brand evolution through social: the scroll
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Brand Evolution Through Social: The Scroll
Tweet: #MCS5 #heweb13 & @jesskry
Jess Krywosa Director of Interactive Content Strategy
Hamilton College
hamilton.edu/thescroll
What are the elements of a great (institutional/brand) social media strategy?
Research
The Basics
The Basics
• What is “The Problem”?
The Basics
• What is “The Problem”? • Who is the audience?
The Basics
• What is “The Problem”? • Who is the audience? • Trying to communicate?
The Basics
• What is “The Problem”?
• Who is the audience?
• Trying to communicate?
• Success looks like?
Advanced
Advanced
• Current preferences?
Advanced
• Current preferences?
• Already communicate?
Advanced
• Current preferences?
• Already communicate?
• Call to action?
Advanced
• Current preferences?
• Already communicate?
• Call to action?
• Competition?
Advanced
• Current preferences?
• Already communicate?
• Call to action?
• Competition?
• New tools?
@Hamilton
@Hamilton
@Hamilton
@Hamilton
Buy In
Educate & Support
Educate & Support
• Teach strategy
Educate & Support
• Teach strategy
• Support their projects
Educate & Support
• Teach strategy
• Support their projects
• Top down/bottom up
Educate & Support
• Teach strategy
• Support their projects
• Top down/bottom up
• High tides lift all boats
@Hamilton
Ability to Implement
Staff/Culture
Staff/Culture
• Time commitments
Staff/Culture
• Time commitments
• Who has control?
Staff/Culture
• Time commitments
• Who has control?
• Technical issues
@Hamilton
Branding�(campaign)�Focused
Brand Support
Brand Support
• No one voice outshines
Brand Support
• No one voice outshines
• Watch the ‘one offs’
Brand Support
• No one voice outshines
• Watch the ‘one offs’
• Everything supports
Brand Support
• No one voice outshines
• Watch the ‘one offs’
• Everything supports
• Brand, business & outcomes
@Hamilton
@Hamilton
Authentic
Be Real
Be Real
• No gimmicks!
Be Real
• No gimmicks!
• Low barrier to entry
Be Real
• No gimmicks!
• Low barrier to entry
• The good & the bad
Be Real
• No gimmicks!
• Low barrier to entry
• The good & the bad
• Timeliness is crucial
@Hamilton
@Hamilton
@Hamilton
Integrated
All of The Things
All of The Things
• Easy to find/join
All of The Things
• Easy to find/join
• Meaningful uses
All of The Things
• Easy to find/join
• Meaningful uses
• Coord. conversations
All of The Things
• Easy to find/join
• Meaningful uses
• Coord. conversations
• Incorporate into other areas
@Hamilton
@Hamilton
Collaborative
Shared Creation
Shared Creation
• Audience ideas
Shared Creation
• Audience ideas
• Continued education
Shared Creation
• Audience ideas
• Continued education
• Policy vs. guidelines
•
@Hamilton
@Hamilton
Measured
Defined Goals
Defined Goals
• Vanity metrics
Defined Goals
• Vanity metrics
Defined Goals
• Vanity metrics
• Positive sentiment
Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
• Comm via social
Defined Goals
• Vanity metrics
• Positive sentiment
• Visibility
• Comm via social
• Completed goals
Q&A For More:
hamilton.edu/thescroll #GetScrolled
@jesskry