Embed Size (px)
DESCRIPTION
Presentation on Social Media at McCombs School of Business for visiting team from the Beijing Institute of Graphic Communication.
Citation preview
摸着石头过河
Social Media Strategy and Approaches
Crossing the river by feeling the stones.
David WengerDirector of Communications, McCombs School of BusinessCell 512-471-3314 Office [email protected] @davidwengerMy Blog
1. What is a brand?2. Preparing the foundation.3. Selecting an audience and a purpose.4. Identifying our channels and voices.5. Experimenting and learning.6. Adding measurement and process.
1. What is a brand?
A name?
A logo?
A tagline?
A product quality?
A sales channel?
A location?
A customer experience?
An organization culture?
A communication style?
Yes, that is a brand.
A brand is not created or delivered by any one
individual or group in the organization.
A brand strategy accounts for the total brand
experience.
Values
Objectives
Operations
Policies/Constraints
Vision ProductsStakeholders
Customers, Employees, Investors, Public
Culture
Resources
Reputation
2. Preparing the foundation.
“You can’t change that.”
“Don’t bother, it’s a small thing.”
McCombs Website 2004
Blue everywhere, even in the logo.
Program names different:
Texas MBAMcCombs MBA
Option II
EMBA
Logo doesn’t have anything to do with university brand.
Tiny photos. Current events and news small.
No easy way to share ideas between faculty, staff and visitors to the site.
Brand Strategy Questions
•What communication problem are we trying to solve?•What perceptions and promises set us apart from our competitors in significant ways?•How is the competition positioning themselves?•What insight do we have into our target audience?•How will we speak with our target audiences?
The McCombs Brand StandardsCreating a consistent appearance and message across all communication channels.
GOAL
Move away from the solid blue
Move away from the star
Suggest university tie-in
Clean up text
M
How We Talk and Write About the School
We developed five categories of brand characteristics.
The University of Texas at Austin, a global community united in creating a new vision of leadership in higher education for the next generation of leaders, will have more impact on changing the world than any institution of its kind. With a depth and diversity of assets unmatched by other universities, it drives economic, social and cultural progress as one of the world's most powerful centers of learning, research and creativity.
Developing Message Strategies for Each Degree/Audience
Sample Page from 4-Page List of Features-Advantages-Benefits
McCombs Website 2011
Rotating stories with focus on relevant current topics—updated twice a week.
Easier view of latest school news and events open to public.
Social media and interactive blog sites.
3. Selecting an audience and a purpose.
(One example.)
University marketing and public relations is generally focused in three areas:
Athletics—strong appeal to alumni, but
not directly related to academic teaching or
learning
Alumni Pride—focuses on narrow frame of reference;
school memories and traditions
School “Brag”—self-centered with little
long-term engagement in lives of audience
Business Law Engineer-ing Science Arts Commun-
icationsPublic Policy
School messages are often heavy on “marketing language” and narrowly focused topics.
Business, Technology and Public Policy
Health, Fitness & Wellness Science & Discovery Arts, Culture &
Entertainment
But our alumni have varied lives and interests that bridge the narrow disciplines of the university. They have curiosity and interest in many areas, such as:
Family, Childcare & Investment
Housing & Urban Planning
Religion & Philosophy
This is how our alumni consume information about their life and career.
Varied interests, topical subjects.
But this is how a school talks to them. Always the same topic, always with a
focus on the school and the academic field.
We wanted to break the pattern of always talking about ourselves—and invite our alumni to turn back to the university to learn and discuss things that interest them.
We Received Direction from Two Sections of the Dean’s Strategic Plan:
1. Leadership in Business Education Accessibility and Influence of Our Intellectual Capital: In addition to increasing the scope of our intellectual capital and efforts, more will be done to promote and disseminate their output beyond the academic community. Therefore, we will modify our communications efforts to make our academic research more accessible and consequential in the realms of management practice and public policy. By harnessing our substantial communication talents and resources in this way, we can extend the influence of our intellectual capital. 2. Engaged and Purposeful Community Purposeful Relationship: The goals of the McCombs School of Business can only be achieved with the broad support of engaged and purposeful alumni and benefactors. To ensure a high level of engagement, we will strive to develop life-long relationships of value to all our alumni and friends.
