SlideShare a Scribd company logo

Social Media Campaigns #getresults

•Download as KEY, PDF•
•
Susan T. Evans
Susan T. Evans

This was a general session at the 2011 CASE Institute for Senior Communications and Marketing Professionals. The focus is creating a social media campaign (integrating social and other communication channels) for exceptional results for engagement and earned media. I use the William & Mary Mascot Search as a case study that demonstrates the power of social media campaigns.

1 of 41
Social Media #getresults 2011 CASE Institute for Senior Communications and Marketing Professionals Susan T. Evans | Senior Strategist | mStoner
I. Setting the stage II. Case study III. Best practices IV. Social media strategy
Social media: TWITTER & FACEBOOK aren’t enough!
true or false ----- myth or reality
Everything is connected to everything else.
You can control the conversation.
You don’t need a website if you have Facebook.
DEFINITIONS
What is social media? Web-based tools used for social interaction blogs Flickr YouTube Facebook Twitter Foursquare ...
What is social media strategy? Dear Senior Communications and Marketing Professionals, Your social media strategy is a communication strategy. Sincerely, Susan
What is a campaign? A focused effort to achieve goals using a variety of channels appropriate to the results sought
CASE STUDY: William & Mary Mascot Search
I. What we did II. What we got III. Why it mattered
Goals of the Internet campaign: •open, transparent, and inclusive •Fun! (said the president) •participation •engage students, alumni and fans •inform/educate stakeholders •establish trust •build enthusiasm What we did.
Campaign Components: •mascot search website •Blog •Mascot Search on Facebook •@WMMascot on Twitter •YouTube •Flickr •Traditional: campus portal, a bit of print (Alumni Magazine), e-newsletters, student newspapers * former mascot had a blog and Facebook profile What we did.
How we used the channels... •Website as hub •Blog for updates •Twitter for early announcements / sneak peeks •Facebook for preview; discussion; make your own case; graphics of some of the suggestions •YouTube for fun / distraction and THE LAUNCH •Flickr for drawings of finalists What we did.
Our approach: •we kept up our end of the conversation •design and graphics created consistent concept / brand •used personal and informal tone •built up community by reinforcing all channels •developed trust that social media was the way to find out and stay informed •devoted time and energy to integrated social media content What we did.
WOW! Web traffic Feb 2007 – April 2010: 239,300 hits and 120,438 unique visitors Facebook group: 891 members (1,066 wall posts) Twitter: 1,360 followed @WMMascot Blog: 252 comments YouTube: 4,370 channel views Flickr: 2,237 views of mascot-related photos What we got.
Suggestions and Feedback: •839 suggestions in 90 days (44 states and DC represented) •16,913 unique visits to the mascot website the day five finalists unveiled •11,183 completed feedback surveys in four-week period (Dec 7 – Jan 7) What we got. •22,000+ comments
Launch: “Get me the Griffin!” •The mascot launch was an Internet & campus event. Alumni, parents, students, & fans not in Williamsburg took part. •Launch day: 21,025 hits; 7,505 unique visitors •Launch day and beyond: 17,000+ views of YouTube video announcement 21,611 views of YouTube video What we of the Griffin got.
First appearance of the Griffin in April 2010.
Alumni love the new mascot. Social media allowed a conversation and we offered more engaging info and more immediate updates. The viral aspect of social media reached individuals who weren’t paying attention to our mascot search. Why it mattered.
Alumni over 40 use social media! (Now we know.) 20% of alums who suggested a mascot were 52 or older 5,591 alums provided feedback on finalists (50% of total)! *When individuals care about a topic and are consistently offered the opportunity to participate, they will. Why it mattered.
Earned media was high. Something whacky led to reporter interest. •The Daily Show •Washington Post •ESPN •USA Today •Sports Illustrated •Chronicle of Higher Education Reporters following our search used the social media Why it content we had in place. mattered.
BEST PRACTICES
What works? questions emotion photos and videos weather famous alums athletics insider info / sneak peeks
Look familiar? specific goals more planning/less spontaneous make a commitment and be consistent institutional buy-in and support multiple channels multiple sources of content sense of humor planned evolution (track reactions/ patterns) monitor results
Seriously. Like every other part of your communication strategy, social media requires a plan and good old-fashioned hard work.
Good news! You built a following. Where’s my strategy?
Social Media STRATEGY
Elements of a Social Media Strategy purpose brand management values techniques policy content oversight page
I can be spontaneous if I plan for it. •purpose •values page
Don’t spend your time managing exceptions. •oversight •policies page
Let’s get this done higher ed! •brand management •techniques •content page
Susan’s pearls of wisdom
It’s the conversation, stupid.
Beware of trolls.
It’s like telling your kids about sex. Answer the question that is asked.
I was once paid to write tweets for a squirrel.
Questions? #yourturn
Thanks. http://clients.mstoner.com/case_institute Susan T. Evans Senior Strategist susan.evans@mstoner. com @susantevans office: 757.565.1726 mobile: 757.903.1120

