HOW TO TAKE YOUR CONTENT CREATION FROM PRIMITIVE TO SOPHISTICATED
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- Amos Morton
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1 Case Study: HOW TO TAKE YOUR CONTENT CREATION FROM PRIMITIVE TO SOPHISTICATED A Beginner s Guide Kaitlyn Wells Assistant Director of Admissions Columbia University SIPA SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 1
2 EFFORT IS THE BEST INDICATOR OF INTEREST. SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 2
3 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA New Girl (Season 2, Episode 3 9)
4 Performance By MAILCHIMP CAMPAIGN BENCHMARKS Open Click Soft Bounce Hard Bounce Abuse Unsub as of October 3, % 0.56% 0.48% 0.02% 0.20% 1.96% 0.78% 0.64% 0.02% 0.28% 2.81% 0.49% 0.41% 0.02% 0.19% 2.19% 0.53% 0.60% 0.02% 0.31% 2.85% 0.82% 0.64% 0.02% 0.28% 21.66% 17.85% 24.88% 20.31% 22.99% EDUCATION AND TRAINING MARKETING AND ADVERTISING NON-PROFIT RECRUITMENT AND STAFFING OTHER *similar stats with SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 4
5 SIPA s Performance Over Time SIPA S PERFORMANCE Unique Open Unique Click Bounces Opt Outs 1.1% 2.9% 1.1% 2.1% 1.1% 1.0% 6.4% 0.1% 0.3% 9.2% 0.1% 0.0% 22.1% 60.1% 64.4% 69.6% JUN-14 NOV-14 DEC-14 OCT-15 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 5
6 NOV 2014 Join us for Summerfest 2014! Representatives from top graduate international affairs programs will be available. We know selecting a graduate school is no easy task. There are several options each applicant must weigh to ensure they re making the right decision for their future. SIPA appreciates the fact that everyone s priorities and desires are multifaceted and evolving---and that s something we understand quite well By showcasing outstanding Seeple accomplishments, we know you ll get a glimpse into what your own future will hold at SIPA. Here s a look at how our current students and graduates are becoming the global leaders of tomorrow, today: JUNE 2014 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 6
7 TRACKING V1.0 Unique Opens Bounces Unique Clicks Opt Outs 2.9% 1.1% 1.1% 22.1% SUBJECT: Join Columbia SIPA for Summerfest 2014 JUNE 2014 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 7
8 TRACKING V1.1 SUBJECT: Why SIPA is the place for you Unique Opens Unique Clicks Bounces Opt Outs 1.1% 1.0% 2.1% 60.1% NOV 2014 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 8
9 TRACKING V2.0 Unique Opens Unique Clicks Bounces Opt Outs 0.1% 6.4% 64.4% SUBJECT: {{First}}, what s your major? SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 9 DEC 2014
10 TRACKING V3.0 Unique Opens Bounces Unique Clicks Opt Outs 0.1% 0.0% 9.2% 69.6% SUBJECT: {{First}}, what s your major? or Your future starts with an app SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 10
11 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 11 Image: Facebook OCT 2015
12 FIND A RESPONSIVE TEMPLATE FOR MOBILE OPTIMIZATION or INSERT CODE <head> <title></title> <style type="text/css">/*<![cdata[*/@media only screen and (max-width: 480px) { table, img { width: 100%!important; height: auto!important; } } /*]]>*/ </style> </head> SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 12
13 IT WAS A PLEASURE TO BURN. -Fahrenheit 451 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 13
14 Give them an preview Most important text elements are the subject and first line of the . FROM SUBJECT LINE PREVIEW SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 14
15 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 15
16 Community (Season 2, Episode 13) SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 16
17 The Walking Dead (Season 2, Episode 5) SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 17
18 Comms Calendar Basics Target Audience Who are you messaging? Purpose Why are you messaging them? Coordination of Efforts Which department(s) need to be involved? Associated Costs What are the external (price point for execution) and internal (your time) investment costs? Date of execution When is this being shared? Distribution Plan How are you sharing content with them? ( , Social Media, Print, etc.) Goal/Call to Action What do you want them to learn or do? (aka conversion strategy) Measure Success Determine your data points SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 18
19 Comms Calendar Basics Target Audience Who are you messaging? Make a list of your population groups, i.e. prospects, applicants, admits, etc. Purpose Why are you messaging them? Learn what they need to know and when. Make sure your message can be seen as valuable to them (not you). SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 19
20 Comms Calendar Basics Distribution Plan How are you sharing content with them? Make a list of each target group and your distribution sources (i.e., , print, social media, etc.) Determine when/if each distribution source is appropriate. Develop a policy and schedule for cross-promotion of information, when needed. Learn which content type is most beneficial to your target groups and when. SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 20
