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Campa igns :
    Now t hat
  TWITTE R &
   FACEBO OK
a re n ’t enough !
@me
michael.stoner@mstoner.com
       @mStonerblog
     mStonerblog.com
  slideshare.net/mStoner
      +1.802.457.2889
     m: +1.312.622.6930
Owning a
    spatula
doesn’t make you
     a chef.
    thanks to @tsand
Everything
 is connected
to everything
      else.
CAS E STUDY
    Obama
fo r Ameri ca
the numbers
   profiles              >2,000,000 online profiles

    email         >13,000,000 on list; >1,000,000,000 emails

   website            8,500,000 visitors/month at peak

                      presences on 16 social networks
social networks
                            >5,000,000 friends

                           > 1,800 “official” videos
   YouTube
                       442,000 user-generated videos
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
results
  donors      3,000,000; contributed >6,500,000 times

volunteers            35,000 volunteer groups

  events              >200,000 offline events

Facebook      >2,000,000 friends/>50% worked for OBA

 YouTube           advertising buy = $47,000,000

phone calls    >3,000,000 personal calls in last 4 days

  events        35,000 groups held >200,000 events
W HAT
    lessons
ca n we l ea r n
 f ro m OBA?
 resource : budurl.com/zj4v
staff!
         budget
      integration
         culture
Obama personal brand
 losing control was OK
  findability and SEO
online + offline = WOW!
CASE STUDY
    OSU:
  Powered
 by Ora nge
resource : poweredbyorange.com
channels
   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,
Social Media Campaigns
Search


                                                                                                                  ABOUT PBO

                                                                                                                  BLOG

                                                                                                                  ORANGE SPOTLIGHT

                                                                                                                  ALUMNI BUSINESSES

                                                                                                                  VIDEOS AND PHOTOS

                                                                                                                  GET ORANGE STUFF

                                                                                                                  BEAVER MARKETPLACE

PARTICIPATE                           Orchard View Farms                                                          MAP YOURSELF
87 students stopped by the MU         chosen for this month's Orange Spotlight.
to share their PBO stories on                                                                                     OSU’S IMPACT
March 31. We know there are
thousands more.                                                                                                   CAMPUS BANNERS
                   Share your story
                                                                                                                  OSU ALUMNI
                                                                                                                  ASSOCIATION

    Our Impact
                                      ORANGE SPOTLIGHT
Leading the Green                     Do you know a business that:                                                   From the PBO Blog
Revolution: OSU is a recognized
national leader in teaching,          Is owned by an OSU alum                                                    April 9, 2010
research, service and                 Has lots of OSU alums                                                      OSU Press author Robin Cody
management practices enhancing        working there                                                              releases first book in 15 years
sustainability and environmental
responsibility. The university’s      Supports OSU                                                               April 1, 2010
progressive work in these areas       Drives innovation                                                          Family Trees
are a major reason why Corvallis
repeatedly has been named             Supports economic growth                                                   March 31, 2010
among America’s top green,            Serves in the community                                                    Share your Powered by Orange
sustainable and livable cities,                                                                                  story
and why others in higher              asdfasfasf
education look to OSU's
                                      If you know a business that fits
authentic, holistic approach as a
                                      this description then please nominate them for the Orange Spotlight. An
model for other campuses.
                                      honor that will go to one business every month starting in April. At the
           more on OSU's impact       end of august we will be giving away two OSU Football season tickets to
                                      one lucky person who has nominated a business.




                                      Contact us with your comments, questions, and feedback

                                      Powered by Orange v2.0
                                      Oregon State University
                                      Corvallis, Oregon 97331-4501
                                      phone: 541-737-1000
                                      Copyright © 2010 Oregon State University | OSU Disclaimer
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
impact on the economy, environment
I make a positive
and   community. I turn OSU’s enduring purpose into
action. I am...
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
results
    >27,000 distinctive participants
On 21 September, 22% of visits from PDX
Facebook: 3,137; LinkedIn: 2,800; Twitter:
                   460
   Other units taking up PBO theme
CASE STUDY
 NMHBook


 resource : NHMSchool.org
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                                                                                                                                                   NMH Basketball 06-07
Athlete of the Week                                                                              0 ratings                                         DakiddBM - 6,612 views
From: nmhschool | November 10, 2009 | 19 views
Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all-
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                                                                                  Every week, NMH honors athletes who are killin' it - crazy goals, great save, or
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Channel Views:                                   2,017                            At Northfield Mount Hermon, teachers have ambitions... for students and their
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John H. Wilson                                                                                                             New book — Asylum: inside
November 11, 2009 8:33am                                                                                                   the closed world of state
                                                                                                                           mental hospitals
Congratulations on the launch of
                                                                                                                           Wednesday, November 11, 2009 -
the Facebook site. Loved the
                                                                                                                           09:30
photos, especially since I was
just there. Would have liked a                                                                                             ...
closeup of Boulger
                                                                                                                           Who is Patricia O’Brien?
Vinh Vinny Nguyen                                                                                                          Wednesday, November 11, 2009 -
November 11, 2009 10:51am                                                                                                  08:49

