Social Media Analysis & PlanUniversity of

Oregon

Spring & Summer 2015

By students Craig Garcia, Ashley Carter, Darin Shelstad, Chris Larsen, and Andrea Harvey

Table of ContentsPART ONE: Monitoring, 3

Summary & purpose, 4

• Methodology, 5-11

Data table, 12-15

• Results & conclusions, 16-27

Social media audit, 28-33

Data Analysis, 34-66

• Followers, 35-38

• Reach, 39-42

• Engagement, 43-48

• Audience demographics, 45-55

• Optimizing posts, 56-67

PART TWO: Social Media Plan, 68

Situation analysis, 69-76

• S.W.O.T., 71-75

• Audience, 76

Objectives, 77-83

Strategies, 84-89

Measurement & evaluation, 90-91

Implementation, 92

Technology & tactics, 93-94

Budget & spending, 95

Editorial calendar, 96-

PART ONE:Monitoring current social media for theUniversity of Oregon

Summary and Purpose• The University of Oregon is arguably the most popular

university in the northwest. That’s primarily because of football – and that’s reflected in social media. With 20,000 students enrolled and attached to the UO brand, it’s important to see how they perceive their university.

• It’s also important to monitor the UO brand on social media

because the brand is so well known, that you have to see what users are saying about the university in order to capitalize on how to promote the brand in the future.

• And like with any brand, it’s also important to notice the negative remarks put on social media towards your organization so you can see how to positively respond to them.

Methodology – Approach• The first approach to researching was to think about

where we would post if we wanted the UO to notice what we were saying about them.

• One of the UO’s strategies on Twitter is to retweet a lot of tweets that they get mentions in, or relate to the university.

• Twitter became the basis for research on social media because we knew that was the primary place users were seeking the UO’s attention.

Methodology – Engagement• We also wanted to know what were the sites the UO felt

they had the strongest engagements with, and according to the social media coordinator we spoke to, that was Facebook and Instagram, so we made sure to focus our primary research on those sites as well.

• With Instagram we realized that #UniversityOfOregon wasn’t a popular tag, and the @mentions weren’t too noteworthy so we decided to expand the search by looking up popular hashtags related to the school such as #GoDucks and #ScoDucks

Methodology – “Wild Cards”• In regards to unique/non-traditional social media sites,

we decided to focus on sites that had a large college-based audience. That’s how we came up with the Reddit data point and the “Dressed up Ducks” blog, which we initially found through Tumblr.

• We also wanted a data point that focused on the UO administration, which has been in the news recently with a new UO President. Through Google Alerts we found “UO Matters”, a site ran by a UO Professor that does educated critiques on the administration.

Methodology – Credibility• The primary ways we determined credibility was through

seeing how notable their presence is on social media (specifically within the UO community) and how consistently they post.

Methodology – Credibility• For Twitter and Instagram, we looked at how many

followers the user for our data point had and how often they tweeted.

• For the Facebook page, we wanted to make sure they had a decent amount of “likes” and their posts were consistent and original.

• The “Dressed up Ducks” blog didn’t have any views or comments that we were able to view, but they were consistent with their posting, with their most recent post being student fashion at Sasquatch (as of June 4).

Methodology – Credibility• UO Matters had consistent posts and the majority of their

content had active comments that were made up of debate or critique, and not spam/advertisements.

• The “UofO” subreddit had over 1,000 subscribers, and their posts were consistent as well.

Methodology – Time Frame

• We looked at posts from April 30th to June 1st, and we monitored these posts over one week….

Data Table – Unique Data Points

• The following data table lists the 10 unique data points that we found during our monitoring.

• The table is split into three parts – Source, Source Credibility, and the Date/Time the data point was posted.

• Following the data tables, We’ll go into detail about what the results were for each data point, and how they correlate to our social media plan for the University of Oregon.

Data Table – Unique Data Points

Data Table – Unique Data Points

Data Table – Unique Data Points

Results – Instagram• Instagram post #1 // http://bit.ly/1HK0mNO

• The two most popular hashtags related to the University of Oregon on Instagram were #ScoDucks and #GoDucks. They both primarily deal with sports, however #ScoDucks also has sizeable amount of student life photos (parties, classes, etc.) attached to it. We picked this post as a unique data point because it relates to the university strongly with the #ScoDucks and #HaywardField tags, but the content itself is relating to the Prefontaine Classic, which is an international event that’s held on campus.

• The majority of Prefontaine Classic posts had no mention of the University of Oregon, so we thought this was the best example of a post that mentions both.

• What we learned from this post was that if an event is happening on campus that isn’t technically tied to the university itself, the UO doesn’t have much presence on social media for that event.

Results – Instagram• Instagram post #2 // http://bit.ly/1FsdGpA

• This post is a primary example of what the majority of the UO’s Instagram presence is. Football dominates the social media presence for UO, but in Instagram it’s solely content generated by users, unlike twitter and facebook, which have a sizeable presence from mainstream news outlets that are generating sports-oriented content.

