An overview of my philosophy, social media skills, and a SWOT analysis I performed for a university.

1. AMY BARNES:
OVERVIEW
March 2013

2. • Who am I?
– What is my philosophy?
• How do I view Social Media?
– Where do my skills lie?
• What do I consider to be “good” social
media?
• What deliverables can you expect from
me?
• How do I measure success?
• What is my impression of XX's social
media efforts?
– What are some resources and
relationships XX should investigate?
Overview
2

3. WHO AM I?
WHAT IS MY
PHILOSOPHY?

4. My Mindset
*Source: “IDEO CEO Tim Brown: T-Shaped Stars: The Backbone of IDEO’s Collaborative Culture”, January 2010.
Soft Skills
• Curious, Thirst for Knowledge
• Human Centered
• Empathetic
• Collaborative & Team Oriented
• Mentor & Facilitator
• Conceptual Thinker, Visionary
Hard Skills
• Digital Background
• Strategy
• Planning
• Brand Building
• Global
My Background
• Writing & Editing
• Quality Assurance Testing
• User Experience Architecture
• Marketing Communications
• Campaigns
• Programs (e.g. Advocacy)
Broad generalist who is
creative, has lots of
empathy and tends to get
very enthusiastic about
other people’s work,*
with an interest in human
behavior, technology &
culture
4

5. My Philosophy
Source: Story, Louise, “The New Advertising Outlet: Your Life,” The New York Times, October 14, 2007.
“We’re not in the business of keeping the media
companies alive.
We’re in the business of connecting with Targets.”
-Trevor Edwards,
VP Global Brand Management, Nike
I’m interested in connecting with XX
alumni, students, fans, advocates and potential
students - on their terms - for the betterment and
benefit of the XX.
5

6. HOW DO I VIEW
SOCIAL MEDIA?
WHERE DO MY
SKILLS LIE?

7. Information on this slide represents my interpretation. Resemblance to specific thought leadership is coincidental.
Communications Today
Web 2.0
(‘Social
Web”)
Mobile
Devices
Cloud
Computing
Semantic
Language
U-M
Faceb
ook
Focus
Revie
w
Tiger
s
Sche
dule
“True
Blood
”
episo
de
YouTub
e
Cat
video
Target
Context
7
Hyper-Contextual
Targets will act as their
own entities, curating
their own digital
experiences and
stepping in and out of
others’ experiences.
Brands will produce
individualized,
modularized
experiences portable in
nature and based on the
user’s entire context, not
just interests (hyper
relevancy).
AKA lifestreaming.

8. Social Media: Only One Part
Social is the LONG CONVERSATION
amidst a total communications plan
Organization Need
Target Need Industry Driver
Channel
Channel
Channel
Channel
Channel
Channel
Channel
Adapted from Grey London’s “Long Idea.”
8

9. Elements of Social Media Management
Program
Strategy
Platform
Strategy
Content
Strategy
Advocacy,
WOM/Social WOM
(CRM)
Community
Management,
Relationship
Building,
Planning, Analysis
9
Content strategy,
planning, ideation
and
implementation

10. Elements of Strategy
Contextually
Relevant
Communications
Goals &
Objectives
Technology
Trends
Target
Insights
10

11. 3 Phases of Strategy
Strategy
Development
Ideation
Support
Planning
11

12. My Strategic Knowledge
Competitive Analyses, Research Reviews, Stakeholder Interviews
Segmentation & Personas
Channel (OLA, site, email, call center), Platform/Site (enterprise, mobile, social), &
Syndication Strategies
Branding, WOM, Gamification
Campaign/Cross-Channel Strategies
Human Behavior
(organizational development/behavior, social/cultural norms, behavioral psychology, behavioral economics, anthropology)
12

13. Trends
Analysis
Analysis &
Optimization
My Experience vs. Social Media Roles Program
Strategy
Community
Management
Content
Strategy
Social Media
Best Practices
Messaging
Strategy
Ideation
Goals &
Objectives
Global
Strategy
Content
Strategy
Listening –
Analysis
Content
Planning
Site
Implementation/
Publication Daily
Planning
Responsibility:
Director Community Manager
Voice & Tone
Guidelines
Social Media
Strategy
Community
Engagement
MyExperience
Program
Strategy
(i.e. Advocacy)
Decision
Journey
Mapping
Campaign
Strategy
Listening –
Implementation
& Reporting
Example
Included
Research
Design
13

