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  ...
Links to Presentation✚Note about Research report✚www.facebook.com/futuredawgs✚www.twitter.com/futuredawgs✚www.youtube.com/...
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 - ...
Developing Internal Structure and SupportFrom         To           DoAd hoc       Engaged      Top-down champion          ...
✚Top down support✚Guidelines✚Objectives first✚Start!
Attribution        ✚   plan http://www.flickr.com/photos/gcapron        ✚   objective http://www.flickr.com/photos/ekkebus...
GWU Secret Show
GWU Secret Show
GWU Secret Show
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GWU Secret Show

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GWU Secret Show

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

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