• This unique data point also shows us the UO fan accounts that are made, and uoduckfootball is one of the primary ones.

Results – Twitter• Tweet #1// http://bit.ly/1Q4v7H9

• This tweet showed us how the UO reaches out to the local community. The pizza box comes from Track Town, a popular pizza place for students. The university realized the restaurant’s popularity, and they decided to partner up with Track Town and display some facts about the school in a unique way.

• The branding was designed by 160 Over 190, another local business. What we learned from this tweet was how local business advertisements can generate a conversation on an even larger scale on social media.

• As we mentioned in the comments, this tweet had an impressive reach. Along with Jazo's 896 followers, his tweet was theoretically seen by UO's 91.2 thousand Twitter followers and 160 Over 190's 7,513 Twitter followers after they retweeted it.

Results – Twitter• Tweet #2 // http://bit.ly/1FSZb0A

• On University Day (a volunteer service day for UO students) we saw a portion of the twitter conversation talking about the program, and students’ excitement for it. There weren’t really any negative remarks about the program, and if there were, they gained no traction.

• We thought this was a unique data point because it was about a smaller program that the UO offers, and what we learned from this tweet was that on days where smaller programs like this one happens, a decent amount of students do tweet about it (another example, The Emerald’s “Undie Run”).

Results – Twitter• Tweet #3 // http://bit.ly/1BKuOFJ 

• Like the Pizza Box tweet, Grant Gerewitz’s tweet is a unique data point because it shows how advertisement was generally intended to not be on social media ends up there anyways.

• This one is especially unique because it shows the UO’s reach outside of the local community. What we learned from this tweet is that users on social media get pretty excited when they see their school represented outside of Eugene (another example is UO Facebook posting pictures of people on vacation doing the “O” sign with their hands).

• This one was unique however because it already had a strong reach since Grant has over 1,000 followers, but the reach became substantially larger once his post was retweeted 26 times (as of June 4).

Results – Twitter• Tweet #4 // http://bit.ly/1Q6agDu

• For any university, the transition of a president is always a big news story, but for the UO, it’s a bigger one just because this is the fourth new president in 10 years. However it didn’t seem like students didn’t notice or didn’t feel like talking about it on social media.

• This tweet’s unique because it’s one of the few tweets that do talk about President Schill that actually picked up some traction. This tweet was also the only tweet retweeted from the University about the new president (which is odd since every other event/news story that students talk about, the UO retweets at least 2-3 tweets from them).

• What we learned from this tweet is that the UO really controls the coverage of particular topics by elevating particular tweets. For example, the majority of tweets that tag @Univ_Of_Oregon were news organizations that had stories about the president, as well as the UO’s complicated admin past. But the UO controls the conversation by retweeting a positive tweet from a student about President Schill being a casual, laid-back guy that puts them first.

Results – Blog• Blog, Dressed up Ducks // http://bit.ly/1IbR93L

• Blogs centered on the University, or discuss the university are pretty rare, at least in blogs aimed towards college students such as Tumblr and Wordpress (there are some UO centered blogs on Wordpress, but since a lot of classes require to build a blog for your class, it was hard to determine which ones were for classes and which ones were genuine blogs).

• The Dressed up Ducks blog is a great example of a blog that talks about UO students in a fresh way that hasn’t been explored. It’s an interesting data point because it expands the UO brand without looking like an advertisement or propaganda for the school.

• What we learned from this data point was that the blogosphere is still a vacant social media market that the UO should use to build to their benefit.

• Perhaps if they build their own Tumblr that shared other students Tumblr posts (like they do with their twitter) they can build up a sizeable audience. The majority of other Tumblrs or blogs were sports-oriented, the biggest ones being Marcus Mariota fan blogs.

Results – Web • UO Matters // http://bit.ly/1KL1HKy

• What we learned overall about the university’s presence on social media is that there isn’t too many negative mentions or posts towards the UO, and if there are, there traction is substantially lower than positive posts.

• In this regard, UO Matters is more of an anomaly than a unique data point because not only do they often write negative articles towards the UO (especially towards the administration) but it has a sizeable following (which is evident by their comment threads on their articles) and the page is written by a UO professor Bill Harbaugh.

• What we learned from this data point was that even though the UO helps alter the conversation to their liking on social media sites like Twitter and Facebook by elevating positive posts to a higher platform, there is still at least one large entity on social media that counterbalances the positive remarks towards the UO.

Results – Reddit• UofO Subreddit // http://bit.ly/1eNSRyv

• Reddit’s a very popular social media platform for college students, so we knew during the monitoring phase that we wanted to keep up with what was happening on Reddit that correlates with the University.

• We found a subreddit titled, “UofO” and it has over 1,000 subscribers to it. It’s a unique data point because it has a sizeable subscribers list (which is safe to assume is primarily made up of students, which is evident by the content posted on the subreddit), but it’s the only subreddit dedicated to UO, excluding the “Ducks” subreddit, which is just links to news sites and although it has more subscribers, the content isn’t as consistent and none of it is original.

