Improve your online presence with data and a sound social strategy

Taras Kufel • April 2016

Hello

Taras.Kufel@SUNY.edu

SUNY Assistant Director For Digital Engagement

@TKufel

Today

1. Audit your campus social media accounts2. Create goals for your social media/web strategy3. How to influence your goals with data

What do we do?

What do we do?

How we measure

75-100,000 page views per month

SUNY.edu home page

250-350,000 page views per month

39,800likes

17,800followers

5,300followers

8,700followers

Progress

How do we get here?

Definitions

• social mediaany means of distributing content on the web

• perceptionhow people see you, regardless of reality

• stakeholdersprospective, current, past students + community

Hey

social media is not the only way of achieving your college or university’s communications objective

Hey

use tools for their purpose

beautiful photography

news & concise messages

engaging, high-impact stories

direct engagement

Part One

AuditYOUR

SOCIAL MEDIA ACCOUNTS

Audit Accounts

Engagement and growth rate

Audit Accounts

WHEN IS THE LAST TIME YOU

REFRESHED YOUR PRESENCE?

Audit Accounts

3 REASONS WHY1. Things change over time2. There’s more competition than ever before3. Social activity helps increase SEO and rankings

Audit Accounts

perceptionis driven by look and feel

Audit Accounts

People, and students, are busy.Keep itCONSISTENTCLEANCONCISE

Audit Accounts

Our competition

Audit Accounts

Audit Accounts

Audit Accounts

Audit Accounts

DISCUSS

WILL YOU REFRESH YOUR PRESENCE?

Part Two

Create Goals and MESSAGE

WITH APURPOSE

Part Two

Who are youtalking to?

Part Two

Part Two

Part Two

Language is important.

Part Two

Are you talking to the right people, the right way?

DISCUSS

HOW DO YOU MEASURE SUCCESS?

Goals

Page Views

Goals

Deep Content

Referrals

Downloads

OTHER?

Goals

where are you sending users?

Set milestones(visits, clicks, dollars)

Record performance(web analytics)

React to results(continue, modify, stop?)

Good

BetterBest

Series1

Goals

WILL YOU REFORM HOW YOU MEASURE SUCCESS?

Goals

DISCUSS

Part Three

IMPACT YOUR GOALS WITH DATA

Impact Goals

Know your audience

Know your competition

Impact Goals

3 REASONS WHY1. Opportunity for impactful stories2. Extensive distribution potential3. Superior SEO placement

Impact Goals

THINK ABOUT YOUR CONTENT:HOW WILL WE PUSH ON SOCIAL?

WHO IS ITS AUDIENCE?WHAT TIME OF DAY WILL IT GO?

WHO WILL AUTHOR IT?

Impact Goals

Writing for the web has dramaticallychanged in recent years

Impact Goals

Impact Goals

Impact Goals

National Center for Biotechnology Information, U.S. National Library of Medicine

Average attentionspan in 2000

Average attentionspan of a goldfish

Average attentionspan in 2013

Average time youhave to make animpression online

Impact Goals

12:00 – 3:00pm onMondays through Fridays

5:00 – 6:00pm Wednesdays

12:00 – 1:00pm on Saturdays & Sundays

3:00 – 4:00pm Wednesdays

1:00 – 4:00pm on Thursdays & Fridays

7:30 – 8:30am, 12:00pm, & 5:00 – 6:00pm onTuesdays, Wednesdays, & Thursdays

10:00 – 11:00 am Tuesdays

Impact Goals

First step: publish quality

Impact Goals

Next step: push quantity

One Final Note

Your biggest enemy is groupthink.

One Final Note

http://www.slideshare.net/TarasKufel/improve-your-online-presence-with-data-and-a-sound-social-strategy

Improve your online presence with data and a sound social strategy

Taras Kufel • April 2016