#RoadToRyerson: How To Run An Impactful Social Media Campaign - Bailey Parnell

Running Impactful Social Media Campaigns

Welcome to #ACPA16 in Montreal, we are glad you are here!Bienvenue à #ACPA16 à Montréal, nous sommes heureux que vous soyez là!

Questions

2. Where are we all coming from?

1. What are you hoping to get out of this session?

3. What networks are we on?

Hello!I am Bailey Parnell

@BaileyParnell

Learning Outcomes

1. An overview of the successful #RoadToRyerson campaign

2. How we connect meaning to numbers in a campaign

3. How-to guide for social media campaign production

I.What is

#RoadToRyerson? An Overview

Start With WhyA need for the story of transition to be told.

By students, for students.

1.

2. Audition the Students

Raven Lam

Nolan Blanchard

Sunita Singh Hans

Mikael Melo Enna Kim

● Visual

● Diverse

● Authentic

3. Empower the Students

Share! Share! Share!ryersonstudentaffairs.com/roadtoryerson

4.

1100+ Tweets2300+ for #RoadFromRyerson

2.5 Million Impressions

565 Including #LGG3Over 50%

United Campus

● 4000+ Tweets● 1000+ Unique Users● 10.2 Million Impressions

TopWords

TopHashtags

550+ Instagram Posts

651+ Instagram Posts

13,000+ Pageviews17K+ for #RoadFromRyerson

350,000+ Ad Impressions130,000+ During Orientation Week

But did we have an impact?

II.Connecting Meaning to

Numbers Value All Around

Old Spice’s “Smell Like A Man” Funny. Different. Impactful.

Dove’s “Body Image”Serious. Meaningful. Impactful.

Happy Medium

Old Spice Dove#RoadToRyerson

Reactions From ‘The 5’

Mikael

“It has truly been an extreme blessing to have been chosen to blog about my experience upon arrival to Ryerson. This experience has opened so many wonderful opportunities, helped me document my first year memories, and has allowed me to meet several of the incredibly diverse, loving, positive, and fantastic Ryerson community members… Can’t express enough gratitude to RU Student Life and LG Canada for everything they’ve done for me. It’s been a fantastic journey and an absolute pleasure meeting each and every one of you :)”

Raven

Reactions From Other Students

SCHLOSSBERG’S TRANSITION THEORY

4 S’s of Transition

▣ Situation

▣ Self

▣ Support

▣ Strategies

Calculating Campaign Success

NumbersNotable

Interactions

III.Spreading

the Love A How-To Guide

Pre-Production: Know why you’re running the campaign and what you hope to get out of it. Set goals.

1. Start With Why

WHY

HOW

WHAT

Pre-Production: Identify collaborators, create schedules, develop marketing plan, etc.

2. Plan

Pre-Production: Create the assets, webpages and scheduled posts. Prepare audience and start tracking.

3. Build

Production: Only after all of the “pre-production” is done can you move into “Production.”

4. Launch

Production: Continuously monitor the success of your campaign. If something works, keep it. If it doesn’t, ditch it.

5. Monitor & Pivot

Post-Production: Complete Kolb’s learning cycle and reflect on the campaign’s success. Produce a post-report with numbers & notables.

6. Reflect & Report

Producing Campaigns

Start With WhyKnow why you’re running the campaign and what you hope to get out of it. Set goals.

PlanIdentify collaborators, create schedules, develop marketing plan, etc.

BuildCreate the assets, webpages and scheduled posts. Prepare audience and start tracking.

LaunchOnly after all of the “pre-production” is done can you move into “Production.”

Monitor & PivotContinuously monitor the success of your campaign. If something work, keep it. If it doesn’t, ditch it.

Reflect & ReportComplete Kolb’s learning cycle and reflect on the campaign’s success. Produce a post-report with numbers & notables.

1. 2. 3.

4. 5. 6.

@BaileyParnell

Meet This Year’s Team

Nida Shaikh

Jolyon EtaogheneJillian Maniquis

Rebecca Williamson Zach Tng

Increased diversity of program, faculty & background.

Jamie Hills

QUESTIONS?Thank you for learning with us!Nous vous remercions pour avoir appris avec nous!

@[email protected]

ryersonstudentaffairs.com

Resources

Click to see example!

Post Report & Reflection

Marketing Plan