connect your own dots: social media integration as a best practice for marketing and communications...
DESCRIPTION
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.TRANSCRIPT
Social Media Integration as a Best Practice for Marketing and Communications Professionals
Connect Your Own Dots:
mStoner
Susan T. EvansSenior Strategist@susantevans
It’s not about us, it’s about the audience we want to reach. #truethat #connectSMdots
Inbound marketing is more effective for earning the attention of audiences. #connectSMdots
I. It’s a web presence, people.II. Run a campaign!
III. Make a smashup for them?IV. Coordination not desperation.
Our Agenda
Everything is connected to
everything else.Michael Stoner (2010)
http://mstnr.me/9uemQS
.edu
page
Multi-channel communication.
Please, connect the dots for your audience.
Integrate. Again, I say, integrate!
“We already have a social media coordinator who takes care of all that for us.”
Play nice...
It’s a web presence
people!1
#authenticity
Footprint = Collection of content across multiple channels that represents you.
Instead, the big fat footer...
Vanderbilt University - news.vanderbilt.edu/
stripstrip
Webster University - webster.edu
A social strip just above the footer...
...or in the middle of the homepage
Lead them home!
Publish (and promote) regular features.
George School - Our Week in Pictures
Connect print and web and social.William & Mary - ampersandbox.wm.edu
Connect print and web and social.William & Mary - ampersandbox.wm.edu
Connect print and web and social.William & Mary - ampersandbox.wm.edu
Connect print and web and social.William & Mary - ampersandbox.wm.edu
Connect print and web and social.William & Mary - ampersandbox.wm.edu
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?
Amplify your message...
Run a campaign!
2
#getresultsSocial Media Campaign = Focused effort to
achieve goals using a variety of channels appropriate to the results sought.
Oregon State UniversityPowered by Orange Campaign
http://poweredbyorange.com“It’s you — the network of alumni, students, faculty, staff, friends and fans connected to Oregon State University. It’s the positive impact you make
every day in Portland and beyond – on the economy, the environment and the community. Use this Web site to tell your story and connect with the
other practical idealists who are Powered by Orange.”
Map yourself.
Everywhere...
Nazareth CollegeFlight of the Flyers Campaign
http://www.flightoftheflyers.com/
“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
Find your flyer.
Get a Golden Flyer!
William & MaryMascot Search Campaign
College of William & Mary
http://www.wm.edu/mascot
First appearance of the Griffin – April 6, 2010
Meet the William & Mary Griffin
http://www.wm.edu/mascot
Tee up your messages...
Make a smashup for
them?3
#contenthub
Smashup = Content, curated from multiple sources, to create a new destination or service.
#socialdirectory
Directory = The what and where of your social channels.
Carnegie Mellon
Stay on message...
Call for campus coordination!
4
#nosilosShare information = Coordinate with
everyone who has the word “communications” in their title.
Focus on content. What’s that you say?
Brought to you by UT Austin...
Use an editorial calendar.
April 9-13 Carousel StoriesA Tree of Life Grows in Texas and Tandy Warnow (Signature Story) TACCGame Changers (through Wed only)Elections 2012 Video – Henson w/Vicky deFranceso Soto (Government)Elections 2012 Essay – Regina Lawrence (Communication)Energy Poll (McCombs)Honors Day (Cockrell) Pending
Smoking Cessation (University Operations) Pending
April 2012 Editorial CalendarWeb Features
April 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)
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
April 16 – 20 Carousel Stories ContinuedElections 2012 Video w/ Henson & Robert PrenticeOil and Governance (LBJ School)Ben Ruben/Cronkite Installation (Communication)
April 2012 Editorial CalendarSocial Media
April 2012 UT Austin Social Media Pushes
Voices 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)
April 2012 UT Austin Social Media Pushes Continued
Research 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)
Host a social media collaborative...
If you build it...
• 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
Recommended
Bonus! Testing, testing...1, 2, 3
The bottom line?
It’s a big scary communication world out there but it is possible to achieve your goals.
http://case.typepad.com/case_social_media/
Visit the CASE blog.
CASE Social Media Conference - April 2013 - Cambridge, MA
http://eduniverse.org
Join the network for intergalactic .edu knowledge.
Tune into Higher Ed Live.
http://higheredlive.com
Sneak peek!
Announcing Social Works
