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Social Campaigns in #HigherEd
mStoner webinar
Thursday, 27 February 2014
m
Monday, March 10, 14
m
Mallory Wood
Director of Marketing
@mallorywood
mStoner.com
Monday, March 10, 14
m
Daniella Nordin
Online Community Manager
Skidmore College
@daniellanordin
Monday, March 10, 14
m
Ashley Budd
Social Media Strategy
Cornell University
@ashley_budd
ashleybudd.com
Monday, March 10, 14
m
Social Media
in #HigherEd
Monday, March 10, 14
m
“Every campaign
needs a plan.”
- Michael Stoner, President and
Co-Founder
Monday, March 10, 14
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Key Components
• goals/objectives
• audiences
• channels, tools, and assets
• staff/participation
• marketing/promotion
• timeline
• budget
• measurement
Monday, March 10, 14
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Goals/Objectives
Monday, March 10, 14
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Specific
Measurable
Attainable
Relevant
Timely
Monday, March 10, 14
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Marketing/Promotion
Monday, March 10, 14
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Measurement
Monday, March 10, 14
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Measurable objectives
• Increase content sharing ___%
• Increase website traffic ___%
• Increase applications ___%
• Increase attendance at events by ___%
Monday, March 10, 14
m
“It’s not about us,
it’s about the
audience we
want to reach.”
#mStonerNow
@SusanTEvans
Monday, March 10, 14
m
Skids on the Loose!
Monday, March 10, 14
m
Skids on the Loose!
Monday, March 10, 14
m
Skids on the Loose!
Monday, March 10, 14
m
Skids on the Loose!
Monday, March 10, 14
m
Skids on the Loose!
Monday, March 10, 14
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Skids on the Loose!
Monday, March 10, 14
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Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
m
Skids on the Loose
• Engage!
• Branding
• Connect
Monday, March 10, 14
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Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
• Skids at Work
• CTM Skids
• Sightseeing Skids
• Skids Spirit
• Photobomb Skids & Skids to the Extreme
Monday, March 10, 14
m
Skids on the Loose
Monday, March 10, 14
m
Skids on the Loose -
Results
• Year 1
• Mapped requests and results
• 383/400 requests
• Over 500 photos
• Voting on Facebook only - 1,360 total votes
• Year 2
• 153/400 requests (+ Skids already on the loose)
• Over 300 photos
• Voting using WishPond on our site - 987 votes
• Overall vote on Facebook - additional 100 votes
Monday, March 10, 14
m
Social Media Strategy at
Cornell AAD
• Community Management
• Video production
• Livestreaming
• Media campaigns
• Prospect research @Ashley_Budd
@KeithHannon
@AGossen
Monday, March 10, 14
m
Crowdfunding
Monday, March 10, 14
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Crowdfunding at Cornell
Monday, March 10, 14
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Hypotheses
• Crowdfunding will activate new donors.
• Crowdfunding will reactivate lapsed donors.
• Crowdfunding will engage young alumni.
Monday, March 10, 14
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Special considerations
• Annual giving participation
• Annual Fund solicitations
• Donor experience and stewardship of small gifts
• Fundraising experience for volunteers
Monday, March 10, 14
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Campaign Management
• Project Manager — Cornell Alumni Affairs, IT
Applications
• Project Leads — Cornell Alumni Affairs, Social Media
Strategy Team
• Core Team — Annual Fund, IT Services, Marketing
Communications, Metrics & Marketing, Prospect
Research and Donor Relations
• Platform Supplier — USEED
Monday, March 10, 14
m
10 week
Campaign Process
• Application & Interview
• Orientation on crowdfunding platform
• Three week coaching program for volunteer
fundraisers
• Four week campaign
• Follow up and stewardship
Monday, March 10, 14
m
!
Cornell University Crowdfunding Pilot Summary
Dilmun Hill LGBTQ AguaClara Latina/o Studies CUAUV Baja Racing Global Health
Raised: $6,780
Goal: $5,000
Supporters: 90
Raised: $18,105
Goal: $15,000
Supporters: 230
Raised: $32,365
Goal: $30,000
Supporters: 310
Raised: $14,811
Goal: $10,000
Supporters: 187
Raised: $10,641
Goal: $10,000
Supporters: 123
Raised: $21,306
Goal: $21,000
Supporters: 215
Raised: $10,576
Goal: $10,000
Supporters: 147
!
