I serve on the board of directors for AIGA Nebraska (American Institute of Graphic Arts) as the director of social media. I figured I could benefit greatly from taking this class, and I was right! :) I filled out my info as a Google Doc and I can't upload PDFs here, so bear with me (the text-only might not transfer over well)
AIGA Nebraska Social Media Content Strategy
06.19.2015 [ Skillshare Class ]
WHAT ARE OUR GIFTS?
What are our gifts and most prominent skills? Basically… what comes easy to us?
Think in behaviors and mindsets, not just tasks.
Engaging large audience
Use: Connecting Nebraska as a whole, creating a design community. Reaching out to people from many different circles and walks of life who are in different organizations / schools / places of work and providing something for everyone. Whether you are a student, a new grad, or a seasoned pro, we create the feeling that you belong.
Creating community / bringing people together
Use: Events, connecting people, meetups, camaraderie, connect students & pros. Give people a reason to gather together and network, meet people, and branch out. Create meaningful connections that prompt friendships, mentorships, and professional relationships.
Inform members about AIGA organization initiatives
Use: Speak on behalf of AIGA to members and represent ourselves well in the community. Create awareness, educate about initiatives & events, make announcements about our local chapter, other midwest chapters, and national
Listen to constructive feedback and improve
Use: Listen to what members want and actually deliver, see big picture and want to improve AIGA as a chapter for future generations. Don’t grow stagnant and never stop improving. (Example: Working to eliminate “clique-y” feel to AIGA Nebraska)
WHAT DO WE OFFER TO NEBRASKA?
Benefits drive behaviors, not features
Feature: What the product or service does functionally
Benefit: How product or service changes your life
BASED ON 2014 MEMBERSHIP SURVEY RESPONSES
Features: Meetups, workshops, speaker events, mentorships, conferences
Benefits: Connecting designers and developers, education, entertainment, meet/see famous graphic design heroes live, social engagement, give an identity and cultivate feeling of belonging, providing opportunities to get involved, never stop learning and growing
Features: Workshops, interesting articles, scholarships, MMD, mentorship
Benefits: Learn new skills and create with your hands, invest in learning/bettering self, develop knowledge of different areas, provide stimulation in a fast-paced content-consuming web environment, provide opportunities for financial assistance to reduce financial stress, provide free one-on-one interactions with pros that new ambitious grads crave (and can’t get anywhere else)
Features: Show awards, shoutouts on our page, recognition, sponsorships
Benefits: Recognition, accreditation, looks good on a resume, start gaining personal identity as a Nebraska designer, feeling proud of accomplishments, positive reinforcement that you are talented and important, notoriety
WHO LOVES US?
Who lives and breathes AIGA? Who values us, wants to share about us, hear all about it it, share it and ultimately want to stick around no matter what?
That one perfect person:
Things they love to do:
What is our purpose?
What are our goals?
Specific, measurable, achievable, relevant, timebound
FREQUENCY, TIMING & ANALYTICS:
Best times for our Facebook audience:
Sundays: 11:00am and 9:00-10:00pm
Mondays: 8:00-10:00am (steep drop at 2:00pm)
Tuesdays: Least people online, highest at 9:00am
Wednesdays: Highest at 9:00pm, second-highest 10:00am
Thursdays: Highest 9:00-10:00pm, second-highest 3:00pm
Fridays: Most people online across board, super-high at noon and 9:00pm
Saturdays: Higher around 9:00am and 5:00pm
What people click on / engage with (based on analytics):
What people don’t click on:
What posts have made people unfollow us:
Purpose: Inform community about events and new info, engage, post about free stuff
Frequency: 1-2 times per day, spaced apart
Goal: Keep audience engaged
Purpose: Promote events, curate content, thanks for follows & memberships retweet
Frequency: 2-4 times per day
Goal: Inform, fun tweets to engage audience, articles, best place to ask questions
Purpose: SHOW ourselves, personal, NOT a business page, keep dynamic and visual, have board members post
Frequency: 3-4 times per week
Goal: Show what AIGA is about and what we care about
Percentages for approximate post content proportions.
Event information/promotion (30% of total)
Curated content (50% of total):
Questions/contests (5% of total)
Freebees/member benefits (5% of total)
Recognizing Nebraska designers/member spotlight (5% of total)
Newsletter/blog posts (2% of total)
Announcements (2% of total)
Job postings (2% of total)
Type | # times per week to post
Events | 3
Curated content | 5
Questions/contests | every other week
Freebies/member benefits | every other week
Newsletter/blog posts | every other week
Recognizing NE designers | every 3 weeks
Announcements | every 3 weeks
Job postings | every 3 weeks
OUR CONTENT STRATEGY VISION BOARD
Final Goals & Objectives
Using Google Calendar and Buffer to schedule posts/tweets on a schedule that lines up with our audiences’ highest traffic times.