A presentation to the LSA CMS User Group of Web Services covering an overview of how and when to pursue social media endeavors. Topics include: Social Media Strategy | Marketing | Analytics | Virality | Planning | Maintenance

1. Social Media In LSA
...and how to fight it....and how to fight about it....and how to fight for it.

2. Beginning
June 1
department social
media accounts
GO OFFLINE

3. Not really...
Let’s talk for a moment about
how you responded to
that announcement.
Photo courtesy p_a_h. Some rights reserved.

4. Social Media Is Bound To Emotions
• How do I know whether or not I should be using a social media…
• tool?
• platform?
• How do I increase engagement (by platform)? / Better job of
connecting with others
• What are the benefits of social media (by platform)?
• Marketing statistics based
• Benchmarking
• What are the best practices (by platform)?
• Top tips
• Frequency of posting/tweeting
• Etiquette
• Common U-M and LSA hashtags
• Non-staff posting/involvement
• Examples of other departments (large and small)
• What are the copyright issues surrounding sharing on social media?
• How do I get a good story out?
• How do I promote a special event?
• Timesaving tips: How do I balance the pull of social media
with my current responsibilities?
• What are the target demographics (by platform)?
• Who should I follow?
• Is there a social media strategy across LSA departments?
• How is social media connected to my website?
• Adobe, specifically
• Google Analytics
• Where do I get my content?
• Visibility of department activities
• Twitter
• How do I add a twitter feed to my site?
• What tools should I use for live-tweeting an event?
• Facebook
• What’s the difference between pages and groups?

5. Social Media is...
NOT
Quick! Quick!
Make this viral…

6. Social Media Is…
Photo courtesy Sean Drellinger. Some rights reserved.
NOT a toy.

7. Social Media Is…
NOT “Oyez! Oyez!”"Megaphone" by David Roessli
© Attribution-NonCommercial-ShareAlike License

8. Social Media Is…
Social media is the collective of online
communications channels dedicated to
community-based input, interaction, content-
sharing and collaboration.
Source.
© Attribution-NonCommercial-ShareAlike License

9. Social Media Is…
Getting your point
across to one
another

10. The Stats
• 1 in 4 people use social networking sites
• Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B
• 73% of adults are using social media — 56% in America
• 43% of senior citizens in the U.S. now use social media
• There are now more smart devices than people
• 57% of people are talking more online than they do in real life
• Nearly two-thirds of Americans sleep with their cell phones

11. What is LSA (we) doing?
0 20 40 60 80
Have something
Facebook
Twitter
YouTube
Blogs
LinkedIn
Flickr
Google+
Tumblr
Instagram
Vimeo
Pinterest

12. Normalizing Social Media
Interpreting the
organization's
mission/brand
Injecting it into
communications plans
"Mutation Rocks" by Jamie Carter

