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Social media tools, ideas, strategies and examples from Rob Engelsman of Ithaca College.
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Million Dollar Tweety
My Social Media Toolkit
#HeWebSYR @rcengelsman
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
• Day-to-day social media• Strategy / Advice / Planning• Video production• Writing• Storytelling• Social media is telling a story in real time
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
– Recent customer
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
– Recent customer
• Ithaca College Class of 2011• BA in journalism• Minors in religious studies & politics
• Active student body member
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
– Recent customer– Can grow a full beard
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
– Recent customer– Can grow a full beard
from pixelspread.com
It’s All About Me
Robertson Chamberlain Engelsman– Multimedia Content Specialist, Ithaca College
– Recent customer– Can grow a full beard
Quick Note
We have two accounts
@IthacaCollegeM
ain account, always speaks as “we”
@IthacaNewsM
edia Relations account, targets journalists
The Tweet I Would Marry If I Could
How Do I Convince My Boss I’m Worth Millions?
The Big Picture
How Do I Convince My Boss I’m Worth Millions?
The Big Picture
Real-Time Social Use
How Do I Convince My Boss I’m Worth Millions?
The Big Picture
Real-Time Social Use
Analytics
How Do I Convince My Boss I’m Worth Millions?
The Big Picture
Real-Time Social Use
Analytics
How We Rope Students Into Doing Free Labor
How Do I Convince My Boss I’m Worth Millions?
The Big Picture
Real-Time Social Use
Analytics
How We Rope Students Into Doing Free Labor
Examples
Ithaca College Social Media Is…
Smart.Fun.Informative.Somber.Responsive.Diverse.
Ithaca College Social Media Is…
Smart.– Omniscient
Fun.– All-caps yelling, bad pun making
Informative.– “Hey there’s this cool thing you didn’t know about”
Somber.– Loss of students, etc
Responsive.– Speed, accuracy, understanding
Diverse.
Real-Time Tools
Desktop
Mobile
Real-Time Tools
Desktop– TweetDeck
Real-Time Tools
Desktop– TweetDeck– v0.38.2
Real-Time Tools
Desktop– TweetDeck– v0.38.2
Real-Time Tools
Desktop– TweetDeck– v0.38.2
Real-Time Tools
Desktop– TweetDeck– v0.38.2
#HeWebSYR
#IC2016School related searches
#IthacaProblemsDMs
Mentions
This List That List
This List
387 people in the IC Twitter community– Self-identified students that follow us– People that have tweeted us with some regularity
That List
125 organization/group/department/business Twitter accounts– Identified to us by a student organization survey
– Discovered over time
– Both This and That list are private to me only
This & That In Action
Potgate 2012
One student in Class of 2016 Facebook group makes others uncomfortable with drug references
Conversation spills onto Twitter
Potgate 2012
Potgate 2012
Potgate 2012
Potgate 2012
Potgate 2012
Never would have seen the spillover conversations on Twitter without the list
Able to approach involved parties and reassure / warn those acting inappropriately
Lucky to catch the tweets? Yes
Good tactics? I like to think so
Real-Time Tools
Desktop– TweetDeck– Timely.is
• Scheduling based on last 200 tweets
– Sprout Social• Paid service like HootSuite but better
Real-Time Tools
Desktop
Mobile– TweetBot– Sprout Social app– Luminance for photo editing
Analytics
What do we really want from social media?
How can we show it works without solid ROI?
Analytics
AnalyticsGrowth
Followers, likes, etc.
ReachW
ho saw it? How many RTs? Etc.
ConsumptionD
id those RTs equal more views? Clicks? Etc.
Who are we talking to? How are we talking to them?
Sprout Social FB Reports
More FB Reporting From Sprout
Basic Sprout Twitter Reports
Twitter Follower Demos From Sprout
60 / 40 is similar to our student bodyCompare to other accounts connected to the school for a better picture
Analytics
Who are we talking to? How are we talking to them?Conversation: We used a @ mention in a tweetNew vs Existing: Who we’ve tweeted with them before or not
Cataloging
Have we said this before?Are they repeat annoyances?
Ifttt.com
Tweets mentioning @IthacaCollegeTweets by @IthacaCollegeDMs to/from @IthacaCollege
To Evernote– Creates a searchable database of past tweets and conversations on your own terms
Student Social Media Team
New in spring of 2012– Applications only promoted via social media channels
– 30 applicants– Picked 7
Trocadero.com
Student Social Media Team
Weekly Meetings– Teachable moments– Upcoming events– Possible promotions– Paid in pizza
Trocadero.com
Good / Bad / Interesting
Good– More connected to student body– Help with ideas & coverage
Good / Bad / Interesting
Good– More connected to student body– Help with ideas & coverage
Bad– Not always reliable– Not aware of possible concerns
Good / Bad / Interesting
Good– More connected to student body– Help with ideas & coverage
Bad– Not always reliable– Not aware of possible concerns
Interesting– Don’t mind more structure without pay– Deeply enjoyed strategy conversations
Moving Forward
Bigger (15-20)
More focused
More structured
Moving Forward
Myhellofalife.com
Examples
#ICMoveIn
#OHatIC
Green Screen Challenge
Thank You Gallery
#ICMoveIn
Move In weekend is a perfect chance to engage new students and make them aware your social media exists
Gave out fake awards, coupons and gift certificates for local shops
Also a chance to show you’re real and have some fun
#ICMoveIn
#ICMoveIn
#ICMoveIn
#ICMoveIn#ICMoveIn
#ICMoveIn
#ICMoveIn
#ICMoveIn
#OHatIC
How can we go beyond just promoting events with links and text?
Takes time to perfect a strategy, but once ready, it was easy to execute
#OHatIC
Women’s March Madness video
BONUS SPRING BREAK CONTEST PROMOTIONAL VIDEO NOT SHOWN IN ORIGINAL PRESENTATION
Green Screen Challenge
Promo for the challenge
Final results of the challenge
Green Screen Challenge
Most students and young alumni loved it
But some alum thought it painted the College in a bad light
Important to remember our audience, which is pretty much everyone
TWO BONUS SOCIAL MEDIA EFFORTS FROM SPRING 2012
Traditional senior fountain jump; video was posted 3 hours after the jump
Short post-commencement teaser; video posted day after commencement
For both of these, speed was a factor because of how much is going on during Senior Week & right after commencementThese stuck out from all the other noise
Thank You Campaign
Give seniors a chance to say thanks
Make it unique to each person, but with a common thread
Thank You Campaign
Thank You Campaign
Posted a FB gallery of 55 photos
Most shared, commented and liked posts ever for our Facebook
Take the success and tie it back into your marketing strategy; they should go hand in hand
So What?
Tell a story
Tap into emotions
Find patterns
Be a little sneaky
Show that your social media cares
Queries / Concerns / Statements / Plugs / Etc
Rob Engelsman– @rcengelsman– rengelsman@ithaca.edu– rcengelsman.com
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