• What we learned from this data point is the majority of the posts on the subreddit are questions about moving, what classes to take, where to eat at, and etc. about the UO.

• The university could perhaps use this to their advantage if they were able to create their own Reddit account, and they could help answer those questions, and generate more positive attention towards themselves in alternative social media sites.

Results – Facebook• Facebook page, “Unofficial: Oregon Ducks Football: Win The Day” //

http://on.fb.me/1BKv0EO

• Someone from the University usually creates the majority of Facebook pages that are about the UO. Some of the other large UO-oriented facebook pages that aren’t the main UO page are for majors. For example, there’s a University of Oregon School of Journalism page and a University of Oregon Literature Department page as well as many others.

• When it comes to fan pages, the only ones were sports pages and most of them have gone quiet ever since the basketball and football season finished up. However, the “Unofficial: Oregon Ducks Football: Win The Day” page is a unique data point because it seems pretty active because they developed the page as a hybrid between being a fan page as well as a discussion for the Ducks football team and its players (for example, Marcus Mariota’s draft was a huge conversation piece for the page).

• What we learned from this data point was that the UO could develop a Facebook page dedicated to sparking conversation about their sports teams (it could be a year-around page, instead of just focusing on football) and they could develop a large audience from it (as is evident from the over 80,000 likes this page). This might be an interesting way for the University to create larger fanbase for the smaller teams the UO has that don’t get as much attention as the football or basketball teams.

Conclusion to our Results• The University of Oregon has a large and impressive

presence on Facebook, Instagram, and Twitter, (especially in comparison to Oregon State University) and they’ve learned for the most part to shape the conversations to their favor.

• From our data points, we can conclude that students that want to be recognized on social media through the UO know how to get recognized, and if they want to talk about the University without the UO knowing, there’s also plenty of social media places for them to do that as well.

Conclusion to our Results• However, there’s still plenty of room to grow and to

Conclusion to our Monitoring

• build their content on other non-traditional social media sites.

• It seems that the university is content with using their social media platforms primarily for promotion, but they could grow even more if they tried to develop conversations with users as one of their primary points on social media as well.

Audit of the UO’s Social Media• The following data tables break down all of the University

of Oregon’s social media accounts.

• The tables look at the University’s current social media presence (by examining how many likes/favorites/subscribers/followers all the accounts have).

• We examine what and how much these platforms are posting, and who their audiences are for each account.

• We also examine what the goals are for each platform.

Audit of the UO’s Social MediaPlatform Size

Facebook 347,882 Likes

Instagram 23,900 Followers

Twitter 91,200

Pintrest 878 Followers

YouTube 8,581 Subscribers

Audit of the UO’s Social MediaPlatform Description

Facebook Page has a large following and posts Consistently, sees most likes from 18-24 year-olds.

Instagram Active page with substantial following, sees most engagement of all UO SM accounts.

Twitter Active page that mostly retweets, posts very little originalcontent specific to Twitter.

Pintrest Very rarely used, small following and small level of engagement.

YouTube Relatively small subscriber count, not consistently postingNew content.

Audit of the UO’s Social Media

Platform Posting Types

Facebook Mostly links and images, some written posts.

Instagram Image heavy, shots of campus.

Twitter Retweets and links to UO’s website.

Pintrest Students profiles, athletics achievements.

YouTube Campus tours, student and faculty profiles.

Audit of the UO’s Social Media

Platform Key Stat Audience

Facebook Average of 97 new likes a day.

Fans, Alum, Current Students

Instagram Likes down 13.3% over last month.

Current and Prospective Students

Twitter Average daily growth of 47 followers.

Current and Prospective Students

Pintrest Only 112 pins. Fans and Alum

YouTube Ducks Do Something, "It’s On Us"Over 35,000 views.

Fans, Alum, and Current Students

Audit of the UO’s Social Media

Platform Goal

Facebook To reach current students.

Instagram Reach current and prospective students.

Twitter Disseminate content that is more than athletics.

Pintrest To reach prospective students.

YouTube Broadcast information to a large audience.

Data Analysis• After we monitored the University’s social media

presence and then broke how they use each of their social media platforms, we analyzed the data for the UO’s two most popular platforms.

• For Facebook and Instagram, we looked at how the University gains followers and what their audience demographics are.

• We also looked at what times the University’s fans/followers are engaging with the UO.

Data Analysis – Followers

• The University of Oregon’s social media pages saw increased growth over the past three months.

• We have measured the change in follower numbers from March 01, 2015 to June 01, 2015. After analyzing the numbers, the following are our findings.

Follower Numbers – Facebook• The UO’s Facebook page saw significant growth within

March 01, 2015 to June 01, 2015 in terms of page likes.

