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Social Media Workshop Summer Institute for Public Health Practice August 5, 2014

Social Media Workshop Summer Institute for Public Health Practice August 5, 2014. Table of Contents. About Us Goals & Measurement Vision & Style Editorial Planning Tips Your Turn Resources. The UW Social Media Universe. Central Properties Broad UW audience representation

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Social Media Workshop Summer Institute for Public Health Practice August 5, 2014

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  1. Social Media WorkshopSummer Institute for Public Health PracticeAugust 5, 2014

  2. Table of Contents • About Us • Goals & Measurement • Vision & Style • Editorial Planning • Tips • Your Turn • Resources

  3. The UW Social Media Universe • Central Properties • Broad UW audience representation • Large scope of content • Extensive reach Data as of 7.16.2014

  4. Our primary objectives • Tell Our Story • Reach different audience types (more than science/academic). • Gather and share stories from depts. • Attract positive media coverage. • Mobilize Our Fans • Respond in real time. • ID influencers. • Engage fans and followers to sway influencers, amplify advocates and convert detractors. • Create Community • Showcase areas of shared concern/values. • Develop community contests. • Engender feelings of nostalgia. • Feature user-generated content.

  5. How we measure success • Voice share: fans, followers, impressions, views, etc. • Year-over-year growth • Influence:likes, retweets, shares, etc. • Engagement: comments, Web traffic, event attendance, signups/promotion responses, donations, etc. • External rankings: Klout, FanPageList.com, etc.

  6. Target audiences • Alumni • Community/business/political leaders • Current students • Donors (current and prospective) • Faculty & staff (current and prospective) • Friends, community members and fans (sports, arts) • International audiences • Media • Parents • Peers • Prospective students

  7. Social Media Style

  8. Persona Be the in-the-know young alum who can tell multi-faceted, culturally relevant stories through a captivating and personable lens. • Authentic to the UW brand • Conversational and relatable • Knowledgeable but awed by discovery • Prideful and spirited • UW, Seattle and PNW local enthusiast and community builder • Conversant in U-Dub language (Go Dawgs, Bow Down, etc.) In comment replies/customer service interactions • Timely, empathetic and respectful

  9. Purposeful • Enriches content • Relevant/timely Visuals • Connected • Branded • Location (PNW) • UW people (ex. Miss Seafair) Relatable • Personal • Shareable • Captivating • Attracts attention

  10. Gestures Acknowledge the cleverness, admiration, enthusiasm, opinions, expertise and pain points of our audiences.

  11. Gestures Acknowledge the opinions, expertise and pain points of our audiences.

  12. Editorial Planning

  13. Winter Quarter 2014 at a Glance

  14. Content types • News • Breaking news, internal & external (ex., UW prof. live chatting about Japan earthquake) • Department news • External media coverage • General news (ex., rankings, awards)

  15. Content types • Events • General UW events (i.e., career fairs, public lectures) • Strategically significant events (e.g., Annual Address, Commencement) • External /partner events (e.g., Paws on Science)

  16. Content types • Stories/Profiles • Contests/Promotions/Campaigns • Creative Content/Throwback Thursday

  17. Content types • Special offers • Deadlines(e.g., applications) • “Front Porches” • Athletics • Arts • Medicine/Research • Pride Points

  18. Tips

  19. Facebook vs. Twitter • Facebook is better for: • Cultivating community engagement • Showcasing imagery/visuals • Higher visibility overall • Twitter is better for: • Customer service • 1-on-1 relationship building • Media relations • Breaking news • International outreach

  20. Tactics for increasing voice share • Contests(but follow the rules!) • Exclusive access: Q&As, pre-sale access to events, breaking news, etc. • Retweet generously (but not gratuitously) • Promoted posts (on Facebook)

  21. What happens if you pay?

  22. Facebook“Like” ad campaign • Run dates: June 4–30 • Gained 10,576 new fans • 2.9 million impressions • Avg. cost: 24 cents/fan • Total budget: $2,500

  23. Most popular UW posts • Anything with: • Mascot (Dubs) • Cherry blossoms • Football • But also: • Other sports • Photos, especially of campus iconsand especially from Instagram • Pride points • “Gee, I didn’t know that” posts • Posts that engender nostalgia

  24. Even the “unpopular” ones… … are important because they achieve goals that aren’t measured in “likes” or retweets, such as • Qualified job applicants • Reputation building/management • Visibility for other depts. beyond what they could get on their own

  25. How to pick the right channels • Who is using/might use the channel? • What has its growth trajectory been? • What are the benefits of using the channel? • What are the drawbacks? • How does it compare to existing social media channel? What is its unique value proposition? • How likely is it to be adequately supported/funded by its creators?

  26. How to pick the right channels • What is required to engage with this channel? (Learning curve, staffing needs, etc.) • How can we measure whether we’re successful? What metrics does the channel provide? • How will this channel integrate with existing properties? How will it impact or complement other opportunities/partnerships/properties?

  27. Your Turn!

  28. Assignment • Figure out a compelling piece of info you want to communicate. • Jot down who your target audience(s) is. • Draft: • One Facebook post & describe the visual that goes with it. • One tweet – remember only 140 characters and spaces do count!

  29. Resources

  30. Good websites about social media • Mashable.com • danzarrella.com • allfacebook.com • www.insidefacebook.com/ • www.mediabistro.com/alltwitter • http://blog.hubspot.com • www.convinceandconvert.com/author/jay-baer • www.nptechforgood.com/category/social-media

  31. Appendix

  32. Roles of Social Channels • Facebook: Utilize as our flagship property that embodies the spirit of our community and represents the UW in a way that is engaging, informative and accessible. • Google+: Increase our visibility in search and reach different demographic (geekier, more male). • Instagram:Share beautiful and fun photos of the UW experience. • LinkedIn: Inspire, inform and connect alumni and students, with UW stories and career resources. • Pinterest:Showcase a visual scrapbook of campus, PNW life, Husky Pride, events and contest content. Plus gallery of merchandise.

  33. Roles of Social Channels • Twitter: Connect, engage and share with our community in the moment with customer service, breaking news, live tweeting, retweeting, etc. • Vine:Share the amusing and unconventional through short video. • YouTube: Showcase the best of the UW through video. • *Tumblr:Highlight the undergrad experience and engage with prospective students.

  34. Our Social Media Team • 50% of my job • 50% of a monitor’s/hunter-gatherer’s job • 50% of an analytics person’s job • 50% of an intern’s job (10 hrs./week) • 40% of a photographer/videographer’s job • 20% of a designer’s job • 20% of a strategist’s job • 10% of a writer’s job • 10% of an ad buyer’s job Total current investment: 2.5 FTEs

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