Hi, I am Vinny, I attended NMH                                                                                             Patricia O'brien sitting at her
in 94 and my sister in 96 97. I                                                                                            desk in Schauffler Library.
have one BIG question that I am                                                                                            Patricia O’...
dying to know: which campus is
now closed? I know now it's MH                                                                                             This Week in NMH History
campus, but I don't remember                                                                                               2009-10 #11
what the name of my campus,                                                                                                Wednesday, November 11, 2009 -
but my campus had West Gould                                                                                               08:28
dorm and a stone gray church.
There was a girl campus name                                                                                               30 Years Ago from The Bridge,
Marquee or so. can someone                                                                                                 vol. 11, no. 6; p. 2 (November
answer my question please, I                                                                                               14, 1979) You Can...
need to know.
                                                                                                                                                     more
Northfield Mount Hermon
School                                                                                                              Next
                                                                                                                           NMH ON
November 10, 2009 9:16pm
                                                                                                                           @boardingschools NMH has
We relaunched our website                                                                                                  launched the brand new website!
today. We are a little biased            NMH ON                                                                            Check it out at
(and very modest). We think it's                                                                                           www.nmhschool.org #school —
pretty cool.                                                    Athlete of the Week                                        about 1 day 1 hour ago
                                                                                                                           from web
                                                                19 hours 11 min ago
Northfield Mount Hermon                                                                                                    Reply | View Tweet
School
November 8, 2009 2:25pm
                                                                                                                           @boardingschools 11 NMHers in
The NYT ran a story on prep                                                                                                the class of 2010 have earned a
schools like NMH and what the                                   NMH: Academic Intelligence                                 perfect 800 on their SAT Math
economic downturn means for                                     1 week 5 days ago                                          Sections this year! #schools —
financial aid. (We are giving                                                                                              about 1 day 3 hours ago
more than $7 million in aid to                                                                                             from web
families this year.) The bottom                                                                                            Reply | View Tweet
line: It's a good time to support
your favorite school.                                           NMH Dance-off, October 2009
                                                                                                                           @boardingschools check out all
                           More                                 1 week 5 days ago                                          of our @flickr photos from the
                                                                                                                           weekend's incredible dance
                                                                                                                           performances!
                                                                                                                           http://bit.ly/Dk2cF #goodtimes
                                                                                                                           — about 2 days 5 hours ago
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                                Employment Opportunities | Directory                   Northfield Mount Hermon
                           © 2009 Northfield Mount Hermon Privacy Policies             One Lamplighter Way | Mount Hermon, MA 01354
                                                                                       Tel 413.498.3000 | info@nmhschool.org
CASE STUDY
  Emory U
The Blu e Pi g

 resource : budurl.com/8bzy
Social Media Campaigns
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Social Media Campaigns
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CASE STUDY
 Worcester
  Academy
 WAMash
 resource : budurl.com/9e9f
Social Media Campaigns
CASE STUDY
    W&M
Masco t Search
channels
  email       e-newletters, digests, email from prez

              alumni magazine, newsletters, student
periodicals
                          newspaper
   web        WM.edu, Alumni Assn, Tribe Athletics

Facebook                 former mascot

 YouTube                 W&M channel

  blogs            mascot choice/old mascot
Social Media Campaigns
Social Media Campaigns
Social Media Campaigns
results
   839 mascot suggestions/90 days
     11,183 survey completions/4 wks
3,345 view of mascot search YouTube vid
 16,913 unique visits of finalist unveiling
    earned media= Daily Show, WaPo,
       ESPN, USA Today, CHE, etc.
URLs
   blog: wmmascot.blogs.wm.edu
     Facebook: bit.ly/8YnyHl
       Twitter: @WMMascot
YouTube: www.youtube.com/wmmascot
        Flickr: bit.ly/cYVYk3
     Daily Show: bit.ly/b3kk3D
B e st P racti ces
multiple channels
multiple sources of content
      sense of humor
    planned evolution
           results
        phone calls
         real world
Case Studies
 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
photo credit: psd on flickr

