you didn’t know about”

Somber.– Loss of students, etc

Responsive.– Speed, accuracy, understanding

Diverse.

Real-Time Tools

Desktop

Mobile

Real-Time Tools

Desktop– TweetDeck

Real-Time Tools

Desktop– TweetDeck– v0.38.2

Real-Time Tools

Desktop– TweetDeck– v0.38.2

Real-Time Tools

Desktop– TweetDeck– v0.38.2

Real-Time Tools

Desktop– TweetDeck– v0.38.2

#HeWebSYR

#IC2016School related searches

#IthacaProblemsDMs

Mentions

This List That List

This List

387 people in the IC Twitter community– Self-identified students that follow us– People that have tweeted us with some regularity

That List

125 organization/group/department/business Twitter accounts– Identified to us by a student organization survey

– Discovered over time

– Both This and That list are private to me only

This & That In Action

Potgate 2012

One student in Class of 2016 Facebook group makes others uncomfortable with drug references

Conversation spills onto Twitter

Potgate 2012

Potgate 2012

Potgate 2012

Potgate 2012

Potgate 2012

Never would have seen the spillover conversations on Twitter without the list

Able to approach involved parties and reassure / warn those acting inappropriately

Lucky to catch the tweets? Yes

Good tactics? I like to think so

Real-Time Tools

Desktop– TweetDeck– Timely.is

• Scheduling based on last 200 tweets

– Sprout Social• Paid service like HootSuite but better

Real-Time Tools

Desktop

Mobile– TweetBot– Sprout Social app– Luminance for photo editing

Analytics

What do we really want from social media?

How can we show it works without solid ROI?

Analytics

AnalyticsGrowth

Followers, likes, etc.

ReachW

ho saw it? How many RTs? Etc.

ConsumptionD

id those RTs equal more views? Clicks? Etc.

Who are we talking to? How are we talking to them?

Sprout Social FB Reports

More FB Reporting From Sprout

Basic Sprout Twitter Reports

Twitter Follower Demos From Sprout

60 / 40 is similar to our student bodyCompare to other accounts connected to the school for a better picture

Analytics

Who are we talking to? How are we talking to them?Conversation: We used a @ mention in a tweetNew vs Existing: Who we’ve tweeted with them before or not

Cataloging

Have we said this before?Are they repeat annoyances?

Ifttt.com

Tweets mentioning @IthacaCollegeTweets by @IthacaCollegeDMs to/from @IthacaCollege

To Evernote– Creates a searchable database of past tweets and conversations on your own terms

Student Social Media Team

New in spring of 2012– Applications only promoted via social media channels

– 30 applicants– Picked 7

Trocadero.com

Student Social Media Team

Weekly Meetings– Teachable moments– Upcoming events– Possible promotions– Paid in pizza

Trocadero.com

Good / Bad / Interesting

Good– More connected to student body– Help with ideas & coverage

Good / Bad / Interesting

Good– More connected to student body– Help with ideas & coverage

Bad– Not always reliable– Not aware of possible concerns

Good / Bad / Interesting

Good– More connected to student body– Help with ideas & coverage

Bad– Not always reliable– Not aware of possible concerns

Interesting– Don’t mind more structure without pay– Deeply enjoyed strategy conversations

Moving Forward

Bigger (15-20)

More focused

More structured

Moving Forward

Myhellofalife.com

Examples

#ICMoveIn

#OHatIC

Green Screen Challenge

Thank You Gallery

#ICMoveIn

Move In weekend is a perfect chance to engage new students and make them aware your social media exists

Gave out fake awards, coupons and gift certificates for local shops

Also a chance to show you’re real and have some fun

#ICMoveIn

#ICMoveIn

#ICMoveIn

#ICMoveIn#ICMoveIn

#ICMoveIn

#ICMoveIn

#ICMoveIn

#OHatIC

How can we go beyond just promoting events with links and text?

Takes time to perfect a strategy, but once ready, it was easy to execute

#OHatIC

Women’s March Madness video

BONUS SPRING BREAK CONTEST PROMOTIONAL VIDEO NOT SHOWN IN ORIGINAL PRESENTATION

Green Screen Challenge

Promo for the challenge

Final results of the challenge

Green Screen Challenge

Most students and young alumni loved it

But some alum thought it painted the College in a bad light

Important to remember our audience, which is pretty much everyone

TWO BONUS SOCIAL MEDIA EFFORTS FROM SPRING 2012

Traditional senior fountain jump; video was posted 3 hours after the jump

Short post-commencement teaser; video posted day after commencement

For both of these, speed was a factor because of how much is going on during Senior Week & right after commencementThese stuck out from all the other noise

Thank You Campaign

Give seniors a chance to say thanks

Make it unique to each person, but with a common thread

Thank You Campaign

Thank You Campaign

Posted a FB gallery of 55 photos

Most shared, commented and liked posts ever for our Facebook

Take the success and tie it back into your marketing strategy; they should go hand in hand

So What?

Tell a story

Tap into emotions

Find patterns

Be a little sneaky

Show that your social media cares

Queries / Concerns / Statements / Plugs / Etc

Rob Engelsman– @rcengelsman– rengelsman@ithaca.edu– rcengelsman.com