1. Digital Media • Content Strategy

2. Let’s start with a few questions.
Who are you and what do you do?

3. David Johnston Vice President Digital Media & Marketing
KU Alumni Association
@daviddjohnston

4. Who? Why? What? When? How?
…Who does the work, how big is your staff and how are you structured?

5. 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

6. 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

7. Who? Great team Expert talent Constant collaboration
Pursue best practices
Semi-annual retreat (off-site)

8. Who? Why? What? When? How?
…Why does digital media and marketing matter?

9. 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.

10. 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.”

11. 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.

12. 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.

13. Timely. Relevant. Accurate.
Goal
Timely. Relevant. Accurate.

14. Who? Why? What? When? How?
…Okay, so what exactly do you do? When do you do it?

15. Content buckets Evergreen Seasonal Immediate ? Football Commencement
History
Trivia
#TBT
Homecoming
Valentine’s Day
Wednesday Wisdom
March Madness
Contests

16. What? When? Online Events POTUS visit McCollum Hall implosion
Business, Race & Sport Symposium
Online Networking Events

17. Content Mix Broadcast Email Membership & Solicitations
News & Information
Event Invitations & Reminders

18. Content Mix Broadcast Email Membership & Solicitations
*Actual mix 2012
Membership & Solicitations
News & Information
Event Invitations & Reminders

19. Content Mix Broadcast Email Membership & Solicitations
*Actual mix 2016
News & Information
Event Invitations & Reminders

20. Content Mix Social Media Membership & Solicitations News & Information
Event Invitations & Reminders

21. Who? Why? What? When? How?
…How do you generate and manage content?

22. # How? Tactics Membership Monday Trivia Tuesday Wisdom Wednesday
Throwback Thursday
Feature Friday (profile)

23. How? Social Channels Twitter Facebook Instagram Linkedin Flickr
YouTube

24. How? Social Channels Twitter >> Facebook Instagram Linkedin
Flickr
YouTube
One primary account
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

25. 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

26. How?

27. How? Social Channels Twitter Facebook Instagram >> Linkedin
Flickr
YouTube
Stylized photos
Artistic
Nostalgic, campus scenes
Sentimental
Potential revenue generator

30. #aviewfromKU

31. 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

32. How? Other Mobile Apps Worked with MobileUp
Alumni app (May), Student app (Fall)
Blog at kualumni.org

33. How? Blog A Tradition is Born Jr. Naismith Rules Ain’t No Seats
April Fool’s Day

34. Who? Why? What? When? How?
…Got it! Any final suggestions?

35. 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

36. 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

37. Thank you!
David Johnston
@daviddjohnston