“Even individuals who are not tied to marketing or departmental Social Media will learn a lot about personal and professional branding. Truly exceptional content.”

“Today’s topics were particularly relevant to our unit’s needs, so it was a very useful session for me with a good variety of general and specific Social Media strategies and tips. Thanks!”

“Wonderful presentation! I am now eager to attend more of these events in the future.
The presentation was very informative, useful, visual, interactive, and entertaining.”

OVPTL’s September Social Media Brunch was a hit! The event began with OVPTL’s Senior Administrator of Social Media and Marketing, Ryan Foland, grabbing everyone’s attention and creating a welcoming atmosphere through well-timed jokes and conducting a verbal survey to discover which Social Media platform everyone found the most intimidating.

He had the attendees go around and tell us about the platforms that they were most afraid of while encouraging everyone to give a small sound in agreeance or disagreeance (with a proclamation that “There’s no judgement here!”).

It was a full house! The entire room was filled with happy attendees ready to learn a bit more about Social Media best practices.

The presentation started with Ryan’s 3-1-3 plan to help with branding, a more concise and effective way of giving an “elevator pitch”. Ryan explained that you should start with 3 sentences, edit to 1 sentence, and finish with 3 words to describe what problems your department solves. Once you’ve done that, you should use those 3 words to tell people what you do so that, naturally, they’ll ask how you do it.  This gives people more room to be curious about what you do rather than bombarding them with information like you would in an elevator pitch. Or, in other words:

“Once you get them in the door, then you can give them more.” -Ryan Foland

Once everyone learned how to find their brand, Ryan moved on to the three main topics of the Social Media Brunch.

Hosted by the UCI Alumni Association, the topics covered during the two hour workshop were:

Content Marketing Through LinkedIn

Branding through Social Media
Driving Traffic to Events using Social Media

TOPIC 1: Content Marketing through LinkedIn

Building LinkedIn for Your Department’s Group

Make sure that you use keywords in the title and description of your group, because these will show up in LinkedIn group searches. (They will also be indexed by Google.)
You have approximately 48 characters for your LinkedIn group “title” that will show up in LinkedIn group search results.

For your LinkedIn group description, use words to encourage potentially interested members to click-through and learn more about joining your group. This is an important differentiator for standing out from your competitors in the group search results.

Tip: Use a keyword-rich approach that makes your group easier to find. Take out overused words like motivated, passionate, responsible, creative, and driven. It will make the group harder to find (because other groups will also use those words).

Invitations: Under the manage tab, you’ll find an option to send invitations. Invite colleagues and professional connections to participate. Be strategic.
Don’t mass-email your entire professional network asking them to join.
Use personalized messages and explain to people why you think they’d enjoy the discussions in your group.

Share the group: If you want to go the mass-invite route, you can select the Share Group option in the top right hand corner. There, you’ll find an option to post the group not only to your LinkedIn profile (this will show up in LinkedIn’s main activity feed as well) but you can also share it on Facebook and Twitter. Still personalize it by filling in the message box. Provide context and explain why you are sharing the group.

Your Group Page includes helpful Follower Statistics and Page Statistics tools that let you view changes in the size and composition of your follower community, as well as activity on your page.
Publish content on LinkedIn to showcase thought leadership, of course, and show the world what you care about.

Create a LinkedIn Slideshare account.

SlideShare is the world’s largest professional content-sharing community. On an average day, nearly 4 million people visit LinkedIn SlideShare, so use that tool as a way to market your group to your target audience.

TOPIC 2: Branding through Social Media

Try this fun exercise to help find or solidify what your brand is. You will be able to do this with post-it notes. This is an exploratory exercise that will help you discover your own personal brand. It will help you see how you see yourself, compared to how the world sees you. This will help you identify exactly what your key areas of strength and weaknesses are. (This can also work for your department)

Step 1. Buy post-it notes in two colors.

Step 2. Write down one word that describes your brand on as many post-it notes as you can. This can range from, speaker, strategist, branding expert, yoga instructor, communications strategist, mortgage broker, etc., all the way to loyal, trustworthy, happy, fun, etc..

Step 3. Hand out a stack of post-it notes in the other color to people you trust. Try to avoid using one central group. Diversify. Give them to coworkers, colleagues, students, etc. Otherwise, the results are going to be skewed.

Step 4. Ask them to write one word of what they think of your department, but don’t let them put their name on the note. It needs to be completely anonymous.

Step 5. Collect all the post-it notes. If you have a box, have them all put them in there, so you won’t know what the results are until you open them. After you get them all, you will have a wide range of results that accurately describe your department’s brand. Group together similar descriptions, and pick 3 that you’d like to leverage for your brand.

From there, you’ll be able to leverage this brand on all of your Social Media platforms.

TOPIC 3: Driving Traffic to Events using Social Media

How to Use Social Media to Promote Your Event: Creative Ways to Increase Awareness and Engagement

#1: Use Media on Social Media

(Create a video that conveys the excitement and fun of your event)

#2: Unified Hashtag for Use Across All Social Channels

(You should be using this hashtag well in advance of your event dates and it should be included on EVERYTHING!)

#3: Share Behind-the-Scenes Visual Content

(Be authentic and share the challenges you face and what steps you took to resolve them. It humanizes your brand and makes you more relatable)

#4: Create a Facebook Event Page

(Your event page is also a great place to encourage networking before the event)

#5: Live-Posts


Live-Posting Tips
1. Keep posts concise.
2. Avoid splitting a thought into multiple posts.
3. Remember to use @[name] or tag people in the post.
4. Post your own content—photos, quotes and commentary.
5. Monitor other attendees who are posting about the event. Retweet/share, favorite, and reply to posts about your event.

Ryan’s Random Tips to Drive People to your Event:

  • Build a Press Release / News Brief / Media Alert
  • Inform local media and try to get coverage
  • Leverage campus partnerships for promotion
  • Use Google Forms for RSVP
  • Cross pollinate information about events in newsletters
  • Quid – Pro- Quo (Go to other events and support)
  • Check timing and try to avoid time conflicts with other major events
  • Include guest speakers on campus who can draw a crowd

Want to know how fun and informative our Social Media gatherings are?

Take a look at July’s Social Media Brunch: https://www.youtube.com/watch?v=GKCvaspx-gc

Each Social Media Brunch/Lunch workshop is put on by the OVPTL and is hosted by a different department on campus. Topics vary each time, and the hosting department helps to identify what topics they would like to cover. If your department/unit is interested in hosting the next Social Media workshop, please contact Ryan Foland (rfoland@uci.edu) for more details.

The Social Media workshop was professionally recorded by the UCI Media Services and will be available for viewing soon on their YouTube Page. Resources that were developed for the topics covered are also available on the DUE Intranet. If you do not have access to the DUE Intranet and would like to get a copy of the resources, please contact Ryan Foland (rfoland@uci.edu).

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