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Social Media Marketing Plan

Contact Us:info@keosmarketing.com 1.877.536-7552 (877.KEOS.LLC)

Part 1: Introduction

ƒPurpose and Goals

ƒMaterials and Resources

ƒMethodology

ƒStats about the Internet

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Purpose of the Social Media Marketing Plan

Starting with comparison research of peer schools, the social media marketing plan will provide insight into the trends of competitor schools. Following this research, the plan will provide action items for executing a myriad of social media marketing approaches. The plan will also provide tips for best practices in social media marketing and provide design guidelines for good brand integration.

Goals for the Social Media Marketing Plan

Every social media marketing tactic we implement must focus on engaging the audience.

The more the user engages and interacts with Metro, the more the Metro brand spreads and becomes viral. The plan will focus on admissions recruitment; marketing and building awareness for the Metro brand; and building positive public relations for the Metro brand.

Purpose and Goals

Research and materials compiled in July 2009

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Materials to Guide The Execution of the Plan

ƒSocial Media Marketing Plan PowerPoint

ƒSocial Media Marketing Peer Competitor Comparison Matrix

ƒSocial Media Marketing US News Best Schools Comparison Matrix

ƒSample Media Calendar with Implementation Time

ƒTen Important Design Guidelines and Integration Recommendations

ƒTen Important Best Practices in Social Media Marketing

ƒSuggested Keywords for Search Engine Optimization of Micro Blogs

Materials from Keos Marketing Group

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Methodology of the Social Media Marketing Plan

Keos Marketing Group began with a comparison matrix of the social media marketing practices of twenty-five peer competitor schools of Metropolitan State College of Denver.

In addition, Keos Marketing Group reviewed the practices of four of the best colleges in the United States (Harvard, Stanford, Emory, and Notre Dame).

This matrix shows that many schools are making a good effort to implement social media marketing tactics with few being successful at every tactic and even fewer being successful at complete integration and engagement.

Methodology: Research

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Methodology of the Social Media Marketing Plan

Keos Marketing Group continued with creating a plan for each social media marketing tactic. The plan includes tactics for Facebook, Twitter, MySpace, LinkedIn, and

Video/Photos on YouTube or Flickr.

Along with the plan Keos Marketing Group compiled social media marketing best

practice recommendations and design guideline suggestions to assist in execution and management of the plan.

Methodology: The Plan

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Top 20 Websites

Community driven websites remain at the forefront of the top twenty websites visited.

Stats about the Internet

Source: HitWise.com; week ending 7/25/09.

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Top 20 Search Terms

Top search terms show that community driven websites have the most search clicks. Thus, people are looking for social media websites such as

Facebook, MySpace, CraigsList, and YouTube.

Stats about the Internet

Source: HitWise.com; week ending 7/25/09.

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Top 20 Social Media Websites

Facebook, MySpace, YouTube, and Twitter consistently stay in the top five ranking for total visits.

Stats about the Internet

Source: HitWise.com; week ending 7/25/09.

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Top Online Member Communities

Online community usage continues to grow. Visits have increased exponentially year-to- year. In addition, total minutes spent on social media websites has increased 83 percent each year.

Stats about the Internet

Source: Nielsen NetRatings and News Releases, 2009.

http://en-us.nielsen.com/main/news/news_releases/2009/june/time_on_facebook http://en-us.nielsen.com/main/product_families/nielsen_netratings/netratings_newsletters

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Social Media Marketing Plan

Contact Us:info@keosmarketing.com 1.877.536-7552 (877.KEOS.LLC)

Part 2: Research

ƒThe Matrix Components

ƒHighlights from Metro Peer Competitors Research

ƒHighlights from the Best Schools Research

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The Comparison Matrix Components

For each peer competitor of Metro, Keos Marketing Group researched social media tactics from the use of Facebook to YouTube. We reviewed each school and took note of their level of engagement through updates.

