Presented at HighEdWeb 2016 with Sarah Juliano.

1. #mcs3 @tb623+&+@SarahJuliano
!
Events'in'Stereo
How+to+help+your+campus+events+&+
campaigns+succeed
"
#
$%
&
'
Tiffany+Broadbent+Beker+
Sarah+Juliano+
William+&+Mary
HighEdWeb+
2016+
#mcs3+

2. #mcs3 @tb623+&+@SarahJuliano
#MarchOnTribe
#wmgrad #wmForTheBold
#OneTribeOneDay (

3. Se#ng&Expecta-ons
#mcs3 @tb623+&+@SarahJuliano
When?
,
Who?
+
How?
)
What?
*
Why?
?

4. #mcs3 @tb623+&+@SarahJuliano
∠
#goals
. )
Event
attendance
Channel++
engagement+
and+followers
Brand+awareness

5. #mcs3 @tb623+&+@SarahJuliano
Why&Hashtags?
3 Posterity2 Engagement
+ Community
 CrossMplaNorm+unity 1 Visibility
/ Searchability

6. #mcs3 @tb623+&+@SarahJuliano
#wmhc Western+MassachuseVs+Hard+Core
W&M+Homecoming
#wmhomecoming

7. #mcs3 @tb623+&+@SarahJuliano
Hashtag&Tips
#marchontribe+vs+#MarchOnTribe
4 Specific
/ (Pre)search
5 Readable

8. #mcs3 @tb623+&+@SarahJuliano
#SusanAlbumParty

9. #mcs3 @tb623+&+@SarahJuliano
Hashtag&Tips
5 Readable
4 Specific
7 Tested
6 Memorable
/ (Pre)search

10. Content&Ideas
#mcs3 @tb623+&+@SarahJuliano
Things+folks+want+to+share
Important+event+informaZon8
Contests9
Behind+the+scenes:
Live+coverage;

11. #mcs3 @tb623+&+@SarahJuliano
#OneTribeOneDay
House+of+Cards Dick+van+Dyke+Show
Scooby+DooLaw+&+Order

12. #mcs3 @tb623+&+@SarahJuliano
Social&Media&
Event&GuideOne Tribe One Day is William & Mary’s giving day: a chance to show the
world how much alma mater means to us. On April 19, 2016, William & Mary
will celebrate our third annual One Tribe One Day – one extraordinary day
of giving back and paying it forward. Throughout the day, from Tokyo to San
Francisco, the Tribe community will gather and celebrate around the world.
Every gift, of any size, to any school, department or unit makes a difference
and helps to strengthen alma mater.
We have created this social media guide to provide the Tribe with suggestions on messaging,
as well as to provide applicable hashtags, language and images leading up to, during, and
following this day. Help us reach your fellow alumni by sharing One Tribe One Day posts on
Facebook, posting photos on Instagram and staying active on Twitter. Follow our progress
on all social media platforms and keep the momentum going all day long with the hashtag
#OneTribeOneDay!
We greatly appreciate your help furthering this important cause. If you have any questions or
need additional guidance at any time, please feel free to contact Sarah Juliano, Social Media
& Web Manager for W&M Advancement, at sejuliano@wm.edu or 757-221-1372.
SOCIAL MEDIA GUIDE
FOR ONE TRIBE ONE DAY
HASHTAGS
#OneTribeOneDay
#TribePride
#WMAlumni
WEBSITE
One Tribe One Day
Website
• wm.edu/OTOD
1
@WMAlumni
William & Mary
Alumni Association
@WMAlumni
WHO TO FOLLOW
ILLIAM & MARY
OFFICE OF UNIVERSITY ADVANCEMENT
W
When+to+use+a+social+media+
event+guide
(
Include+preMmade+posts+&+
shareable+photos
<
Web+&+PDF+versions=
Social+Media+Ambassadors>

