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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CASE V Conference - 2011

  1. 1. Build. Engage. Integrate.Using Social Media to Strengthen andProtect Your Community and Brand
  2. 2. Using Social Media to Strengthen and Protect Your Community and BrandEric PageAssistant DirectorCreative ServicesThe University of Iowa
  3. 3. If a tree falls in the forest and no one isthere to hear it, does it make a sound?
  4. 4. 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.
  5. 5. 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%)
  6. 6. More numbers Monthly active users increased from 12,917 to a peak of 54,144. Age 25+ audience grew from 53% to 63%
  7. 7. Promotion YouTube videos featuring our mascot, Herky Daily/weekly graphics Mass email, business cards, Facebook ads, cross posting, audience sharing, publication features
  8. 8. YouTube videosBlack and Gold Swan Knows the Drill Chemistry
  9. 9. 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
  10. 10. It’s not the size of the dog in the fight, butrather the level of engagement that matters.
  11. 11. 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.
  12. 12. Examples of Engagement Texas A&M  Scavenger hunt Baylor Athletics  Ohio State  O-H-I-O photos
  13. 13. 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
  14. 14. Themed events Commencement Welcome Week Halloween Homecoming
  15. 15. It’s steak and potatoes, not steak and steak.
  16. 16. 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
  17. 17. What’s the point of all this twittering anyway?
  18. 18. 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.
  19. 19. Thank you Eric PageAssistant Director of Creative Services The University of Iowa @highedcm