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GWU Secret Show

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Transcript

  • 1. How One Tweet Changed a University
  • 2. Hello…!✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
  • 3. Annie Freemanakfreeman@gardner-webb.edu Kristen Setzer ksetzer@gardner-webb.edu Rhea Friesen Rhea.friesen@twgplus.com
  • 4. Links to Presentation✚Note about Research report✚www.facebook.com/futuredawgs✚www.twitter.com/futuredawgs✚www.youtube.com/gardnerwebb1905
  • 5. We are here...✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
  • 6. How we did it✚Planning✚Goals✚Strategy✚Tactics✚Audience
  • 7. Planning 8 6
  • 8. GoalsObjective 9 7
  • 9. StrategyStrategy 10 8
  • 10. TacticsTactics 11 9
  • 11. AudienceAudience 10 12
  • 12. We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
  • 13. 10 Steps that created success with#gwusecretshow
  • 14. #1 Realize it’s notIt’s not magic 13 15 magic.
  • 15. #2 Find trendsDon’t fight it. 14 16
  • 16. #3 Become anAdvocates 15 17 advocate
  • 17. #4 Establish baselineAdvocates 15 18 goals
  • 18. #5 Educate internalEducate organizations 16 19
  • 19. #6 Create a core group of students
  • 20. #7 Create a causeMake it meaningful 18 21
  • 21. MakeEnlist local #8 it local leaders 19 22
  • 22. #9 Involve communityInvolve the community 20 23
  • 23. #10 Monitor andRipple effect 21 24 respond
  • 24. We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
  • 25. Marketing Budget? 0
  • 26. We are here…✚The Story✚How we did it.✚Lessons learned.✚Resources✚Results
  • 27. 5 Impacts of the#gwusecretshow
  • 28. #1NEEDTOBREATHE performedon GWU’s campus on 4/28/12!
  • 29. 133,582 Followers 270,000 Fans
  • 30. 64,700 Followers 73,434 Fans
  • 31. 7,670 Followers 1,245 Fans
  • 32. 8 full scholarships#2 fulfilled for Project Rescue!
  • 33. #3 Overcoming challenges on campus.
  • 34. Recruitment of students bystudents.#4
  • 35. #5 Metrics rock!
  • 36. Ticket Sale Campaign Reach 2,931
  • 37. We are here…✚The Story✚How we did it✚10 Steps✚Resources✚Social Media Maturity✚Results
  • 38. 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
  • 39. 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
  • 40. ✚Top down support✚Guidelines✚Objectives first✚Start!
  • 41. 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/