13. Customer Lifecycle
"Age development" by Philip Howard

14. Recent projects
"Resolution #4 - become more organized" by Victoria Pickering

19. #victorschange
Date Time Text Image
3/17/2014 8:00PM This Thursday attend the LSA #VictorsChange on the Diag from 10am to 2pm. http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/19/2014 3:00 PM Check out the Diag tomorrow from 10am until 2pm to see LSA #VictorsChange! http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/20/2014 10:00 AM Start the morning off right by coming to the Diag and getting a Block M cookie. #VictorsChage MBlock Cookies
3/20/2014 1:00 PM Will you help #VictorsChange the face of student giving? http://u-mich.me/IE9U5K LSA Victors Bank 2 Photo
3/24/2014 11:00 PM Every gift matters. #VictorsChange http://u-mich.me/IE9U5K LSA Victors Bank 3 Photo
3/24/2014 1:00 PM Want to learn how to bake delicious Zingerman's delicacies? Bring in your bank for a chance to win a Zingerman's baking class. #VictorsChange Zingerman's Photo
3/24/2014 2:00PM What's better than an Insomnia Cookie?! Next 20 people who bring in their banks get free cookies! #VictorsChange
3/25/2014 11:00 AM Did you know that any gift you make counts towards the Victors for Michigan campaign goal of $4 billion? #VictorsChange http://u-mich.me/IE9U5K
3/25/2014 1:00 PM Win dinner at your favorite Ann Arbor restaurant with your favorite professor by bringing in your banks today. #VictorsChange
3/25/2014 2:15PM The next 10 people who bring in their banks get Espresso Royale gift cards. Ready, Set, GIVE! #VictorsChange
3/25/2014 3:00 PM Next 10 people who bring in their banks win a tour of the Big House. #VictorsChange Big House Photo with #Victors Change
3/26/2014 11:00 AM Let's show the world that #VictorsChange. http://u-mich.me/IE9U5K Photo of World #VictorsChange
3/26/2014 1:00 PM
Would you like a memorable portrait of yourself at Angell Hall, on the Diag, or the Big House? Drop off your banks at the Posting Wall and get the chance to
win a portrait of yourself anywhere on campus. #VictorsChange Portrait Photo
3/26/2014 3:00 PM "I give to scholarships because it changed my life. What do you give to?" Chloe Hurley #VictorsChange
3/26/2014 3:35PM The next 20 people who bring in their banks get gift certificates to the Cupcake Station. #VictorsChange
3/27/14 11:00 AM Help #VictorsChange another LSA student's life. Bring your banks to the Posting Wall from 1pm to 5pm. http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/27/14 1:00PM Next 10 people hand in their #VictorsChange bank get a free ticket to Les Miserables.
3/27/14 2:00 PM Donate to #VictorsChange for your chance to win a coffee date with the dean! Coffee Photo
3/27/14 3:00 PM Bring in your banks to the Posting Wall from 1pm to 5pm to be eligible for some awesome LSA experiences. #VictorsChange LSA Victors Bank 1 Photo

20. Meaningful Analytics
Frequency
Engagement“ruler tack" by Dann Wunderlich

21. Current Facebook Reporting
• Page Likes
• Posts
• Avg. Organic Reach
• Engagement (Comments, Likes, Shares)
• Eng. As % of Page Likes
• Eng. As % Avg. Organic Reach
• Best Post Type
• Best Post Categories
• Best Post Stats (Reach, Likes/Comments/Shares, Clicks)
• Best Post

22. Current Twitter Reporting
• Followers
• Tweets
• Potential Impressions
• Avg. Potential Impressions/Tweet
• Avg. Engagement/Tweet
• Avg. RT/Tweet
• Avg. Replies/Tweet
• Avg. Favorites/Tweet
• Avg. Mentions/Tweet
• Potential Impressions/Engagement
• Best Tweet Categories
• Best Tweet Stats (RT / Pot. Imp.)
• Best Tweet

