m #Fordham4Me Social Media Basics
#Fordham4Me Social Campaign Basics
Jun 24, 2015
High school seniors are often willing to shift their social media use to a platform that suits them best. And to capture their attention, colleges and universities best be willing to shift with them. In this webinar, we'll tackle the key components of a successful social media campaign at Fordham University, #Fordham4Me. This campaign specifically targeted admitted students, aimed at influencing yield. And it relied less on the social stalwarts Facebook and Twitter, and more on the popular programs Instagram and Tumblr. We'll tackle strategy, tactics, and how they measured success in a campaign aimed at influencing yield among the admitted student class.
Learn more about mStoner: http:/www./mstoner.com
Connect with other higher education professionals: http://www.EDUniverse.org
Learn more about mStoner: http:/www./mstoner.com
Connect with other higher education professionals: http://www.EDUniverse.org
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Transcript
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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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