The matrix includes these components for comparison:

Links on Website Twitter Other1

Facebook Friend Twitter Updates Other2

Facebook Fan MySpace Other3

Facebook Group YouTube Notes

Alumni Facebook Flickr

Facebook Updates LinkedIn

Peer Competitors Research

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Highlights of Peer Competitors’ Social Media Practices

Refer to Handouts

Peer Competitors Research

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Highlights of US News Best Schools Social Media Practices

Refer to Handouts

Peer Competitors Research

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Social Media Marketing Plan

Contact Us:info@keosmarketing.com 1.877.536-7552 (877.KEOS.LLC)

Part 3: The Plan

ƒThe Plan for Facebook

ƒThe Plan for Twitter

ƒThe Plan for MySpace

ƒThe Plan for LinkedIn

ƒThe Plan for Photos and Videos

ƒThe Plan for Other Websites

ƒThe Plan Take Aways

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Metropolitan State College and Facebook

ƒFan Page for Alumni and Current Students (potential alumni)

ƒ Connections application for alumni and pre-professionals

ƒGroup Discussion Page

ƒ Group discussion page for current students and prospective students to interact

ƒIntegration & Branding

ƒ Utilize the term “official” and “alumni association” with branded school logo

ƒ Connect with the current pages and groups for integration

ƒ Include university endorsed pages as links on the “official” fan page

The Plan for Facebook

Connections Application: California State University-Fresno, and James Madison University

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Metropolitan State College and Twitter

ƒMetro State College of Denver News on Twitter

ƒ Connect with News Media

ƒ Post news on the faculty, the staff, and the campus.

ƒ Post Metro Magazine headlines and Class notes headlines

ƒMetro State College of Denver “Personality” on Twitter (Mascot or Student)

ƒ Connect with current students

ƒ Post news on campus events and the campus social scene

ƒIntegration & Branding

ƒ Link headlines to full articles and press releases. Post on Digg and Delicious

ƒ Utilize the term “official” and “alumni association” with branded school logo

The Plan for Twitter

Twitter with Daily Updates: Morehead State University

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Metropolitan State College and MySpace

ƒCreate a “Personality” on MySpace (the same personality as Twitter)

ƒ Connect with current students

ƒ Post news on campus events and the social scene

ƒ Post information on athletics*

ƒ Create a Metro State play list and encourage music sharing (i.e. campus bands)

ƒIntegration & Branding

ƒ Utilize the term “official” and “alumni association” with branded logo

ƒ Link back to Facebook pages and post full articles from Twitter posts on the blog

*Another option is to create a separate page for athletics. The athletics department can manage it in conjunction with the athletics department Facebook page.

The Plan for MySpace

MySpace Pages: Appalachian State University, University of Alabama-Birmingham

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Metropolitan State College and LinkedIn

ƒMetropolitan State College General Group

ƒ Connect with staff, students, and alumni

ƒ Post campus news, events, and press releases

ƒMetropolitan State College Alumni Group

ƒ Connect with alumni

ƒ Post information and engage alumni with College and Faculty updates

ƒMetropolitan State College Professional Network Group

ƒ Connect with professionals and pre-professionals

ƒ Create sub-groups from this group targeting specific industries

ƒ Encourage alumni to engage with the pre-professional students

ƒ Post Career forums and updates

The Plan for LinkedIn

Good Integration with the current Metro LinkedIn Groups!

How can we best connect with the unofficial groups?

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Metropolitan State College and LinkedIn

ƒIntegration & Branding

ƒ In updates, post headlines and include links to articles, news, and press releases

ƒ Utilize the term “official” and “alumni association” with branded logo

ƒ Encourage community engagement on other websites such as Facebook, MySpace, and Twitter

ƒ Post group topics once a month to encourage engagement

ƒ Host online career forums, meetings, and open houses to encourage engagement

The Plan for LinkedIn cont

Good Integration with the current Metro LinkedIn Groups!

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Metropolitan State College and Flickr Photos & YouTube Videos

ƒThrough the Metro Flickr user account post current photos of:

ƒ Departments, Programs, Classrooms (show students and faculty)

ƒ Campus events

ƒ Campus shows

ƒ Special campus events from the past

Remember that Facebook and MySpace can also be used for photo sharing

ƒThrough the Metro YouTube channel post a recruitment video

ƒ Post a fun, creative, and interesting recruitment video

ƒ Create an interview campaign contest with students posting interviews

ƒ “My Metro State” photo and video contest

The Plan for Photos & Video

Video Campaign: Appalachian State University “Millions of Students, Thousands of interviews, Hundreds of Schools, One of a Kind.”

