connect your own dots: social media integration as a best practice

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Social Media Integration as a Best Practice Connect Your Own Dots: mStoner CASE Annual Conference for Publications Professionals 2012

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This session focuses on social media as a tool within your marketing and communications toolbox. Your audiences experience your brand and hear from you through an ever growing list of social media channels; but you can’t expect them to connect the dots. Instead, you need to develop a plan that will allow you to stay on message across multiple digital channels like social media aggregators, websites, editorial calendars, and social media campaigns. Remember, a social media strategy isolated from your broader communications/marketing strategy is a risk. We'll talk about specific suggestions and demonstrate best practices through case studies from educational institutions. This presentation was offered at the 2012 CASE Annual Confer

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Page 1: Connect Your Own Dots: Social Media Integration as a Best Practice

Social Media Integration as a Best Practice

Connect Your Own Dots:

mStonerCASE Annual Conference for Publications Professionals 2012

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Susan T. EvansSenior Strategist@susantevans

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“It’s been a long time comin’...”

1969

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Twitter

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Twitter

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Twitter

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It’s not about us, it’s about the audience we want to reach. #truethat #casepubs

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Inbound marketing is more effective for earning the attention of audiences. #casepubs

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I. It’s a web presence, people.II. Run a campaign!

III. Make a smashup for them?IV. Coordination not desperation.

Our Agenda

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Everything is connected to

everything else.Michael Stoner (2010)

http://mstnr.me/9uemQS

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.edu

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page

Multi-channel communication.

Please, connect the dots for your audience.

Integrate. Again, I say, integrate!

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“We already have a social media coordinator who takes care of all that for us.”

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Play nice...

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It’s a web presence

people!1

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#authenticity

Footprint = Collection of content across multiple channels that represents you.

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Instead, the big fat footer...

Vanderbilt University - news.vanderbilt.edu/

stripstrip

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Elizabethtown College - etown.edu

A social footer...

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Webster University - webster.edu

A social strip just above the footer...

...or in the middle of the homepage

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Lead them home!

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Publish (and promote) regular features.

George School - Our Week in Pictures

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William & Mary - ampersandbox.wm.edu

Connect print and web and social.

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William & Mary - ampersandbox.wm.edu

Connect print and web and social.

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William & Mary - ampersandbox.wm.edu

Connect print and web and social.

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William & Mary - ampersandbox.wm.edu

Connect print and web and social.

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William & Mary - ampersandbox.wm.edu

Connect print and web and social.

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Amplify your message...

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Run a campaign!

2

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#getresultsSocial Media Campaign = Focused effort to

achieve goals using a variety of channels appropriate to the results sought.

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Oregon State UniversityPowered by Orange Campaign

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http://poweredbyorange.com“It’s you — the network of alumni, students, faculty, staff, friends and fans connected to Oregon State University. It’s the positive impact you make

every day in Portland and beyond – on the economy, the environment and the community. Use this Web site to tell your story and connect with the

other practical idealists who are Powered by Orange.”

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Map yourself.

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Everywhere...

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Nazareth CollegeFlight of the Flyers Campaign

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http://www.flightoftheflyers.com/

“To be honest, I was surprised at how well it did take off, both years. I thought it was kind of a harebrained idea. We wanted to have

some fun—I had no idea how much people would like it.”— Kerry Gotham, Director of Alumni Relations at Nazareth College

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Find your flyer.

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Get a Golden Flyer!

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William & MaryMascot Search Campaign

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First appearance of the Griffin – April 6, 2010

Meet the William & Mary Griffin

http://www.wm.edu/mascot

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Tee up your messages...

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Make a smashup for

them!3

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#contenthub

Smashup = Content, curated from multiple sources, to create a new destination or service.

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#socialdirectory

Directory = The what and where of your social channels.

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Stay on message...

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Call for campus coordination!

4

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#nosilosShare information = Coordinate with

everyone who has the word “communications” in their title.

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Focus on content. What’s that you say?

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Brought to you by UT Austin...

Use an editorial calendar.

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April 9-13 Carousel StoriesA Tree of Life Grows in Texas and Tandy Warnow (Signature Story) TACCGame Changers (through Wed only)Elections 2012 Video – Henson w/Vicky deFranceso Soto (Government)Elections 2012 Essay – Regina Lawrence (Communication)Energy Poll (McCombs)Honors Day (Cockrell) Pending

Smoking Cessation (University Operations) Pending

April 2012 Editorial CalendarWeb Features

April 16 – 20 Carousel StoriesTexas Book Photo Slideshow (Signature Story)Committee on Business Productivity (Administration)Research Week (UGS & Senate of College Councils)Architecture in the Americas (Architecture)

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April 23 – 27 Carousel Stories“Switch” Energy Project (Jackson School)Community College Engagement (Education)Child Development Center (Human Ecology)Ben Ruben/Cronkite Installation (Communication) continuedTwenty Years of Diabetes Research in South Texas (Nursing)

April 30 - May 4 Carousel StoriesEarly Earners Economics (Signature) COLAUniversity Extension – Peace Corps Student Video (CIE)Tower Lighting (April 3) Staff Recognition AwardsTower Darkening (April 4) UT Remembers

April 16 – 20 Carousel Stories ContinuedElections 2012 Video w/ Henson & Robert PrenticeOil and Governance (LBJ School)Ben Ruben/Cronkite Installation (Communication)

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April 2012 Editorial CalendarSocial Media

April 2012 UT Austin Social Media Pushes

Voices Against Violence (April 4)

Blanton Student Fest (April 5)

White House Youth Town Hall (April 10)

Game Changers (April 11)

¡A Viva Voz! (April 12)

Margaret Berry SAC Atrium Dedication (April 13)

Honors Day (April 14)

Forty Acres Fest (April 14)

Austin’s Cultural Campus Concert Crawl (April 14)

Waller Creek Cleanup (April 14)

Longhorn Run (April 14)

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April 2012 UT Austin Social Media Pushes Continued

Research Week (April 16-20)

Longhorn Research Bazaar (April 18)

Ben Rubin Art Projection Installation (April 19)

“Contour” Fashion Show (April 19)

International Symposium on Online Journalism (April 20-21)

Butler Opera Center presents “Die Fledermaus” (April 25)

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Host a social media collaborative...

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• Create partnerships with other campus units• Focus on your web presence (website, social)• Produce great, flexible content (it always

makes things easier)• Determine the purpose, relevance and

importance of each platform• Integrate social content within your website

and print collateral• Think of social as only one element of your

marketing and communications strategy

Recommended

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Bonus! Testing, testing...1, 2, 3

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The bottom line?

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It’s a big scary communication world out there but it is possible

to achieve your goals.

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http://case.typepad.com/case_social_media/

Visit the CASE blog.

CASE Social Media Conference - April 2013 - Cambridge, MA

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http://eduniverse.org

Join the network for intergalactic .edu knowledge.

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THANKS!#yourturn

Susan T. EvansSenior [email protected]@susantevans

mStoner