Social Media Marketing Strategy

University Relations

Lena ShawSocial Media Marketing Manager

February 3rd, 2011

Agenda

• Review University Relations Mission & New Media Model

• Inform about UCSF’s University Relations’ social media strategy

• Discuss key marketing opportunities utilizing this strategy

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University Relations MissionStrengthen visibility and awareness of UCSF’s excellence in

patient care, discovery and education

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ExternalIncrease awareness – local, statewide, national, global – among key audiences to grow, strengthen bases of strategic support. Key audiences include:

• Donors, prospective donors• Elected, appointed government officials• Civic leaders(business, labor, community)• Prospective faculty, staff, students• Health care consumers• Scientific, health care professionals

InternalIncrease internal awareness to engage, inform faculty, staff, students

Purpose• Advancing health, science excellence and leadership• Supporting UCSF’s revenue sources (clinical, federal, state,

philanthropy, industry) • Marketing clinical services to health care consumers,

referring physicians• Informing, influencing, advancing relevant public policy• Building campus community• Developing, strengthening community partnerships

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Background: Traditional approach to media

New Media Model: Audience accesses information at many points

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Readership Trend Towards Online

• 34% go online daily for news

– Significantly higher among college grads at 53%

• Of those reading news online:

– 33% search for news via search engines at least 3 days/week

– 59% share online content– A New York Times story is

tweeted every 4 seconds

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)

Online usage rising sharply (orange line)

Audience Usage of News Sources

91 94 96 98 00 02 04 06 08 10 Pew Research Center, June 8-28, 2010

UCSF Social Media Presence (current)• Facebook

– Launched in September• 933 Fans• Referrals to UCSF.edu up sharply

– 88 unique monthly visits (August 2010) – 1,040 unique monthly visits (present)

– 22 distinct UCSF-affiliated Facebook pages• 2 major players: Medical Center (1,070 Fans) & UCSF

– Active Users, Daily New Visitors, Daily Post Views all trending up

• Twitter– Launched in July

• 1,597 Followers. Largest UCSF community on Twitter• Referrals to UCSF.edu up sharply after engaging online

– 48 unique monthly visits (August 2010) – 300 unique monthly visits (present)

– Spike in followers during Challenge for the Children– 25 distinct UCSF-affiliated Twitter pages

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Objectives of Social Media Strategy • Engage Audience(s) in UCSF stories: Ensure

key audiences are aware of the news that differentiates UCSF; encourage conversation around UCSF’s excellence in education, patient care and research.

• Leverage Challenge for the Children: Build upon our base of donors by expanding brand awareness within this new demographic.

• Promote UCSF Leadership: Engage key audiences in topics demonstrating UCSF’s excellence through UCSF senior leadership spokespeople.

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Our Approach

• Build the Base– Engage in meaningful and advantageous conversations creating an

experience of true participation in UCSF achievements. – Proactively increase community, particularly among key UCSF target

market segments using most appropriate tools.

• Execute Strategy per Objective– Execute per the plan to achieve outlined objectives.

• Measure Success– Determine the effectiveness of our Social Media marketing efforts by

monitoring and measuring results.

• Evaluate and Repurpose– Review analytics/results and make continual improvements to approach

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Engage Audiences in UCSF Stories

• Selectively share/report news stories that demonstrate excellence to engage influencers and thought leaders

– Establish a group of top influencers to reach out to monthly– Repurpose content to be relatable, accessible, digestible, easy to distribute– Establish relationships in community prior to requesting coverage– Collaborate with other institutions, groups, hospitals to promote

• Key Metrics:– Engagement: Google Analytics (visits & time on site)– Circulation: Tweets, Facebook shares, Story pick-up

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Ensure key audiences are aware of the news that differentiates UCSF; encourage conversation around UCSF’s excellence in

education, patient care and research.

Leverage Challenge for the Children

• Cultivate existing Challenge for the Children donors• Continue to build awareness around UCSF Benioff Children’s

Hospital & Mission Bay hospitals project– Build the story by sharing news and maintaining a conversation

• Look ahead in preparation for 2011 Challenge for the Children– Team debrief– Develop 2011 Challenge for the Children plan

• Be an innovator in social media, engaging new donor demographics

– Social media savvy – Silicon Valley tech entrepreneurs

• Key Metric:– Engagement: Cultivate long-term relationships with Challenge for

the Children donors

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Build upon our base of donors from Challenge for the Children by expanding brand awareness within this new demographic.

