!"##"$%&'(%)*+*%,-./%0%,"12(3(14(%"1%5$6&&(3

7(8"19%!:4(;""<%=%5$6&&(3

!"##$%&'()&"%*+(%,+-./++01('2+*3"%*"1.,+/4++56$#%&+7(8%.)

.(>>6"1%':19"?&>%:3(%:@:6#:;#(%:&%

!!!"#$%&'(&")*+,#)-.&*&-#&,/*&%&-0$01)-%,A>(31:B(C%,-./0D:&&(19((%%E%F:>>$"39C%,'64:G"

!"##"$%&'(%)*+*%,-./%0%,"12(3(14(%"1%5$6&&(3H,-./DI6>&364&0J%A>(%&'(%K,-./0%':>'&:G%$'(1%8"?%&$((&L

5"9:8M>%>(>>6"1%(@:#?:&6"1>%$6##%;(%(NB:6#(9%&"%8"?J

Beyond Facebook& Twitter

Multi-Channel Social Campaigns

@usmichael.stoner@mstoner.com

@mStonerblogmStoner.com/mStonerblog.com

slideshare.net/mStoner+1.802.457.2889/m: +1.312.622.6930

hsullivan@nmhschool.orgdirector of communications

Northfield Mount Hermon Schoolnmhschool.org+1.617.990.6662

Definitions

social media

web-based tools used forsocial interaction:

blogs; Flickr; YouTube; Yelp;SCVNGR; Facebook

campaign

a focused effort to achievegoals using a variety of

channels appropriate to theresults sought.

true/falsemyth/reality

Everythingis connectedto everything

else.bit.ly/9uemQS

Youdon’t need a

website if youhave Facebook.

case studiescampaigns

case study

PBO

poweredbyorange.com

web website & blog

map Google Map w/PBO pins

other SM Twitter, Facebook, LinkedIn

merchandise PBO t-shirts & tschotskes

real world store signs, bus wraps, ads

personal meetings, displays,

channels

Our Impact

Leading the GreenRevolution: OSU is a recognizednational leader in teaching,research, service andmanagement practices enhancingsustainability and environmentalresponsibility. The university’sprogressive work in these areasare a major reason why Corvallisrepeatedly has been namedamong America’s top green,sustainable and livable cities,and why others in highereducation look to OSU'sauthentic, holistic approach as amodel for other campuses.

more on OSU's impact

ORANGE SPOTLIGHTDo you know a business that:Is owned by an OSU alumHas lots of OSU alumsworking thereSupports OSUDrives innovationSupports economic growthServes in the communityasdfasfasf

If you know a business that fitsthis description then please nominate them for the Orange Spotlight. Anhonor that will go to one business every month starting in April. At theend of august we will be giving away two OSU Football season tickets toone lucky person who has nominated a business.

PARTICIPATE87 students stopped by the MUto share their PBO stories onMarch 31. We know there arethousands more.

Share your story

Contact us with your comments, questions, and feedback

Powered by Orange v2.0Oregon State UniversityCorvallis, Oregon 97331-4501phone: 541-737-1000Copyright © 2010 Oregon State University | OSU Disclaimer

Search

ABOUT PBO

BLOG

ORANGE SPOTLIGHT

ALUMNI BUSINESSES

VIDEOS AND PHOTOS

GET ORANGE STUFF

BEAVER MARKETPLACE

MAP YOURSELF

OSU’S IMPACT

CAMPUS BANNERS

OSU ALUMNIASSOCIATION

From the PBO Blog

April 9, 2010OSU Press author Robin Codyreleases first book in 15 years

April 1, 2010Family Trees

March 31, 2010Share your Powered by Orangestory

Orchard View Farms chosen for this month's Orange Spotlight.

bit.ly/aSJZQZ+

case study

Northfield Mount Hermon

School

Foundations for Social Media Success ! A brand with differentiators: who are you, anyway?! A great website – a place to drive social media visitors to go and to act! Institutional buy-in/excitement! Resources! Focus and consistency (and a sense of fun)

NMH was lucky….in 2008, new website underway,

newly revised mission statement, emerging social media,

(which attracts people who LOVE social media).

