Fisher College of Business and Social Media

fisher.osu.edu

Offices of Information Technology Services and External Relations

Alumni Board MeetingSeptember 24, 2010

Web marketing and participation in social media

1) Own website(s)2) External sites

Resource

Attract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Web Strategy Model

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

By: Shaun Holloway, 2008

Summer 2008

Summer 2010

Spring 2011

Fall 2011

Pyramidal Approach to Social Media

Presented based on level of risk required, continued involvement by the college, and the need to develop a tool so it can support the construction and

maintenance of a more complex tool.

Enter photo-sharing communities

Enter video-sharing communities

Establish blogs and micro-blogs

Create Facebook account

Utilize Podcasts

Actively Participate

By: Shaun Holloway, 2008

Purpose

Leverage existing and emerging technologies to • share intellectual contribution, • showcase the Fisher experience, • promote the brand, and • inspire conversation

that support the values and image of both Fisher and Ohio State.

Primary Benefits

• Connect and interact with target audiences

• Support student recruitment efforts• Support admitted and current students• Showcase faculty expertise

• Keeping a pulse on college’s activities to gauge marketability and reportability

Key Messages

• Tell the Fisher story!

• Preparing students for success

• Building best business practices

• World-class academic departments

• Action-based learning

• Turning ideas into business

“Content is King”

• Fisher’s website• Hub of engaging and impactful experiences

• Capturing and mining information• Repurposing content• Leveraging productions cross-channel• Preparation + content pipeline + monitoring

= sustainability

Social Media Landscape

View all of Fisher’s social media accounts

http://fisher.osu.edu/social-media

Photo-sharing Communities

• Use of Flickr• User-generated content and contribution• Broad distribution capability

• International Programs Office• Graduate Student Life• Executive MBA• Fisher website API

Video-sharing Communities

• Showcase faculty expertise• Showcase student life and events• Showcase programs and the campus

• YouTube as a primary channel and vehicle• Fisher’s YouTube channel• Playlists and Favorites• Hosted video series

Blogging

• Student-generated content• Inspire participation and conversation• Provide insight into Fisher experiences

• My Fisher Internship• My Fisher Grad Life• Executive MBA Insights• All blogs

Micro-Blogging

• Reach multiple audience types• Additional type of content tool for website• “What has my attention?”

• Fisher on Twitter• Career Management [ website ]• All Twitter accounts

Fisher on Facebook

• Awareness as a public institution• Connect the sustainable pipelines of content

• Feed photos, videos, blogs, and tweets• Feed website content

• Direct postings and discussion board

• Fisher’s Fan Page• Fisher MBA• International Programs

Active Participation

• Continue to feed and be involved• Sustain all marketing channels• Establish support processes

• Converse and promote in others’ “houses”• BusinessWeek’s Business Exchange• Forums, fan pages, and blogs

Moving Forward

• Create and manage campaigns within the networks and with the followers

• Promote Fisher’s offerings, perform outreach, and recruit virtually

• Become an expert resource and showcase intellectual contribution

What can alumni do?

• Get involved• Like, follow, join• Participate, comment, like, discuss

• Spread the word• Help increase fans and followers• Forward, re-tweet, etc. the content

Fisher College of Business and Social Media

fisher.osu.edu

Offices of Information Technology Services and External Relations

Alumni Board MeetingSeptember 24, 2010