What’s social media got to do with it?Changing Roles inCommunicationsDepartments              UCDA Design Summit 2012     ...
Today’s Plan1. Excellent results from social media2. Changing communication roles3. Renewal and rejuvenation
Everything is connected toeverything else.                Michael Stoner (2010)  http://mstnr.me/9uemQS
A social media  strategy is acommunication    strategy.                 Susan T. Evans (2010)   http://bit.ly/qNONL2
#getresultsSocial Media Campaign = Focused effort toachieve goals using a variety of channelsappropriate to the results so...
Oregon State University
Nazareth College
Print + Web + Social(What’s one more?)
Process (for Print + Web + Social)✓ Research and discovery✓ Crowdsource content✓ Creative concept development✓ Target audi...
Crowdsource the copy.“What is an object that meansWilliam & Mary to you?”“How would you describe William &Mary in a Tweet ...
Crowdsource the photos.
Crowdsource post-launch.
Integrate multiple channels.Please, connect the dots for your audience.     Integrate. Again, I say, integrate!
Case Study:William & Mary Ampersandbox
Said two alumni...
What makes it work?• Partnerships with other campus units• Blending content from the .edu website  and the social media ch...
Try this:• Determine purpose, relevance and  importance of each channel• Develop flexible content that can be used  in mul...
Look familiar?•Specific goals•More planning/less spontaneous•Make a commitment and be consistent•Institutional buy-in and ...
#thebasics
It’s theconversation,   stupid.  Keep up your end.
Beware of trolls.    Don’t respond.
I was once paidto write Tweets for     a squirrel.   Make it fun and on message.
It’s like tellingyour kids about       sex. Answer the question that is asked.
Good news!You built afollowing.Follow a strategy.
#getinthegame
No one cares   about yourcareer more than     you do.           Gene Roche
What does it take?• Adaptability (being okay with uncertainty)• Raise your hand (taking a risk)• Change (again and again a...
Somewhere, it’s out there.• A List Apart (for people who make websites)  http://www.alistapart.com/• eduStyle (inspiration...
Somewhere, it’s out there.• Smashing Magazine (quality content for the design community) http://www.smashingmagazine.com/•...
My favorite professionaldevelopment tool...
My favorite professionaldevelopment tool...
You on the Interwebs.
Looking to self-promote?
Questions?  #crowdsource
Thanks. http://clients.mstoner.com/UCDA2012/socialmedia/ Susan T. Evans Senior Strategist susan.evans@mstoner.com @susante...
Changing Roles in Communications Departments (What's social media got to do with it?)
Changing Roles in Communications Departments (What's social media got to do with it?)
Changing Roles in Communications Departments (What's social media got to do with it?)
Changing Roles in Communications Departments (What's social media got to do with it?)
Changing Roles in Communications Departments (What's social media got to do with it?)
Changing Roles in Communications Departments (What's social media got to do with it?)
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Changing Roles in Communications Departments (What's social media got to do with it?)

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This presentation was a general session for the 2012 UCDA Design Summit. Summary - For the best results: everything is connected to everything else. Social media is most effective when it is a part of an integrated brand strategy and tightly linked to other communication initiatives. And these days, Twitter and Facebook are not just the purview of social media strategists. More case study discussion will demonstrate how you incorporate social media channels into key communication projects. And, while you're at it, you might as well use social media for your own renewal and rejuvenation as you meet the challenges of new roles and responsibilities on your campus.

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Changing Roles in Communications Departments (What's social media got to do with it?)

  1. 1. What’s social media got to do with it?Changing Roles inCommunicationsDepartments UCDA Design Summit 2012 Susan T. Evans | Senior Strategist | mStoner
  2. 2. Today’s Plan1. Excellent results from social media2. Changing communication roles3. Renewal and rejuvenation
  3. 3. Everything is connected toeverything else. Michael Stoner (2010) http://mstnr.me/9uemQS
  4. 4. A social media strategy is acommunication strategy. Susan T. Evans (2010) http://bit.ly/qNONL2
  5. 5. #getresultsSocial Media Campaign = Focused effort toachieve goals using a variety of channelsappropriate to the results sought.
  6. 6. Oregon State University
  7. 7. Nazareth College
  8. 8. Print + Web + Social(What’s one more?)
  9. 9. Process (for Print + Web + Social)✓ Research and discovery✓ Crowdsource content✓ Creative concept development✓ Target audience testing✓ Design, editorial & production✓ Launch and integrate multiple channels
  10. 10. Crowdsource the copy.“What is an object that meansWilliam & Mary to you?”“How would you describe William &Mary in a Tweet or a Facebook status?”
  11. 11. Crowdsource the photos.
  12. 12. Crowdsource post-launch.
  13. 13. Integrate multiple channels.Please, connect the dots for your audience. Integrate. Again, I say, integrate!
  14. 14. Case Study:William & Mary Ampersandbox
  15. 15. Said two alumni...
  16. 16. What makes it work?• Partnerships with other campus units• Blending content from the .edu website and the social media channels• Spending time and resources to produce great content (it always makes things easier)
  17. 17. Try this:• Determine purpose, relevance and importance of each channel• Develop flexible content that can be used in multiple ways• Crowdsource to get the talent and authenticity of students (and faculty and alumni and the rest of your community)
  18. 18. Look familiar?•Specific goals•More planning/less spontaneous•Make a commitment and be consistent•Institutional buy-in and support•Multiple channels•Multiple sources of content•Sense of humor•Planned evolution (track reactions/patterns)•Monitor results
  19. 19. #thebasics
  20. 20. It’s theconversation, stupid. Keep up your end.
  21. 21. Beware of trolls. Don’t respond.
  22. 22. I was once paidto write Tweets for a squirrel. Make it fun and on message.
  23. 23. It’s like tellingyour kids about sex. Answer the question that is asked.
  24. 24. Good news!You built afollowing.Follow a strategy.
  25. 25. #getinthegame
  26. 26. No one cares about yourcareer more than you do. Gene Roche
  27. 27. What does it take?• Adaptability (being okay with uncertainty)• Raise your hand (taking a risk)• Change (again and again and again)
  28. 28. Somewhere, it’s out there.• A List Apart (for people who make websites) http://www.alistapart.com/• eduStyle (inspiration for campus web designers) http://www.edustyle.net/• boagworld (for all those who design, develop & run websites) http://boagworld.com/• LAYERS (the how-to magazine for everything Adobe) http://layersmagazine.com/
  29. 29. Somewhere, it’s out there.• Smashing Magazine (quality content for the design community) http://www.smashingmagazine.com/• EDUniverse (the network for intergalactic edu knowledge) http://eduniverse.org/• SEOmoz (search engine marketing) http://www.seomoz.org/beginners-guide-to-seo/why- search-engine-marketing-is-necessary
  30. 30. My favorite professionaldevelopment tool...
  31. 31. My favorite professionaldevelopment tool...
  32. 32. You on the Interwebs.
  33. 33. Looking to self-promote?
  34. 34. Questions? #crowdsource
  35. 35. Thanks. http://clients.mstoner.com/UCDA2012/socialmedia/ Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans office: 757.565.1726 mobile: 757.903.1120

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