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
Donna Wertalik, M.S.
Director of Marketing
Virginia Tech, Pamplin College of Business

2. Safe Harbor
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regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded
services or technology developments and customer contracts or use of our services.
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3. Who we are. What we do. How we do it.
Global Force
for Good
Two
Organizations
Salesforce
FoundationSalesforce.org
Product Development
& Distribution
Programs & Grants
One
Model1% Product 1% Equity 1% Time
Pledge 1%
10 Free
Licenses
Deep
Discounts
Two
Product
Discounts
Three
Areas of
Reinvestment
Innovation Community Grants
Six
Nonprofit
Solutions
Fundraising Programs Engagement
Marketing Big Data Platform
Two
Social
Sectors Nonprofit Higher Ed
$85M+
Grants
920K+
Hours
25K+
Customers
$350M+
Donated
Product

4. Celebrating 16 Years of Giving Back
1-1-1
Model
Adopted
$85M+
Grants
1% Equity
25K+
Nonprofits & Higher Ed
1% Product
Sharethemodel.org
920K+
Service Hours
1% Time

5. Donna Wertalik, M.S.
Director of Marketing

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

7. Our Story

9. 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

10. #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

12. Social Media Voices & Brand
Positioning

13. Campus Voices

14. How we do it

15. Radian6 | Overview
Radian6 gives PRISM the ability to track conversations across multiple social media
platforms, blogs, and news websites about Pamplin and other topics of choice
(e.g., First & Main, Business Horizons, President Sands’ Installation)
Enables PRISM to measure sentiment, find influencers, follow audience engagement in
topics, and the ability to track #hashtags efficiently

16. Radian6 | Dashboard

17. PRISM Empowers Brands

19. Channel Analysis

20. Pamplin
Facebook: 1,887 fans to 2,219 fans
18% increase
Twitter: 1,033 followers to 2,004
followers
94% increase
Instagram: 122 followers to 606
followers
397% increase

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

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

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

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