Case Study - Jump Start Your Team With Social Media

Marc Majers Director of Online Services

Cleveland Institute of Art

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Is the fear of electronic mail still apropos? Now social?

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Is the fear of electronic mail still apropos? now social?

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Is the fear of electronic mail still apropos? now social?

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Is the fear of electronic mail still apropos? now social?

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Key discussion points

• Develop a social media governance plan

• Integrate team social media campaigns

• Measure social media success

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Is the fear of electronic mail still apropos? now social?

So how do you connect the pieces?

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Social media into communications

• Simple use

• Use email as catalyst

• Keep it campaign-based

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Is the fear of electronic mail still apropos? now social?

Follow checklist before send

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Is the fear of electronic mail still apropos? now social?

Obligatory definition time

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What steps to bring social into the mix?

1. Get people on the same page

2. Find the right mix of software

3. Measure success

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What steps to bring social into the mix?

1. Get people on the same page

Marketing and IT worked together

Formed social media committee

Educate

Form guidelines and triage plan

Develop content plan – Content responsibility chart

– Campaign

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5 social media rules to follow

1. Don’t follow default

2. Choose “Best of Class”

3. Engage, not broadcast

4. Protect yourself

5. Test and measure

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Is the fear of electronic mail still apropos? now social?

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Social media triage plan

1. Negative post

Monitor

Fix

Restore

2. Positive post

Concurrence

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Social media triage plan

• Managers sign agreement

• Response guidelines

Transparent

Source

Timeliness

Tone

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Is the fear of electronic mail still apropos? now social?

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What steps to bring social into the mix?

2. Find the right mix of software

Campaign-driven

Multiple access

Expand current capabilities

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Is the fear of electronic mail still apropos? now social?

Email catalyst for social

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Is the fear of electronic mail still apropos? now social?

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Is the fear of electronic mail still apropos? now social?

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What steps to bring social into the mix?

3. Measure success

Review analytics

Increased revenue

Higher enrollment

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Is the fear of electronic mail still apropos? now social?

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What were the results of social integration?

Overall 5% increase in campaign enrollment

QR code tertiary agent

Social secondary agent

Email primary agent

Open rate

Clicks to opens

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Is the fear of electronic mail still apropos? now social?

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Key takeaways

• Keep social campaign focused

• Get team on same page

• Find right mix of software

• Measure and test

Thank you

Marc Majers linkedin.com/in/mmajers @marcmajers