• In March of 2015, the Facebook page had 345,595 likes. In April of 2015, it had 346,863 likes. And as of June of 2015, the UO’s official Facebook page had 347,789 likes.

• This shows an increase of more than 2,000 page likes over the course of three months, averaging around 667 new likes per month.

Follower Numbers – Instagram• The UO’s Instagram account also saw significant growth

over the three month period.

• In March of 2015, the account had 22,000 followers. In April of 2015, the account had 23,000 followers. As of June of 2015, the account had 23,900 followers.

• Over the three month period, the page grossed nearly 2,000 new followers.

Follower Numbers – Conclusion• The numbers show that both of these accounts saw

similar growth over the three month period. Instagram, however, did show a slightly smaller amount of growth than Facebook.

Reach – Facebook

• Using Hootsuite Enterprise, we have calculated the reach of the UO Facebook page.

• To the right is a table that shows the weekly reach of the page over the last three months.

• Over the past three months, the UO Facebook page has had a reach of 4,618,566. This breaks down into an average weekly reach of 355,274.31, with a monthly average of 1,539,522.

• The two weeks with the highest reach were April 27 – May 3 and May 4 – 10.

Reach – Facebook• The week of April 27 – May 3 saw high levels of

engagement because of Oregon alum and quarterback, Marcus Mariota, who was the number 2 draft in the NFL Draft to the Tennessee Titans.

• However, the post with the greatest amount of reach was a video featuring tubists from the School of Music and Dance. The video had over 2,000 shares and 1000 likes.

Reach – Instagram• We have decided to measure reach using Hootsuite Enterprise.

For this analysis, we used the following follower numbers to determine the reach of the UO’s Instagram account.

• The UO’s Instagram account, as of June 4, 2015, has 24,306 followers.

• The UO follows back 278 of these followers.

• There are 24,018 followers of the account that the account does not follow back.

• That being said, the UO account does follow 109 accounts that have not reciprocated.

Reach – Instagram • If we were to assume that each of the UO’s Instagram

account’s 24,306 followers have at least 50 followers themselves, then the potential reach of the UO’s Instagram account would be 1,215,300.

Engagement – Facebook• Hootsuite Enterprise

defines engagement as “any click or story created.”

• The table on the right details the weekly engagement for the Facebook page over the past three months.

Engagement – Facebook• Over the three-month

period, the UO’s official Facebook page had a total engagement of 397,693.

• This gives the Facebook page an average monthly engagement of 132,564 over the past three months.

• This also gives the page an average weekly engagement of 30,591 over the past three months.

Engagement – Facebook• Considering the amount of page likes that the UO has on

Facebook, the engagement level is fairly low.

• The UO has over 347,000 page likes, meaning that less than 10% of those individuals are engaging with their posts.

Engagement – Instagram• Using Iconosquare for Instagram, we were able to

measure the UO Instagram account’s engagement in terms of comments and likes, all quantified by a monthly basis.

• Since our data analysis runs over the past three months, the engagement information will be drawn from March, April, and May of 2015.

Engagement – Instagram• The following information relates Instagram engagement in

regards to “Likes”.

• In March of 2015, the UO Instagram account received 28,637 total likes. Which gave the account an average of 1507.21 likes per post.

• April of 2015 saw 36,742 total likes, averaging out to 1224.73 likes per post.

• In May of 2015, the UO Instagram account received 26,944 total likes, with an average of 997.93 likes per post.

• April had the highest amount of total likes, however March had the highest number of likes per post by over 200 likes.

Engagement – Instagram• The following information relates Instagram engagement in

regards to comments.

• In March of 2015, the Instagram account received 229 total comments. This comes to an average of 12.05 comments per post.

• In April of 2015, the account received 279 total comments. April’s average number of comments per post was 9.3.

• In May of 2015, the account received 168 total comments for an average of 6.22 comments per post.

• April saw the most comments, but March saw the highest average comment per post.

Audience Demographics - Facebook• Using Hootsuite Enterprise, we have compiled data that

indicates the demographics of the UO’s Facebook page.

• These demographics include: likes by region, likes by gender, likes by language, and likes by source.

• Though this data only analyzes likes, it will be an indicator of the demographics in general that interact with the UO’s Facebook page.

Audience Demographics - Facebook• Likes by Region

• The vast majority of likes on the UO’s Facebook page come from the United States, with 306,652 likes.

• Coming in a far second is Mexico, with 9,150 likes.

• Canada, India, Pakistan, and Brazil follow, with 1,739, 1,707, 1,394, and 1,283 likes, respectively.

Audience Demographics - Facebook• Likes by Gender and Age

• The majority of the likes on the UO’s Facebook page are from males ages 18-24 with 33.20%.

• Second are males ages 25-24 at 14.30%.

• Third are females ages 18-24 with 14% of likes.

Audience Demographics - Facebook• Likes by Language

• U.S English provides the majorities of likes with over 300,000.

• Second is British English with 11,211.

• Third is Spanish, with 9,226 likes.

