Social media strategy for student newspapers- David Shipley
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Powerpoint Presentation delivered by David Shipley, Senior Enterprise Web Strategist at the University of New Brunswick at the Atlantic Regional Canadian University Press Conference at Mount Allison University October 22, 2011. Document post here with permission.
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Social media strategy for student newspapers- David Shipley
- 1. Building your social media strategy Or - How to win friends and influence people
- 2. What we’re going to talk about • Strategy • Tactics • Metrics
- 3. About me • Former editor of the Baron • Former provincial and business reporter for the Telegraph-Journal • Web Strategist for the University of New Brunswick • Used to drive armoured vehicles. Seriously.
- 5. What does a web content strategist do? • Connects audiences with the information they are most interested in • Engages audiences using a variety of platforms - web, social networks, e-mail to create, maintain or strengthen relationships
- 6. UNB.ca • Most important communications platform for the university for reaching prospective students, alumni, donors and the general public • More than 100,000 monthly visitors • Site down from 200,000 pages to approximately 50,000
- 7. @UNB • More than 3,200 Facebook fans (without spending a single dime!) • More than 2,000 Twitter followers • Nearly 50,000 video views on YouTube (most in the last year alone) • Still figuring out how to leverage Flickr more...
- 9. What is a strategy? • It is a plan of action to achieve a specific goal
- 10. What are some potential goals? • Boost readership • Engage audiences for longer • Find stories • Find volunteers • Promote great stories to the wider public • Generate revenue
- 11. Tactics • Actions that lead to the execution of your strategy
- 12. Metrics • Ways to measure how successful your tactics are and whether you’ve achieved the goals of your strategy
- 13. Some ideas Tactic Goal Metric(s) Increased print Facebook Fan pick-up, increased Page / Twitter Boost readership pageviews on Feed Posts website Use videos, Flickr slideshows, Engage audiences Longer time on Document more site Sharing tools
- 14. More ideas Tactic Goal Metric(s) Use free tools to More ideas at monitoring social Find stories story meetings media Use web traffic Longer time on monitoring to Engage audiences site, more determine which more pageviews stories resonate
- 15. Even more ideas! Tactic Goal Metric(s) Celebrate Recruit four or Increase successes, five new volunteers network volunteers Sponsored live tweeting of Generate Additional funds sporting events, revenue received ads in videos
- 16. Do’s • Set up Facebook Fan Pages, Twitter accounts, Flickr,YouTube/Vimeo • Embed streams from social media into your sites • Use contests and giveaways to increase fan base and engagement (and generate revenue!) • Experiment, experiment, experiment!
- 17. D’ohs • Let accounts lapse, stagnate • Just post links to your social media site and don’t do anything else with them on your site • Go overboard with sponsorships or ads • Get into arguments with PR folks
- 19. Examples
- 24. Discussion