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How One Tweet Changed a
               University
Hello…!
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results
Annie Freeman
akfreeman@gardner-webb.edu



              Kristen Setzer
  ksetzer@gardner-webb.edu



               Rhea Friesen
  Rhea.friesen@twgplus.com
Links to Presentation
✚Note about Research report
✚www.facebook.com/futuredawgs
✚www.twitter.com/futuredawgs
✚www.youtube.com/gardnerwebb1905
We are here...
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results
GWU Secret Show
How we did it
✚Planning
✚Goals
✚Strategy
✚Tactics
✚Audience
Planning   8
           6
Goals
Objective     9
              7
Strategy
Strategy       10
                8
Tactics
Tactics        11
                9
Audience
Audience     10
             12
We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results
10
      Steps that
      created
      success
      with
#gwusecretshow
#1 Realize it’s not
It’s not magic          13
                        15

          magic.
#2 Find trends
Don’t fight it.   14
                  16
#3 Become an
Advocates          15
                   17
       advocate
#4 Establish baseline
Advocates                15
                         18
          goals
#5 Educate internal
Educate
    organizations
                       16
                       19
#6 Create a core group
     of students
#7 Create a cause
Make it meaningful    18
                      21
MakeEnlist local
 #8 it local       leaders   19
                             22
#9 Involve community
Involve the community   20
                        23
#10 Monitor and
Ripple effect         21
                      24
          respond
We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results
Marketing Budget?




                    0
We are here…
✚The Story
✚How we did it.
✚Lessons learned.
✚Resources
✚Results
5   Impacts
    of the
#gwusecretshow
#1
NEEDTOBREATHE performed
on GWU’s campus on 4/28/12!
133,582 Followers
  270,000 Fans
64,700 Followers
  73,434 Fans
7,670 Followers
   1,245 Fans
GWU Secret Show
8 full
     scholarships




#2
     fulfilled for
     Project Rescue!
#3
     Overcoming
     challenges on
     campus.
Recruitment of students by
students.


#4
#5
     Metrics rock!
Ticket Sale Campaign
        Reach
        2,931
GWU Secret Show
We are here…
✚The Story
✚How we did it
✚10 Steps
✚Resources
✚Social Media Maturity
✚Results
Where are we going?
  Ad hoc             Engaged          Structured                 Managed                   Optimized

 - No Management
 - No budget
 - No structure
 - No resources       - Executive
 - Experimentation    awareness
                      - Some management
                      engagement
                      - Pilot programs
                      - Part time resources
                                        - Dedicated budget
                                        - Management responsibility
                                        - Formal campaigns
                                        - Formal Roles
                                        - Formal Metrics         - Executive sponsorship
                                                                 - Daily Management
                                                                 - Program office
                                                                 - Professional staff
                                                                 - Well defined roles
                                                                 - Requirements driven




From Dachis Group and CMMI
Developing Internal Structure and Support
From         To           Do

Ad hoc       Engaged      Top-down champion
                          Make guidelines
                          Select free tool
                          Monitor*
                          Select trial group
                          Objectives


Engaged      Structured   Create a budget
                          Select a manager
                          Develop formal roles
                          Measure targets
                          Active campaigns


Structured   Managed      Report to management
                          Dedicate daily management
                          Dedicate staff
                          Coordinate departments


Managed      Optimized    Center of excellence
                          Multi-channel campaigns
                          Decide by data
✚Top down support
✚Guidelines
✚Objectives first
✚Start!
Attribution
        ✚   plan http://www.flickr.com/photos/gcapron
        ✚   objective http://www.flickr.com/photos/ekkebus/
        ✚   strategy http://www.flickr.com/photos/birgerking/
        ✚   tactics http://www.flickr.com/photos/cogdog
        ✚   audience
            http://www.flickr.com/photos/sreejithk2000/
        ✚    how it happened
            http://www.flickr.com/photos/umjanedoan/
        ✚    magic http://www.flickr.com/photos/battlecreekcvb/
        ✚    fight http://www.flickr.com/photos/horiavarlan
        ✚   educate http://www.flickr.com/photos/orionpozo
        ✚   meaningful http://www.flickr.com/photos/thenovys/
        ✚   ripple http://www.flickr.com/photos/joka2000/
        ✚   Look for Trends
            http://www.flickr.com/photos/haiko/154105063/sizes/m/in/

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GWU Secret Show