NMH and Facebook

!Facebook is the 4th most likely path a visitor takes to get to our website;! it ranks 2nd for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156

NMH and Facebook

 !Facebook is the fourth most likely path a visitor takes to get to our website; it ranks second for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156!Interactions per a post frequently top 30; 83 interactions is the highest!Most crucial NMH use of Facebook to date: using it as central to the communications plan for sale of one of school’s two campuses (see next slide)

NMH and Facebook

!Facebook is the fouthy most likely path a visitor takes to get to our website; it ranks second for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156!Interactions per a post frequently top 30; 83 interactions is the highest!Most crucial use of Facebook to date: using it as central to the communications plan regarding sale of one of school’s two campuses (see next slide)

NMH and Blogs

! Installed multiuser WordPress platform as part of web redesign! Grew from two active institutional blogs to more than 30 blogs! Developed blog roll and standards for development, implementation, maintenance/oversight

NMH and Facebook

!Facebook is the 4th most likely path a visitor takes to get to our website;! it ranks 2nd for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156

NMH and Facebook

!Facebook is the 4th most likely path a visitor takes to get to our website;! it ranks 2nd for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156

NMH and Other Social Media

 !Flickr !Twitter (multiple feeds)

! Youtube/Vimeo

NMH and Other Social Media

!Flickr !Twitter! Youtube/Vimeo

NMH and Other Social Media

!Flickr !Twitter! Youtube/Vimeo

NMH and Other Social Media

!Flickr !Twitter! Youtube/Vimeo

NMH and Facebook

!Facebook is the 4th most likely path a visitor takes to get to our website;! it ranks 2nd for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156

NMH and Facebook

!Facebook is the 4th most likely path a visitor takes to get to our website;! it ranks 2nd for referral sites (behind only our academic intranet)!Facebook fans: 4,823!Facebook monthly active users: 2,156

NMH and Social Media:

 !Immediacy

Social media is direct-to-consumer in a 24-hour news cycle formatConsumers/visitors/followers/fans can use the information to respond or create their own content

!Transparency and honesty!Respect for user intelligence and preferences!Not pitching explicitly, but conversing!Remember the rule of thirds:

1/3 is about NMH1/3 is about sharing articles and ideas1/3 is conversation

What Else? !Resources and scope of efforts!Oversight and planning!Guidelines!Metrics and understanding and communicating your goals!Thoughts on “the next big thing” or “shiny new toy” syndrome v. creative destruction! NMH currently exploring posterous; diaspora;now implementing cotweet!Remember the “why” and how it integrates with other efforts:o" telling good, authentic stories"o" building relationships through engagement and, ultimately, o" steering people toward action

Thank You!

NMH’s social media initiatives are led by members of the NMH communications team: Heather Sullivan, director; Sharon Lindale, assistant director; Rachael Hanley, social media manager; Jessica Lindsey, video production coordinator; Jennifer Sutton, writer and content editor. Our social media presence is a work in progress. We hope our case study is helpful to you.

The NMH website, nmhschool.org, was redesigned in 2009 in partnership with mStoner. The site and its social media aggregator page, NMHbook.org, won kudos from CASE in the 2010 Circle of Excellence awards program.

best practices

best practices

multiple channelsmultiple sources of content

sense of humorplanned evolution

resultsphone callsreal world

SM success/1

specific goalsmore planning, less spontaneous

institutional buy-in & supportcontrol of SM content & staff w/in

dept.in-house expertise

[bit.ly/c1CQvC]

SM success/2

go beyond Facebook, use multiple channels

target multiple audiencesmultiple measures of successmore likely to have policies

[bit.ly/c1CQvC]

case studies

College of William & Mary: bit.ly/9li6EU

Northfield Mount Hermon: budurl.com/pw89

Flight of the Flyers: budurl/xmcz

PBO: budurl.com/f5n6

Emory University Blue Pig: budurl.com/8bzy

Worcester Academy, WAMash: budurl.com/9e9f

social mediawhite paper

http://db.tt/p0SvcsA

photo credit: psd on flickr