Promote UCSF Leadership

• Create a leadership presence to demonstrate how UCSF is “living its mission” with timely, relevant updates.

• Regularly communicate to, and get feedback from, the UCSF community, creating an active dialogue

• Align with Chancellor/UCSF’s priorities and objectives• Key focus for 2011:

– Sue Desmond-Hellmann– Mark Laret– Others to follow

• Key Metric:– Engagement: Community actively engaged with leadership

messages

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Engage key audiences in topics demonstrating UCSF’s excellence through UCSF senior leadership spokespeople.

Social Media: Ensuring Success

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Brand Excellence FilterDo these plans align/build with UCSF brand?

Integrated Tactical ApproachWhat is our complete Social Media presence?

Develop area plans to support objectives

Track, evaluate progress

Coordinate UCSF social media efforts

USCF Social Media PlansHow do each division’s plans support the area and UCSF objectives?

Case Study: Challenge for the Children

• Outcome: Surpassed every goal highlighted prior to launching the campaign

– Funds Raised: $1,050,300.00• Goal: $100,000

– Total Individual Donors: 166,019• Goal: 1,000 donors

– Reach:• UCSF.edu – Among top ten news stories, 1,495 unique visitors • Facebook – Approx. 155,000 Facebook users reached• Twitter – Approx. 9.6M Twitter users were reached• Causes – 3,000 new members to UCSF Causes.com page• Farmville Integration -- 80M active users worldwide• Press - Circulation 120M+ (all major news publications and social

media outlets)

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Challenge for the Children harnessed the power of social media by encouraging engagement and advocacy across

various social media channels.

Social Media Guidelines & Policies

• UCSF encourages and promotes community involvement in all online communications. 

• Guidelines & Policies are not meant to discourage participation in social media.

• Guidelines & Policies will allow for meaningful conversation and ongoing community participation to help enrich and impact more lives.

• Guidelines & Policy Review TBA

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Closing

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Are there any questions for University Relations?

If you’re interested in joining a social media committee for UCSF please see me following this presentation.

Thank You!

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Appendix

Background

• Since the debut of social networking in 2002, there has been a surge of individuals connecting online.

• Today Twitter attracts 190 million visitors, while a staggering 500 million active users flock to Facebook to connect.

• The way people share information is changing the way we communicate with our target audiences.

• UCSF’s institutional Social Media presence has grown significantly since it’s inception driving traffic and increasing community engagement:

– Facebook (September)• Fans: 933• Direct Traffic from Facebook: +1081% past 4 months

– Twitter (July)• Followers: 1597• Direct Traffic from Twitter: +525% past 4 months

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Social Media & Institutions

• In an updated analysis, Social Media and College Admissions: Higher-Ed Beats Business in Adoption of New Tools for Third Year, results show that a growing number of colleges and universities embrace social media, and understand its increasingly important role in today's world:

– In 2009, 87% of admissions departments use social networking

(i.e., Facebook)– 59% of schools have a Twitter account– 51% of schools have a blog in addition to using other social media– 91% of admissions departments feel that social media is important

for recruitment strategies– 73% of schools monitored the Internet for buzz, posts,

conversations and news about their institution

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Where do people find UCSF news?

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Broadcast; 1624; 7%

Magazine; 774; 3%

Newspa-per; 1608;

7%

Online; 17534; 76%

Other; 1446; 6%

Coverage by medium, July-Dec. 2009

UCSF University Relations Research

Outreach: Example Workflow

Example Story: Less Chemotherapy Works Well for Some Childhood Cancer

Send to Niche Audiences: • Parents of Children with Cancer• Adult survivors of childhood cancer• Curesearch – worlds largest childhood cancer research organization with a dynamic facebook

page (6K fans that would appreciate the study)

Create relatable content:• Patients Reactions provides a tangible experience [video]

Collaborate:• External children’s oncology groups with a social media presence• Boston Children’s Hospital and Seattle Children’s Hospital maintain active blogs

Contact Network:• Contact previously established network of social media/health bloggers. Proven that a tweet or

blog mention can go far

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