Recommended

Content generation and curation for Detroit ECE Academy
Content generation and curation for Detroit ECE Academy Content generation and curation for Detroit ECE Academy
Content generation and curation for Detroit ECE Academy
Lisa Colton
 
Don't Be Left Behind: Social Media for NonProfits
Don't Be Left Behind: Social Media for NonProfitsDon't Be Left Behind: Social Media for NonProfits
Don't Be Left Behind: Social Media for NonProfits
Eileen OBrien
 
Social Media for NonProfits 2012
Social Media for NonProfits 2012Social Media for NonProfits 2012
Social Media for NonProfits 2012
Eileen O'Brien
 
Engaging and Inspiring Alumni Networks with Social Media
Engaging and Inspiring Alumni Networks with Social MediaEngaging and Inspiring Alumni Networks with Social Media
Engaging and Inspiring Alumni Networks with Social Media
Beth Kanter
 
Social Media Builds Community
Social Media Builds CommunitySocial Media Builds Community
Social Media Builds Community
Geben Communication
 
Running a Social Media Newsroom
Running a Social Media NewsroomRunning a Social Media Newsroom
Running a Social Media Newsroom
Game Day Communications
 
Getting Ready for Giving Tuesday
Getting Ready for Giving TuesdayGetting Ready for Giving Tuesday
Getting Ready for Giving Tuesday
501 Commons
 
Making Your Own Media
Making Your Own MediaMaking Your Own Media
Making Your Own MediaGame Day Communications
 

Recommended

Content generation and curation for Detroit ECE Academy
Content generation and curation for Detroit ECE Academy Content generation and curation for Detroit ECE Academy
Content generation and curation for Detroit ECE Academy
Lisa Colton
 
Don't Be Left Behind: Social Media for NonProfits
Don't Be Left Behind: Social Media for NonProfitsDon't Be Left Behind: Social Media for NonProfits
Don't Be Left Behind: Social Media for NonProfits
Eileen OBrien
 
Social Media for NonProfits 2012
Social Media for NonProfits 2012Social Media for NonProfits 2012
Social Media for NonProfits 2012
Eileen O'Brien
 
Engaging and Inspiring Alumni Networks with Social Media
Engaging and Inspiring Alumni Networks with Social MediaEngaging and Inspiring Alumni Networks with Social Media
Engaging and Inspiring Alumni Networks with Social Media
Beth Kanter
 
Social Media Builds Community
Social Media Builds CommunitySocial Media Builds Community
Social Media Builds Community
Geben Communication
 
Running a Social Media Newsroom
Running a Social Media NewsroomRunning a Social Media Newsroom
Running a Social Media Newsroom
Game Day Communications
 
Getting Ready for Giving Tuesday
Getting Ready for Giving TuesdayGetting Ready for Giving Tuesday
Getting Ready for Giving Tuesday
501 Commons
 
Making Your Own Media
Making Your Own MediaMaking Your Own Media
Making Your Own MediaGame Day Communications
 
Social Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional ChamberSocial Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional ChamberGame Day Communications
 
Bloomingdale's social media strategy
Bloomingdale's social media strategyBloomingdale's social media strategy
Bloomingdale's social media strategy
Madeleine DeSena
 
Using social media to raise more money
Using social media to raise more moneyUsing social media to raise more money
Using social media to raise more moneyJeff Achen
 
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage VolunteersRecruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
501 Commons
 
160512 How to use social media to engage youth
160512 How to use social media to engage youth160512 How to use social media to engage youth
160512 How to use social media to engage youth
Apestaartjaren
 
Where's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEWhere's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROE
Debra Askanase
 
How to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional VisibilityHow to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional Visibility
Marie Ennis-O'Connor
 
Social Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance CompanySocial Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance CompanyRebecca Hesilrige
 
Content Development & Social Media
Content Development & Social MediaContent Development & Social Media
Content Development & Social Media
Ashley Griffin
 
Social Media for Parks and Recreation
Social Media for Parks and RecreationSocial Media for Parks and Recreation
Social Media for Parks and Recreation
Jbsem
 
Facebook Strategies for Nonprofits
Facebook Strategies for NonprofitsFacebook Strategies for Nonprofits
Facebook Strategies for Nonprofits
501 Commons
 
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Shai Coggins
 
07.Metrics
07.Metrics07.Metrics
07.Metrics
Julian Matthews
 
Social Media: From Strategy to Tactics
Social Media: From Strategy to TacticsSocial Media: From Strategy to Tactics
Social Media: From Strategy to Tactics
501 Commons
 
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Julia Campbell
 
Social Media Workshop
Social Media WorkshopSocial Media Workshop
Social Media Workshop
Beth Kanter
 
