social media and educational advancement engagement and strategy

Social Media and Educational Advancement

Engagement and Strategy

CASE Asia-Pacific Master Class 22 February, 2013

High-level Trends in Advancement

High-level trends in Advancement

• Realization that social media is here to stay

High-level trends in Advancement

• Realization that social media is here to stay

• We’re beginning to hire dedicated staff

32%

High-level trends in Advancement

• Realization that social media is here to stay

• We’re beginning to hire dedicated staff

• We’re adopting a more experimental mindset

High-level trends in Advancement

• Realization that social media is here to stay

• We’re beginning to hire dedicated staff

• We’re adopting a more experimental mindset

• We’re measuring our efforts

High-level trends in Advancement

• Realization that social media is here to stay

• We’re beginning to hire dedicated staff

• We’re adopting a more experimental mindset

• We’re measuring our efforts

• We feel good about our efforts

High-level trends in Advancement

• Most hires are entry-level

High-level trends in Advancement

• Most hires are entry-level

• New hires are disproportionately in Communications

High-level trends in Advancement

• Most hires are entry-level

• New hires are disproportionately in Communications

• Experimentation isn’t always disciplined

High-level trends in Advancement

• Most hires are entry-level

• New hires are disproportionately in Communications

• Experimentation isn’t always disciplined

• Efforts to centralize/develop policies/best practices can have unintended consequences

High-level trends in Advancement

• Most hires are entry-level

• New hires are disproportionately in Communications

• Experimentation isn’t always disciplined

• Efforts to develop policies/best practices can have unintended consequences

• In general, still having trouble giving up control and focusing on user

What Does an Effective Social Media Strategy Look Like?

Institutional Objective

Social Media Strategy

Unit Objective

Drake’s goals

• Introduce prospective students to the university and the bustling capital city that Drake University calls home.

• Keep alumni emotionally connected with places and spaces where they spent so many of their formative years.

• Be “intentionally stylish and focused on visuals”.

Drake’s rationale

• Designed for visual panache

• Easy to update and promotes social sharing

• More self-contained and customizable than other social platforms

• Section of target audience is already on Tumblr

• Easy to add widgets

AA&D Strategic Plan

“ In response to our society’s rapidly changing communications and networking environments, leverage increased opportunities for the strategic use of digital communications and social media. “

FY12 impact

19,562 unique viewers from 102 countries

Developing a Winning Content Strategy

Facebook

Facebook

Facebook

Facebook

Facebook

YouTube

YouTube

YouTube

LinkedIn

Gamification

Gamification

Using Social Media to Enhance Events

Before

#hashtag

During

After

Storify

Storify

The Future: Where Do We Go from Here?

Trend 1: It’s a mobile, mobile world

Smartphone ownership

Trend 2: Fragmentation

2010

2013

Trend 3: Social TV

Trend 4: Crowdfunding

Trend 5: Data Mining

25%

Keep in touch!

andrew.gossen@cornell.edu

Twitter: @agossen

LinkedIn: www.linkedin.com/in/andrewgossen