social media and your higher education campaign
DESCRIPTION
By Shannon RiffeTRANSCRIPT
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Social Media and Your Higher Ed Campaign PRESENTED BY SHANNON RIFFE
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Objectives
• PLAN your social media strategy to launch a fundraising campaign.
• Examples of how to EXECUTE that strategy
• University of Michigan campaign kickoff
• The challenges of executing a centralized online strategy within a large,
decentralized organization.
• TRACK your results to measure success.
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About Me
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About Me
• Birmingham, AL > … > Ann Arbor, MI
• University of Michigan Office of University Development
• Online Marketing Strategist
• Assistant Director of Marketing, Online Engagement
• Associate Director of Marketing, Online Engagement
• Before joining U-M in 2011
• Ann Arbor District Library
• Fluency Media
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About Me
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About the University of Michigan
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About U-M
• Michigan is a very large, de-centralized institution
• 60,000 students & 44,000 faculty and staff across three campuses.
• Ann Arbor
• Dearborn
• Flint
• The U-M Office of University Development (OUD) serves
• 19 Schools/Colleges
• 29 Non-degree Granting Units
• 3 Campuses
• 20,000 unique funds, 5,000 of which are online
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About U-M
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Fundraising Campaigns at U-M
• Since 1946, U-M has had 5 fundraising campaigns.
• The last campaign was the Michigan Difference
• Ended in 2008
• Raised $3.2B
• Victors for Michigan
• Kickoff: November 8, 2013 ; Goal: $4 Billion
• Priorities:
• Student Support
• Engaged Learning
• Bold Ideas
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Fundraising Campaigns at U-M
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Plan
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Social Media in 2008
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Founded: 2004 8/2008: 100 Million Today: 1.3 Billion
Founded: 2006 12/2008: 4 - 5 Million Today: 271 Million
Founded: 2005 2008: 258 Million Today: 1 Billion+
Launched: 2011
Launched: 2010
Launched: 2010
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Social Media in 2013
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Collaboration is key to a
successful social media strategy
at a decentralized institution!
#bbcon
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Tweet this now
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Goals
• Raise awareness about the campaign
• Raise awareness about the campaign kickoff events
• Create content that would be memorable, impactful, sharable
• Demonstrate the impact and importance of philanthropy at U-M
= 30 Day Countdown
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Why a Countdown?
• Build momentum
• Consistent, fresh content
• 30 days
• Ambitious but doable
• Enough time to feature a wide variety of stories
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Demonstrate Impact
• Highlight the stories of individuals who have been impacted
• Take the focus off of the institution and shine a light onto the
• Students
• Undergrad
• Graduate
• Student-Athlete
• International
• Faculty
• Staff
• Patients
• Alums
• Donors
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Demonstrate Impact Visually
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Graphic Inspiration
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Creating a Graphic Template
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Creating a Graphic Template
• Look to outside sources for inspiration.
• Consider what has been successful for you previously, as well as best practices for
social media (e.g. images of people’s faces).
• Work with a graphic designer to create initial template.
• Once the template is done, you/student can modify and update it yourself.
• Used Photoshop via “Virtual Sites.” If Photoshop if not available, check out
www.Canva.com.
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Execute
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Gathering Stories
• First impact story in countdown planned for 10/8.
• Began first emails in July to seek stories.
• Do not underestimate the importance of and the time it takes to get approvals.
• Approval by the subject
• Approval by the development/communications contact at the unit
• Approvals of quotes, of images, of the final combined image, of the Facebook and
Twitter posts to accompany it.
• The featured subject may be affiliated with more than one unit, in which case,
make sure that development/communications person can review also
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Tracking Progress
• Day # - For a 30 day countdown, start with day 30 and number in descending order
• Date
• Day of the Week – So your biggest stories don’t get posted on a weekend.
• Event – Are there other things happening you can take advantage of? A sporting event? A holiday?
• Who? – Name of the person to be featured
• Unit – Make sure a variety of units across the institution are represented
• Category – Undergrad; Grad Student; Faculty/Staff; Alum; Administrator; Athlete; etc.
• Contact – Keep a record of who you have worked with to get images, text, and approvals.
• Notes – This is where I kept status regarding approvals (e.g. Image approved 9/15, awaiting text from Jenny)
• Other Social Media – Any other university page that should be tagged in the post.
• Twitter Post – Text of the post, including any links and accounting for space to post an image and staying within character count. Get approval ahead of time.
• Facebook Post - Text of the post, including any links. Get approval ahead of time.
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Creating a Calendar
• Kickoff and close the countdown with a bang
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Creating a Calendar
• Kickoff and close the countdown with a bang
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Creating a Calendar
• Use notable events to your advantage
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Approval Process
• Make sure all stakeholders have a chance to review and weigh in
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Track
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• Created a Facebook Event
• Publicized this link on multiple
social media updates, ad in U-M
paper, email to faculty/staff, on
umich.edu
• RESULTS
• Going: 1,081
• Maybe: 257
• Invited: 3,951
*data via Facebook
Facebook Event
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• On 10/30 an email signed by our
VP of Development went out to all
U-M faculty/staff.
• The call to action was to join and
share the Facebook Event for
campaign kickoff.
• RESULTS
• 44,754 sent
• 16% opened (7,277)
• 1.7% clicked FB link (777)
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• Student Volunteer Committee
planned and executed
• Promoted on Twitter and
• About half of questions were
planted by committee, half were
organic
• Offered an opportunity to have
unfiltered, direct access to top
level staff directly involved in the
campaign.
• RESULTS
• Received 55 total comments
Student Philanthropy
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• Member of the Student Volunteer
Committee tweeted from
@umichstudents for the week
leading up to kickoff
Student Philanthropy
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• Posted Thursday November 7 th.
• Text of post: 4 Billion as a goal,
umich launches its most
ambitious fundraising campaign.
Tomorrow's public kick off
campaign will be at Ingalls Mall
at 5pm. Come to join us, Free
food.
• RESULTS
• 40 Retweets
• 26,000 Impressions
*data via Weibo
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• Pre-show scroll of Tweets on arch
above Hill Auditorium
• Tweets were pre-prepped and
vetted ahead of time
• 53 Tweets, all using
#victorsformichigan
Twitter at the Event
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*data via Facebook
• Gained 377 Facebook Likes
Facebook Results
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*data via Topsy and Twitter Counter
• Gained 216 Twitter Followers (90 of them on 11/8)
Twitter Results
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*data via TweetReach Pro
• Reached 2.5M Twitter users
• 7M Impressions
Twitter Results
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*data via TweetReach Pro
Twitter Results
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Now What?
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Re-use Existing Content
• Post one image a day in hallway of office.
• Could have been collected into a book for President/committees
• Used as centerpieces for press conference announcing campaign goal
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Online Ambassador Program
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#VictorsValentine
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