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Integrating Social Media and Mobile Marketing Programs<br />Paul Redfern, Director of Web CommunicationsGettysburg College...
Today<br />Introductions<br />Hashtag - #staff10<br />Gettysburg College<br />St. Olaf College <br />Discussion/Questions<...
You<br />What do you want to get out of today?<br />Why are you here?<br />What is one question you would like an answer t...
What is Social Media?<br />Web 2.0 and social media are really not about technology. It has everything to do with communic...
Why Bother?<br /><ul><li>Five of the 10 online sites are social media sites.
“Social Networking” has recently replace “Porno” as the leading online search.
Individuals ages 14-24 are online an average of 22 times per day, changing, checking and searching their social media netw...
Social media is where Gen Y (11-31) and increasingly Gen X (32-44) turn to first for information and interaction.
The number of small businesses using social media has more than quadrupled since 2009 (that’s only 3 months ago!).
65% of news media use social media as a source for leads and information.</li></li></ul><li>Gettysburg Philosophy and Stra...
Case Study<br />Gettysburg College Cly-Del Challenge<br />March and April 2010<br />$150,000 dollar for dollar<br />$50,00...
Facebook Ads between March 15, 2010 and March 22, 2010<br /><ul><li>BOLD group Targeted 4,820 people who live in the Unite...
General group Targeted 4,920 people who live in the United Statesbetween the ages of 33 and 64who identified on Facebook t...
General group Cost: $72.82Impressions: 267,747Clicks to webpage: 165Average time on the page: 1:37Exit Rate: 59%Clicks to ...
Over 100 donors needed
Peer to peer solicitation via news story
Facebook Fan Page / Homepage Updates</li></li></ul><li>Results<br />Nearly 2,400 generous donors made gifts of over $475,0...
Link in to the Gettysburg College professional network<br />Gettysburg hopes to increase its membership in LinkedIn to at ...
Results<br />“I saw a job posting by '07 Grad for an entry level position. I reached out to with an email and then we spok...
Check in<br />#staff10<br />
St. Olaf Multimedia<br />Daily chapel<br />Concerts & recitals<br />Athletic events<br />Academic presentations<br />Sing ...
St. Olaf Multimedia Stats<br />13,022 viewers from 78 countries<br />43 minute average view time<br />373 full days' worth...
GiveMN.org<br />Razoo.com, Network for Good, Foundations<br />$100,000 challenge.  Each gift received a portion of challen...
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Integrating Social Media and Mobile Marketing Programs

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A presentation at the July 2010 STAFF conference. Hear how Gettysburg and St. Olaf Colleges are using Facebook, YouTube, Twitter, Flickr and LinkedIn to increase word-of-mouth marketing and to integrate these new tools into a traditional communications strategy. You have heard about these smart phones how do you also take advantage of the mobile revolution? But most importantly how do you measure the results?

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Transcript of "Integrating Social Media and Mobile Marketing Programs"

