This is Mallory Wood's talk from the Web Conference at Penn State in June 2014.
Many of us are simply repurposing content verbatim on our site, Facebook, Twitter, LinkedIn, Tumblr, YouTube, and more. But, to succeed, we need to tailor the type and delivery of content to the platform for it to truly resonate with our followers. And we must integrate our content across online and offline channels. This session will explore successful brand voices tailored specifically for different social networks and showcase a number of case studies highlighting effective integrated marketing campaigns from admissions and advancement offices at institutions nationwide.
5. m
58% consider Twitter to be a successful
tool, up from 49% last year.
Instagram use jumped 15% in one year.
In their first year on the survey, Vimeo and
Vine are used by 16% and 9% respectively.
Top-Line Results:
Tuesday, June 10, 14
11. m
Integrated marketing is the
combination of marketing tactics
to help deliver one marketing
strategy and more quickly build
know, like, and trust.
What’s the definition?
@ducttape
Tuesday, June 10, 14
12. m
Intentionally blend online and
offline tools and
tactics around a single
marketing strategy.
What’s the approach?
@ducttape
Tuesday, June 10, 14
29. m
• 93 posts using hashtags across all platforms
• 792 visits to UChiLaw13 page
• 443 views of Storify recap
• 126 clicks on Spotify playlist
• 63 clicks on Tagboard link
• Weekly Total Reach on FB increased 88%
The Results:
Tuesday, June 10, 14
44. m
• Reach 90 percent of all
admitted students.
• Prompt 100 admitted
students to generate
content.
• Attract 150 new followers
Tuesday, June 10, 14
45. m
The Tools:
Visual, popular among
target audience, growing
Visual, popular among
target audience, growing
Tuesday, June 10, 14
53. m
• Reach 90 percent of all
admitted students.
✓Prompt 100 admitted
students to generate content.
✓Attract 150 new followers
on Tumblr and Instagram.
Tuesday, June 10, 14
59. m
• Insert added in direct mail pieces
• Phone-a-thon students added a
message about the campaign
• 63 online ambassadors helped
spread the word day-of
Spreading the Word:
Tuesday, June 10, 14
60. m
• 1,514 gifts from seven markets
• $529,000 raised in 27 hours
• 898 new donors
• Alumni giving participation rate
increased from 28% to 35%
The Results:
Tuesday, June 10, 14