secrets to a more social admissions decision day

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SECRETS TO A MORE SOCIAL ADMISSIONS DECISION DAY #socialworks Wednesday, March 13, 13

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Mallory Wood, mStoner's director of marketing, and Bruce Floyd, University of Florida's social media specialist, present a brand new case study on the concept and execution of #UF17. The University of Florida took advantage of their admissions decision day celebrate their newest members of the Gator family. UF rallied around the hashtag #UF17 so their team could coordinate communications with the accepted students as the University sent out acceptance notifications online,. The results were dramatic — in roughly eight hours they saw 644 unique tweets from 966 individual Twitter contributors. These conversations totaled over 4.57 million timeline deliveries and reached 370,000 members of the Twitter community. In our webinar, Mallory and Bruce examine: Campaign strategy, planning, and goal-setting. Campaign management. Measuring results and beyond. mStoner: http:/www./mstoner.com Connect with other higher education professionals: http://www.EDUniverse.org

TRANSCRIPT

Page 1: Secrets to a More Social Admissions Decision Day

SECRETS TO A MORE SOCIAL ADMISSIONS DECISION DAY

#socialworks

Wednesday, March 13, 13

Page 2: Secrets to a More Social Admissions Decision Day

YOUR PRESENTERS

Mallory WoodDirector of MarketingmStoner@Mallory Wood

Bruce FloydSocial Media SpecialistUniversity of Florida@BruceFloyd

Wednesday, March 13, 13

Page 3: Secrets to a More Social Admissions Decision Day

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Page 4: Secrets to a More Social Admissions Decision Day

CAMPAIGN STRATEGYAND PLANNING

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GOAL 1

Increase engagement with accepted students.

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GOAL 2

Showcase accepted student’s pride and excitement around joining the University of Florida’s community.

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Page 10: Secrets to a More Social Admissions Decision Day

GOAL 3

Connect with and encourage campus units to submit information and contribute to the online conversation.

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GOAL 4

Challenge admissions staff to explore new and creative solutions to disseminating decision-letters and welcoming new students.

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GOAL 5

Create awareness about University of Florida’s social media accounts to the newly admitted students.

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MANAGING THE CAMPAIGN

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Page 17: Secrets to a More Social Admissions Decision Day

CAMPAIGN MANAGEMENT

• Collect the conversations.

•Measure sentiment.

• Assign tweets if working in a team.

• Give unique and personal responses.

•Drink coffee (optional).

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Page 18: Secrets to a More Social Admissions Decision Day

RESULTS AND BEYOND

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#UF17 RESULTS(DURING 8 HOURS FOLLOWING RELEASE OF ONLINE DECISIONS)

• 966 unique Twitter contributors

• 644 original tweets

• 1,537 total tweets

• Reach = 370,355 unique users

• 4.57 million Twitter timeline deliveries

• 416 new Twitter followers

• 117 images posted to InstagramWednesday, March 13, 13

Page 20: Secrets to a More Social Admissions Decision Day

0

125

250

375

500

1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23

146162

416

131165

New Followers

Wednesday, March 13, 13

Page 21: Secrets to a More Social Admissions Decision Day

0

150

300

450

600

1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23

121162

555

9371

Incoming Messages

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0

1,000

2,000

3,000

4,000

1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23

348

2284

3226

17682

Impressions (in thousands)

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0

38

75

113

150

1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23

1423

145

610

Sent Messages

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Page 26: Secrets to a More Social Admissions Decision Day

QUESTIONS?

Mallory WoodDirector of MarketingmStoner@MalloryWood

Bruce FloydSocial Media SpecialistUniversity of Florida@BruceFloyd

Wednesday, March 13, 13