Download - Brand Evolution Through Social: The Scroll
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Brand Evolution Through Social: The Scroll
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Tweet: #MCS5 #heweb13 & @jesskry
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Jess Krywosa Director of Interactive Content Strategy
Hamilton College
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hamilton.edu/thescroll
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What are the elements of a great (institutional/brand) social media strategy?
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Research
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The Basics
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The Basics
• What is “The Problem”?
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The Basics
• What is “The Problem”? • Who is the audience?
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The Basics
• What is “The Problem”? • Who is the audience? • Trying to communicate?
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The Basics
• What is “The Problem”?
• Who is the audience?
• Trying to communicate?
• Success looks like?
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Advanced
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Advanced
• Current preferences?
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Advanced
• Current preferences?
• Already communicate?
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Advanced
• Current preferences?
• Already communicate?
• Call to action?
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Advanced
• Current preferences?
• Already communicate?
• Call to action?
• Competition?
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Advanced
• Current preferences?
• Already communicate?
• Call to action?
• Competition?
• New tools?
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@Hamilton
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@Hamilton
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@Hamilton
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@Hamilton
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Buy In
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Educate & Support
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Educate & Support
• Teach strategy
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Educate & Support
• Teach strategy
• Support their projects
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Educate & Support
• Teach strategy
• Support their projects
• Top down/bottom up
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Educate & Support
• Teach strategy
• Support their projects
• Top down/bottom up
• High tides lift all boats
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@Hamilton
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Ability to Implement
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Staff/Culture
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Staff/Culture
• Time commitments
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Staff/Culture
• Time commitments
• Who has control?
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Staff/Culture
• Time commitments
• Who has control?
• Technical issues
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@Hamilton
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Branding�(campaign)�Focused
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Brand Support
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Brand Support
• No one voice outshines
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Brand Support
• No one voice outshines
• Watch the ‘one offs’
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Brand Support
• No one voice outshines
• Watch the ‘one offs’
• Everything supports
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Brand Support
• No one voice outshines
• Watch the ‘one offs’
• Everything supports
• Brand, business & outcomes
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@Hamilton
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@Hamilton
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Authentic
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Be Real
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Be Real
• No gimmicks!
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Be Real
• No gimmicks!
• Low barrier to entry
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Be Real
• No gimmicks!
• Low barrier to entry
• The good & the bad
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Be Real
• No gimmicks!
• Low barrier to entry
• The good & the bad
• Timeliness is crucial
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@Hamilton
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@Hamilton
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@Hamilton
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Integrated
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All of The Things
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All of The Things
• Easy to find/join
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All of The Things
• Easy to find/join
• Meaningful uses
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All of The Things
• Easy to find/join
• Meaningful uses
• Coord. conversations
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All of The Things
• Easy to find/join
• Meaningful uses
• Coord. conversations
• Incorporate into other areas
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@Hamilton
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@Hamilton
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Collaborative
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Shared Creation
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Shared Creation
• Audience ideas
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Shared Creation
• Audience ideas
• Continued education
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Shared Creation
• Audience ideas
• Continued education
• Policy vs. guidelines
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•
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@Hamilton
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@Hamilton
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Measured
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Defined Goals
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Defined Goals
• Vanity metrics
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Defined Goals
• Vanity metrics
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Defined Goals
• Vanity metrics
• Positive sentiment
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Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
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Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
• Comm via social
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Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
• Comm via social
• Completed goals
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Q&A For More:
hamilton.edu/thescroll #GetScrolled
@jesskry