linkedin lc plan
Embed Size (px)
TRANSCRIPT
P.O. Box 1980 State University, AR 72467
Phone: 870-972-2055 www.astate.edu
Leadership Center
ARKANSAS STATE UNIVERSITY
LEADERSHIP CENTER
Makaleigh Riddle, Katie Beth Hopkins, Kayla Priddy, Bailey Moses
Leadership Center Social Media Plan
2
Executive Summary………………………………………............3
Situational Analysis……………………………………………...4
Research and Results ……………………………………...... 5-‐‑11
Target Audience and Personas ……………………………….12
Communication Objectives …………………………………...12
Objectives, Creative Strategies, and Tactics …………….13-‐‑14
Implementation ……………………………………………. 15-‐‑19
Example Post ………………………………………………...16-‐‑19
Budget …………………………………………………………...21
Evaluation....……………………………………………………..22
Table of Contents
Leadership Center Social Media Plan
3
Summary
Staff
Mission
The Leadership Center facilitates a wide array of campus involvement opportunities such as Student Government Association, Student
Activities Board, Volunteer A-‐‑State, Greek Life and various Student Organizations. Each week, a diverse range of exciting events is held for
MARTHA SPACK Director of Leadership Center
[email protected] Phone: 870-972-2056 Adding Building & Room
Office: Reng Student Union, 2067 Fax: 870-972-3017
To offer programs and services that foster leadership development through community service while encouraging the creation of lasting
connections and the recognition of accomplishments.
NATALIE ESKEW Assistant Dean of Students New Student Registration &
Student Activities Board [email protected]
Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067
ELIZABETH ROUSE Reng Student Union Events Coordinator
e[email protected] Phone: 870-972-2056 Adding Building & Room
Office: Reng Student Union, 2067
Leadership Center Social Media Plan
4
Situational Analysis:
SARAH PONDER Administrative Assistant [email protected]
Phone: 870-972-2056 Adding Building & Room
Office: Reng Student Union, 2067
ALEXIS HURDLE Assistant Dean of Students
Greek Life [email protected]
Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067
KATEY PROVENCE Coordinator of Student Services
WolfTracks Yearbook & Volunteer A-State [email protected]
Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067
MATT STALLINGS
Fiscal Support Specialist [email protected]
Phone: 870-972-2055 Adding Building & Room Office: Reng Student Union, 2067
Strengthens: - Posting regularly - Lots of events for students to be
apart of Opportunities:
- Freshman and Junior Students
Weaknesses: - More than one person in control of
accounts - One main account, but separate
account for each organization causes confusion
Threats: - Student’s busy newsfeed
Leadership Center Social Media Plan
5
Primary Research Interview with Leadership Center’s Director, Martha Spack:
Do you have a specific timeline or consistent plan?
! We need a Timeline and consistent plan for implementing all branches of the Leadership Center
! What we have no specific plan and are just going on a day-‐‑to-‐‑day basis
How many people are in charge of your social media accounts?
How many branches are there? ! Student Activities Board, Student Government Association, Volunteer A-‐‑State, Student Success Center, Leadership Center, and Volunteer A-‐‑State have their own person in charge of the account, but the Leadership Center has a two Social Media Mangers with the passwords to every account as well.
Leadership Center Social Media Plan
6
Survey This survey was conducted through face-‐‑to-‐‑face contact. Each member of our group sat in front of the Student Union and Humanities Building asking every other
person at random that passed by us.
Total people surveyed: 57 Random A-‐‑State Students
What does the leadership center do? 32-‐‑ they have all of the groups on campus, right?
10-‐‑ I really don'ʹt know what they do 15-‐‑ we have a leadership center?
Leadership Center Social Media Plan
7
Survey Have you ever been involved within the leadership center?
19-‐‑ yes, sorority 9-‐‑ SAB, volunteer, etc.
29-‐‑ No
Leadership Center Social Media Plan
8
Survey
How do you usually find out about events on campus? 32-‐‑ Instagram (friends/A-‐‑State)
6-‐‑ Astate'ʹs Daily email 17-‐‑ friends tell me 2-‐‑ never responded
Leadership Center Social Media Plan
9
Secondary Research
⇒ Facebook was analyzed through Facebook Insights.
⇒ Twitter was viewed through Hootsuite.
⇒ Instagram was analyzed through “Iconosquare”
Leadership Center Social Media Plan
10
Twitter: Hootsuite
Through analyzing twitter, we noticed that many questions were asked through our twitter newsfeed if there were questions about an event. Twitter does not have the
biggest following or interaction compared to Facebook or Instagram.
Leadership Center Social Media Plan
11
Facebook: Insights Facebook Insights showed that most interaction is done on this social media page (commenting, liking, sharing) that helps spread the word about an event. Workers and volunteers in the office did most sharing and interacting instead of the general
public.
Leadership Center Social Media Plan
12
Instagram: Iconosquare
According to Instagram and our survey, most students follow and receive information
on the Leadership Centers Instagram account.