  1. 1. Integrating Social Media and Mobile Marketing Programs<br />Paul Redfern, Director of Web CommunicationsGettysburg CollegeMatt Fedde, Associate Director of Annual GivingSt. Olaf College<br />Hear how Gettysburg and St. Olaf Colleges are using Facebook, YouTube, Twitter, Flickr and LinkedIn to increase word-of-mouth marketing and to integrate these new tools into a traditional communications strategy. You have heard about these smart phones how do you also take advantage of the mobile revolution? But most importantly how do you measure the results? <br />
  2. 2. Today<br />Introductions<br />Hashtag - #staff10<br />Gettysburg College<br />St. Olaf College <br />Discussion/Questions<br />
  3. 3. You<br />What do you want to get out of today?<br />Why are you here?<br />What is one question you would like an answer to?<br />
  4. 4.
  5. 5. What is Social Media?<br />Web 2.0 and social media are really not about technology. It has everything to do with communication, specifically a new communications approach and a new media mix.<br />
  6. 6. Why Bother?<br /><ul><li>Five of the 10 online sites are social media sites.
  7. 7. “Social Networking” has recently replace “Porno” as the leading online search.
  8. 8. Individuals ages 14-24 are online an average of 22 times per day, changing, checking and searching their social media networks.
  9. 9. Social media is where Gen Y (11-31) and increasingly Gen X (32-44) turn to first for information and interaction.
  10. 10. The number of small businesses using social media has more than quadrupled since 2009 (that’s only 3 months ago!).
  11. 11. 65% of news media use social media as a source for leads and information.</li></li></ul><li>Gettysburg Philosophy and Strategy<br />Each piece to the social media puzzle may be small but collectively they add up<br />Social Media needs to be integrated into our traditional approach to communications and marketing<br />Social Media is word of mouth marketing for prospective and current students as well as recent graduates<br />We do not have control of the message and we can take advantage of that fact<br />Social Media will play a critical role in the future of brand, marketing, and institutional visibility<br />
  12. 12.
  13. 13. Case Study<br />Gettysburg College Cly-Del Challenge<br />March and April 2010<br />$150,000 dollar for dollar<br />$50,000 for 500 New Donors<br />
  14. 14. Facebook Ads between March 15, 2010 and March 22, 2010<br /><ul><li>BOLD group Targeted 4,820 people who live in the United Statesbetween the ages of 22 and 32 who identified on Facebook that they graduated from Gettysburg
  15. 15. General group Targeted 4,920 people who live in the United Statesbetween the ages of 33 and 64who identified on Facebook that they graduated from Gettysburg</li></li></ul><li>Overall<br /><ul><li>The campaign raised 6 gifts, accounting for 8 Alumni.-2 BOLD Alumni, 6 General Alumni-2 Annual Donors, 4 Semi Annual Donors, 2 Non/Never Donors-$610 raised ($550 GenAlums, $60 BOLD Alums)</li></li></ul><li><ul><li>BOLD group Cost: $52.66Impressions: 286,567Clicks to webpage: 114Average time on the page: 2:04Exit Rate: 61%Clicks to make a gift page: 12Total number of gifts: 2Total amount of giving: $60.00
  16. 16. General group Cost: $72.82Impressions: 267,747Clicks to webpage: 165Average time on the page: 1:37Exit Rate: 59%Clicks to make a gift page: 10Total number of gifts: 6Total amount of giving: $550</li></li></ul><li>Final Week <br /><ul><li>Met the dollar match
  17. 17. Over 100 donors needed
  18. 18. Peer to peer solicitation via news story
  19. 19. Facebook Fan Page / Homepage Updates</li></li></ul><li>Results<br />Nearly 2,400 generous donors made gifts of over $475,000 to the Gettysburg Fund, Parents Fund and Orange & Blue Club during the months of March and April.<br />Of those donors, more than 600 gave for the first time in two years. This incredible generosity directly benefits our students. <br />
  20. 20. Link in to the Gettysburg College professional network<br />Gettysburg hopes to increase its membership in LinkedIn to at least 1832 - the year the College was founded - by Founders Day on April 7. <br />
  21. 21. Results<br />“I saw a job posting by '07 Grad for an entry level position. I reached out to with an email and then we spoke for about 20 minutes. It seemed as if the position had already been filled and I got off the phone feeling dejection for the 183rd time this year.<br /> She phoned me two hours later explaining that her supervisor would love to meet me and asked if I could come for an interview. They called me and made the offer, only one week after I had inquired about it online through your Gettysburg College Professional Network. <br />It is the reason I had a chance in the first place. I start tomorrow and can't wait to begin working. ”<br />Started at 1,150<br />Today at 2,100<br />18 subgroups<br />Discussions<br />
  22. 22. Check in<br />#staff10<br />
  23. 23. St. Olaf Multimedia<br />Daily chapel<br />Concerts & recitals<br />Athletic events<br />Academic presentations<br />Sing for Joy<br />Campus webcams<br />
  24. 24. St. Olaf Multimedia Stats<br />13,022 viewers from 78 countries<br />43 minute average view time<br />373 full days' worth of content<br />88.1% of our users come from off campus.<br />Archive 2X viewership of live streams.<br />
  25. 25. GiveMN.org<br />Razoo.com, Network for Good, Foundations<br />$100,000 challenge. Each gift received a portion of challenge.<br />3,434 eligible non-profits<br />24 hours<br />Live top 10 ranking<br />Processing costs covered<br />
  26. 26. GiveMN.org Results<br />Overall – $14 million, 38,778 donors.<br />631 donors (86 new/irregular donors)<br />$187,039<br />2nd in gift amount, 5th in participation<br />00s, 70s, 90s, all decades represented 1930+<br />Avg gift - $284, range - $10-$ 11,040<br />
  27. 27. GiveMN.org Future<br />Find own challenge $<br />“March Goodness” championship?<br />Personal fundraising tools<br />
  28. 28. Mobile Marketing - Basics<br />Do you have a mobile version of your website?<br />www.gettysburg.edu/m<br />How do your emails look on an iPhone or blackberry?<br />Can people easily find phone numbers/contact information.<br />MGive?<br />
  29. 29. Integrating Social Media and Mobile Marketing Programs<br />Matt Fedde, Associate Director of Annual GivingSt. Olaf Collegefedde@stolaf.edu<br />Paul Redfern, Director of Web Communications and Electronic Media, Gettysburg College<br />predfern@gettysburg.edu@coachfernhttp://highedwebmarketing.wordpress.com/<br />
  30. 30. If we run short of topics…<br />Text giving<br />Facebook<br />Twitter<br />Blogs<br />Email<br />Sustaining support programs, EFTs etc.<br />“Give green” programs<br />
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