Strategy at the Core of Social Success (SMSS - Higher Education)

Strategy at the CORE of Social Success

Chris Barrows - July 23rd, 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

The NYU Social Team

Photo Credit: Flickr User - DSkley

The STRATEGY FIRST System

Where’s my strategy?DUDE

Photo Credit: eastsidepatch.com

http://eastsidepatch.com

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?

• What’s our social voice? What do we sound like?

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

Strategic Goal Setting

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

https://creativecommons.org/licenses/by/2.0/

» 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



» 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


Provide Support Documentation

NYU Social Media Style Guide - 2014/2015



University Identity - Style Guide



Alumni Content Matrix



University Identity - Style Guide

1. Visit nyu.edu/socialmedia

To view resources mentioned:

2. Click “Training and Support”

http://nyu.edu/socialmedia



» Social Response Guide »includes Crisis Response

» Contact Lists

» One-pagers (help guides)

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 - 19347622@NOO

Utilize A/B Testing

» What worked?» What didn’t work?

Photo Credit: DMVFollowers

Conducting Your Evaluation

Photo Credit: Flickr User - Nancy

Use Analytics to Measure Success

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.

Twitter: @CBarrows

Photo Credit: Sy Aybudu

Thank You!

Email: [email protected]

Strategy at the Core of Social Success (SMSS - Higher Education)

Social Media

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