Audience Demographics – Facebook• Likes by Source

• The majority of likes on the UO’s Facebook page come from the page profile, and are followed by mobile, search, and recommended pages.

Audience Demographics – Instagram• As previously mentioned, the University of Oregon’s

Instagram profile has over 24,000 followers.

• According to Business Insider, over 90% of the people on Instagram are under the age of 35, which gives us insight into the audience for the UO’s profile.

• Additionally, 68% of Instagram’s users are female. This contradicts the demographic information we found for UO’s Facebook page, wherein most of the likes came from men.

Audience Demographics – Instagram• Interesting to note is that the users of Instagram are split

about 50/50 between Apple and Android phone users.

• Instagram accounts for only 7% of daily photo uploads when comparing top photo sharing sites. This is important as it indicates the importance of the content, rather than the frequency of the posts.

Optimizing Social Media Posts

To optimize our social media posts and get the most out of them, we have used the data to pinpoint various trends on which posts have been the most successful.

Here, you’ll find answers to the following questions:

• Which time of day is the best to post to each medium?• Are particular days of the week better than others?• What types of posts does each medium’s audience

respond best to?• How often should we post to each medium?

What Time of Day Works BestWhat time of day works best for Facebook posts?

• As detailed before, more than half of the page’s likes come from males ages 18-24, and females ages 18-24.

• We also learned that most followers are online from 5pm to 9pm, with 7pm and 8pm being peak hours.

• This can be attributed to large amounts of those fans either just getting off work or finishing a day of classes.

• Posting around 4:30pm - 5pm seems the most beneficial.

• The post will already have accumulated engagement from the time there is a spike up in followers on Facebook and then by 7pm-8pm, when the most followers are on Facebook, they will be more enticed to engage.

What Time of Day Works Best• What Time of Day Works Best for Instagram?

• By utilizing Union Metrics, we have determined that content posted on Wednesdays at 4pm averages 2.1x more engagement than any other post.

When Fans/Friends/Followers are Online• Facebook: 5pm-9pm, as well as 7pm and 8pm are the

peak hours.

• Instagram: According to Union Metrics, 4 pm is the optimal time to post, therefore we are assuming that this is the time when most followers are online.

Posts with Best Engagement – Facebook• To measure engagement by post type, we used Facebook’s

analytics.

• During the last three months we found that video by far received the most engagement with 31,632 clicks and 7,576 likes, shares, and comments.

• Coming in second are status updates with only 2,215 total clicks and 2,215 like, shares, and comments.

• Photos have received slightly more clicks with 2,972 and surprisingly only 1,373 likes, shares, and comments.

• Posted links total a meager 826 clicks and 572 likes, shares, and comments.

Posts with Best Engagement – Instagram• In the last three months UO has only posted one video to

Instagram, so photos by default have the most engagement.

• March, April, and May had an average of 1,243.29 likes per photo and 9.19 comments per photo

Frequency That Works Best - Facebook

• Using Facebook’s analytics we found that 124 posts were made in the last 3 months, which is an average of 1.37 posts per day.

• Engagement was usually higher on days where more than one post was made.

• Skipping days is not recommended, posts made after a day or two of no posts generally had less engagement than posts made a day after another post.

Frequency That Works Best - Instagram

• Over the last three months, the UO had 78 posts. That averages to .86 posts a day.

• It would be good to post for the University to post 2-3 posts minimun during the week, and perhaps 1-2 a day on the weekends.

• Instagram for the UO is one of their more popular platforms, and it’s important to keep the quality and quantity of Instagram consistent.

Topics With Highest Engagement – Facebook• For Facebook we found that posts regarding athletics

usually get the most engagement.

• Anything related to the University of Oregon’s mascot Puddles does well, and posts containing the word “duck” also.

• We noticed that photo albums tend to get decent engagement, especially the recurring “Duck fans show their Oregon Pride around the world” as it is always well-received and engagement is usually high.

Topics With Highest Engagement - Instagram• Through Union Metrics, we discovered that for the last

few months posts using the hashtag, #uospring on Instagram receives 2.5x more engagement than the average post.

• Posts that also receive the most attention are athletics, graduation posts (which could be due to upcoming graduation), and fun things students are doing around campus, such as students playing with an extremely large beach ball on the campus lawn.

Ideas and Insights• Facebook• Engagement is mostly male, and posts dealing with academics are

largely ignored.

• Periodically change the format of Facebook, and develop more exciting ways to implement academics. Perhaps by producing videos that intercut sports and academia.

• Instagram• Take advantage of the platform by posting something funny, viral

videos/images showing the lifestyle of social kids on and off campus.

• Non-alcohol related events can be shown, but provide insight on college students in their natural element.

• Both • Analyze data consistently throughout the year to make

recommendations and improve efficiency.

Final Recommendations• Facebook: • Optimize each post by including visual content that can

be linked to other university related sources. If properly utilized this can increase user traffic on each social media platform.

