the medium is the message #psuweb14
DESCRIPTION
This is Mallory Wood's talk from the Web Conference at Penn State in June 2014. Many of us are simply repurposing content verbatim on our site, Facebook, Twitter, LinkedIn, Tumblr, YouTube, and more. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. And we must integrate our content across online and offline channels. This session will explore successful brand voices tailored specifically for different social networks and showcase a number of case studies highlighting effective integrated marketing campaigns from admissions and advancement offices at institutions nationwide.TRANSCRIPT
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The Medium is The Message
#psuweb @mallorywood
Tuesday, June 10, 14
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Mallory WoodDirector of Marketing
@MalloryWood
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“It’s not about us, it’s about the audience we want to reach.” -
@SusanTEvans
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http://mstnr.me/2014SurveyFindings
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58% consider Twitter to be a successful tool, up from 49% last year.
Instagram use jumped 15% in one year.
In their first year on the survey, Vimeo and Vine are used by 16% and 9% respectively.
Top-Line Results:
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Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4
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Our channels must tell a consistent story and
mutually reinforce each other. #psuweb
http://mstnr.me/mFLoB
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Lots of talk about branding at #psuweb.
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Higher ed has earned a reputation for sameness.
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“Effective brand strategy requires simple
messages.” - @debmaue #psuweb
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Integrated marketing is the combination of marketing tactics
to help deliver one marketing strategy and more quickly build
know, like, and trust.
What’s the definition?
@ducttapeTuesday, June 10, 14
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Intentionally blend online and offline tools and
tactics around a single marketing strategy.
What’s the approach?
@ducttapeTuesday, June 10, 14
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Overcome increased audience fragmentation by integrating your channels.
#psuweb
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Focus on your web presence.
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Develop flexible content.
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What is the challenge we are trying to meet?
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We must tailor the type and delivery of
content to the platform for it to truly resonate
with our followers. #psuweb
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Cross-promote
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Cross-promote: George School
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Cross-promote: George School
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Ampersandbox.WM.edu
Cross-promote: William & Mary
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, June 10, 14
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, June 10, 14
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, June 10, 14
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#UChiLaw13Tuesday, June 10, 14
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• 93 posts using hashtags across all platforms
• 792 visits to UChiLaw13 page
• 443 views of Storify recap
• 126 clicks on Spotify playlist
• 63 clicks on Tagboard link
• Weekly Total Reach on FB increased 88%
The Results:
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Campaigns
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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Tracking Listening Reporting
Platform Setup Design Research
Brainstorm Strategies Objectives KPI
On-Campus Buy-in
Content Production Recruitment
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Campaigns: Suffolk University
FlatRammy.comTuesday, June 10, 14
Campaigns: Suffolk University
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Campaigns: Suffolk University
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Campaigns: Suffolk University
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Campaigns: Suffolk University
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Campaigns: Suffolk University
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Campaigns: Suffolk University
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Campaigns: Fordham University
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The Goal:Influence yield of admitted undergraduate students planning to enroll in Fall 2014.
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The Audience:Active social media users.17-19-year-olds.Admitted.
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The Strategy:Leverage popular platforms to generate excitement about choosing Fordham.
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The Inspiration:
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• Reach 90 percent of all admitted students.
• Prompt 100 admitted students to generate content.
• Attract 150 new followers
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The Tools:Visual, popular among target audience, growing
Visual, popular among target audience, growing
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FordhamUniversity.Tumblr.comTuesday, June 10, 14
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The Results:58% Open Rate 3.2% Click Rate3 Emails
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The Results:3,200+ Pageviews 900+ Visitors63 New Followers21 On-Page Likes
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The Results:6,238 Public Likes 511 Public Comments282 Total Posts 180 Public Participants99 Unique Participants
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• Reach 90 percent of all admitted students.
✓Prompt 100 admitted students to generate content.
✓Attract 150 new followers on Tumblr and Instagram.
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http://mstnr.me/Fordham4MeTuesday, June 10, 14
EDUniverse.org/SocialWorks
Campaigns: Social Works
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Gamification
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Gamification: Georgetown
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• Insert added in direct mail pieces
• Phone-a-thon students added a message about the campaign
• 63 online ambassadors helped spread the word day-of
Spreading the Word:
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• 1,514 gifts from seven markets
• $529,000 raised in 27 hours
• 898 new donors
• Alumni giving participation rate increased from 28% to 35%
The Results:
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Integrate
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Integrate: Webster University
Webster.eduTuesday, June 10, 14
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Integrate: Trend, social in footer
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Integrate: Trend, social in footer
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Integrate: Trend, social in footer
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Integrate: Trend, social in footer
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Integrate: Trend, social in footer
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Integrate: Brown University
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250.Brown.edu/social-mediaTuesday, June 10, 14
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Bonus slides
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Goals always come before tools. Always.
#psuweb
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Examples of measurable objectives
• Increase followers by ___%
• Increase content sharing ___%
• Increase website traffic ___%
• Increase applications ___%
• Increase attendance at events by ___%
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