Bsm wk iv_su12
Bsm wk iv_su12Bsm wk iv_su12
Bsm wk iv_su12
Yadira Galindo
 
Social Media For A Cause
Social Media For A CauseSocial Media For A Cause
Social Media For A Cause
the forest & the trees
 
Social Media for Non-Profit Organizations
Social Media for Non-Profit OrganizationsSocial Media for Non-Profit Organizations
Social Media for Non-Profit OrganizationsVolunteer Sudbury / Bénévolat Sudbury
 
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Shai Coggins
 
Ron
RonRon
RonZhenqiang Tang
 
Mbs prestige belgravia case study
Mbs prestige belgravia case studyMbs prestige belgravia case study
Mbs prestige belgravia case studyMBSContracting
 

More Related Content

What's hot

Social Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional ChamberSocial Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional ChamberGame Day Communications
 
Bloomingdale's social media strategy
Bloomingdale's social media strategyBloomingdale's social media strategy
Bloomingdale's social media strategy
Madeleine DeSena
 
Using social media to raise more money
Using social media to raise more moneyUsing social media to raise more money
Using social media to raise more moneyJeff Achen
 
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage VolunteersRecruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
501 Commons
 
160512 How to use social media to engage youth
160512 How to use social media to engage youth160512 How to use social media to engage youth
160512 How to use social media to engage youth
Apestaartjaren
 
Where's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEWhere's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROE
Debra Askanase
 
How to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional VisibilityHow to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional Visibility
Marie Ennis-O'Connor
 
Social Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance CompanySocial Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance CompanyRebecca Hesilrige
 
Content Development & Social Media
Content Development & Social MediaContent Development & Social Media
Content Development & Social Media
Ashley Griffin
 
Social Media for Parks and Recreation
Social Media for Parks and RecreationSocial Media for Parks and Recreation
Social Media for Parks and Recreation
Jbsem
 
Facebook Strategies for Nonprofits
Facebook Strategies for NonprofitsFacebook Strategies for Nonprofits
Facebook Strategies for Nonprofits
501 Commons
 
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Shai Coggins
 
07.Metrics
07.Metrics07.Metrics
07.Metrics
Julian Matthews
 
Social Media: From Strategy to Tactics
Social Media: From Strategy to TacticsSocial Media: From Strategy to Tactics
Social Media: From Strategy to Tactics
501 Commons
 
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Julia Campbell
 
Social Media Workshop
Social Media WorkshopSocial Media Workshop
Social Media Workshop
Beth Kanter
 
Bsm wk iv_su12
Bsm wk iv_su12Bsm wk iv_su12
Bsm wk iv_su12
Yadira Galindo
 
Social Media For A Cause
Social Media For A CauseSocial Media For A Cause
Social Media For A Cause
the forest & the trees
 
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Shai Coggins
 

What's hot (20)

Social Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional ChamberSocial Media Strategies, Cincinnati USA Regional Chamber
Social Media Strategies, Cincinnati USA Regional Chamber
 
Bloomingdale's social media strategy
Bloomingdale's social media strategyBloomingdale's social media strategy
Bloomingdale's social media strategy
 
Using social media to raise more money
Using social media to raise more moneyUsing social media to raise more money
Using social media to raise more money
 
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage VolunteersRecruit, Retain, Recognize: Using Social Media to Manage Volunteers
Recruit, Retain, Recognize: Using Social Media to Manage Volunteers
 
160512 How to use social media to engage youth
160512 How to use social media to engage youth160512 How to use social media to engage youth
160512 How to use social media to engage youth
 
Where's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROEWhere's the Return on Engagement? Measuring Social Media ROE
Where's the Return on Engagement? Measuring Social Media ROE
 
How to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional VisibilityHow to Use Twitter To Educate Patients And Increase Professional Visibility
How to Use Twitter To Educate Patients And Increase Professional Visibility
 
Social Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance CompanySocial Media Strategy for Travel Insurance Company
Social Media Strategy for Travel Insurance Company
 
Content Development & Social Media
Content Development & Social MediaContent Development & Social Media
Content Development & Social Media
 
Social Media for Parks and Recreation
Social Media for Parks and RecreationSocial Media for Parks and Recreation
Social Media for Parks and Recreation
 
Facebook Strategies for Nonprofits
Facebook Strategies for NonprofitsFacebook Strategies for Nonprofits
Facebook Strategies for Nonprofits
 
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
Growing a nonprofit social media strategy: MS NGO Day Sydney 2010
 
07.Metrics
07.Metrics07.Metrics
07.Metrics
 
Social Media: From Strategy to Tactics
Social Media: From Strategy to TacticsSocial Media: From Strategy to Tactics
Social Media: From Strategy to Tactics
 
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
Social Media for Social Good: How Nonprofits Can Use Social Media Marketing T...
 
