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The Medium is the Message - iModule's #Sizzler14

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Many of us are simply repurposing content verbatim on our site, Facebook, Twitter, LinkedIn, Tumblr, YouTube, and more. But, to succeed, we need to tailor the type and delivery of content to the …

Many of us are simply repurposing content verbatim on our site, Facebook, Twitter, LinkedIn, Tumblr, YouTube, and more. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. And we must integrate our content across online and offline channels. This session will explore successful brand voices tailored specifically for different social networks and showcase a number of case studies highlighting effective integrated marketing campaigns from admissions and advancement offices at institutions nationwide.

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  • 1. m The Medium is The Message #sizzler14 @mallorywood Tuesday, July 29, 14
  • 2. m Mallory Wood Director of Marketing @MalloryWood Tuesday, July 29, 14
  • 3. m “It’s not about us, it’s about the audience we want to reach.” - @SusanTEvans #sizzler14 Tuesday, July 29, 14
  • 4. m Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4 Tuesday, July 29, 14
  • 5. m http://mstnr.me/2014SurveyFindings Tuesday, July 29, 14
  • 6. m 58% consider Twitter to be a successful tool, up from 49% last year. Instagram use jumped 15% in one year. In their first year on the survey, Vimeo and Vine are used by 16% and 9% respectively. Top-Line Results: Tuesday, July 29, 14
  • 7. m Tuesday, July 29, 14
  • 8. 2014 E-Expectations Tuesday, July 29, 14
  • 9. 2014 E-Expectations Tuesday, July 29, 14
  • 10. m Higher ed has earned a reputation for sameness. Tuesday, July 29, 14
  • 11. m Raise your hand if you communicate with external audiences on behalf of your institution. Tuesday, July 29, 14
  • 12. m Our channels must tell a consistent story and mutually reinforce each other. #sizzler14 http://mstnr.me/mFLoB Tuesday, July 29, 14
  • 13. m Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like, and trust. What’s the definition? @ducttape Tuesday, July 29, 14
  • 14. m Overcome increased audience fragmentation by integrating your channels. #sizzler14 Tuesday, July 29, 14
  • 15. m Intentionally blend online and offline tools and tactics around a single marketing strategy. What’s the approach? @ducttape Tuesday, July 29, 14
  • 16. Tuesday, July 29, 14
  • 17. m We must tailor the type and delivery of content to the platform for it to truly resonate with our followers. #sizzler14 Tuesday, July 29, 14
  • 18. m Cross-promote Tuesday, July 29, 14
  • 19. m Cross-promote: Oberlin College Tuesday, July 29, 14
  • 20. m Tuesday, July 29, 14
  • 21. m Tuesday, July 29, 14
  • 22. m Tuesday, July 29, 14
  • 23. m Tuesday, July 29, 14
  • 24. m Tuesday, July 29, 14
  • 25. m Tuesday, July 29, 14
  • 26. m “If we have good content, we need to give it a longer shelf life than the day we click publish.” @plautmaayan #sizzler14 Tuesday, July 29, 14
  • 27. m Cross-promote: University of Rochester #whatsinthesafe Tuesday, July 29, 14
  • 28. m Cross-promote: University of Rochester Tuesday, July 29, 14
  • 29. m Cross-promote: University of Rochester Tuesday, July 29, 14
  • 30. m Cross-promote: University of Rochester Tuesday, July 29, 14
  • 31. m Cross-promote: University of Rochester Tuesday, July 29, 14
  • 32. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, July 29, 14
  • 33. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, July 29, 14
  • 34. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, July 29, 14
  • 35. m #UChiLaw13 Tuesday, July 29, 14
  • 36. m • 93 posts using hashtags across all platforms • 792 visits to UChiLaw13 page • 443 views of Storify recap • 126 clicks on Spotify playlist • 63 clicks on Tagboard link • Weekly Total Reach on FB increased 88% The Results: Tuesday, July 29, 14
  • 37. m Ampersandbox.WM.edu Cross-promote: William & Mary Tuesday, July 29, 14
  • 38. m Tuesday, July 29, 14
  • 39. m Tuesday, July 29, 14
  • 40. m Tuesday, July 29, 14
  • 41. m Campaigns Tuesday, July 29, 14
