Social Media and PMU
Transcript of Social Media and PMU
![Page 1: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/1.jpg)
SOCIAL MEDIA & PMU
![Page 2: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/2.jpg)
Presentation Overview
Target Audience
Marketing
Current Activity/Accounts
Assessment, Tracking and Maintenance
Crisis Management (Online Reputation Management)
Future Short Term Goals
![Page 3: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/3.jpg)
TARGET AUDIENCE
![Page 4: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/4.jpg)
Demographic Information
• Students: Population of 39,637
• Faculty/Staff: 10,750
• Alumni (Total living): 434,817
• Community:
• Lafayette, IN: 67,140 (Census 2010)
• West Lafayette, IN: 29,596 (Census 2010)
Source: Purdue Data Digest; 2010 Government Census
![Page 5: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/5.jpg)
MARKETING
![Page 6: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/6.jpg)
Short Term Goals• Increase our online community following on Facebook,
Twitter and Foursquare• Implement and track effectiveness of new social media
tools/trendsHash Tags, QR Codes, Photo Contests, etc.
![Page 7: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/7.jpg)
Psychological Connection in Marketing
• “It [Psychology] can provide novel and exciting ways to reach consumers” -Psychology in Marketing, Anderson Analytics
• “It is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.” – Consumer Behavior: The Psychology of Marketing, Lars Perner Ph.D.
• Promotional vs. Informational
• “..word-of-mouth has a significant influence on purchase behavior.” -The Role of Marketing in Social Media: How Online Consumer Reviews Evolve, The Journal of Interactive Marketing, 2011
• “…social network sites can help students learn about their peers and college which, in turn, can create satisfaction and affiliation with the University.”-Serious social media: On the use of social media for improving students' adjustment to college, The Journal of Internet and
Higher Education
![Page 8: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/8.jpg)
Creating A Genuine Connection“Profile data from social networks consist of all the fields users grant permission for brands to use on their behalf. Most things that users track on social networks can be leveraged to create a closer relationship with a customer.”
-http://mashable.com/2011/06/30/psychographics-marketing/
Creating an emotional or psychological
connection to your audience, through the
use of demographic information can be a
positive practice.
![Page 9: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/9.jpg)
Promotional vs. Informational• “Ask any social marketing consultant what the number-one no-no is on
Facebook, and he’ll likely tell you it’s “broadcasting” you message instead of providing fans with relevant content and engaging on a continual basis.”
http://mashable.com/2011/04/02/5-facebook-marketing-mistakes-small-businesses-make/
• “People go to Facebook to make a connection or feel like part of a community.”
–Andy Smith, Author of “Effective and Powerful Ways to Use Social Media to Drive Social Change.”
Promotional Status Example: Today Pappy’s has great hamburgers on sale for $5.99
VS.Informational Status Example: Did you know that Pappy’s has a ton of great
hamburger options on their menu?
![Page 10: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/10.jpg)
Content Calendar 2012
![Page 11: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/11.jpg)
CURRENT ACTIVITY/ACCOUNTS
![Page 12: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/12.jpg)
Benchmarking
![Page 13: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/13.jpg)
• Updating status information two to three times daily.
• Facebook Ad campaign has generated over 95 clicks to the page.
65 65 6582 87 87 87 88 91103108114115116122125134
151158166177188203217
237251272285298309322329
345355363368371382385388399420422430439
0
50
100
150
200
250
300
350
400
450
500
Lifetime Total Likes
Lifetime Total Likes
![Page 14: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/14.jpg)
• Increased status updates from less than three a month to three to four updates daily.
335335335337339339340340342343343345 359388 402
430465
487
0
100
200
300
400
500
600
Followers
Followers
![Page 15: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/15.jpg)
• Geo-tagging Game
• Claimed by M & M
• Claimed restaurants downstairs
Have to US mail confirmations
![Page 16: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/16.jpg)
QR Codes
• What is a QR Code?
• Mobile/Tablet Sites are very important
Youtube, Facebook, Qualtrics
• Testing
![Page 17: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/17.jpg)
ASSESSMENT, TRACKING AND MAINTENANCE
![Page 18: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/18.jpg)
Scheduling• Fifty pre-scheduled
messages at a time are allowed
• Weekend scheduling
• Pulling analytics and reports
![Page 19: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/19.jpg)
Tracking: Facebook Insights
![Page 20: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/20.jpg)
Tracking: Twitter (Bit.ly)
• Twitter does not have tracking capabilities
• Tracking links posted on Twitter through Bit.ly
• Allows for creation of QR codes for advertising
![Page 21: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/21.jpg)
CRISIS MANAGEMENT (ONLINE REPUTATION MANAGEMENT)
![Page 22: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/22.jpg)
Why We should not ignore Comments
• A negative Social Media comment is forever.
• A negative blog can be found by any Google search of your company.
Blogs
![Page 23: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/23.jpg)
The Reach of Comments
![Page 24: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/24.jpg)
Comments
• Bad comments on Social Media are cumulative.
• Waiting to address bad publicity only makes a company look like they are hiding something.
“85% of U.S. adults say people are mostly kind online. Five percent of adults said people are mostly unkind and another 5% say it depends on the situation.” –U.S. Adults: Most People are Kind on Social Media [Study], Kate Freeman
![Page 25: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/25.jpg)
Commenting Policy
We love your comments, suggestions, and constructive criticism.
Our Facebook page is a place to discuss, collaborate, and inform our constituents about the services and events offered at the Purdue Memorial Union. Our goal is to provide a positive online community to interact with our fans. We appreciate your comments and suggestions, but we reserve the right to delete profane, harassing, abusive or spam comments, as the administrator deems fit.
![Page 26: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/26.jpg)
Short Term Plan: Immediate Response
• Immediate response
Address the user immediately and let them know we are working on their concern from their initial post.
o In addition to the wall post, send a direct message for contact information
Be prepared for them not to give their information
![Page 27: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/27.jpg)
Short term plan: continued
• Email Directors of departments for immediate response
Need to address within 24 hours or first thing Monday morning if on weekend.
Respond genuinely & be transparent.
o If possible, resolve on the wall where it is posted.
o It is acceptable to apologize if we genuinely made a mistake
People respond better to that, then no acknowledgement at all
![Page 28: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/28.jpg)
FUTURE SHORT TERM GOALS
![Page 29: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/29.jpg)
Short Term Goals
• Create specialized Social Media Marketing initiatives for the different departments
Different services require different Social Media tactics
• Assemble a group to produce an in-depth negative comment policy
• Promote our presence online within current promotions
![Page 30: Social Media and PMU](https://reader033.fdocuments.us/reader033/viewer/2022052413/559b7a121a28abd3248b466b/html5/thumbnails/30.jpg)
Short Term Goals
• Research and present possible Union wide Social Media Campaigns Major rewards, “Like to Win”, User generated content contests, etc.
• Investigate and stay in tune with current Social Media trends