DDWSU - Digital Hub

Digital Done Wright 
Digital Hub
1
Russ Shirley & Ike Brunner | DigitalDoneWright.com

Strategy/Positioning
Branding, Audiences & Industries
2
‣ DDW Brand
• Aiming to be SoMe authority in academic space
• Built new brand, using unique assets (logo, hashtag) &
business expertise. Spanning industries = unique value
‣ Audiences
• Current Students (brand advocates)
• Future Students (recruiting target, brand amplifiers)
• Teachers/Educators (peer recognition, guest speaking)
• Businesses (current & prospective clients)
‣ Industries
• Higher Education
• Multiple non-education verticals (tech, agency, non-profit)

Goals & Objectives
Short- & long-term
3
‣ Short-term
• Establish unique presence & reputation @ WSU
• Build relationships to COM Dept. & CoLA
• Satisfactory 1st semester (learn & revise); improve 2nd semester
!
‣ Long-term
• Develop relationships with other WSU departments
• Align with other WSU orgs. (COM & MKTG, SoMe Managers)
• Grow within region (UC, UD, NKU, Xavier)
• Speak @ SXSW EDU
• Network w/other SoMe educators
• Establish standalone, recognized & respected DDW brand

Inspirations
Examples to inform presence
4
http://cmd.rutgers.edu/programs/mini-‐mba-‐social-‐media-‐marketing#tab-‐Curriculum
http://www.dr4ward.com/

Channels
Digital Hub Executed
5

Content Calendar
3-month plan
6
Sun Mon Tue Wed Thu Fri Sat
Month Week New$Trend Players Audience Integration Measurement Industry$Impact Future
November 36Nov
Blog%post%(website%
or%G+)
106Nov
Tweet%eMarketer%
survey%article
G+%post%re:%
audience%
participation%&%
impact
176Nov
Highlight%case%
studies%on%FB
New%
measurement%
strategies%
(Trendrr,%
SocialGuide)
246Nov
G+%post%re:%impact%
on%new%TV%series%
predictions
Blog%post%(website%
or%G+)
Editorial>Calendar
SocialTV
Push%to%Twitter,% FB%&%LI
Push%to%Twitter
eMKTR,
AMA

newsletters

Monitoring & Measurement
Activity, engagement, vs. goals
7
‣ Basic daily monitoring
• Likes, RTs/shares, comments/responses, followers/fans /
connections/circles
‣ HootSuite
• Monitor activity, respond to audience, expand engagement
‣ Long-term
• Continued HootSuite (custom regular reports)
• Google Analytics: website traffic, growth over time
• Regularly try new tools (FanPageKarma, Twitonomy,
TweetReach, SocialMention)
• G+ Ripples: public post share activity
• SimplyMeasured for all networks in one place

Google Results
Reputation management
8
‣ Goals
• Own all 1st page results, website to top, logo in images results

Google Results
9
‣ Goals
• Own all 1st page results, website to top, logo in images results

Google Results
10
‣ Goal
• Get listed on general WSU SoMe results pages

Opportunities & Limitations
Problems, good & bad
11
‣ Opportunities
• Foster unique community & brand w/in higher ed
• Become local SoMe experts, inside & outside academics
• Create positive press for WSU & WSU COM Dept.
• Build new, valuable network for students
• Students have significant impact on the brand
!
‣ Limitations
• Tough to stand out in crowded SoMe space (Google results)
• Brand is always connected to WSU
• Students have significant impact on the brand
• Building brand beyond closed class system

Conclusions
Good start, but a long way to go
12
‣ This is going to take some time
• Good thing we thought this through and have a plan
‣ Do we have the patience for this?
• Doesn’t matter; see first point
‣ What happens when students finish the class?
• Partial re-start every semester, but brand consistency will
remain and be key to long-term success
‣ How will we benefit from this brand long-term?
• Speaking engagements
• New networking & connection opportunities
• Academic recognition
• Local, regional expertise & consulting opportunities

DDWSU - Digital Hub

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