1. Campaign for World Stroke Day
Twitter
• The University promoted
World Stroke Day on Twitter,
LinkedIn and Facebook
• Twitter: All #worldstrokeday
tweets were retweeted by the
University to show our
support and get the attention
of influencers about our
tweet
• UON was the only University
that tweeted for
#worldstrokeday

2. RT: Key Individual Influencers

3. Facebook
We tagged popular stroke
Facebook pages so our post
appeared on their wall. A
number of them also shared
the post to their newsfeed
including World Stroke
Campaign

4. LinkedIn
We didn’t sponsor this
post but it still achieved a
high reach and
engagement

5. Top 60 CEOs on social media
There has been a significant increase in the number of Fortune 500 CEOs joining
LinkedIn Influencers program.

7. Writing core
content
Topics
Scanning
conversations
Finding pockets
of influence on
these topics and
following/connect
ing with them on
LinkedIn and
Twitter
Channels
LinkedIn
Connections
Twitter Followers
Content
Twitter
LinkedIn
Audience
Profiles
How to amplify your brand
Leverage a
multiple channel
approach

8. The University’s brand is
your brand

9. You’re leveraging your
LinkedIn network
Friends
Business Contacts
Past
colleagues
Alumni

10. University website
Facebook
LinkedIn
And managing a plethora of
online properties
University Blog
Twitter
Google +

11. With so much at play what is the
formula for success?

12. It starts with your
personal brand
Build your profile

13. Put your brand front and centre
Make yourself more easily found on LinkedIn search with a crisp, punchy
headline describing what you do and where you work
Keywords:

14. Tell your
brand story
Showcase the University
and your
career, highlighting
personal
and UoN accomplishments
or merits in the Summary
and
Experience sections. You
can use youtube videos,
images, slides.
TedX presentation? Staff
image? Research
reputation campaign
image? Conference
presentation?

15. Next up: your company brand
Establish the University‟s
Company Page

16. The University
has invested in
the Careers tab
on LinkedIn and
promotes the
research
reputation
campaign and
media content

17. Connect your Colleagues
Increase the University‟s pages‟ visibility on LinkedIn by
encouraging fellow employees to add their current position

18. Now you have a foundation
Time to build a following

19. First leverage your existing outlets
Tap into your brand networks

20. Connect your
online
properties
Give your brand more
opportunities to be found
by the right people – Link
the University LinkedIn
page to the website and
other social media
platforms
“Any time we have other forms of
communication
in other online properties we really
need to look to see
how we’re linking to LinkedIn”
- Mike Cox, Senior Strategic Planner,
Modea

21. Type your topics into this search
bar on LinkedIn
Find and Join
LinkedIn
Groups
“Do a search and find the groups
that are talking about the things
that matter to you and the
University. Join those groups and
contribute.”
– Gary Schirr, Social Media
Professor

22. Group Discussions
Key topics for Chris Levi

23. Contribute in
LinkedIn
Groups
Engage with active members in
target Groups to gain thought
leadership and build a
reputation for your personal
and University‟s brand

24. “
Be seen as somebody who’s a member and
who cares and provides good advice – the
benefits will accrue.
– Gary Schirr, Social Media Professor, Radford University
The primary benefit of us being on LinkedIn
is to show thought leadership and to provide
value to people in the space.
– Alex Shamy, Head of Growth Marketing, Heyo

26. Influencers
Choose which influencers you would like to follow; comment on
their content, like or share
Click on Interests under the top search bar
Click on Influencers
Click on All Channels
Find Higher Education

27. Influencer Channels
Choose which influencers you would like to follow (based on
your topics and agenda); comment on their content, like or share

31. Now that you‟re posting a
stream of quality content,
promote through the network

32. Leverage your Colleagues
Prompt coworkers to share updates through their personal
networks, and drive increased exposure and engagement

33. Core Content
• Establish a rough idea of the topics on your
radar that you would like to engage others
with on social media
• Regularly scan the online environment
(Twitter, Google, LinkedIn) for conversations
you can join and be part of the information
flow in social media.
• Discover what your brand‟s perspective is on
these topics
• Establish thought leadership on topics
associated with your area of expertise

34. LinkedIn Influencer
• LinkedIn measures your social media
engagement when evaluating your
potential „influencer status‟. They look at
your:
– LinkedIn presence
– Blog activity
– Followers from this blog and other forms of
social media e.g. twitter

35. Connect traffic to your
LinkedIn profile from the
research campaign

36. Research Stars
Digital PR plan
Paid
Advertising
Traffic
Social Media
FB, TW and LI
FB, TW, LinkedIn
• UON Channels
• Personal Channels
Altmetrics up
More visibility
More traffic
SEO
Core Content
•
•
•
•
•
Research
Campaign
Researcher stories
The Conversation
UON Newsroom
UON Blog
Publications and papers
More research grants
Strong UON brand

37. LinkedIn Connections
• Do they live in my
community?
• Do we belong to the same
group(s)?
• Are they connected to
someone I know?
• Do we or have we worked in
the same industry?
• Do we share common
hobbies, interests or
causes?
• Have they read or spread my
content?
• Have they included a
personal note with the
invitation?

