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Strategy at the Core of Social Success Chris Barrows - July 24th, 2015 Social Media Strategies Summit - Higher Education
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Transcript of Smss boston2015 chris_barrows
Strategy at the Core of Social Success
Chris Barrows - July 24th, 2015 Social Media Strategies Summit - Higher Education
Chris Barrows (@CBarrows)Photo Credit: Sy Aybudu
Who Am I?
Digital Communications Group
Photo Credit: Flickr User - DSkley
nyu.edu/digicomm
The NYU Social Team
Photo Credit: Flickr User - DSkley
nyu.edu/socialmedia
NYU Schools
Photo Credit: Flickr User - Klingon65
15 Schools, Colleges and Divisions
19,401 Undergraduate Students
18,990 Graduate and Professional Students
470,000 Alumni
Global Sites | Study Away Locations
Graphic Credit: Flickr User - Klingon65
The Strategy First System
Strategy = Recipe for Success
Photo Credit: Flickr User - Cubina
Defining Strategy“A plan of action to achieve a MAJOR or OVERALL AIM”
Photo Credit: Flickr User - falequin *photo has been altered
Social Strategy at NYU
NYU Social Strategy Overview - 2014/2015
We don’t have all of space and time…Photo Credit: Flickr User - Rooners
A strong strategy
Photo Credit: Flickr User - Cubina
TIME takessaves
The 4 Steps to Strategy First
1. Define Your Purpose
2. Establish Goals
3. Create An Action Plan
4. Evaluate and Evolve
Define your Purpose
Photo Credit: Flickr User - epsos
We work in a crowded space…
Photo Credits: Flickr User - 83794824@N07
Purpose makes us
unique
Drives Strategy
and Defines Values
and ultimately…
Purpose also helps us define our Voice
Photo Credits: Flickr User - D_T_Black
?ask Yourself!• What is the purpose of my organization? What do we value?
• How can our strategy support the organization at large?
Establish goals
Photo Credit: Flickr User - RachelPasche
Goals Help Us Reach Out Destination
Photo Credit: Flickr User - Keylosa
- Align goals with your organization Purpose and Values
- Ensure goals are MEASURABLE
- Be Realistic
- Set A Timeline
Goal Setting 101
Align Your Goals & Values
Align Your Goals & Values
allow you to define SUCCESS or FAILURE
Measurable Goals
NYU Instagram Strategies - 2013/2014 and 2014/2015
Example: Measurable Goals
and it’s ok to fail!
Be RealisticThings to Think About
» How much time can we dedicate to this strategy?
» How many team members will be involved?
» What kind of budget are we working with?
» Do we have the leadership’s support?
» Start and end date
» Check-in points
TimeLine Requirements
Set A Timeline
NYU Instagram Launch Strategies
Set A Timeline
?ask Yourself!
•What would we like to accomplish?
•How will we measure these potential accomplishments?
Create an Action plan
Strategy Turns Ideas Into ActionPhoto Credit: Flickr User - Keylosa
Flickr User: Curtis PerryPhoto Credit: Flickr User - Curtis Perry
Your Action Plan IS Your Roadmap
» Be specific
» Assign roles to actions
» Provide/build support documentation
Photo Credit: Flickr User - Adam Clarke
Keys to Building an Action Plan
NYU Facebook Strategy - 2013/2014Photo Credit: Flickr User - Adam Clarke
Keys to Building an Action Plan
Keys to Building an Action Plan
» Search #NYU and respond to at least five twitter users per day
» Use Instagram video feature to introduce #NYUMoment video campaign
Be Specific - Examples
Photo Credit: Flickr User - Adam Clarke
Photo Credit: Flickr User - Peter J Lambert
Assign Roles
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
NYU Social Media Style Guide - 2014/2015
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
University Identity - Style Guide
1. Visit nyu.edu/socialmedia
To view resources mentioned:
2. Click “Training and Support”
Photo Credit: Flickr User - Peter J Lambert
Provide Support Documentation
» Social Response Guide »includes Crisis Response
» Contact Lists
Other Resources
?ask Yourself!
• Are these actions realistic within your team’s workflow?
• What actions can you take to work towards your goals?
Evaluate and Evolve
Photo Credit: Flickr User - Nancy
Use Analytics to Measure Success
Photo Credit: Flickr User - 19347622@NOO
Utilize A/B Testing
» What worked?» What didn’t work?
Photo Credit: DMVFollowers
Conducting Your Evaluation
Photo Credit: Flickr User - Nicmcphee
Revise Actions (Accordingly)
Example: Foursquare at NYU
Photo Credit: Flickr User - Nicmcphee
Example: Foursquare at NYU
» Prior to new “Swarm” app, NYU had over 15k “check-ins” per month
»Saw an 80%+ decline in “check-ins”» Determined less focus on Foursquare was needed.
What happened?
Photo Credit: Flickr User - Dharder9475
Document Social Campaigns
Documenting CampaignsThings To Highlight
» What worked? What didn’t?
» Comparisons (if possible) to previous campaigns
» Success or failure of defined goals
» Additional links and resources
#CongratagradNYU Campaign
?ask Yourself!• What changes did you have to make throughout your plan? (if any) and did they help?
• Did you meet your goals at the end of your defined period.