21 Comms Calendar Basics Coordination of Efforts Which department(s) need to be involved? Make a list of departments you regularly receive content from Determine how far in advance you should check in with them between communications Do you have a regular follow-up schedule in place? Weekly communications meetings you can attend? Department shut out? No problem! Scout out company newsletters, press releases, etc. that you can pull content from when you can t connect with your departments Get on the listserv for the news aggregate service your organization uses (i.e. Meltwater, Google Alerts) SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 21
22 Comms Calendar Basics Associated Costs What are the external/internal investment costs? Determine your daily/weekly/monthly investment in each communication Schedule it out on your calendar Date of execution When is this being disseminated? Schedule it out on your calendar Determine which months you anticipate to communicate with them regularly. Do you message applicants year round, or only in the spring? Determine your publishing frequency per content type (blog vs tweet vs video) Determine your re-share frequency per content type And take advantage of holidays! (i.e. United Nations Day, International Cat Day) SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 22
23 Comms Calendar Basics Goal/Call to Action What do you want them to learn or do? (aka conversion strategy) Find out what matters to your team s Open rate; Click rate; Conversion rate; Opt-out rate; Bounce rate; Device type Social Media Likes; Comments; Shares; Conversion rate Measure Success Determine your data points Figure out what your goals are Awareness = volume/reach/exposure Engagement = comments/replies/retweets Drive Traffic = URL shares/clicks Share of Voice = compare how well your brand's volume is projected relative to the competition SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 23
24 Comms Calendar Basics Measure Success Determine your data points Figure out what your goals are Awareness = volume/reach/exposure Engagement = comments/replies/retweets Drive Traffic = URL shares/clicks Share of Voice = compare how well your brand's volume is projected relative to the competition Determine which data points matter to your team s Open rate; Click rate; Conversion rate; Opt-out rate; Bounce rate; Device type Social Media Likes; Comments; Shares; Conversion rate SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 24
25 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA Bridesmaids (2011) 25
26 Bookmark-worthy (Free) Sites PHOTOS Death to Stock Photo Flickr Creative Commons Old Book Illustrations Public Domain Archive Wikimedia Commons WOCinTechChat HTML HELP Codecademy CodeSchool W3Schools SPAM TOOLS IsNotSpam Mail-Tester Melon Stork PostmarkApp Spam Check BONUS: LinkedIn Marketing Solutions Blog SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 26
27 Recommended Content Tools PAID FREE Adobe Photoshop PicMonkey, Pixlr, Paint.NET, Pinta Adobe InDesign Microsoft Office Publisher or Scribus Adobe Dreamweaver Notepad ++, Wordpress Adobe Lightroom Apple Photos, RawTherapee Adobe Illustrator Canva, Inkscape Final Cut Pro Filmora Video Editor, Apple imovie SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 27
28 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 28
29 Stock Image Before SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 29
30 Stock Image After SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 30
31 44 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 31
32 128 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 32
33 230 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 33
34 146 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 34
35 136 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 35
36 Created with Apple s imovie on an SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 36
37 Admissions Blog Before SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 37
38 Admissions Blog After SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 38
39 Instagram #SeepleTip 4130 SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 39
40 Digital Marketer & Social I m just tweeting to tell you I blogged. What my friends think I do. What my mom thinks I do. What society thinks I do. What my boss thinks I do. What I think I do. What I actually do. SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 40
41 KaitWells KaitWells Kaitlyn.N.Wells LET S CONNECT KAITLYN WELLS Assistant Director of Admissions Columbia University SIPA knw2118@sipa.columbia.edu Columbia.SIPA ColumbiaSIPA Columbia.SIPA SIPAatColumbia SLIDE DECK BY KAITLYN WELLS COLUMBIA UNIVERSITY SIPA 41
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