People are (S)Talking: How to Get Users to Participate, Not Just Spectate - BDI 11/19 Social Media Marketing Forum for Educational Institutions

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Presentation: People are (S)Talking: How to Get Users to Participate, Not Just Spectate Presented by: Donna Talarico-Beerman, Director of Integrated Communications, Elizabethtown College Donna Talarico-Beerman has been helping tell the Elizabethtown College story since 2010. Her past experiences in radio, newspapers, eCommerce and education thrive together in happy harmony at E-town, where she is director, integrated communications. She manages the College’s official social media channels and is editor of Elizabethtown magazine and the online newsroom E-town NOW. She also collaborates with the rest of the award-winning marketing and communications team on marketing planning, media relations, copywriting and multimedia story-telling for a variety of projects. http://www.bdionline.com/

Business

@donnatalarico | talaricod@etown.edu
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You have a following.
Now what?

@donnatalarico | talaricod@etown.edu
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But speaking of stalkers, first, a
CONFESSION

@donnatalarico | talaricod@etown.edu
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An @mention is the new radio shout out.

@donnatalarico | talaricod@etown.edu
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82% of accepted students want to interact.
-College in a Social Media Age, 2013 (Chronicle of Higher ed)

@donnatalarico | talaricod@etown.edu
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ACCEPT

@donnatalarico | talaricod@etown.edu
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http://storify.com/EtownCollege/accepted
#etown2017

IF THIS DOESN’T GIVE YOU THE WARM & FUZZIES…
@donnatalarico | talaricod@etown.edu
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#etown2017

@donnatalarico | talaricod@etown.edu
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WELCOME

@donnatalarico | talaricod@etown.edu
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#etownmovein

@donnatalarico | talaricod@etown.edu
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Storify: http://bit.ly/PM0vqM
#etownmovein

@donnatalarico | talaricod@etown.edu
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TAG
Literally.

@donnatalarico | talaricod@etown.edu
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Storify: http://bit.ly/1aJ70DW

@donnatalarico | talaricod@etown.edu
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ASK
And you shall receive.

LOVE
http://on.fb.me/NBVDXJ
@donnatalarico | talaricod@etown.edu
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BLOOM
@donnatalarico | talaricod@etown.edu
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#etownspring

CHALLENGE
@donnatalarico | talaricod@etown.edu
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PHOTO CHALLENGE SUCCESS
Students asked for it again so we did a Photo Fun in Feb. in ‘13
Double participation and entries from fall ‘12
1212 photos tagged
93 participants
Lots of personality!
@donnatalarico | talaricod@etown.edu
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http://bit.ly/13vnC44

RECURRING FEATURES
‘Scene’ on Campus
Throwback Thursday
@donnatalarico | talaricod@etown.edu
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@donnatalarico | talaricod@etown.edu
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CELEBRATE
In real time.

#ETOWN2013
About 300 uses of #etown2013
193 mentions
Promoted hashtag:
•Facebook cover photo
•Twitter updates
•Facebook posts
•College website
•Live stream page
•In printed program
•Posters around campus
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@donnatalarico | talaricod@etown.edu
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Storify: http://bit.ly/ZyYasN

@donnatalarico | talaricod@etown.edu
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We
did
that
We did that!

@donnatalarico | talaricod@etown.edu
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REMEMBER

@donnatalarico | talaricod@etown.edu
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EMPOWER
internal users

SHARE KNOWLEDGE & EMPOWER USERS
Guide to Social Media
CMS training
Content workshops
Employee orientation
Cues and reminders before campus events
Find allies and ambassadors
@donnatalarico | talaricod@etown.edu
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MAKE IT EASY TO PARTICIPATE
SHARING TOOLS
Social media
Built-in CMS features
Websites
Internal communication
Word of mouth
CALLS TO ACTION
Ask a question
Ask for content
Encourage an action
•Like
•Share
•Comment
Hashtag Promotion
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RESULTS

SOCIAL AUDIENCE IS LOYAL, GROWING
SOCIAL MEDIA FOLLOWING
1300+ Facebook likes
747+ Twitter followers (nearly double)
Average post reaches 1.9k people; 26, on average, interact
53% conversation; 49% updates –a good balance
WEB ENGAGEMENT
Average time on site – 6:17 –126% increase from last year
20% increase in repeat visitors from Facebook; 358% from Twitter
Mobile traffic from Facebook up 256%
Twitter referrals up 381%
@donnatalarico | talaricod@etown.edu
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SHARE.
TALARICOD@ETOWN.EDU
@DONNATALARICO
@donnatalarico | talaricod@etown.edu
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