Social Media Workshop
Social Media WorkshopSocial Media Workshop
Social Media Workshop
 
Bsm wk iv_su12
Bsm wk iv_su12Bsm wk iv_su12
Bsm wk iv_su12
 
Social Media For A Cause
Social Media For A CauseSocial Media For A Cause
Social Media For A Cause
 
Social Media for Non-Profit Organizations
Social Media for Non-Profit OrganizationsSocial Media for Non-Profit Organizations
Social Media for Non-Profit Organizations
 
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
Social Media for Nonprofits: MS NGO Connection Days in Bacolod & Cebu 2011
 

Viewers also liked

Mbs prestige belgravia case study
Mbs prestige belgravia case studyMbs prestige belgravia case study
Mbs prestige belgravia case studyMBSContracting
 
teste Modelo de atividade semana 2 presencial
teste Modelo de atividade semana 2 presencialteste Modelo de atividade semana 2 presencial
teste Modelo de atividade semana 2 presencial
Graziane Arruda
 
Pembukaan Makalah
Pembukaan MakalahPembukaan Makalah
Pembukaan Makalah
Ivan Rizaldi
 
Historical Overview Of Religious Theories
Historical Overview Of Religious TheoriesHistorical Overview Of Religious Theories
Historical Overview Of Religious Theorieswcnels2
 
10 point philippine economic agenda 2016
10 point philippine economic agenda 201610 point philippine economic agenda 2016
10 point philippine economic agenda 2016
Jill Pelayo
 

Viewers also liked (7)

Ron
RonRon
Ron
 
Mbs prestige belgravia case study
Mbs prestige belgravia case studyMbs prestige belgravia case study
Mbs prestige belgravia case study
 
Ron self introduce
Ron self introduceRon self introduce
Ron self introduce
 
teste Modelo de atividade semana 2 presencial
teste Modelo de atividade semana 2 presencialteste Modelo de atividade semana 2 presencial
teste Modelo de atividade semana 2 presencial
 
Pembukaan Makalah
Pembukaan MakalahPembukaan Makalah
Pembukaan Makalah
 
Historical Overview Of Religious Theories
Historical Overview Of Religious TheoriesHistorical Overview Of Religious Theories
Historical Overview Of Religious Theories
 
10 point philippine economic agenda 2016
10 point philippine economic agenda 201610 point philippine economic agenda 2016
10 point philippine economic agenda 2016
 

Similar to Social Media Campaigns #getresults

How to leverage social media throughout your event life cycle
How to leverage social media throughout your event life cycleHow to leverage social media throughout your event life cycle
How to leverage social media throughout your event life cycle
Anne Sigman
 
Social Media and Audiences at the Cleveland Museum of Art
Social Media and Audiences at the Cleveland Museum of ArtSocial Media and Audiences at the Cleveland Museum of Art
Social Media and Audiences at the Cleveland Museum of Art
Reena Goodwin
 
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better FuturesLeveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
David Hood
 
Fundraising using social media: A briefing
Fundraising using social media: A briefingFundraising using social media: A briefing
Fundraising using social media: A briefing
Mark Walker
 
Marketing using social media
Marketing using social mediaMarketing using social media
Marketing using social media
Mark Walker
 
How to build community on social media
How to build community on social mediaHow to build community on social media
How to build community on social media
Sarah Khan
 
SM4NP, Chicago, 2014: Interactive Solutions Salon recap
SM4NP, Chicago, 2014: Interactive Solutions Salon recapSM4NP, Chicago, 2014: Interactive Solutions Salon recap
SM4NP, Chicago, 2014: Interactive Solutions Salon recap
Social Media for Nonprofits
 
Social Media Bootcamp by Wendy Maynard
Social Media Bootcamp by Wendy MaynardSocial Media Bootcamp by Wendy Maynard
Social Media Bootcamp by Wendy Maynard
Wendy Maynard
 
Seeing the Whole Picture with Visual Marketing
Seeing the Whole Picture with Visual MarketingSeeing the Whole Picture with Visual Marketing
Seeing the Whole Picture with Visual Marketing
Sociality Squared
 
2012 ai dallasintegrating social media into your effort[1]
2012 ai dallasintegrating social media into your effort[1]2012 ai dallasintegrating social media into your effort[1]
2012 ai dallasintegrating social media into your effort[1]Lynne Wester
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
Cosmic
 
Planning for Social Media Advocacy
Planning for Social Media AdvocacyPlanning for Social Media Advocacy
Planning for Social Media Advocacy
Emily Davis Consulting
 
Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011moonball
 
Play the ponies: People, puppies & mascots for the Social Media win at #WesternU
Play the ponies: People, puppies & mascots for the Social Media win at #WesternUPlay the ponies: People, puppies & mascots for the Social Media win at #WesternU
Play the ponies: People, puppies & mascots for the Social Media win at #WesternU
Melissa Cheater
 
Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...
Suna Gurol
 
Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011moonball
 
You Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountYou Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountNTEN
 
Digital Marketing @ UWA
Digital Marketing @ UWADigital Marketing @ UWA
Digital Marketing @ UWA
Lisa Harris
 
