This social media marketing training deck is a high level overview of how you can leverage social media (Facebook, Twitter and YouTube) to engage alumni that was presented by Liz H Kelly, Goody PR & Goody Awards Founder, to the Johns Hopkins University Alumni Council on the Homewood Campus in Baltimore, MD, October 2013. Liz is based in CA, a graduate of the Johns Hopkins Carey Business School, worked for Fox Interactive Media/MySpace, and has managed $million advertising campaigns for clients such as Toyota, University of Phoenix and Southern California Edison. If you'd like to discuss how to leverage social media for your business with an engagement strategy and compelling content, email liz AT goodypr DOT com.

1. Liz H. Kelly, CEO, Goody PR & Goody Awards
Property & Confidential
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Leveraging Social Media to Engage Alumni
Presented to Johns Hopkins University Alumni Council
October 2013

2. Social Media Engagement
Mass Reach for for 185,000 JHU Alumni
2!
! Why Social Media?
! Alumni Association
Benefits
! Social Media Strategy
! Engagement Tips
! Best Practices
! Q&A
JHU Alumni crab feast in Marina del Rey, CA
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

3. Why Social Media?
Mass Reach for for 185,000 JHU Alumni Worldwide
! 50 % of world’s population is under
30 (big marketing reach.)
! Facebook has 1+ billion users &
50% visit daily.
! Twitter has 500 million users & is the
fastest way to reach many.
! YouTube is the 2nd largest search
engine behind Google
! Also important: Google+, Vine,
Instagram Video, Pinterest, LinkedIn
3!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Fun post to engage alumni with historic photo

4. Alumni Association Benefits
Social Media Wins
! How many of your local JHU
alumni chapters have fan/
group pages?
! What are the advantages of
using social media to reach
the 150,000 JHU Alumni
worldwide?
4!
JHU Los Angeles Facebook Group
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

5. Social Media Strategy
Builds consistency & community
! Who is your JHU alumni
audience? Local, Global,
Interest-based?
! What topics interest your
JHU alumni audience?
! Who are the key influencers
globally & locally?
5!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

6. Engagement Tips
Increase Likes, Followers and Comments
! Engage your fans in conversations:
! Post content that tells a story.
! Post more cool content vs posts
about yourself.
! Ask fans for their opinion.
! Answer -> What’s in it For ME?
! Re-tweet, Reply & Favorite tweets
from like-minded influencers.
! Like & Comment on other people’s
Facebook posts consistently.
6!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Great post to engage fans by offering
incentive to “Like” page

7. Facebook Best Practices
Content and Timing
! What is the best type of content to
post on Facebook? (photos)
! How many words do you think you
should include in a post? (140
characters)
! What is the best time of day to post
content on Facebook? (11am-1pm)!
! What are 2 times over the weekend
that are the best times to post on
Facebook? (Fri night & Sunday pm)
7!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Way too many words in this post. Keep to
140 characters if possible & link to details.

8. Twitter Marketing
Big Picture
! Twitter is the fastest way to
reach a mass audience.
! Easiest social media tool to
reach like-minded people.
! Invite discussions with fans
using #hashtags.
! Set up Lists to follow with
key influencers.
8!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

9. 3 Twitter Tips
Increase engagement by using Best Practices
! @ in front of a username =
a “mention”
! # sign in front of a keyword
(example: #Doctors) will
add your tweet into a
discussion thread.
! RTs and Favorites are
similar to a “Like” on
Facebook.
9!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

10. Klout
Measures Influence across all social media channels
10!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
Engagement & Influencers increase Klout scores.

11. High Fan Engagement
90% engagement and 92% influence @GoodyAwards
Highly engaged audience
recognizing social good
globally on Twitter,
Facebook and YouTube.
11!©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
82 Re-tweets of one post show high engagement.

12. SEO for Videos
Help your fans find your content
! Videos are often shared by others if it is about something new,
different, educational or funny.!
! SEO (Search Engine Optimization) can change everything!
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
12!
Goody Awards Video A/B Test for the same video

13. ©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
! Need a good story & good prize.
! Develop rules that avoid loopholes,
may need legal input.
! Need graphic artist to design
banners.
! Use “approved” tools.
Contests/Sweepstakes
Develop a compelling story
Contests/Sweepstakes
Develop a compelling story
13!

14. Analytics are a must
Need tracking tools to measure results
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
14!

15. Cause Marketing
ABC News Interview part of 4-
month integrated marketing
campaign for first Rich
Woman Financial Education
event in Hawaii
7 Goody PR Services
Best Results when combined into Integrated Marketing Campaign
15!
Social Media
Compelling
Content
Custom
Goody Awards
Traditional PR
Good
Branding
Custom Training
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)

16. Contact
We’d love to help you engage your fans!
©
2013,
Liz
H
Kelly
(Proprietary
and
Con:idential)
16!
! Liz H Kelly, Goody PR & Goody Awards
Founder has built $million advertising
campaigns for Fox Interactive Media/
MySpace, Paramount Pictures & first
Sprint PCS, and has worked with clients
such as Toyota, University of Phoenix etc.
! Liz is on the Advisory Board for Net
Impact LA & regularly does social media
training/ panels, ie Digital Hollywood,
Social Media Week LA, The GRAMMYS.
She graduated from Johns Hopkins Univ
Carey Business School in 1994.
! liz@goodypr.com, 1-310-987-7207
Liz H Kelly with Tim Sissons, Goody Awards
intern & former Carey Business School
President.