The Medium is the Message (Web Conference at Penn State)

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The Medium is
The Message
#psuweb @mallorywood
Tuesday, June 10, 14

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Mallory Wood
Director of Marketing
@MalloryWood

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“It’s not about us, it’s
about the audience
we want to reach.” -
@SusanTEvans

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http://mstnr.me/2014SurveyFindings

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58% consider Twitter to be a successful
tool, up from 49% last year.
Instagram use jumped 15% in one year.
In their first year on the survey, Vimeo and
Vine are used by 16% and 9% respectively.
Top-Line Results:

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Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4

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Our channels must tell
a consistent story and
mutually reinforce each
other. #psuweb
http://mstnr.me/mFLoB

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Lots of talk about
branding at #psuweb.

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Higher ed has earned a
reputation for sameness.

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“Effective brand strategy
requires simple
messages.” - @debmaue
#psuweb

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Integrated marketing is the
combination of marketing tactics
to help deliver one marketing
strategy and more quickly build
know, like, and trust.
What’s the definition?
@ducttape

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Intentionally blend online and
offline tools and
tactics around a single
marketing strategy.
What’s the approach?
@ducttape

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Overcome increased
audience fragmentation by
integrating your channels.
#psuweb

Focus on your web presence.

Develop flexible content.

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What is the challenge
we are trying to
meet?

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We must tailor the
type and delivery of
content to the platform
for it to truly resonate
with our followers.
#psuweb

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Cross-promote

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Cross-promote: George School

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Ampersandbox.WM.edu
Cross-promote: William & Mary

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Cross-promote: University of Chicago Law
#UChiLaw13

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#UChiLaw13

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• 93 posts using hashtags across all platforms
• 792 visits to UChiLaw13 page
• 443 views of Storify recap
• 126 clicks on Spotify playlist
• 63 clicks on Tagboard link
• Weekly Total Reach on FB increased 88%
The Results:

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Campaigns

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Tracking Listening Reporting
Platform Setup Design Research
Brainstorm Strategies Objectives KPI
On-Campus Buy-in
Content Production Recruitment

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Campaigns: Suffolk University
FlatRammy.com

Campaigns: Suffolk University

Campaigns: Fordham University

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The Goal:
Influence yield of admitted
undergraduate students
planning to enroll in Fall 2014.

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The Audience:
Active social media users.
17-19-year-olds.
Admitted.

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The Strategy:
Leverage popular platforms
to generate excitement
about choosing Fordham.

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The Inspiration:

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• Reach 90 percent of all
admitted students.
• Prompt 100 admitted
students to generate
content.
• Attract 150 new followers

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The Tools:
Visual, popular among
target audience, growing
Visual, popular among
target audience, growing

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FordhamUniversity.Tumblr.com

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The Results:
58% Open Rate
3.2% Click Rate
3 Emails

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The Results:
3,200+ Pageviews
900+ Visitors
63 New Followers
21 On-Page Likes

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The Results:
6,238 Public Likes
511 Public Comments
282 Total Posts
180 Public Participants
99 Unique Participants

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• Reach 90 percent of all
admitted students.
✓Prompt 100 admitted
students to generate content.
✓Attract 150 new followers
on Tumblr and Instagram.

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http://mstnr.me/Fordham4Me

EDUniverse.org/SocialWorks
Campaigns: Social Works

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Gamification

Gamification: Georgetown

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• Insert added in direct mail pieces
• Phone-a-thon students added a
message about the campaign
• 63 online ambassadors helped
spread the word day-of
Spreading the Word:

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• 1,514 gifts from seven markets
• $529,000 raised in 27 hours
• 898 new donors
• Alumni giving participation rate
increased from 28% to 35%
The Results:

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Integrate

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Integrate: Webster University
Webster.edu

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Integrate: Trend, social in footer

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Integrate: Brown University

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250.Brown.edu/social-media

Thank you! Questions?
Mallory Wood
Director of Marketing
mallory.wood@mStoner.com
802.457.9234
@MalloryWood
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Bonus slides

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Goals always come
before tools. Always.
#psuweb

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Examples of measurable objectives
• Increase followers by ___%
• Increase content sharing ___%
• Increase website traffic ___%
• Increase applications ___%
• Increase attendance at events by ___%

The Medium is the Message (Web Conference at Penn State)

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