the increasing importance of content & strategy in social media
DESCRIPTION
NEAFCS Members-Only Professional Development Webinar. Presented March 20th, 2014TRANSCRIPT
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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
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BACK CHANNEL READY
@techie_jamie
http://u.osu.edu/extensionedtech
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THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
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THERE ARE MANY CHANNELS COMPETING FOR ATTENTION
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AUDIENCE IS ALSO CONNECTED TO EACH OTHER
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AUDIENCE IS ALSO CONNECTED TO EACH OTHER
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Topics:
- Social Media Campaign Examples
- Impact & Key Takeaways
- Social Media Strategy
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SOCIAL MEDIACAMPAIGN EXAMPLES
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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
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Even though we reached
people in all corners of
the globe, there was still
a significant local impact.
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Key BTKTakeaways
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Lay your groundwork with followers ahead of time.
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Know your audience.
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Facebook fan pages should fill a niche or interest area.
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Mind the calendar and clock.
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EXPERIMENT WITH CONTRA-COMPETITIVE TIMING
Source: Zarrella, “The Science of Marketing”
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Use multiple page administrators.
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Don’t take yourself too seriously.
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Be visual and interactive.
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Be strategic – post with your desired results in mind.
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Keep campaigns short.
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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?
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Marketing: Posters & Flyers
Placed in dorm buildings, Rec Center, and campus buildings
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CAMPAIGNEVENTS
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SOCIAL MEDIA
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DAIRY CAMPAIGNSTUDENT SURVEY
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05
10152025303540
How did you hear about the campaign?
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Promo Items Posters & Flyers Events0%
10%
20%
30%
40%
50%
60%
70%
60%
52%47%
Top 3 Most Influential Campaign Tools
*Facebook = 27%
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0
10
20
30
40
50
Strongly Agree or AgreeNeutralDisagree or Strongly Disagree
Gauging Awareness…
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What could be added to future campaigns?
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SOCIAL MEDIASTRATEGY
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http://go.osu.edu/smstrategyform
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Who is my audience? What do they care about?
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What does Extension want me to talk about?
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• 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
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What is/are my Objective(s)?
• Change behavior
• Take action
• Raise awareness
• Give money
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What sharable content can I create? What is my content “Hub?”
• Blog
• Video
• Photos
• Web Sites
• “Content Curators”
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What social networks does my audience use?
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PEW RESEARCH CENTER
http://go.osu.edu/pewsmdemo
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QUESTIONS?
[email protected]@techie_jamieslideshare.com/jamiesegeru.osu.edu/extensionedtechu.osu.edu/jamieseger