This is the long version of my CASE VII presentation on awareness-building, fundraising, and other school, college, and university campaigns that incorporate social media as a significant channel along with other channels. It contains all the transition slides and the images from the presentation as given at CASE VII on 15 November 2009.

1. Now that Twitter &
Facebook Aren’t Enough
integrating social media into your
advancement toolkit
Sunday, 15 November 2009
mStoner

2. FlightoftheFlyers.com

3. @ me
michael.stoner@mstoner.com
mStonerblog.com
mStoner.com
www.linkedin.com/in/mstoner
twitter: @mstonerblog
slideshare.net/mstonervt
mStoner page 3

4. Agenda
• Look closely at multi-channel campaigns
• Explore how they social media as key channels
• Evaluate what makes them effective
• Discuss what you’ve learned from them
• Q&A
mStoner page 4

5. Everything is
connected to
everything else.
mStoner page 5

6. Tim Marklein presentation,
Inbound Marketing Conference:
bit.ly/Ll7Su
mStoner page 6

7. Case study:
Obama for America
mStoner

14. What lessons can we
learn from the Obama
campaign?
Lessons for Advancement from Obama for America:
budurl.com/zj4v
mStoner page 14

15. Case Study:
Powered By Orange
(poweredbyorange.com)
mStoner

17. LEARN Search
Learn about Oregon State
University's impact on Oregon ABOUT PBO
and the world. Then help us tell
the story. BLOG
tell me more
DOWNLOADS
CONNECT
MAP YOURSELF
Connect with thousands of OSU
alumni, students and friends via OSU’S IMPACT
our social media tools and
Google map. VIDEOS AND PHOTOS
add a dot
ALUMNI BUSINESSES
ENGAGE Oregon State is making a difference in your community. CAMPUS BANNERS
Support the Beaver businesses Learn how OSU is leading Oregon's economic recovery.
that are powering our OSU ALUMNI
communities and Oregon's
economic recovery.
ASSOCIATION
find out more
From the PBO Blog
Our Impact
ABOUT PBO November 11, 2009
You are Powered by Oregon State salutes its
Living the Land Grant
Mission: As Oregon’s Land Grant Orange – the students, veterans
university, OSU mindfully alumni, faculty and
November 6, 2009
pioneers ever more creative, far- friends of Oregon State
University – making a
Road Trip Nation bus heads to
reaching ways to fulfill the
positive difference in Oregon State…
mission that has defined its 140-
year existence: Providing Oregon and beyond. October 27, 2009
educational opportunity for the Conserving our natural
It’s a Haunted Homecoming
residents in every corner of this resources. Finding
state, through our undergraduate better ways to
and graduate programs, generate clean energy.
Extension Service and Addressing climate
Experiment Stations. In so doing, change with sensible
OSU increasingly establishes science. Promoting
itself as one of America’s leading healthy living and
Land Grant institutions, capturing disease prevention.
the spirit of Abraham Lincoln’s Feeding a hungry Look for Powered by Orange MAX trains in Portland.
dream that these campuses world. Protecting our
serve as "the people’s colleges" water supplies. Driving innovation to create new products, new companies
and greater prosperity. And living the land-grant mission to provide
more on OSU's impact education and opportunity for all Oregonians.
Power up! Upload your photos, videos and stories. Put your dot on the
map. Get connected. Show the world how you’re Powered by Orange.
OSU & Oregon:
Recovery, Powered by Orange
Oregon State University made unprecedented
contributions in 2008-09 toward economic growth and
sustainability for the state of Oregon, despite serious
challenges to its own financial well being.
Download this document to learn more.
Contact us with your comments, questions, and feedback
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Oregon State University
Corvallis, Oregon 97331-4501
phone: 541-737-1000
Copyright © 2009 Oregon State University | OSU Disclaimer

21. impact on the economy, environment
I make a positive
and community. I turn OSU’s enduring purpose into
action. I am...

25. PBO results
• > 27,000 distinctive participants
• On 21 September (launch), 22% of visits from PDX
• Facebook: 3,137; LinkedIn, 2,800; PBO Twitter: 460
• Other units taking up PBO theme
mStoner page 25

