ddwsu - digital hub

Digital Done WrightDigital Hub

1Russ Shirley & Ike Brunner | DigitalDoneWright.com

http://DigitalDoneWright.com

Strategy/PositioningBranding, Audiences & Industries

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‣ DDW Brand • Aiming to be SoMe authority in academic space • Built new brand, using unique assets (logo, hashtag) &

business expertise. Spanning industries = unique value ‣ Audiences

• Current Students (brand advocates) • Future Students (recruiting target, brand amplifiers) • Teachers/Educators (peer recognition, guest speaking) • Businesses (current & prospective clients)

‣ Industries • Higher Education • Multiple non-education verticals (tech, agency, non-profit)

Russ Shirley & Ike Brunner | DigitalDoneWright.com


Goals & ObjectivesShort- & long-term

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‣ Short-term • Establish unique presence & reputation @ WSU • Build relationships to COM Dept. & CoLA • Satisfactory 1st semester (learn & revise); improve 2nd semester

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‣ Long-term • Develop relationships with other WSU departments • Align with other WSU orgs. (COM & MKTG, SoMe Managers) • Grow within region (UC, UD, NKU, Xavier) • Speak @ SXSW EDU • Network w/other SoMe educators • Establish standalone, recognized & respected DDW brand



InspirationsExamples to inform presence

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http://cmd.rutgers.edu/programs/mini-‐mba-‐social-‐media-‐marketing#tab-‐Curriculum

http://www.dr4ward.com/


http://cmd.rutgers.edu/programs/mini-mba-social-media-marketing

http://www.dr4ward.com/


ChannelsDigital Hub Executed

5Russ Shirley & Ike Brunner | DigitalDoneWright.com


Content Calendar3-month plan

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Sun Mon Tue Wed Thu Fri SatMonth Week New$Trend Players Audience Integration Measurement Industry$Impact Future

November 36NovBlog%post%(website%

or%G+)

106NovTweet%eMarketer%survey%article

G+%post%re:%audience%

participation%&%impact

176NovHighlight%case%studies%on%FB

New%measurement%strategies%(Trendrr,%

SocialGuide)

246NovG+%post%re:%impact%on%new%TV%series%

predictions

Blog%post%(website%or%G+)

Editorial>Calendar

SocialTV

Push%to%Twitter,% FB%&%LI

Push%to%Twitter

eMKTR, AMA newsletters



Monitoring & MeasurementActivity, engagement, vs. goals

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‣ Basic daily monitoring • Likes, RTs/shares, comments/responses, followers/fans /

connections/circles ‣ HootSuite

• Monitor activity, respond to audience, expand engagement ‣ Long-term

• Continued HootSuite (custom regular reports) • Google Analytics: website traffic, growth over time • Regularly try new tools (FanPageKarma, Twitonomy,

TweetReach, SocialMention) • G+ Ripples: public post share activity • SimplyMeasured for all networks in one place



Google ResultsReputation management

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‣ Goals • Own all 1st page results, website to top, logo in images results




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‣ Goals • Own all 1st page results, website to top, logo in images results




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‣ Goal • Get listed on general WSU SoMe results pages



Opportunities & LimitationsProblems, good & bad

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‣ Opportunities • Foster unique community & brand w/in higher ed • Become local SoMe experts, inside & outside academics • Create positive press for WSU & WSU COM Dept. • Build new, valuable network for students • Students have significant impact on the brand

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‣ Limitations • Tough to stand out in crowded SoMe space (Google results) • Brand is always connected to WSU • Students have significant impact on the brand • Building brand beyond closed class system



ConclusionsGood start, but a long way to go

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‣ This is going to take some time • Good thing we thought this through and have a plan

‣ Do we have the patience for this? • Doesn’t matter; see first point

‣ What happens when students finish the class? • Partial re-start every semester, but brand consistency will

remain and be key to long-term success ‣ How will we benefit from this brand long-term?

• Speaking engagements • New networking & connection opportunities • Academic recognition • Local, regional expertise & consulting opportunities

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