The Communications & Marketing team at UBC was producing rich and engaging brand stories, but the audience wasn’t what we hoped it would be. Our content strategy was disconnected from our social channels, and that link needed to be fixed.
This session will cover specific ways that we improved reach and engagement on UBC brand social channels by rapidly iterating, strategically investing, and leveraging existing content in new ways. By embracing new social features like Facebook and Twitter video, working closely with campus colleagues to amplify stories and demonstrate value, and breaking up long-form web content into bite-sized social shares, we were able to dramatically increase the reach of our UBC brand stories.
You’ll leave equipped with new data-driven strategies to grow your social reach and engagement, and inspired to share your institution’s stories with the world.
UNT Critical Digital Pedagogy: Designing for Agency in the Emerging Digital E...Rebecca Davis
What skills, abilities, and habits of mind do today’s graduates need for their careers and to solve complex problems in a constantly changing, globally-connected world? How do we integrate liberal education with learning in a digital context? The future of liberal education depends upon an integrative vision of digitally-informed learning that is not merely content delivery online but rather is reshaped in the same ways that digital learning has already fundamentally changed our culture. This talk will present a vision for implementing liberal education in the emerging digital ecosystem and developing a curriculum that scaffolds self-directed, digitally-augmented problem-solving from introductory to capstone level courses.
Whirlpool EMEA presents: Digital school, lesson 3. The third part of an online course about social media and digital life. In these slides you will understand how the communication has changed, from radio, print and tv to websites and, now, social media. For an integrated marketing and communication system.
UNT Critical Digital Pedagogy: Designing for Agency in the Emerging Digital E...Rebecca Davis
What skills, abilities, and habits of mind do today’s graduates need for their careers and to solve complex problems in a constantly changing, globally-connected world? How do we integrate liberal education with learning in a digital context? The future of liberal education depends upon an integrative vision of digitally-informed learning that is not merely content delivery online but rather is reshaped in the same ways that digital learning has already fundamentally changed our culture. This talk will present a vision for implementing liberal education in the emerging digital ecosystem and developing a curriculum that scaffolds self-directed, digitally-augmented problem-solving from introductory to capstone level courses.
Whirlpool EMEA presents: Digital school, lesson 3. The third part of an online course about social media and digital life. In these slides you will understand how the communication has changed, from radio, print and tv to websites and, now, social media. For an integrated marketing and communication system.
NCompass Live - July 20, 2022
http://nlc.nebraska.gov/ncompasslive/
WebJunction provides a range of library-specific, online, and on-demand courses and webinars to help meet your continuing education needs. Whether you are looking to pick up a new skill, or to find inspiration for a new idea, these resources can help you take the first, or next step. With the support of the Nebraska Library Commission, all of the content, webinars and courses are free, and you’ll find topics ranging from customer service to organizational management to space planning. Join this session for a tour of WebJunction and to hear about these flexible and dynamic learning opportunities!
Presenter: Kendra Morgan, Senior Program Manager, WebJunction.
Topics to be discussed and information to be shared during the meeting of the Library Representatives to the Missouri State University Libraries, held on Thursday, August 14, 2014.
Open Access at the Coal Face - Attitudes and Practical Responses (DARTS4)Yvonne Budden
Open Access is, arguably, one of the most disruptive changes to the scholarly communications environment since the invention of the internet. Staff in academic and research libraries have been facilitating this change and educating researchers about it since the first institutional repository was launched in 2000. But the pace of change has accelerated exponentially with the strengthening of the RCUK and Wellcome Trust mandates and the introduction of the HEFCE mandate among other funder moves in this area.
This talk will focus on the practical responses taken by the University of Warwick to cope with this change in all areas across the institution and the demands that this has placed on Library staff. It will focus on the Library perspective but also cover work done by the Research Office as well as the Graduate School and Student, Careers and Skills as part of a cross-institutional response. It will examine the practical challenges that we have faced in dealing with the new policies and some of the developments we have made to our institutional repository, WRAP (http://wrap.warwick.ac.uk) to support researchers wanting the advantages of open access. Additionally it will cover new areas of activity that have been undertaken by Library staff and offer a few of our ‘lessons learnt’ as well as a few future plans.
