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Connect Your Own Dots: Social Media Integration as a Best Practice for Marketing and Communications Professionals


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Your audiences experience your brand and hear from you through an ever growing list of social media channels; but you can’t expect them to connect the dots. Instead, you need to develop an institutional plan that will allow you to stay on message across multiple digital channels like social media aggregators, websites, editorial calendars, and social media campaigns. A social media strategy isolated from your broader communication/marketing strategy is a risk. This webinar will include specific suggestions and demonstrate best practices through case studies from educational institutions.

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Connect Your Own Dots: Social Media Integration as a Best Practice for Marketing and Communications Professionals

  1. 1. Connect Your Own Dots:Social Media Integration as a Best Practice forMarketing and Communications Professionals mStoner
  2. 2. Susan T. EvansSenior Strategist @susantevans
  3. 3. It’s not about us, it’s about theaudience we want to reach.#truethat #connectSMdots
  4. 4. Inbound marketing is moreeffective for earning theattention of audiences.#connectSMdots
  5. 5. Our Agenda I. It’s a web presence, people. II. Run a campaign! III. Make a smashup for them?IV. Coordination not desperation.
  6. 6. Everything is connected toeverything else. Michael Stoner (2010)
  7. 7. .edu
  8. 8. Multi-channel communication. Please, connect the dots for your audience. Integrate. Again, I say, integrate! page
  9. 9. “We already have a social media coordinator who takes care of all that for us.”
  10. 10. Play nice...
  11. 11. It’s a webpresence people! 1
  12. 12. #authenticityFootprint = Collection of content acrossmultiple channels that represents you.
  13. 13. Instead, the big fat footer... strip strip Vanderbilt University -
  14. 14. A social footer... Elizabethtown College -
  15. 15. A social strip just above the footer... Webster University - in the middle of the homepage
  16. 16. Lead them home!
  17. 17. Publish (and promote) regular features. George School - Our Week in Pictures
  18. 18. Connect print and web and social.William & Mary -
  19. 19. Connect print and web and social.William & Mary -
  20. 20. Connect print and web and social.William & Mary -
  21. 21. Connect print and web and social.William & Mary -
  22. 22. Connect print and web and social.William & Mary -
  23. 23. Wherever you go, there you are! Seriously. “Mobile is social media-ish.” mStoner Blog: Mobile + Social = Social + Mobile Is mobile web a social media tool?
  24. 24. Amplify your message...
  25. 25. Run acampaign! 2
  26. 26. #getresultsSocial Media Campaign = Focused effort to achieve goals using a variety of channels appropriate to the results sought.
  27. 27. Oregon State University Powered by Orange Campaign
  28. 28.“It’s you — the network of alumni, students, faculty, staff, friends and fans connected to Oregon State University. It’s the positive impact you makeevery day in Portland and beyond – on the economy, the environment andthe community. Use this Web site to tell your story and connect with the other practical idealists who are Powered by Orange.”
  29. 29. Map yourself.
  30. 30. Everywhere...
  31. 31. Nazareth CollegeFlight of the Flyers Campaign
  32. 32.“To be honest, I was surprised at how well it did take off, both years. I thought it was kind of a harebrained idea. We wanted to have some fun—I had no idea how much people would like it.” — Kerry Gotham, Director of Alumni Relations at Nazareth College
  33. 33. Find your flyer.
  34. 34. Get a Golden Flyer!
  35. 35. William & MaryMascot Search Campaign
  36. 36. College of William & Mary
  37. 37. Meet the William & Mary Griffin
  38. 38. Tee up yourmessages...
  39. 39. Make asmashup for them? 3
  40. 40. #contenthub Smashup = Content, curated from multiplesources, to create a new destination or service.
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  49. 49. #socialdirectory Directory = The what and where of your social channels.
  50. 50. Carnegie Mellon
  51. 51.
  52. 52. Stay onmessage...
  53. 53. Call for campus coordination! 4
  54. 54. #nosilosShare information = Coordinate with everyone who has the word “communications” in their title.
  55. 55. Focus on content.What’s that you say?
  56. 56. Use an editorial calendar. Brought to you by UT Austin...
  57. 57. April 2012 Editorial Calendar Web FeaturesApril 9-13 Carousel StoriesA Tree of Life Grows in Texas and Tandy Warnow (Signature Story)TACC Changers (through Wed only)GameElections 2012 Video – Henson w/Vicky deFranceso Soto(Government) Essay – Regina Lawrence (Communication)Elections 2012Energy Poll (McCombs)Honors Day (Cockrell) PendingSmoking Cessation (University Operations) PendingApril 16 – 20 Carousel StoriesTexas Book Photo Slideshow (Signature Story)Committee on Business Productivity (Administration)Research Week (UGS & Senate of College Councils)Architecture in the Americas (Architecture)
  58. 58. April 16 – 20 Carousel Stories ContinuedElections 2012 Video w/ Henson & Robert PrenticeOil and Governance (LBJ School)Ben Ruben/Cronkite Installation (Communication)April 23 – 27 Carousel Stories“Switch” Energy Project (Jackson School)Community College Engagement (Education)Child Development Center (Human Ecology)Ben Ruben/Cronkite Installation (Communication) continuedTwenty Years of Diabetes Research in South Texas (Nursing)April 30 - May 4 Carousel StoriesEarly Earners Economics (Signature) COLAUniversity Extension – Peace Corps Student Video (CIE)Tower Lighting (April 3) Staff Recognition AwardsTower Darkening (April 4) UT Remembers
  59. 59. April 2012 Editorial Calendar Social MediaApril 2012 UT Austin Social Media PushesVoices Against Violence (April 4)Blanton Student Fest (April 5)White House Youth Town Hall (April 10)Game Changers (April 11)¡A Viva Voz! (April 12)Margaret Berry SAC Atrium Dedication (April 13)Honors Day (April 14)Forty Acres Fest (April 14)Austin’s Cultural Campus Concert Crawl (April 14)Waller Creek Cleanup (April 14)Longhorn Run (April 14)
  60. 60. April 2012 UT Austin Social Media Pushes ContinuedResearch Week (April 16-20)Longhorn Research Bazaar (April 18)Ben Rubin Art Projection Installation (April 19)“Contour” Fashion Show (April 19)International Symposium on Online Journalism (April 20-21)Butler Opera Center presents “Die Fledermaus” (April 25)
  61. 61. Host a social media collaborative...
  62. 62. If you build it...
  63. 63. Recommended• Create partnerships with other campus units• Focus on your web presence (website, social)• Produce great, flexible content (it always makes things easier)• Determine the purpose, relevance and importance of each platform• Integrate social content within your website and print collateral• Think of social as only one element of your marketing and communications strategy
  64. 64. Bonus! Testing, testing...1, 2, 3
  65. 65. The bottom line?
  66. 66. It’s a big scary communication world out there but it is possible to achieve your goals.
  67. 67. Visit the CASE blog. Social Media Conference - April 2013 - Cambridge, MA
  68. 68. Join the network forintergalactic .edu knowledge.
  69. 69. Tune into Higher Ed Live.
  70. 70. Sneak peek! Announcing Social Works
  71. 71. THANKS! #backchannelSusan T. EvansSenior