The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Nirsa Region VI Presentation - Social Media + Gen Y
1. How to use Social Media toHow to use Social Media to
Engage Generation YEngage Generation Y
Amy GolladayAmy Golladay
Assistant Director of Marketing & Business DevelopmentAssistant Director of Marketing & Business Development
Department of Recreational SportsDepartment of Recreational Sports
UC BerkeleyUC Berkeley
18. Get Started!
Amy GolladayAmy Golladay
Assistant Director of Marketing & Business DevelopmentAssistant Director of Marketing & Business Development
Department of Recreational Sports - UC BerkeleyDepartment of Recreational Sports - UC Berkeley
amygolladay@berkeley.eduamygolladay@berkeley.edu
Notas del editor
How many of you have an account on Facebook, Twitter or some sort of Social Media application?
Ok, so many of you are familiar with a form of Social Media then.
Social Media allows us to connect and engage with others online through various websites and applications.
It Includes sites such as Facebook, Twitter, YouTube and many more
It also allows for the instantaneous dissemination of news, images, video and other multi-media content
Now why should we be using Social Media? I want to play a clip from Socialnomics.net that tells a story of the impact that Social Media has had on our society and how it has changed the way we communicate.
http://www.youtube.com/watch?v=sIFYPQjYhv8
Source: Erik Qualman, Socialnomics.net
So I think that illustrates the level of impact Social Media has had thus far and shows us the importance of integrating it as one of our fundamental tools in communicating with our participants.
We definitely have to recognize that Social Media is now part of the mainstream
It is no longer the Non-Traditional marketing, it is the New Norm. It is now a form of traditional marketing
So the challenge that we face here is that there are a HUGE number of options in terms of Social Media
How many people have ever felt overwhelmed by the endless possibilities with Social Media?
The great thing is there is a TON of information out there to help you get started, the challenge is there is a TON of information out there….
With Social Media being an ever changing area, you have to teach yourself a little at a time
It’s okay to experiment with different strategies
Use Best practices and relevant data from online to create your social media presence and monitor as you go
Here are some key principles to help you get started in creating or improving your social media presence
Because there are so many different types of social media sites and applications out there, do a little research and find out where your students are “hanging out”
Do a random poll – where are they spending their time online
Undoubtedly, Facebook is a big majority but there are many other sites that are starting to integrate
Obviously Twitter and YouTube
But also others like - FourSquare, Pandora, Flickr, Tumblr
Know where your audience is and go there. Try to create a presence in these spaces
Relevance is KEY
So be sure to build out your page completely and with RELEVANT data for your audience
Use photos, videos
Link your other Social Media channels such as Twitter and YouTube
This creates credibility
Creating your presence will allows you to start the conversation
Social Media is about EXCHANGE and ENGAGEMENT
By establishing a presence you can open the door for this engagement with your audience and provide a platform for a conversation
Once established put content out there that elicits a an exchange of information, ask for participation and responses to your posts
Ex: Trivia Contests
Provide prizes and rewards for engaging online. Post your favorite campus fitness class, etc.
How many people go to Facebook and Twitter daily?
Well, it is time to start. In order to create a following you need to respond to comments from your participants and keep the conversation going
The key to a successful social media presence is daily monitoring and showing your credibility by being in the space
Make your social media channels integrated
If you have a social media presence make it known on every page of your site
Gen Y expects there to be a Facebook site so make the link accessible and show that you have multiple channels for engagement
Recruit your students to be your admins on Facebook and start by inviting their friends
Use sweepstakes or contests
As I mentioned earlier, it is so important to be flexible and to keep learning
Social Media changes on a daily basis, Facebook is constantly coming out with new features and adjusting their platform to adapt their product to the needs of their audience
Keep reading and discover new ways of connecting and engaging
If something doesn’t work, then try something else
The great thing is there are a lot of tools out there that can help you manage your presence online and many of them are Free or very affordable
Tweetdeck is a top social media dashboard that allows you to manage multiple accounts in one place
Wildfire Interactive, as mentioned allows you to run promotions, sweepstakes and contests and helps you build your following and collect customer data if necessary
Wildfire Interactive1. Simplify Participation
*Wildfire enables you many options to easily create Sweepstakes, Contests, Trivia. Its easy to get carried away with so many options, remember to keep the Promotions simple and user friendly.
2. Design to Build a Following
Our VIP Sweepstakes offered over $2,000 in prizes to 3 winners, but part of our registration process was to become a fan. With this strategy over appprox. 80% (597 fans) of our increase in fans also entered the VIP Sweepstakes.
3. Gain Valuable Information
Wildfire enables you to collect information about your fans you otherwise would not be able to get. Ask the most important demographic questions to learn more about your fans want. Easily export data to an Excel Spreadsheet and gain analytics about your promotion.
4. Integrate Sponsors
Check out a White Label Campaign to incorporate Sponsors' brands into the Campaign. These are the creme de la creme of Wildfire promotions, while more expensive you'll get your money's worth. If its your first time experimenting with a Wildfire Campaign I recommend trying a basic campaign. However, you can create a White Label Campaign and make use of the Wildfire Staff's expert knowledge.
5. Encourage Fans to Spread the Word
The power of Social Media is easily spreading information from one group to another. Design your Promotion to be remarkable and easily transferred from one persons network to another to another and make it spread like a 'wildfire'.
Caltopia Facebook Campaign
Caltopia TV
The Caltopia campaign was a great success, we built a following of approx. 1,000 followers in about 3 weeks for this one event and had about 500 participants register for our Caltopia VIP promotion through Wildfire Interactive.
At this time, I would like to bring up our Social Media Intern Matt Gillooly, a Senior at Cal and our “Social Media Guru” to talk about his top takeaways from Facebook and the campaign.
Top 5 Facebook Page Features
1. Create a Default Landing Tab with Static FBML – Add customized text, YouTube videos, links with modified HTML code etc.
Standard among the Best Facebook pages use this to showcase your top Wildfire Promotion, Special offers, etc.
2. Promotions with Wildfire Campaign – Sweepstakes, Quizzers, on their Specialized Facebook App etc.
3. Use Multimedia – Create a Viral Video Short, Humorous YouTube style videos (e.g. Jay Leno’s “Jaywalking” Interviews or other short videos)
4. Design Promotions to Optimize Viral Sharing
Make “Sharing the Posting” part of the Entry Procedure for each Contest
EX: Make Sharing a Contest Link part of entering a Contest
5. Create Dialogue and Reward Fan Engagement
Post Statuses that Encourage Debate and Comment on them
Giveaway prizes to the Most Active Fans .
EX: Tuesday Trivia were posted at Randomly throughout Tuesdays
Post Trivia Randomly on a designated day.
Allows more time to connect with your Fans
PLAYgreen Festival
Trivia
Promotion of the PLAYgreen Festival – Zero Paper
Utilizing Student Groups to share with their members and friends- PLAYgreen Festival was promoted solely through viral marketing by asking participating groups to invite their members and using our other online channels.
So to conclude, always remember to:
Know Your Audience
Create your Presence
Start a Conversation
Be Responsive
Build your Following
Be Flexible
Thank you!