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#UMN SOCIAL MEDIA OVERVIEW USES We are #UMNdriven to change the - PowerPoint PPT Presentation

Oct 03, 2022 •644 likes •927 views

#UMN SOCIAL MEDIA OVERVIEW USES We are #UMNdriven to change the world. Important research news item here. #UMNdriven Why social media? REACH CONNECT INFORM LEARN Our audiences PROSPECTIVE STUDENTS CURRENT STUDENTS ALUMNI

  1. #UMN SOCIAL MEDIA OVERVIEW

  5. USES • We are #UMNdriven to change the world. • Important research news item here. #UMNdriven

  6. Why social media? REACH CONNECT INFORM LEARN

  7. Our audiences PROSPECTIVE STUDENTS CURRENT STUDENTS ALUMNI FACULTY & STAFF MINNESOTA PUBLIC

  8. SOCIAL MEDIA PUBLIC MARKETING RELATIONS • Elevate the University’s • Generate interest in our reputation research, programs & people • Share stories of • Gauge the public opinion innovation & discovery • Share timely & important • Highlight our student, information staff, and faculty heroes

  9. #UMN Social Strategy LISTEN PLAN REACT EVALUATE

  10. Social Listening LISTEN • What is being said about you? • Trends & current news • Audience tone • How do your competitors use social media?

  11. Planning vs. Reacting PLANNED CONTENT • Steady flow of content • Promotional REACTIVE SHARING • Consistent • Timely • Diverse • Risk (the good kind)

  12. Source: http://searchenginewatch.com/sew/how-to/2202307/social-media-roi-how-to-define-a-strategic-plan

  13. #UMN Social Strategy EVALUATE • What works and what doesn’t? – Content – Visual aspects • Engagement – Month to month – Channel by channel – Special projects • Conversion – Website hits – Video views

  14. Creating Social Content

  15. Content • How does this news affect our audience(s)? • Who does this reach? • What does this highlight? – Our innovative people – Cutting edge research initiatives – Contribution to our local & global community – University pride

  16. Campus Collaboration is Key • Showcase breadth & depth of the University – Research – Academics – Accolades – Events • Share timely news • Planned content & partnerships

  17. Content BALANCE PROMOTION PERSONALITY • News • Warm & friendly • Events • Bold & daring • Marketing content • Exciting & innovative

  18. Voice & Tone BOLD DARING IMAGINITIVE ENGAGING INTRIGUING MOTIVATING

  19. Create Intrigue & Emotion

  20. Hashtags #Be #Strategic #With #Hashtags Branded & Unique - #UMNproud - #UMNdriven Existing Trends - #UMNresearch - #TBT - #MotivationMonday - Connect to the topic

  21. Direct Engagement

  22. Integration

  23. QUESTIONS? Susan Garcia Hagen susanh@umn.edu

  24. Paid Social Campaigns

  25. Planning IDENTIFY YOUR GOALS - Reach - Followers - Engagement - Traffic TARGET YOUR AUDIENCE - Location and demographics - Behaviors and interests - Overlapping followers SET YOUR BUDGET - Daily or total budget options

  26. Campaigns BUILD - Existing post - New content - Special options TEST - Channels - A/B testing - Reactive advertising EVALUATE - Insights & analytics

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