embracing the new: creating a presence on emerging social channels
DESCRIPTION
The University of Michigan demonstrates best practices for creating a presence on an emerging social channel, making the most of your current channels, and when it may be time to hit delete.TRANSCRIPT
How Did I Get Here?
What I Do73,780 Followers @UMich
581,337 Followers /universityofmichigan
33,915 Followers @UofMichigan
15,254 Followers /uofmichigan
1965 Followers @UofMichigan
6,015 Followers @UMich
50,137 Followers /universityofmichigan
5,340 Followers +universityofmichigan
● Community Management● Content and Campaigns● Manage Student Interns● Consulting● Reporting● Create Best Practices● Etc, Etc, Etc...
2188 Followers umichstories.tumblr.com
The Social Landscape
Before You Create - Evaluate
What We Did
BEFORE:Dec 2012: 481 Followers
Posting 10 times per weekIncomplete, inconsistent boards
Not taking advantage of Pinterest offerings
AFTER:March 2013: 1445 FollowersPosting 100 times per week
12 new boardsRenaming, recovering of all boards
By optimizing your existing social profiles, you can both reward existing followers, and gain new ones, without creating a new channel to populate with content.
Our Results
Posting 100-200 times per monthPartner with Pinterest for the launch of Place Pins#2 University on Pinterest in total followersA case example for our Pinterest strategy
Before You Create - Evaluate
• Optimize your profile• Streamline your content• Engage with your followers
• Set goals, track your progress• Analyze your competition
The Social Media Wave
Are You Ready?
Is your audience already here? What will this add to your existing presence?
Do you have content to populate your new channel?
Who will manage your new presence?
What To Do Next
Define your goalsMake a plan of action
Measure your progress Redefine Have Fun!
Success Stories: SnapchatAlmost half of college-age Snapchat Users said they would open a
snap from a brand they’ve never heard of, and 73% said they would open one from a brand they did know.
Close to 70% of students said they’d even add a brand as a friend
Snapchat was created in September, 2011uofmichigan created Snapchat in February, 2014
What We Did● Enlisted an “expert”
● Planned several fun, easy
campaigns
● Hoped for the best
Results● Over 1100 followers in 1 week
● Received over 700 snaps
● Receive 10-20 Snaps per day
Where We Go From Here
● Turn our fun interactions into something useful
● Interact with the audience where they are
● Humanize our brand
Maybe You’re Not Ready (That’s Okay!)
When To Hit Delete
What We’ve Learned