Finally the talk will discuss some of the early results from an institution wide survey of our researchers on their understanding of open access and attitudes to the process. This survey is an expansion of a survey that we ran in 2011 and the results will show whether or not the rapid changes and stronger funder mandates are really helping to win the hearts and minds of our researchers.
As a result of the advent of internet technologies supporting participation on the internet via blogs, wikis and other social networking approaches, chemists now have an opportunity to contribute to the growing chemistry content on the web. As scientists an important skill to develop is the ability to succinctly report in a published format the details of scientific experimentation. The Royal Society of Chemistry provides a number of online systems to share chemistry data, the most well known of these being the ChemSpider database. In parallel the ChemSpider SyntheticPages (CSSP) platform is an online publishing platform for scientists, and especially students, to publish the details of chemical syntheses that they have performed. Using the rich capabilities of internet platforms, including the ability to display interactive spectral data and movies, CSSP is an ideal environment for students to publish their work, especially syntheses that might not support mainstream publication.
As a result of the advent of internet technologies supporting participation on the internet via blogs, wikis and other social networking approaches, chemists now have an opportunity to contribute to the growing chemistry content on the web. As scientists an important skill to develop is the ability to succinctly report in a published format the details of scientific experimentation. The Royal Society of Chemistry provides a number of online systems to share chemistry data, the most well known of these being the ChemSpider database. In parallel the ChemSpider SyntheticPages (CSSP) platform is an online publishing platform for scientists, and especially students, to publish the details of chemical syntheses that they have performed. Using the rich capabilities of internet platforms, including the ability to display interactive spectral data and movies, CSSP is an ideal environment for students to publish their work, especially syntheses that might not support mainstream publication.
"Open Access at the Coal Face: attitudes and practical responses" Yvonne Budd...ARLGSW
Open Access is, arguably, one of the most disruptive changes to the scholarly communications environment since the invention of the internet. Staff in academic and research libraries have been facilitating this change and educating researchers about it since the first institutional repository was launched in 2000. But the pace of change has accelerated exponentially with the strengthening of the RCUK and Wellcome Trust mandates and the introduction of the HEFCE mandate among other funder moves in this area.
This talk will focus on the practical responses taken by the University of Warwick to cope with this change in all areas across the institution and the demands that this has placed on Library staff. It will focus on the Library perspective but also cover work done by the Research Office as well as the Graduate School and Student, Careers and Skills as part of a cross-institutional response. It will examine the practical challenges that we have faced in dealing with the new policies and some of the developments we have made to our institutional repository, WRAP (http://wrap.warwick.ac.uk) to support researchers wanting the advantages of open access. Additionally it will cover new areas of activity that have been undertaken by Library staff and offer a few of our ‘lessons learnt’ as well as a few future plans.
Finally the talk will discuss some of the early results from an institution wide survey of our researchers on their understanding of open access and attitudes to the process. This survey is an expansion of a survey that we ran in 2011 and the results will show whether or not the rapid changes and stronger funder mandates are really helping to win the hearts and minds of our researchers.
Social Media in a Academic Library: One piece of the puzzleUBC Library
Presentation by Jessica Woolman, Web Communications Coordinator at UBC Library, at the Canadian Library Association Conference May 28 - 31, 2014.
Social media tools, such as Facebook and Twitter, utilize an open environment with quick, real-time responses. Libraries have an opportunity to use social media as an outreach and engagement tool. But what does this mean for academic libraries, serving large populations of students, faculty and community members? UBC Library's experience using and managing multiple social media accounts will provide valuable insights to other libraries using social media. This session will utilize real-life examples and case studies that can be applied to any library organization.
