swissnex content workshop

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Design Approaches Content Workshop

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• Introductions

• Challenges and Opportunities

• Measurement for Success

• Tools and Tips

• Reporting

• Creating Shareable Content

• Content Strategy

• Getting Visual

AGENDA

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HOW DO YOU MEASURE SUCCESS?

WHAT ARE YOUR CHALLENGES?

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Goal

Strategy

Measurable Objective

KPI

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Goal Increase alumni engagement.

Strategy Design visual content that encourages alumni to attend an on-campus lecture.

Measurable Objective

Get 50 people to open the link; 20 people to attend the lecture.

KPI Total reach; Click-throughs; Click-through conversion rate; RSVPs; Attendance count

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What is your KPI?

Facebook Twitter YouTube LinkedIn

Build awareness

Total likes Reach

ImpressionsFollowers

Subscribers Views

Unq. views

Followers Pageviews

Increase engagement

Likes Comments

Shares

@Mentions Retweets

Likes Comments

Shares

Likes Comments

Recommend

Drive enrollment

Referrals Inquiries

Apps

Referrals Inquiries

Apps

Referrals Inquiries

Apps

Referrals Inquiries

Apps

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HOW DO YOU REPORT SUCCESS?

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1. Make it easy to read and understand.

2. Report KPI. 3. Monitor and highlight

trends. 4. Offer recommendations. 5. Explain causation.

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Social Media Report: OverviewJune 1, 2013 - May 31, 2014

Build Brand Awareness

Posts Subscribers Reach Impressions

246 21,667 ! 70% 179,963 702,687

Increase Audience Engagement

Engagements Engagements per Post Engagements per Subscriber

1,656 6.73 0.08

Drive Traffic to Enrollment

Referrals Inquiries Undergraduate Applications Graduate Applications

6,057 " 41% 17 5 ! 100% 9 ! 100%

Total number of referrals to the Webster website from social media.

Requests for information, RSVPs and applications from social media referrals.

Number of undergraduate applications coming from social media referrals.

Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865).

Total number of unique users reached across all social media platforms.

Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each video posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements.

The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.

Number of graduate applications coming from social media referrals.

Total number of Facebook posts, tweets, pins and videos uploaded by Webster.

Total number of Facebook fans, Twitter followers, YouTube subscribers, etc.

Total number of unique users reached across all social media platforms.

Total number of likes, comments and shares across all social media channels.

Average number of engagements — likes, comments, shares — per post.

% of subscribers who have engaged with Webster-generated content.

http://mstnr.me/SMReportTemplate

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LET’S GET TO WORK

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1. Devise goals, strategies and objectives.

2. Determine per-platform key performance indicators (KPI).

3. Develop a report. http://mstnr.me/SMReportTemplate

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Creating Content

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HOW DO YOU PLAN FOR CONTENT?

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1. Make a note of key events. 2. Plan around seasonal

events. 3. Ensure variety. 4. Delegate specific tasks. 5. Keep aware of deadlines. 6. Plan ahead.

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WHERE DO YOU PUT CONTENT?

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Personal

Content Sharing

Shared Interests

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WHAT MAKES GOOD CONTENT?

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People share content that reaches them in a personal and human way.

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Existing Headline: New antibiotic discovered in a mushroom that grows on horse dung. More Human Version: How horse dung might keep you healthy.

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Existing Headline: What is there for professions at the University? The national future day of November 14, the children of all students and employees can accompany their parents for a day at work or studying. Deadline for registration is October 24 More Human Version: Yes, you can bring your child to work and open a world of possibility.

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Word & Phrase # of Uses % of HeadlinesList Post 787 11.10%You/Your 478 6.74%

Free/Giveaway 255 3.60%How to 205 2.89%

DIY 197 2.78%I/Me/My 153 2.16%

Easy 137 1.93%Win 104 1.47%New 97 1.37%Ways 75 1.06%Why 60 0.85%

Video 51 0.72%The Most 17 0.24%

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Design and look matter when it comes to shareable content.

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Add value.

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1. Determine what works for you.

2. Draft a content calendar. 3. Create 3-5 pieces of

unique content for critique.

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@Sfswissnex unildcm

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Thank you.

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