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So c ial media:
  TWITTE R &
   FACEBO OK
a re n ’t enough !
@us
         sevans@wm.edu
   director of creative services,
    College of William & Mary
          @susantevans
    facebook.com/susantevans
            757.221.1585

   michael.stoner@mstoner.com
          @mStonerblog
 mStoner.com/mStonerblog.com
     slideshare.net/mStoner
+1.802.457.2889/m: +1.312.622.6930
social media
white paper

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D ef in itions
social media
  web-based tools used for
     social interaction:
blogs; Flickr; YouTube; Yelp;
    SCVNGR; Facebook
campaign
    a focused effort to achieve
      goals using a variety of
channels appropriate to the results
              sought.
tr u e/false
myt h/reali ty
Everything
 is connected
to everything
      else.
   bit.ly/9uemQS
You
can control the
 conversation.
You
  don’t need a
 website if you
have Facebook.
case s t u d i es
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case studies
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case s t u dy

      PBO

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channels
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   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,
Search


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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
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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
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authentic, holistic approach as a
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model for other campuses.
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When Facebook & Twitter Aren't Enough
When Facebook & Twitter Aren't Enough
When Facebook & Twitter Aren't Enough
bit.ly/aSJZQZ+
When Facebook & Twitter Aren't Enough
case s t u dy

William & Mary
mascot search
William & Mary Mascot Search

         What we did.
         What we got.
        Why it mattered.
What we did.
» Open, transparent, and inclusive process to select a mascot


» Fun! (said the president)
Goals of the Internet campaign:
» encourage participation

» engage students as well as alumni and fans

» provide details to inform and educate stakeholders

» establish trust in the mascot committee and process

» build enthusiasm
Campaign components were:
» W&M mascot search website
» Blog
» Mascot Search group on Facebook
» @WMMascot on Twitter
» YouTube
» Flickr
» Traditional: campus portal, a bit of print (e.g., alumni
  magazine), e-newsletters, student newspapers

* Our former mascot had a blog and Facebook profile
How we used the channels…
» Website feedback on finalists

» Blog for details and updates

» Twitter for early announcements and sneak peeks

» Facebook for preview; discussion; make your own case;
  graphics of some of the suggestions

» YouTube for fun / distraction and key to THE LAUNCH

» Flickr for drawings of the 5 finalists and launch

» hub for background & links for ideas or feedback
“We kept up our end of the conversation.”

» design and graphics created consistent concept / brand
» used personal and informal tone
» built up community of interest by reinforcing all channels
» developed trust that social media was the way to find out and
  stay informed
» devoted time and energy to integrated social media content
What we got.
» Website traffic February 2007 – April 2010
  »239,300 hits
  »120,438 unique visitors
» 891 members (1,066 wall posts) on Facebook Group
» 1,360 followed @WMMascot on Twitter
» 252 comments on blog
» 4,370 channel views on W&M Mascot Search YouTube
» 2,237 views of mascot-related photos on Flickr
Suggestions and Feedback
» 839 suggestions in 90 days (44 states and DC
  represented)

» 16,913 unique visits to the mascot website on the day
  we unveiled the five finalists

» 11,183 completed feedback surveys in four-week period
  (December 7 – January 7)

» 22,000+ comments
Get me the Griffin!
» The mascot launch was an Internet & campus event. Alumni,
  parents, students, & fans not in Williamsburg took part

» Launch day: 21,025 hits; 7,505 unique visitors

» Launch day and beyond:

  »17,000+ views of YouTube video announcing

  »21,611 views of YouTube video introducing the Griffin
First appearance of the Griffin – April 6, 2010
Why it mattered.
Alumni love our new mascot.

» Social media allowed a conversation about our mascot
  search. (The W&M community had an easy way to
  share thoughts and impressions)

» With social media, we offered more engaging info and
  more immediate updates.

» The viral aspect of social media helped reach
  individuals who weren’t paying attention to our mascot
  search.
Why it mattered.
Alumni over 40 use social media! (Now we know.)

» 20% of alums who suggested a mascot were 52 or older

» 5,591 of those who provided feedback on finalists were
  alumni (50% of total)!


     ** When individuals care about a topic and are
   consistently offered the opportunity to participate, they
                             will.
Why it mattered.
Earned media was high.
» Something whacky led to reporter interest.
  »The Daily Show
  »Washington Post
  »ESPN
  »USA Today
  »Sports Illustrated
  »Chronicle of Higher Education
» Reporters following our search used the social media
  content we had in place.
When Facebook & Twitter Aren't Enough
When Facebook & Twitter Aren't Enough
be s t p ractices
best practices
    multiple channels
multiple sources of content
      sense of humor
    planned evolution
           results
        phone calls
         real world
SM success/1
           specific goals
 more planning, less spontaneous
  institutional buy-in & support
control of SM content & staff w/in
               dept.
        in-house expertise

          [bit.ly/c1CQvC]
SM success/2
go beyond Facebook, use multiple
            channels
    target multiple audiences
  multiple measures of success
   more likely to have policies


