Overview of Social Media and Campaigns at UW-Madison
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I gave a presentation about UW-Madison social media and our campaigns to http://www.niatx.net/summit2012.
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Overview of Social Media and Campaigns at UW-Madison
- 2. Who I Am and What I Do • Alex Kowalsky • @a_kowalsky on Twitter • University Communications • Social Media Manager • Senior, Journalism and Political Science major • Learned by doing and playing
- 3. @UWMadison& #UWSocial • Grassroots, decentralized • Madison is a Petri dish • Constantly evolving • Engagement • I’m only the first intern
- 5. #UWSocial Success •Explosion of content, accounts •Creation of #UWSocial community •Generating campus buy-in and participation •Management of a diverse community •Focused, integrated campaigns and strategy
- 9. What Success Looks Like Our unique model Amplify brand/pride Key areas of impact Collaboration Impossible to quantify Staying true to philosophy
- 10. UW-Madison Campaigns • #UWstatefair • #FindUW • The Bucky Challenge • #UWRightNow
- 11. UW-MADISON DAY AT THE WISCONSIN STATE FAIR AUG 8, 2011
- 13. #FINDUW SOCIAL MEDIA SCAVENGER HUNT AUG 31-SEPT 2, 2011
- 15. THE BUCKY CHALLENGE SOCIAL + SCHOLARSHIPS SEPT 16-OCT 3, 2011
- 16. Promotion On Wisconsin feature Alumni e-news Website Facebook ads Social spread Bus ads News releases Targeted alumni emails
- 19. What Next? Grow, but organize A community home Metrics and follow-up New platforms? “Where we’re going we don’t need roads.”
- 20. Social Media 101
- 22. Facebook 101 •mashable.com/guidebook/facebook • Do it right, learn the platform • Define a schedule for your content • Know your audience • Engage, not broadcast • Powerful for advertising •Challenges: changes often, difficult to engage
- 24. The Twitterverse •mashable.com/guidebook/twitter • Challenge of 140 characters • Broadcast and listen • Micro-blogging and then some • Fast and complex •Hashtags
- 26. YouTube • mashable.com/2011/04/21/pr-pro-youtube-guide • Extend your brand • Built-in measurement • Going viral • Changing the world
- 28. Linkedin • “Non-sexy, sleeping giant of social networks” • Not sure about that – but it’s possible • Profile • Connections • Groups • Companies • Jobs • Premium Account
- 29. Best Practices and Key Insights • Rome wasn’t built in a day • Time + manpower • Establish consistent voice • Quality before quantity • Know your audiences
- 30. Guess How Much We Couldn’t Cover!
Notes de l'éditeur
- Social media has been a rocketship here over the past three years10 year career on campus, and can tell you that the work, most satisfying of my career.Done this in a way that’s very unusual, different from many other institutionsChanneled the passion and knowledge of campus employees who wanted to participateIt’s a big tent, and we’ve found room for everyoneDoing so, build a very effective grassroots org, in line with the spirit of social mediaWe’re doing this to build engagement – and hopefully people will share what we’re doing online – to build better connections to the university as alumni, donors and ambassadors
- House of Brands v. Branded HouseSome units are very active, others are notDiverse missions and visions, but they are all “UW”Some have found success in very nice areas – Economics uses it for career advice, IAP uses it to connect students to study abroad, schools/college use it for news promotion
- Shared our philosophy, accomplishments, community building, managementConcrete campaings, tactics that we employHope you can find something take back to use
- Boulder at the top of the hill—Several nice nods to successes:27th in the world Times Higher Ed Reputation Rankings Most buzzed aboutGlobal Language Monitor Top Internet Brand Equity of 2010A top Klout ranking, winners of their recent national championship– thanks to everyone who vote
- Follower counts aren’t the be all and end all, but…. When you’re approaching 1m, time to tweet about it.Facebook and TwitterAcross campus (not unique)
- This isn’t quite the same as websites with Google Analytics – in most cases (like ours) limited staff that actually comprehends what success looks like Huge challenge to show ROI
- We’ll get into hashtags more – but bare with me if you don’t understand
- Working together … leverage power of the institution to achieve our goalsFirst cross-campus attempt at such a high-level of coordination … most (if not all) participate thru SoMe all summer
- Have fun!Perfect storm, high awareness, thanks to:--Engaging content--Summer slow time for marketing--Great weather
- Next: #FindUWShared goal: introduce new students to campus, showcase university resources to all30 second summary:--3 days … tweeted clues … 17 prices ….
