get social final presentation - msu billings · 2019. 10. 3. · pitch crafting the elevator pitch...

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Welcome!

UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices

Friendus,followus,tagus,likeusandtweetus.

Butdosocarefully,thoughtfullyandwithYellowjacket spirit.


Althougheachunit operates itsownsocial mediaoutlet,allofficialMSUBillingssocialmediaaccountsareavoice fortheuniversity.

Whenusing anofficially recognizedsocialmediachannel,

YOU arerepresenting MSUBillings.


Commonsenseandsound judgmenthelpavoidmostvexingissues.


• Personal Account:Asocialmediaaccountforthesolepurposeofpersonaluse.Therearenoidentifications of thepersonasarepresentativeofMSUBillings andcontentis restricted topersonal information.

• PublicAccount:Asocialmediaaccountwhereaperson representsMSUBillingsas faculty,stafforarepresentativeofauniversity-relatedorganization.Thisincludespersonal brandingaccounts,suchasacoach’sblog, inwhich theemployeeidentifies asaposition facilitatedbytheiremploymentwith theuniversity.

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A fewthings toconsider:


• Nevershareyoursocialmediapasswords aroundtheworkplaceorclassroom.

• Protectconfidentialandproprietary information.• Respectcopyrightandfairuse.• Usageof theMSUBillings logo(s).



BeforeYouDoAnything:DoYouReallyNeedaSocialMediaAccount?


TobeanOfficially-recognized MSUBillingssocialmediaaccount,itmustbereviewedandapprovedbyUniversityRelationsand

InformationTechnology.


Newregistrationprotocol:

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BrandingBasicsTrevorBelnap,ChadSchreier,KealyDowd&LaceySolheid

5FactorsThatDefineABrand

• BrandPromise• At its core,abrand isapromise toconsumers.Whatwill consumersgetwhen theypurchaseaproductor serviceunderyourbrandumbrella?

• BrandPerceptions• Brandsarebuilt byconsumers,notcompanies.Ultimately, it’s thewayconsumersperceiveabrandthatdefines it.


• BrandExpectations• Basedonyourbrandpromise, consumersdevelopexpectationsforyourbrand.

• BrandPersona• Rather thanasking, “What isabrand?”abetterquestion mightbe, “Who isabrand?”Everybrandhasapersona.Thinkofyourbrandasaperson.


• BrandElements• Yourbrand is representedbythe intangibleelementsdescribedaboveaswellas tangibleelements suchasyourbrand logo,messaging,packaging,andsoon.Ifoneelement isawry,yourentirebrandcansuffer.

TheBottomLine

• Bottom-line,abrandisclear,reliable,andbelievabletobothyourconsumersandyouremployees.

• However, brandsaren’tbuiltovernight.

Source:https :/ /aytm.com/blog/research-junction/branding-factors/

WhatisaBrand?

• Abrandismorethanalogo,tagline,advertisementormissionstatement• Itisastoryofyouroffice,yourdepartment,thedivision,theuniversity.

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TheGoldenCircle

• HowGreat Leaders InspireActionbySimonSinek• “Peopledon’tbuywhatyoudo.Theybuywhyyoudoit.”• Basicformatforanelevatorpitch

CraftingtheElevatorPitch

• Knowyouroffice,department,and/ordivision• Sitdownwithyourstaffmembersandconsiderthefollowing:• What impactdoyouhaveonthe livesofstudents?Faculty?Staff?Alumni?Donors?Thecommunity?

• Whatarethestrongest skills ofyourdepartment?Whatkindsofprograms,events, lessons, lectures, etc.doyouofferthecampuscommunity?

• What isdifferentaboutwhatyouoffer?Whatcanyouoffer thecampuscommunitythatotherscan’t?

• Whatdrivesyourdepartment?Whydoyoudowhatyoudo?

AnExample:

Asanoffice,theSUBbelievesstudentsuccessandthestudentexperience are immenselyenhancedthroughengagementoutsideoftheclassroom.Weworkbothindividuallyandcollaborativelywithotherdepartments andorganizationsoncampustooffermeaningfulandeducationalprogramsandentertainmentforthecampuscommunity.We’reresponsibleforallactivitiesandeventsthattakeplaceoutsideoftheacademicrealm.

CreatingBrandAmbassadors

• BrandAmbassador:• Apersonwhoworks foranorganization torepresent itsbrand inapositive lightandbydoingsohelp toincreasebothbrandawarenessandsales.