         [bit.ly/c1CQvC]

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When Facebook & Twitter Aren't Enough

  • 1. So c ial media: TWITTE R & FACEBO OK a re n ’t enough !
  • 2. @us sevans@wm.edu director of creative services, College of William & Mary @susantevans facebook.com/susantevans 757.221.1585 michael.stoner@mstoner.com @mStonerblog mStoner.com/mStonerblog.com slideshare.net/mStoner +1.802.457.2889/m: +1.312.622.6930
  • 3. social media white paper http://db.tt/p0SvcsA
  • 4. D ef in itions
  • 5. social media web-based tools used for social interaction: blogs; Flickr; YouTube; Yelp; SCVNGR; Facebook
  • 6. campaign a focused effort to achieve goals using a variety of channels appropriate to the results sought.
  • 7. tr u e/false myt h/reali ty
  • 8. Everything is connected to everything else. bit.ly/9uemQS
  • 9. You can control the conversation.
  • 10. You don’t need a website if you have Facebook.
  • 11. case s t u d i es campa i gns
  • 12. case studies College of William & Mary: bit.ly/9li6EU Northfield Mount Hermon: budurl.com/pw89 Flight of the Flyers: budurl/xmcz PBO: budurl.com/f5n6 Emory University Blue Pig: budurl.com/8bzy Worcester Academy, WAMash: budurl.com/9e9f
  • 13. case s t u dy PBO poweredbyorange.com
  • 14. 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,
  • 15. 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
  • 21. case s t u dy William & Mary mascot search
  • 22. William & Mary Mascot Search What we did. What we got. Why it mattered.
  • 23. What we did. » Open, transparent, and inclusive process to select a mascot » Fun! (said the president)
  • 24. Goals of the Internet campaign: » encourage participation » engage students as well as alumni and fans » provide details to inform and educate stakeholders » establish trust in the mascot committee and process » build enthusiasm
  • 25. Campaign components were: » W&M mascot search website » Blog » Mascot Search group on Facebook » @WMMascot on Twitter » YouTube » Flickr » Traditional: campus portal, a bit of print (e.g., alumni magazine), e-newsletters, student newspapers * Our former mascot had a blog and Facebook profile
  • 26. How we used the channels… » Website feedback on finalists » Blog for details and updates » Twitter for early announcements and sneak peeks » Facebook for preview; discussion; make your own case; graphics of some of the suggestions » YouTube for fun / distraction and key to THE LAUNCH » Flickr for drawings of the 5 finalists and launch » hub for background & links for ideas or feedback
  • 27. “We kept up our end of the conversation.” » design and graphics created consistent concept / brand » used personal and informal tone » built up community of interest by reinforcing all channels » developed trust that social media was the way to find out and stay informed » devoted time and energy to integrated social media content
  • 28. What we got. » Website traffic February 2007 – April 2010 »239,300 hits »120,438 unique visitors » 891 members (1,066 wall posts) on Facebook Group » 1,360 followed @WMMascot on Twitter » 252 comments on blog » 4,370 channel views on W&M Mascot Search YouTube » 2,237 views of mascot-related photos on Flickr
  • 29. Suggestions and Feedback » 839 suggestions in 90 days (44 states and DC represented) » 16,913 unique visits to the mascot website on the day we unveiled the five finalists » 11,183 completed feedback surveys in four-week period (December 7 – January 7) » 22,000+ comments
  • 30. Get me the Griffin! » The mascot launch was an Internet & campus event. Alumni, parents, students, & fans not in Williamsburg took part » Launch day: 21,025 hits; 7,505 unique visitors » Launch day and beyond: »17,000+ views of YouTube video announcing »21,611 views of YouTube video introducing the Griffin
  • 31. First appearance of the Griffin – April 6, 2010
  • 32. Why it mattered. Alumni love our new mascot. » Social media allowed a conversation about our mascot search. (The W&M community had an easy way to share thoughts and impressions) » With social media, we offered more engaging info and more immediate updates. » The viral aspect of social media helped reach individuals who weren’t paying attention to our mascot search.
  • 33. Why it mattered. Alumni over 40 use social media! (Now we know.) » 20% of alums who suggested a mascot were 52 or older » 5,591 of those who provided feedback on finalists were alumni (50% of total)! ** When individuals care about a topic and are consistently offered the opportunity to participate, they will.
  • 34. Why it mattered. Earned media was high. » Something whacky led to reporter interest. »The Daily Show »Washington Post »ESPN »USA Today »Sports Illustrated »Chronicle of Higher Education » Reporters following our search used the social media content we had in place.
  • 37. be s t p ractices
  • 38. best practices multiple channels multiple sources of content sense of humor planned evolution results phone calls real world
  • 39. SM success/1 specific goals more planning, less spontaneous institutional buy-in & support control of SM content & staff w/in dept. in-house expertise [bit.ly/c1CQvC]
  • 40. SM success/2 go beyond Facebook, use multiple channels target multiple audiences multiple measures of success more likely to have policies [bit.ly/c1CQvC]