#Fordham4Me Social Campaign Basics

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High school seniors are often willing to shift their social media use to a platform that suits them best. And to capture their attention, colleges and universities best be willing to shift with them. In this webinar, we'll tackle the key components of a successful social media campaign at Fordham University, #Fordham4Me. This campaign specifically targeted admitted students, aimed at influencing yield. And it relied less on the social stalwarts Facebook and Twitter, and more on the popular programs Instagram and Tumblr. We'll tackle strategy, tactics, and how they measured success in a campaign aimed at influencing yield among the admitted student class.

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#Fordham4Me Social Campaign Basics

  1. 1. m #Fordham4Me Social Media Basics
  2. 2. m Patrick Powers Project Manager @patrickjpowers Donna Lehmann Director of Online Communications @donnajl
  3. 3. m #mStonerNow
  4. 4. What we’ll cover: • Planning • Set Up • Communications • Execution • Measurement • Lessons Learned m
  5. 5. m Our Questions: Is social media the answer? What makes a good social media campaign? How do you “plan” for spontaneity?
  6. 6. m Plan Set Up Communicate Execute Measure The Approach:
  7. 7. m Plan Set Up Communicate Execute Measure The Approach: Brainstorm Strategies Objectives KPI
  8. 8. m Background
  9. 9. m What is the challenge we are trying to meet?
  10. 10. m The Goal: Influence yield of admitted undergraduate students planning to enroll in Fall 2014.
  11. 11. m Who is our audience?
  12. 12. m The Audience: Active social media users. 17-19-year-olds. Admitted.
  13. 13. m The Inspiration:
  14. 14. m The Strategy: Leverage popular platforms to generate excitement about choosing Fordham.
  15. 15. m • Reach 90 percent of all admitted students. • Prompt 100 admitted students to generate content. • Attract 150 new followers on Tumblr and Instagram.
  16. 16. m The Tactics: Visual, popular among target audience, growing Visual, popular among target audience, growing
  17. 17. m Plan Set Up Communicate Execute Measure The Approach: Brainstorm Strategies Objectives KPI Platform Setup Design Research
  18. 18. m The Social Media Landscape: 33K likes; heavy on news 8,600 followers; heavy on news 378 followers; campus beauty No Presence
  19. 19. mm
  20. 20. m Plan Set Up Communicate Execute Measure The Approach: Brainstorm Strategies Objectives KPI Platform Setup Design Research On-Campus Buy-in
  21. 21. m Plan Set Up Communicate Execute Measure The Approach: Brainstorm Strategies Objectives KPI Platform Setup Design Research On-Campus Buy-in Content Production Recruitment
  22. 22. m
  23. 23. m
  24. 24. m Plan Set Up Communicate Execute Measure The Approach: Brainstorm Strategies Objectives KPI Platform Setup Design Research On-Campus Buy-in Content Production Recruitment Tracking Listening Reporting
  25. 25. m The Results (to date)
  26. 26. m The Results: 58% Open Rate 3.2% Click Rate 3 Emails
  27. 27. m The Results: 3,200+ Pageviews 900+ Visitors 63 New Followers 21 On-Page Likes
  28. 28. m The Results: 6,238 Public Likes 511 Public Comments 282 Total Posts 180 Public Participants 99 Unique Participants
  29. 29. m
  30. 30. m
  31. 31. m • Reach 90 percent of all admitted students. ✓Prompt 100 admitted students to generate content. ✓Attract 150 new followers on Tumblr and Instagram.
  32. 32. m What did we learn?
  33. 33. m Students show what they want their audience to see.
  34. 34. m
  35. 35. m Social content never stays in the same silo.
  36. 36. m
  37. 37. m Expectations need to be managed.
  38. 38. m The future needs to be a part of your plan.
  39. 39. m Questions for us?
  40. 40. Thank you! Donna Lehmann Director of Online Communications dlehmann1@fordham.edu 212.636.7209 @donnajl Patrick Powers Project Manager patrick.powers@mstoner.com 314.282.3982 @patrickjpowers m

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