Digital Media • Content Strategy
Let’s start with a few questions. Who are you and what do you do?
David Johnston Vice President Digital Media & Marketing KU Alumni Association davidjohnston@kualumni.org @daviddjohnston 785-864-4764
Who? Why? What? When? How? …Who does the work, how big is your staff and how are you structured?
Who does the work? David Johnston Debbi Johanning Mike Wick VP Digital Media & Marketing Debbi Johanning Director of Digital Media Mike Wick Webmaster / Web Developer Kara Rodriguez Assistant Director of Digital Media
Structure? VP Digital Media & Marketing Director of Digital Media Sr VP of Communication s & Advocacy Creative Director Graphic Designer VP Digital Media & Marketing Staff Photographer Director of Digital Media Assistant Director of Digital Media Webmaster / Web Developer Staff Writer Staff Writer Digital Media Intern + SAA Communications + Homecoming Publicity
Who? Great team Expert talent Constant collaboration Pursue best practices Semi-annual retreat (off-site)
Who? Why? What? When? How? …Why does digital media and marketing matter?
Why? Brand Position & Key Messages, 2016 Through the support of dues-paying members, the KU Alumni Association creates impact for the University of Kansas in five ways. We Advocate, Communicate, Recruit, Serve and Unite. The KU alumni community is united by commonly shared values: Pride. Tradition. Connection.
Why? Retreat notes, January 2016 We determined that our purpose or role, in supporting KUAA’s mission and brand pillars, is to: “Add meaning to a (common) shared experience.”
Why? Retreat notes, January 2016 We discovered that our best case examples all provided a unique backstory, insider information or access that no other part of KU could deliver. Our role is often investigative. We do well when we focus on nostalgia, pride in successful alumni and shared experiences.
Why? Retreat notes, January 2016 We also know that strategic investment in relevant, higher-quality content (i.e. that one big story that goes viral) is better than producing frequent posts that are less- valued. Quality, and relevance, will trump quantity and noise.
Timely. Relevant. Accurate. Goal Timely. Relevant. Accurate.
Who? Why? What? When? How? …Okay, so what exactly do you do? When do you do it?
Content buckets Evergreen Seasonal Immediate ? Football Commencement History Trivia #TBT Homecoming Valentine’s Day Wednesday Wisdom March Madness Contests
What? When? Online Events POTUS visit McCollum Hall implosion Business, Race & Sport Symposium Online Networking Events
Content Mix Broadcast Email Membership & Solicitations News & Information Event Invitations & Reminders
Content Mix Broadcast Email Membership & Solicitations *Actual mix 2012 Membership & Solicitations News & Information Event Invitations & Reminders
Content Mix Broadcast Email Membership & Solicitations *Actual mix 2016 News & Information Event Invitations & Reminders
Content Mix Social Media Membership & Solicitations News & Information Event Invitations & Reminders
Who? Why? What? When? How? …How do you generate and manage content?
# How? Tactics Membership Monday Trivia Tuesday Wisdom Wednesday Throwback Thursday Feature Friday (profile)
How? Social Channels Twitter Facebook Instagram Linkedin Flickr YouTube
How? Social Channels Twitter >> Facebook Instagram Linkedin Flickr YouTube One primary account (@kualumni) Volunteers encouraged to use personal accounts with hashtags (#kualumni) Focus is friendly, helpful and responsive engagement KU news and interesting stories relevant to alumni No sports scores, no sales
How? Social Channels Twitter Facebook >> Instagram Linkedin Flickr YouTube Graphics and images Uploaded video News, campus changes, KU history Links back to blog Responsive, positive Ads for membership promotions Limited promotional posts
How?
How? Social Channels Twitter Facebook Instagram >> Linkedin Flickr YouTube Stylized photos Artistic Nostalgic, campus scenes Sentimental Potential revenue generator
#aviewfromKU
How? Social Channels Twitter Facebook Instagram Linkedin >> Flickr >> YouTube >> Linkedin for professional and career-oriented news and announcements Flickr for photo archive, albums, slide shows and downloads YouTube for video archive and playlists
How? Other Mobile Apps Worked with MobileUp Alumni app (May), Student app (Fall) Blog at kualumni.org
How? Blog A Tradition is Born Jr. Naismith Rules Ain’t No Seats April Fool’s Day
Who? Why? What? When? How? …Got it! Any final suggestions?
Summary Tips: Own your voice Be genuine, authentic Engage positively, or don’t engage at all Avoid over-marketing Be relevant to your brand and your audience
Summary Tips: Focus on pride, tradition, connection Be timely, relevant and accurate Add meaning to a common or shared experience Quality and relevance trumps quantity and noise Learn from others
Thank you! David Johnston davidjohnston@kualumni.org @daviddjohnston