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‘All ‘Growed Up’: 
Social Media 
Matured 
Jess Krywosa, Director of Digital Marketing 
Wellesley College
Sorry. 
I don’t have ‘The Answer.’ 
@jesskry, #heweb14
@jesskry, #heweb14
Should 
Presidents 
Tweet? 
@jesskry, #heweb14
Follower Contests: 
Or 
@jesskry, #heweb14
To automate 
or 
not to 
automate? 
@jesskry, #heweb14
Why ? 
@jesskry, #heweb14
BIG 
Goals? 
@jesskry, #heweb14
What do we want people to do? 
@jesskry, #heweb14 
Relationship-Building 
(Organic/Engagement) 
● Read Content 
● Value Co...
@jesskry, #heweb14 
What Do 
We Want 
Them To 
Think?
Best 
Use 
of 
@jesskry, #heweb14
@jesskry, #heweb14
Where Will 
All This 
‘Content’ 
Come 
From? 
@jesskry, #heweb14
@jesskry, #heweb14 
Content Sources 
● Our .edu 
● Social Media (others’) 
● Third Party Content 
● Consumer Generated
@jesskry, #heweb14 
‘Best Practices’ 
● Voice/Tone/Transparency 
● Branding/Graphics 
● Content Creation
@jesskry, #heweb14 
Integration 
● Support each other: share insights, calendars 
● Share brand positioning and strategy -...
@jesskry, #heweb14 
Image: http://janashvili.files.wordpress.com/2014/02/data-overload-2.jpg
@jesskry, #heweb14 
Institutional Measurement 
● Referrals to Apply/Give 
● Audience Gained, Content Shared, 
Conversation...
@jesskry, #heweb14 
Sentiment Goals 
● Increase in Positive 
Sentiment (Opinion) 
● Association with Key 
Brand Positionin...
The End
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All 'Growed Up': Social Media Matured

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All 'Growed Up': Social Media Matured

  1. 1. ‘All ‘Growed Up’: Social Media Matured Jess Krywosa, Director of Digital Marketing Wellesley College
  2. 2. Sorry. I don’t have ‘The Answer.’ @jesskry, #heweb14
  3. 3. @jesskry, #heweb14
  4. 4. Should Presidents Tweet? @jesskry, #heweb14
  5. 5. Follower Contests: Or @jesskry, #heweb14
  6. 6. To automate or not to automate? @jesskry, #heweb14
  7. 7. Why ? @jesskry, #heweb14
  8. 8. BIG Goals? @jesskry, #heweb14
  9. 9. What do we want people to do? @jesskry, #heweb14 Relationship-Building (Organic/Engagement) ● Read Content ● Value Content ● ‘Permission Marketing’ Transactional (Campaign) ● Apply/Give ● Mailing list sign up ● Event Registration
  10. 10. @jesskry, #heweb14 What Do We Want Them To Think?
  11. 11. Best Use of @jesskry, #heweb14
  12. 12. @jesskry, #heweb14
  13. 13. Where Will All This ‘Content’ Come From? @jesskry, #heweb14
  14. 14. @jesskry, #heweb14 Content Sources ● Our .edu ● Social Media (others’) ● Third Party Content ● Consumer Generated
  15. 15. @jesskry, #heweb14 ‘Best Practices’ ● Voice/Tone/Transparency ● Branding/Graphics ● Content Creation
  16. 16. @jesskry, #heweb14 Integration ● Support each other: share insights, calendars ● Share brand positioning and strategy - big buckets ● Fundraising - not a dirty word ● Mashups? - context
  17. 17. @jesskry, #heweb14 Image: http://janashvili.files.wordpress.com/2014/02/data-overload-2.jpg
  18. 18. @jesskry, #heweb14 Institutional Measurement ● Referrals to Apply/Give ● Audience Gained, Content Shared, Conversations Had ● Expand Reach Through Impressions ● CTR ● Time spent on site/depth of visit via referral
  19. 19. @jesskry, #heweb14 Sentiment Goals ● Increase in Positive Sentiment (Opinion) ● Association with Key Brand Positioning
  20. 20. The End

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