Social Media and Educational        Advancement    Engagement and Strategy     CASE Asia-Pacific Master Class          22 ...
High-level Trends in Advancement
High-level trends in Advancement• Realization that social media is here to stay
High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff
32%
High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff• ...
High-level trends in Advancement•   Realization that social media is here to stay•   We’re beginning to hire dedicated sta...
High-level trends in Advancement•   Realization that social media is here to stay•   We’re beginning to hire dedicated sta...
High-level trends in Advancement• Most hires are entry-level
High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in  Communications
High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in  Communications• Experim...
High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in  Communications• Experim...
High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in  Communications• Experim...
What Does an Effective Social Media       Strategy Look Like?
Institutional ObjectiveUnit ObjectiveSocial Media Strategy
Drake’s goals• Introduce prospective students to the  university and the bustling capital city that  Drake University call...
Drake’s rationale• Designed for visual panache• Easy to update and promotes social sharing• More self-contained and custom...
AA&D Strategic Plan“ In response to our society’s rapidly changingcommunications and networkingenvironments, leverage incr...
FY12 impact19,562 unique viewers from 102 countries
Developing a Winning Content          Strategy
Facebook
Facebook
Facebook
Facebook
Facebook
YouTube
YouTube
YouTube
LinkedIn
Gamification
Gamification
Using Social Media to Enhance Events
Before#hashtag
During
After
Storify
Storify
The Future: Where Do We Go from             Here?
Trend 1: It’s a mobile, mobile world
Smartphone ownership
Trend 2: Fragmentation 2010             2013
Trend 3: Social TV
Trend 4: Crowdfunding
Trend 5: Data Mining
25%
Keep in touch!andrew.gossen@cornell.eduTwitter: @agossenLinkedIn: www.linkedin.com/in/andrewgossen
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
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Social media and educational advancement engagement and strategy

  1. 1. Social Media and Educational Advancement Engagement and Strategy CASE Asia-Pacific Master Class 22 February, 2013
  2. 2. High-level Trends in Advancement
  3. 3. High-level trends in Advancement• Realization that social media is here to stay
  4. 4. High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff
  5. 5. 32%
  6. 6. High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff• We’re adopting a more experimental mindset
  7. 7. High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff• We’re adopting a more experimental mindset• We’re measuring our efforts
  8. 8. High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff• We’re adopting a more experimental mindset• We’re measuring our efforts• We feel good about our efforts
  9. 9. High-level trends in Advancement• Most hires are entry-level
  10. 10. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications
  11. 11. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications• Experimentation isn’t always disciplined
  12. 12. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications• Experimentation isn’t always disciplined• Efforts to centralize/develop policies/best practices can have unintended consequences
  13. 13. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications• Experimentation isn’t always disciplined• Efforts to develop policies/best practices can have unintended consequences• In general, still having trouble giving up control and focusing on user
  14. 14. What Does an Effective Social Media Strategy Look Like?
  15. 15. Institutional ObjectiveUnit ObjectiveSocial Media Strategy
  16. 16. Drake’s goals• Introduce prospective students to the university and the bustling capital city that Drake University calls home.• Keep alumni emotionally connected with places and spaces where they spent so many of their formative years.• Be “intentionally stylish and focused on visuals”.
  17. 17. Drake’s rationale• Designed for visual panache• Easy to update and promotes social sharing• More self-contained and customizable than other social platforms• Section of target audience is already on Tumblr• Easy to add widgets
  18. 18. AA&D Strategic Plan“ In response to our society’s rapidly changingcommunications and networkingenvironments, leverage increasedopportunities for the strategic use of digitalcommunications and social media. “
  19. 19. FY12 impact19,562 unique viewers from 102 countries
  20. 20. Developing a Winning Content Strategy
  21. 21. Facebook
  22. 22. Facebook
  23. 23. Facebook
  24. 24. Facebook
  25. 25. Facebook
  26. 26. YouTube
  27. 27. YouTube
  28. 28. YouTube
  29. 29. LinkedIn
  30. 30. Gamification
  31. 31. Gamification
  32. 32. Using Social Media to Enhance Events
  33. 33. Before#hashtag
  34. 34. During
  35. 35. After
  36. 36. Storify
  37. 37. Storify
  38. 38. The Future: Where Do We Go from Here?
  39. 39. Trend 1: It’s a mobile, mobile world
  40. 40. Smartphone ownership
  41. 41. Trend 2: Fragmentation 2010 2013
  42. 42. Trend 3: Social TV
  43. 43. Trend 4: Crowdfunding
  44. 44. Trend 5: Data Mining
  45. 45. 25%
  46. 46. Keep in touch!andrew.gossen@cornell.eduTwitter: @agossenLinkedIn: www.linkedin.com/in/andrewgossen
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