Mallory Wood, mStoner's director of marketing, and Bruce Floyd, University of Florida's social media specialist, present a brand new case study on the concept and execution of #UF17. The University of Florida took advantage of their admissions decision day celebrate their newest members of the Gator family. UF rallied around the hashtag #UF17 so their team could coordinate communications with the accepted students as the University sent out acceptance notifications online,. The results were dramatic — in roughly eight hours they saw 644 unique tweets from 966 individual Twitter contributors. These conversations totaled over 4.57 million timeline deliveries and reached 370,000 members of the Twitter community. In our webinar, Mallory and Bruce examine: Campaign strategy, planning, and goal-setting. Campaign management. Measuring results and beyond. mStoner: http:/www./mstoner.com Connect with other higher education professionals: http://www.EDUniverse.org

1. SECRETS TO A MORE SOCIAL
ADMISSIONS DECISION DAY
#socialworks
Wednesday, March 13, 13

2. YOUR PRESENTERS
Mallory Wood Bruce Floyd
Director of Marketing Social Media Specialist
mStoner University of Florida
@Mallory Wood @BruceFloyd
Wednesday, March 13, 13

3. Wednesday, March 13, 13

4. CAMPAIGN STRATEGY
AND PLANNING
Wednesday, March 13, 13

5. Wednesday, March 13, 13

6. Wednesday, March 13, 13

7. Wednesday, March 13, 13

8. GOAL 1
Increase engagement with accepted students.
Wednesday, March 13, 13

9. GOAL 2
Showcase accepted student’s pride and excitement around
joining the University of Florida’s community.
Wednesday, March 13, 13

10. GOAL 3
Connect with and encourage campus units to submit
information and contribute to the online conversation.
Wednesday, March 13, 13

11. GOAL 4
Challenge admissions staff to explore new and creative solutions
to disseminating decision-letters and welcoming new students.
Wednesday, March 13, 13

12. GOAL 5
Create awareness about University of Florida’s social media
accounts to the newly admitted students.
Wednesday, March 13, 13

13. MANAGING THE CAMPAIGN
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17. CAMPAIGN MANAGEMENT
• Collect the conversations.
• Measure sentiment.
• Assign tweets if working in a team.
• Give unique and personal responses.
• Drink coffee (optional).
Wednesday, March 13, 13

18. RESULTS AND BEYOND
Wednesday, March 13, 13

19. #UF17 RESULTS
(DURING 8 HOURS FOLLOWING RELEASE OF ONLINE DECISIONS)
• 966 unique Twitter contributors
• 644 original tweets
• 1,537 total tweets
• Reach = 370,355 unique users
• 4.57 million Twitter timeline deliveries
• 416 new Twitter followers
• 117 images posted to Instagram
Wednesday, March 13, 13

20. New Followers
500
375
416
250
165 162
125
131 146
0
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
Wednesday, March 13, 13

21. Incoming Messages
600
555
450
300
150
162
121
93
71
0
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
Wednesday, March 13, 13

22. Impressions (in thousands)
4,000
3,000 3226
2284
2,000
1,000
348
0 82 176
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
Wednesday, March 13, 13

23. Sent Messages
150
145
113
75
38
23
14
10
0 6
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
Wednesday, March 13, 13

24. Wednesday, March 13, 13

25. Wednesday, March 13, 13

26. QUESTIONS?
Mallory Wood Bruce Floyd
Director of Marketing Social Media Specialist
mStoner University of Florida
@MalloryWood @BruceFloyd
Wednesday, March 13, 13