1. 8 steps to a social media strategy
@jordanjmcdowell
Marketing and social media
@DanSpicer
EMEA community

2. Social media and students’ unions
MarComms
Website
Social media
Print PR
Events

3. Social media and students’ unions
Commercial HR
Senior management
Finance
MarComms
Website
Social media
Print PR
Events
Research

4. Social media and students’ unions
Marketing
Finance HR
Events
Commercial
Research

5. Step 1
Situational analysis and buy-in

6. Your objectives for social media
Situational analysis
Your objectives for social media

7. Buy-in Engage the teams in your union. What could you use social for?
What other comms mechanics do you use?
What risks might there be?

8. Step 2
Community map

9. Community map Times of engagement Types of content engaged with
Nuances between platforms
Interests and passions
Age profile
Advocates and influencers

10. Community map

11. Step 3
Relationship build

12. Social lead in Commercial
Relationship build
You
Social lead in Commercial
Social lead in HR
Social lead in events
Marketing team

13. Relationship build Your checklist Train them on the basics
Discuss their specific needs of social
Train them on your Social Relationship Management Tool(s) (SRM)
Introduce them to your union’s social media policy, if you don’t have one, write one together!
Establish ground rules and basic expectations

14. Step 4
Social content

15. Content curation Content distribution Social content Social media
Social media leads
Content curation
Social media
Content distribution
When
Where
How

16. Social content Your checklist
Does this content reflect that which my social followers currently engage with?
Does this content reflect the objectives my Union has for social media?
Does this content pose a risk to either of the above? If so, how have we reduced that risk?
Does this content reflect the best way in which I can communicate this message, with the above in mind?

17. Step 5
Self audit

18. Self audit Social moves fast, so you need to be on your toes!
Am I getting what I need from social?
Are these social platforms working for me?
Is there something new that adds something to what we’re doing on social?

19. Step 6
Protection

20. Protection “Too many cooks spoil the broth!”
Lock social down to a singular SRM
Set parameters and limitations where appropriate
Practise for disaster, conduct “what if” scenarios

21. Step 7
Reduce risk

22. Reduce risk.
Social is a shared responsibility in our Union, with all teams pitching in to contribute to our social voice, achieving their own objectives from the medium.
Responsibility for the strategic direction of social rests with team X, as the overall lead on social media within our Union.
Experimentation, new networks etc. are explored by team X.

23. Step 8
Demonstrate ROI

24. (Gain from Investment – Cost of Investment)
Demonstrate ROI
Overall ROI
Individual team KPIs
(Gain from Investment – Cost of Investment)
Cost of Investment
Sentiment analysis
Engagement rates
Reach (Organic / Paid for)
Service response rates
Conversion rates
Keyword tracking
Follower acquisition
Campaign KPIs
HR saved £X by recruiting on social as opposed to via Recruitment Agency
Research were able to obtain samples without having to use the database
Events were able to target their pre-event advertising to people with interests associated with this event and achieved better conversion

25. A full circle social strategy
Demonstrate ROI
Translate the power of social into language senior leaders can understand, through analytics
Continue to achieve buy-in and gain insights from around the Union on how social is working for them
A full circle social strategy

26. 8 steps to a social media strategy
Situ analysis & buy-in
Community
map
Relationship
build
Social content
Self audit
Protection
Reduce risk
Demonstrate ROI

27. @jordanjmcdowell