CCPRO Step Up Your Social Media Game Presentation | San Diego, California | April 23, 2015

1. Stepping Up Your Social
Media Game
#CCPRO2015 @ICanAfrdCollege
California Community Colleges

2. Welcome
Lindsay Pangburn
I Can Afford College
Toby Phillips
Social@Ogilvy
#CCPRO2015

3. Activity
1. Download or Open
Twitter/ Instagram
2. Create A Piece of Content
(Photo or Video)
3. Upload and Tag
#CCPRO2015

4. First Things First
• Should you be on social media?
• What do you want to get from
social media?
• Do you know the rules of your
organization?
• Once you're live, who is going to
run your profiles each day?
SET GOALS & ACQUIRE
RESOURCES
#CCPRO2015

5. Picking Platforms
• Still Largest Platform
• Effective Driver of
Website Traffic
• Advanced Targeting
Capabilities
• Seen as "home base"
for the social web
• Increasingly optimized
for video content
• Great measurement
offerings
• News of the Day
• Growing Audience
• Growing Targeting
Abilities
• Live stream
(Periscope), video,
and images now
optimized
• Measurement
• Great for Strong
Images
• Fast Growing
Audience
• Video capabilities
expanding
• Limited Website
Integration (at this
point)
#CCPRO2015

6. Execution
PLAN
CONTENT CALENDARS
CREATE
• TEXT w/CALLS TO ACTION
• WEBSITE LINKS - DRIVE TO
RESOURCES
• IMAGES (PHOTOS,
ILLUSTRATIONS,
INFOGRAPHICS)
• VIDEO
• SLIDES
SCHEDULE &
PUBLISH
• FIND COMFORTABLE CADENCE
• FACEBOOK NATIVE TOOLS
• HOOTSUITE
• TWEETDECK
• BUFFER
• SUBSCRIPTION TOOLS:
• SPRINKLR
• PERCOLATE
• SPREDFAST
MANAGE
COMMUNITIES
BE A HUMAN
• DEVELOP GOVERNANCE &
RESPONSE PROTOCOL
• 2-WAY CONVERSATIONS
• ANSWER QUESTIONS
• OFFER MORE RESOURCES OR
INSIGHTS
• ENFORCE COMMUNITY RULES
#CCPRO2015

7. Execution #CCPRO2015
MANAGE
COMMUNITIES
• DEVELOP GOVERNANCE & RESPONSE
PROTOCOL
• 2-WAY CONVERSATIONS
• ANSWER QUESTIONS
• OFFER MORE RESOURCES OR
INSIGHTS
• ENFORCE COMMUNITY RULES
BE A HUMAN

8. Best Practices
FACEBOOK
Bold Image, URL
• BE HELPFUL
• BE VISUAL
• BE TIMELY
• BE BRIEF Timely, Helpful News
with Direct Link
Short Copy, Direct Link
Useful Graphic, Direct Link,
Helpful Response to Questions

9. Best Practices
TWITTER
• BE HELPFUL​
• BE VISUAL​
• BE TIMELY​
• BE BRIEF
• LISTEN
Card with Image & Learn More Button
Image and direct Link
Image and direct Link, Distributed
during State of the Union Address
Monitor Trends & Join Conversations

10. Best Practices
INSTAGRAM
• BE VISUAL
• BE TIMELY
• JOIN CONVERSATIONS
Campus Life, Creative Image
Campus Resource, Simple Image
Regram of User Generated Content

11. Best Practices
GUIDING TENENTS:
• CREATE COMPELLING,
TARGETED CONTENT
• BE VISUAL, EXPLORE VIDEO
• KEEP IT BITE-SIZED
• BUILD TEMPLATES
• TEST AND LEARN
#CCPRO2015

12. Optimization
MEASUREMENT
• MEASURE AGAINST YOUR GOALS FOR SOCIAL MEDIA (E.G.
TRAFFIC TO WEBSITE OR AWARENESS)
• DEVELOP KEY PERFORMANCE INDICATORS (KPIs)
• FORM SIGN UPS ON THE WEBSITE
• CONTEST ENTRIES
• REQUESTS FOR MORE INFORMATION
• SHARE OF VOICE
• TRACK AND OPTIMIZE USING DIAGNOSTIC INDICATORS
• FOLLOWERS
• LIKES
• SHARES
• CLICKS
• COMMENTS
• FAVORITES

13. Optimization
MEASUREMENT TOOLS
FACEBOOK INSIGHTS
TWITTER ANALYTICS (analytics.twitter.com)
• Other Services: Bit.ly, Simply
Measured, Totems, Sum All, Radian6,
Netbase

14. Paid Integration
PAID SOCIAL MEDIA
I Can Afford College
Performance to-date
October ‘14 April ‘15
Amount
Spent
Facebook 4,510 12,000 $6,000
Twitter 1,500 3,510 $6,000
• Facebook:
• Follower Ads ($.58 / like)
• Boosted Posts ($.16 - $1.00 / engagement)
• Twitter:
• Promoted Account ($1.83 / follower)
• Promoted Tweets ($.25 - $1.00 / engagement)
• Payment: Self-Serve typically handled
through credit cards. Reps at
Twitter/Facebook can assist with invoice
accounts​

15. Paid Integration
FACEBOOK PAID MEDIA
• Like Ads
• Show up in newsfeeds
• Test several images and
headlines to see which
performs best
• Boosted Posts
• Takes post from your page
and shows it to your
followers / friends of your
followers / or another target
audience of your choice

16. Paid Integration
TWITTER PAID MEDIA
• Promoted Tweet:
• Posted at start
of State of the
Union address
• 800+
engagements to
date
• Website Card
• Drives to website
• Pay per website
click

17. Questions?
#CCPROSocial @ICanAfrdCollege
California Community Colleges