Chemistry online is represented in various ways including publications, presentations, blog posts, wiki-contributions, data depositions, curations and annotations. Encouraging participation from the community to participate in and comment on the information delivered via these various formats would likely provide for a rich dialog exchange in some cases and improved data quality in others. At the Royal Society of Chemistry we have a number of platforms that are amenable to contribution. This presentation will provide an overview of our experiences in engaging the community to interact with our various forms of content and discuss new approaches we are utilizing to encourage crowdsourced participation.
Introducing the National Digital Stewardship AgendaMicah Altman
The National Digital Stewardship Agenda identifies the highest-impact opportunities to advance the state of the art; the state of practice; and the state of collaboration within the next 3-5 years.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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NCompass Live - July 20, 2022
http://nlc.nebraska.gov/ncompasslive/
WebJunction provides a range of library-specific, online, and on-demand courses and webinars to help meet your continuing education needs. Whether you are looking to pick up a new skill, or to find inspiration for a new idea, these resources can help you take the first, or next step. With the support of the Nebraska Library Commission, all of the content, webinars and courses are free, and you’ll find topics ranging from customer service to organizational management to space planning. Join this session for a tour of WebJunction and to hear about these flexible and dynamic learning opportunities!
Presenter: Kendra Morgan, Senior Program Manager, WebJunction.
Topics to be discussed and information to be shared during the meeting of the Library Representatives to the Missouri State University Libraries, held on Thursday, August 14, 2014.
Open Access at the Coal Face - Attitudes and Practical Responses (DARTS4)Yvonne Budden
Open Access is, arguably, one of the most disruptive changes to the scholarly communications environment since the invention of the internet. Staff in academic and research libraries have been facilitating this change and educating researchers about it since the first institutional repository was launched in 2000. But the pace of change has accelerated exponentially with the strengthening of the RCUK and Wellcome Trust mandates and the introduction of the HEFCE mandate among other funder moves in this area.
This talk will focus on the practical responses taken by the University of Warwick to cope with this change in all areas across the institution and the demands that this has placed on Library staff. It will focus on the Library perspective but also cover work done by the Research Office as well as the Graduate School and Student, Careers and Skills as part of a cross-institutional response. It will examine the practical challenges that we have faced in dealing with the new policies and some of the developments we have made to our institutional repository, WRAP (http://wrap.warwick.ac.uk) to support researchers wanting the advantages of open access. Additionally it will cover new areas of activity that have been undertaken by Library staff and offer a few of our ‘lessons learnt’ as well as a few future plans.
Finally the talk will discuss some of the early results from an institution wide survey of our researchers on their understanding of open access and attitudes to the process. This survey is an expansion of a survey that we ran in 2011 and the results will show whether or not the rapid changes and stronger funder mandates are really helping to win the hearts and minds of our researchers.
As a result of the advent of internet technologies supporting participation on the internet via blogs, wikis and other social networking approaches, chemists now have an opportunity to contribute to the growing chemistry content on the web. As scientists an important skill to develop is the ability to succinctly report in a published format the details of scientific experimentation. The Royal Society of Chemistry provides a number of online systems to share chemistry data, the most well known of these being the ChemSpider database. In parallel the ChemSpider SyntheticPages (CSSP) platform is an online publishing platform for scientists, and especially students, to publish the details of chemical syntheses that they have performed. Using the rich capabilities of internet platforms, including the ability to display interactive spectral data and movies, CSSP is an ideal environment for students to publish their work, especially syntheses that might not support mainstream publication.
As a result of the advent of internet technologies supporting participation on the internet via blogs, wikis and other social networking approaches, chemists now have an opportunity to contribute to the growing chemistry content on the web. As scientists an important skill to develop is the ability to succinctly report in a published format the details of scientific experimentation. The Royal Society of Chemistry provides a number of online systems to share chemistry data, the most well known of these being the ChemSpider database. In parallel the ChemSpider SyntheticPages (CSSP) platform is an online publishing platform for scientists, and especially students, to publish the details of chemical syntheses that they have performed. Using the rich capabilities of internet platforms, including the ability to display interactive spectral data and movies, CSSP is an ideal environment for students to publish their work, especially syntheses that might not support mainstream publication.
