Social media and educational advancement   engagement and strategy
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  • 1. Social Media and Educational Advancement Engagement and Strategy CASE Asia-Pacific Master Class 22 February, 2013
  • 2. High-level Trends in Advancement
  • 3. High-level trends in Advancement• Realization that social media is here to stay
  • 4. High-level trends in Advancement• Realization that social media is here to stay• We’re beginning to hire dedicated staff
  • 5. 32%
  • 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. 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. 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. High-level trends in Advancement• Most hires are entry-level
  • 10. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications
  • 11. High-level trends in Advancement• Most hires are entry-level• New hires are disproportionately in Communications• Experimentation isn’t always disciplined
  • 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. 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. What Does an Effective Social Media Strategy Look Like?
  • 15. Institutional ObjectiveUnit ObjectiveSocial Media Strategy
  • 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. 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. 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. FY12 impact19,562 unique viewers from 102 countries
  • 20. Developing a Winning Content Strategy
  • 21. Facebook
  • 22. Facebook
  • 23. Facebook
  • 24. Facebook
  • 25. Facebook
  • 26. YouTube
  • 27. YouTube
  • 28. YouTube
  • 29. LinkedIn
  • 30. Gamification
  • 31. Gamification
  • 32. Using Social Media to Enhance Events
  • 33. Before#hashtag
  • 34. During
  • 35. After
  • 36. Storify
  • 37. Storify
  • 38. The Future: Where Do We Go from Here?
  • 39. Trend 1: It’s a mobile, mobile world
  • 40. Smartphone ownership
  • 41. Trend 2: Fragmentation 2010 2013
  • 42. Trend 3: Social TV
  • 43. Trend 4: Crowdfunding
  • 44. Trend 5: Data Mining
  • 45. 25%
  • 46. Keep in touch!andrew.gossen@cornell.eduTwitter: @agossenLinkedIn: www.linkedin.com/in/andrewgossen