0!
50!
100!
150!
200!
250!
1950s! 1960s! 1970s! 1980s! 1990s! 2000s! 2010s!
Supporters by Decade
Monday, March 10, 14
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Results
• 7 projects - All reached their goals. All overfunded.
• 1,302 donors total
• $114,584.00 total (average gift of $88.00)
• 64% first-time donors
• 13% lapsed donors
• 27% young alumni (year 2000+)
Monday, March 10, 14
m
Available now at
eduniverse.org/socialworks,
on Amazon, and in iBookstore.
The case studies in Social Works will inspire college
and university communicators, marketers, web
team members, and other staff, offering models and
details for highly successful initiatives. And, they
will convince presidents and other senior leaders
that social media is not just valuable, but essential, to
achieving institutional goals. In short, Social Works
belongs on the shelves (or on the e-readers) of college
and university staff who want to learn how to get
results with social media.
EDUniverse Media
eduniverse.org/socialworks
“...a fun, must-read book for anyone
charged with launching a social
media-inspired project or convincing
campus leaders to approve one.”
- Shannon D. Smith, Associate Director, Teaching,
Learning, and Professional Development,
EDUCAUSE
“...a must-read for higher education
marketing and communications
professionals.”
- Teri Lucie Thompson, CMO & Vice President
Marketing & Media, Purdue University
“...specific examples and best practices
for achieving success.”
- Teresa Valerio Parrot, Principal, TVP
Communications
“...A fantastic good read ... for senior
leadership. Social media must be part
of every university’s strategy – this
book helps the decision makers do a
better job.”
- Matthias Geering, Head Communications &
Marketing, University of Basel, Switzerland
Monday, March 10, 14
m
Thank you!Daniella Nordin
Online Community Manager
dnordin@skidmore.edu
Ashley Budd
Assistant Director, Social Media Strategy
ash265@cornell.edu
Mallory Wood
Director of Marketing
mallory.wood@mStoner.com
773.305.0537 x1042
Monday, March 10, 14
m
Questions?
Monday, March 10, 14

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Social Campaigns in #HigherEd

  • 1. Social Campaigns in #HigherEd mStoner webinar Thursday, 27 February 2014 m Monday, March 10, 14
  • 2. m Mallory Wood Director of Marketing @mallorywood mStoner.com Monday, March 10, 14
  • 3. m Daniella Nordin Online Community Manager Skidmore College @daniellanordin Monday, March 10, 14
  • 4. m Ashley Budd Social Media Strategy Cornell University @ashley_budd ashleybudd.com Monday, March 10, 14
  • 6. m “Every campaign needs a plan.” - Michael Stoner, President and Co-Founder Monday, March 10, 14
  • 7. m Key Components • goals/objectives • audiences • channels, tools, and assets • staff/participation • marketing/promotion • timeline • budget • measurement Monday, March 10, 14
  • 12. m Measurable objectives • Increase content sharing ___% • Increase website traffic ___% • Increase applications ___% • Increase attendance at events by ___% Monday, March 10, 14
  • 13. m “It’s not about us, it’s about the audience we want to reach.” #mStonerNow @SusanTEvans Monday, March 10, 14
  • 14. m Skids on the Loose! Monday, March 10, 14
  • 15. m Skids on the Loose! Monday, March 10, 14
  • 16. m Skids on the Loose! Monday, March 10, 14
  • 17. m Skids on the Loose! Monday, March 10, 14
  • 18. m Skids on the Loose! Monday, March 10, 14
  • 19. m Skids on the Loose! Monday, March 10, 14
  • 20. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 21. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 22. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 23. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 24. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 25. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 26. m Skids on the Loose • Engage! • Branding • Connect Monday, March 10, 14
  • 27. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 28. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 29. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 30. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 31. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 32. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 33. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 34. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 35. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 36. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 37. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 38. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 39. m Skids on the Loose • Skids at Work • CTM Skids • Sightseeing Skids • Skids Spirit • Photobomb Skids & Skids to the Extreme Monday, March 10, 14
