Integrating Social Media and Mobile Marketing Programs
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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 ...

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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    Integrating Social Media and Mobile Marketing Programs Integrating Social Media and Mobile Marketing Programs Presentation Transcript

    • Integrating Social Media and Mobile Marketing Programs
      Paul Redfern, Director of Web CommunicationsGettysburg CollegeMatt Fedde, Associate Director of Annual GivingSt. Olaf College
      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?
    • Today
      Introductions
      Hashtag - #staff10
      Gettysburg College
      St. Olaf College
      Discussion/Questions
    • You
      What do you want to get out of today?
      Why are you here?
      What is one question you would like an answer to?
    • What is Social Media?
      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.
    • Why Bother?
      • 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 networks.
      • 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.
    • Gettysburg Philosophy and Strategy
      Each piece to the social media puzzle may be small but collectively they add up
      Social Media needs to be integrated into our traditional approach to communications and marketing
      Social Media is word of mouth marketing for prospective and current students as well as recent graduates
      We do not have control of the message and we can take advantage of that fact
      Social Media will play a critical role in the future of brand, marketing, and institutional visibility
    • Case Study
      Gettysburg College Cly-Del Challenge
      March and April 2010
      $150,000 dollar for dollar
      $50,000 for 500 New Donors
    • Facebook Ads between March 15, 2010 and March 22, 2010
      • 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
      • 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
    • Overall
      • 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)
      • 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
      • 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
    • Final Week
      • Met the dollar match
      • Over 100 donors needed
      • Peer to peer solicitation via news story
      • Facebook Fan Page / Homepage Updates
    • Results
      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.
      Of those donors, more than 600 gave for the first time in two years. This incredible generosity directly benefits our students.
    • Link in to the Gettysburg College professional network
      Gettysburg hopes to increase its membership in LinkedIn to at least 1832 - the year the College was founded - by Founders Day on April 7.
    • Results
      “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.
      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.
      It is the reason I had a chance in the first place. I start tomorrow and can't wait to begin working. ”
      Started at 1,150
      Today at 2,100
      18 subgroups
      Discussions
    • Check in
      #staff10
    • St. Olaf Multimedia
      Daily chapel
      Concerts & recitals
      Athletic events
      Academic presentations
      Sing for Joy
      Campus webcams
    • St. Olaf Multimedia Stats
      13,022 viewers from 78 countries
      43 minute average view time
      373 full days' worth of content
      88.1% of our users come from off campus.
      Archive 2X viewership of live streams.
    • GiveMN.org
      Razoo.com, Network for Good, Foundations
      $100,000 challenge. Each gift received a portion of challenge.
      3,434 eligible non-profits
      24 hours
      Live top 10 ranking
      Processing costs covered
    • GiveMN.org Results
      Overall – $14 million, 38,778 donors.
      631 donors (86 new/irregular donors)
      $187,039
      2nd in gift amount, 5th in participation
      00s, 70s, 90s, all decades represented 1930+
      Avg gift - $284, range - $10-$ 11,040
    • GiveMN.org Future
      Find own challenge $
      “March Goodness” championship?
      Personal fundraising tools
    • Mobile Marketing - Basics
      Do you have a mobile version of your website?
      www.gettysburg.edu/m
      How do your emails look on an iPhone or blackberry?
      Can people easily find phone numbers/contact information.
      MGive?
    • Integrating Social Media and Mobile Marketing Programs
      Matt Fedde, Associate Director of Annual GivingSt. Olaf Collegefedde@stolaf.edu
      Paul Redfern, Director of Web Communications and Electronic Media, Gettysburg College
      predfern@gettysburg.edu@coachfernhttp://highedwebmarketing.wordpress.com/
    • If we run short of topics…
      Text giving
      Facebook
      Twitter
      Blogs
      Email
      Sustaining support programs, EFTs etc.
      “Give green” programs