"Open Access at the Coal Face: attitudes and practical responses" Yvonne Budd...ARLGSW
Open Access is, arguably, one of the most disruptive changes to the scholarly communications environment since the invention of the internet. Staff in academic and research libraries have been facilitating this change and educating researchers about it since the first institutional repository was launched in 2000. But the pace of change has accelerated exponentially with the strengthening of the RCUK and Wellcome Trust mandates and the introduction of the HEFCE mandate among other funder moves in this area.
This talk will focus on the practical responses taken by the University of Warwick to cope with this change in all areas across the institution and the demands that this has placed on Library staff. It will focus on the Library perspective but also cover work done by the Research Office as well as the Graduate School and Student, Careers and Skills as part of a cross-institutional response. It will examine the practical challenges that we have faced in dealing with the new policies and some of the developments we have made to our institutional repository, WRAP (http://wrap.warwick.ac.uk) to support researchers wanting the advantages of open access. Additionally it will cover new areas of activity that have been undertaken by Library staff and offer a few of our ‘lessons learnt’ as well as a few future plans.
Finally the talk will discuss some of the early results from an institution wide survey of our researchers on their understanding of open access and attitudes to the process. This survey is an expansion of a survey that we ran in 2011 and the results will show whether or not the rapid changes and stronger funder mandates are really helping to win the hearts and minds of our researchers.
Social Media in a Academic Library: One piece of the puzzleUBC Library
Presentation by Jessica Woolman, Web Communications Coordinator at UBC Library, at the Canadian Library Association Conference May 28 - 31, 2014.
Social media tools, such as Facebook and Twitter, utilize an open environment with quick, real-time responses. Libraries have an opportunity to use social media as an outreach and engagement tool. But what does this mean for academic libraries, serving large populations of students, faculty and community members? UBC Library's experience using and managing multiple social media accounts will provide valuable insights to other libraries using social media. This session will utilize real-life examples and case studies that can be applied to any library organization.
Chemistry online is represented in various ways including publications, presentations, blog posts, wiki-contributions, data depositions, curations and annotations. Encouraging participation from the community to participate in and comment on the information delivered via these various formats would likely provide for a rich dialog exchange in some cases and improved data quality in others. At the Royal Society of Chemistry we have a number of platforms that are amenable to contribution. This presentation will provide an overview of our experiences in engaging the community to interact with our various forms of content and discuss new approaches we are utilizing to encourage crowdsourced participation.
Introducing the National Digital Stewardship AgendaMicah Altman
The National Digital Stewardship Agenda identifies the highest-impact opportunities to advance the state of the art; the state of practice; and the state of collaboration within the next 3-5 years.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
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Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
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Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...
Feeding the beast: Connecting UBC's content strategy and digital ecosystem
1. Feeding the beast
Connecting UBC’s content strategy and digital ecosystem
PSEWEB 2015
Houston White
Digital Marketing Specialist
@houstonw
2. UBC Digital Ecosystem | @houstonw
Digital Marketing Specialist
• UBC Communications and Marketing
• Part of the Brand Team
• Manage UBC Digital Marketing
initiatives
• Manage UBC’s central brand social
channels
• Set institutional social media
guidelines
• Support social media managers
across campus
Me!
3. UBC Digital Ecosystem | @houstonw
Goals
• To shape and elevate the university
brand
• To inspire the world to engage with
UBC
• To uncover, co-create and share
stories that bring the UBC brand to
life
Our digital ecosystem
4. UBC Digital Ecosystem | @houstonw
UBC redesign launched April 2014
• Old site described as conservative,
daunting, confusing, and text heavy
• Moved from functional and
informational to functional,
informational, and experiential.
• Go see Adrian’s talk at 4:15 pm
today!
UBC.ca
5. UBC Digital Ecosystem | @houstonw
UBC redesign launched April 2014
• Old site described as conservative,
daunting, confusing, and text heavy
• Moved from functional and
informational to functional,
informational, and experiential.