NC Philanthropy Conference Presentation
NC Philanthropy Conference PresentationNC Philanthropy Conference Presentation
NC Philanthropy Conference Presentation
Jennings Healthcare Marketing (Dan Dunlop)
 

Similar to Social Media Campaigns #getresults (20)

How to leverage social media throughout your event life cycle
How to leverage social media throughout your event life cycleHow to leverage social media throughout your event life cycle
How to leverage social media throughout your event life cycle
 
Social Media and Audiences at the Cleveland Museum of Art
Social Media and Audiences at the Cleveland Museum of ArtSocial Media and Audiences at the Cleveland Museum of Art
Social Media and Audiences at the Cleveland Museum of Art
 
Leveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better FuturesLeveraging Social Media to Build Better Futures
Leveraging Social Media to Build Better Futures
 
Fundraising using social media: A briefing
Fundraising using social media: A briefingFundraising using social media: A briefing
Fundraising using social media: A briefing
 
Marketing using social media
Marketing using social mediaMarketing using social media
Marketing using social media
 
How to build community on social media
How to build community on social mediaHow to build community on social media
How to build community on social media
 
SM4NP, Chicago, 2014: Interactive Solutions Salon recap
SM4NP, Chicago, 2014: Interactive Solutions Salon recapSM4NP, Chicago, 2014: Interactive Solutions Salon recap
SM4NP, Chicago, 2014: Interactive Solutions Salon recap
 
Social Media Bootcamp by Wendy Maynard
Social Media Bootcamp by Wendy MaynardSocial Media Bootcamp by Wendy Maynard
Social Media Bootcamp by Wendy Maynard
 
Seeing the Whole Picture with Visual Marketing
Seeing the Whole Picture with Visual MarketingSeeing the Whole Picture with Visual Marketing
Seeing the Whole Picture with Visual Marketing
 
2012 ai dallasintegrating social media into your effort[1]
2012 ai dallasintegrating social media into your effort[1]2012 ai dallasintegrating social media into your effort[1]
2012 ai dallasintegrating social media into your effort[1]
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 
Social media-overview
Social media-overviewSocial media-overview
Social media-overview
 
Planning for Social Media Advocacy
Planning for Social Media AdvocacyPlanning for Social Media Advocacy
Planning for Social Media Advocacy
 
Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011
 
Play the ponies: People, puppies & mascots for the Social Media win at #WesternU
Play the ponies: People, puppies & mascots for the Social Media win at #WesternUPlay the ponies: People, puppies & mascots for the Social Media win at #WesternU
Play the ponies: People, puppies & mascots for the Social Media win at #WesternU
 
Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...Social Media for Nonprofits: Tips and tools for using social media to build s...
Social Media for Nonprofits: Tips and tools for using social media to build s...
 
Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011Social Media & Marketing Presentation to Athletics - Nov 2011
Social Media & Marketing Presentation to Athletics - Nov 2011
 
You Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter AccountYou Need A Strategy, Dammit, Not A Twitter Account
You Need A Strategy, Dammit, Not A Twitter Account
 
Digital Marketing @ UWA
Digital Marketing @ UWADigital Marketing @ UWA
Digital Marketing @ UWA
 
NC Philanthropy Conference Presentation
NC Philanthropy Conference PresentationNC Philanthropy Conference Presentation
NC Philanthropy Conference Presentation
 

More from Susan T. Evans

Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
Susan T. Evans
 
Engaging Audiences with Social Media: What's true? What's best? What's next?
Engaging Audiences with Social Media: What's true? What's best? What's next?Engaging Audiences with Social Media: What's true? What's best? What's next?
Engaging Audiences with Social Media: What's true? What's best? What's next?
Susan T. Evans
 
What's your strategy for strategy?
What's your strategy for strategy?What's your strategy for strategy?
What's your strategy for strategy?
Susan T. Evans
 
OH in Higher Ed Circles: 6 things that drive us mad.
OH in Higher Ed Circles: 6 things that drive us mad.OH in Higher Ed Circles: 6 things that drive us mad.
OH in Higher Ed Circles: 6 things that drive us mad.
Susan T. Evans
 
And the Winners Are...Case Studies of Social Media Success Stories
And the Winners Are...Case Studies of Social Media Success Stories And the Winners Are...Case Studies of Social Media Success Stories
And the Winners Are...Case Studies of Social Media Success Stories
Susan T. Evans
 
Helicopters or Helpers: Using social media for parent engagement and fundrais...
Helicopters or Helpers: Using social media for parent engagement and fundrais...Helicopters or Helpers: Using social media for parent engagement and fundrais...
Helicopters or Helpers: Using social media for parent engagement and fundrais...
Susan T. Evans
 
Who's Zoomin' Who? Making it work with external partners.
Who's Zoomin' Who? Making it work with external partners.Who's Zoomin' Who? Making it work with external partners.
Who's Zoomin' Who? Making it work with external partners.
Susan T. Evans
 
