CAVALCADE OF CASE STUDIES

Presentation for Institute for Senior Communications and Marketing ProfessionalsOctober 12-14, 2011 CASE (Council for Advancement and Support of Education)

SOCIAL MEDIA IS NOT NEW WORK.

It’s where your work is going.

THREE KEY TAKEAWAYS FROM THIS PRESENTATION

1. Brandstand

2. Seek integration & openness

3. Build culture & skills

DISCUSSION ONE

Fragmentation

Traffic to UCLA.edu is trending down.

The homepage is now a less effective marketing tool.

“there are no pics on their facebook page”

… the hotel has 100+ photos on their website, but without a Facebook presence, the hotel missed an opportunity.

BRANDSTANDING

Your brand needs to be able to stand alone in social media channels.

The good news is that many tools have better functionality than our websites. LA Times used Twitter for live event coverage and embedded the feed on their website.

SMALL IS THE NEW BIG…

…when it comes to websites

Brandstanding = more work.

Cut back in other areas with a single-page website for each of your programs.

Add a blog for more information.

Here, users scroll down the page for content.

Benefits

• Easier maintenance• No page refresh• Quicker navigation through contents• Content distilled to core info• Design for quality over quantity• Google PageRank applies to whole site• Higher core content density for search engine spiders• Distinction from most other websites• Preferred solution for web apps designed for the Mobile

WebSource: sixrevisions.com/web_design/the-science-behind-a-single-page-website/

DISCUSSION TWO

Use the web for what it’s good for: Multimedia content

Website closely connects donors with impact using free social tools and multimedia.

Video

How does the video make you feel?

How can your organization use images, music and storytelling to move people?

Desktop video interview + press release means reporters don’t have to take a chance that a source will make a compelling TV or radio interview.

Source: http://sethodell.wordpress.com/2010/10/05/want-to-get-quoted-in-the-media-try-a-video-expert-advisory/

From St. Xavier University

Infographics:• Tell a better

story than a lot of words

• Leverage visual aspect of the online experience

Compelling photos grab attention and increase engagement.

DISCUSSION THREE

Integrating social sharing into your web content: Let users share your content with their networks

96% of fans never revisit the fan page- BrandGlue

250 million+ people engage with Facebook on external websites monthly

Using both Facebook “like” button and Facebook “send” button increases opportunities for sharing

Site offers: 1. A curated list of social media sites2. So many ways to share

Tweet buttons throughout blog copy increase opportunities for sharing

DISCUSSION FOUR

Empowered individuals

“What if readers were able to help newsdesks work out which stories were worth investing precious reporting resources in?”

“What if all those experts who delight in telling us what's wrong with our stories after they've been published could be enlisted into giving us more clues beforehand?”

“What if the process of working out what to investigate actually becomes part of the news itself?”

Newspaper publishing its story list to encourage conversation and input.

Encouraging conversation on Twitter.

Crowdsourcing programming - in what areas can you get better results by ASKING your audience first?

DISCUSSION FIVE

Using data to track and improve the effectiveness of marketing efforts

Data visualization

Today we have:

1. Access to more data on “what works” than ever before

2. New tools that make data easier to interpret and act on

Use new analytics from Facebook to see what content encourages engagement (and when to share it).

DISCUSSION SIX

Culture eats strategy for lunch: Making it OK to take risks and experiment - with the goal of building skills

The Los Angeles County Museum of Art has shaken up its non-curatorial management team,

firing several veteran department heads in what director Michael Govan says is not a financial belt-tightening,

but a bid to better adapt to technology-driven change while shifting some priorities.

Seven, including:

• Editor• Assoc. VP communications & marketing• Head of graphics & design

The staff member, “who had been in charge of LACMA’s website, will have expanded duties as associate vice president of technology and digital media.”

For a very long time, staff in large organizations had very structured jobs.

Today, we’re moving toward cross-functional teams.

UCLA training

1. Hosted social media training for dept. 2. Brainstormed a few small and highly integrated projects 3. Assigned cross-functional teams to implement in a low-risk

environment4. Raised teams’ level of comfort with tactics/approach

Marketing Conversational tone for online

Analytics, SEO, user

experience

Design Web designAnalytics, SEO,

user experience

WritingSocial sharing, writing for the

web

Analytics, SEO, user

experience

Some areas for development within traditional marketing and communications functions

THE MOST IMPORTANT SOCIAL MEDIA WORK IS UNGLAMOROUS

DISCUSSION SEVEN

Timeline

Once you learn the tools, they will change everything.

How will you use Timeline to tell your organization’s story?

THREE KEY TAKEAWAYS FROM THIS PRESENTATION

1. Brandstand

2. Seek integration & openness

3. Build culture & skills

Genevieve Haines, Presidentghaines@hainesco.com

310.940.8323

@genevievehaines