The document outlines a framework for developing an effective digital strategy and online branding for a student chapter. It discusses establishing consistency across online platforms, using a blog to produce original and frequent content, and leveraging members to take on roles like writers, editors, and analysts. Implementing this framework helped one chapter increase their blog views from 1,409 to over 4,000 per month and build their online presence.

1. Mike DeFilippis Christina Serrano
Chapter President Digital Media Coordinator
@mgflip @ChristinaSerran
Friday, January 11, 13

2. Digital strategy is very important in 2012.
No choice whether to be offline or online;
we’re always online.
Underlying idea of digital strategy is
branding.
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3. branding: “kind, grade, or
make, as indicated by a
stamp, trademark or the
like.”
å
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4. Not to generalize, but,
for example, New York
City may post more
content about fashion
while Lincoln, Neb. may
be more focused on
hospitality.
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5. These differences are not a bad thing.
They are what defines each Chapter.
This differentiation is important since it will
make it easier for your Chapter brand to
stand out in the non-stop fire hose that is
the Internet.
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6. Reputations are not built overnight.
Brands are built over the long-term and
short-term.
Here are some quick fixes!
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7. Inventory all of your digital platforms.
Make sure you’re using each for a strategic
reason.
Branding can be muddled with too many
online platforms.
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8. Use all the platforms correctly.
Ex.) Chapter should have a Facebook Page;
not individual account.
Don’t post pointless things; it hurts your
brand.
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9. Don’t fall for ‘new-toy syndrome.’
Ex.) Create a Pinterest, pin a
couple things and never touch
it again.
This will detract from a
cohesive online brand.
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10. Eliminate errors by
scheduling posts ahead
of time with tools such
as HootSuite.
Grammar still counts no matter what
online platform you’re using.
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11. Stylebook is a good template for
online grammar.
Use full words; avoid ‘plz’, ‘thx’,
etc.
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12. No emoticons!
Keep to a tight,
journalistic
structure in online
copy writing.
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13. Keep all usernames and passwords secure.
Short-term fixes are aimed to
establish brand consistency.
Streamline logo and graphics, but also
language to market your Chapter.
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14. You’re not going to post random things.
Fill your platforms with quality content.
Best way to do this? An awesome blog.
That’s what our Chapter did and it worked.
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15. Having and maintaining a successful blog is
key to long-term digital strategy.
Our framework will enable your Chapter to
consistently produce quality content.
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16. Your content will attract fans, followers, etc.
Even a small Chapter can have a large online
presence.
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17. Our framework model is scalable.
First, a bit of background on how our
Chapter did it.
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18. Our new strategy began in September 2011.
The blog recorded 1,409 views that month.
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19. Thanks to the new strategy, views in October
skyrocketed by 300% to 4,024.
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20. The blog then averaged 3,171 views/month
until the end of December 2011.
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21. An all-time monthly view record of 4,093
was recorded in February 2012.
Pretty impressive, but didn’t happen
overnight.
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22. Previously, the blog sucked.
It had minimal postings on a sporadic
schedule.
We had never tried to create original content.
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23. Executive Board member in charge of blog
was just one person.
This limited the amount of content we could
produce.
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24. There was zero focus.
We realized there was a lot of missed
potential.
So, how did we do it?
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25. We could leverage our members to produce
content.
They were even for asking for more
opportunities to get involved.
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26. We saw the ability to use our Boston
surroundings to create content.
Ex.) BU has a rich history of PR; 1st in
nation to offer PR degress in 1947.
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27. Geography is not end all for content.
Technology can help us reach out to
professionals in Tokyo or Bangladesh for an
interview.
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28. WordPress
• Easy and powerful setup
• Expandable if you need a special feature; ex.) more storage,
self-hosting
•Great functions like postings, categorizing, and even
administrative functions
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29. The Framework
•Consists of digital media coordinator (on e-board), editors,
writers, data analysts and graphic designers
• Holds separate weekly meetings
• Edits are made over the weekend; schedule them for release
•Schedule is set at least one week in advance
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30. Digital Media Coordinator
•Sits on the Executive Board and is a one-person role
• Position is very much like an Editor-in-Chief
• He or she helps shape the content calendar, coming up with
web presence and leading the team.
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31. Editors
• Editors don’t just edit
• Help brainstorm content idaes
• Crucial to shaping & maintaining Chapter’s online
brand
• They do proofread for grammar, spelling and clarify;
also for focus
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32. Writers
•Everyone from Chapter President to at-large member can be one
•Writer choses what topic they want to write
•1-week deadline to write post
•More writers = more content
•Helps with professional development
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33. Writers
•Responsible for one post/week (Not a huge time commitment)
• Basic guidelines: 350-450 word count, tagging and research
for topic
•Posts must align with Chapter’s online brand
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34. Analysts
• Important to measure efforts to evaluate effectiveness of strategy
• Twitter includes follower growth and number of links clicks, per week
• Facebook includes fan growth, user engagement, organic reach, per week
• WordPress includes daily views, weekly views, and monthly views
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35. Graphic Designers
•Usually folks who are obsessed with Adobe Creative Suite
• Perform functions like rebranding, logo creation and designing
infographics
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36. This is scalable.
Not every Chapter has 100 paying members.
Responsibilities can be consolidated to as
few positions as possible.
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37. That was a lot.
Remember the
key points.
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38. Be Known
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39. Create Consistency
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40. Blog
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41. Tweet Us Maybe?
@BUPRSSA
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