social media and educational advancement engagement and strategy
DESCRIPTION
TRANSCRIPT
Social Media and Educational Advancement
Engagement and Strategy
CASE Asia-Pacific Master Class 22 February, 2013
High-level Trends in Advancement
High-level trends in Advancement
• Realization that social media is here to stay
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
32%
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
• We’re adopting a more experimental mindset
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
• We’re adopting a more experimental mindset
• We’re measuring our efforts
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
• We’re adopting a more experimental mindset
• We’re measuring our efforts
• We feel good about our efforts
High-level trends in Advancement
• Most hires are entry-level
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in Communications
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in Communications
• Experimentation isn’t always disciplined
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in Communications
• Experimentation isn’t always disciplined
• Efforts to centralize/develop policies/best practices can have unintended consequences
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in Communications
• Experimentation isn’t always disciplined
• Efforts to develop policies/best practices can have unintended consequences
• In general, still having trouble giving up control and focusing on user
What Does an Effective Social Media Strategy Look Like?
Institutional Objective
Social Media Strategy
Unit Objective
Drake’s goals
• Introduce prospective students to the university and the bustling capital city that Drake University calls home.
• Keep alumni emotionally connected with places and spaces where they spent so many of their formative years.
• Be “intentionally stylish and focused on visuals”.
Drake’s rationale
• Designed for visual panache
• Easy to update and promotes social sharing
• More self-contained and customizable than other social platforms
• Section of target audience is already on Tumblr
• Easy to add widgets
AA&D Strategic Plan
“ In response to our society’s rapidly changing communications and networking environments, leverage increased opportunities for the strategic use of digital communications and social media. “
FY12 impact
19,562 unique viewers from 102 countries
Developing a Winning Content Strategy
YouTube
YouTube
YouTube
Gamification
Gamification
Using Social Media to Enhance Events
Before
#hashtag
During
After
Storify
Storify
The Future: Where Do We Go from Here?
Trend 1: It’s a mobile, mobile world
Smartphone ownership
Trend 2: Fragmentation
2010
2013
Trend 3: Social TV
Trend 4: Crowdfunding
Trend 5: Data Mining
25%
Keep in touch!
Twitter: @agossen
LinkedIn: www.linkedin.com/in/andrewgossen