Mercy College: G-Pass Social Media Overview and

StrategyErica Reid June 2012

My name is Erica Reid. I am from Houston, TX. I am a Social Media Strategist.

MUSIC FOOD ART

• E-commerce and Social Media Strategist at Anthony Logistics For Men• Candidate of the MA program in Graphic Communication Management and Technology at NYU.

Hello.

This presentation intends to provide a framework of how SNS effectiveness can be defined and delivered within the marketing environment allowing a better understanding of best practice.

It is also intended to build a foundation for future use.Social Media (SM) is defined as a set of web-based media tools that allow people to interact by generating and broadcasting their own content with the means to socialize and/or share information of interest through the internet. The content can be of personal, professional or commercial character.

State of the IndustryTraditional Media vs. New Media

One-way communication delivers content through one channel that doesn’t allow immediate feedback.

One-way online communication

Basic HMTL website with one-way communication

Basic HTML

Traditional MediaOne Way Communication

New MediaThe Non-Linear

ExperienceThe user experience is about reading in a non linear way.This means that the user can actually choose the order inwhich the content is being read. The user has the choice of clicking on the content of interest, needs and/or demands.

New MediaA Global Conversation

Facebook Blogging Twitter

This non-linear information is being shared across many platforms

New MediaAdvertising

Augmented RealityQR Codes

What is your social platform and why?

The Twitter Analogy

Simply put, Twitter is similar to being at a dinner table withmany people and choosing who to listen to. You follow only those conversations of your interest.

Who has the best personality?

The Social Media Strategy

Mercy College G-Pass

Success in a social media strategy is related to

POPULARITY and INFLUENCE.

• Rate the popularity of Mercy College in NYC. Rate:1-10• Rate popularity of G-Pact.• What influence will G-Pass have on Mercy College and its students?

Why are organizations joining SNS (Social Networking Sites).

• Market size and growth.• The perception of urgency.

• Word of mouth.•Branding.

Social Media Statistics

1. Fastest growing segment in social media 45-54 year olds

2. 54% of Facebookers access via mobile

3. Facebook is the most addicting social network. Users check their account more than 5 times a day.

4. 76% of Twitter users now post status updates.

5. Twitter users are 33% more likely to be democrats. 40% of twitter users democrats vs. 30% of the US population overall.

Branding G-Pass

Who develops a brand strategy? It is usually a team of people; no one does

it alone.

Supporting every effective brand is a positioning strategy.

• Consider the needs of your audience.• The strengths and weaknesses of the program.• The competitive landscape.

Henry Ford said customers could have any color they wanted as long as it was black. General Motors came along with five colors and stole the show.

Branding G-Pass

What is the G-PassTagline?Taglines evoke an

emotional response. It helps create an interest.

Known Taglines:Expect more. Pay less.Broadcast yourself.

Happy Hunting.

Branding G-PassVisionBig ideas, enterprises, and

services are sustained by imagining what others cannot see and the tenacity to deliver what

you believe is possible.

Known VisionairiesSteve JobsOprah Winfrey

Best brands stand for something: a strategic position, a defined set of values, a voice that stands a part.

Branding G-PassEducational Brand Identities

Branding in Social Media

NYU Reynolds Program in Social Entrepreneurship

Branding in Social Media

Success in social media is also related to dynamic content.

University of Oxford Photo Competition

NYU Wasserman Center Outside linking of relevant contentCommunity based contentInformative content

Branding in Social Media

Content Categories “Buckets”

•Resume Writing•After Graduation Plan•Job Support•Tips on Success•Events•What’s Hot on Campus•Services•Historical facts

Consumer TargetsPsychographic

•Social•Modern Attitude•Values success •Tech Saavy

Consumer TargetsSocial Media Voice

•Modern Colloquial•Direct

•Short sentences•Sense of humor•Confident

Vocabulary- No regional slang, must be understood

across the US.

GoalsNOW•Branded Identity: Mission statement, vision and logo.•Identify Content Category “Buckets”.•Define Consumer Targets and Demographics.

TOMORROW•Social Media Content•Schedule of Content•Incorporating engagement via video, audio and photography•How to market via email campaign using a targeted list?

Thank you.