Designing for Smaller Screens: It's not just about the technology.
Designing for Smaller Screens: It's not just about the technology.Designing for Smaller Screens: It's not just about the technology.
Designing for Smaller Screens: It's not just about the technology.
Susan T. Evans
 
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
Susan T. Evans
 
Connect Your Own Dots: Social Media Integration as a Best Practice
Connect Your Own Dots: Social Media Integration as a Best PracticeConnect Your Own Dots: Social Media Integration as a Best Practice
Connect Your Own Dots: Social Media Integration as a Best Practice
Susan T. Evans
 
Inspired by the Cheshire Cat: Strategy leads to success.
Inspired by the Cheshire Cat: Strategy leads to success.Inspired by the Cheshire Cat: Strategy leads to success.
Inspired by the Cheshire Cat: Strategy leads to success.
Susan T. Evans
 
Social Media Integration as a Best Practice for Marketing and Communications
Social Media Integration as a Best Practice for Marketing and CommunicationsSocial Media Integration as a Best Practice for Marketing and Communications
Social Media Integration as a Best Practice for Marketing and Communications
Susan T. Evans
 
Changing Roles in Communications Departments (What's social media got to do w...
Changing Roles in Communications Departments (What's social media got to do w...Changing Roles in Communications Departments (What's social media got to do w...
Changing Roles in Communications Departments (What's social media got to do w...
Susan T. Evans
 
Making the Case for Creative Services
Making the Case for Creative ServicesMaking the Case for Creative Services
Making the Case for Creative Services
Susan T. Evans
 
Social Media: Myths and Music
Social Media: Myths and MusicSocial Media: Myths and Music
Social Media: Myths and Music
Susan T. Evans
 
What Do I Say? Content Ideas for Social Media - mStoner Webinar
What Do I Say? Content Ideas for Social Media - mStoner WebinarWhat Do I Say? Content Ideas for Social Media - mStoner Webinar
What Do I Say? Content Ideas for Social Media - mStoner Webinar
Susan T. Evans
 
Social Media #getresults (for parent fundraising)
Social Media #getresults (for parent fundraising)Social Media #getresults (for parent fundraising)
Social Media #getresults (for parent fundraising)
Susan T. Evans
 
Creative services, anyone?
Creative services, anyone?Creative services, anyone?
Creative services, anyone?
Susan T. Evans
 
Content Realism - mStoner Webinar
Content Realism - mStoner WebinarContent Realism - mStoner Webinar
Content Realism - mStoner Webinar
Susan T. Evans
 
Communication in the Workplace
Communication in the WorkplaceCommunication in the Workplace
Communication in the Workplace
Susan T. Evans
 

More from Susan T. Evans (20)

Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
Making the Brand Meaningful to Prospective Undergraduates: A Content First Ap...
 
Engaging Audiences with Social Media: What's true? What's best? What's next?
Engaging Audiences with Social Media: What's true? What's best? What's next?Engaging Audiences with Social Media: What's true? What's best? What's next?
Engaging Audiences with Social Media: What's true? What's best? What's next?
 
What's your strategy for strategy?
What's your strategy for strategy?What's your strategy for strategy?
What's your strategy for strategy?
 
OH in Higher Ed Circles: 6 things that drive us mad.
OH in Higher Ed Circles: 6 things that drive us mad.OH in Higher Ed Circles: 6 things that drive us mad.
OH in Higher Ed Circles: 6 things that drive us mad.
 
And the Winners Are...Case Studies of Social Media Success Stories
And the Winners Are...Case Studies of Social Media Success Stories And the Winners Are...Case Studies of Social Media Success Stories
And the Winners Are...Case Studies of Social Media Success Stories
 
Helicopters or Helpers: Using social media for parent engagement and fundrais...
Helicopters or Helpers: Using social media for parent engagement and fundrais...Helicopters or Helpers: Using social media for parent engagement and fundrais...
Helicopters or Helpers: Using social media for parent engagement and fundrais...
 
Who's Zoomin' Who? Making it work with external partners.
Who's Zoomin' Who? Making it work with external partners.Who's Zoomin' Who? Making it work with external partners.
Who's Zoomin' Who? Making it work with external partners.
 
Designing for Smaller Screens: It's not just about the technology.
Designing for Smaller Screens: It's not just about the technology.Designing for Smaller Screens: It's not just about the technology.
Designing for Smaller Screens: It's not just about the technology.
 
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
Connect Your Own Dots: Social Media Integration as a Best Practice for Market...
 
Connect Your Own Dots: Social Media Integration as a Best Practice
Connect Your Own Dots: Social Media Integration as a Best PracticeConnect Your Own Dots: Social Media Integration as a Best Practice
Connect Your Own Dots: Social Media Integration as a Best Practice
 
Inspired by the Cheshire Cat: Strategy leads to success.
Inspired by the Cheshire Cat: Strategy leads to success.Inspired by the Cheshire Cat: Strategy leads to success.
Inspired by the Cheshire Cat: Strategy leads to success.
 
