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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

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Page 1: LinkedIn LC Plan

 

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  

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Leadership  Center  Social  Media  Plan  

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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  

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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

[email protected] Phone: 870-972-2056 Adding Building & Room

Office: Reng Student Union, 2067

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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        

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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.    

   

               

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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?  

                                     

 

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Survey Have  you  ever  been  involved  within  the  leadership  center?  

19-­‐‑  yes,  sorority  9-­‐‑  SAB,  volunteer,  etc.  

29-­‐‑  No                                            

   

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 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  

 

                         

 

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Secondary  Research    

⇒ Facebook was analyzed through Facebook Insights.

⇒ Twitter was viewed through Hootsuite.

⇒ Instagram was analyzed through “Iconosquare”

   

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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.    

                                   

 

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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.                                

               

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 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      

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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.  

 

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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

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          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”    

   

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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

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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

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Example Post for Facebook

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Example Post for Twitter  

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Example Post for Instagram

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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

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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