Followers: 680 Following: 250 Photos: 561 Comments Received: 168
Leadership Center Social Media Plan
13
Target Personas:
" Logan is a 21-‐‑year-‐‑old senior who is looking for a way to get involved and add leadership credentials to his resume. Staying busy is a hobby and wouldn’t have it any other way. He loves to network and finds himself spending more time on twitter.
" Scarlett is a 19-‐‑year-‐‑old freshman overwhelmed by the possibilities that are available on campus. She doesn’t know where to begin, but is a people person that is not set on a career, but knows she wants to be involved and make connections with fellow peers.
Objectives:
" Increase involvement in each Leadership Organization Event (SAB, SGA, Volunteer A-‐‑State, Greek Life) by 15% by April 30, 2015.
" Increase knowledge (followers) of all social media sites (Facebook, Twitter, Instagram, Snapchat) by 10% by April 30, 2015.
Leadership Center Social Media Plan
14
Objectives:
Objectives #1 Increase involvement in each Leadership Organization Event (SAB, SGA, Volunteer A-‐‑State, Greek Life) by 15 percent by April 30, 2015. Strategies:
-‐‑ Increase knowledge on social media through Facebook, Instagram, and Twitter
-‐‑ Use social media contests and giveaways to reach other students
Tactics: Twitter
-‐‑ Have students campaign to have our page reach 3,000 follower to pie elected professors and faculty in the face
Facebook -‐‑ Create event and use survey feature for student input on next event
Instagram -‐‑ “Donate a Photo” using the hash-‐‑tag #makingahowlofadifference and
#AstateLC while tagging the leadership center in the picture (best photo is featured on our student spotlight
Leadership Center Social Media Plan
15
Objectives: Objectives #2 Increase knowledge (followers) of all social media sites (Facebook, Twitter, Instagram, Snapchat) by ten percent by April 30, 2015. Strategies -‐‑ Follow and comment on student posts throughout each week -‐‑ Implement rewards (giveaways, prizes, etc.) for students who follow and get involved with the Leadership Center on social media
Tactics: Twitter -‐‑ Contest: must RT (Retweet) to enter a contest for prize/drawing of the week Facebook -‐‑ Like Page and Tag friend in post to be entered in a gift card for campus food service such as Starbucks or Chick-‐‑Fila Instagram -‐‑ Follow and Tag 3 Friends to be featured on “Student Spotlight”
Leadership Center Social Media Plan
16
Implementation Timeline This is a timeline implementation plan for the A-‐‑State Leadership Center to follow in order to
increase student knowledge and involvement on social media
MONTH
PLAN OF ACTION
January
Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Promote hashtag #AstateLC to broaden knowledge and involvement Post all weekly events on campus involving Leadership Center Groups Inform students twice weekly of upcoming dates for registration or enrollment
February
Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram
Follow a minimum of five influential students/groups/employees on campus each week
Promote hashtag #AstateLC to broaden student knowledge and involvement
Inform students twice weekly of upcoming test and drop dates
March
Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Post weekly information about campus organizations spring break trips/involvement Post weekly pictures of student involvement on campus to promote followers and “likes” Promote hashtag #AstateLC to broaden student knowledge and involvement
Leadership Center Social Media Plan
17
April
Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Post information regarding final exam and drop dates Post weekly photos highlighting special events or student achievements on campus Promote hashtag #AstateLC to broaden student knowledge and involvement
May
Implement bi-weekly social media campaigns to influence students to follow us on Facebook, Twitter, and Instagram Promote hashtag #AstateLC to broaden student knowledge and involvement Follow a minimum of five influential students/groups/employees on campus each week Post information about campus visits/events for new or incoming students to see and follow
Leadership Center Social Media Plan
18
Example Post for Facebook
Leadership Center Social Media Plan
19
Example Post for Twitter
Leadership Center Social Media Plan
20
Example Post for Instagram
Leadership Center Social Media Plan
21
Budgeted Cost and Time:
Time:
Create and Schedule weekly: 2 Hours Comment/Reply to post daily: 1 Hour Set up Hootsuite Account: 1 Hour
Total Hours Spent Managing: 4 Hours
Monetary:
Hootsuite Certification: $9.99
Hootsuite Services: $21.00
Total Monthly Cost: $30.99
Leadership Center Social Media Plan
22
Objective #1 Increase involvement in each Leadership Organization Event (SAB, SGA, Volunteer A-‐‑State, Greek Life) by 15% by April 30, 2015. Evaluation To keep track of our social media followers each week, hoping to reach our goal of 3,000 followers to increase the views and students involvement throughout the Leadership Center. Objection #2 Increase knowledge (followers) of all social media sites (Facebook, Twitter, Instagram, Snapchat) by 10% by April 30, 2015. Evaluation Helping keep track of our media usage through Hootsuite and Facebook Insights. Overlooking the amount of followers and ‘likes’ on all social media sites. Tracking the views of each page for the most popularity evaluation.
Evaluation