0
m
The Medium is
The Message
#psuweb @mallorywood
Tuesday, June 10, 14
m
Mallory Wood
Director of Marketing
@MalloryWood
Tuesday, June 10, 14
m
“It’s not about us, it’s
about the audience
we want to reach.” -
@SusanTEvans
Tuesday, June 10, 14
m
http://mstnr.me/2014SurveyFindings
Tuesday, June 10, 14
m
58% consider Twitter to be a successful
tool, up from 49% last year.
Instagram use jumped 15% in one year.
In their firs...
m
Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4
Tuesday, June 10, 14
m
Our channels must tell
a consistent story and
mutually reinforce each
other. #psuweb
http://mstnr.me/mFLoB
Tuesday, June...
m
Lots of talk about
branding at #psuweb.
Tuesday, June 10, 14
m
Higher ed has earned a
reputation for sameness.
Tuesday, June 10, 14
m
“Effective brand strategy
requires simple
messages.” - @debmaue
#psuweb
Tuesday, June 10, 14
m
Integrated marketing is the
combination of marketing tactics
to help deliver one marketing
strategy and more quickly bui...
m
Intentionally blend online and
offline tools and
tactics around a single
marketing strategy.
What’s the approach?
@ductt...
m
Overcome increased
audience fragmentation by
integrating your channels.
#psuweb
Tuesday, June 10, 14
Focus on your web presence.
Tuesday, June 10, 14
Develop flexible content.
Tuesday, June 10, 14
m
What is the challenge
we are trying to
meet?
Tuesday, June 10, 14
m
We must tailor the
type and delivery of
content to the platform
for it to truly resonate
with our followers.
#psuweb
Tue...
m
Cross-promote
Tuesday, June 10, 14
m
Cross-promote: George School
Tuesday, June 10, 14
m
Cross-promote: George School
Tuesday, June 10, 14
m
Ampersandbox.WM.edu
Cross-promote: William & Mary
Tuesday, June 10, 14
m
Tuesday, June 10, 14
m
Tuesday, June 10, 14
m
Tuesday, June 10, 14
m
Cross-promote: University of Chicago Law
#UChiLaw13
Tuesday, June 10, 14
m
Cross-promote: University of Chicago Law
#UChiLaw13
Tuesday, June 10, 14
m
Cross-promote: University of Chicago Law
#UChiLaw13
Tuesday, June 10, 14
m
#UChiLaw13
Tuesday, June 10, 14
m
• 93 posts using hashtags across all platforms
• 792 visits to UChiLaw13 page
• 443 views of Storify recap
• 126 clicks ...
m
Campaigns
Tuesday, June 10, 14
m
Plan
Set Up
Communicate
Execute
Measure
The Approach:
Tracking Listening Reporting
Platform Setup Design Research
Brains...
m
Campaigns: Suffolk University
FlatRammy.com
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Suffolk University
Tuesday, June 10, 14
Campaigns: Fordham University
Tuesday, June 10, 14
m
The Goal:
Influence yield of admitted
undergraduate students
planning to enroll in Fall 2014.
Tuesday, June 10, 14
m
The Audience:
Active social media users.
17-19-year-olds.
Admitted.
Tuesday, June 10, 14
m
The Strategy:
Leverage popular platforms
to generate excitement
about choosing Fordham.
Tuesday, June 10, 14
m
The Inspiration:
Tuesday, June 10, 14
m
• Reach 90 percent of all
admitted students.
• Prompt 100 admitted
students to generate
content.
• Attract 150 new follo...
m
The Tools:
Visual, popular among
target audience, growing
Visual, popular among
target audience, growing
Tuesday, June 1...
m
Tuesday, June 10, 14
mm
FordhamUniversity.Tumblr.com
Tuesday, June 10, 14
m
The Results:
58% Open Rate
3.2% Click Rate
3 Emails
Tuesday, June 10, 14
m
The Results:
3,200+ Pageviews
900+ Visitors
63 New Followers
21 On-Page Likes
Tuesday, June 10, 14
m
The Results:
6,238 Public Likes
511 Public Comments
282 Total Posts
180 Public Participants
99 Unique Participants
Tuesd...
m
Tuesday, June 10, 14
m
Tuesday, June 10, 14
m
• Reach 90 percent of all
admitted students.