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The Good, The Bad, The Many Among Recruitment Videos

The Good…

http://www.youtube.com/user/MetroStateCollege#play/uploads/ComeJoinMetroState The Bad…

http://www.youtube.com/watch?v=sOPA9fED5NU

The Many…

http://www.youtube.com/results?search_query=college+recruitment+video&search_type=&

aq=0&oq=college+recruitment+

http://www.youtube.com/results?search_query=university+recruitment+video&search_type

=&aq=f

A successful post is fun, modern, informative, engaging, and elicits comments.

YouTube Recruitment Video Examples

The Good…Metro URL should be the leader. The above is fictitious, for now.

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Other Social Media Websites to Consider

ƒDigg

ƒDelicious

ƒiTunes University

ƒBlogger

ƒYOUniversityTV

ƒStudentReviews

ƒAroundTheCampus

ƒTagged

The Plan for Other Websites

Social Media Interaction Image from http://www.Emory.edu

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Remember!

1. If Metro is not represented on a website, change this. You want to guide your brand representation on each website.

2. Remember updates are “real time” so make sure you post with care and caution, remembering to use spell and grammar check.

3. Quality of interactions is better than quantity. Engaged audiences who are sharing your information (evangelizing for your brand) are the most important.

4. Instruct your users how to engage with you and the rest of your community.

5. Post interesting content, ask questions, be engaging, seek to be viral.

6. Connect and link all of your accounts together as much as possible. For example, If you post a video on YouTube post the link on Facebook, MySpace, and Twitter.

NO Interaction = NO Interest

The Plan Take Aways

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Social Media Marketing Plan

Contact Us:info@keosmarketing.com 1.877.536-7552 (877.KEOS.LLC)

Part 4: Implementation

ƒDesign and Integration Guidelines

ƒMedia Calendar

ƒImplementing the Media Calendar

ƒBeing Viral with Keywords

ƒBest Practices in Social Media

ƒEngaging with the Media

ƒKick Off Campaign

ƒMeasuring Success Discussion

ƒMaterials to Guide the Execution of the Plan

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Ten Important Design & Integration Guidelines

Refer to Handouts

Design and Integration Guidelines

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Media Calendar Contents

The media calendar should include the text, image, or video updates for all social media websites and include the timing for the updates. Each post should inform and encourage interaction and engagement. The table shows an ideal engagement timetable.

Marketing Plan Media Calendar

TBD User Account

User Channel Page on

website Page on

website Page on

website Page on

website URL

Metro names Mr. Bob as the new Director of…

Photos of the student film festival opening!

New students tell us how they like their first week!

High honors given to Professor…

Welcome to the new Fall Semester- Find…

High honors given to Professor…

Welcome to the new Fall Semester- Find…

Post Text (keywords for search)

TBD Monthly,

Quarterly Monthly,

Quarterly Weekly

Updates, Monthly Activity Daily Updates,

Weekly Posts (blog, profile) Alumni: Weekly

Students: Daily Daily Updates,

Weekly Posts Date

Other Flickr

YouTube LinkedIn

MySpace Twitter

Facebook Social Media

Use this timetable as a guide. Some websites can be more or less frequent. If you have information to share then commence at any time. Remember the goal is to ENGAGE.

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Staff and/or Student Time Needed to Implement the Media Calendar

Implementing the media calendar will take internal/external time and costs. The information below shows ideally how much time it will take to maintain the updates outlined in the

media calendar. The time table below implies high activity and engagement.

