Changing Roles in Communications Departments (What's social media got to do with it?)

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This presentation was a general session for the 2012 UCDA Design Summit. Summary - For the best results: everything is connected to everything else. Social media is most effective when it is a part of an integrated brand strategy and tightly linked to other communication initiatives. And these days, Twitter and Facebook are not just the purview of social media strategists. More case study discussion will demonstrate how you incorporate social media channels into key communication projects. And, while you're at it, you might as well use social media for your own renewal and rejuvenation as you meet the challenges of new roles and responsibilities on your campus.

Formation

What’s social media got to do with it?

Changing Roles in
Communications
Departments

UCDA Design Summit 2012
Susan T. Evans | Senior Strategist | mStoner

Today’s Plan

1. Excellent results from social media
2. Changing communication roles
3. Renewal and rejuvenation

Everything is
connected to
everything else.
Michael Stoner (2010)

http://mstnr.me/9uemQS

A social media
strategy is a
communication
strategy.
Susan T. Evans (2010)

http://bit.ly/qNONL2

#getresults
Social Media Campaign = Focused effort to
achieve goals using a variety of channels
appropriate to the results sought.

Process
(for Print + Web + Social)

✓ Research and discovery
✓ Crowdsource content
✓ Creative concept development
✓ Target audience testing
✓ Design, editorial & production
✓ Launch and integrate multiple channels

Crowdsource the copy.

“What is an object that means
William & Mary to you?”

“How would you describe William &
Mary in a Tweet or a Facebook status?”

Integrate multiple channels.

Please, connect the dots for your audience.

Integrate. Again, I say, integrate!

What makes it work?

• Partnerships with other campus units
• Blending content from the .edu website
and the social media channels
• Spending time and resources to produce
great content (it always makes things
easier)

Try this:

• Determine purpose, relevance and
importance of each channel
• Develop flexible content that can be used
in multiple ways
• Crowdsource to get the talent and
authenticity of students (and faculty and
alumni and the rest of your community)

Look familiar?
•Specific goals
•More planning/less spontaneous
•Make a commitment and be consistent
•Institutional buy-in and support
•Multiple channels
•Multiple sources of content
•Sense of humor
•Planned evolution (track reactions/patterns)
•Monitor results

It’s the
conversation,
stupid.
Keep up your end.

I was once paid
to write Tweets for
a squirrel.

Make it fun and on message.

It’s like telling
your kids about
sex.
Answer the question that is asked.

Good news!

You built a
following.
Follow a strategy.

No one cares
about your
career more than
you do.
Gene Roche

What does it take?

• Adaptability
(being okay with uncertainty)

• Raise your hand
(taking a risk)

• Change
(again and again and again)

Somewhere, it’s out there.
• A List Apart (for people who make websites)
http://www.alistapart.com/

• eduStyle (inspiration for campus web designers)
http://www.edustyle.net/

• boagworld (for all those who design, develop & run
websites)
http://boagworld.com/

• LAYERS (the how-to magazine for everything Adobe)
http://layersmagazine.com/

Somewhere, it’s out there.
• Smashing Magazine
(quality content for the design community)
http://www.smashingmagazine.com/

• EDUniverse
(the network for intergalactic edu knowledge)
http://eduniverse.org/

• SEOmoz
(search engine marketing)
http://www.seomoz.org/beginners-guide-to-seo/why-
search-engine-marketing-is-necessary

My favorite professional
development tool...

Thanks.
http://clients.mstoner.com/UCDA2012/socialmedia/

Susan T. Evans
Senior Strategist
susan.evans@mstoner.com
@susantevans
office: 757.565.1726
mobile: 757.903.1120

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Changing Roles in Communications Departments (What's social media got to do with it?)

1. What’s social media got to do with it? Changing Roles in Communications Departments UCDA Design Summit 2012 Susan T. Evans | Senior Strategist | mStoner

2. Today’s Plan 1. Excellent results from social media 2. Changing communication roles 3. Renewal and rejuvenation

3. Everything is connected to everything else. Michael Stoner (2010) http://mstnr.me/9uemQS

4. A social media strategy is a communication strategy. Susan T. Evans (2010) http://bit.ly/qNONL2

5. #getresults Social Media Campaign = Focused effort to achieve goals using a variety of channels appropriate to the results sought.

6. Oregon State University

7. Nazareth College

8. Print + Web + Social (What’s one more?)

9. Process (for Print + Web + Social) ✓ Research and discovery ✓ Crowdsource content ✓ Creative concept development ✓ Target audience testing ✓ Design, editorial & production ✓ Launch and integrate multiple channels

10. Crowdsource the copy. “What is an object that means William & Mary to you?” “How would you describe William & Mary in a Tweet or a Facebook status?”

11. Crowdsource the photos.

12. Crowdsource post-launch.

13.

14.

15. Integrate multiple channels. Please, connect the dots for your audience. Integrate. Again, I say, integrate!

16. Case Study: William & Mary Ampersandbox

17.

18.

19.

20.

21. Said two alumni...

22. What makes it work? • Partnerships with other campus units • Blending content from the .edu website and the social media channels • Spending time and resources to produce great content (it always makes things easier)

23. Try this: • Determine purpose, relevance and importance of each channel • Develop flexible content that can be used in multiple ways • Crowdsource to get the talent and authenticity of students (and faculty and alumni and the rest of your community)

24. Look familiar? •Specific goals •More planning/less spontaneous •Make a commitment and be consistent •Institutional buy-in and support •Multiple channels •Multiple sources of content •Sense of humor •Planned evolution (track reactions/patterns) •Monitor results

25. #thebasics

26. It’s the conversation, stupid. Keep up your end.

27. Beware of trolls. Don’t respond.

28. I was once paid to write Tweets for a squirrel. Make it fun and on message.

29. It’s like telling your kids about sex. Answer the question that is asked.

30. Good news! You built a following. Follow a strategy.

31. #getinthegame

32. No one cares about your career more than you do. Gene Roche

33. What does it take? • Adaptability (being okay with uncertainty) • Raise your hand (taking a risk) • Change (again and again and again)

34. Somewhere, it’s out there. • A List Apart (for people who make websites) http://www.alistapart.com/ • eduStyle (inspiration for campus web designers) http://www.edustyle.net/ • boagworld (for all those who design, develop & run websites) http://boagworld.com/ • LAYERS (the how-to magazine for everything Adobe) http://layersmagazine.com/

35. Somewhere, it’s out there. • Smashing Magazine (quality content for the design community) http://www.smashingmagazine.com/ • EDUniverse (the network for intergalactic edu knowledge) http://eduniverse.org/ • SEOmoz (search engine marketing) http://www.seomoz.org/beginners-guide-to-seo/why- search-engine-marketing-is-necessary

36. My favorite professional development tool...

37. My favorite professional development tool...

38. You on the Interwebs.

39. Looking to self-promote?

40. Questions? #crowdsource

41. Thanks. http://clients.mstoner.com/UCDA2012/socialmedia/ Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans office: 757.565.1726 mobile: 757.903.1120

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