PRO Case Study
Case Study: How a University Embraced Social Media and Scored Millions in YouTube Views
by Nettie HartsockCompany: Carnegie Mellon University
Contact: Jay Brown, Associate Director of Marketing for Web Communications
Location: Pittsburgh, PA
Industry: Higher Education
Annual revenue: Confidential
Number of employees: 4000
Quick Read:
In October 2006, Carnegie Mellon completed a Web 2.0-focused Web site redesign, created with the help of digital marketing agency Barkley REI, based in Missouri.
The redesign put in place the foundation for a plan to create and execute an ongoing social media campaign in Fall 2007. The campaign's goal was to increase the visibility of Carnegie Mellon online and increase brand awareness among students and alumni.
The university intended to highlight its professors, alumni, students, and curriculum by launching a series of online videos. It also hoped to connect on a deeper and viral level with its 70,000 plus alumni to help build the university's presence and outreach, offline and online.
Sign up for a 2-Day Free Trial »
Learn more about PRO Membership »
Rate this case study
Overall rating
Not a member? Sign up...it's free! Log in to add a comment!
Editors' PRO Picks
-
On Demand Seminar: Growing & Engaging Your Subscribers, Fans, and Followers
Presenter: Jeff Rohrs
Learn how to effectively grow your fans, followers, and subscribers with integrated social media and email marketing. more -
Take 10 Author Series: How to Fascinate People With 7 Key Triggers
This webcast with Sally Hogshead covers key ideas from her best-selling book, Fascinate: Your 7 Triggers to Persuasion and Captivation. more
-
On Demand Seminar: B2B Social Media Marketing Power Hour
This FREE preview of SocialTech '12 helps you discover essential elements of powerful B2B social media marketing. more
-
Take 10 Author Series: How to Be Bold With Your Social Business Agenda
In just 10 minutes, Sandy Carter, author of Get Bold: Using Social Media to Create a New Type of Social Business, shares how to create a social business agenda more
-
Improve Your Small Business Marketing
Learn everything you need to know to grow your small business—from taglines, to plans, to websites, and more—in our handy, 65-page guide, DIY Marketing Essentials for Small Business. more
-
Tame the Giant: The Complete Field Guide to Facebook Marketing
Get the most out of your Facebook presence with our new, 55-page guide to Facebook marketing. more
What's New
Facebook Ad Spend Growth Outpacing Paid SearchSocial MediaPosted 2/10/2012 8:00:00 AM
Social Media Users Prefer Social Login Over ...Web SitesPosted 2/9/2012 8:00:00 AM
Luxury Shoppers Use Social Media to Flaunt ...Customer BehaviorPosted 2/8/2012 8:00:00 AM
Android Gains in Smartphone Market, Apple Also ...MobilePosted 2/7/2012 8:00:00 AM
Optimizing the Customer Journey: Strategy and Case StudyAttendee rating:
B2B Social Media Power HourAttendee rating:
- Website Translation: Conquering New Language Markets to Gain ...Attendee rating:
- Ad Copy
- Advertising
- B2B Marketing
- Benchmarking
- Blog Comments
- Blogging
- Brand Ambassadors
- Brand Awareness
- Brand Equity
- Brand Loyalty
- Brand Positioning
- Branding
- CAN-SPAM
- Career Management
- Case Studies
- Channel Marketing
- Chief Marketing Officer
- Collaboration
- Community
- Content
- Content Marketing
- Copywriting
- Creative Briefs
- Creativity
- CRM
- Customer Acquisition
- Customer Behavior
- Customer-Centric
- Customer Engagement
- Customer Experience
- Customer Loyalty
- Customer Relationships
- Customer Retention
- Customer Satisfaction
- Customer Service
- Digital Marketing
- Direct Marketing
- E-Commerce
- Economic Crisis
- Email Campaigns
- Email Deliverability
- Email Lists
- Email Marketing
- Email Service Providers
- Email Subject Lines
- Green Marketing
- High-Tech Marketing
- Hiring Outside Resources
- Hispanic Marketing
- Interactive Marketing
- International Marketing
- Keywords
- Landing Pages
- Lead Generation
- Lead Nurturing
- Logos
- Management
- Market Research
- Marketing Analytics
- Marketing Budgets
- Marketing Challenges
- Marketing Dashboards
- Marketing Inspiration
- Marketing Operations
- Marketing Plans
- Marketing Smarter
- Marketing Strategy
- Marketing Tips
- Measurement
- Metrics
- Mobile Marketing
- Naming
- New Media
- Newsletters
- Non Profits
- Online Marketing
- Permission Email Marketing
- Personal Branding
- Personalization
- Positioning
- Positioning Statements
- PowerPoint
- PPC Campaigns
- Press Kits
- Pricing
- Print Collateral
- Product Management
- Product Marketing
- Promotions
- Public Relations
- Public Speaking
- Recession
- Referrals
- Research Summaries
- ROI
- Sales
- Search Engine Marketing
- Search Engines
- Segmentation
- SEO
- Services Marketing
- Small Business
- SMS
- Social Media
- Social Networking
- Sponsorship
- Surveys
Join over 434,000 members ... SIGN UP!
Already a member? Sign In!