Implementing the Media Calendar

1 hour/day (adding blog posts, news, and press releases) 45 minutes/post

15 minutes/post (1 video) 1 hour/day

(implies copy editing) 1 hour/day

(implies copy editing and blog posts)

30 minutes/day 1 hour/day

(implies copy editing) Staff and/or

Student Time to Update

30 minutes/day 30 minutes/day

Post photos of events 30 minutes/day

1 hour/day 1 hour/day

Post photos of events 30 minutes/day

1 hour/day Post photos of events Staff Time to

Respond and Interact

TBD Monthly,

Quarterly Monthly,

Quarterly Weekly

Updates, Monthly Activity Daily Updates,

Weekly Posts (blog, profile) Alumni: Weekly

Students: Daily Daily Updates,

Weekly Posts Date

Other Flickr

YouTube LinkedIn

MySpace Twitter

Facebook Social Media

The time implies that the media calendar is complete and the updates are basic copy input and copy edit.

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Keyword Usage in Social Media for Micro Blogging

Keywords are the gateway to any search engine indexing. Every text post should include relevant and searched keywords, and every image or video should include relevant and searched keywords in a text description.

15 (broad) suggested keywords to use for Metropolitan State College:

College application Auraria campus

Downtown Denver (i.e. College in Downtown Denver) University in Colorado (and/or CO)

Denver college Colleges in Denver

Urban university Finding a college

Colleges in Colorado (and/or CO) Hispanic colleges

Colorado campus Urban colleges

College in Colorado (and/or CO) Latino colleges

College diversity (diverse colleges)

Being Viral with Keywords

Always use keywords/phrases that include your college name. Here is a list of similar keywords with a high search volume and high competition: Metro State College, Metropolitan State College, Denver Metropolitan College, Metro Denver, Metropolitan Denver

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Ten Important Best Practices in Social Media Marketing

Refer to Handouts

Best Practices in Social Media

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Engaging with the Media through Social Media Marketing

1. Choose media constituents as friends, followers, and fans.

2. Post ANY Metro media news in Twitter feeds.

3. Post ANY Metro media news as discussion topics on Facebook.

4. Be intriguing enough to lead your audience to longer articles.

5. Create online events that engage your alumni and media contacts.

6. Include images and photography in micro blogs when possible.

7. Connect informally and formally – be personal and deliver valuable information.

8. When targeting an article for the media, send a direct message to the media contact (i.e. @media).

9. Communicate with the media frequently to be noticed.

Engaging with the Media

Newspapers and Social Media Marketing:http://mashable.com/2009/03/11/newspaper-industry/

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Getting Started with a Kick Off Campaign

1. Let’s start with a Kick Off Campaign for “official sites” and offer an incentive.

Welcome to the official page for Metropolitan State College of Denver (Metro)! We are trying to reach 1,000 people in 4 weeks (Colorado, Denver, or anywhere) and we need your help! Tell all of your friends and networks about your experience with our page. And, if we show up in your tweets, on your wall, or new friends come to us from you we will enter you in a drawing for $X.

2. Let’s start with a video contest that showcases the campus and gets students engaged. “My Metro State” photo and video contest with incentive.

Kick Off Campaign

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Measuring Success Discussion: How will we measure success?

ƒNumber of website visits

ƒNumber of friends/fans/users on social media profiles

ƒParticipation in open houses and recruitment events

ƒIncreased engagement and interaction on social media profiles

ƒTelephone inquiries directly from social media tactics

ƒUnsolicited awareness from social media tactics

ƒIncreased enrollment numbers

Quality is better than quantity!

Measuring Success

WOMMA (Word of Mouth Marketing Association) Metrics Best Practice Guidebook

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Materials to Guide The Execution of the Plan

ƒSocial Media Marketing Peer Competitor Comparison Matrix

ƒSocial Media Marketing US News Best Schools Comparison Matrix

ƒTen Important Design Guidelines and Integration Recommendations

ƒTen Important Best Practices in Social Media Marketing

ƒSuggested Keywords for Search Engine Optimization of Micro Blogs

ƒNext Steps for Implementing the Plan

Materials from Keos Marketing Group

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Contact Us

info@keosmarketing.com

1.877.536.7552 (877.KEOS.LLC)

To access this presentation online click on the link below.

http://www.keosmarketing.com/docs/MSCD-SocialMediaMarketingPlan.pdf

Contact Information for Questions

References

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