Governing Council
Faculty Research & Expertise
Center Activities
relationship channel
faculty incentives and support to engage
Editorial Infrastructure
communication channel
“We realized we had a gold mine of intellectual capital, but no one was mining, minting or circulating it.” Mukul Pandya Executive Director Knowledge@Wharton
influence
Business Policy
BusinessPractice
Business Opinion
We looked to the example of Knowledge@Wharton, an online publication produced by the Wharton School.
• Research overviews drafted by freelance writers
• Subscription model
• Sponsors
• Rich-media content
• Major topic categories
• Social media channels (Facebook, iTunes, etc.)
Knowledge @Wharton has a 10 Year History. Claims Over 1-million Subscribers
We focused on a specific type of audience.
Our Core Purpose was to:Cultivate dialogue that benefits
lives and enhances careers.
DiscoverJoy of Learning
Continuing EducationCurating Knowledge
Shedding Light on Ideas and Topics
1Connect
Expertise SharingMutual Respect
Create a CommunityIndividualized Insights
2Popularize
Improve Accessibility of Information
Give Real-World Context
Translating to Understandable Terms
Applying to Human Experience
3
Drawing on Expertise from Across Campus, Not Just at McCombs
School of Architecture
McCombs School of Business
College of Communication
Cockrell School of Engineering
Jackson School of Geosciences
School of Law
LBJ School of Public Affairs
IC2 Institute
College of Liberal Arts
ENERGY & SUSTAINABILITY
INNOVATION & CREATIVITY
ECONOMIC & PUBLIC POLICY
TECHNOLOGY & PRODUCT DEVELOPMENT
BUSINESS PRACTICE
BUSINESS LAW & OVERSIGHT
College of Fine ArtsSchool of Information
College of Natural Sciences
College of Pharmacy
School of Social WorkTexas Materials Institute
Texas Enterprise Audiences
1. McCombs Alumni 2. UT Alumni3. Texas-BasedOnline Business Newsand Opinion Consumers
4. Global Online Business News and Opinion Consumers(includes business press)
4. Prospective Students
McCombsTODAY.orgSchool SpiritCommunity
OPEN MagazineAlumni NewsEvents, Insights
TEXAS ENTERPRISEKnowledge SharingProfessional EventsExpertise Community
Academia
Journalism Business World
Another Way to Look at Audiences
Social Momentum
p=mv
m=mass of member basev=amount of interaction
“I was excited about getting people to interact online, and that was the LAST thing to happen. First, they got involved in other things.”
Matt Genovese door64
Invitations to participate in professional networking
events.
Invitations to discover other kinds of school information.
Invitations to engage in various forms of social media.
Invitations to blog and share expertise and opinion.
“The value can’t just be the chance to get together. You have to answer the question what is the reason to participate.”Matt launched a 5,000 member online community in Austin
A network of professional experts from a variety of fields and disciplines (primarily UT alumni) who regularly contribute content to Texas Enterprise on topics of the practical application of business knowledge in the real world. They blog, participate in surveys, give webinars, comment on faculty-research articles, etc.
Opinion Business Bloggers
Spurring cross-talk and dialogue on topics raised by faculty,
Aha!
Aha!
Aha!
Aha!
plus additional expert insights on relevant business topics.
We send regular email updates to the blogger community, with hints on topics, blogging techniques and invitations to participate with us in events.
We want them to feel valued and special…because they are!
4. Identifying our channels and voices.
Social media engagement requires
coordinated staff time.
We don’t have dedicated social media staff
members.
Staff members often handle several different social media channels, posting comments and links under their own name or under official school branded accounts. These samples are all managed by Tracy Mueller, who also edits OPEN magazine for alumni.
5. Experimenting and Learning.
Organic Google Searches
Facebook Ad Campaign
Links from McCombs TODAY
Direct Links (Including Tweets)
6. Adding measurement and process.
