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CAVALCADE OF CASE STUDIES
Presentation for Institute for Senior Communications and Marketing ProfessionalsOctober 12-14, 2011 CASE (Council for Advancement and Support of Education)
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SOCIAL MEDIA IS NOT NEW WORK.
It’s where your work is going.
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THREE KEY TAKEAWAYS FROM THIS PRESENTATION
1. Brandstand
2. Seek integration & openness
3. Build culture & skills
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DISCUSSION ONE
Fragmentation
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Traffic to UCLA.edu is trending down.
The homepage is now a less effective marketing tool.
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“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.
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BRANDSTANDING
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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.
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SMALL IS THE NEW BIG…
…when it comes to websites
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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.
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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/
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DISCUSSION TWO
Use the web for what it’s good for: Multimedia content
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Website closely connects donors with impact using free social tools and multimedia.
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Video
How does the video make you feel?
How can your organization use images, music and storytelling to move people?
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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/
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From St. Xavier University
Infographics:• Tell a better
story than a lot of words
• Leverage visual aspect of the online experience
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Compelling photos grab attention and increase engagement.
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DISCUSSION THREE
Integrating social sharing into your web content: Let users share your content with their networks
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96% of fans never revisit the fan page- BrandGlue
250 million+ people engage with Facebook on external websites monthly
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Using both Facebook “like” button and Facebook “send” button increases opportunities for sharing
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Site offers: 1. A curated list of social media sites2. So many ways to share
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Tweet buttons throughout blog copy increase opportunities for sharing
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DISCUSSION FOUR
Empowered individuals
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“What if readers were able to help newsdesks work out which stories were worth investing precious reporting resources in?”
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“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?”
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“What if the process of working out what to investigate actually becomes part of the news itself?”
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Newspaper publishing its story list to encourage conversation and input.
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Encouraging conversation on Twitter.
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Crowdsourcing programming - in what areas can you get better results by ASKING your audience first?
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DISCUSSION FIVE
Using data to track and improve the effectiveness of marketing efforts
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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
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Use new analytics from Facebook to see what content encourages engagement (and when to share it).
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DISCUSSION SIX
Culture eats strategy for lunch: Making it OK to take risks and experiment - with the goal of building skills
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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.
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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.”
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For a very long time, staff in large organizations had very structured jobs.
Today, we’re moving toward cross-functional teams.
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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
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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
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THE MOST IMPORTANT SOCIAL MEDIA WORK IS UNGLAMOROUS
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DISCUSSION SEVEN
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Timeline
Once you learn the tools, they will change everything.
How will you use Timeline to tell your organization’s story?
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THREE KEY TAKEAWAYS FROM THIS PRESENTATION
1. Brandstand
2. Seek integration & openness
3. Build culture & skills