13. #mcs3 @tb623+&+@SarahJuliano
U-lizing&your&community
? Offer'content'that'people'want'to'share
Ask'questions'where'they'will'tag'friendsA
Ask'questions'that'people'will'comment'on @
Crowdsource'photos'from'the'event B

14. #mcs3 @tb623+&+@SarahJuliano
#MarchOnTribePhoto+courtesy+of+Tribe+AthleZcs

15. #mcs3 @tb623+&+@SarahJuliano
#MarchOnTribe

16. #mcs3 @tb623+&+@SarahJuliano
'#MarchOnTribe 3

17. #mcs3 @tb623+&+@SarahJuliano
C
#MarchOnTribe
& D %

18. #mcs3 @tb623+&+@SarahJuliano
#MarchOnTribe
E Ticket+&+game+info
( Alumni+events
F Social+media
DownloadablesG
Request+to+giveH
News+stories'
C Merchandise

19. #mcs3 @tb623+&+@SarahJuliano
#MarchOnTribe

20. Collabora-on
#mcs3 @tb623+&+@SarahJuliano
I
U"lize'exis"ng'
communica"on'
channels
K
Don’t'be'afraid'
to'break'down'a'
silo'(or'two)
♥ Share'the'loveJMake'it'easy
+

21. #mcs3 @tb623+&+@SarahJuliano
M #wmgrad

22. #mcs3 @tb623+&+@SarahJuliano
✓+OnMDemand+Geofilter
✓+PreMevent+publicity
✓+Geofilter+zone+signs+
✓+Branding+++Kudos!

#wmgrad
You are in a special
Snapchat geofilter zone!
Snap a photo and
show your Tribe Pride.
#wmalumni
SHARE & FOLLOW US @WMALUMNI

23. #wmgrad
Moderated&realJ-me&social&media&photo&slideshow
#mcs3 @tb623+&+@SarahJuliano
O *

24. #mcs3 @tb623+&+@SarahJuliano
#wmHomecoming&&&#wmForTheBold
P
Build1up

25. #mcs3 @tb623+&+@SarahJuliano
#wmHomecoming&&&#wmForTheBold
P
Build1up

26. #mcs3 @tb623+&+@SarahJuliano
#wmHomecoming&&&#wmForTheBold
P
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Q Cohesive1branding

27. #mcs3 @tb623+&+@SarahJuliano
#wmHomecoming&&&#wmForTheBold
P
Build1up
Q Cohesive1branding
R Post:event

28. #mcs3 @tb623+&+@SarahJuliano
#wmHomecoming&&&#wmForTheBold
P
Build1up
Q Cohesive1branding
R Post:event

29. #mcs3 @tb623+&+@SarahJuliano
Empire&State&
Building&Ligh-ng
Teaser1photo:

30. #mcs3 @tb623+&+@SarahJuliano
Empire&State&
Building&Ligh-ng
Teaser1photo:
.gif1of1lightingS
Facebook1Live;

31. #mcs3 @tb623+&+@SarahJuliano
Striking&a&balance&between&
engagement&&&fundraising
Open1
Communication
Knowing1when1to1
say1“no”
No1explicit1
requests1to1give

32. PostJevent
#mcs3 @tb623+&+@SarahJuliano
3 Save+your+stuff
)
Did+you+meet
your+goals?

33. #mcs3 @tb623+&+@SarahJuliano
= W&M+Social+Media+Directory:+social.wm.edu/directory+
Open+source+directory+project:+
hVps://gitlab.wm.edu/creaZveMservices/socialstreamMopensource++
Resources
= Curated+hashtag+feed:+tagboard.com
= Social+media+photo+slideshow:+eventstag.com+
= Social+media+graphics:+canva.com
= Social+media+guide:+wm.edu/OTOD
= Social+media+archive:+storify.com

34. #mcs3 @tb623+&+@SarahJuliano
Thank&you!
Tiffany+Broadbent+Beker+
Zffany@wm.edu
Sarah+Juliano+
sejuliano@wm.edu