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PEOPLE ARE (S)TALKING: HOW TO GET USERS TO PARTICIPATE, NOT JUST SPECTATE 
BUSINESS DEVELOPMENT INSTITUTE 
NOVEMBER 2014 
...
@donnatalarico | talaricod@etown.edu 
2 
You have a following. 
Now what?
@donnatalarico | talaricod@etown.edu 
3 
But speaking of stalkers, first, a 
CONFESSION
@donnatalarico | talaricod@etown.edu 
4 
An @mention is the new radio shout out.
@donnatalarico | talaricod@etown.edu 
5 
82% of accepted students want to interact. 
-College in a Social Media Age, 2013 ...
@donnatalarico | talaricod@etown.edu 
6 
ACCEPT
@donnatalarico | talaricod@etown.edu 
7
@donnatalarico | talaricod@etown.edu 
8 
http://storify.com/EtownCollege/accepted 
#etown2017
IF THIS DOESN’T GIVE YOU THE WARM & FUZZIES… 
@donnatalarico | talaricod@etown.edu 
9 
#etown2017
@donnatalarico | talaricod@etown.edu 
10 
WELCOME
@donnatalarico | talaricod@etown.edu 
11 
#etownmovein
@donnatalarico | talaricod@etown.edu 
12 
Storify: http://bit.ly/PM0vqM 
#etownmovein
@donnatalarico | talaricod@etown.edu 
13 
TAG 
Literally.
@donnatalarico | talaricod@etown.edu 
14
@donnatalarico | talaricod@etown.edu 
15 
Storify: http://bit.ly/1aJ70DW
@donnatalarico | talaricod@etown.edu 
16
@donnatalarico | talaricod@etown.edu 
17 
ASK 
And you shall receive.
LOVE 
http://on.fb.me/NBVDXJ 
@donnatalarico | talaricod@etown.edu 
18
BLOOM 
@donnatalarico | talaricod@etown.edu 
19 
#etownspring
CHALLENGE 
@donnatalarico | talaricod@etown.edu 
20
PHOTO CHALLENGE SUCCESS 
Students asked for it again so we did a Photo Fun in Feb. in ‘13 
Double participation and entrie...
@donnatalarico | talaricod@etown.edu 
22
RECURRING FEATURES 
‘Scene’ on Campus 
Throwback Thursday 
@donnatalarico | talaricod@etown.edu 
23
@donnatalarico | talaricod@etown.edu 
24
@donnatalarico | talaricod@etown.edu 
25 
CELEBRATE 
In real time.
@donnatalarico | talaricod@etown.edu 
26
#ETOWN2013 
About 300 uses of #etown2013 
193 mentions 
Promoted hashtag: 
•Facebook cover photo 
•Twitter updates 
•Faceb...
@donnatalarico | talaricod@etown.edu 
28 
Storify: http://bit.ly/ZyYasN
@donnatalarico | talaricod@etown.edu 
29 
We 
did 
that 
We did that!
@donnatalarico | talaricod@etown.edu 
30 
REMEMBER
@donnatalarico | talaricod@etown.edu 
31
@donnatalarico | talaricod@etown.edu 
32 
EMPOWER 
internal users
SHARE KNOWLEDGE & EMPOWER USERS 
Guide to Social Media 
CMS training 
Content workshops 
Employee orientation 
Cues and re...
@donnatalarico | talaricod@etown.edu 
34
MAKE IT EASY TO PARTICIPATE 
SHARING TOOLS 
Social media 
Built-in CMS features 
Websites 
Internal communication 
Word of...
@donnatalarico | talaricod@etown.edu 
36 
RESULTS
SOCIAL AUDIENCE IS LOYAL, GROWING 
SOCIAL MEDIA FOLLOWING 
1300+ Facebook likes 
747+ Twitter followers (nearly double) 
A...
SHARE. 
TALARICOD@ETOWN.EDU 
@DONNATALARICO 
@donnatalarico | talaricod@etown.edu 
38
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People are (S)Talking: How to Get Users to Participate, Not Just Spectate - BDI 11/19 Social Media Marketing Forum for Educational Institutions

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Presentation: People are (S)Talking: How to Get Users to Participate, Not Just Spectate

Presented by: Donna Talarico-Beerman, Director of Integrated Communications, Elizabethtown College

Donna Talarico-Beerman has been helping tell the Elizabethtown College story since 2010. Her past experiences in radio, newspapers, eCommerce and education thrive together in happy harmony at E-town, where she is director, integrated communications. She manages the College’s official social media channels and is editor of Elizabethtown magazine and the online newsroom E-town NOW. She also collaborates with the rest of the award-winning marketing and communications team on marketing planning, media relations, copywriting and multimedia story-telling for a variety of projects.

http://www.bdionline.com/

Published in: Business
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People are (S)Talking: How to Get Users to Participate, Not Just Spectate - BDI 11/19 Social Media Marketing Forum for Educational Institutions

