gwu secret show

How One Tweet Changed a University

✚The Story

✚How we did it

✚10 Steps

✚Resources

✚Social Media Maturity

✚Results

Hello…!

Annie Freemanakfreeman@gardner-webb.edu

Kristen Setzerksetzer@gardner-webb.edu

Rhea FriesenRhea.friesen@twgplus.com

Links to Presentation

✚Note about Research report

✚www.facebook.com/futuredawgs

✚www.twitter.com/futuredawgs

✚www.youtube.com/gardnerwebb1905

✚The Story

✚How we did it

✚10 Steps

✚Resources

✚Social Media Maturity

✚Results

We are here...

✚Planning

✚Goals

✚Strategy

✚Tactics

✚Audience

How we did it

86PlanningPlanning

97ObjectiveGoalsGoals

108StrategyStrategyStrategy

119TacticsTacticsTactics

1210AudienceAudienceAudience

✚The Story

✚How we did it

✚10 Steps

✚Resources

✚Social Media Maturity

✚Results

We are here…

10

Steps that created success with#gwusecretshow

1513It’s not magic#1 Realize it’s not #1 Realize it’s not

magic.magic.

1614Don’t fight it.#2 Find trends#2 Find trends

1715Advocates#3 Become an #3 Become an

advocateadvocate

1815Advocates#4 Establish baseline #4 Establish baseline

goalsgoals

1916Educate#5 Educate internal #5 Educate internal

organizationsorganizations

#6 Create a core group #6 Create a core group of studentsof students

2118Make it meaningful#7 Create a cause#7 Create a cause

2219Make it local#8 Enlist local leaders#8 Enlist local leaders

2320Involve the community#9 Involve community#9 Involve community

2421Ripple effect#10 Monitor and #10 Monitor and

respondrespond

✚The Story

✚How we did it

✚10 Steps

✚Resources

✚Social Media Maturity

✚Results

We are here…

0Marketing Budget?

✚The Story

✚How we did it.

✚Lessons learned.

✚Resources

✚Results

We are here…

5 Impactsof the

#gwusecretshow

NEEDTOBREATHE performed on GWU’s campus on 4/28/12!

#1

133,582 Followers

270,000 Fans

64,700 Followers

73,434 Fans

7,670 Followers1,245 Fans

#28 full scholarships fulfilled for Project Rescue!

#3Overcoming challenges on campus.

Recruitment of students by students.

#4

#5Metrics rock!

Ticket Sale Campaign

Reach2,931

✚The Story

✚How we did it

✚10 Steps

✚Resources

✚Social Media Maturity

✚Results

We are here…

Where are we going?Ad hoc Engaged Structured Managed Optimized

- No Management- No budget- No structure- No resources- Experimentation

- Executive awareness- Some management engagement- Pilot programs- Part time resources

- Dedicated budget- Management responsibility- Formal campaigns- Formal Roles- Formal Metrics - Executive sponsorship

- Daily Management- Program office- Professional staff- Well defined roles- Requirements driven

From Dachis Group and CMMI

From To Do

Ad hoc Engaged Top-down champion

Make guidelines

Select free tool

Monitor*

Select trial group

Objectives

Engaged Structured Create a budget

Select a manager

Develop formal roles

Measure targets

Active campaigns

Structured Managed Report to management

Dedicate daily management

Dedicate staff

Coordinate departments

Managed Optimized Center of excellence

Multi-channel campaigns

Decide by data

Developing Internal Structure and Support

✚Top down support

✚Guidelines

✚Objectives first

✚Start!

✚ plan http://www.flickr.com/photos/gcapron✚ objective http://www.flickr.com/photos/ekkebus/ ✚ strategy http://www.flickr.com/photos/birgerking/✚ tactics http://www.flickr.com/photos/cogdog✚ audience

http://www.flickr.com/photos/sreejithk2000/✚ how it happened

http://www.flickr.com/photos/umjanedoan/✚ magic http://www.flickr.com/photos/battlecreekcvb/✚ fight http://www.flickr.com/photos/horiavarlan✚ educate http://www.flickr.com/photos/orionpozo✚ meaningful http://www.flickr.com/photos/thenovys/✚ ripple http://www.flickr.com/photos/joka2000/ ✚ Look for Trends

http://www.flickr.com/photos/haiko/154105063/sizes/m/in/photostream/

Attribution