CASE V Conference - 2011
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Transcript of CASE V Conference - 2011
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Build. Engage. Integrate.Using Social Media to Strengthen and Protect Your Community and Brand
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BUILD. ENGAGE. INTEGRATE.Using Social Media to Strengthen and
Protect Your Community and Brand
Eric PageAssistant Director Creative ServicesThe University of Iowa
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BUILD THE AUDIENCEIf a tree falls in the forest and no one is there to hear it, does it make a sound?
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Race to Black Friday
The Race to Black Friday was a Facebook fan race between the University of Iowa and the University of Nebraska to see which school could attract the largest audience on Facebook before kickoff of the Heroes Game on Nov. 25.
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By the numbers
Total likes = 52,144 (up 245%) New likes = 37,527 (up 1,089%) Unsubscribes = 1,058 (up 622%) Wall views = 179,972 (up 649%) Post views = 8,818,305 (up 431%) Post feedback = 73,798 (up 1,578%)
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More numbers
Monthly active users increased from 12,917 to a peak of 54,144.
Age 25+ audience grew from 53% to 63%
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Promotion
YouTube videos featuring our mascot, Herky
Daily/weekly graphics Mass email, business cards,
Facebook ads, cross posting, audience sharing, publication features
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YouTube videos
Black and Gold Swanhttp://www.youtube.com/watch?v=wHMBcSEpDSE
Herky Knows the Drillhttp://www.youtube.com/watch?v=_qEd4_CbDmo
Cheerful Chemistryhttp://www.youtube.com/watch?v=1ny3fBsMlwg
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Ohio State
Michigan
Penn State
Michigan State
Wisconsin
Indiana
Purdue
Minnesota
Illinois
Iowa
Nebraska
Northwestern
0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000
Big Ten Facebook growth
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ENGAGE THE AUDIENCEIt’s not the size of the dog in the fight, but rather the level of engagement that matters.
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Your Audience is Your Brand
Engage your audience(s) in a way that inspires members to share elements of their experience so that the collective interaction across your social media platforms tells your institution’s story in a positive, authentic way.
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Examples of Engagement Texas A&M
Scavenger hunt Baylor Athletics
http://www.baylorboldrewards.com/ Ohio State
O-H-I-O photos
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Some things we do at Iowa Facebook posts
From the ArchivesDid You Know? Word Association WednesdayFaculty Features videosFill in the Blank Friday
Regular photo galleries from campusFootball games
Foursquare Mayor of the Week
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Themed events
Commencement Welcome Week Halloween Homecoming
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INTEGRATE PLATFORMSIt’s steak and potatoes, not steak and steak.
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Integrate platforms
Have a goalWhat are you trying to accomplish?
Have a planPlatforms should work together to reach the
goal, complementing each other rather than delivering identical content.
Integrate with traditional media
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WHY DO WE DO THIS? What’s the point of all this twittering anyway?
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True value of social media Penn State and Syracuse
You can’t control the conversation, but you can own it and influence its direction.
Virginia TechSocial media can save lives.
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Thank you
Eric Page
Assistant Director of Creative Services
The University of Iowa
@highedcm
http://www.highedcm.com
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