We have taken 10 Facebook pages of Canadian institutions, tracked their average posts per day, their users’ interactions, categorized the posts and then put a mesure of effectiveness on each of them. We all have to post those news releases that have zero interactions, but what can we do outside of those to boost our effectiveness? Having a baseline knowledge of Facebook’s edge ranking will start you off on the right foot for this presentation. We explore the differences in ROI from uploading pictures, to videos, to photos or links – what will be the most effective way in which you can foster a link between your Likers, Friends and Followers. From guiding creation of user generated content to building your content capacity, you will leave this presentation with a strong sense of next steps. Among other things, JP Rains is the resident social media person at Laurentian University. Last year, JP presented Risk Management on Facebook at the #pseweb conference. You can find him on Twitter and Facebook. Patrick Smoke also contributed to this presentation.

1. King Content: A Social Media audit @JPLaurentian 1

2. @JPLaurentian The Facebook guy at Laurentian University Last year presented “Risk Management in Social Media” Education: Business of Sports Marketing, MBA student Consultant in higher ed, politics and sport #pseweb 2 @jplaurentian #pseweb

3. 3 What is Content?

4. What is Content? 4 Awesome. @jplaurentian #pseweb

5. Why is it important? Mental Brand Inventory Pre-existing relationship with brand Past connections dictate future connections @tsandsaid more than just thanks, he instagram-ed it. 5 @jplaurentian #pseweb

6. Why is it important? Twitter Lists Klout score FacebookEdgeRank and EdgeRank checker #pseweb: “You may have 10K likers, but only 2K impressions.” 6 @jplaurentian #pseweb

7. Stop. Collaborate and Listen Vanilla Ice 7 @jplaurentian #pseweb

8. What content is important? Listening on Twitter Search for your keyword (and interact with them!) Follow the experts ei: @UnMarketing Build lists! of your students (keep them private) of your institutional channels of your media outlets 8 @jplaurentian #pseweb

9. What content is important? Listening on Facebook Follow many other : institution pages social brands social media news students 9 @jplaurentian #pseweb

10. Find out what your competition is doing, and do it better. - Mad Men Rains Media 10

11. Facebook Analysis Selected 10 schools SFU, Queen’s, Dalhousie, Western, UofA, UBC, Acadia, Brock, Humber, Georgian Tracked Facebook Posts in last 30 days Media Type (Link, Status, Photos, Photo Album, Videos) Interactions (Likes and Comments) Total Fans Time of post 11 @jplaurentian #pseweb

12. Measured Metrics 12 @jplaurentian #pseweb

13. Analysis of Results 13 @jplaurentian #pseweb

14. Weaknesses Doesn’t take into account clicks EI: Media Consumption May not weigh like to comment ratio properly Existing relationship with followers isn’t measurable Little is known about the EdgeRankalogorithm and the effect of multiple posts 14 @jplaurentian #pseweb

15. Results Most Effective page for interactions Queen’s University Followed by a tight race between: Dalhousie, SFU, UofA Most effective post Most interactions Humber College with 669 over 38 posts and 13,546 likes Most comments: 200, 2nd place 56 Largely from Picture Contest (37) and Study Question (62) 15 @jplaurentian #pseweb

16. Results – Interactions per post 16 Rains Media

17. Content on Facebook Status Most simple and most effective, when done right “Good luck on exams” 4 posts for 145 Likes and 10 comments Links Included in 55% of all posts. But only 25% of Queen’s and Humber posts. Photos 6 posts included photos received 63 likes 3 photo album posts received 109 likes and 13 comments In addition to all of the media consumption 3 times more engaging than the average post 17 @jplaurentian #pseweb

18. Content on Facebook Videos Very high clickthrough rates when original 243 interactions over 15 posts 2 times more engaging than the average post The Average Post Had 7.7 interactions Was sent to 7,392 likers (0.1% Feedback) 3% included photos 5% included videos #pseweb: Don’t you wish fb pages had a birthday? 18 @jplaurentian #pseweb

19. Density of Posting Times 19 @jplaurentian #pseweb

20. Using the right tools From the crowd source toolbox. 20 @jplaurentian #pseweb

21. The crowd source toolbox Facebook Analytics Demographic data Form content strategy (and initiatives) from demographics 21 @jplaurentian #pseweb

22. The crowd source toolbox Online Media monitoring www.icerocket.com via @Markgr 22 @jplaurentian #pseweb

23. The crowd source toolbox Human capital Leverage students, for free if needed York University Maximizing student potential, fishing where the fish are Laurentian University blogs Leverage existing sponsorships 23 @jplaurentian #pseweb

24. The crowd source toolbox Photo Upload Contest Results from contest Authentic and Incentivized 24 @jplaurentian #pseweb

25. The crowd source toolbox Creating a content calendar Map out posts per week ratio for each channel Allow flexibility with posts that are not time sensitive Create text for updates ahead of time 25 Rains Media

26. Likers are Goldilocks They are unique and they should be treated that way 26 @jplaurentian #pseweb

27. Recap - What is Content? 27 Awesome. @jplaurentian #pseweb

28. Timely - memes 28 @jplaurentian #pseweb

29. Authentic 29 @jplaurentian #pseweb

30. Closing thoughts Increasingly ruthless in what we post Mobile users will dominate social media altogether Likers will become Goldilocks 2.0 Measuring social media ROI 30 Rains Media

31. Contact me! http://twitter.com/jplaurentian http://ca.linkedin.com/in/jprains http://facebook.com/jplaurentian jp@jprains.com 31 Rains Media