Keeping in touch with supporters, managing a crisis, and measuring your impact are among the topics that will be discussed during this breakout session. Learn how to maintain easy-to-locate and consistently updated social channels for your constituents and how being engaged on the social web gives you another outlet to share information during emergency situations. Tracking, managing, executing, and reporting on social campaigns from one location will also be discussed showing you how to course-correct in-flight marketing campaigns and test multiple variations of content, channel, timing, and frequency to see what works.

1. Social Engagement Powering the
Connected Nonprofit & Campus

2. Donna
Wertalik,
M.S.
Director
of
Marke3ng

3. Agenda
Our
Story
Goals
&
Objec3ves
PRISM
Overview
(Stats,
Recruitment,
Alumni)
PRISM
Structure
PRISM’s
Projects

4. Our Story

6. Objectives
• Build strategic alliances with key colleges within Virginia Tech to secure top
1-2% talent of the top students within the areas of business, design,
engineering, computer science and analytic areas.
• Formulate an official RSO for the organization
• Research our key stakeholders use of social media
• Engage with the entire campus through social media and video story telling,
told through the eyes of the students
• Build a model which expands over time and successfully increases
placement and awareness of the College and it’s programs

7. #conversation
Curate
Facilitate
Monitor
Manage
Create content that our community
will view and interact with in the
social space
Manage and continue conversation
with proper resources built to
operate dialogue
Risk management will secure proper usage of our social
voice, making sure actions comply to an appropriate
message
Top level management will oversee
activity throughout each stage of the process
to align the PRISM/Pamplin vision

9. Social Media Voices & Brand
Positioning

10. Campus
Voices

11. How we do it

12.
Radian6
|
Overview
Radian6
gives
PRISM
the
ability
to
track
conversa3ons
across
mul3ple
social
media
plaNorms,
blogs,
and
news
websites
about
Pamplin
and
other
topics
of
choice
(e.g.,
First
&
Main,
Business
Horizons,
President
Sands’
Installa3on)
Enables
PRISM
to
measure
sen3ment,
find
influencers,
follow
audience
engagement
in
topics,
and
the
ability
to
track
#hashtags
efficiently

13. Radian6
|
Dashboard

14. PRISM Empowers Brands

16. Channel Analysis

17. Pamplin
Facebook:
1,887
fans
to
2,219
fans
18%
increase
Twi`er:
1,033
followers
to
2,004
followers
94%
increase
Instagram:
122
followers
to
606
followers
397%
increase

18. Pamplin
Influencers
Top
Influencers:
- Dean
Sumichrast
- VT
PRISM
- Emily
Africa
- Donna
Wertalik
- Center
for
Innova3on
and
Entrepreneurship
Top
Hashtags:
- #vt19
- #pamplindiversity
- #pamplinpride

19. Your
Tweets
|
Analysis
Your
tweets
averaged
higher
reach
and
engagement
when
you:
- Tagged
your
influencers
-­‐
@VTSandsman,
@VTPamplin,
@VTPRISM,
@SPEAKAdver3sin,
and
@DerickMaggard
- Included
a
photo
or
a
video
in
your
Tweet

20. Our Alumni*
98% of Prism Students are Employed Upon Graduation. Virginia Tech, Pamplin College of Business May 2015 .report

21. PRISM
2015
-­‐
2016
|
What’s
Next?
Pamplin
Graduate
School
Marke3ng
(Video,
Social,
Print)
Pamplin
Departments/Interna3onal
(Brochures,
Social
Media
Content
Assist)
Enhanced
Mul3media
Mobile
Apps
Augmented
Reality
Training
of
faculty
&
staff