#roadtoryerson: how to run an impactful social media campaign - bailey parnell
TRANSCRIPT
Running Impactful Social Media Campaigns
Welcome to #ACPA16 in Montreal, we are glad you are here!Bienvenue à #ACPA16 à Montréal, nous sommes heureux que vous soyez là!
Questions
2. Where are we all coming from?
1. What are you hoping to get out of this session?
3. What networks are we on?
Hello!I am Bailey Parnell
@BaileyParnell
Learning Outcomes
1. An overview of the successful #RoadToRyerson campaign
2. How we connect meaning to numbers in a campaign
3. How-to guide for social media campaign production
I.What is
#RoadToRyerson? An Overview
Start With WhyA need for the story of transition to be told.
By students, for students.
1.
2. Audition the Students
Raven Lam
Nolan Blanchard
Sunita Singh Hans
Mikael Melo Enna Kim
● Visual
● Diverse
● Authentic
3. Empower the Students
Share! Share! Share!ryersonstudentaffairs.com/roadtoryerson
4.
1100+ Tweets2300+ for #RoadFromRyerson
2.5 Million Impressions
565 Including #LGG3Over 50%
United Campus
● 4000+ Tweets● 1000+ Unique Users● 10.2 Million Impressions
TopWords
TopHashtags
550+ Instagram Posts
651+ Instagram Posts
13,000+ Pageviews17K+ for #RoadFromRyerson
350,000+ Ad Impressions130,000+ During Orientation Week
But did we have an impact?
II.Connecting Meaning to
Numbers Value All Around
Old Spice’s “Smell Like A Man” Funny. Different. Impactful.
Happy Medium
Old Spice Dove#RoadToRyerson
Reactions From ‘The 5’
Mikael
“It has truly been an extreme blessing to have been chosen to blog about my experience upon arrival to Ryerson. This experience has opened so many wonderful opportunities, helped me document my first year memories, and has allowed me to meet several of the incredibly diverse, loving, positive, and fantastic Ryerson community members… Can’t express enough gratitude to RU Student Life and LG Canada for everything they’ve done for me. It’s been a fantastic journey and an absolute pleasure meeting each and every one of you :)”
Raven
Reactions From Other Students
SCHLOSSBERG’S TRANSITION THEORY
4 S’s of Transition
▣ Situation
▣ Self
▣ Support
▣ Strategies
Calculating Campaign Success
NumbersNotable
Interactions
III.Spreading
the Love A How-To Guide
Pre-Production: Know why you’re running the campaign and what you hope to get out of it. Set goals.
1. Start With Why
WHY
HOW
WHAT
Pre-Production: Identify collaborators, create schedules, develop marketing plan, etc.
2. Plan
Pre-Production: Create the assets, webpages and scheduled posts. Prepare audience and start tracking.
3. Build
Production: Only after all of the “pre-production” is done can you move into “Production.”
4. Launch
Production: Continuously monitor the success of your campaign. If something works, keep it. If it doesn’t, ditch it.
5. Monitor & Pivot
Post-Production: Complete Kolb’s learning cycle and reflect on the campaign’s success. Produce a post-report with numbers & notables.
6. Reflect & Report
Producing Campaigns
Start With WhyKnow why you’re running the campaign and what you hope to get out of it. Set goals.
PlanIdentify collaborators, create schedules, develop marketing plan, etc.
BuildCreate the assets, webpages and scheduled posts. Prepare audience and start tracking.
LaunchOnly after all of the “pre-production” is done can you move into “Production.”
Monitor & PivotContinuously monitor the success of your campaign. If something work, keep it. If it doesn’t, ditch it.
Reflect & ReportComplete Kolb’s learning cycle and reflect on the campaign’s success. Produce a post-report with numbers & notables.
1. 2. 3.
4. 5. 6.
@BaileyParnell
Meet This Year’s Team
Nida Shaikh
Jolyon EtaogheneJillian Maniquis
Rebecca Williamson Zach Tng
Increased diversity of program, faculty & background.
Jamie Hills
QUESTIONS?Thank you for learning with us!Nous vous remercions pour avoir appris avec nous!
ryersonstudentaffairs.com
Resources
Click to see example!
Post Report & Reflection
Marketing Plan