14. WHAT DO I
CONSIDER TO BE
“GOOD” SOCIAL
MEDIA?

15. • Strategy
– “Provide value to cardmembers”
• Major efforts
– Small Business Saturday
• “…[Motivated] card holders to visit local
mom-and-pop shops. It put Facebook at the
center of the promotion, drawing in 1.2
million fans in just three weeks.”
– Sync
• “Lets cardmembers [sic] tie their cards with
Foursquare, Twitter and Facebook to
receive location-based deals and offers
directly to their Amex cards.”
– Sync Tweet-to-Buy
• A person who wants to buy a $25 American
Express Gift Card just tweets
#BuyAmexGiftCard25. Amex then tweets
the person back, asking the shopper to
confirm the purchase.”
Case Study: American Express
15
Source: http://www.digiday.com/brands/how-amex-got-social-religion/
Applicable Lessons
• Provide value to your
audiences
• Embed social into
existing
efforts/process
(adding value), not as
one-off
• Use platforms in a
way that is natural to
users

16. • The “Daily Twist” campaign
– Celebrated the 100th birthday of the iconic cookie
• The Challenge
– “Make this old cookie young”
• Strategy
– “Make Oreo relevant every day”
• Solution
– A social program with 100 days of content
– Facebook, Twitter, Pinterest, Oreo hub
– Fan engagement via discussion, involvement via
crowdsourced topic for the 100th day
• Results
– 280% increase in Facebook shares
– 515% increase in retweets
– ROI? Sales?
Case Study: Oreo
16
Source: http://vimeo.com/53117696
Applicable Lessons
• Real time marketing
• Production processes
that supported daily
content creation and
publishing cadence
• Cultural relevancy
• Brand aligned with
consumer value
propositions

17. WHAT
DELIVERABLES
CAN YOU EXPECT
FROM ME?

18. Thinking & Deliverables
• Program Strategy Development*
– SWOT Analysis
– (Student Decision Journey Mapping)
– Goals & Objectives
– U-M Social Target Analysis
• U-M Social Conversations
(listening)
• U-M Communities Profile
• Trends
– Competitive Analyses
• Messaging Strategies*
• Channel Planning*
– Targets, roles, best uses for properties
(e.g. Facebook vs. Tumblr)
• Publication Strategy
– High-level Planning*
– Daily Content Calendar*
• Culturally relevant (e.g. memes,
• Experience Maps (How it all works together)
• Social Campaigns
– Strategy & Plan
• Creative Strategy
– Ideation facilitation
– Social concept evaluation
• Research Planning
• Analysis & Optimization
• POVs
– Case Studies
– Best Practices
*Potential Deliverable
Processes and deliverables
will be tailored to XX’s
needs after a period of
evaluation.
18

19. Example Goals Mapping
Goal/
XX Mission
Target
Audience
Social
Channels & Tactics
Objective
(Measurable)
Measurement
Methodology
Arts & Creativity
Cost Cutting &
Budget
Diversity
Entrepreneurship
& Innovation
Global XX
Heritage
Sustainability
Organizational missions (goals) should
drive every strategy and plan.
19

20. HOW DO I
MEASURE
SUCCESS?

21. • Impact the Work, Impact the Organization
– Evidence of Improved Performance
– Evidence of Inspiration
– Evidence of ROI, Improved Spend/Cost Savings
• E.g. Increased Operating Dollars
• Thought Leadership
– Anticipate questions/needs before they arise
– Enhanced relationships throughout the organization
• Recognition of Excellence
– Sought out internally, by social media industry, and by other educational
institutions
Success Measures
21

22. WHAT IS MY
IMPRESSION OF
U-M’S SOCIAL
MEDIA EFFORTS?

23. • Social media consulting company
Sociagility recently ranked XX #4 at
using social media best, “…
determined by how each school
attracted attention to its social media
pages — based on site traffic,
followers, views and engagement — as
well as receptiveness to listening to
comments, interaction, network reach
and trust.”
1. XX
2. XX
3. XX
4. XX
• Given its already stellar use of social
media, where can XX go from here?
Preliminary SWOT Analysis
Strengths
• Strong branding
• Strong x-platform
interaction
• Owns spaces in unique
ways (e.g. #hailyeah)
• Enthusiastic interaction
and love of fans
Weaknesses
• Delineation between
some platforms could be
stronger
• Content sometimes
misses opportunity to
connect
• Lack of cultural
relevancy
• Lots of messages
Opportunities
• Value-oriented social
media programs
• Targeting to increase
engagement (reach)
• Applying learnings from
WOM marketing and
anthropology
Threats
• Competitive spends
• Sophisticated use of
technology
• Pace of digital change
will make technology
focused investments
less ideal
23Source: http://mashable.com/2012/03/30/universities-social-media-savvy/

24. • Central marketing department
– Creative, content managers, developers
• Distributed marketing departments
• School of Information
– HCI, UXA
• Department of Anthropology
– Research
• Digital Anthropology Group
• Development
• Admissions
• Other colleges & universities
• Social media organizations
Advantageous Resources & Relationships
24
Advanced partnerships would
be developed over time as a
part of a larger social media
program strategy.

25. Thank You