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The Medium is The Message
#sizzler14 @mallorywood
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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
#sizzler14
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Photo Credits: Tom Woodward, https://flic.kr/p/2YwUM4
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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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2014 E-Expectations
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2014 E-Expectations
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Higher ed has earned a reputation for sameness.
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Raise your hand if you communicate with external audiences on behalf of your institution.
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Our channels must tell a consistent story and
mutually reinforce each other. #sizzler14
http://mstnr.me/mFLoB
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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, July 29, 14
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Overcome increased audience fragmentation by integrating your channels.
#sizzler14
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Intentionally blend online and offline tools and
tactics around a single marketing strategy.
What’s the approach?
@ducttapeTuesday, July 29, 14
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We must tailor the type and delivery of
content to the platform for it to truly resonate
with our followers. #sizzler14
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Cross-promote
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Cross-promote: Oberlin College
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“If we have good content, we need to give it a longer shelf
life than the day we click publish.” @plautmaayan
#sizzler14
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Cross-promote: University of Rochester
#whatsinthesafeTuesday, July 29, 14
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Cross-promote: University of Rochester
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Cross-promote: University of Rochester
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Cross-promote: University of Rochester
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Cross-promote: University of Rochester
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, July 29, 14
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, July 29, 14
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Cross-promote: University of Chicago Law
#UChiLaw13Tuesday, July 29, 14
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#UChiLaw13Tuesday, July 29, 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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Ampersandbox.WM.edu
Cross-promote: William & Mary
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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, July 29, 14
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• Introduce and generate interest of prospective students through an on-brand message delivered through their trusted influencers.
• Cultivate brand affinity before day one.
• Attribute making new friends to FlatRammy
• Brag to peers about Suffolk.
The Goals:
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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: Florida State
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“The best thing we could do was reach out to members where they were and how they were communicating.”
- Daniel Krueger, Assistant Director of Annual Giving
Campaigns: Florida State
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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 on Tumblr and Instagram.
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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, July 29, 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, July 29, 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, July 29, 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, July 29, 14
Thank you! Questions?
Mallory WoodDirector of [email protected]@MalloryWood
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Bonus slides
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Goals always come before tools. Always.
#sizzler14
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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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