Social Media Campaigns


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Presentation given at the CASE Social Media Conference, Chicago, IL, on 15 April 2010.

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Social Media Campaigns

  1. 1. Campa igns : Now t hat TWITTE R & FACEBO OK a re n ’t enough !
  2. 2. @me @mStonerblog +1.802.457.2889 m: +1.312.622.6930
  3. 3. Owning a spatula doesn’t make you a chef. thanks to @tsand
  4. 4. Everything is connected to everything else.
  5. 5. CAS E STUDY Obama fo r Ameri ca
  6. 6. the numbers profiles >2,000,000 online profiles email >13,000,000 on list; >1,000,000,000 emails website 8,500,000 visitors/month at peak presences on 16 social networks social networks >5,000,000 friends > 1,800 “official” videos YouTube 442,000 user-generated videos
  7. 7. results donors 3,000,000; contributed >6,500,000 times volunteers 35,000 volunteer groups events >200,000 offline events Facebook >2,000,000 friends/>50% worked for OBA YouTube advertising buy = $47,000,000 phone calls >3,000,000 personal calls in last 4 days events 35,000 groups held >200,000 events
  8. 8. W HAT lessons ca n we l ea r n f ro m OBA? resource :
  9. 9. staff! budget integration culture Obama personal brand losing control was OK findability and SEO online + offline = WOW!
  10. 10. CASE STUDY OSU: Powered by Ora nge resource :
  11. 11. channels web website & blog map Google Map w/PBO pins other SM Twitter, Facebook, LinkedIn merchandise PBO t-shirts & tschotskes real world store signs, bus wraps, ads personal meetings, displays,
  12. 12. Search ABOUT PBO BLOG ORANGE SPOTLIGHT ALUMNI BUSINESSES VIDEOS AND PHOTOS GET ORANGE STUFF BEAVER MARKETPLACE PARTICIPATE Orchard View Farms MAP YOURSELF 87 students stopped by the MU chosen for this month's Orange Spotlight. to share their PBO stories on OSU’S IMPACT March 31. We know there are thousands more. CAMPUS BANNERS Share your story OSU ALUMNI ASSOCIATION Our Impact ORANGE SPOTLIGHT Leading the Green Do you know a business that: From the PBO Blog Revolution: OSU is a recognized national leader in teaching, Is owned by an OSU alum April 9, 2010 research, service and Has lots of OSU alums OSU Press author Robin Cody management practices enhancing working there releases first book in 15 years sustainability and environmental responsibility. The university’s Supports OSU April 1, 2010 progressive work in these areas Drives innovation Family Trees are a major reason why Corvallis repeatedly has been named Supports economic growth March 31, 2010 among America’s top green, Serves in the community Share your Powered by Orange sustainable and livable cities, story and why others in higher asdfasfasf education look to OSU's If you know a business that fits authentic, holistic approach as a this description then please nominate them for the Orange Spotlight. An model for other campuses. honor that will go to one business every month starting in April. At the more on OSU's impact end of august we will be giving away two OSU Football season tickets to one lucky person who has nominated a business. Contact us with your comments, questions, and feedback Powered by Orange v2.0 Oregon State University Corvallis, Oregon 97331-4501 phone: 541-737-1000 Copyright © 2010 Oregon State University | OSU Disclaimer
  13. 13. impact on the economy, environment I make a positive and community. I turn OSU’s enduring purpose into action. I am...
  14. 14. results >27,000 distinctive participants On 21 September, 22% of visits from PDX Facebook: 3,137; LinkedIn: 2,800; Twitter: 460 Other units taking up PBO theme
  15. 15. CASE STUDY NMHBook resource :
  16. 16. Search Create Account or Sign In Home Videos Channels Shows Subscriptions History Upload nmhschool nmhschool's Channel Subscribe All Uploads Favorites Playlists Uploads (24) Athlete of the Week 19 views - 1 day ago NMH: Academic Intelligence 55 views - 1 week ago NMH Dance-off, October 2009 153 views - 1 week ago see all Favorites (5) Northfield Mount Hermon School Varsity Field Hockey 2008 mace213 - 667 views NMH SS activities announcement dbkhoa - 305 views Info Comments Favorite Share Playlists Flag NMH Basketball 06-07 Athlete of the Week 0 ratings DakiddBM - 6,612 views From: nmhschool | November 10, 2009 | 19 views Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all- see all school meeting, this little vid introduced the announcement. View comments, related videos, and more nmhschool Recent Activity Subscribe nmhschool uploaded a new video (1 day ago) Add as Friend | Athlete of the Week Block User | Send Message Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all-school meeting, this li... more nmhschool uploaded