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Social Media and Educational
        Advancement
    Engagement and Strategy
     CASE Asia-Pacific Master Class
          22 February, 2013
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
High-level Trends in Advancement
High-level trends in Advancement
• Realization that social media is here to stay
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
32%
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
• Realization that social media is here to stay
• We’re beginning to hire dedicated staff
• We’re adopting a more experimental mindset
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
•   Realization that social media is here to stay
•   We’re beginning to hire dedicated staff
•   We’re adopting a more experimental mindset
•   We’re measuring our efforts
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
•   Realization that social media is here to stay
•   We’re beginning to hire dedicated staff
•   We’re adopting a more experimental mindset
•   We’re measuring our efforts
•   We feel good about our efforts
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
• Most hires are entry-level
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in
  Communications
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in
  Communications
• Experimentation isn’t always disciplined
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in
  Communications
• Experimentation isn’t always disciplined
• Efforts to centralize/develop policies/best
  practices can have unintended consequences
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
High-level trends in Advancement
• Most hires are entry-level
• New hires are disproportionately in
  Communications
• Experimentation isn’t always disciplined
• Efforts to develop policies/best practices can
  have unintended consequences
• In general, still having trouble giving up
  control and focusing on user
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
What Does an Effective Social Media
       Strategy Look Like?
Social media and educational advancement   engagement and strategy
Institutional Objective



Unit Objective


Social Media Strategy
Social media and educational advancement   engagement and strategy
Drake’s goals
• Introduce prospective students to the
  university and the bustling capital city that
  Drake University calls home.
• Keep alumni emotionally connected with
  places and spaces where they spent so many
  of their formative years.
• Be “intentionally stylish and focused on
  visuals”.
Drake’s rationale
• Designed for visual panache
• Easy to update and promotes social sharing
• More self-contained and customizable than
  other social platforms
• Section of target audience is already on
  Tumblr
• Easy to add widgets
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
AA&D Strategic Plan
“ In response to our society’s rapidly changing
communications and networking
environments, leverage increased
opportunities for the strategic use of digital
communications and social media. “
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
FY12 impact



19,562 unique viewers from 102 countries
Social media and educational advancement   engagement and strategy
Developing a Winning Content
          Strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Facebook
Facebook
Facebook
Facebook
Facebook
YouTube
YouTube
YouTube
LinkedIn
Gamification
Gamification
Using Social Media to Enhance Events
Before



#hashtag
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
During
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
After
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Storify
Storify
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
The Future: Where Do We Go from
             Here?
Trend 1: It’s a mobile, mobile world
Social media and educational advancement   engagement and strategy
Smartphone ownership
Social media and educational advancement   engagement and strategy
Trend 2: Fragmentation
 2010             2013
Social media and educational advancement   engagement and strategy
Trend 3: Social TV
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Trend 4: Crowdfunding
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Trend 5: Data Mining
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
Social media and educational advancement   engagement and strategy
25%
Keep in touch!
andrew.gossen@cornell.edu
Twitter: @agossen
LinkedIn: www.linkedin.com/in/andrewgossen

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