• Become a resource for students, alumni, and the UO fanbase.

• Instagram: • Use every aspect of Instagram by posting more videos.

Videos do extremely well with the UO Facebook page.

PART TWO:Our social media plan for theUniversity of Oregon

Situation Analysis – Overview• The University of Oregon was founded in 1876 and has

since graduated over 195,000 students.

• The school has only utilized social media for a short period of its long history, but now has the potential to attract a new generation of students like never before.

Situation Analysis – Overview• The university’s main social media platforms are Facebook, Instagram,

Twitter, Pinterest, and YouTube.

• Facebook is by far the biggest platform for the school, with 306,652 page likes. Videos posted to the page have been extremely successful in terms of reach and engagement, and we recommend the school capitalize on that success.

• Sharing new videos posted on the school’s YouTube page across all social media will also be beneficial to each platform.

• Instagram gets decent engagement, but in the last 3 months only 1 video has been posted.

• On Twitter, the school has potential to create better engagement, but retweeting more than posting an original tweet seems to be detrimental. Also their overall presence on Pinterest is lacking.

Situation Analysis – S.W.O.T.• S – Strengths• W – Weakness • O – Opportunities • T – Threats

• The following slides will go into greater detail about what are the University’s strengths, weaknesses, opportunities, and threats on social media.

Situation Analysis – S.W.O.T.• Strengths

• The University of Oregon’s Facebook page has a large reach, and posts are regularly seen by 50,000 - 60,000 people, sometimes reaching more than 200,000.

• Instagram has seen a 16% increase in followers in the last 3 months.

• Video on any platform tends to do very well – especially on Facebook

Situation Analysis – S.W.O.T.• Weakness

• UO’s Pinterest presence is lacking—only 112 pins total and 875 followers.

• With 300k+ likes, UO’s Facebook engagement is pretty low. Only 30k weekly engagement in past 3 months.

• As discovered earlier, there is very little female fans/engagement on Facebook.

Situation Analysis – S.W.O.T.• Opportunities

• Videos get excellent reach and engagement on Facebook, which is the university’s largest social media platform. They can capitalize on this by posting more videos throughout other platforms.

• Women engagement was overall fairly low, so encourage more engagement from women through new/different posts.

• Post more original tweets, and less retweets.• The success of athletics has increased the amount of

University related posts.

Situation Analysis – S.W.O.T.• Threats

• Perceptions of non-transparency.

• There are other schools with a more successful social media presence, and this could potentially be the deciding factor in some high school students choice of colleges to attend.

Situation Analysis — AudienceDifferent platforms have different target audiences:

• Facebook—Majority are fans and alumni (with some students) who want to stay updated, especially about athletics.

• Instagram—Students, current and prospective. Best platform for reaching females and high schoolers.

• Snapchat—Students, current and prospective.• Twitter—Varied, but mostly younger generation.• Pinterest—Females, from current students to alumni.

Social Media Objectives• For this social media plan, we have decided to create

one objective for each of the University of Oregon’s five main social media platforms: Facebook, Instagram, Twitter, Pinterest, and YouTube.

• Under each objective, we have created benchmark dates, around which we will measure the success of our objectives.

• This will allow the client to understand the progress being made by the plan in both a short and long term viewpoint.

Social Media Objectives• Though the overall goal of this plan is to reach broader

audiences, particularly potential and current students, we want to focus more specifically on objectives that will help us reach this goal.

• Therefore, our we have decided to create five measurable objectives specific to each social media, which will allow us to reach our goal.

Social Media Objectives• Objective #1 – Facebook

• Increase the level of female likes on the UO’s Facebook page by 10% by January 1, 2016 in order to generate more engagement among the female demographic.

• 5% by September 1, 2015• 10% by November 1, 2015

Social Media Objectives• Objective #2 – Instagram

• Increase the audience engagement of the UO’s Instagram profile by 30% by January 1, 2016.

• 15% by September 1, 2015• 25% by November 1, 2015

Social Media Objectives• Objective #3 – Twitter

• Increase the number of twitter-specific generated posts by the UO’s Twitter page by 10/week over the next six months, thereby allowing the University of Oregon to reach potential students..

• 120 Tweets by September 1, 2015• 200 Tweets by November 1, 2015

Social Media Objectives• Objective #4 – Pinterest

• Increase the number of pins by the UO’s Pinterest account by 30 pins/month over the next six months (until January 1, 2016) in order to reach potential students.

• 50 pins by September 1, 2015• 90 pins by November 1, 2015

Social Media Objectives • Objective #5 – YouTube

• Increase the total amount of views on the UO’s YouTube channel by 300,000 by January 1, 2016.

• 150,000 by September 1, 2015• 250,000 by November 1, 2015

Social Media Strategies

To reach these objectives we have a set of strategies for each of our five objectives….

Social Media Strategies• Objective #1 – Facebook: Increase the level of female likes on the

UO’s Facebook page by 10% by January 1, 2016 in order to garner more engagement among the female demographic.