Social Media Integration as a Best Practice for Marketing and Communications
Social Media Integration as a Best Practice for Marketing and CommunicationsSocial Media Integration as a Best Practice for Marketing and Communications
Social Media Integration as a Best Practice for Marketing and Communications
 
Changing Roles in Communications Departments (What's social media got to do w...
Changing Roles in Communications Departments (What's social media got to do w...Changing Roles in Communications Departments (What's social media got to do w...
Changing Roles in Communications Departments (What's social media got to do w...
 
Making the Case for Creative Services
Making the Case for Creative ServicesMaking the Case for Creative Services
Making the Case for Creative Services
 
Social Media: Myths and Music
Social Media: Myths and MusicSocial Media: Myths and Music
Social Media: Myths and Music
 
What Do I Say? Content Ideas for Social Media - mStoner Webinar
What Do I Say? Content Ideas for Social Media - mStoner WebinarWhat Do I Say? Content Ideas for Social Media - mStoner Webinar
What Do I Say? Content Ideas for Social Media - mStoner Webinar
 
Social Media #getresults (for parent fundraising)
Social Media #getresults (for parent fundraising)Social Media #getresults (for parent fundraising)
Social Media #getresults (for parent fundraising)
 
Creative services, anyone?
Creative services, anyone?Creative services, anyone?
Creative services, anyone?
 
Content Realism - mStoner Webinar
Content Realism - mStoner WebinarContent Realism - mStoner Webinar
Content Realism - mStoner Webinar
 
Communication in the Workplace
Communication in the WorkplaceCommunication in the Workplace
Communication in the Workplace
 

Recently uploaded

Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Thiyagu K
 
2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...
Sandy Millin
 
Language Across the Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.Language Across the Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.
Atul Kumar Singh
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
Anna Sz.
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
EugeneSaldivar
 
Additional Benefits for Employee Website.pdf
Additional Benefits for Employee Website.pdfAdditional Benefits for Employee Website.pdf
Additional Benefits for Employee Website.pdf
joachimlavalley1
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
Vikramjit Singh
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
EduSkills OECD
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
JosvitaDsouza2
 
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdfESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
Fundacja Rozwoju Społeczeństwa Przedsiębiorczego
 
Overview on Edible Vaccine: Pros & Cons with Mechanism
Overview on Edible Vaccine: Pros & Cons with MechanismOverview on Edible Vaccine: Pros & Cons with Mechanism
Overview on Edible Vaccine: Pros & Cons with Mechanism
DeeptiGupta154
 
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCECLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
BhavyaRajput3
 
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
AzmatAli747758
 
Synthetic Fiber Construction in lab .pptx
Synthetic Fiber Construction in lab .pptxSynthetic Fiber Construction in lab .pptx
Synthetic Fiber Construction in lab .pptx
Pavel ( NSTU)
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
Delapenabediema
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
MysoreMuleSoftMeetup
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
Vivekanand Anglo Vedic Academy
 
Palestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptxPalestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptx
RaedMohamed3
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
beazzy04
 
Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)
rosedainty
 

Recently uploaded (20)

Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
 
2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...2024.06.01 Introducing a competency framework for languag learning materials ...
2024.06.01 Introducing a competency framework for languag learning materials ...
 
Language Across the Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.Language Across the Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
 
Additional Benefits for Employee Website.pdf
Additional Benefits for Employee Website.pdfAdditional Benefits for Employee Website.pdf
Additional Benefits for Employee Website.pdf
 
Digital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and ResearchDigital Tools and AI for Teaching Learning and Research
Digital Tools and AI for Teaching Learning and Research
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
 
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdfESC Beyond Borders _From EU to You_ InfoPack general.pdf
ESC Beyond Borders _From EU to You_ InfoPack general.pdf
 
Overview on Edible Vaccine: Pros & Cons with Mechanism
Overview on Edible Vaccine: Pros & Cons with MechanismOverview on Edible Vaccine: Pros & Cons with Mechanism
Overview on Edible Vaccine: Pros & Cons with Mechanism
 
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCECLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
CLASS 11 CBSE B.St Project AIDS TO TRADE - INSURANCE
 
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
Cambridge International AS A Level Biology Coursebook - EBook (MaryFosbery J...
 