a new video (1 week ago) Profile NMH: Academic Intelligence Channel Views: 2,017 At Northfield Mount Hermon, teachers have ambitions... for students and their achievements in the classroom. Age: 34 Joined: July 17, 2008 nmhschool uploaded a new video (1 week ago) Last Sign In: 1 day ago NMH Dance-off, October 2009 NMH students hold intramurals of all kinds. One of the wackiest (and most competitive Videos Watched: 154 and creative) in the interdorm dance competition. Subscribers: 15 nmhschool uploaded a new video (3 weeks ago) Northfield Mount Hermon School YouTube channel NMH: Direct Yourself Country: United States Hear from a Northfield Mount Hermon student about the opportunities to direct your own experiences at NMH, whether it's an art project, your academ... more nmhschool uploaded a new video (1 month ago) Subscriptions (2) NMH: Learning And Diversity Hear from Northfield Mount Hermon students and a teacher on how different points of view lead to different kinds of conversations. mace213 mace213 Subscribers (15) mstonerinc hermanhj xalwayzbo... sporter59 EddieH467 dannylau328 Grainne01 see all Channel Comments (1) musicgirl902 (3 months ago) Go NMH!!! Add Comment
  17. 17. Current Students Apply Alumni Calendar Parents Contact Us Faculty & Staff Visit NMH Search Email Print NMH ON NMH ON NMH BLOGS John H. Wilson New book — Asylum: inside November 11, 2009 8:33am the closed world of state mental hospitals Congratulations on the launch of Wednesday, November 11, 2009 - the Facebook site. Loved the 09:30 photos, especially since I was just there. Would have liked a ... closeup of Boulger Who is Patricia O’Brien? Vinh Vinny Nguyen Wednesday, November 11, 2009 - November 11, 2009 10:51am 08:49 Hi, I am Vinny, I attended NMH Patricia O'brien sitting at her in 94 and my sister in 96 97. I desk in Schauffler Library. have one BIG question that I am Patricia O’... dying to know: which campus is now closed? I know now it's MH This Week in NMH History campus, but I don't remember 2009-10 #11 what the name of my campus, Wednesday, November 11, 2009 - but my campus had West Gould 08:28 dorm and a stone gray church. There was a girl campus name 30 Years Ago from The Bridge, Marquee or so. can someone vol. 11, no. 6; p. 2 (November answer my question please, I 14, 1979) You Can... need to know. more Northfield Mount Hermon School Next NMH ON November 10, 2009 9:16pm @boardingschools NMH has We relaunched our website launched the brand new website! today. We are a little biased NMH ON Check it out at (and very modest). We think it's #school — pretty cool. Athlete of the Week about 1 day 1 hour ago from web 19 hours 11 min ago Northfield Mount Hermon Reply | View Tweet School November 8, 2009 2:25pm @boardingschools 11 NMHers in The NYT ran a story on prep the class of 2010 have earned a schools like NMH and what the NMH: Academic Intelligence perfect 800 on their SAT Math economic downturn means for 1 week 5 days ago Sections this year! #schools — financial aid. (We are giving about 1 day 3 hours ago more than $7 million in aid to from web families this year.) The bottom Reply | View Tweet line: It's a good time to support your favorite school. NMH Dance-off, October 2009 @boardingschools check out all More 1 week 5 days ago of our @flickr photos from the weekend's incredible dance performances! #goodtimes — about 2 days 5 hours ago NMH: Direct Yourself from web 3 weeks 5 days ago Reply | View Tweet More NMH: Learning And Diversity 4 weeks 5 days ago More Employment Opportunities | Directory Northfield Mount Hermon © 2009 Northfield Mount Hermon Privacy Policies One Lamplighter Way | Mount Hermon, MA 01354 Tel 413.498.3000 |
  18. 18. CASE STUDY Emory U The Blu e Pi g resource :
  19. 19. CASE STUDY Worcester Academy WAMash resource :
  20. 20. CASE STUDY W&M Masco t Search
  21. 21. channels email e-newletters, digests, email from prez alumni magazine, newsletters, student periodicals newspaper web, Alumni Assn, Tribe Athletics Facebook former mascot YouTube W&M channel blogs mascot choice/old mascot
  22. 22. results 839 mascot suggestions/90 days 11,183 survey completions/4 wks 3,345 view of mascot search YouTube vid 16,913 unique visits of finalist unveiling earned media= Daily Show, WaPo, ESPN, USA Today, CHE, etc.
  23. 23. URLs blog: Facebook: Twitter: @WMMascot YouTube: Flickr: Daily Show:
  24. 24. B e st P racti ces
  25. 25. multiple channels multiple sources of content sense of humor planned evolution results phone calls real world
  26. 26. Case Studies Northfield Mount Hermon: Flight of the Flyers: budurl/xmcz PBO:; Emory University Blue Pig: Worcester Academy, WAMash:
  27. 27. photo credit: psd on flickr