E-STE TEWARDS WARDSHIP HIP TA TAKI KING NG STE TEWAR ARDS DSHIP HIP ON ONLINE INE AN AND OF OFF TH THE CH E CHAR ARTS TS
TODAY’S TOPICS • Implementing Social Media Tools • Creating an Emarketing Plan • Case Study
IM IMPLEME LEMENTIN NTING G SOCI OCIAL L ME MEDI DIA A TOO OOLS LS • Facebook • Twitter • YouTube • Website – Departmental – Event registration – Survey system
FA FACEBOOK EBOOK • Similar to Twitter, but more interactive • Easy to find people connected to TCU • Conversations are easy to join in • More is more • Photo, event, networking opportunities
TWI TWITTER TTER • Think about it as a conversation • Pictures, links helpful • Don’t use all 140 characters • Stay up-to-date and respond often • TinyURL.com = shorten long URLS • Less is more
Y OU OU T UBE UBE • Post relevant videos only – Videos from events – Interviews – Scholarship highlights – Subscribe to related content – More content=more viewers
YO YOUTUBE TUBE IN INSIG IGHTS HTS PA PAGE GE
WE WEBS BSITE ITE Links to all social media
SOCI OCIAL AL ME MEDIA IA ET ETIQ IQUETTE UETTE • Don’t just talk! Listen and join natural conversation. • Engage other users by inviting participation. • Don’t control content, manage it. • Intersperse personal, unrelated material strategically. • Tailor message according to media attributes.
SOCI OCIAL AL ME MEDIA IA ET ETIQ IQUETTE UETTE • Carefully consider your participation: – Audi dienc ence: who are you targeting? • Alumni, donors, parents, students, perspective students, community – Mon onit itor or: what are they saying? • Technorati (searches user-generated content such as blogs) • Digg (searches the entire net based on preferences of digg users) • Who’s Talkin ’ (searches for most relevant conversations online) – Inte tegrate rate: how will you represent/brand yourself? • Messages, colors, logos, images – Sta taff ff: who will be responsible for new media?
CR CREATING TING AN EMA MARK RKETIN ETING G PLA LAN • Calendar – Audience – Purpose: • Evite • Enewsletter • Scholarship • Anything else?!
E-STEWARDSHI TEWARDSHIP P MAR ARKETI ETING NG PL PLAN AN
E-BLA BLASTS STS TYPES: TIPS: – Enewsletters • Too many can be overwhelming, alienate audience • Determine timing • Cost effective • Informational • Determine content • Always have a link to your Website – Evites • Always have a “call to action” • Gives donors inside information • Events – Eblasts • Market to specific donor group as “preregistration.” • Determine timing • Determine messaging
E-BLA BLAST ST EX EXAM AMPLES PLES
CAS ASE E STU TUDY DY • Clark Weekend 2010: Dancing with the Frogs, season two
DAN ANCING CING WITH THE FROG OGS S EVE VENT EMAR ARKETI KETING NG • Save the Date • Website Promotion • Facebook Event • Facebook and Twitter Promotion • Online Registration Page • E-vites/Video Promotion • Last Minute Details E-blast • Post-Event Survey • Post-Event Video
SAVE AVE THE THE DATE ATE SENT: END OF MAY
WE WEBS BSITE ITE PR PROM OMOTION OTION PROMO VIDEOS ONLINE REGISTRATION EVENT VIDEO UPDATES: MAY-DECEMBER
FA FACEBOOK EBOOK EV EVEN ENT T PA PAGE GE CREATED: JUNE
FA FACEBOOK EBOOK PR PROM OMOTI OTION ON A little sneak peak of the view from the judges table for “Dancing with the Frogs!” ONGOING
TWI TWITTER TTER PR PROM OMOTI OTION ON It’s rehearsal time for Dancing with the Frogs! # fb fb ONGOING
ON ONLIN LINE E RE REGI GISTRATION TRATION PA PAGE GE SET UP: MID SEPTEMBER
PR PROM OMO O VI VIDEO EO EV EVIT ITES ES SENT WEEKLY: OCT./NOV.
LA LAST T MI MINUTE TE DET ETAI AILS LS E-BLA BLAST ST SENT TWO DAYS BEFORE EVENT
EV EVENT ENT SURV RVEY EY E-BL BLAST AST SENT TWO DAYS AFTER EVENT
EV EVENT ENT SURV RVEY EY WE WEBS BSIT ITE
PO POST-EVENT EVENT PR PROM OMOTIONAL OTIONAL VI VIDEO EO
TO TO KEE EEP P IN IN MI MIND • Publish as much as you can • Publish everywhere: create uniform messages unique to each social media network • Target your audience • Make sharing easy • Track your monthly progress: Twinfluence • Look into tools that help you manage multiple accounts: Tweetdeck • Helpful to follow online sources such as Mashable to stay up-to-date on technology changes and upgrades.
QUESTION ESTIONS? S?
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