26. Case study:
NMHBook
(NMNSchool.org)
mStoner

30. Search Create Account or Sign In
Home Videos Channels Shows Subscriptions History Upload
nmhschool
nmhschool's Channel
Subscribe All Uploads Favorites Playlists
Uploads (24)
Athlete of the Week
19 views - 1 day ago
NMH: Academic Intelligence
55 views - 1 week ago
NMH Dance-off, October
2009
153 views - 1 week ago
see all
Favorites (5)
Northfield Mount Hermon
School Varsity Field Hockey
2008
mace213 - 667 views
NMH SS activities
announcement
dbkhoa - 305 views
Info Comments Favorite Share Playlists Flag
NMH Basketball 06-07
Athlete of the Week 0 ratings DakiddBM - 6,612 views
From: nmhschool | November 10, 2009 | 19 views
Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all-
see all
school meeting, this little vid introduced the announcement.
View comments, related videos, and more
nmhschool Recent Activity
Subscribe
nmhschool uploaded a new video (1 day ago)
Add as Friend | Athlete of the Week
Block User | Send Message Every week, NMH honors athletes who are killin' it - crazy goals, great save, or
abundance of team spirit. This week at all-school meeting, this li... more
nmhschool uploaded a new video (1 week ago)
Profile NMH: Academic Intelligence
Channel Views: 2,017 At Northfield Mount Hermon, teachers have ambitions... for students and their
achievements in the classroom.
Age: 34
Joined: July 17, 2008 nmhschool uploaded a new video (1 week ago)
Last Sign In: 1 day ago NMH Dance-off, October 2009
NMH students hold intramurals of all kinds. One of the wackiest (and most competitive
Videos Watched: 154 and creative) in the interdorm dance competition.
Subscribers: 15
nmhschool uploaded a new video (3 weeks ago)
Northfield Mount Hermon School YouTube channel
NMH: Direct Yourself
Country: United States Hear from a Northfield Mount Hermon student about the opportunities to direct your own
experiences at NMH, whether it's an art project, your academ... more
nmhschool uploaded a new video (1 month ago)
Subscriptions (2) NMH: Learning And Diversity
Hear from Northfield Mount Hermon students and a teacher on how different points of
view lead to different kinds of conversations.
mace213 mace213
Subscribers (15)
mstonerinc hermanhj xalwayzbo... sporter59 EddieH467 dannylau328 Grainne01
see all
Channel Comments (1)
musicgirl902 (3 months ago)
Go NMH!!!
Add Comment

31. Current Students Apply
Alumni Calendar
Parents Contact Us
Faculty & Staff Visit NMH
Search
Email Print
NMH ON NMH ON NMH BLOGS
John H. Wilson New book — Asylum: inside
November 11, 2009 8:33am the closed world of state
mental hospitals
Congratulations on the launch of
Wednesday, November 11, 2009 -
the Facebook site. Loved the
09:30
photos, especially since I was
just there. Would have liked a ...
closeup of Boulger
Who is Patricia O’Brien?
Vinh Vinny Nguyen Wednesday, November 11, 2009 -
November 11, 2009 10:51am 08:49
Hi, I am Vinny, I attended NMH Patricia O'brien sitting at her
in 94 and my sister in 96 97. I desk in Schauffler Library.
have one BIG question that I am Patricia O’...
dying to know: which campus is
now closed? I know now it's MH This Week in NMH History
campus, but I don't remember 2009-10 #11
what the name of my campus, Wednesday, November 11, 2009 -
but my campus had West Gould 08:28
dorm and a stone gray church.
There was a girl campus name 30 Years Ago from The Bridge,
Marquee or so. can someone vol. 11, no. 6; p. 2 (November
answer my question please, I 14, 1979) You Can...
need to know.
more
Northfield Mount Hermon
School Next
NMH ON
November 10, 2009 9:16pm
@boardingschools NMH has
We relaunched our website launched the brand new website!
today. We are a little biased NMH ON Check it out at
(and very modest). We think it's www.nmhschool.org #school —
pretty cool. Athlete of the Week about 1 day 1 hour ago
from web
19 hours 11 min ago
Northfield Mount Hermon Reply | View Tweet
School
November 8, 2009 2:25pm
@boardingschools 11 NMHers in
The NYT ran a story on prep the class of 2010 have earned a
schools like NMH and what the NMH: Academic Intelligence perfect 800 on their SAT Math
economic downturn means for 1 week 5 days ago Sections this year! #schools —
financial aid. (We are giving about 1 day 3 hours ago
more than $7 million in aid to from web
families this year.) The bottom Reply | View Tweet
line: It's a good time to support
your favorite school. NMH Dance-off, October 2009
@boardingschools check out all
More 1 week 5 days ago of our @flickr photos from the
weekend's incredible dance
performances!
http://bit.ly/Dk2cF #goodtimes
— about 2 days 5 hours ago
NMH: Direct Yourself from web
3 weeks 5 days ago Reply | View Tweet
More
NMH: Learning And Diversity
4 weeks 5 days ago
More
Employment Opportunities | Directory Northfield Mount Hermon
© 2009 Northfield Mount Hermon Privacy Policies One Lamplighter Way | Mount Hermon, MA 01354
Tel 413.498.3000 | info@nmhschool.org

32. Case study:
The Blue Pig
mStoner

39. Case study:
WA Mash
(wamash.com)
mStoner

41. Best practices
• Multiple channels
• Multiple sources of content
• Sense of humor
• Planned evolution
• Results
• More thoughts: budurl.com/l8zb
mStoner page 41

42. Case Studies
• Northfield Mount Hermon: budurl.com/pw89
• Flight of the Flyers.com: budurl/xmcz
• PBO: budurl.com/f5n6;
• Emory University Blue Pig: budurl.com/8bzy
• Worcester Academy, WAMash: budurl.com/9e9f
mStoner page 42

43. Useful resources
• Liz Allen on Caltech LinkedIn groups: tinyurl.com/cko7m6
• Activating alumni networks with Twitter:
tinyurl.com/bnz7re
• Clay Shirky, Here Comes Everybody
mStoner page 43

44. mStoner photo credit: psd on flickr