+

Emily Viteri

Project 1

+ Table of Contents 1.  Executive Summary

2.  Social Media Audit 1.  Social Media Assessment 2.  Website Traffic Sources Assessment 3.  Audience Demographics Assessment 4.  Competitor Assessment

3.  Social Media Objectives

4.  Online Brand Persona and Voice

5.  Strategies and Tools

6.  Timing and Key Dates

7.  Social Media Roles and Responsibilities

8.  Social Media Policy

9.  Critical Response Plan

10.  Measurement and Reporting Results

+Executive Summary

Our major social media priorities for the year are adopting a content marketing strategy, developing a social media presence and impression, increase engagement and developing actionable insights through social analytics.

Focusing on this will create genuine connections with our followers and gain brand visibility.

Three major social strategies to support this:

1.  A plan to increase number of followers

2.  A plan to increase our engagement with followers

3.  Using analytics and tracking to evaluate the traffic on social networks

+Social Media Audit

Social Network

URL Follower Count

Average Weekly Activity

Average Engagement Rate

Twitter twitter.com/UF

113,000 50 posts per week

5%

Facebook www.facebook.com/uflorida/

632,328 25 posts per week

2%

Instagram Instagram.com/uflorida

81,400 6 posts per week

1.5%

Social Media Assessment: Twitter generates the most action at this time with the highest engagement rate. Facebook has a moderate rate while Instagram has the lowest activity and engagement.

+Website Traffic Sources Assessment

Source Volume % of Overall Traffic Conversion Rate

Twitter 135k unique visits 23% 4%

Facebook 520k unique visits 34% 3.1%

Instagram 75k unique visits 12% 1.6%

Traffic Summary: At present time, Twitter is by far the biggest driver of traffic for UF. The conversion lags behind our target goal with Facebook and Instagram, although social interactions still occur.

+Audience Demographics

Assessment Age Distribution Gender

Distribution Primary Social Network

Secondary Social Network

Primary Need Secondary Need

14 – 29 51% female 49% male

Facebook Twitter Keep up with news and updates from UF

Find out how to donate to the school or find events

30 – 40 10% more female users than male

Instagram Facebook Connect with school to keep up with what's happening

41 – 80 7% more female users than male

Facebook Twitter See updates occurring at the university or alma mater.

Donations

Audience Demographics Summary: An overwhelming majority of users are in the 14 – 29 age group because they are mostly the ages of students. Facebook is the core social network. The older audiences are likely alumni of the school. This means UF should include updates on alumni events and how to donate. Every user seems to have the same reason for being on social media

+Competitor Assesment

Competitor Name

Social Media Profile: Twitter

Strengths Weaknesses

Florida State University

@floridastate Constant contact with followers, school spirit shown in photos

Too many hashtags, lacking content

University of Central Florida

@UCF Engaging with students

Too much text, not easy to follow

Competitor’s Assesment Summary: The above analysis focused on two major competitors who also have a big social presence on Twitter. FSU and UCF are both geared towards student engagement but lack valuable content. Both could improve with better visuals, including video.

+Social Media Objectives

n  The University of Florida’s primary social media focus is to promote an online presence to increase enrollment and create stronger bonds with students and alumni. To do so, UF most do the following: n  Plan to increase the volume of content published on Facebook by

10%

n  Encourage conversations, chats and improve SEO by 20% over the next 4 months

n  KPI’s: Increase brand awareness through increased mentions on Twitter, likes and shares on Facebook.

n  Key messages: Every Gator counts. For the Gator good. The Gator Nation is everywhere.

+Online Brand Persona and Voice

n  Adjectives describing UF: n  Fun. Inspiring. Proud. Influential. Spirited. Creative.

+Strategies and Tools

n  Paid n  Paid search marketing n  Boost relevant Facebook posts every week n  Social media and email marketing n  Conversion rate optimization

n  Owned n  Encourage follower interaction. Retweet content from UF students. Increase hashtag use like

#itsgreatUF to generate conversation.

n  Earned n  Monitor keywords on Twitter, Instagram and Facebook. Find stories published on newspapers

and magazines about UF, faculty, students and alumni.

n  Tools: n  Hootsuite n  Facebook n  Twitter n  Buffer n  Adobe Creative Cloud

+Timing and Key Dates

n  Holiday Dates n  Christmas n  Spring Break n  Thanksgiving n  Valentines Day n  Halloween

n  Internal Events: n  Finals n  Graduation n  Career day n  Preview n  Welcoming new UF class

Reporting Dates: Reporting will occur once a quarter in February, May, August and November. Exact dates are to be announced.

+Social Media Roles and

Responsibilities

n  Marketing Director: Frank Medina n  Responsibilities include developing a marketing strategy with the

team. Measuring success and managing budgets while ensuring timely delivery.

n  Social Media Director: Emily Viteri n  Handle content strategy, develop brand awareness, generate

inbound traffic and cultivate leads and sales.

n  Social Media Coordinator: Sara Nishku n  Maintains relevant social media accounts. Proposes creative

strategies in collaboration with directors.

+Social Media Policy

Posts and other content specifically added by administrators of the University of Florida social media account are official University of Florida content. Opinions expressed by other users do not necessarily reflect the opinion of the University of Florida. User provided content is not screened or evaluated during the submission process.

All content is bound by the UF Acceptable Use Policy. Further, users are expected to abide by applicable laws, regulations, rules and policies including the University Student Code of Conduct, the University’s Sexual Harassment Policy, and other regulations and policies concerning public communications.

We reserve the right to remove content.

We encourage users to report content that violates the platform’s Code of Conduct by using their official reporting procedure

+Critical Response Plan

n  Scenario 1 n  An inappropriate post sent from UF’s Twitter due to hacking or lack of proofreading. n  Action plan when post is detected:

n  Take screenshot n  Delete post n  Alert Frank Medina, Sara Nishku and Emily Viteri n  Apology if tweet is offensive

n  Scenario 2 n  Bus crash on campus n  Action plan when notified:

n  Campus police to alert marketing and social media directors. n  Follow mentions on social media n  Hold possible press conference n  Pre-approved messaging on social media

n  RTS crash on Center Drive this afternoon. No danger or injuries but avoid area until further notice.

+Measurement and Reporting

n  Quantitative KPIs n  Reporting period: 4 months

Social Network URL Follower Count Average Weekly Activity

Average Engagement Rate

Twitter twitter.com/UF 113,000 + 15% growth

50 posts per week No change

5%

Facebook www.facebook.com/uflorida/

632,328 + 20% growth

25 posts per week + 4.5% increase

3%

Instagram Instagram.com/uflorida

81,400 + 10% growth

6 posts per week + 35% increase

2.5%

+Website Traffic Sources Assessment

Source Volume % of Overall Traffic Conversion Rate

Twitter 135k unique visits + 8% growth

31% 5%

Facebook 520k unique visits + 7% growth

41% 4.1%

Instagram 75k unique visits + 6%growth

18% 2.6%

+Qualitative KPIs

n  Sentiment Analysis: n  The analysis of social media posts revealed an increase of support

from alumni, students, staff and visitors.

n  Proposed Action Items: n  Continue distributing valuable content throughout all social

media platforms

n  Increase follower engagement and timely responses

n  Increase awareness on Snapchat account and create LinkedIn.