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Social Media Campaigns

  • 1. Campa igns : Now t hat TWITTE R & FACEBO OK a re n ’t enough !
  • 2. @me michael.stoner@mstoner.com @mStonerblog mStonerblog.com slideshare.net/mStoner +1.802.457.2889 m: +1.312.622.6930
  • 3. Owning a spatula doesn’t make you a chef. thanks to @tsand
  • 4. Everything is connected to everything else.
  • 5. CAS E STUDY Obama fo r Ameri ca
  • 6. the numbers profiles >2,000,000 online profiles email >13,000,000 on list; >1,000,000,000 emails website 8,500,000 visitors/month at peak presences on 16 social networks social networks >5,000,000 friends > 1,800 “official” videos YouTube 442,000 user-generated videos
  • 14. results donors 3,000,000; contributed >6,500,000 times volunteers 35,000 volunteer groups events >200,000 offline events Facebook >2,000,000 friends/>50% worked for OBA YouTube advertising buy = $47,000,000 phone calls >3,000,000 personal calls in last 4 days events 35,000 groups held >200,000 events
  • 15. W HAT lessons ca n we l ea r n f ro m OBA? resource : budurl.com/zj4v
  • 16. staff! budget integration culture Obama personal brand losing control was OK findability and SEO online + offline = WOW!
  • 17. CASE STUDY OSU: Powered by Ora nge resource : poweredbyorange.com
  • 18. channels 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,
  • 20. Search ABOUT PBO BLOG ORANGE SPOTLIGHT ALUMNI BUSINESSES VIDEOS AND PHOTOS GET ORANGE STUFF BEAVER MARKETPLACE PARTICIPATE Orchard View Farms MAP YOURSELF 87 students stopped by the MU chosen for this month's Orange Spotlight. to share their PBO stories on OSU’S IMPACT March 31. We know there are thousands more. CAMPUS BANNERS Share your story OSU ALUMNI ASSOCIATION Our Impact ORANGE SPOTLIGHT Leading the Green Do you know a business that: From the PBO Blog Revolution: OSU is a recognized national leader in teaching, Is owned by an OSU alum April 9, 2010 research, service and Has lots of OSU alums OSU Press author Robin Cody management practices enhancing working there releases first book in 15 years sustainability and environmental responsibility. The university’s Supports OSU April 1, 2010 progressive work in these areas Drives innovation Family Trees are a major reason why Corvallis repeatedly has been named Supports economic growth March 31, 2010 among America’s top green, Serves in the community Share your Powered by Orange sustainable and livable cities, story and why others in higher asdfasfasf education look to OSU's If you know a business that fits authentic, holistic approach as a this description then please nominate them for the Orange Spotlight. An model for other campuses. honor that will go to one business every month starting in April. At the more on OSU's impact end of august we will be giving away two OSU Football season tickets to one lucky person who has nominated a business. Contact us with your comments, questions, and feedback Powered by Orange v2.0 Oregon State University Corvallis, Oregon 97331-4501 phone: 541-737-1000 Copyright © 2010 Oregon State University | OSU Disclaimer
  • 24. impact on the economy, environment I make a positive and community. I turn OSU’s enduring purpose into action. I am...
  • 28. results >27,000 distinctive participants On 21 September, 22% of visits from PDX Facebook: 3,137; LinkedIn: 2,800; Twitter: 460 Other units taking up PBO theme
  • 29. CASE STUDY NMHBook resource : NHMSchool.org
  • 33. Search Create Account or Sign In Home Videos Channels Shows Subscriptions History Upload nmhschool nmhschool's Channel Subscribe All Uploads Favorites Playlists Uploads (24) Athlete of the Week 19 views - 1 day ago NMH: Academic Intelligence 55 views - 1 week ago NMH Dance-off, October 2009 153 views - 1 week ago see all Favorites (5) Northfield Mount Hermon School Varsity Field Hockey 2008 mace213 - 667 views NMH SS activities announcement dbkhoa - 305 views Info Comments Favorite Share Playlists Flag NMH Basketball 06-07 Athlete of the Week 0 ratings DakiddBM - 6,612 views From: nmhschool | November 10, 2009 | 19 views Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all- see all school meeting, this little vid introduced the announcement. View comments, related videos, and more nmhschool Recent Activity Subscribe nmhschool uploaded a new video (1 day ago) Add as Friend | Athlete of the Week Block User | Send Message Every week, NMH honors athletes who are killin' it - crazy goals, great save, or abundance of team spirit. This week at all-school meeting, this li... more nmhschool uploaded a new video (1 week ago) Profile NMH: Academic Intelligence Channel Views: 2,017 At Northfield Mount Hermon, teachers