0
Viral Outreach: Blending
Online and Offline Social
Networks
Mike Nutt, Marian Fragola, Charlie Morris
Video	
  Landscape	
  
M	
  &	
  D	
  2013	
  Sabotage	
  
New	
  Spice	
  |	
  Study	
  like	
  a	
  scholar,	
  scholar	
  
3,305,438	
  
views	
  
ProducGon	
  
Costs	
  
Libraries	
  Will	
  Survive	
  
143,585	
  views	
  
UMD	
  "Gangnam	
  Style"	
  Parody	
  강남	
  스타일	
  
194,904	
  views	
  
Strategy	
  

flickr.com/photos/jasonahowie/8583949219
Making	
  Something	
  
Small	
  .	
  .	
  .	
  and	
  great	
  	
  
Appropriatre	
  	
  
Watershed	
  Moment	
  	
  
Our	
  Video	
  
Timeliness	
  	
  

Timeliness	
  
Investment	
  
1	
  week	
  planning	
  
2	
  weeks	
  shooGng	
  
10	
  hours	
  ediGng	
  plus	
  20	
  hours	
  exporGn...
Assessment	
  
Got	
  some	
  views?	
  
Boss	
  happy?	
  
Anything	
  else?	
  
Call	
  to	
  AcGon	
  
Donate	
  
Come	
  to	
  an	
  event	
  
Volunteer	
  
Talk	
  to	
  a	
  librarian	
  
Assessment	
  problem:	
  
Hard	
  to	
  measure	
  
What	
  about…	
  
a	
  web	
  Call	
  to	
  AcGon?	
  
We	
  can	
  measure	
  that.	
  
Image	
  source	
  hfp://www.jxtgroup.com/tag/google-­‐analyGcs	
  
Do	
  you	
  know	
  GA?	
  
It	
  tracks	
  hits	
  
Pageviews	
  for	
  blogpost:	
  “NC	
  State	
  Officially	
  Dedicates	
  the	
  Hunt	
  Library”	
  
General	
  where	
  info	
  
Pageviews	
  for	
  blogpost:	
  “NC	
  State	
  Officially	
  Dedicates	
  the	
  Hunt	
  Library”	
  
Great!	
  	
  But,	
  
Did	
  our	
  video	
  drive	
  this	
  traffic?	
  
You	
  don’t	
  know.	
  
Campaign	
  Tracking	
  
Specific	
  where	
  info	
  
How	
  it	
  works:	
  
Metadata	
  
Packed	
  onto	
  a	
  link	
  
What	
  metadata?	
  
Campaign	
  name,	
  
Video	
  name,	
  
CommunicaGon	
  medium.	
  
Whatever	
  facet	
  is	
  
important	
  to	
  you.	
...
Just	
  add	
  it	
  to	
  the	
  URL:	
  
hfp://www.lib.ncsu.edu/
bookmove?
utm_source=youtube&utm_
medium=shorturl&utm_cont
ent=in-­‐
video&utm_campaign=relay-­‐
p...
URL	
  Builder	
  Form:	
  
bit.ly/campaign-­‐builder	
  
For	
  calls	
  to	
  acGon	
  that	
  
display	
  the	
  URL:	
  
•  bit.ly	
  
•  Gnyurl.com	
  
•  go.ncsu.edu	
  
Create	
  unique	
  
campaign	
  URL	
  for	
  each	
  
unique	
  effort	
  
And	
  GA	
  will	
  give	
  you	
  
concrete	
  data	
  
Tip:	
  spreadsheet	
  
Campaign	
  Tracking:	
  
For	
  web	
  calls	
  to	
  acGon	
  
Lessons Learned
Facebook	
  =	
  Strange	
  Metrics	
  
Contestants must successfully answer questions about the identities of
the people in the bookBot Relay. Go to our Facebook...
Summer	
  	
  
School	
  
 

	
  
Facebook	
  
≠	
  
YouTube	
  	
  
What	
  do	
  you	
  think?	
  
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Viral Outreach: Blending Online and Offline Social Networks
Upcoming SlideShare
Loading in...5
×

Viral Outreach: Blending Online and Offline Social Networks

101

Published on

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.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
101
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "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?  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×