Integrating Social Media into a Comprehensive

Stewardship Effort

Lynne M. WesterDirector of Stewardship and Donor Recognition

Yeshiva University@donorguru

ROAD MAP

• Introduction to Social Media • Steps to create your Social Media

plan• Social Media tools• Bringing it all together

WHAT IS SOCIAL MEDIA?

“Social media is the ongoing conversation of the planet.

It is the source of news. It is the connector to the giant multi-celled organism called planet Earth. As time goes on, social media is my home on the internet. It is my home page, the place where I spend the most time. It is where I do business. It is where I hang out with friends. It’s where I find out about new movies, television and other products. It is my diary. Looking back on my wall, I have a history that is far richer than any diary or journal.”

Kurt Sonderegger, VP Marketing, Ploom, http://www.ploom.com

“Social Media is Like a Cocktail Party: Listen Then Respond”

Photo Credit: The Dana Files

Define your strategy:

1. Who is your intended audience?

2. Where is your audience?

3. Engage your audience in 3-4 platforms and cross-promote.

4. Continue to build relationships and engage in conversation.

Internal Stumbling Blocks

Managing Identities

FACEBOOK

Incorporating Twitter

Showing and Sharing Video

Starting a conversation

Promoting Alumni

Donor Badges

• Great for event promotion and creating “buzz”

• Can create a twitter name and/or hashtag for your event.

• Hashtag is a favorite tool of conferences and event organizers and a great way for twitter users to organize themselves.

• Hashtag usage can be tracked in real time by using services like Twitterfall.com, Hashtags.org or Twilert.com.

• Retweet function allows “followers” to easily spread the message about your event in real time.

Hootsuite Twtvite TwitterCam

p TwitterPoll CalTweet TwitPics

Twitter

TITLE

• Great place for video marketing• Pre-interview keynote speakers for a

conference• Viral invitation from alumni, dean or

university president or official for reunion or homecoming celebration.

• Overlay ads redirect users to your site where they can buy tickets to your event.

• YouTube’s Promoted Videos feature attract viewers and subscribers to your channel, by displaying your video ad in search results and in related video content.

• Shared videos on other social media channels.

FOURSQUARE

• Point out traditions• Tell a donor story e.g., the XYZ

science building• Share little known facts• Share information about

landmarks, buildings, and addresses

• Address questions• Offer rewards and badges to

encourage exploration of the campus

• Share traditions of the school• Receive advice from alumni

https://foursquare.com/syracuseu

Calendaring

Sharing is Caring

Sharing is Caring

Staffing ModelsFull time social media professional

Team/Staff Sharing

Part time position within already developed department

Outsourcing

Questions? Comments?

Lynne Westerwester@yu.eduwww.donorrelationsguru.comFriend me on FacebookFollow me on Twitter @donorguru