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The Ohio State University Fisher College of Business reached a milestone in its social media strategy. The college is ready to begin the campaign to encourage and mobilize alumni to be engaged and participate in the conversation. Shaun Holloway presented to the alumni board on September 24, 2010 to rally support and excitement. http://www.srholloway.com
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Fisher College of Business and Social Media
fisher.osu.edu
Offices of Information Technology Services and External Relations
Alumni Board MeetingSeptember 24, 2010
Web marketing and participation in social media
1) Own website(s)2) External sites
Resource
Attract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Web Strategy Model
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
By: Shaun Holloway, 2008
Summer 2008
Summer 2010
Spring 2011
Fall 2011
Pyramidal Approach to Social Media
Presented based on level of risk required, continued involvement by the college, and the need to develop a tool so it can support the construction and
maintenance of a more complex tool.
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Create Facebook account
Utilize Podcasts
Actively Participate
By: Shaun Holloway, 2008
Purpose
Leverage existing and emerging technologies to • share intellectual contribution, • showcase the Fisher experience, • promote the brand, and • inspire conversation
that support the values and image of both Fisher and Ohio State.
Primary Benefits
• Connect and interact with target audiences
• Support student recruitment efforts• Support admitted and current students• Showcase faculty expertise
• Keeping a pulse on college’s activities to gauge marketability and reportability
Key Messages
• Tell the Fisher story!
• Preparing students for success
• Building best business practices
• World-class academic departments
• Action-based learning
• Turning ideas into business
“Content is King”
• Fisher’s website• Hub of engaging and impactful experiences
• Capturing and mining information• Repurposing content• Leveraging productions cross-channel• Preparation + content pipeline + monitoring
= sustainability
Social Media Landscape
View all of Fisher’s social media accounts
http://fisher.osu.edu/social-media
Photo-sharing Communities
• Use of Flickr• User-generated content and contribution• Broad distribution capability
• International Programs Office• Graduate Student Life• Executive MBA• Fisher website API
Video-sharing Communities
• Showcase faculty expertise• Showcase student life and events• Showcase programs and the campus
• YouTube as a primary channel and vehicle• Fisher’s YouTube channel• Playlists and Favorites• Hosted video series
Blogging
• Student-generated content• Inspire participation and conversation• Provide insight into Fisher experiences
• My Fisher Internship• My Fisher Grad Life• Executive MBA Insights• All blogs
Micro-Blogging
• Reach multiple audience types• Additional type of content tool for website• “What has my attention?”
• Fisher on Twitter• Career Management [ website ]• All Twitter accounts
Fisher on Facebook
• Awareness as a public institution• Connect the sustainable pipelines of content
• Feed photos, videos, blogs, and tweets• Feed website content
• Direct postings and discussion board
• Fisher’s Fan Page• Fisher MBA• International Programs
Active Participation
• Continue to feed and be involved• Sustain all marketing channels• Establish support processes
• Converse and promote in others’ “houses”• BusinessWeek’s Business Exchange• Forums, fan pages, and blogs
Moving Forward
• Create and manage campaigns within the networks and with the followers
• Promote Fisher’s offerings, perform outreach, and recruit virtually
• Become an expert resource and showcase intellectual contribution
What can alumni do?
• Get involved• Like, follow, join• Participate, comment, like, discuss
• Spread the word• Help increase fans and followers• Forward, re-tweet, etc. the content
Fisher College of Business and Social Media
fisher.osu.edu
Offices of Information Technology Services and External Relations
Alumni Board MeetingSeptember 24, 2010
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