Amp Up Your Online Presence June 20, 2012

Reaching Core Audiences Integrated Communications Strategy Face to face Word of mouth Traditional print (flyers, postcards, flyers, etc.) Public display (signs, banners, giveaways, etc.) Advertising (print, online) Media (publications) Virtual tools (website, blog, email, e-newsletters, etc.) Social media (FB, Twitter, LinkedIn, YT, Flickr, etc.)

The Life of a Message

Please tell me if you think social networking sites are an excellent, good, fair, not so good or poor way to do each of the following: The AP-Viacom Survey of Youth on Education: March, 2011 By Stanford University, Conducted by GfK Roper Public Affairs & Corporate Communications

Top Social Media Platforms Most popular Build community Organize and promote events Promote content Stay connected with students Promote events Promote content Professionally-oriented Build community Stay connected with students and alumni

Other Social Media Platforms: Videos YouTube Host videos Share videos via social network Larger and more versatile Vimeo Smaller and nicer, but need a Pro account for most benefits

Other Social Media Platforms: Photos Flickr Share photos Share videos Free vs. Pro Instagram Both a smartphone app for photo filters… …and a social network Very hip!

Take It To the Next Level Keep your content fresh Think about your brand Be visible Understand this is a conversation Follow Penn’s policies

Look for Opportunities for Synergy Link from your website to social media accounts Link from social media accounts to your website Stream from social media to your website

Managing your Workflow Know why you’re doing what--and how each tool fits into your integrated communications strategy. Set clear expectations and delegate responsibility. Plan ahead with a content calendar. Use a social media dashboard. Schedule time for yourself to make online communication a priority. Get more “bang for your buck” by cross posting. Understand that effective use of any strategy takes time.

Plan Ahead With a Content Calendar Facebook Twitter Flickr Vimeo Monday 09/19/11 Event reminder for open house Link to blog post Reminder to RSVP for open house Tuesday 09/20/11 Link to clip of guest speaker Event invitation for next guest speaker Announce next guest speaker Video clip from last week's guest speaker event Wednesday 09/21/11 Link to profile in DP Xpromote OSA Event Thursday 09/22/11 10am Reminder: open house today 7 pm Thank open house attendees Friday 09/23/11 Link to open house photoset Update profile picture Post photos from open house

Use a “Dashboard” to Drive Content

Schedule time