Implementing A Social Media Marketing Program

Editor's Notes

• #3 Too often, social media marketing efforts start something like this. In our office, we heard it from the director of communication, whose daughter is in college and on Facebook, and from the VC, whose son makes video on YouTube. Chances are that somewhere in your administration, there are people who have heard about social media and think it’s a good idea to jump on the bandwagon.
• #4 The reality is that social media is immature and the promise more mythical than the results.
• #5 Better to look at your existing strategy and determine how social media tools might enhance your current programs.
• #6 Social media never ends: it’s a long-term committment If you’re entering a social environment, you can be sure you’ll be expected to engage in a 2-way conversation. People will also expect you to be authentic and human.
• #7 Peter Kim maintains a list of more than 1000 social media marketing examples (from the corporate world) - he did a visual analysis here. You can see that Blogs, social networks like facebook, microblogging like twitter, and sharing videos on youtube are in greatest use. Point out: PR - social releases; There will always be new tools, new technology, new social spaces - so how do you choose?
• #8 Spent some time researching best practices for choosing social media tools and came to the conclusion that there are no magic checklists that tell you which tool is right for you. Need to get to know some of the most common tools and determine which ones would be best to support your marketing goals. Video, for example, is great for generating emotions.
• #9 Facebook is useful for creating a network of supporters.
• #10 Blogs allow you to communicate in a thoughtful way and invite feedback.
• #11 Twitter lets you get the word out right now - and create a community of followers who have asked to receive your updates.
• #17 Gifts made from 9/10-9/15 3 new donors Several had made a gift in 08 Most from the last 5 years - one outlyer 5/8 repeat givers increased gifts
• #19 Quickly look at this case study - a well-funded professionally created campaign - as a way of getting ideas for what’s possible for getting the word out and increasing reach for future fundraising efforts.
• #20 Create interest with videos and celebs - if you don’t have will ferrell, could be done with notables from school or inspirational stories
• #21 Create urgency by putting a time limit on the program - 30 days to get the word out, raise funds. Web site is a home base for all information And a path to giving.
• #22 Note the ease of inviting people on FB. Get the word out.
• #23 Success measured in views, but also in reach - embedded blogs, news coverage, friend acceptance. Tried to contact DI about the giving results, but didn’t get an answer.
• #24 One-day campaign with 2 objectives - set world record for for the most social mentions in 24 hours and raise a penny per tweet, status update, or blog mention. Made site made buttons and badges available - and continues to be a fund-generating site for the featured cancer organizations.
• #27 From analysis of obama campaign
• #28 Plenty of free tools and guides to help you keep track of your brand online. Use google to create a home page of tools. Can’t listen to everything all the time, but before you jump into an social network - it’s worth checking out how people are talking, and how they are talking about you.
• #29 Cincinnati Bengals receiver has gotten into trouble for tweeting during games. Latest news is he’s launching his own social news network on twitter and will report out leaks from all NFL teams.
• #30 Scandals include companies paying for favorable reviews Backlash among twittering moms over a motrin.com that suggested that “babywearing,” while fashionable, was painful on the body. Mom’s revolted by tweeting and retweeting until it became - in one day - one of the highest tweeted issues online. You Tube video responses followed - and then calls for a boycott - in about 3 days. Within the week, Motrin had removed the ad from their website.
• #31 Interesting report I found that breaks down different approaches for measuring social media - if you’re struggling with this, I suggest taking a look at his paper Sample social media metrics framework Pillars of social media measurement Hard to collect sometimes
• #32 Analytics can tell you about traffic Hard to get significant user data from twitter, facebook. At Berkeley, we didn’t like the fact that with Facebook Causes, all donations might go through their third-party vendor. We’ve talked to them about an option that allows us to send traffic directly to our giving site, but we haven’t gotten very far on that, so we’re looking at creating a similar application that connects to our site. What are people’s experiences with collecting data on social media applications?
• #33 In an immature space like social media - you’ll learn a lot by trying different tactics We did a soft ask in a newsletter with a video and didn’t get the results we were hoping for - learned more about the best way to position an ask
• #34 235,000 using causes But fewer than 1 percent of those who have joined a cause have actually donated money through that application. Three had raised more than $100,000 88 had raised $10,000
• #35 Many big companies, and many of you out there, are creating positions in the organization dedicated to new media UCB development/marcom has one person full time on the alumni community (includes working with vendors and campus partners) and 3 others who pitch in resources on giving projects Spread out the cost on tools with campus partners - look at alumni base for new technology at a discount If someone’s being a jerk - a lot of attention gets drained toward dealing with the explosion If you’re a small school, get by with student help, what happens when students leave?
• #36 Beth extended that by including: Involvement Interaction Intimacy Influence