• We want to do this by integrating two strategies:

• Strategy One: Identify keywords and search terms used by females on Facebook. By doing so, we will be able to monitor the activity of this demographic and thereby create audience specific content.

• Strategy Two: Post more visual content. As we stated earlier, females are the primary users of Instagram. This indicates a strong correlation between female engagement and photographs.

• By posting more images on the Facebook page, we will be able to see an increased level of engagement from female Facebook users.

• In our data analysis, we also discovered that the UO’s Facebook page gets the highest level of engagement on video and photographic posts.

Social Media Strategies• Objective #2 – Instagram: Increase the audience engagement of the

UO’s Instagram profile by 30% by January 1, 2016.

• We want to do this by integrating two strategies:

• Strategy One: Create and post videos. Over the past three months, the University of Oregon has only posted one video to its Instagram profile. By creating more diverse content, in terms of video versus still photo, we can create a higher level of engagement by presenting something different and unexpected to the Instagram audience.

• Our data analysis showed that video posts get the most engagement by far on Facebook, so it is worth trying on Instagram.

• Strategy Two: Identify popular hashtags used by UO students and potential students and post content using these hashtags.

• This is an excellent way of interacting with the Instagram community, rather than just posting photos. It will encourage engagement among potential and current UO students.

Social Media Strategies• Objective #3 – Twitter: Increase the number of Twitter-specific

generated posts by the UO’s Twitter page by 10 a week over the next six months in order to target potential students.

• We want to do this by integrating two strategies:

• Strategy One: Assign the Twitter account to one of the social media student workers. By giving the account to one person as their sole responsibility, they will be able to focus entirely on generating tweets.

• The UO Twitter account mostly retweets, and rarely posts twitter-specific content. This discourages engagement.

• Strategy Two: Create weekly day-specific tweets. The UO’s Twitter page sees success with its “Throwback Thursday” posts, and could capitalize on this success by creating additional weekly tweets.

• This will give the Twitter audience something to look forward to and expect from the account.

Social Media Strategies• Objective #4 – Pinterest: Increase the amount of pins by the UO’s

Pinterest account by 30 pins/month over the next six months (until January 1, 2016) in order to reach potential students.

• We want to do this by integrating two strategies:

• Strategy One: Identify influencers on Pinterest and create a relationship with them. By identifying influencers, the UO’s Pinterest account will be able to create relationships with these influencers and thereby generate more traffic and interest on the UO Pinterest account.

• This will help to broaden reach and engagement.

• Strategy Two: Generate Pinterest-specific content. This is will create a more interactive and active Pinterest page for the University of Oregon.

• More content will generate more repins, which will help to broaden the reach of the UO’s Pinterest account.

Social Media Strategies• Objective #5 – YouTube: Increase the total amount of views on

the UO’s YouTube channel by 300,000 by January 1, 2016.

• We want to do this by integrating two strategies:

• Strategy One: Create video content that has proved to generate views in the past. For example: “Tuba Video” and the “We If” campaign.

• By researching what has been successful in the past, we will have a better idea of what will succeed in the present.

• Strategy Two: Use all social media to disseminate each YouTube video.

• By posting the video and/or video link to all of UO’s YouTube videos on all of UO’s social media platforms, we will increase views and reach a broader audience.

Measurement & Evaluation• As our Objectives have already iterated, we have some

measurements in place that we would like to put against our objectives.

• To build upon those measurements though, we need to break them down into weekly measurements. (See page 92.)

• In the beginning of every week, there should be a meeting that measures how far we’ve come in our goal, and what we need to do in that week in order to attain our larger goal.

• Correlating our calendar along with our over-arching measurements will help us stay on track with our objectives.

Measurement & Evaluation• The other way we plan on measuring our objectives is by

seeing if the progress of our objectives are responding well with our audiences and demographics.

• If we notice that our audience isn’t responding well to our objectives, then we’ll be able to reassess our goals more quickly and efficiently if we’re measuring our objectives closely and consistently.

Implementation/ExecutionIn order to meet objectives, we will need to uphold the following quotas for social media posts starting July 1. (Refer to editorial calendar for more info.)

• Facebook: (See objectives on p. 77 & 83)• 2-3 original (not shared) posts per day

• Instagram: (See objectives on p. 78 & 84)• 1-2 posts per day/at least one video per week

• Twitter: (See objectives on p. 79 & 85)• 1-2 tweets per day/at least 10 per week

• Pinterest: (See objectives on p. 80 & 86)• 1-2 pins a day/7-10 pins per week

• YouTube (See objectives on p. 81 & 87)• At least 10 videos per month

Technology & TacticsIn monitoring the progress of our plan, we will take advantage of the following tools daily to get insightful details on our social media activity and engagement, and use this info to help us produce more successful content in the future.