Synthetic Fiber Construction in lab .pptx
Synthetic Fiber Construction in lab .pptxSynthetic Fiber Construction in lab .pptx
Synthetic Fiber Construction in lab .pptx
 
The Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official PublicationThe Challenger.pdf DNHS Official Publication
The Challenger.pdf DNHS Official Publication
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
 
Palestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptxPalestine last event orientationfvgnh .pptx
Palestine last event orientationfvgnh .pptx
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
 
Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)Template Jadual Bertugas Kelas (Boleh Edit)
Template Jadual Bertugas Kelas (Boleh Edit)
 

Social Media Campaigns #getresults

  • 1. Social Media #getresults 2011 CASE Institute for Senior Communications and Marketing Professionals Susan T. Evans | Senior Strategist | mStoner
  • 2. I. Setting the stage II. Case study III. Best practices IV. Social media strategy
  • 3. Social media: TWITTER & FACEBOOK aren’t enough!
  • 4. true or false ----- myth or reality
  • 5. Everything is connected to everything else.
  • 6. You can control the conversation.
  • 7. You don’t need a website if you have Facebook.
  • 9. What is social media? Web-based tools used for social interaction blogs Flickr YouTube Facebook Twitter Foursquare ...
  • 10. What is social media strategy? Dear Senior Communications and Marketing Professionals, Your social media strategy is a communication strategy. Sincerely, Susan
  • 11. What is a campaign? A focused effort to achieve goals using a variety of channels appropriate to the results sought
  • 12. CASE STUDY: William & Mary Mascot Search
  • 13. I. What we did II. What we got III. Why it mattered
  • 14. Goals of the Internet campaign: •open, transparent, and inclusive •Fun! (said the president) •participation •engage students, alumni and fans •inform/educate stakeholders •establish trust •build enthusiasm What we did.
  • 15. Campaign Components: •mascot search website •Blog •Mascot Search on Facebook •@WMMascot on Twitter •YouTube •Flickr •Traditional: campus portal, a bit of print (Alumni Magazine), e-newsletters, student newspapers * former mascot had a blog and Facebook profile What we did.
  • 16. How we used the channels... •Website as hub •Blog for updates •Twitter for early announcements / sneak peeks •Facebook for preview; discussion; make your own case; graphics of some of the suggestions •YouTube for fun / distraction and THE LAUNCH •Flickr for drawings of finalists What we did.
  • 17. Our approach: •we kept up our end of the conversation •design and graphics created consistent concept / brand •used personal and informal tone •built up community by reinforcing all channels •developed trust that social media was the way to find out and stay informed •devoted time and energy to integrated social media content What we did.
  • 18. WOW! Web traffic Feb 2007 – April 2010: 239,300 hits and 120,438 unique visitors Facebook group: 891 members (1,066 wall posts) Twitter: 1,360 followed @WMMascot Blog: 252 comments YouTube: 4,370 channel views Flickr: 2,237 views of mascot-related photos What we got.
  • 19. Suggestions and Feedback: •839 suggestions in 90 days (44 states and DC represented) •16,913 unique visits to the mascot website the day five finalists unveiled •11,183 completed feedback surveys in four-week period (Dec 7 – Jan 7) What we got. •22,000+ comments
  • 20. Launch: “Get me the Griffin!” •The mascot launch was an Internet & campus event. Alumni, parents, students, & fans not in Williamsburg took part. •Launch day: 21,025 hits; 7,505 unique visitors •Launch day and beyond: 17,000+ views of YouTube video announcement 21,611 views of YouTube video What we of the Griffin got.
  • 21. First appearance of the Griffin in April 2010.
  • 22. Alumni love the new mascot. Social media allowed a conversation and we offered more engaging info and more immediate updates. The viral aspect of social media reached individuals who weren’t paying attention to our mascot search. Why it mattered.
  • 23. Alumni over 40 use social media! (Now we know.) 20% of alums who suggested a mascot were 52 or older 5,591 alums provided feedback on finalists (50% of total)! *When individuals care about a topic and are consistently offered the opportunity to participate, they will. Why it mattered.
  • 24. Earned media was high. Something whacky led to reporter interest. •The Daily Show •Washington Post •ESPN •USA Today •Sports Illustrated •Chronicle of Higher Education Reporters following our search used the social media Why it content we had in place. mattered.
  • 26. What works? questions emotion photos and videos weather famous alums athletics insider info / sneak peeks
  • 27. Look familiar? specific goals more planning/less spontaneous make a commitment and be consistent institutional buy-in and support multiple channels multiple sources of content sense of humor planned evolution (track reactions/ patterns) monitor results
  • 28. Seriously. Like every other part of your communication strategy, social media requires a plan and good old-fashioned hard work.
  • 29. Good news! You built a following. Where’s my strategy?
  • 31. Elements of a Social Media Strategy purpose brand management values techniques policy content oversight page
  • 32. I can be spontaneous if I plan for it. •purpose •values page
  • 33. Don’t spend your time managing exceptions. •oversight •policies page
  • 34. Let’s get this done higher ed! •brand management •techniques •content page
  • 38. It’s like telling your kids about sex. Answer the question that is asked.
  • 39. I was once paid to write tweets for a squirrel.
  • 41. Thanks. http://clients.mstoner.com/case_institute Susan T. Evans Senior Strategist susan.evans@mstoner. com @susantevans office: 757.565.1726 mobile: 757.903.1120

Editor's Notes

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n