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Mallory Wood, mStoner's director of marketing, and Bruce Floyd, University of Florida's social media specialist, present a brand new case study on the concept and execution of #UF17. The University of Florida took advantage of their admissions decision day celebrate their newest members of the Gator family. UF rallied around the hashtag #UF17 so their team could coordinate communications with the accepted students as the University sent out acceptance notifications online,. The results were dramatic — in roughly eight hours they saw 644 unique tweets from 966 individual Twitter contributors. These conversations totaled over 4.57 million timeline deliveries and reached 370,000 members of the Twitter community. In our webinar, Mallory and Bruce examine: Campaign strategy, planning, and goal-setting. Campaign management. Measuring results and beyond. mStoner: http:/www./mstoner.com Connect with other higher education professionals: http://www.EDUniverse.org
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SECRETS TO A MORE SOCIAL ADMISSIONS DECISION DAY
#socialworks
Wednesday, March 13, 13
YOUR PRESENTERS
Mallory WoodDirector of MarketingmStoner@Mallory Wood
Bruce FloydSocial Media SpecialistUniversity of Florida@BruceFloyd
Wednesday, March 13, 13
Wednesday, March 13, 13
CAMPAIGN STRATEGYAND PLANNING
Wednesday, March 13, 13
Wednesday, March 13, 13
Wednesday, March 13, 13
Wednesday, March 13, 13
GOAL 1
Increase engagement with accepted students.
Wednesday, March 13, 13
GOAL 2
Showcase accepted student’s pride and excitement around joining the University of Florida’s community.
Wednesday, March 13, 13
GOAL 3
Connect with and encourage campus units to submit information and contribute to the online conversation.
Wednesday, March 13, 13
GOAL 4
Challenge admissions staff to explore new and creative solutions to disseminating decision-letters and welcoming new students.
Wednesday, March 13, 13
GOAL 5
Create awareness about University of Florida’s social media accounts to the newly admitted students.
Wednesday, March 13, 13
MANAGING THE CAMPAIGN
Wednesday, March 13, 13
Wednesday, March 13, 13
Wednesday, March 13, 13
Wednesday, March 13, 13
CAMPAIGN MANAGEMENT
• Collect the conversations.
•Measure sentiment.
• Assign tweets if working in a team.
• Give unique and personal responses.
•Drink coffee (optional).
Wednesday, March 13, 13
RESULTS AND BEYOND
Wednesday, March 13, 13
#UF17 RESULTS(DURING 8 HOURS FOLLOWING RELEASE OF ONLINE DECISIONS)
• 966 unique Twitter contributors
• 644 original tweets
• 1,537 total tweets
• Reach = 370,355 unique users
• 4.57 million Twitter timeline deliveries
• 416 new Twitter followers
• 117 images posted to InstagramWednesday, March 13, 13
0
125
250
375
500
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
146162
416
131165
New Followers
Wednesday, March 13, 13
0
150
300
450
600
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
121162
555
9371
Incoming Messages
Wednesday, March 13, 13
0
1,000
2,000
3,000
4,000
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
348
2284
3226
17682
Impressions (in thousands)
Wednesday, March 13, 13
0
38
75
113
150
1/25 - 1/26 2/1 - 2/2 2/8 - 2/9 2/15 - 2/16 2/22 - 2/23
1423
145
610
Sent Messages
Wednesday, March 13, 13
Wednesday, March 13, 13
Wednesday, March 13, 13
QUESTIONS?
Mallory WoodDirector of MarketingmStoner@MalloryWood
Bruce FloydSocial Media SpecialistUniversity of Florida@BruceFloyd
Wednesday, March 13, 13
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