social campaigns in #highered

Social Campaigns in #HigherEd

mStoner webinarThursday, 27 February 2014

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Monday, March 10, 14

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Mallory WoodDirector of Marketing

@mallorywoodmStoner.com

Monday, March 10, 14

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Daniella NordinOnline Community Manager

Skidmore College

@daniellanordin

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Ashley BuddSocial Media Strategy

Cornell University

@ashley_buddashleybudd.com

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Social Mediain #HigherEd

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“Every campaign needs a plan.”- Michael Stoner, President and Co-Founder

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Key Components• goals/objectives• audiences• channels, tools, and assets• staff/participation• marketing/promotion• timeline• budget• measurement

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Goals/ObjectivesMonday, March 10, 14

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SpecificMeasurableAttainableRelevantTimely

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Marketing/Promotion

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Measurement

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Measurable objectives

• Increase content sharing ___%

• Increase website traffic ___%

• Increase applications ___%

• Increase attendance at events by ___%

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“It’s not about us, it’s about the audience we want to reach.” #mStonerNow@SusanTEvans

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Skids on the Loose!

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Skids on the Loose!

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Skids on the Loose!

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Skids on the Loose!

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Skids on the Loose!

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Skids on the Loose!

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Skids on the Loose

• Engage!

• Branding

• Connect

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Skids on the Loose

• Engage!

• Branding

• Connect

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Skids on the Loose

• Engage!

• Branding

• Connect

Monday, March 10, 14

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Skids on the Loose

• Engage!

• Branding

• Connect

Monday, March 10, 14

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Skids on the Loose

• Engage!

• Branding

• Connect

Monday, March 10, 14

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Skids on the Loose

• Engage!

• Branding

• Connect

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Skids on the Loose

• Engage!

• Branding

• Connect

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

Monday, March 10, 14

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

Monday, March 10, 14

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

Monday, March 10, 14

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

Monday, March 10, 14

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

Monday, March 10, 14

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose• Skids at Work

• CTM Skids

• Sightseeing Skids

• Skids Spirit

• Photobomb Skids & Skids to the Extreme

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Skids on the Loose

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Skids on the Loose - Results • Year 1

• Mapped requests and results

• 383/400 requests

• Over 500 photos

• Voting on Facebook only - 1,360 total votes

• Year 2

• 153/400 requests (+ Skids already on the loose)

• Over 300 photos

• Voting using WishPond on our site - 987 votes

• Overall vote on Facebook - additional 100 votes

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Social Media Strategy at Cornell AAD• Community Management

• Video production

• Livestreaming

• Media campaigns

• Prospect research @Ashley_Budd

@KeithHannon

@AGossen

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Crowdfunding

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Crowdfunding at Cornell

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Hypotheses

• Crowdfunding will activate new donors.

• Crowdfunding will reactivate lapsed donors.

• Crowdfunding will engage young alumni.

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Special considerations

• Annual giving participation

• Annual Fund solicitations

• Donor experience and stewardship of small gifts

• Fundraising experience for volunteers

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Campaign Management• Project Manager — Cornell Alumni Affairs, IT

Applications

• Project Leads — Cornell Alumni Affairs, Social Media Strategy Team

• Core Team — Annual Fund, IT Services, Marketing Communications, Metrics & Marketing, Prospect Research and Donor Relations

• Platform Supplier — USEED

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10 week Campaign Process• Application & Interview

• Orientation on crowdfunding platform

• Three week coaching program for volunteer fundraisers

• Four week campaign

• Follow up and stewardship

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!

Cornell University Crowdfunding Pilot Summary

Dilmun Hill LGBTQ AguaClara Latina/o Studies CUAUV Baja Racing Global Health

Raised: $6,780 Goal: $5,000 Supporters: 90

Raised: $18,105 Goal: $15,000 Supporters: 230

Raised: $32,365 Goal: $30,000 Supporters: 310

Raised: $14,811 Goal: $10,000 Supporters: 187

Raised: $10,641 Goal: $10,000 Supporters: 123

Raised: $21,306 Goal: $21,000 Supporters: 215

Raised: $10,576 Goal: $10,000 Supporters: 147

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0!

50!

100!

150!

200!

250!

1950s! 1960s! 1970s! 1980s! 1990s! 2000s! 2010s!

Supporters by Decade

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Results• 7 projects - All reached their goals. All overfunded.

• 1,302 donors total

• $114,584.00 total (average gift of $88.00)

• 64% first-time donors

• 13% lapsed donors

• 27% young alumni (year 2000+)

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Available now at eduniverse.org/socialworks, on Amazon, and in iBookstore.

The case studies in Social Works will inspire college and university communicators, marketers, web team members, and other sta!, o!ering models and details for highly successful initiatives. And, they will convince presidents and other senior leaders that social media is not just valuable, but essential, to achieving institutional goals. In short, Social Works belongs on the shelves (or on the e-readers) of college and university sta! who want to learn how to get results with social media.

EDUniverse Mediaeduniverse.org/socialworks

“ ...a fun, must-read book for anyone charged with launching a social media-inspired project or convincing campus leaders to approve one.”

- Shannon D. Smith, Associate Director, Teaching, Learning, and Professional Development, EDUCAUSE

“ ...a must-read for higher education marketing and communications professionals.”

- Teri Lucie Thompson, CMO & Vice President Marketing & Media, Purdue University

“ ...specific examples and best practices for achieving success.”

- Teresa Valerio Parrot, Principal, TVP Communications

“ ...A fantastic good read ... for senior leadership. Social media must be part of every university’s strategy – this book helps the decision makers do a better job.”

- Matthias Geering, Head Communications & Marketing, University of Basel, Switzerland

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Thank you!Daniella NordinOnline Community Manager dnordin@skidmore.edu

Ashley BuddAssistant Director, Social Media Strategyash265@cornell.edu

Mallory WoodDirector of Marketingmallory.wood@mStoner.com773.305.0537 x1042

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Questions?

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