• Facebook analytics• Twitter analytics• YouTube analytics• Pinterest analytics• Tweetdeck• Union Metrics

Technology & Tactics• Our most commonly used tools to measure the success

of our long term objectives will be Hootsuite and Iconograph, and Netvibes, as they provide the most comprehensive information across all platforms. They should be reviewed at least once a week.

• Since the UO’s engagement on Instagram is one of our top priorities, it’ll also be important to use Iconosquare, so that we can give individual attention to the site, so it can stay as one of our largest bases.

Budget & SpendingEach of the tools we are using are free, so the budget will be spent paying workers to produce and publish content, as well as monitoring each of the platforms using the tools we explained on page 91 and 92. Here are our recommendations:

• Two student content producers and two student social media managers

• Work days should alternate, except one day a week when everyone meets to plan for following week

• Each works 25 hours a week at $10/hour

• Total spending: $1000 a week or $4000 a month

Editorial Calendar — IntroThe editorial calendar should be used to record/plan for content for the upcoming weeks. The calendar will detail the number of posts, taking into account different platforms and types of media being used in the content (i.e. video, photo, links to blog posts, events, etc.). Depending on what is going on that week, plan for different themes and goals for each group of posts.

• Content outlined on the calendar should be planned a minimum of two days in advance, but longer projects (such as videos) should be planned as soon as possible. We started the calendar, but feel free to update it as summer plans change.

• Note: This only applies to content that meets the daily/weekly quota. Exceeding the quota is never a bad thing. So plan for original platform-specific posts ahead of time, but take advantage of additional impromptu opportunities when they arise. (For example, an Instagram post of an unanticipated Frisbee game, or sharing/retweeting others’ posts.)

Editorial Calendar — Tips for generating & posting content• Whenever new content is posted to the UO’s website (particularly under the

“news” or “events” section), post it to Facebook, Twitter and Pinterest.

• Use multimedia as much as possible for every platform (photo, video, hyperlinks, hashtags, embedded media, location and people tags.)

• For Facebook and Twitter, include photos/videos and links back to our website whenever possible.

• For Pinterest, Instagram and YouTube, photos/videos are required, but you should also include links in the caption that lead back to our website.

• Don’t simply “share” the social media post to multiple platforms at once. For example, don’t post (or “share”) Instagram photos to Twitter/Facebook from the Instagram app. Instead, repost the photo to each site in order to optimize the post to each platform and reduce effort for audience. It is, however, okay (even encouraged) to disclose if the photo came from your Instagram account, etc., to encourage audience to follow more of your accounts

Editorial Calendar — Summer Themes & Topics

As we all know, summer term at the UO is not quite as eventful as the others. So we’ll have to be a little more creative.

Here are some suggested topics and themes to focus on that will help with generating ideas for content that reflects our objectives.

Additionally, we’ve provided tips and advice for content and post optimization.

Note: Tags are suggested, and used to refer to these themes in the editorial calendar

Editorial Calendar — Summer Themes & Topics

• Seasonal• Highlight summer term with posts that optimize platform, audience, and multimedia

opportunities (photo/video series, hashtags, etc.)• #UOsummer

• Student or group profiles• Highlight individual students or student groups with posts that optimize platform,

audience, and multimedia opportunities (photo/video series, hashtags, etc.)• #UOpeople

• Behind the scenes• Highlight staff, employees, donors, or others behind the scenes with posts that optimize platform,

audience, and multimedia opportunities (photo/video series, hashtags, etc.)• #UOpeople, #UObehindthescenes

• Values & personality• Highlight or implement the UO’s values, mission, and personality with posts that

optimize platform, audience, and multimedia opportunities (photo/video series, hashtags, etc.)

• #GoDucks, #IfWe, #UOcares, #UOvalues, #MondayMotivation

Editorial Calendar — Summer Themes & Topics

• History/Learning• Highlight UO history or fun facts with posts that optimize platform, audience, and multimedia

opportunities (photo/video series, hashtags, etc.)• #TBT #UOdidyouknow

• Events• Before: Let people know about the upcoming event, link to website with more info, optimize post by

considering audience and multimedia.• During: Attend event, post updates during the event considering visual opportunities, optimize posts

by platform and audience (such as live tweeting or photo/video posts)• After, post recap of event highlights, optimize posts by considering platform and audience (such as

photo albums, tagging, video or photo posts)• #UOevents

• News & trends• Updates on what’s happening around the UO, optimize posts by considering platform and audience

(such as photo albums, tagging, hyperlinks, video or photo posts)• #UOnews, #UOupdates

• Advice & reminders• Remind audience of things they will want to know, (such as deadlines, Duck Store sales, advice for

applications, etc.), optimize posts by considering platform and audience (such as photo albums, tagging, hyperlinks, video or photo posts)

• #UOupdates

Editorial Calendar — DailyHere we have suggested content according to day and platform. Update it weekly considering current events and changing trends.

Editorial Calendar — Weekly

Here we have suggested content themes for each week. Update it weekly as events or trends change.