#Fordham4Me Social Campaign Basics
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Transcript of #Fordham4Me Social Campaign Basics
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#Fordham4Me Social Media Basics
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Patrick Powers Project Manager @patrickjpowers
Donna Lehmann Director of Online Communications
@donnajl
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#mStonerNow
What we’ll cover: • Planning • Set Up • Communications • Execution • Measurement • Lessons Learned m
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Our Questions: Is social media the answer? What makes a good social media campaign? How do you “plan” for spontaneity?
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Plan
Set Up
Communicate
Execute
Measure
The Approach:
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Plan
Set Up
Communicate
Execute
Measure
The Approach:Brainstorm Strategies Objectives KPI
mBackground
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What is the challenge we are trying to meet?
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The Goal: Influence yield of admitted undergraduate students planning to enroll in Fall 2014.
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Who is our audience?
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The Audience: Active social media users. 17-19-year-olds. Admitted.
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The Inspiration:
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The Strategy: Leverage popular platforms to generate excitement about choosing Fordham.
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• Reach 90 percent of all admitted students.
• Prompt 100 admitted students to generate content.
• Attract 150 new followers on Tumblr and Instagram.
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The Tactics:Visual, popular among target audience, growing
Visual, popular among target audience, growing
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Plan
Set Up
Communicate
Execute
Measure
The Approach:Brainstorm Strategies Objectives KPI
Platform Setup Design Research
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The Social Media Landscape: 33K likes; heavy on news
8,600 followers; heavy on news
378 followers; campus beauty
No Presence
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Plan
Set Up
Communicate
Execute
Measure
The Approach:Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in
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Plan
Set Up
Communicate
Execute
Measure
The Approach:Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in
Content Production Recruitment
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Plan
Set Up
Communicate
Execute
Measure
The Approach:Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in
Content Production Recruitment
Tracking Listening Reporting
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The Results (to date)
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The Results:
58% Open Rate 3.2% Click Rate 3 Emails
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The Results:
3,200+ Pageviews 900+ Visitors 63 New Followers 21 On-Page Likes
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The Results:
6,238 Public Likes 511 Public Comments 282 Total Posts 180 Public Participants 99 Unique Participants
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• Reach 90 percent of all admitted students.
✓Prompt 100 admitted students to generate content.
✓Attract 150 new followers on Tumblr and Instagram.
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What did we learn?
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Students show what they want their audience to see.
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Social content never stays in the same silo.
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Expectations need to be managed.
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The future needs to be a part of your plan.
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Questions for us?
Thank you!Donna Lehmann Director of Online Communications [email protected] 212.636.7209 @donnajl
Patrick Powers Project Manager [email protected] 314.282.3982 @patrickjpowers
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