What are we doing here? Strategy, Content, Data

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What are we doing here?

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Goals

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Strategy

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Content

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https://www.rei.com/h/trails

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https://www.udayton.edu/china_institute/http://160over90.com/latest/becoming-fluent-in-tomorrow/

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“Right now we’re doing a couple hundred videos a day,” he said. “We think we need to be doing 2,000 videos a day.” - Michael W. Ferro Jr.

http://www.nytimes.com/2016/07/11/business/media/as-online-video-surges-publishers-turn-to-automation.html?_r=0

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Audience

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5 Things Marketers Need to Know About Gen Z

1. 63% want marketing from real people2. Facebook wins3. They want to participate4. 79% is interested in VR5. You have 8 seconds

https://contently.com/strategist/2016/06/30/5-things-marketers-need-to-know-gen-z/

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Data

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.eduAdmissions funnel

Blog

Email

Twitter

YouTubeFlickr

Insta

Tumblr

LinkedIn

Groups

Google+

Facebook

Mail

application

attends

aware

Not aware

Gives info

Virtual tour

tours

yieldsAVD

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Things we think we know 1. Facebook Posts with more than 80 words get

2x the engagement2. Facebook doesn’t like pages. 3. Facebook rewards targetting. 4. Facebook rewards responding with pictures.5. Last month, 47 people took a virtual tour after

coming to Colgate.edu via Facebook. As we kick into the app season, that number should triple.

6. You need to be boosting your posts (and running ads)

7. Facebook video views are a vanity metric.

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Things we think we know

1.7 billion

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Continued

1.The top Tweet at Colgate in fiscal 2014/15 was a repost from Delicious.

2.#hashtags increase tweet impressions.3.Twitter engagement reflects the nature

of the platform.4.Twitter has a long tail.

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500 million

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ContinuedLinkedIn1. LinkedIn is more infuriating than Google’s current SERP 2. A LinkedIn profile with 100% completeness beats

RateMyProfessor.

And more3. Campaign URLS are hard to get people to adopt4. You should have a budget to support your social media

efforts.5. YouTube is a great place to post your videos.6. Snapchat is not a marketing tool.7. Instagram is not either. Unless you are advertising and then

maybe, a little bit.8. Asking questions like “how will we measure success?” gets

you invited to more meetings. 9. Our jobs are only going to get harder.

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Other stuff

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32K Alumni engagement

.edu

Email

Twitter

YouTube

Flickr

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LinkedIn

Groups

Magazine

Facebook

Mail

Socially engaged

Event attendance

Giving

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ResourcesMStonerhttp://www.mstoner.comhttp://clients.mstoner.com/DonorExperienceMap.pdfhttp://clients.mstoner.com/StorytellingForAdmissionsMap.pdf

edSocialMediahttp://www.edsocialmedia.com/

Contentlyhttps://contently.com/

ThinkwithGooglehttps://www.thinkwithgoogle.com

GatherContenthttps://gathercontent.com/

NiemanLabhttp://www.niemanlab.org/

Communities:Slack Channel - @jongabrielFacebook groupshttps://www.facebook.com/groups/UniversityVideo/https://www.facebook.com/groups/HigherEdSocial/UWEBD listserv:https://www.uakron.edu/webteam/university-web-developers.dotHashtags: #hesm, #hevid, #hemktng, #casesmc