- (More results)--1,400 web visitors … 860 tweets … 140 students who were all “VERY EXCITED”LESSONS:--Older students more engaged, so need to teach new students about social media, and resources--Too long, difficult to manage at times, need total focus and central person (or team)Redoing this year – target new students, get them on the platforms, focus on campus resources
- TBC = biggest full-scale social media campaign campus has ever attemptedHarness power of university, waa and uwfUnique opportunity from engaged alum … stay connected to your alma materChallenge ran two weeks
- WBHMake it easy, esp for first-time donors “Four simple clicks”Promotion
- Nearly 20,000 new fans and followers to 4 accounts$19,432 for Great People
- 1,018 stories, photos, videos or tweets were posted to the siteNearly 14,000 unique visitors came to the siteSubmissions came from all 50 states and 66 countriesVisitors spent an average of five minutes on the site20 percent of visitors used mobile devices, such as smartphones, to access the siteThe site was shared nearly 8,000 times via Facebook and TwitterMOST AGGRESSIVE AND MASSIVE MULTIMEDIA PROJECT IN HISTORY OF CAMPUS80% USER, 20% UCOMM
- This is changing everydayAdapt, evolve, etc
- Most confusing slide everCan seem as a foreign language Strategy Features Challenges
- FEATURESHardBut if you it right – replaces website Facebook is more visual than ever Know your audienceFacebook advertising is a whole other monsterFeaturesAdvertising is huge, can be affordable and very pin-pointed Not as easy to engage – too easy to fall into the trap of broadcasting
- Know your way around Instagram piece – at least 20% of what you should be doing is photo New to social media? Where to start --- replacing websites, more and more, targeted advertising, it’s all integratedStrategy Use photos, schedule posts, be timelyChallenges - Not the same kind of engagement, the UW effect – can get people to click like on anything
- FEATURESUW’s strongest platform1 to 1 connectionsNew students, #uwsoar, #uwgrad, #studystrong, #uwrightnow, #badgersTours and accepted students Customer service from the topPersonification of the university Celebrity quality
- Mashable guideMentionsHashtagsEvent coverageNews, celebrities, governmentFeatures - Real time, fast, quickChallenges- Takes a while to learn, very fast – so many different tools
- Social is visual, video takes it to the next stepAnd YouTube is why Have to dedicate resources and timeHD video is best Most amount of skills involvedFEATURESVery accessible, dominant in video sharing, easy to share Measurement built in Excellent way to break the ice because nothing online is as personal and human as video
- More than a third of the most-watched videos came from citizens. Than more half came from news organizations, but footage in those videos sometimes incorporated footage shot by YouTube users.Strategy Challenges Worth putting the time into it Don’t fall into the trap of trying to make something viral How does video fit within our larger communications strategy?What is the story we would like to tell with a video? Is video the best way to share that story?What does success look like?How will we respond if our video receives little attention or negative attention?
- Social networking and LinkedIn puts the networking inAdmirals CEO exampleDoes it work?Spammy? FEATURESGreat iPad appPretty easy to navigate Resume and networking online Can follow companies and brands just like Facebook – but easier to connect them to job information
- StrategyNot sure about that Seems people mostly share industry related articles and their portfolio Challenges Focused on yourself, usually Trying to get a job, contract, etc. Also has premium features for job seekers – different than other platformsStarting at $15.95 per month, LinkedIn has premium subscription plans for businesses, job seekers, recruiters and more.One of the distinguishing features of most upgraded accounts is the ability to send InMail to anyone.All about leveraging your profile and connections to meet people and find opportunities Does it work? Maybe.NOT REALLY A NATURAL FIT FOR ORGANIZATIONS UNLESS YOURE LOOKING TO HIRE OR FIND A NEW JOB
- ManpowerResources TIMERome wasn’t built in a day This isn’t a dedicated job, this is part of a larger portfolio It’s not the size that counts – it’s how you use it BE VISUAL Timing is everything – be strategic
- Let’s be clear this was only an hour --- I literally spend hours on all of these platforms and more – everyday – on my phone, ipad and laptop We didn’t even touch G+, Tumblr, Pinterest, Foursquare, Reddit, Google tools, etc. Stay hungry – stay foolish.
- GraduatingMay 2013Happy to help or adviseWill take questions via email or tweet