✓Prompt 100 admitted
students to generate content.
✓Attract 150 new followe...
m
http://mstnr.me/Fordham4Me
Tuesday, June 10, 14
EDUniverse.org/SocialWorks
Campaigns: Social Works
Tuesday, June 10, 14
m
Gamification
Tuesday, June 10, 14
Gamification: Georgetown
Tuesday, June 10, 14
Tuesday, June 10, 14
m
• Insert added in direct mail pieces
• Phone-a-thon students added a
message about the campaign
• 63 online ambassadors ...
m
• 1,514 gifts from seven markets
• $529,000 raised in 27 hours
• 898 new donors
• Alumni giving participation rate
incre...
m
Integrate
Tuesday, June 10, 14
m
Integrate: Webster University
Webster.edu
Tuesday, June 10, 14
m
Integrate: Trend, social in footer
Tuesday, June 10, 14
m
Integrate: Trend, social in footer
Tuesday, June 10, 14
m
Integrate: Trend, social in footer
Tuesday, June 10, 14
m
Integrate: Trend, social in footer
Tuesday, June 10, 14
m
Integrate: Trend, social in footer
Tuesday, June 10, 14
m
Integrate: Brown University
Tuesday, June 10, 14
m
250.Brown.edu/social-media
Tuesday, June 10, 14
Thank you! Questions?
Mallory Wood
Director of Marketing
mallory.wood@mStoner.com
802.457.9234
@MalloryWood
m
Tuesday, Jun...
m
Bonus slides
Tuesday, June 10, 14
m
Goals always come
before tools. Always.
#psuweb
Tuesday, June 10, 14
m
Examples of measurable objectives
• Increase followers by ___%
• Increase content sharing ___%
• Increase website traffi...
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The Medium is the Message #psuweb14

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This is Mallory Wood's talk from the Web Conference at Penn State in June 2014.

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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Transcript of "The Medium is the Message #psuweb14"

  1. 1. m The Medium is The Message #psuweb @mallorywood Tuesday, June 10, 14
  2. 2. m Mallory Wood Director of Marketing @MalloryWood Tuesday, June 10, 14
  3. 3. m “It’s not about us, it’s about the audience we want to reach.” - @SusanTEvans Tuesday, June 10, 14
  4. 4. m http://mstnr.me/2014SurveyFindings Tuesday, June 10, 14
  5. 5. 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, June 10, 14
  6. 6. m Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4 Tuesday, June 10, 14
  7. 7. m Our channels must tell a consistent story and mutually reinforce each other. #psuweb http://mstnr.me/mFLoB Tuesday, June 10, 14
  8. 8. m Lots of talk about branding at #psuweb. Tuesday, June 10, 14
  9. 9. m Higher ed has earned a reputation for sameness. Tuesday, June 10, 14
  10. 10. m “Effective brand strategy requires simple messages.” - @debmaue #psuweb Tuesday, June 10, 14
  11. 11. 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, June 10, 14
  12. 12. m Intentionally blend online and offline tools and tactics around a single marketing strategy. What’s the approach? @ducttape Tuesday, June 10, 14
  13. 13. m Overcome increased audience fragmentation by integrating your channels. #psuweb Tuesday, June 10, 14
  14. 14. Focus on your web presence. Tuesday, June 10, 14
  15. 15. Develop flexible content. Tuesday, June 10, 14
  16. 16. m What is the challenge we are trying to meet? Tuesday, June 10, 14
  17. 17. m We must tailor the type and delivery of content to the platform for it to truly resonate with our followers. #psuweb Tuesday, June 10, 14
  18. 18. m Cross-promote Tuesday, June 10, 14
  19. 19. m Cross-promote: George School Tuesday, June 10, 14
  20. 20. m Cross-promote: George School Tuesday, June 10, 14
  21. 21. m Ampersandbox.WM.edu Cross-promote: William & Mary Tuesday, June 10, 14
  22. 22. m Tuesday, June 10, 14
  23. 23. m Tuesday, June 10, 14
  24. 24. m Tuesday, June 10, 14
  25. 25. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, June 10, 14