  • 42. m Plan Set Up Communicate Execute Measure The Approach: Tracking Listening Reporting Platform Setup Design Research Brainstorm Strategies Objectives KPI On-Campus Buy-in Content Production Recruitment Tuesday, July 29, 14
  • 43. m Campaigns: Suffolk University FlatRammy.com Tuesday, July 29, 14
  • 44. m • Introduce and generate interest of prospective students through an on-brand message delivered through their trusted influencers. • Cultivate brand affinity before day one. • Attribute making new friends to FlatRammy • Brag to peers about Suffolk. The Goals: Tuesday, July 29, 14
  • 45. Campaigns: Suffolk University Tuesday, July 29, 14
  • 46. Campaigns: Suffolk University Tuesday, July 29, 14
  • 47. Campaigns: Suffolk University Tuesday, July 29, 14
  • 48. Campaigns: Suffolk University Tuesday, July 29, 14
  • 49. m Campaigns: Florida State Tuesday, July 29, 14
  • 50. m “The best thing we could do was reach out to members where they were and how they were communicating.” - Daniel Krueger, Assistant Director of Annual Giving Campaigns: Florida State Tuesday, July 29, 14
  • 51. Campaigns: Fordham University Tuesday, July 29, 14
  • 52. m The Goal: Influence yield of admitted undergraduate students planning to enroll in Fall 2014. Tuesday, July 29, 14
  • 53. m The Audience: Active social media users. 17-19-year-olds. Admitted. Tuesday, July 29, 14
  • 54. m The Strategy: Leverage popular platforms to generate excitement about choosing Fordham. Tuesday, July 29, 14
  • 55. m The Inspiration: Tuesday, July 29, 14
  • 56. m • Reach 90 percent of all admitted students. • Prompt 100 admitted students to generate content. • Attract 150 new followers on Tumblr and Instagram. Tuesday, July 29, 14
  • 57. m The Tools: Visual, popular among target audience, growing Visual, popular among target audience, growing Tuesday, July 29, 14
  • 58. m Tuesday, July 29, 14
  • 59. mm FordhamUniversity.Tumblr.com Tuesday, July 29, 14
  • 60. m The Results: 58% Open Rate 3.2% Click Rate 3 Emails Tuesday, July 29, 14
  • 61. m The Results: 3,200+ Pageviews 900+ Visitors 63 New Followers 21 On-Page Likes Tuesday, July 29, 14
  • 62. m The Results: 6,238 Public Likes 511 Public Comments 282 Total Posts 180 Public Participants 99 Unique Participants Tuesday, July 29, 14
  • 63. m Tuesday, July 29, 14
  • 64. m Tuesday, July 29, 14
  • 65. m • Reach 90 percent of all admitted students. ✓Prompt 100 admitted students to generate content. ✓Attract 150 new followers on Tumblr and Instagram. Tuesday, July 29, 14
  • 66. m http://mstnr.me/Fordham4Me Tuesday, July 29, 14
  • 67. EDUniverse.org/SocialWorks Campaigns: Social Works Tuesday, July 29, 14
  • 68. m Gamification Tuesday, July 29, 14
  • 69. Gamification: Georgetown Tuesday, July 29, 14
  • 70. Tuesday, July 29, 14
  • 71. m • Insert added in direct mail pieces • Phone-a-thon students added a message about the campaign • 63 online ambassadors helped spread the word day-of Spreading the Word: Tuesday, July 29, 14
  • 72. m • 1,514 gifts from seven markets • $529,000 raised in 27 hours • 898 new donors • Alumni giving participation rate increased from 28% to 35% The Results: Tuesday, July 29, 14
  • 73. m Integrate Tuesday, July 29, 14
  • 74. m Integrate: Webster University Webster.edu Tuesday, July 29, 14
  • 75. m Integrate: Trend, social in footer Tuesday, July 29, 14
  • 76. m Integrate: Trend, social in footer Tuesday, July 29, 14
  • 77. m Integrate: Trend, social in footer Tuesday, July 29, 14
  • 78. m Integrate: Trend, social in footer Tuesday, July 29, 14
  • 79. m Integrate: Trend, social in footer Tuesday, July 29, 14
  • 80. m Integrate: Brown University Tuesday, July 29, 14
  • 81. m 250.Brown.edu/social-media Tuesday, July 29, 14
  • 82. Thank you! Questions? Mallory Wood Director of Marketing mallory.wood@mStoner.com 802.457.9234 @MalloryWood m Tuesday, July 29, 14
  • 83. m Bonus slides Tuesday, July 29, 14
  • 84. m Goals always come before tools. Always. #sizzler14 Tuesday, July 29, 14
  • 85. m Examples of measurable objectives • Increase followers by ___% • Increase content sharing ___% • Increase website traffic ___% • Increase applications ___% • Increase attendance at events by ___% Tuesday, July 29, 14

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