The document discusses how Gardner-Webb University used social media, specifically the hashtag #gwusecretshow, to promote an on-campus concert. It describes the university's 10 step process, which included realizing social media is not magic, finding trends, becoming advocates, establishing goals, educating others, creating a core group of student supporters, making the cause meaningful, enlisting local leaders, involving the community, and monitoring/responding. The social media campaign was successful with no marketing budget, generating over 100,000 followers and fulfilling 8 scholarships. It also overcame challenges on campus and increased student recruitment.

1. How One Tweet Changed a
University

2. Hello…!
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results

3. Annie Freeman
akfreeman@gardner-webb.edu
Kristen Setzer
ksetzer@gardner-webb.edu
Rhea Friesen
Rhea.friesen@twgplus.com

4. Links to Presentation
✚Note about Research report
✚www.facebook.com/futuredawgs
✚www.twitter.com/futuredawgs
✚www.youtube.com/gardnerwebb1905

5. We are here...
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results

7. How we did it
✚Planning
✚Goals
✚Strategy
✚Tactics
✚Audience

8. Planning 8
6

9. Goals
Objective 9
7

10. Strategy
Strategy 10
8

11. Tactics
Tactics 11
9

12. Audience
Audience 10
12

13. We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results

14. 10
Steps that
created
success
with
#gwusecretshow

15. #1 Realize it’s not
It’s not magic 13
15
magic.

16. #2 Find trends
Don’t fight it. 14
16

17. #3 Become an
Advocates 15
17
advocate

18. #4 Establish baseline
Advocates 15
18
goals

19. #5 Educate internal
Educate
organizations
16
19

20. #6 Create a core group
of students

21. #7 Create a cause
Make it meaningful 18
21

22. MakeEnlist local
#8 it local leaders 19
22

23. #9 Involve community
Involve the community 20
23

24. #10 Monitor and
Ripple effect 21
24
respond

25. We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results

26. Marketing Budget?
0

27. We are here…
✚The Story
✚How we did it.
✚Lessons learned.
✚Resources
✚Results

28. 5 Impacts
of the
#gwusecretshow

29. #1
NEEDTOBREATHE performed
on GWU’s campus on 4/28/12!

30. 133,582 Followers
270,000 Fans

31. 64,700 Followers
73,434 Fans

32. 7,670 Followers
1,245 Fans

34. 8 full
scholarships
#2
fulfilled for
Project Rescue!

35. #3
Overcoming
challenges on
campus.

36. Recruitment of students by
students.
#4

37. #5
Metrics rock!

38. Ticket Sale Campaign
Reach
2,931

40. We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results

41. Where are we going?
Ad hoc Engaged Structured Managed Optimized
- No Management
- No budget
- No structure
- No resources - Executive
- Experimentation awareness
- Some management
engagement
- Pilot programs
- Part time resources
- Dedicated budget
- Management responsibility
- Formal campaigns
- Formal Roles
- Formal Metrics - Executive sponsorship
- Daily Management
- Program office
- Professional staff
- Well defined roles
- Requirements driven
From Dachis Group and CMMI

42. Developing Internal Structure and Support
From To Do
Ad hoc Engaged Top-down champion
Make guidelines
Select free tool
Monitor*
Select trial group
Objectives
Engaged Structured Create a budget
Select a manager
Develop formal roles
Measure targets
Active campaigns
Structured Managed Report to management
Dedicate daily management
Dedicate staff
Coordinate departments
Managed Optimized Center of excellence
Multi-channel campaigns
Decide by data

43. ✚Top down support
✚Guidelines
✚Objectives first
✚Start!

44. Attribution
✚ plan http://www.flickr.com/photos/gcapron
✚ objective http://www.flickr.com/photos/ekkebus/
✚ strategy http://www.flickr.com/photos/birgerking/
✚ tactics http://www.flickr.com/photos/cogdog
✚ audience
http://www.flickr.com/photos/sreejithk2000/
✚ how it happened
http://www.flickr.com/photos/umjanedoan/
✚ magic http://www.flickr.com/photos/battlecreekcvb/
✚ fight http://www.flickr.com/photos/horiavarlan
✚ educate http://www.flickr.com/photos/orionpozo
✚ meaningful http://www.flickr.com/photos/thenovys/
✚ ripple http://www.flickr.com/photos/joka2000/
✚ Look for Trends
http://www.flickr.com/photos/haiko/154105063/sizes/m/in/