Liz H. Kelly, CEO, Goody PR & Goody Awards Property & Confidential

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Leveraging Social Media to Engage Alumni Presented to Johns Hopkins University Alumni Council

October 2013

Social Media Engagement Mass Reach for for 185,000 JHU Alumni

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!   Why Social Media?

!   Alumni Association Benefits

!   Social Media Strategy

!   Engagement Tips

!   Best Practices

!   Q&A

JHU Alumni crab feast in Marina del Rey, CA

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Why Social Media? Mass Reach for for 185,000 JHU Alumni Worldwide

!   50 % of world’s population is under 30 (big marketing reach.)

!   Facebook has 1+ billion users & 50% visit daily.

!   Twitter has 500 million users & is the fastest way to reach many.

!   YouTube is the 2nd largest search engine behind Google

!   Also important: Google+, Vine, Instagram Video, Pinterest, LinkedIn

3!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Fun post to engage alumni with historic photo

Alumni Association Benefits Social Media Wins

!   How many of your local JHU alumni chapters have fan/group pages?

!   What are the advantages of using social media to reach the 150,000 JHU Alumni worldwide?

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JHU Los Angeles Facebook Group

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Social Media StrategyBuilds consistency & community

!   Who is your JHU alumni audience? Local, Global, Interest-based?

!   What topics interest your JHU alumni audience?

!   Who are the key influencers globally & locally?

5!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Engagement Tips Increase Likes, Followers and Comments

!   Engage your fans in conversations:

!   Post content that tells a story.

!   Post more cool content vs posts about yourself.

!   Ask fans for their opinion.

!   Answer -> What’s in it For ME?

!   Re-tweet, Reply & Favorite tweets from like-minded influencers.

!   Like & Comment on other people’s Facebook posts consistently.

6!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Great post to engage fans by offering incentive to “Like” page

Facebook Best Practices Content and Timing

!   What is the best type of content to post on Facebook? (photos)

!   How many words do you think you should include in a post? (140 characters)

!   What is the best time of day to post content on Facebook? (11am-1pm)!

!   What are 2 times over the weekend that are the best times to post on Facebook? (Fri night & Sunday pm)

7!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Way too many words in this post. Keep to 140 characters if possible & link to details.

Twitter Marketing Big Picture

!   Twitter is the fastest way to reach a mass audience.

!   Easiest social media tool to reach like-minded people.

!   Invite discussions with fans using #hashtags.

!   Set up Lists to follow with key influencers.

8!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

3 Twitter Tips Increase engagement by using Best Practices

!   @ in front of a username = a “mention”

!   # sign in front of a keyword (example: #Doctors) will add your tweet into a discussion thread.

!   RTs and Favorites are similar to a “Like” on Facebook.

9!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Klout Measures Influence across all social media channels

10!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Engagement & Influencers increase Klout scores.

High Fan Engagement 90% engagement and 92% influence @GoodyAwards

Highly engaged audience recognizing social good globally on Twitter, Facebook and YouTube.

11!©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

82 Re-tweets of one post show high engagement.

SEO for Videos Help your fans find your content

!   Videos are often shared by others if it is about something new, different, educational or funny.!

!   SEO (Search Engine Optimization) can change everything!

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

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Goody Awards Video A/B Test for the same video

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

!   Need a good story & good prize.

!   Develop rules that avoid loopholes, may need legal input.

!   Need graphic artist to design banners.

!   Use “approved” tools.

Contests/Sweepstakes Develop a compelling story

Contests/Sweepstakes Develop a compelling story

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Analytics are a must Need tracking tools to measure results

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

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Cause Marketing

ABC News Interview part of 4-month integrated marketing campaign for first Rich Woman Financial Education event in Hawaii

7 Goody PR Services Best Results when combined into Integrated Marketing Campaign

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Social Media

Compelling Content

Custom Goody Awards

Traditional PR

Goody Awards

Branding

Custom Training

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

Contact We’d love to help you engage your fans!

©  2013,  Liz  H  Kelly  (Proprietary  and  Con:idential)  

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!   Liz H Kelly, Goody PR & Goody Awards Founder has built $million advertising campaigns for Fox Interactive Media/MySpace, Paramount Pictures & first Sprint PCS, and has worked with clients such as Toyota, University of Phoenix etc.

!   Liz is on the Advisory Board for Net Impact LA & regularly does social media training/ panels, ie Digital Hollywood, Social Media Week LA, The GRAMMYS. She graduated from Johns Hopkins Univ Carey Business School in 1994.

!   liz@goodypr.com, 1-310-987-7207

Liz H Kelly with Tim Sissons, Goody Awards intern & former Carey Business School President.