CASE V Conference - 2011
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CASE V Conference - 2011

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Build, Engage, Integrate: Using Social Media to Strengthen and Protect Your Community and Brand

Build, Engage, Integrate: Using Social Media to Strengthen and Protect Your Community and Brand

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CASE V Conference - 2011 CASE V Conference - 2011 Presentation Transcript

  • Build. Engage. Integrate.Using Social Media to Strengthen andProtect Your Community and Brand
  • Using Social Media to Strengthen and Protect Your Community and BrandEric PageAssistant DirectorCreative ServicesThe University of Iowa
  • If a tree falls in the forest and no one isthere to hear it, does it make a sound?
  • Race to Black FridayThe Race to Black Friday was a Facebookfan race between the University of Iowaand the University of Nebraska to seewhich school could attract the largestaudience on Facebook before kickoff of theHeroes Game on Nov. 25.
  • By the numbers Totallikes = 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%)
  • More numbers Monthly active users increased from 12,917 to a peak of 54,144. Age 25+ audience grew from 53% to 63%
  • Promotion YouTube videos featuring our mascot, Herky Daily/weekly graphics Mass email, business cards, Facebook ads, cross posting, audience sharing, publication features
  • YouTube videosBlack and Gold Swanhttp://www.youtube.com/watch?v=wHMBcSEpDSEHerky Knows the Drillhttp://www.youtube.com/watch?v=_qEd4_CbDmoCheerful Chemistryhttp://www.youtube.com/watch?v=1ny3fBsMlwg
  • Big Ten Facebook growth Northwestern Nebraska Iowa Illinois Minnesota Purdue Indiana WisconsinMichigan State Penn State Michigan Ohio State 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000
  • It’s not the size of the dog in the fight, butrather the level of engagement that matters.
  • Your Audience is Your BrandEngage your audience(s) in a way thatinspires members to share elements oftheir experience so that the collectiveinteraction across your social mediaplatforms tells your institution’s story ina positive, authentic way.
  • Examples of Engagement Texas A&M  Scavenger hunt Baylor Athletics  http://www.baylorboldrewards.com/ Ohio State  O-H-I-O photos
  • Some things we do at Iowa Facebook posts  From the Archives  Did You Know?  Word Association Wednesday  Faculty Features videos  Fill in the Blank Friday Regular photo galleries from campus  Football games Foursquare  Mayor of the Week
  • Themed events Commencement Welcome Week Halloween Homecoming
  • It’s steak and potatoes, not steak and steak.
  • Integrate platforms Have a goal  What are you trying to accomplish? Have a plan  Platforms should work together to reach the goal, complementing each other rather than delivering identical content. Integrate with traditional media
  • What’s the point of all this twittering anyway?
  • 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 Tech  Social media can save lives.
  • Thank you Eric PageAssistant Director of Creative Services The University of Iowa @highedcm http://www.highedcm.com