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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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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