Versions of this have been presented at Social Media Camp, ACPA, PSEWEB, and more. Summer of 2015 marks the second successful #RoadToRyerson campaign at Ryerson University in Toronto, Canada. What started as 5 incoming students sharing their diverse stories of coming to post-secondary school has now turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition. As someone who's done this for large educational and media brands, this presentation will use #RoadToRyerson as a case study in how to produce a successful social media campaign. It will highlight how we incorporated Schlossberg's transition theory and give a concrete guide to doing this at your campus or for your brand.

1. Building Impactful Social Media Campaigns

2. Questions
2. What networks are we on?
1. Where are we all coming from?
3. What are you hoping to get out of this session?

3. Hello!
I am Bailey Parnell
@BaileyParnell

5. Learning Outcomes
1. An overview of the successful
#RoadToRyerson campaign
2. How we connect meaning to
numbers in a campaign
3. How-to guide for social media
campaign production

6. The World of Higher Education
Economy of Attention.

7. The World of Higher Education
Education Marketing#RoadToRyerson

8. I.
What is
#RoadToRyerson? A Case Study

9. Start With Why
A need for the story of transition to be told.
By students, for students.
1.

10. 2. Audition the Students
Raven Lam
Nolan
Blanchard
Sunita Singh
Hans
Mikael Melo Enna Kim
● Visual
● Diverse
● Authentic

11. 3. Empower the Students

12. Share! Share! Share!
4.

13. YOUR TO-DOs
❏ Start with why
❏ Involve your audience
❏ Shout from the rooftops

14. 1100+ Tweets
2300+ for #RoadFromRyerson
2.5 Million Impressions
565 Including #LGG3
Over 50%

15. United Campus
● 4000+ Tweets
● 1000+ Unique Users
● 10.2 Million Impressions

16. Top
Words
Top
Hashtags

18. 550+
Instagram Posts

19. 651+
Instagram Posts

20. 13,000+ Pageviews
17K+ for #RoadFromRyerson

22. But did we have an impact?

23. II.
Connecting
Meaning to
Numbers Value All Around

24. Old Spice’s “Smell Like A Man”
Funny. Different. Impactful.

25. Dove’s “Body Image”
Serious. Meaningful. Impactful.

26. Happy Medium
Old Spice Dove#RoadToRyerson

27. Reactions From ‘The 5’
Mikael
“It has truly been an extreme
blessing to have been chosen to
blog about my experience upon
arrival to Ryerson. This experience
has opened so many wonderful
opportunities, helped me document
my first year memories, and has
allowed me to meet several of the
incredibly diverse, loving, positive,
and fantastic Ryerson community
members… Can’t express enough
gratitude to RU Student Life and LG
Canada for everything they’ve done
for me. It’s been a fantastic journey
and an absolute pleasure meeting
each and every one of you :)”
Raven

28. Reactions From Other Students

29. SCHLOSSBERG’S TRANSITION THEORY
4 S’s of Transition
▣ Situation
▣ Self
▣ Support
▣ Strategies

30. Calculating Campaign Success
Numbers
Notable
Interactions

31. REMEMBER
❏ Reframe success
❏ Redefine ROI

32. III.
Spreading
the Love A How-To Guide

33. Pre-Production: Know why you’re running the campaign and what
you hope to get out of it. Set goals.
1. Start With Why
WHY
HOW
WHAT

34. Pre-Production: Identify collaborators, create schedules, develop
marketing plan, etc.
2. Plan

35. Pre-Production: Create the assets, webpages and scheduled posts.
Prepare audience and start tracking.
3. Build

36. Production: Only after all of the “pre-production” is done can you
move into “Production.”
4. Launch

37. Production: Continuously monitor the success of your campaign. If
something works, keep it. If it doesn’t, ditch it.
5. Monitor & Pivot

38. Questions
Amusing
Useful
Informational
Inspiring
Critical

39. Good Content?
Call to Action
Engaging content contains a
call to action. Click a link,
provide feedback & share a
photo are just a few.
Sharing Links
The goal is a link click. Use a
link shortener to create a
trackable link.
Using Visuals
Tweets with images receive
18% more clicks, 89% more
likes and 150% more retweets.
Using Hashtags
Hashtags are for: connecting
a community, campaigns
and contests, or humor and
afterthoughts. Do not
hashtag basic nouns. Max 2
per tweet.
Cross-Platform Sharing
Tweets are for Twitter.
Facebook posts are for
Facebook. Do not link them.
Timing is Everything
Use analytics to find your
best time to post.
Twitter: 3-7 per day
Facebook: 1-3 per day
Instagram: 1-2 per day

40. Questions
Hashtracker
Tagsleuth
Sprout Social
Native Analytics
Google Analytics

41. Post-Production: Complete Kolb’s learning cycle (think, plan do, observe) and reflect
on the campaign’s success. Produce a post-report with numbers & notables.
6. Reflect & Report

42. Producing Campaigns
Start With Why
Know why you’re running the
campaign and what you hope
to get out of it. Set goals.
Plan
Identify collaborators, create
schedules, develop marketing
plan, etc.
Build
Create the assets, webpages
and scheduled posts. Prepare
audience and start tracking.
Launch
Only after all of the “pre-
production” is done can you
move into “Production.”
Monitor & Pivot
Continuously monitor the
success of your campaign. If
something work, keep it. If it
doesn’t, ditch it.
Reflect & Report
Complete Kolb’s learning
cycle and reflect on the
campaign’s success. Produce
a post-report with numbers &
notables.
1. 2. 3.
4. 5. 6.
@BaileyParnell

43. Meet This Year’s Team
Nida Shaikh
Jolyon EtaogheneJillian Maniquis
Rebecca Williamson Zach Tng
Increased diversity of program, faculty & background.
Jamie Hills

44. Thanks!
Any questions?
@BaileyParnell
bailey.parnell@ryerson.ca

45. Resources
Click to see example!
Post Report & Reflection
Marketing Plan