2012 socialmediawebinar
TRANSCRIPT
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Integrating Social Media into a Comprehensive
Stewardship Effort
Lynne M. WesterDirector of Stewardship and Donor Recognition
Yeshiva University@donorguru
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ROAD MAP
• Introduction to Social Media • Steps to create your Social Media
plan• Social Media tools• Bringing it all together
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WHAT IS SOCIAL MEDIA?
“Social media is the ongoing conversation of the planet.
It is the source of news. It is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. It’s where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal.”
Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com
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“Social Media is Like a Cocktail Party: Listen Then Respond”
Photo Credit: The Dana Files
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Define your strategy:
1. Who is your intended audience?
2. Where is your audience?
3. Engage your audience in 3-4 platforms and cross-promote.
4. Continue to build relationships and engage in conversation.
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Internal Stumbling Blocks
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Managing Identities
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Incorporating Twitter
Showing and Sharing Video
Starting a conversation
Promoting Alumni
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Donor Badges
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• Great for event promotion and creating “buzz”
• Can create a twitter name and/or hashtag for your event.
• Hashtag is a favorite tool of conferences and event organizers and a great way for twitter users to organize themselves.
• Hashtag usage can be tracked in real time by using services like Twitterfall.com, Hashtags.org or Twilert.com.
• Retweet function allows “followers” to easily spread the message about your event in real time.
Hootsuite Twtvite TwitterCam
p TwitterPoll CalTweet TwitPics
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TITLE
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• Great place for video marketing• Pre-interview keynote speakers for a
conference• Viral invitation from alumni, dean or
university president or official for reunion or homecoming celebration.
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• Overlay ads redirect users to your site where they can buy tickets to your event.
• YouTube’s Promoted Videos feature attract viewers and subscribers to your channel, by displaying your video ad in search results and in related video content.
• Shared videos on other social media channels.
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FOURSQUARE
• Point out traditions• Tell a donor story e.g., the XYZ
science building• Share little known facts• Share information about
landmarks, buildings, and addresses
• Address questions• Offer rewards and badges to
encourage exploration of the campus
• Share traditions of the school• Receive advice from alumni
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Calendaring
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Sharing is Caring
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Sharing is Caring
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Staffing ModelsFull time social media professional
Team/Staff Sharing
Part time position within already developed department
Outsourcing
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