  1. 1. PEOPLE ARE (S)TALKING: HOW TO GET USERS TO PARTICIPATE, NOT JUST SPECTATE BUSINESS DEVELOPMENT INSTITUTE NOVEMBER 2014 @DONNATALARICO
  2. 2. @donnatalarico | talaricod@etown.edu 2 You have a following. Now what?
  3. 3. @donnatalarico | talaricod@etown.edu 3 But speaking of stalkers, first, a CONFESSION
  4. 4. @donnatalarico | talaricod@etown.edu 4 An @mention is the new radio shout out.
  5. 5. @donnatalarico | talaricod@etown.edu 5 82% of accepted students want to interact. -College in a Social Media Age, 2013 (Chronicle of Higher ed)
  6. 6. @donnatalarico | talaricod@etown.edu 6 ACCEPT
  7. 7. @donnatalarico | talaricod@etown.edu 7
  8. 8. @donnatalarico | talaricod@etown.edu 8 http://storify.com/EtownCollege/accepted #etown2017
  9. 9. IF THIS DOESN’T GIVE YOU THE WARM & FUZZIES… @donnatalarico | talaricod@etown.edu 9 #etown2017
  10. 10. @donnatalarico | talaricod@etown.edu 10 WELCOME
  11. 11. @donnatalarico | talaricod@etown.edu 11 #etownmovein
  12. 12. @donnatalarico | talaricod@etown.edu 12 Storify: http://bit.ly/PM0vqM #etownmovein
  13. 13. @donnatalarico | talaricod@etown.edu 13 TAG Literally.
  14. 14. @donnatalarico | talaricod@etown.edu 14
  15. 15. @donnatalarico | talaricod@etown.edu 15 Storify: http://bit.ly/1aJ70DW
  16. 16. @donnatalarico | talaricod@etown.edu 16
  17. 17. @donnatalarico | talaricod@etown.edu 17 ASK And you shall receive.
  18. 18. LOVE http://on.fb.me/NBVDXJ @donnatalarico | talaricod@etown.edu 18
  19. 19. BLOOM @donnatalarico | talaricod@etown.edu 19 #etownspring
  20. 20. CHALLENGE @donnatalarico | talaricod@etown.edu 20
  21. 21. PHOTO CHALLENGE SUCCESS Students asked for it again so we did a Photo Fun in Feb. in ‘13 Double participation and entries from fall ‘12 1212 photos tagged 93 participants Lots of personality! @donnatalarico | talaricod@etown.edu 21 http://bit.ly/13vnC44
  22. 22. @donnatalarico | talaricod@etown.edu 22
  23. 23. RECURRING FEATURES ‘Scene’ on Campus Throwback Thursday @donnatalarico | talaricod@etown.edu 23
  24. 24. @donnatalarico | talaricod@etown.edu 24
  25. 25. @donnatalarico | talaricod@etown.edu 25 CELEBRATE In real time.
  26. 26. @donnatalarico | talaricod@etown.edu 26
  27. 27. #ETOWN2013 About 300 uses of #etown2013 193 mentions Promoted hashtag: •Facebook cover photo •Twitter updates •Facebook posts •College website •Live stream page •In printed program •Posters around campus @donnatalarico | talaricod@etown.edu 27
  28. 28. @donnatalarico | talaricod@etown.edu 28 Storify: http://bit.ly/ZyYasN
  29. 29. @donnatalarico | talaricod@etown.edu 29 We did that We did that!
  30. 30. @donnatalarico | talaricod@etown.edu 30 REMEMBER
  31. 31. @donnatalarico | talaricod@etown.edu 31
  32. 32. @donnatalarico | talaricod@etown.edu 32 EMPOWER internal users
  33. 33. SHARE KNOWLEDGE & EMPOWER USERS Guide to Social Media CMS training Content workshops Employee orientation Cues and reminders before campus events Find allies and ambassadors @donnatalarico | talaricod@etown.edu 33
  34. 34. @donnatalarico | talaricod@etown.edu 34
  35. 35. MAKE IT EASY TO PARTICIPATE SHARING TOOLS Social media Built-in CMS features Websites Internal communication Word of mouth CALLS TO ACTION Ask a question Ask for content Encourage an action •Like •Share •Comment Hashtag Promotion @donnatalarico | talaricod@etown.edu 35
  36. 36. @donnatalarico | talaricod@etown.edu 36 RESULTS
  37. 37. SOCIAL AUDIENCE IS LOYAL, GROWING SOCIAL MEDIA FOLLOWING 1300+ Facebook likes 747+ Twitter followers (nearly double) Average post reaches 1.9k people; 26, on average, interact 53% conversation; 49% updates –a good balance WEB ENGAGEMENT Average time on site – 6:17 –126% increase from last year 20% increase in repeat visitors from Facebook; 358% from Twitter Mobile traffic from Facebook up 256% Twitter referrals up 381% @donnatalarico | talaricod@etown.edu 37
  38. 38. SHARE. TALARICOD@ETOWN.EDU @DONNATALARICO @donnatalarico | talaricod@etown.edu 38

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