3. The
Speakers
Laura Brinn, Global Communications
Debbe Geiger, DukeMedicine
Wendy Livingston and J. Caldwell, The Nasher
Orla Swift, Sarah P. Duke Gardens
Aaron Welborn, Duke Libraries
Ashley Wolf, Duke Athletics
9. Several 30 Kaixin
40m
Sina
Weibo
70m
social networks
exist in China Age
RenRen
95m
Douban Penayou
20m
80m 51.com
40m
Qzone
190m
10
urban rural
Location
graph modified from TechRice.com
28. DukeMedicine Social Media Goals
• Build audience
• Position DukeMedicine as local and national
healthcare leader
• Encourage engagement and information
sharing
• Drive traffic to DukeHealth.org
47. Who are our online visitors?
What do they like?
48.
49.
50. “Olafur Eliasson needs you. His art is not
just the objects or environments he creates,
but more so the experiences people have
in these spaces. Without you, this work is
incomplete.”
94. Thank You!
• S.M.U.G.
Co-chairs:
Beth Doyle, Head of Conservation Services
Amy McDonald, Assistant University
Archivist
• Michael Daul
• Tom Crichlow
• Sean Aery
• Cara Rousseau and Jonathan Lee
• Thanks to All Y’all, Too!
117. Next
Up
Tawnee Milko
Nicholas School of the
Environment
118. Collaborative Blog
Management
Building and Coordinating
the Nicholas School of the
Environment Blogs
Tawnee Milko
Presentation to Duke Communicators
January 24, 2013
119. MISSION:
To open a window on the
classes,
travels,
research,
internships,
and events
that comprise the Nicholas School experience.
120. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
121. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
122. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
126. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
127. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
128.
129.
130. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
131. Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
132. Title in Garamond 3 here
Subtitle to go here in interstate
Both fonts can download at
http://www.duke.edu/styleguide.html
William Chameides
Dean of the Nicholas School of the Environment
133. Blogging Efforts: A Success?
Past 22,457 page views
Month 12,624 visits
Since 137,000 page views
April 69,00 visits
136. Management Requires A
Communications Team Effort
1. Director of Web Projects
2. Art Director
3. Staff Specialist
4. Director of Marketing Communications
5. Communications Office Blogging Team Liaison
6. Blogging Team (Student) Leader
137. Management Requires A
Communications Team Effort
1. Director of Web Projects
2. Art Director
3. Staff Specialist
4. Director of Marketing Communications
5. Communications Office Blogging Team Liaison
6. Blogging Team (Student) Leader
Notes de l'éditeur
Very few examples from other schools
Very few examples from other schools
Thought about audiences and the networks with critical mass of those audiences. With guidance from colleagues in China and Chinese students, we decided on Renren and SinaWeibo
Students borrow from Duke on Facebook/TwitterFocus on content of interest to global users Use rich media when we can Video is a challengeGuidelines for frequency, timing and contentSimilar to our U.S. accounts with less frequency
Students watch brand mentions and respond to commentsStaff rely on students for monitoring and analytics
Examples:Pratt School of Engineering Nicholas School of the EnvironmentDuke Global Health InstituteDuke Summer College for High School Students
Replace with screen shot from Christine when it’s sent
I manage DukeMedfacebook and twitter pages, and DUH facebook pages. Together they have about 27,000 fans.
My office also manages Duke Ortho and Duke Cancer’s facebook and pages. We use Sprout Social to keep track of everything. It’s a great, visual, one-stop shop to see what everyone is doing. $39 per person in our office.
Great to keep track of what people are saying on each page. That way if someone’s out, someone can always monitor the pages. Generates easy to read reports, lets us know what about the demographics of our followers.
We have several goals for social media.
Mostly I post news items that I think will interest people. Whenever possible I combine that with a doctor being on TV, or something I’ve written for Dukehealth.org. Sometimes my posts are about featuring a doctor who has been quoted in a major media outlet.
Any time a Duke researcher publishes a study that is picked up by the media, I reference it – so you could say this is a combination of promotion and news. It meets our goal of positioning Duke as a leader in research and clinical innovation. Also use the pages to feature other news I think will interest fans and I always encourage them to like or comment on the posts as much as I can.
Other times I’ll write a piece for Dukehealth.org about news I think is timely as was the case with this story on the flu shot and pregnant women.
I’ve got about 14k followers on twitter and I mostly tweet out news that I think people can use. Every time a Duke physician is quoted in respected publication, I’ll tweet that out. I don’t always say that’s why, I figure people can read the article if they choose and then they’ll see our physicians are among the national experts quoted.
Each day I go through the news and search the web through sprout social and queue up my twitter feed. I have it set up to send out tweets four times at odd hours during the morning, afternoon and evening.
Whenever I am promoting a service I try to position it as a public service. Recently there was a story about a new eye test to predict glaucoma risk so I used it as a call to action to get people to call the Eye Center for an appointment.
Research shows that photos really drive engagement more than links and the proof is in the post.
Whenever I ask patients to share their stories, even in an unassuming way, I amazed at the response. I have to be careful because of HIPAA how I do that, so I keep it really general and people appear interested in sharing their stories.
Finally, I have done a few promoted posts with some great success. I learned this from the Mayo Clinic, which has close to 700,000 fans and does a lot of promoted posts. When we have some good news to share about the hospital, we pay to promote it, and so far it has been successful in reaching our social media goals that I outlined before.
At the Nasher Museum, we care about social media because it connects online visitors with the museum, and connects in-person visitors with online visitors.
We’ll use something simple, like Post-it Notes or printed sheets, to ask visitors what they think. Then we’ll post their submissions online. This campaign, which J invented, complemented our Alexander Calder show last spring.
This was our favorite.
We don’t want to tell visitors what to think about the art we present.
We want to know their reactions to art, however.
We want to somehow convey that any reaction, or connection that a visitor makes to art, is okay. This picture is awesome, but we didn’t take it! This kid’s mom or dad took it, and it was automatically shared on Flickr. And eventually, on Facebook, to much acclaim!
J has used Google analytics for the past eight months to discover that our web visitors (and those who read our e-newsletter, and connect on Facebook) are mostly from Durham and the Triangle. Based on visitor responses, we know they like Durham, artists, art and the ever elusive “engaging content.” But not everything we do is a homerun!
Last summer, the Olafur Eliasson exhibition was a bit unusual because we put a call to action right on the gallery wall.
Read first sentence aloud.
The artist gave all visitors permission to take pictures of the work. That’s pretty unusual! We put a camera in the gallery; the pictures that visitors took showed up quickly on a nearby screen.
We asked visitors, “Why do you like art museums?” And we put their clever responses online. This was our cover photo on Facebook! Equal billing with Gauguin, which is our current cover photo.
The art made more sense, and had more meaning, because visitors engaged with it.
This is sort of related … something we talk about a lot. What about voice? We’re talking about tone, and we’re talking about PRONOUNS.
We and YOU sounds about right to us.
What’s great on Twitter can fall flat or be confusing as heck on Facebook. THANK YOU! Any questions?