smss boston2015 mike_petroff
TRANSCRIPT
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Embedding Social Media into
Your Communications
Strategy
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Mike Petroff Digital Content Strategist, Harvard University
@mikepetroff
Nice to meet you!
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“
Developing your social media
strategy, in a nutshell.
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Our social media strategy is
to…
◉ develop community
◉ listen to our community
◉ engage with our audience
◉ establish a brand voice
◉ amplify authentic stories
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Our social media strategy is
to…
“Ignite the existing community
and attract new members by
amplifying the experience with
relevant and engaging content”
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Our social media strategy is
to…
“Enhance the customer
experience by facilitating
authentic conversations”
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Our social media strategy is
to…
“Target influencers with
engaging assets to act as
platforms for conversation”
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“
Generate your own:
http://whatthef*ckismysocialmediastrategy.com/
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What social media looks like…
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What social media measures...
Why, Facebook, why?
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What we ask social media admins to
do…
“Please post this on
Facebook because no
one checks their email.”
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Let’s talk strategy
How do you integrate social media
more effectively into your broader
communications strategy?
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Communications roll-out
Objective Tactic Strategy
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Communications roll-out
Objective Tactic Strategy
Photo: http://tenthlifecats.tumblr.com/
Social Media
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Communications roll-out
Objective Tactic Strategy
Photo: smilingcat01.files.wordpress.com
Social Media
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Community
Awareness Affinity
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Community
Awareness Affinity
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Community
Awareness Affinity
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Community
Awareness Affinity
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Community
Awareness Affinity
Photo: superherohype.com
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Build
Community
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Community
◉ Identify communities
◉ Establish relationships
◉ Make content shareable
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Research and analysis
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Research and analysis
SocialRank
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Research and analysis
Twitter Advanced Search
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Research and analysis
Twitter Advanced Search
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Research and analysis
Worldcam (Worldc.am)
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Crowd-sourced
content “Some typical things Berklee
students do in a 24 hour period.”
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Crowd-sourced
content “A big thank you to everyone in our
community that helped capture
#HarvardinAutumn this year.”
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Make
content
shareable
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Build
Awareness
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Awareness
◉Increase reach
◉Target audiences
◉Make content clickable
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Increase reach
Your audience is your best
distribution engine. Make your
web content transition smoothly
into social media.
Tip #1:
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Increase reach
An email to an influencer can
sometimes be more important
than a Tweet to your entire
audience.
Tip #2:
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Increase reach
Shift from this...
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Increase reach
… to this.
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Place your screenshot
here
Know your metadata
Facebook Open Graph
Twitter Cards
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Know your metadata
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Know your metadata
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Know your metadata
http://www.theverge.com/2015/7/14/8965451/twitter-article-previews-auto-expand-summary-cards
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Audience Targeting Reach the intended audience.
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Location
Interests
Demographic
s
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Interests
• Targeted: U.S., Canada,
most MLB teams
• Post reach: 33% non-fans
(average is about 20%)
• Post engagement rate
double the average
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Make content clickable
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Build
Affinity
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Affinity
◉Shift opinions
◉Encourage loyalty
◉Make content meaningful
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Content with meaning
Oklahoma State University
“It’s time to share your
#ORANGE love, We want to
hear from you!”
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School pride
Texas A&M University
Aggies participated in the
ultimate Aggie moment: playing
the school’s war hymn at their
place of work, home, or their
chosen location.
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Editorial calendar
Colorado State University
“This Valentine's Day, we set out
to find CSU sweethearts who
both work on campus. Here's
how well they know one
another.”
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Encourage loyalty
Boston University
“24-hour fundraising drive to
benefit the BU Annual Fund”
https://givingday.bu.edu/
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Encourage loyalty
Harvard Alumni Association
Housing Day Challenge 2015: How did
living in your House shape your
experience at Harvard?
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Ultimate goal
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Objective Tactic Strategy
Social Media
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Things you can do today
Use social media tools to
research audiences
Find user-generated content and
influencers
Think about why someone would
share your content
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Community
◉ Identify communities
◉ Establish relationships
◉ Make content shareable
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Awareness
◉Increase reach
◉Target audiences
◉Make content clickable
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Affinity
◉Shift opinions
◉Encourage loyalty
◉Make content meaningful
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Shareable, Clickable,
and
Meaningful
Make content that is:
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Community
Awareness Affinity
Photo: deadline.com
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Any questions ?
Find me at:
◉ @mikepetroff
◉ mikepetroff.com
Thanks!