get social final presentation · includes personal branding accounts, such as a coach’s blog, in...
TRANSCRIPT
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Welcome!
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
Friendus,followus,tagus,likeusandtweetus.
Butdosocarefully,thoughtfullyandwithYellowjacket spirit.
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
Althougheachunit operates itsownsocial mediaoutlet,allofficialMSUBillingssocialmediaaccountsareavoice fortheuniversity.
Whenusing anofficially recognizedsocialmediachannel,
YOU arerepresenting MSUBillings.
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
Commonsenseandsound judgmenthelpavoidmostvexingissues.
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
• 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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UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
A fewthings toconsider:
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
• Nevershareyoursocialmediapasswords aroundtheworkplaceorclassroom.
• Protectconfidentialandproprietary information.• Respectcopyrightandfairuse.• Usageof theMSUBillings logo(s).
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
BeforeYouDoAnything:DoYouReallyNeedaSocialMediaAccount?
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
TobeanOfficially-recognized MSUBillingssocialmediaaccount,itmustbereviewedandapprovedbyUniversityRelationsand
InformationTechnology.
UniversityRelations&CommunicationsMSUBillingsOfficialSocialMediaGuidelines&BestPractices
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.
5FactorsThatDefineABrand
• BrandExpectations• Basedonyourbrandpromise, consumersdevelopexpectationsforyourbrand.
• BrandPersona• Rather thanasking, “What isabrand?”abetterquestion mightbe, “Who isabrand?”Everybrandhasapersona.Thinkofyourbrandasaperson.
5FactorsThatDefineABrand
• 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?