The World of New Media Communications via
Dragon Athletics Department
Presenter: Billy J. McDonald@BillyJMcDonald
Social Media & Communications Coordinator of Dragon Athletics
Who am I?
Senior in Business Administration emphasis in Marketing, and Mass Communications emphasis Public Relations.
Social Media Analyst for MSU-Moorhead for 16 months
Work under Jon Wepking, Interim Athletics Marketing Director
Marketing Coordinator of the Dragon Entertainment Group (2years)
Looking for a job in social media marketing
What it is about…RelationshipCommunitiesCustomer ServiceMedia RelationsInternal CommunicationsCommunity SupportTHE STUDENTS
Athletes
What it is not about…
The ToolsSizeNumbersMoney
Intangible gains far exceed the bottom line
Pride
Goals of Social MediaBusiness PartnershipsIncrease Traffic to MSUMDragons.comGenerate LeadsIncrease RevenueBuild Brand Value and AwarenessImprove Dragon Athletics SEOBrand AdvocacyReduce CRM Cost
Dragon Athletics Rules of Social Engagement
The tone of all messaging is to be positive, transparent and Authentic.
Playful banter is okay, as long as it’s engaging. There is no point in just amusing yourself and present the university as arrogant.
All content must be relevant. Otherwise we are just spamming our audience.
Timing is everything. We want our influencers to tell our story, but we need to be the provided them leads.
Admit mistakes
What channels are Dragon Athletics currently using outside of social media?
Email Dragon Weekly Dragon Fire Newsletter Scores and New UpdatesDirect-mail Sent when deemed appropriate in such
events such as (Holiday cards, Homecoming, Dragon Fire events)
On and Off Campus Print Publications Alumnews The Fargo-Moorhead Forum The MSUM Advocate Pioneer Press Etc.
Websites the frequently generate content about Dragon Athletics http://www.inforum.com/ http://msumadvocate.com/ http://news.mnstate.edu/category/drago
ndigest/
http://www.wday.com/ http://kfgo.com/ http://www.theguillotine.com/ http://www.northernsun.org/ http://www.kvrr.com/ http://www.valleynewslive.com/ http://www.740thefan.com/
Social Tools that should be used and the potential/purpose:
Google AlertsGoogle Analytics SocialMention.comHootsuite Social Platform Meltwater Press
Twitter Key Influencers External Twitter Influencers for @DragonAthletics
@DomizzoWDAY @KVRRTV @KunkelW @JimNelsonFox @FargoBigE WDayNews @WDayAM970 @MidcoSportsNet @SidearmSports @ElsenMidcoSN @FargoMoorhead @fmwfchamber
Internal Twitter Influencers for @DragonAthletics
@ADDougPeters @JonWebbie @BillyJMcDonald @MSUMoohead
@Nemzek Noize
Competitor Twitter Accounts @NDSUAthletics @CobberSID
NSIC Twitter Handles @GoAugie @MSUMavericks @WolvesAthletics @SCSUHuskies @CUGoldenBears @WSCWildcats @WSUWarriors @UMDBulldogs @BSUBeavers @UMarySports @MSUBeavers
@SMSUMustangs @UIUPeacocks @USF_Cougars
Shifting Personalities of the Internet
How to deal with negative comments
1. Identify the Issue2. Humanize Your Responses3. Be Prompt4. Get Your Customers Involved5. Think Twice Before You
Delete6. Go to the Big Dog
Social Networks Short term objectives:
Facebook fan page(s) Post positive media mentions Encourage interaction on pages,
events and groups Content should be timely,
relevant, authentic and not repeated
Interaction between the pages and events will encourage growth across all pages
Create unique posting schedule the alternates message delivery across fan pages
Google+ Develop new social network Items like create circles,
encourage interaction, create content
Also, participate in Q&A, other groups, etc.
Micro-Blogging Short Term Objectives (Twitter)
Short term objectives: Use Twitter list Promote dept. post through
other Dragon Athletics accounts
Communicate to users about support issues such as broken links and event times/details
follow‐up Build reputation Promote other social
networking activities/sites
through Twitter
Key Metrics: 850 Friends/Followers 1260 2nd‐order followers
(follower’s follower count) 2 Velocity‐ avg. of first‐ and
second‐order followers attracted per day since the account was established
Blogging Short Term Objectives
Short term objectives:Increase engagement
Create sharable content that is relevant Encourage comments; submit RSS feed to
sports forums and local publications. Write more opinionated to drive a
conversation Increase Subscribers through campaigning
Video-Sharing Short Term Objectives
Short term objectives: Update videos on social video sites and link to core site Create video series for YouTube Include full bio and caption story with every video posted Produce only quality video for channel Review and critique each video as if you were the viewer Increase subscribers (71) Use keywords with videos to improve SEO Include videos in playlist Keep records of Social clicks
Google Analytics
Now its about the numbers. Well, sorta…
What is Google Analytics? Website Traffic Measurement Tool Onsite Metrics Collection Page Tags Cookies Think of it more like a thermometer for you website.
Overview of Impact of Social Media Usage to Web Traffic
Overview Referral Traffic by Month
09-10 vs.10-11
08-09 vs. 09-10
Where is this increase in Web Traffic Coming From? This years traffic has increase 29 percent 14 percent can be contributed to the Universities
new landing page The other 15 percent is from Social Media.
- Facebook 9 percent- Twitter 5 percent - YouTube/Etc. <1 percent
Offsite Metric Click Measurement
Additional Social Marketing Benefits Branding YouTube views <51,000 Blog views < 21,000 Twitter @DragonAthletics 850+ follows Facebook <3650 ‘Likes’ on 13 pages ALL in 16 months…Other Social Networks on the move:- Google+, Pinterest,
Problems in Google Analytics and Offsite Data Collection Hootsuite Account Collection Error API Server Failure Tracking bit.ly (and other short URLs) in Google
Analytics Bounce Percentages (Pages/Visits, or New Visits
Miscalculations) Cookie Transmissions, IP Addresses <10.5 avg. Search Engine Spiders (???) Missing Page Tags
How to deal with Accuracy Issues Supply each intern with necessary tools Page tags Follow bounce rate trends in 2012-2013
Any Questions?PLEASE stop me later if you would like to talk to me more about the more technical side of web analytics, or social media strategy.
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