Social Media Integration as a Best Practice for Marketing and Communications

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This presentation was part of the 2012 CASE Social Media and Community Conference and co-presented with Nyleva Corley, web and social media manager at UT Austin. Summary: Your audiences experience your brand and hear from you through a long list of social media and non-social media channels, and you shouldn't expect them to connect the dots. You need to develop an institutional plan that will allow you to stay on message across multiple communication channels using everything from social media aggregators to editorial calendars to social media campaigns. Not only that, a social media strategy isolated from your broader communication strategy is a risk. We'll share specifics and demonstrate best practices through case studies from educational institutions.

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  • Susan - Welcome\n
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  • Susan - Flickr feed on Clarkson Admission page\n
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  • Susan - Trending topics in the footer of the Washington University of St. Louis site.\n
  • Susan - institutional social channels in the footer of every etown.edu web page.\n
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  • Social Media Integration as a Best Practice for Marketing and Communications

    1. 1. Connect Your Own Dots:Social Media Integration as a Best Practice for Marketing and Communications
    2. 2. Susan T. Evans Nyleva CorleySenior Strategist Web and Social Media Manager mStoner University of Texas at Austin @susantevans @Nyleva
    3. 3. I. Run a campaign! II. It’s a web presence, people. III. Make a smashup for them?IV. Coordination not desperation. V. Questions?
    4. 4. Everything is connected toeverything else. Michael Stoner (2010) http://mstnr.me/9uemQS
    5. 5. Integrate multiple channels. Please, connect the dots for your audience.Integrate. Again, we say, integrate!
    6. 6. Amplify your message...
    7. 7. Run acampaign!
    8. 8. #getresultsSocial Media Campaign = Focusedeffort to achieve goals using avariety of channels appropriate tothe results sought.
    9. 9. Oregon State University http://poweredbyorange.com
    10. 10. PoweredbyOrange
    11. 11. Where’s Benny? PhotoContest
    12. 12. Map yourself.
    13. 13. Nazareth College http://www.flightoftheflyers.com/
    14. 14. Find your flyer.
    15. 15. Get a GoldenFlyer!
    16. 16. College of William & Mary http://www.wm.edu/mascot
    17. 17. College of William & Mary http://www.wm.edu/mascotFirst appearance of the Griffin – April 6, 2010
    18. 18. Play nice...
    19. 19. It’s a webpresence people!
    20. 20. #authenticityDigital Footprint = Collection ofcontent on the web that representsyou.
    21. 21. http://clarkson.edu/admissions/index.html
    22. 22. Vanderbilt University http://news.vanderbilt.edu/
    23. 23. http://wustl.edu/
    24. 24. http://etown.edu
    25. 25. Tee up yourmessages...
    26. 26. Make a smashup for them!
    27. 27. #contenthubSmashup = Present informationfrom multiple sources to create anew service.
    28. 28. UT Austinhttp://www.utexas.edu/know/
    29. 29. Tufts University http://now.tufts.edu/
    30. 30. http://www.tufts.edu/
    31. 31. Boston University http:// www.bu.edu/ buniverse/
    32. 32. Stay onmessage...
    33. 33. Call for campus coordination!
    34. 34. #nosilosShare information = Coordinate witheveryone on campus who has theword “communication” in their title.
    35. 35. Idea 1: An Editorial CalendarBrought to you by UT Austin...
    36. 36. April 2012 Editorial Calendar Web FeaturesApril 9-13 Carousel StoriesA Tree of Life Grows in Texas and Tandy Warnow(Signature Story)(through Wed only)Game Changers TACCElections 2012 Video – Henson w/Vicky deFranceso Soto(Government) Essay – Regina LawrenceElections 2012(Communication)Energy Poll (McCombs)Honors Day (Cockrell) PendingSmoking Cessation (University Operations) PendingApril 16 – 20 Carousel StoriesTexas Book Photo Slideshow (Signature Story)Committee on Business Productivity (Administration)Research Week (UGS & Senate of College Councils)Architecture in the Americas (Architecture)
    37. 37. April 16 – 20 Carousel Stories ContinuedElections 2012 Video w/ Henson & Robert PrenticeOil and Governance (LBJ School)Ben Ruben/Cronkite Installation (Communication)April 23 – 27 Carousel Stories“Switch” Energy Project (Jackson School)Community College Engagement (Education)Child Development Center (Human Ecology)Ben Ruben/Cronkite Installation (Communication)continuedTwenty Years of Diabetes Research in South Texas(Nursing)April 30 - May 4 Carousel StoriesEarly Earners Economics (Signature) COLAUniversity Extension – Peace Corps Student Video (CIE)Tower Lighting (April 3) Staff Recognition AwardsTower Darkening (April 4) UT Remembers
    38. 38. April 2012 Editorial Calendar Social MediaApril 2012 UT Austin Social Media PushesVoices Against Violence (April 4)Blanton Student Fest (April 5)White House Youth Town Hall (April 10)Game Changers (April 11)¡A Viva Voz! (April 12)Margaret Berry SAC Atrium Dedication (April 13)Honors Day (April 14)Forty Acres Fest (April 14)Austin’s Cultural Campus Concert Crawl (April 14)Waller Creek Cleanup (April 14)Longhorn Run (April 14)
    39. 39. April 2012 UT Austin Social Media Pushes ContinuedResearch Week (April 16-20)Longhorn Research Bazaar (April 18)Ben Rubin Art Projection Installation (April 19)“Contour” Fashion Show (April 19)International Symposium on Online Journalism (April20-21)Butler Opera Center presents “Die Fledermaus” (April 25)
    40. 40. Idea 2: A Social Media Collaborative
    41. 41. Idea 3: Align and Share Campaigns
    42. 42. THANKS! #yourturnhttp://clients.mstoner.com/casesmc/ integrate/
    43. 43. Suggestions and Feedback: •839 suggestions in 90 days •16,900+ unique visits to mascot website the day 5 finalists unveiled •11,180+ feedback surveys in 4-week period •22,000+ comments

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