Social Campaigns in #HigherEd

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Social Campaigns in #HigherEd

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Nearly every college and university in America and internationally uses social media in student recruitment, alumni relations, institutional marketing, fundraising, or all of them. Today, many......

Nearly every college and university in America and internationally uses social media in student recruitment, alumni relations, institutional marketing, fundraising, or all of them. Today, many institutions are combining social channels with other online and offline channels to create integrated, multi-dimensional campaigns.

In this webinar, Mallory Wood, mStoner’s director of marketing, shares the key components of successful social media campaigns. Daniella Nordin, Skidmore College’s social media specialist, and Ashley Budd, Cornell University’s assistant director of social media strategy, join Mallory to present two brand new case studies on how their institutions have successfully used social networking to engage key audiences and drive real results.

Skidmore sought new ways to engage their alumni and current students through a photo contest, Skid’s on the Loose. By reaching out to these audiences over winter break, Daniella and her team were able to generate hundreds of user-submitted photos and lots of enthusiasm. Daniella will share details on the project, from conception to production to results, and how this campaign aligned with Skidmore’s strategic goals and marketing messages.

Cornell’s alumni affairs social media team recognized the importance of supporting the University’s fundraising efforts, specifically annual giving. Piloting one of the first social, crowdfunding campaigns in higher education, Ashley will share how she and her team successfully leveraged the online communities they developed to activate new donors, reactivate lapsed donors, and engage young alumni.

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  • 1. Social Campaigns in #HigherEd mStoner webinar Thursday, 27 February 2014 m Monday, March 10, 14
  • 2. m Mallory Wood Director of Marketing @mallorywood mStoner.com Monday, March 10, 14
  • 3. m Daniella Nordin Online Community Manager Skidmore College @daniellanordin Monday, March 10, 14
  • 4. m Ashley Budd Social Media Strategy Cornell University @ashley_budd ashleybudd.com Monday, March 10, 14
  • 5. m Social Media in #HigherEd Monday, March 10, 14
  • 6. m “Every campaign needs a plan.” - Michael Stoner, President and Co-Founder Monday, March 10, 14
  • 7. m Key Components • goals/objectives • audiences • channels, tools, and assets • staff/participation • marketing/promotion • timeline • budget • measurement Monday, March 10, 14
  • 8. m Goals/Objectives Monday, March 10, 14
  • 9. m Specific Measurable Attainable Relevant Timely Monday, March 10, 14
  • 10. m Marketing/Promotion Monday, March 10, 14
  • 11. m Measurement Monday, March 10, 14
  • 12. m Measurable objectives • Increase content sharing ___% • Increase website traffic ___% • Increase applications ___% • Increase attendance at events by ___% Monday, March 10, 14
  • 13. m “It’s not about us, it’s about the audience we want to reach.” #mStonerNow @SusanTEvans Monday, March 10, 14
  • 14. m Skids on the Loose! Monday, March 10, 14
  • 15. m Skids on the Loose! Monday, March 10, 14
  • 16. m Skids on the Loose! Monday, March 10, 14
  • 17. m Skids on the Loose! Monday, March 10, 14
  • 18. m Skids on the Loose! Monday, March 10, 14
  • 19. m Skids on the Loose! Monday, March 10, 14
  • 20. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 21. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 22. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 23. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 24. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 25. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 26. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 27. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 28. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 29. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 30. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 31. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 32. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 33. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 34. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 35. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 36. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 37. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 38. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 39. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 40. m Skids on the Loose Monday, March 10, 14
  • 41. m Skids on the Loose - Results • Year 1 • Mapped requests and results • 383/400 requests • Over 500 photos • Voting on Facebook only - 1,360 total votes • Year 2 • 153/400 requests (+ Skids already on the loose) • Over 300 photos • Voting using WishPond on our site - 987 votes • Overall vote on Facebook - additional 100 votes Monday, March 10, 14
  • 42. m Social Media Strategy at Cornell AAD • Community Management • Video production • Livestreaming • Media campaigns • Prospect research @Ashley_Budd @KeithHannon @AGossen Monday, March 10, 14
  • 43. m Crowdfunding Monday, March 10, 14
  • 44. m Crowdfunding at Cornell Monday, March 10, 14
  • 45. m Hypotheses • Crowdfunding will activate new donors. • Crowdfunding will reactivate lapsed donors. • Crowdfunding will engage young alumni. Monday, March 10, 14
  • 46. m Special considerations • Annual giving participation • Annual Fund solicitations • Donor experience and stewardship of small gifts • Fundraising experience for volunteers Monday, March 10, 14
  • 47. m Campaign Management • Project Manager — Cornell Alumni Affairs, IT Applications • Project Leads — Cornell Alumni Affairs, Social Media Strategy Team • Core Team — Annual Fund, IT Services, Marketing Communications, Metrics & Marketing, Prospect Research and Donor Relations • Platform Supplier — USEED Monday, March 10, 14
  • 48. m 10 week Campaign Process • Application & Interview • Orientation on crowdfunding platform • Three week coaching program for volunteer fundraisers • Four week campaign • Follow up and stewardship Monday, March 10, 14
  • 49. m ! Cornell University Crowdfunding Pilot Summary Dilmun Hill LGBTQ AguaClara Latina/o Studies CUAUV Baja Racing Global Health Raised: $6,780 Goal: $5,000 Supporters: 90 Raised: $18,105 Goal: $15,000 Supporters: 230 Raised: $32,365 Goal: $30,000 Supporters: 310 Raised: $14,811 Goal: $10,000 Supporters: 187 Raised: $10,641 Goal: $10,000 Supporters: 123 Raised: $21,306 Goal: $21,000 Supporters: 215 Raised: $10,576 Goal: $10,000 Supporters: 147 ! 0! 50! 100! 150! 200! 250! 1950s! 1960s! 1970s! 1980s! 1990s! 2000s! 2010s! Supporters by Decade Monday, March 10, 14
  • 50. m Results • 7 projects - All reached their goals. All overfunded. • 1,302 donors total • $114,584.00 total (average gift of $88.00) • 64% first-time donors • 13% lapsed donors • 27% young alumni (year 2000+) Monday, March 10, 14
  • 51. m Available now at eduniverse.org/socialworks, on Amazon, and in iBookstore. The case studies in Social Works will inspire college and university communicators, marketers, web team members, and other staff, offering models and details for highly successful initiatives. And, they will convince presidents and other senior leaders that social media is not just valuable, but essential, to achieving institutional goals. In short, Social Works belongs on the shelves (or on the e-readers) of college and university staff who want to learn how to get results with social media. EDUniverse Media eduniverse.org/socialworks “...a fun, must-read book for anyone charged with launching a social media-inspired project or convincing campus leaders to approve one.” - Shannon D. Smith, Associate Director, Teaching, Learning, and Professional Development, EDUCAUSE “...a must-read for higher education marketing and communications professionals.” - Teri Lucie Thompson, CMO & Vice President Marketing & Media, Purdue University “...specific examples and best practices for achieving success.” - Teresa Valerio Parrot, Principal, TVP Communications “...A fantastic good read ... for senior leadership. Social media must be part of every university’s strategy – this book helps the decision makers do a better job.” - Matthias Geering, Head Communications & Marketing, University of Basel, Switzerland Monday, March 10, 14
  • 52. m Thank you!Daniella Nordin Online Community Manager dnordin@skidmore.edu Ashley Budd Assistant Director, Social Media Strategy ash265@cornell.edu Mallory Wood Director of Marketing mallory.wood@mStoner.com 773.305.0537 x1042 Monday, March 10, 14
  • 53. m Questions? Monday, March 10, 14