have ambitions... for students and their achievements in the classroom. Age: 34 Joined: July 17, 2008 nmhschool uploaded a new video (1 week ago) Last Sign In: 1 day ago NMH Dance-off, October 2009 NMH students hold intramurals of all kinds. One of the wackiest (and most competitive Videos Watched: 154 and creative) in the interdorm dance competition. Subscribers: 15 nmhschool uploaded a new video (3 weeks ago) Northfield Mount Hermon School YouTube channel NMH: Direct Yourself Country: United States Hear from a Northfield Mount Hermon student about the opportunities to direct your own experiences at NMH, whether it's an art project, your academ... more nmhschool uploaded a new video (1 month ago) Subscriptions (2) NMH: Learning And Diversity Hear from Northfield Mount Hermon students and a teacher on how different points of view lead to different kinds of conversations. mace213 mace213 Subscribers (15) mstonerinc hermanhj xalwayzbo... sporter59 EddieH467 dannylau328 Grainne01 see all Channel Comments (1) musicgirl902 (3 months ago) Go NMH!!! Add Comment
  • 34. Current Students Apply Alumni Calendar Parents Contact Us Faculty & Staff Visit NMH Search Email Print NMH ON NMH ON NMH BLOGS John H. Wilson New book — Asylum: inside November 11, 2009 8:33am the closed world of state mental hospitals Congratulations on the launch of Wednesday, November 11, 2009 - the Facebook site. Loved the 09:30 photos, especially since I was just there. Would have liked a ... closeup of Boulger Who is Patricia O’Brien? Vinh Vinny Nguyen Wednesday, November 11, 2009 - November 11, 2009 10:51am 08:49 Hi, I am Vinny, I attended NMH Patricia O'brien sitting at her in 94 and my sister in 96 97. I desk in Schauffler Library. have one BIG question that I am Patricia O’... dying to know: which campus is now closed? I know now it's MH This Week in NMH History campus, but I don't remember 2009-10 #11 what the name of my campus, Wednesday, November 11, 2009 - but my campus had West Gould 08:28 dorm and a stone gray church. There was a girl campus name 30 Years Ago from The Bridge, Marquee or so. can someone vol. 11, no. 6; p. 2 (November answer my question please, I 14, 1979) You Can... need to know. more Northfield Mount Hermon School Next NMH ON November 10, 2009 9:16pm @boardingschools NMH has We relaunched our website launched the brand new website! today. We are a little biased NMH ON Check it out at (and very modest). We think it's www.nmhschool.org #school — pretty cool. Athlete of the Week about 1 day 1 hour ago from web 19 hours 11 min ago Northfield Mount Hermon Reply | View Tweet School November 8, 2009 2:25pm @boardingschools 11 NMHers in The NYT ran a story on prep the class of 2010 have earned a schools like NMH and what the NMH: Academic Intelligence perfect 800 on their SAT Math economic downturn means for 1 week 5 days ago Sections this year! #schools — financial aid. (We are giving about 1 day 3 hours ago more than $7 million in aid to from web families this year.) The bottom Reply | View Tweet line: It's a good time to support your favorite school. NMH Dance-off, October 2009 @boardingschools check out all More 1 week 5 days ago of our @flickr photos from the weekend's incredible dance performances! http://bit.ly/Dk2cF #goodtimes — about 2 days 5 hours ago NMH: Direct Yourself from web 3 weeks 5 days ago Reply | View Tweet More NMH: Learning And Diversity 4 weeks 5 days ago More Employment Opportunities | Directory Northfield Mount Hermon © 2009 Northfield Mount Hermon Privacy Policies One Lamplighter Way | Mount Hermon, MA 01354 Tel 413.498.3000 | info@nmhschool.org
  • 35. CASE STUDY Emory U The Blu e Pi g resource : budurl.com/8bzy
  • 42. CASE STUDY Worcester Academy WAMash resource : budurl.com/9e9f
  • 44. CASE STUDY W&M Masco t Search
  • 45. channels email e-newletters, digests, email from prez alumni magazine, newsletters, student periodicals newspaper web WM.edu, Alumni Assn, Tribe Athletics Facebook former mascot YouTube W&M channel blogs mascot choice/old mascot
  • 49. results 839 mascot suggestions/90 days 11,183 survey completions/4 wks 3,345 view of mascot search YouTube vid 16,913 unique visits of finalist unveiling earned media= Daily Show, WaPo, ESPN, USA Today, CHE, etc.
  • 50. URLs blog: wmmascot.blogs.wm.edu Facebook: bit.ly/8YnyHl Twitter: @WMMascot YouTube: www.youtube.com/wmmascot Flickr: bit.ly/cYVYk3 Daily Show: bit.ly/b3kk3D
  • 51. B e st P racti ces
  • 52. multiple channels multiple sources of content sense of humor planned evolution results phone calls real world
  • 53. Case Studies 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
  • 54. photo credit: psd on flickr