Social Media Marketing Strategy . University Relations. Lena Shaw Social Media Marketing Manager . February 3rd, 2011. Agenda. Review University Relations Mission & New Media Model Inform about UCSF’s University Relations’ social m edia s trategy
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Social Media Marketing Manager
February 3rd, 2011
Review University Relations Mission & New Media Model
Inform about UCSF’s University Relations’ social media strategy
Discuss key marketing opportunities utilizing this strategy
Increase internal awareness to engage, inform faculty, staff, students
Increase awareness – local, statewide, national, global – among key audiences to grow, strengthen bases of strategic support.
Key audiences include:
Strengthen visibility and awareness of UCSF’s excellence in patient care, discovery and education
Audience Usage of News Sources
91 94 96 98 00 02 04 06 08 10
Pew Research Center, June 8-28, 2010
Online usage rising sharply (orange line)
Ensure key audiences are aware of the news that differentiates UCSF; encourage conversation around UCSF’s excellence in education, patient care and research.
Build upon our base of donors from Challenge for the Children by expanding brand awareness within this new demographic.
Engage key audiences in topics demonstrating UCSF’s excellence through UCSF senior leadership spokespeople.
Track, evaluate progress
Integrated Tactical Approach
What is our complete Social Media presence?
Coordinate UCSF social media efforts
Brand Excellence Filter
Do these plans align/build with UCSF brand?
Develop area plans to support objectives
USCF Social Media Plans
How do each division’s plans support the area and UCSF objectives?
Challenge for the Children harnessed the power of social media by encouraging engagement and advocacy across various social media channels.
UCSF encourages and promotes community involvement in all online communications.
Guidelines & Policies are not meant to discourage participation in social media.
Guidelines & Policies will allow for meaningful conversation and ongoing community participation to help enrich and impact more lives.
Guidelines & Policy Review TBA
UCSF University Relations Research
Example Story: Less Chemotherapy Works Well for Some Childhood Cancer
Send to Niche Audiences:
Parents of Children with Cancer
Adult survivors of childhood cancer
Curesearch – worlds largest childhood cancer research organization with a dynamic facebook page (6K fans that would appreciate the study)
Create relatable content:
Patients Reactions provides a tangible experience [video]
External children’s oncology groups with a social media presence
Boston Children’s Hospital and Seattle Children’s Hospital maintain active blogs
Contact previously established network of social media/health bloggers. Proven that a tweet or blog mention can go far