  26. 26. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, June 10, 14
  27. 27. m Cross-promote: University of Chicago Law #UChiLaw13 Tuesday, June 10, 14
  28. 28. m #UChiLaw13 Tuesday, June 10, 14
  29. 29. 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, June 10, 14
  30. 30. m Campaigns Tuesday, June 10, 14
  31. 31. 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, June 10, 14
  32. 32. m Campaigns: Suffolk University FlatRammy.com Tuesday, June 10, 14
  33. 33. Campaigns: Suffolk University Tuesday, June 10, 14
  34. 34. Campaigns: Suffolk University Tuesday, June 10, 14
  35. 35. Campaigns: Suffolk University Tuesday, June 10, 14
  36. 36. Campaigns: Suffolk University Tuesday, June 10, 14
  37. 37. Campaigns: Suffolk University Tuesday, June 10, 14
  38. 38. Campaigns: Suffolk University Tuesday, June 10, 14
  39. 39. Campaigns: Fordham University Tuesday, June 10, 14
  40. 40. m The Goal: Influence yield of admitted undergraduate students planning to enroll in Fall 2014. Tuesday, June 10, 14
  41. 41. m The Audience: Active social media users. 17-19-year-olds. Admitted. Tuesday, June 10, 14
  42. 42. m The Strategy: Leverage popular platforms to generate excitement about choosing Fordham. Tuesday, June 10, 14
  43. 43. m The Inspiration: Tuesday, June 10, 14
  44. 44. m • Reach 90 percent of all admitted students. • Prompt 100 admitted students to generate content. • Attract 150 new followers Tuesday, June 10, 14
  45. 45. m The Tools: Visual, popular among target audience, growing Visual, popular among target audience, growing Tuesday, June 10, 14
  46. 46. m Tuesday, June 10, 14
  47. 47. mm FordhamUniversity.Tumblr.com Tuesday, June 10, 14
  48. 48. m The Results: 58% Open Rate 3.2% Click Rate 3 Emails Tuesday, June 10, 14
  49. 49. m The Results: 3,200+ Pageviews 900+ Visitors 63 New Followers 21 On-Page Likes Tuesday, June 10, 14
  50. 50. m The Results: 6,238 Public Likes 511 Public Comments 282 Total Posts 180 Public Participants 99 Unique Participants Tuesday, June 10, 14
  51. 51. m Tuesday, June 10, 14
  52. 52. m Tuesday, June 10, 14
  53. 53. m • Reach 90 percent of all admitted students. ✓Prompt 100 admitted students to generate content. ✓Attract 150 new followers on Tumblr and Instagram. Tuesday, June 10, 14
  54. 54. m http://mstnr.me/Fordham4Me Tuesday, June 10, 14
  55. 55. EDUniverse.org/SocialWorks Campaigns: Social Works Tuesday, June 10, 14
  56. 56. m Gamification Tuesday, June 10, 14
  57. 57. Gamification: Georgetown Tuesday, June 10, 14
  58. 58. Tuesday, June 10, 14
  59. 59. 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, June 10, 14
  60. 60. 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, June 10, 14
  61. 61. m Integrate Tuesday, June 10, 14
  62. 62. m Integrate: Webster University Webster.edu Tuesday, June 10, 14
  63. 63. m Integrate: Trend, social in footer Tuesday, June 10, 14
  64. 64. m Integrate: Trend, social in footer Tuesday, June 10, 14
  65. 65. m Integrate: Trend, social in footer Tuesday, June 10, 14
  66. 66. m Integrate: Trend, social in footer Tuesday, June 10, 14
  67. 67. m Integrate: Trend, social in footer Tuesday, June 10, 14
  68. 68. m Integrate: Brown University Tuesday, June 10, 14
  69. 69. m 250.Brown.edu/social-media Tuesday, June 10, 14
  70. 70. Thank you! Questions? Mallory Wood Director of Marketing mallory.wood@mStoner.com 802.457.9234 @MalloryWood m Tuesday, June 10, 14
  71. 71. m Bonus slides Tuesday, June 10, 14
  72. 72. m Goals always come before tools. Always. #psuweb Tuesday, June 10, 14
  73. 73. m Examples of measurable objectives • Increase followers by ___% • Increase content sharing ___% • Increase website traffic ___% • Increase applications ___% • Increase attendance at events by ___% Tuesday, June 10, 14
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