  • 40. m Skids on the Loose Monday, March 10, 14
  • 41. m Skids on the Loose - Results • Year 1 • Mapped requests and results • 383/400 requests • Over 500 photos • Voting on Facebook only - 1,360 total votes • Year 2 • 153/400 requests (+ Skids already on the loose) • Over 300 photos • Voting using WishPond on our site - 987 votes • Overall vote on Facebook - additional 100 votes Monday, March 10, 14
  • 42. m Social Media Strategy at Cornell AAD • Community Management • Video production • Livestreaming • Media campaigns • Prospect research @Ashley_Budd @KeithHannon @AGossen Monday, March 10, 14
  • 45. m Hypotheses • Crowdfunding will activate new donors. • Crowdfunding will reactivate lapsed donors. • Crowdfunding will engage young alumni. Monday, March 10, 14
  • 46. m Special considerations • Annual giving participation • Annual Fund solicitations • Donor experience and stewardship of small gifts • Fundraising experience for volunteers Monday, March 10, 14
  • 47. m Campaign Management • Project Manager — Cornell Alumni Affairs, IT Applications • Project Leads — Cornell Alumni Affairs, Social Media Strategy Team • Core Team — Annual Fund, IT Services, Marketing Communications, Metrics & Marketing, Prospect Research and Donor Relations • Platform Supplier — USEED Monday, March 10, 14
  • 48. m 10 week Campaign Process • Application & Interview • Orientation on crowdfunding platform • Three week coaching program for volunteer fundraisers • Four week campaign • Follow up and stewardship Monday, March 10, 14
  • 49. m ! Cornell University Crowdfunding Pilot Summary Dilmun Hill LGBTQ AguaClara Latina/o Studies CUAUV Baja Racing Global Health Raised: $6,780 Goal: $5,000 Supporters: 90 Raised: $18,105 Goal: $15,000 Supporters: 230 Raised: $32,365 Goal: $30,000 Supporters: 310 Raised: $14,811 Goal: $10,000 Supporters: 187 Raised: $10,641 Goal: $10,000 Supporters: 123 Raised: $21,306 Goal: $21,000 Supporters: 215 Raised: $10,576 Goal: $10,000 Supporters: 147 ! 0! 50! 100! 150! 200! 250! 1950s! 1960s! 1970s! 1980s! 1990s! 2000s! 2010s! Supporters by Decade Monday, March 10, 14
  • 50. m Results • 7 projects - All reached their goals. All overfunded. • 1,302 donors total • $114,584.00 total (average gift of $88.00) • 64% first-time donors • 13% lapsed donors • 27% young alumni (year 2000+) Monday, March 10, 14
  • 51. m Available now at eduniverse.org/socialworks, on Amazon, and in iBookstore. The case studies in Social Works will inspire college and university communicators, marketers, web team members, and other staff, offering models and details for highly successful initiatives. And, they will convince presidents and other senior leaders that social media is not just valuable, but essential, to achieving institutional goals. In short, Social Works belongs on the shelves (or on the e-readers) of college and university staff who want to learn how to get results with social media. EDUniverse Media eduniverse.org/socialworks “...a fun, must-read book for anyone charged with launching a social media-inspired project or convincing campus leaders to approve one.” - Shannon D. Smith, Associate Director, Teaching, Learning, and Professional Development, EDUCAUSE “...a must-read for higher education marketing and communications professionals.” - Teri Lucie Thompson, CMO & Vice President Marketing & Media, Purdue University “...specific examples and best practices for achieving success.” - Teresa Valerio Parrot, Principal, TVP Communications “...A fantastic good read ... for senior leadership. Social media must be part of every university’s strategy – this book helps the decision makers do a better job.” - Matthias Geering, Head Communications & Marketing, University of Basel, Switzerland Monday, March 10, 14
  • 52. m Thank you!Daniella Nordin Online Community Manager dnordin@skidmore.edu Ashley Budd Assistant Director, Social Media Strategy ash265@cornell.edu Mallory Wood Director of Marketing mallory.wood@mStoner.com 773.305.0537 x1042 Monday, March 10, 14