WeightWatchersStockPrice2015-2016

• Faculty/Staff

• ActiveCommunityMembers

• Students!!!!

Whoareyourbrandambassadors?

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BeinganAmbassadoronSocialMedia

• Select yourambassadorcarefully,andmakesuretheyunderstandyourbrand.

• Useavariety ofmediatorelayyourmessage;Tweets,Videos,etc...

• Strive forauthenticity.

BrandConsistency

• Thedifferencebetween agoodbrandandagreatbrand…

• Whatisconsistency:• Partofyourmarketingstrategy• Easytorecognize• Flowsacrossmarketingchannels• Reinforcesyouridentitywithcustomers

BrandConsistency

• Whatmakesconsistencyimportant?• Confidence• Familiarity• Strategy• Givesauthority• Promotesconversation• Encouragescustomerinteractionatahigher level

BrandConsistency

• Basicstepsforyouroffice:• Communication iskey• Access toinformation• FollowtheBrandingGuide fromUniversityRelations• LeveragetheCampusStore resources• Accountability• Budgeting forsuccess

BrandConsistency

• http://www.msubillings.edu/urelations/guidelines.htm• http://www.msubillings.edu/urelations/Editorial_Guidelines.htm• www.northstarmarketing.com• www.venveo.com• www.brandobility.com Questions?

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MeasuringSuccess:UnderstandingAnalytics

ShaylaFox,MandyMadler,&ElizabethAlmann

Howcanyoumeasuresuccess?

1.DefineSuccessWhyareyouonsocialmedia(orwanttobe)?Setdepartmentalorofficegoals

2.AnalyzeResultsSocialMediahasbuilt-in analyticstools whichinclude reachandengagement

SettingGoals• Settinggoalsisthefirststepincreatingasuccessfulsocialmediapresence.• Goalscouldbe:• Increasingturnout toanevent.• Informingstudentsofadeadline.• Creatingapositivecampusenvironment.

• Canyouthinkofanyexamplesofgoalsyouwouldsetforapostorevent onsocialmedia?

ReachMeasureshowmuchandhowoftenothersinteractwithyouandyourcontentonsocialmedia.

Engagement

Measureshowmuchandhowoftenothersinteractwithyouandyourcontentonsocialmedia.

FacebookPage LikesReactionsShares

Comments

TwitterRepliesRetweets

Modified TweetsFavorites

Instagram Likes

Comments

PinterestRepinsLikes

Comments

FacebookInsights

• FacebookPageInsights:• Monitorwhat's workingandnotworkingonyourPage.• Understand thepeople wholikeyourPageandengagewithyourposts.• Makedecisions aboutthebestwaystoconnectwithyouraudience.

• PostReach:thenumberofpeoplewhosawyourpost,brokendownbypaidposts,organicposts,orasidebysidecomparison.

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InfluencersonCampus

• MSUBillingsOfficialFacebookPage• MSUBillingsChancellor• Offices(OCI,Housing,StudentUnion,MoneySmart,Advising&CareerServices,Jackets &Co.,Library,etc.)• Clubs(TRiO Advocates,SUW,SAB,RHA,Veterans)• Students

TrialandError

• Creatingasuccessfulsocialmediapresencerequirestryingdifferentthingstoseewhatworks.• Differentcontent:videos,pictures, links toarticles, word-only.• Postingatdifferent times.

• Trialanderrorwillhelpyoufigureoutwhenyourspecificaudienceisonlineandincreaseyouroverallreachandengagement.

Example #1CansAroundMcMullen wasoneofthemost successfulsocialmediacampaignstheOfficeforCommunityInvolvementranand this specificposthadlotsofengagement.Reasons:• Competition• Pictures• TaggingotherdepartmentsGoal:• PromoteGivingbacktothecommunity• Gainhypefornextyear

Example #2TheOffice forCommunityInvolvement’s Salvation ArmyAngelTreePost hada large reachand lots ofengagement.Reasons:• Useof influencer on campus—MSUBillings

• PicturesGoal:• Increase campusmorale &promoteMSUB spirit ofgiving

Example #3MSUB Financial Aid &Educationreached aspecific audienceReasons:• Useof influencer on campus—RenoCharette/Office ofAmerican IndianOutreach

• PictureGoal:• LetNativestudents know about aspecific scholarship opportunity

• Promote MSUB BeMoney Smart

Questions?

get social final presentation - msu billings · 2019. 10. 3. · pitch crafting the elevator pitch...

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