Viral Outreach: Blending Online and Offline Social Networks

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A joint talk with Marian Fragola and Mike Nutt on using video to create viral outreach. My portion begins with the Assessment slide and discusses Google Analytics Campaign Tracking for web call-to-actions. Presentation happened at North Carolina Libraries Association state conference in October, 2013.

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Viral Outreach: Blending Online and Offline Social Networks

  1. 1. Viral Outreach: Blending Online and Offline Social Networks Mike Nutt, Marian Fragola, Charlie Morris
  2. 2. Video  Landscape  
  3. 3. M  &  D  2013  Sabotage  
  4. 4. New  Spice  |  Study  like  a  scholar,  scholar  
  5. 5. 3,305,438   views  
  6. 6. ProducGon   Costs  
  7. 7. Libraries  Will  Survive  
  8. 8. 143,585  views  
  9. 9. UMD  "Gangnam  Style"  Parody  강남  스타일  
  10. 10. 194,904  views  
  11. 11. Strategy   flickr.com/photos/jasonahowie/8583949219
  12. 12. Making  Something   Small  .  .  .  and  great     Appropriatre    
  13. 13. Watershed  Moment    
  14. 14. Our  Video  
  15. 15. Timeliness     Timeliness  
  16. 16. Investment   1  week  planning   2  weeks  shooGng   10  hours  ediGng  plus  20  hours  exporGng   staff  Gme   in-­‐house  video  ediGng  experGse  and  equipment   ipod  shuffle  -­‐  approx  $70  (prize  for  winner)   Calling  in  favors  for  “celebrity”  appearances   Asking  our  users  to  watch  video,  parGcipate  in   contest,  care  
  17. 17. Assessment  
  18. 18. Got  some  views?  
  19. 19. Boss  happy?  
  20. 20. Anything  else?  
  21. 21. Call  to  AcGon  
  22. 22. Donate  
  23. 23. Come  to  an  event  
  24. 24. Volunteer  
  25. 25. Talk  to  a  librarian  
  26. 26. Assessment  problem:  
  27. 27. Hard  to  measure  
  28. 28. What  about…  
  29. 29. a  web  Call  to  AcGon?  
  30. 30. We  can  measure  that.  
  31. 31. Image  source  hfp://www.jxtgroup.com/tag/google-­‐analyGcs  
  32. 32. Do  you  know  GA?  
  33. 33. It  tracks  hits  
  34. 34. Pageviews  for  blogpost:  “NC  State  Officially  Dedicates  the  Hunt  Library”  
  35. 35. General  where  info  
  36. 36. Pageviews  for  blogpost:  “NC  State  Officially  Dedicates  the  Hunt  Library”  
  37. 37. Great!    But,  
  38. 38. Did  our  video  drive  this  traffic?  
  39. 39. You  don’t  know.  
  40. 40. Campaign  Tracking  
  41. 41. Specific  where  info  
  42. 42. How  it  works:  
  43. 43. Metadata  
  44. 44. Packed  onto  a  link  
  45. 45. What  metadata?  
  46. 46. Campaign  name,   Video  name,   CommunicaGon  medium.   Whatever  facet  is   important  to  you.  
  47. 47. Just  add  it  to  the  URL:  
  48. 48. hfp://www.lib.ncsu.edu/ bookmove? utm_source=youtube&utm_ medium=shorturl&utm_cont ent=in-­‐ video&utm_campaign=relay-­‐ promo    
  49. 49. URL  Builder  Form:   bit.ly/campaign-­‐builder  
  50. 50. For  calls  to  acGon  that   display  the  URL:   •  bit.ly   •  Gnyurl.com   •  go.ncsu.edu  
  51. 51. Create  unique   campaign  URL  for  each   unique  effort  
  52. 52. And  GA  will  give  you   concrete  data  
  53. 53. Tip:  spreadsheet  
  54. 54. Campaign  Tracking:   For  web  calls  to  acGon  
  55. 55. Lessons Learned
  56. 56. Facebook  =  Strange  Metrics  
  57. 57. Contestants must successfully answer questions about the identities of the people in the bookBot Relay. Go to our Facebook Page to take the quiz and submit your entry. Entrants tied for the highest number of correct answers will be put in a drawing for an iPod shuffle (one winner). The bookBot Relay Contest is designed for current students, faculty, staff, and alumni of North Carolina State University, but anyone is welcome to submit an entry. Staff of NCSU Libraries is not eligible for the prize drawing. Entries will be accepted until the end of the Closing Ceremony of the Olympic Games, Sunday, August 12 (exact time TBD). Entries received after that time will not be eligible for prizes. One entry per person, please. For an answer to be correct, both the person’s first and last name must be correct. Spelling does not count, but answers must be recognizable to the judges. The winner will be announced and contacted the week of August 13. Check our Facebook Page for the all correct answers on August 13. - See more at: http://news.lib.ncsu.edu/?s=bookbot+relay#sthash. 5cFQ9MA8.dpuf s   le Ru st   te on C
  58. 58. Summer     School  
  59. 59.     Facebook   ≠   YouTube    
  60. 60. What  do  you  think?  

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