When Facebook & Twitter Aren't Enough

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This is the handout from a session I did at the CASE V conference in December, 2009. It focuses on awareness building, fundraising, and other campaigns with a significant social media component--and strong integration with other channels, including print, environmental, face-to-face, email, etc.

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When Facebook & Twitter Aren't Enough

  1. 1. Now that Twitter & Facebook Aren’t Enough integrating social media into your advancement toolkit CASE V Sunday, 13 December 2009 mStoner
  2. 2. @ me michael.stoner@mstoner.com mStonerblog.com mStoner.com www.linkedin.com/in/mstoner twitter: @mstonerblog slideshare.net/mstonervt mStoner page 2
  3. 3. Agenda • Look closely at multi-channel campaigns • Explore how they social media as key channels • Evaluate what makes them effective • Discuss what you’ve learned from them • Q&A mStoner page 3
  4. 4. Everything is connected to everything else. mStoner page 4
  5. 5. Case study: Obama for America mStoner
  6. 6. What lessons can we learn from the Obama campaign? Lessons for Advancement from Obama for America: budurl.com/zj4v mStoner page 13
  7. 7. Case Study: Powered By Orange (poweredbyorange.com) mStoner
  8. 8. LEARN Search Learn about Oregon State University's impact on Oregon ABOUT PBO and the world. Then help us tell the story. BLOG tell me more DOWNLOADS CONNECT MAP YOURSELF Connect with thousands of OSU alumni, students and friends via OSU’S IMPACT our social media tools and Google map. VIDEOS AND PHOTOS add a dot ALUMNI BUSINESSES ENGAGE Oregon State is making a difference in your community. CAMPUS BANNERS Support the Beaver businesses Learn how OSU is leading Oregon's economic recovery. that are powering our OSU ALUMNI communities and Oregon's economic recovery. ASSOCIATION find out more From the PBO Blog Our Impact ABOUT PBO November 11, 2009 You are Powered by Oregon State salutes its Living the Land Grant Mission: As Oregon’s Land Grant Orange – the students, veterans university, OSU mindfully alumni, faculty and November 6, 2009 pioneers ever more creative, far- friends of Oregon State University – making a Road Trip Nation bus heads to reaching ways to fulfill the positive difference in Oregon State… mission that has defined its 140- year existence: Providing Oregon and beyond. October 27, 2009 educational opportunity for the Conserving our natural It’s a Haunted Homecoming residents in every corner of this resources. Finding state, through our undergraduate better ways to and graduate programs, generate clean energy. Extension Service and Addressing climate Experiment Stations. In so doing, change with sensible OSU increasingly establishes science. Promoting itself as one of America’s leading healthy living and Land Grant institutions, capturing disease prevention. the spirit of Abraham Lincoln’s Feeding a hungry Look for Powered by Orange MAX trains in Portland. dream that these campuses world. Protecting our serve as "the people’s colleges" water supplies. Driving innovation to create new products, new companies and greater prosperity. And living the land-grant mission to provide more on OSU's impact education and opportunity for all Oregonians. Power up! Upload your photos, videos and stories. Put your dot on the map. Get connected. Show the world how you’re Powered by Orange. OSU & Oregon: Recovery, Powered by Orange Oregon State University made unprecedented contributions in 2008-09 toward economic growth and sustainability for the state of Oregon, despite serious challenges to its own financial well being. Download this document to learn more. 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 © 2009 Oregon State University | OSU Disclaimer
  9. 9. impact on the economy, environment I make a positive and community. I turn OSU’s enduring purpose into action. I am...
  10. 10. PBO results • > 27,000 distinctive participants • On 21 September (launch), 22% of visits from PDX • Facebook: 3,137; LinkedIn, 2,800; PBO Twitter: 460 • Other units taking up PBO theme mStoner page 24
  11. 11. Case study: NMHBook (NMNSchool.org) mStoner
  12. 12. Text
  13. 13. 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
  14. 14. 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 www.nmhschool.org #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! http://bit.ly/Dk2cF #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 | info@nmhschool.org
  15. 15. Case study: The Blue Pig mStoner
  16. 16. Case study: WA Mash (wamash.com) mStoner
  17. 17. Best practices • Multiple channels • Multiple sources of content • Sense of humor • Planned evolution • Results mStoner page 40
  18. 18. Case Studies • Northfield Mount Hermon: budurl.com/pw89 • Flight of the Flyers.com: budurl/xmcz • PBO: budurl.com/f5n6; • Emory University Blue Pig: budurl.com/8bzy • Worcester Academy, WAMash: budurl.com/9e9f mStoner page 41

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