23. #victorschange
Date Time Text Image
3/17/2014 8:00PM This Thursday attend the LSA #VictorsChange on the Diag from 10am to 2pm. http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/19/2014 3:00 PM Check out the Diag tomorrow from 10am until 2pm to see LSA #VictorsChange! http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/20/2014 10:00 AM Start the morning off right by coming to the Diag and getting a Block M cookie. #VictorsChage MBlock Cookies
3/20/2014 1:00 PM Will you help #VictorsChange the face of student giving? http://u-mich.me/IE9U5K LSA Victors Bank 2 Photo
3/24/2014 11:00 PM Every gift matters. #VictorsChange http://u-mich.me/IE9U5K LSA Victors Bank 3 Photo
3/24/2014 1:00 PM Want to learn how to bake delicious Zingerman's delicacies? Bring in your bank for a chance to win a Zingerman's baking class. #VictorsChange Zingerman's Photo
3/24/2014 2:00PM What's better than an Insomnia Cookie?! Next 20 people who bring in their banks get free cookies! #VictorsChange
3/25/2014 11:00 AM Did you know that any gift you make counts towards the Victors for Michigan campaign goal of $4 billion? #VictorsChange http://u-mich.me/IE9U5K
3/25/2014 1:00 PM Win dinner at your favorite Ann Arbor restaurant with your favorite professor by bringing in your banks today. #VictorsChange
3/25/2014 2:15PM The next 10 people who bring in their banks get Espresso Royale gift cards. Ready, Set, GIVE! #VictorsChange
3/25/2014 3:00 PM Next 10 people who bring in their banks win a tour of the Big House. #VictorsChange Big House Photo with #Victors Change
3/26/2014 11:00 AM Let's show the world that #VictorsChange. http://u-mich.me/IE9U5K Photo of World #VictorsChange
3/26/2014 1:00 PM
Would you like a memorable portrait of yourself at Angell Hall, on the Diag, or the Big House? Drop off your banks at the Posting Wall and get the chance to
win a portrait of yourself anywhere on campus. #VictorsChange Portrait Photo
3/26/2014 3:00 PM "I give to scholarships because it changed my life. What do you give to?" Chloe Hurley #VictorsChange
3/26/2014 3:35PM The next 20 people who bring in their banks get gift certificates to the Cupcake Station. #VictorsChange
3/27/14 11:00 AM Help #VictorsChange another LSA student's life. Bring your banks to the Posting Wall from 1pm to 5pm. http://u-mich.me/IE9U5K LSA Victors Decal Photo
3/27/14 1:00PM Next 10 people hand in their #VictorsChange bank get a free ticket to Les Miserables.
3/27/14 2:00 PM Donate to #VictorsChange for your chance to win a coffee date with the dean! Coffee Photo
3/27/14 3:00 PM Bring in your banks to the Posting Wall from 1pm to 5pm to be eligible for some awesome LSA experiences. #VictorsChange LSA Victors Bank 1 Photo

24. How to get noticed
1. Social Currency
2. Triggers
3. Emotional
4. Public
5. Practical Value
6. Stories
"Stairs" by Jessie Hodge

25. The HOW of Social Media Strategy
1. Plan Success
2. Share/Engage
3. Engage/Share
4. Measure
5. Rinse & Repeat
Stratego" by Andy Chase

26. How do I evaluate new social media?
• Does this new platform
• lend itself to promoting your goals?
• reach a new audience with your existing content?
• reach an existing audience with new content?
• Do I have enough time to participate
• in the truly social aspect of the platform
• developing/tweaking content for the platform

27. Current First-Year Students Were in
4th Grade When Facebook Started
• When we marvel over social media, it is as if we are marveling over
electricity or a wheel.
• Just over 92% use Facebook; 47% use Twitter.
• Other than Facebook and YouTube, there is no majority platform.
Students are scattered.

28. It’s OK to…
SENSELESS
SOCIAL MEDIA PURSUITS…

29. Exercise
0 20 40 60 80
Have something
Facebook
Twitter
YouTube
Blogs
LinkedIn
Flickr
Google+
Tumblr
Instagram
Vimeo
Pinterest

30. How do I evaluate new social media?
• Does this new platform
• lend itself to promoting your goals?
• reach a new audience with your existing content?
• reach an existing audience with new content?
• Do I have enough time to participate
• in the truly social aspect of the platform
• developing/tweaking content for the platform

31. People think focus means saying yes to
the thing you've got to focus on. But that's
not what it means at all. It means saying no
to the hundred other good ideas that there
are. You have to pick carefully. I'm actually
as proud of the things we haven't done as
the things I have done. Innovation is
saying no to 1,000 things.
- Steve Jobs, Apple Worldwide Developers' Conference, 1997
"NO" by Nathan Gibbs

32. What if…

33. Key Take-aways
• Taking strategic inventories – where do we want to go?
• Know your audience
• Leverage other units/College/University
• Being present/in the moment – trends
• LSADMC reeeeaaaalllllyyyy wants to collaborate
• Use it or lose it – maintenance, scheduled

34. Thank you!
Q&A
adamsmat@umich.edu
@mtthwjdms