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Office of International Education

MATTEO RICCI GLOBAL SCHOLAR Social Media Playbook 2016


Gain the skills you need to succeed in a collaborative professional environment with the Matteo Ricci Global Scholar Program.

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Introduction We believe good content without strategy is like a car with no gas. It looks good, but it’s not going anywhere. This playbook will provide you with both content and a strategy as well as tools and maps to help you craft your message in the style of Marquette University. The strategy provided will give an overview of what media performs the best, when your audience is most responsive as well as social media best practices. This playbook can and should be used beyond the content provided to ensure the long term success of your content. Together everything provided here will give you the tools needed to stand out in the crowded social media environment.

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Marquette’s Facebook To develop our strategy, we analyzed data from Marquette University’s Twiter and Facebook accounts. We are using Marquette’s data to build our strategy off of because you can assume that most Marquette Global followers also follow the Marquette University Account. We used Tableau, a data visualization software, to measure the number of engagements (likes) a post recieved based on the type of post it was (photo, status, video, link, etc.) over the past three years. Below are the results. As you can see to the right, Marquette mainly posts links and photos on Facebook. This is done because including a link or photo will increase the engagement that you recieve with your posts. Videos also recieve large engagement, but because they are much more expensive to produce, they are shared less often.

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Now we are looking at when our content was posted and how many likes it recieved from our audience. Some of this information is exactly what you might expect. For example, posts in the morning, do not perform well, this is to be expected as college students are not looking at content in the early morning. You can see some of the most popular times to post are early afternoon or midday. The time block on mid-day, Wednesday is when we see people interacting with our content the most as well as early evening on Mondays and Saturdays.

With this graph in mind, we would reccommend posting your richest content (photos, links, videos) during your peak times (mid-day, midweek). Avoid posting your best content during early afternoon or early morning.

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Some of your content can be saved for the weekend as college students are probably procrastinating their homework and surfing social media.


Marquette’s Twitter We also used Tableau to analyze Marquette’s Twitter data. We looked at on average, how many time Marquette was posting based on the day of the week. The size of the mark is based on how many people saw the tweet (appeared in their newsfeed) and the color (darker is more) is based on how many people engaged with the tweet (clicked on it, liked, retweeted, replied) What we find is Marquette is posting more during the middle of the week and less on the weekends. Further, the mid-week tweets are reaching more people and generating more engagements. It is hard to create enough content to post three times a day, much less six. So we reccommend posing your richest content during mid week. This is where it will reach the most people and generate the most engagements.

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Developing Our Voice What we say and how we say it are key components to Marquette’s Brand. As a Marquette department, it is important that our messages carry the same tone so whenever we talk to our audiences, we always sound like us. Message and Voice Our voice is influenced by our personality - the traits that reflect who Marquette and the Office of international Edcation are. The following words should provide a guide for how we sound.

ACUMEN

HUMANITY

Hardworking and ambitious

Community-oriented and socially aware

Our talented, discerning and intellectual side Honed, principled and energetic from day one

Smart

Thoughtful, inquisitive, discerning

For the common benefit of the human community

Creative

Caring and faith-filled

Innovative, imaginative and resourceful

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Our thoughtful, social and giving side

Engaged with the real world and committed to the greater good

Fun

Proud and spirited

These words, used by Marquette, also define our Matteo Ricci Scholars. Our program is aimed at creating globally socially aware, caring, ambitious, innovative students who are ready for a global business environment.


Developing Our Message The message map on the next page is Marquette’s message map. It acts as a foundation for our story. When we tell our Marquette story, use this map to as a tool to deliver the most authentic and compelling content. Attributes The top half of the map represents our attributes or in other words, what we offer. These messages support what we deliver to our audiences. Benefits The lower half of the map describes what our audience will gain, or their benefit. It is never simply enough to state what the Matteo Ricci Program offers. Every attribute should be supported with a benefit our audience will recieve. Here is an examples of how the map can be used to craft our Matteo Ricci Messages.

ATTRIBUTES (WHAT WE OFFER): OIE provides ...

BENEFITS (WHAT YOU GET): So a Matteo Ricci graduate is ...

INTERNATIONAL EDUCATION AND EXPOSURE GLOBALLY COMPETENT AND CAN LEAD IN A COLLABORATIVE WORLD

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FOUNDATION

Development of Jesuit values

Innovative learning approach

EXPERIENCE

Well-rounded, rigorous education

PURSUIT OF ACADEMIC EXCELLENCE FOR HUMAN WELL-BEING

ATTRIBUTES (WHAT WE OFFER): Marquette University fosters ...

