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GWU Secret Show
 

GWU Secret Show

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    GWU Secret Show GWU Secret Show Presentation Transcript

    • How One Tweet Changed a University
    • Hello…!✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
    • Annie Freemanakfreeman@gardner-webb.edu Kristen Setzer ksetzer@gardner-webb.edu Rhea Friesen Rhea.friesen@twgplus.com
    • Links to Presentation✚Note about Research report✚www.facebook.com/futuredawgs✚www.twitter.com/futuredawgs✚www.youtube.com/gardnerwebb1905
    • We are here...✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
    • How we did it✚Planning✚Goals✚Strategy✚Tactics✚Audience
    • Planning 8 6
    • GoalsObjective 9 7
    • StrategyStrategy 10 8
    • TacticsTactics 11 9
    • AudienceAudience 10 12
    • We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
    • 10 Steps that created success with#gwusecretshow
    • #1 Realize it’s notIt’s not magic 13 15 magic.
    • #2 Find trendsDon’t fight it. 14 16
    • #3 Become anAdvocates 15 17 advocate
    • #4 Establish baselineAdvocates 15 18 goals
    • #5 Educate internalEducate organizations 16 19
    • #6 Create a core group of students
    • #7 Create a causeMake it meaningful 18 21
    • MakeEnlist local #8 it local leaders 19 22
    • #9 Involve communityInvolve the community 20 23
    • #10 Monitor andRipple effect 21 24 respond
    • We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
    • Marketing Budget? 0
    • We are here…✚The Story✚How we did it.✚Lessons learned.✚Resources✚Results
    • 5 Impacts of the#gwusecretshow
    • #1NEEDTOBREATHE performedon GWU’s campus on 4/28/12!
    • 133,582 Followers 270,000 Fans
    • 64,700 Followers 73,434 Fans
    • 7,670 Followers 1,245 Fans
    • 8 full scholarships#2 fulfilled for Project Rescue!
    • #3 Overcoming challenges on campus.
    • Recruitment of students bystudents.#4
    • #5 Metrics rock!
    • Ticket Sale Campaign Reach 2,931
    • We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
    • Where are we going? Ad hoc Engaged Structured Managed Optimized - No Management - No budget - No structure - No resources - Executive - Experimentation awareness - Some management engagement - Pilot programs - Part time resources - Dedicated budget - Management responsibility - Formal campaigns - Formal Roles - Formal Metrics - Executive sponsorship - Daily Management - Program office - Professional staff - Well defined roles - Requirements drivenFrom Dachis Group and CMMI
    • Developing Internal Structure and SupportFrom To DoAd hoc Engaged Top-down champion Make guidelines Select free tool Monitor* Select trial group ObjectivesEngaged Structured Create a budget Select a manager Develop formal roles Measure targets Active campaignsStructured Managed Report to management Dedicate daily management Dedicate staff Coordinate departmentsManaged Optimized Center of excellence Multi-channel campaigns Decide by data
    • ✚Top down support✚Guidelines✚Objectives first✚Start!
    • Attribution ✚ plan http://www.flickr.com/photos/gcapron ✚ objective http://www.flickr.com/photos/ekkebus/ ✚ strategy http://www.flickr.com/photos/birgerking/ ✚ tactics http://www.flickr.com/photos/cogdog ✚ audience http://www.flickr.com/photos/sreejithk2000/ ✚ how it happened http://www.flickr.com/photos/umjanedoan/ ✚ magic http://www.flickr.com/photos/battlecreekcvb/ ✚ fight http://www.flickr.com/photos/horiavarlan ✚ educate http://www.flickr.com/photos/orionpozo ✚ meaningful http://www.flickr.com/photos/thenovys/ ✚ ripple http://www.flickr.com/photos/joka2000/ ✚ Look for Trends http://www.flickr.com/photos/haiko/154105063/sizes/m/in/