usc alumni & associates: marketing to opportunities
TRANSCRIPT
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Marketing to Opportunities
USC Alumni Association and USC Associates Presented by Tom Becktold June 15, 2016
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Content Marketing Strategy
¡ Audit Existing Assets
¡ Identify Audience Needs
¡ Create Content Creation Team
¡ Establish A Realistic Calendar
¡ Foster Two-Way Engagement
¡ Add Value to Grow Content Providers
¡ Measure, Evaluate, Adjust, Repeat
Source: http://www.blurbpoint.com/blog/10-signs-to-show-your-content-marketing-strategy-is-a-winner/
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Content Audit
¡ Identify Existing Marketing Content ¡ Print
¡ Social
¡ Website
¡ Mobile
¡ Advertising
¡ Public Relations
¡ Crisis Plan
¡ Dark Websites, Rapid Response
¡ etc.
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Content Audit
¡ What Works and What Doesn’t ¡ Is the content relevant?
¡ Is the format appropriate – wordy brochure vs. brief handout?
¡ Is the interface too complicated – too many links, no clear focus?
¡ Do you note audience usage, feedback, social media growth?
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Create a Content Checklist
þ Email
þ Blogs
þ Social
þ Advertising
þ Public Relations
þ Print – mail/leave-behinds • Short Form vs. Long Form
For each campaign, what will your outreach and engagement look like?
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Content Development Tips
¡ Collaborate ¡ Staff and Alumni ¡ Helps Identify Multiple Interests of Alumni
¡ Share Themes ¡ Adapt for Vertical Interests
¡ Build a Narrative ¡ Tell A Story, Make it Engaging
¡ Identify Expertise ¡ Reuse Staff For Similar Efforts
¡ Develop Master Content ¡ Use to Build Blogs, Email, Social
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Content Development Tips
¡ Print: Make It Evergreen ¡ Can You Avoid Dating Content?
¡ Digital: Make it Timely ¡ Connect to Your Audience’s World
¡ User Friendly ¡ KISS: Platform-Specific Ease of Use
¡ Brevity Is OK ¡ People are busy
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10 Email Writing Tips
1. Headlines Are The Gatekeeper to Your Email ¡ Use Actionable Language
¡ Don’t Miss Willow Bay at USC Women’s Conference
¡ Purchase Tickets Today for USC Women’s Conference
2. Try Personal Headlines Based on User Profiles ¡ Create Several Different Headlines
¡ Speak to Different Triggers
3. Clarity First, Catchiness Is Secondary
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
Try it without a verb
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10 Email Writing Tips
4. Align Your Subject Copy To Your Body Copy ¡ Deliver What Your Promise or Click-Throughs Suffer
¡ “54 New Data Slides for Your Marketing Decks”
¡ “Get Key Marketing Trends From the Marketing Data Box”
5. Establish Relevancy Immediately in Copy ¡ What’s Your Connection To Your Recipient?
¡ Thanks for Making The Don Thompson Film Festival A Hit. Don’t Miss our Conversation with Producers Seminar on April 19
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
26% click-through rate
10.4% click-through rate
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10 Email Writing Tips
6. Write In The Second Person ¡ Use “You,” “Your” Pronouns
¡ Focus on the Reader, Not the Writer
7. Focus on Benefits, Not Features
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
You get a discount, but what’s the value
behind it?
They’re selling shorts, but telling you how versatile and convenient they are
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10 Email Writing Tips
8. Be Brief ¡ Don’t Tell Your Entire Story ¡ Greet, Then Get to the Point ¡ Know The Action Your Email is Supposed to
Drive
9. Be Personable ¡ It’s OK to Show Personality and Have a
Relatable Voice
10. Use Actionable Call-To-Action Language ¡ Make It Easy To Identify ¡ You Want Great Design and Great Copy
http://blog.hubspot.com/blog/tabid/6307/bid/32606/The-9-Must-Have-Components-of-Compelling-Email-Copy.aspx#sm.0001fwi8l2ys3ed8znc1a804dhgay
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Content Opportunities University Events, News,
Experts, Volunteers, Alumni Milestones
Social Media Influencers
Repurpose / Expand Existing Content
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Visual Content Is Critical
Images: Visuals Boost Engagement
94%
Source: http://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.0001fwi8l2ys3ed8znc1a804dhgay
Polling Tools • Twitter Polls • Poll App • Wedgies Polling
Interactive Engagement:
Questions, Polls
Videos: University, Student, Faculty,
Alumni Generated
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http://blogs.constantcontact.com/social-media-image-sizes-2016/ Source: Constant Contact
Social Media Image Sizes
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Identify Influencers
¡ Attend Live Events
¡ Social Media Advocates ¡ Respond, Comment, Share, Retweet, Like ¡ Create USC-Focused Pages / Profiles
¡ Email Engaged ¡ Respond to Emails, Click on Links
¡ Volunteer ¡ Active on Committees, Speak at Classes, Mentor
¡ Donate
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Listen, Learn, Engage
¡ Identify Relevant Users on Each Platform
¡ Which Users/Groups Are Active?
¡ How Big/Engaged Are Their Audiences?
¡ Who Participates Regularly?
¡ What Are Their Interests?
¡ Find A Relevant Connection
¡ Add Value
¡ Engage Regularly
Influencers on Social Media
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Quick Search of All Users with “USC Fan” in their profile
Twitter Provides Search Tools To Identify Relevant Users Build A Better Twitter Feed by Following USC Advocates
Influencers on Social Media
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What’s Most Relevant Locally in Real Time
Twitter Trends Enables You to See Location-Based Trends
Influencers on Social Media
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Audience Identified by Interest and # of Members
LinkedIn Currently Has
More Than 450 Groups Related to USC
Influencers on Social Media
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Clearly defined mission for this group with more than 1,600 members.
Open or Closed Group? What is the Mission? Who are the Group Administrators?
Influencers on Social Media
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Tools to Target & Measure
¡ CRM ¡ Fields to Sort By Interest or Past Activity ¡ Update Based On Marketing Engagement
¡ Website ¡ Google Analytics
¡ Email ¡ Open Rate, Click-Through Behavior
¡ Social Media Measurement ¡ Twitter, FB Have Basic Analytics ¡ Track More Than Follower Growth ¡ Follower Engagement Is Key
Define What You Want to Achieve and Measure THAT