Curriculum that provides real-world context

Teachers focused on practical application

MINDSET

Interdisciplinary collaboration

Extension of knowledge beyond what exists

CAREER-FOCUSED FACULTY AND PROGRAMS

Opportunity to work closely with faculty

Focus on solutions to world’s pressing problems

RESEARCH IN ACTION

FORMATION OF THE MIND AND HEART BRAND ESSENCE

BENEFITS (WHAT YOU GET):

POISED TO LEAD A LIMITLESS LIFE

So a Marquette graduate is ...

DRIVEN BY PURPOSE

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Benefit others

Have a transformative experience

Prepared for personal success

PROFESSIONALLY IN DEMAND

SOLVE IMMEDIATE PROBLEMS

Gain experience in their fields

Know how to address complex problems

Have motivation to go the extra mile

Take an inventive approach to work

Work for results, not recognition

Help others lead better lives


Social Media Content Now that we know when to post and what to post, as well as what to say and how to say it, we can look at the content we have prepared as well as general social media best practices. This content can be used as examples for future content that you will be creating and publishing.

Marquette Global @MarquetteGloabl

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Take action and soar outside your comfort zone with the Matteo Ricci Global Scholar Program. Learn more here: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

Marquette Global @MarquetteGloabl

Interested in Study Abroad? Check out the Matteo Ricci Global Scholar Program and earn your educational badge: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

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Including links and photos on your tweets can help to increase your engagement by 150%. Buffer.com

Marquette Global @MarquetteGloabl

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What is one great way to stand out to employers? An Educational Badge find out here how you can earn one today: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

Marquette Global @MarquetteGloabl

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Want to Study Abroad? Let us pay. Find out here how you can receive a $1500 travel grant: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

Marquette Global @MarquetteGloabl

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You probably don’t know what an educational badge is. But your boss will. Learn how to earn yours today: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

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Marquette Global @MarquetteGloabl

Calling all high school seniors find out here how to kick off your college career: http://go.mu.edu/2gKG9TG #MUGlobal View conversation

Marquette Global @MarquetteGloabl

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SOCIAL MEDIA TIP 2: Have fun. Users come to social media to interact with friends, not businesses.

We know exactly who you are.You’re ambitious, socially aware and driven. And that’s why you’d be a great Matteo Ricci Scholar. http://go.mu.edu/2gKG9TG #MUGlobal View conversation

The Tao of Twitter

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Marquette Global @MarquetteGloabl

You’ve studied abroad. Now learn how you can turn that experience into a job. http://go.mu.edu/2gKG9TG #MUGlobal View conversation

Marquette Global @MarquetteGloabl

Resume looking a little light? Let you’re employer know you’re a Matteo Ricci Scholar with an educational badge. http://go.mu.edu/2gKG9TG #MUGlobal View conversation

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2 hrs Marquette Global @MarquetteGlobal By understanding a second culture, you can be the difference employers are looking for. #MUGlobal Retweeted by Father Marquette

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11:11 a.m. - Feb 26, 2013 ¡Details

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11:11 a.m. - Feb 26, 2013 ¡Details

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Marquette Global @MarquetteGloabl

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2 hrs Marquette Global @MarquetteGlobal Worried about finding a job after graduation? Earn the skills that employers want through the Matteo Ricci Program #MUGlobal

Develop the skills needed to get hired and thrive in a collaborative business environment http://go.mu.edu/2gKG9TG #MUGlobal View conversation

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SOCIAL MEDIA TIP 3: Using the same #Hashtag for a campaign will allow you to track your tweets and how they performed. IBMWatson Analytics

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SOCIAL MEDIA TIP 4: Off hours aren’t off limits. Use Social media management tools to schedule posts in advance. Sprout Social

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Video We choose a simple video for several reasons. The majority of your audience uses social media on mobile devices. With this in mind we wanted a video that could be seen and understood on the go. Facebook, Instagram and Twitter all have autoplay features for video, so when it enters your timeline it begins playing automatically, and without sound. We decided if our audience was on the go and the videos were defaulted to play without audio, we wanted a video that met those needs.

SOCIAL MEDIA TIP 5: 41% of videos lose all value when viewed without sound, yet nearly 80% of Facebook videos are consumed via autoplay. Facebook.com

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Conclusion Consider your car filled. Not only do you have good content, but you have strategy. Hopefully this document has helped you learn when to post, what type of content to post, how to draft compelling content in your voice and deliver an authentic message that helps tell your story. Now that you are fully equiped to be successful on social media..

“GO FORTH AND SET THE WORLD ON FIRE.�

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Oie playbook