High school seniors are often willing to shift their social media use to a platform that suits them best. And to capture their attention, colleges and universities best be willing to shift with them. In this webinar, we'll tackle the key components of a successful social media campaign at Fordham University, #Fordham4Me. This campaign specifically targeted admitted students, aimed at influencing yield. And it relied less on the social stalwarts Facebook and Twitter, and more on the popular programs Instagram and Tumblr. We'll tackle strategy, tactics, and how they measured success in a campaign aimed at influencing yield among the admitted student class. Learn more about mStoner: http:/www./mstoner.com Connect with other higher education professionals: http://www.EDUniverse.org

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#Fordham4Me
Social Media Basics

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Patrick Powers
Project Manager
@patrickjpowers
Donna Lehmann
Director of Online Communications
@donnajl

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#mStonerNow

4. What we’ll cover:
• Planning
• Set Up
• Communications
• Execution
• Measurement
• Lessons Learned m

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Our Questions:
Is social media the answer?
What makes a good social media
campaign?
How do you “plan” for spontaneity?

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Plan
Set Up
Communicate
Execute
Measure
The Approach:

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Brainstorm Strategies Objectives KPI

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Background

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What is the challenge
we are trying to
meet?

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The Goal:
Influence yield of admitted
undergraduate students
planning to enroll in Fall 2014.

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Who is our
audience?

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The Audience:
Active social media users.
17-19-year-olds.
Admitted.

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The Inspiration:

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The Strategy:
Leverage popular platforms
to generate excitement
about choosing Fordham.

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• Reach 90 percent of all
admitted students.
• Prompt 100 admitted
students to generate content.
• Attract 150 new followers on
Tumblr and Instagram.

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The Tactics:
Visual, popular among
target audience, growing
Visual, popular among
target audience, growing

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Brainstorm Strategies Objectives KPI
Platform Setup Design Research

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The Social Media Landscape:
33K likes; heavy on news
8,600 followers; heavy on news
378 followers; campus beauty
No Presence

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in
Content Production Recruitment

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Plan
Set Up
Communicate
Execute
Measure
The Approach:
Brainstorm Strategies Objectives KPI
Platform Setup Design Research
On-Campus Buy-in
Content Production Recruitment
Tracking Listening Reporting

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The Results
(to date)

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The Results:
58% Open Rate
3.2% Click Rate
3 Emails

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The Results:
3,200+ Pageviews
900+ Visitors
63 New Followers
21 On-Page Likes

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The Results:
6,238 Public Likes
511 Public Comments
282 Total Posts
180 Public Participants
99 Unique Participants

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• Reach 90 percent of all
admitted students.
✓Prompt 100 admitted
students to generate content.
✓Attract 150 new followers
on Tumblr and Instagram.

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What did we
learn?

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Students show
what they want their
audience to see.

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Social content
never stays in the
same silo.

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Expectations need
to be managed.

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The future needs to
be a part of your
plan.

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Questions for us?

40. Thank you!
Donna Lehmann
Director of Online Communications
dlehmann1@fordham.edu
212.636.7209
@donnajl
Patrick Powers
Project Manager
patrick.powers@mstoner.com
314.282.3982
@patrickjpowers
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