38. Building an audience
The technical
know how

39. Tweet Tips
• Always use a URL shortener
• 140 characters but ideally under 100
so people can retweet
• # are used to affiliate a tweet with a
topic. Use # to try and promote a viral
following for a specific topic
• Engage followers and influencers by
including @mention in your tweets
that resonate with the influencer.
Tweet + link + @mention + #topic

40. Sharing content from the source
• Look for these icons circled
• Make sure you are logged in to Twitter
and LinkedIn on the device you are
using (PC or Mobile)
• The bird icon is Twitter
• The „IN‟ icon is LinkedIn
LinkedIn and Twitter share
icons
LinkedIn and Twitter
share icons

41. When you click
on the LinkedIn
icon there is
always an option
to share to Twitter
too.
You can post to
groups or
individuals on
LinkedIn
Twitter has no
targeting options
you can only
send to ALL
followers

42. LinkedIn and Twitter share
icons

43. Websites with no sharing icon (?)

44. First: Shorten the URL (login)

45. Second: visit your Twitter account
Third: click on the composition icon
Forth: paste the URL from Google Shortener: ‘Comment + URL + #topic’ (no tag chosen her
Fifth: click Tweet

46. Retweeting
When you follow a content source,
their content will appear in your
newsfeed. When you retweet you
are passing this content onto your
followers

47. Tweet Tips
• It is good to have a mix of tweets, replies and retweets (41-1 rule helps you do this)
– See example interactions and mentions in the twitter.com/Uni_Newcastle
• Create a contest which asks followers to contribute
– Popular Twitter chat examples - Blogging @MackCollier Sundays 9pm
#blogchat and Trending business topics @samfiorella Wednesday 8pm
• Learn who your influencers are and engage with them
(retweet or share their content). Reach out to top sharers
and perhaps be their guest blogger. The more you engage
with your top influencers, the more they will continue to
promote your content.

48. Messaging
• Make sure you are contributing to conversations?
• Build relationships, reciprocate
• Engage and be engaged
• Be part of the flow of information
• Don‟t be repetitive
• Know what your influencers are tweeting about and respond
accordingly
• Create VALUE, retweet material to be helpful to your
network, but write your own material too
• Tweets can be a mixture of educational and entertaining and
soft/hard promotion

49. Following Tips
•
•
•
•
•
Import your contact databases
Follow people your competitors are following
Follow those your followers are following
Search for experts in the field tweeting
Establish a set of subjects you might be tweeting about and key terms
used online
– Scan Twitter or Google to find out the key terms being used use these as
#topics
• Spend some time trying out different searches and # that are relevant.
When you find the people contributing most to the conversation, follow
them.
• Find people talking about the Uni, industry or subjects you are interested
in
• Try and follow back those following you
• Read the tweets of those following you and search for keywords relevant
to you

50. Followers
• Becoming someone‟s follower accomplishes four goals:
– You are identifying accounts that will be relevant and interesting
to you, the Uni and the sector
– You let people know you are on Twitter, and encourage them to
follow you back
– You associate yourself with a specific group of industry experts
and thought leaders, demonstrate your interest in the space
– You are getting to know influencers and they are getting to know
you
• Easier than starting a conversation at a cocktail party but remember the
relationship can be paper thin.
– Don‟t clutter your newsfeed if you don‟t like someone‟s content
unfollow them

51. Following on Twitter
Who do you want to start following? Create a list
• University newsrooms
• Media, journalists (domestic and international)
• Business leaders Rupert Murdoch, Bill Gates
• Ministers
• University Networks – here and overseas
• Associations
• LinkedIn influencers
• People in LinkedIn discussion groups

52. Twitter proviso
• Conjoint Professor in Neurology, John Hunter
Hospital and @uni_newcastle. #stroke, #XYZ,
#XYZ, #XYZ. All views are my own. Retweets
not necessarily endorsements.
• Wall paper from the researchers campaign can
be provided.