Social Media Campaigns #getresults

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This was a general session at the 2011 CASE Institute for Senior Communications and Marketing Professionals. The focus is creating a social media campaign (integrating social and other communication …

This was a general session at the 2011 CASE Institute for Senior Communications and Marketing Professionals. The focus is creating a social media campaign (integrating social and other communication channels) for exceptional results for engagement and earned media. I use the William & Mary Mascot Search as a case study that demonstrates the power of social media campaigns.

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Transcript

  • 1. Social Media #getresults2011 CASE Institute for Senior Communications and Marketing Professionals Susan T. Evans | Senior Strategist | mStoner
  • 2. I. Setting the stage II. Case study III. Best practicesIV. Social media strategy
  • 3. Social media: TWITTER & FACEBOOKaren’t enough!
  • 4. true or false -----myth or reality
  • 5. Everything is connected toeverything else.
  • 6. You can controlthe conversation.
  • 7. You don’t need a website if you have Facebook.
  • 8. DEFINITIONS
  • 9. What is social media?Web-based tools used for socialinteraction blogs Flickr YouTube Facebook Twitter Foursquare ...
  • 10. What is social media strategy? Dear Senior Communications and Marketing Professionals, Your social media strategy is a communication strategy. Sincerely, Susan
  • 11. What is a campaign?A focused effort to achieve goalsusing a variety of channelsappropriate to the results sought
  • 12. CASE STUDY:William & MaryMascot Search
  • 13. I. What we did II. What we gotIII. Why it mattered
  • 14. Goals of the Internetcampaign:•open, transparent, andinclusive•Fun! (said the president)•participation•engage students, alumni andfans•inform/educate stakeholders•establish trust•build enthusiasm What we did.
  • 15. Campaign Components: •mascot search website •Blog •Mascot Search on Facebook •@WMMascot on Twitter •YouTube •Flickr •Traditional: campus portal, a bit of print (Alumni Magazine), e-newsletters, student newspapers* former mascot had a blog and Facebook profile What we did.
  • 16. How we used the channels...•Website as hub•Blog for updates•Twitter for early announcements /sneak peeks•Facebook for preview; discussion; makeyour own case; graphics of some of thesuggestions•YouTube for fun / distraction and THELAUNCH•Flickr for drawings of finalists What we did.
  • 17. Our approach:•we kept up our end of the conversation•design and graphics created consistentconcept / brand•used personal and informal tone•built up community by reinforcing allchannels•developed trust that social media wasthe way to find out and stay informed•devoted time and energy to integratedsocial media content What we did.
  • 18. WOW!Web traffic Feb 2007 – April 2010: 239,300 hits and 120,438 uniquevisitorsFacebook group: 891 members (1,066wall posts)Twitter: 1,360 followed @WMMascotBlog: 252 commentsYouTube: 4,370 channel viewsFlickr: 2,237 views of mascot-relatedphotos What we got.
  • 19. Suggestions and Feedback: •839 suggestions in 90 days (44 states and DC represented) •16,913 unique visits to the mascot website the day five finalists unveiled •11,183 completed feedback surveys in four-week period (Dec 7 – Jan 7) What we got. •22,000+ comments
  • 20. Launch: “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 uniquevisitors •Launch day and beyond: 17,000+ views of YouTube videoannouncement 21,611 views of YouTube video What we of theGriffin got.
  • 21. First appearance of the Griffin in April 2010.
  • 22. Alumni love the new mascot.Social media allowed a conversationand we offered more engaging infoand more immediate updates.The viral aspect of social mediareached individuals who weren’tpaying attention to our mascotsearch. Why it mattered.
  • 23. Alumni over 40 use socialmedia!(Now we know.)20% of alums who suggested a mascotwere52 or older5,591 alums provided feedback onfinalists (50% of total)!*When individuals care about a topic andare consistently offered the opportunity toparticipate, they will. Why it mattered.
  • 24. Earned media was high.Something whacky led to reporterinterest. •The Daily Show •Washington Post •ESPN •USA Today •Sports Illustrated •Chronicle of Higher EducationReporters following our search used thesocial media Why itcontent we had in place. mattered.
  • 25. BEST PRACTICES
  • 26. What works? questions emotion photos and videos weather famous alums athleticsinsider info / sneak peeks
  • 27. Look familiar? specific goals more planning/less spontaneousmake 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
  • 28. Seriously.Like every other part of your communication strategy, social media requires a plan and good old-fashioned hard work.
  • 29. Good news! You built a following.Where’s my strategy?
  • 30. Social Media STRATEGY
  • 31. Elements of aSocial Media Strategy purpose brand management values techniques policy content oversight page
  • 32. I can be spontaneous if I plan for it. •purpose •values page
  • 33. Don’t spend your time managingexceptions. •oversight •policies page
  • 34. Let’s get this done higher ed! •brand management •techniques •content page
  • 35. Susan’spearls of wisdom
  • 36. It’s theconversation, stupid.
  • 37. Beware of trolls.
  • 38. It’s like telling your kids about sex. Answer the question that is asked.
  • 39. I was once paidto write tweets for a squirrel.
  • 40. Questions? #yourturn
  • 41. Thanks.http://clients.mstoner.com/case_instituteSusan T. EvansSenior Strategistsusan.evans@mstoner.com@susantevansoffice: 757.565.1726mobile: 757.903.1120