Social media strategy for student newspapers- David Shipley

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Powerpoint Presentation delivered by David Shipley, Senior Enterprise Web Strategist at the University of New Brunswick at the Atlantic Regional Canadian University Press Conference at Mount Allison University October 22, 2011. Document post here with permission.

Tecnologia Notícias e política

Building your social
media strategy
Or - How to win friends and inﬂuence people

What we’re going to
talk about

• Strategy
• Tactics
• Metrics

About me
• Former editor of the
Baron

• Former provincial and
business reporter for
the Telegraph-Journal

• Web Strategist for the
University of New
Brunswick

• Used to drive armoured
vehicles. Seriously.

What does a web
content strategist do?
• Connects audiences with the information
they are most interested in
• Engages audiences using a variety of
platforms - web, social networks, e-mail to
create, maintain or strengthen relationships

UNB.ca
• Most important communications platform
for the university for reaching prospective
students, alumni, donors and the general
public
• More than 100,000 monthly visitors
• Site down from 200,000 pages to
approximately 50,000

@UNB
• More than 3,200 Facebook fans (without
spending a single dime!)
• More than 2,000 Twitter followers
• Nearly 50,000 video views on YouTube
(most in the last year alone)
• Still ﬁguring out how to leverage Flickr
more...

What is a strategy?

• It is a plan of action to achieve a speciﬁc
goal

What are some
potential goals?
• Boost readership
• Engage audiences for longer
• Find stories
• Find volunteers
• Promote great stories to the wider public
• Generate revenue

Tactics

• Actions that lead to the execution of your
strategy

Metrics

• Ways to measure how successful your
tactics are and whether you’ve achieved the
goals of your strategy

Some ideas
Tactic Goal Metric(s)

Increased print
Facebook Fan
pick-up, increased
Page / Twitter Boost readership
pageviews on
Feed Posts
website
Use videos, Flickr
slideshows, Engage audiences Longer time on
Document more site
Sharing tools

More ideas
Tactic Goal Metric(s)

Use free tools to
More ideas at
monitoring social Find stories
story meetings
media

Use web trafﬁc
Longer time on
monitoring to Engage audiences
site, more
determine which more
pageviews
stories resonate

Even more ideas!
Tactic Goal Metric(s)

Celebrate Recruit four or
Increase
successes, ﬁve new
volunteers
network volunteers

Sponsored live
tweeting of Generate Additional funds
sporting events, revenue received
ads in videos

Do’s
• Set up Facebook Fan Pages, Twitter
accounts, Flickr,YouTube/Vimeo
• Embed streams from social media into your
sites
• Use contests and giveaways to increase fan
base and engagement (and generate
revenue!)
• Experiment, experiment, experiment!

D’ohs
• Let accounts lapse, stagnate
• Just post links to your social media site and
don’t do anything else with them on your
site
• Go overboard with sponsorships or ads
• Get into arguments with PR folks

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Social media strategy for student newspapers- David Shipley

1. Building your social media strategy Or - How to win friends and inﬂuence people

2. What we’re going to talk about • Strategy • Tactics • Metrics

3. About me • Former editor of the Baron • Former provincial and business reporter for the Telegraph-Journal • Web Strategist for the University of New Brunswick • Used to drive armoured vehicles. Seriously.

5. What does a web content strategist do? • Connects audiences with the information they are most interested in • Engages audiences using a variety of platforms - web, social networks, e-mail to create, maintain or strengthen relationships

6. UNB.ca • Most important communications platform for the university for reaching prospective students, alumni, donors and the general public • More than 100,000 monthly visitors • Site down from 200,000 pages to approximately 50,000

7. @UNB • More than 3,200 Facebook fans (without spending a single dime!) • More than 2,000 Twitter followers • Nearly 50,000 video views on YouTube (most in the last year alone) • Still ﬁguring out how to leverage Flickr more...

8. Technology last

9. What is a strategy? • It is a plan of action to achieve a speciﬁc goal

10. What are some potential goals? • Boost readership • Engage audiences for longer • Find stories • Find volunteers • Promote great stories to the wider public • Generate revenue

11. Tactics • Actions that lead to the execution of your strategy

12. Metrics • Ways to measure how successful your tactics are and whether you’ve achieved the goals of your strategy

13. Some ideas Tactic Goal Metric(s) Increased print Facebook Fan pick-up, increased Page / Twitter Boost readership pageviews on Feed Posts website Use videos, Flickr slideshows, Engage audiences Longer time on Document more site Sharing tools

14. More ideas Tactic Goal Metric(s) Use free tools to More ideas at monitoring social Find stories story meetings media Use web trafﬁc Longer time on monitoring to Engage audiences site, more determine which more pageviews stories resonate

15. Even more ideas! Tactic Goal Metric(s) Celebrate Recruit four or Increase successes, ﬁve new volunteers network volunteers Sponsored live tweeting of Generate Additional funds sporting events, revenue received ads in videos

16. Do’s • Set up Facebook Fan Pages, Twitter accounts, Flickr,YouTube/Vimeo • Embed streams from social media into your sites • Use contests and giveaways to increase fan base and engagement (and generate revenue!) • Experiment, experiment, experiment!

17. D’ohs • Let accounts lapse, stagnate • Just post links to your social media site and don’t do anything else with them on your site • Go overboard with sponsorships or ads • Get into arguments with PR folks

18.

19. Examples

20.

21.

22.

23.

24. Discussion

Social media strategy for student newspapers- David Shipley

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