Embed Size (px)
DESCRIPTION
NEAFCS Members-Only Professional Development Webinar. Presented March 20th, 2014
Citation preview
The Increasing
Importance of
Content & Strategy:lessons learned from two
social media campaigns
NEAFCS Webinar / March 20th, 2014Jamie Seger, Ohio State University Extension FCS Educator and Ed Tech Specialist
BACK CHANNEL READY
@techie_jamie
http://u.osu.edu/extensionedtech
THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
AUDIENCE IS ALSO CONNECTED TO EACH OTHER
AUDIENCE IS ALSO CONNECTED TO EACH OTHER
Topics:
- Social Media Campaign Examples
- Impact & Key Takeaways
- Social Media Strategy
SOCIAL MEDIACAMPAIGN EXAMPLES
CAMPAIGN COMPONENTS
• Literature Review• Social Media Toolkit• Campaign Timeline• Posting Schedule (Calendar)• Evaluation Plan• Marketing/Recruitment E-Mails & Materials to FCS Professionals• Campaign Promo YouTube Video• Press Release• Basecamp Project Site• Facebook Group Page
Even though we reached
people in all corners of
the globe, there was still
a significant local impact.
Key BTKTakeaways
Lay your groundwork with followers ahead of time.
Know your audience.
Facebook fan pages should fill a niche or interest area.
Mind the calendar and clock.
EXPERIMENT WITH CONTRA-COMPETITIVE TIMING
Source: Zarrella, “The Science of Marketing”
Use multiple page administrators.
Don’t take yourself too seriously.
Be visual and interactive.
Be strategic – post with your desired results in mind.
Keep campaigns short.
Research Question:
• Will the implementation of a campus-
wide social media campaign increase
student awareness of the importance
of consuming the recommended
amount of dairy products and which
campaign components will be the
most effective at doing so?
Marketing: Posters & Flyers
Placed in dorm buildings, Rec Center, and campus buildings
CAMPAIGNEVENTS
SOCIAL MEDIA
DAIRY CAMPAIGNSTUDENT SURVEY
05
10152025303540
How did you hear about the campaign?
Promo Items Posters & Flyers Events0%
10%
20%
30%
40%
50%
60%
70%
60%
52%47%
Top 3 Most Influential Campaign Tools
*Facebook = 27%
0
10
20
30
40
50
Strongly Agree or AgreeNeutralDisagree or Strongly Disagree
Gauging Awareness…
What could be added to future campaigns?
SOCIAL MEDIASTRATEGY
http://go.osu.edu/smstrategyform
Who is my audience? What do they care about?
What does Extension want me to talk about?
• University Discovery Themes• Extension Signature Programs• College Priority areas
• Water Quality• Shale Energy• Food Security
PrimeSocial Media Content
AudienceNeeds
OrganizationPriorities
• Canning Food• Food• Lawn Care• Gardening• Family Finances• Negotiating Leases• Nutrition• Mommies• The bug eating my
tomatoes
What is/are my Objective(s)?
• Change behavior
• Take action
• Raise awareness
• Give money
What sharable content can I create? What is my content “Hub?”
• Blog
• Video
• Photos
• Web Sites
• “Content Curators”
What social networks does my audience use?
PEW RESEARCH CENTER
http://go.osu.edu/pewsmdemo
QUESTIONS?
[email protected]@techie_jamieslideshare.com/jamiesegeru.osu.edu/extensionedtechu.osu.edu/jamieseger