• Go see Adrian’s talk at 4:15 pm
today!
UBC.ca
6. UBC Digital Ecosystem | @houstonw
Primary Goals
1. Improve the delivery of information
2. Improve the functional elements
3. Deliver a better experience
Supporting objectives
• Communicate to our diverse
audiences strategically
• Be a demonstrated proof point of the
UBC brand
• Establish a means to measure and
monitor effectiveness
UBC.ca experiential layer
7. UBC Digital Ecosystem | @houstonw
High quality productions that:
• Tell stories that aren’t being told
• Resonate with key target audiences
• Increase the reach and engagement of UBC
Story Forms
• Informational, Episodic, Microsite, Longform
Professional-Quality Rich Media
• Photography, illustrations
• Video, animations
• Audio
Advanced Design and Development
• Responsive (mobile-friendly)
• Modern interaction design and web technologies
Case Study: Winter 2015 Feature Stories
UBC’s FACES OF
RESEARCH
8. UBC Digital Ecosystem | @houstonw
Faces of Research
Visual Story
• Editorial style photographs
of Vanier Scholars,
Canada Research Chairs,
and Royal Society Fellows
• 3 photos
• http://www.ubc.ca/stories/2015-
winter/faces-of-research.html
9. UBC Digital Ecosystem | @houstonw
Path to Research
Microsite Story
• Highlighted the different paths that
UBC researchers take to create new
knowledge in the world
• 6 research stages
• 14 researcher stories
• http://www.ubc.ca/stories/2015-
winter/path-to-research.html
10. UBC Digital Ecosystem | @houstonw
Smartest Coffee Talk
Episodic Video Story
• Three conversations between UBC
researchers walking through campus
• 3 long-form videos (15 minutes+)
• Split video into 9 short social clips
(<2 minutes)
• http://www.ubc.ca/stories/2015-
winter/smartest-coffee-talk-you-will-
ever-overhear.html
11. UBC Digital Ecosystem | @houstonw
Synapse of Discovery
Microsite Story
• Highlighted the brain research at
UBC’s Djavad Mowafaghian
Centre for Brain Health
• 10 brain research stories
• 5 interview videos with
Brain Research Centre Directors
• 1 patient story video
• http://www.ubc.ca/stories/2015-
winter/synapse-of-discovery.html
12. UBC Digital Ecosystem | @houstonw
Discoverability
• Our audience had trouble finding the
stories
• Implemented UI changes and
continue to improve the site
• We were overly relying on web traffic
and not leveraging our social channels
or campus colleagues
The challenge
13. UBC Digital Ecosystem | @houstonw
Principles of feature story distribution
•Actively bring our audience to our stories from social,
instead of expecting them to be passively discovered
•Organize long-form feature stories into mini narratives
for social media
•Tailor content to individual social platforms
•Work with communicators from faculties, units, and
departments mentioned in stories to further amplify
•Use Social Media Amplification Fund to target
audiences based on story content
The solution
14. UBC Digital Ecosystem | @houstonw
Leverage UBC communicators network
• 35 communicators contacted
• 50 departments, units, faculties
represented
Process
Feature Story Amplification Strategy
2015 Winter | Brand Social Channels
1
Communicator
Mapping
Document
communicators who
were involved in story
production or whose
units/faculty are
mentioned
2
Initial email
Notify communicators of
our timeline and sharing
plans, equip them with
assets, copy & links,
invite them to customize
messaging for their
audience/channels
3.1
Brand Channel
Sharing
Share story component
via brand social
platforms, mentioning
relevant unit/faculty/
schools.
4
Measurement
and analytics
Analyze reach,
engagement, and web
traffic related to brand
channel shares and story
component.
5
Micro-report out
Email communicators to
follow up, thank them for
amplifying, and provide
reach, engagement, and
web analytics to them.
6
Feature story
campaign report
Once feature story
campaign finishes,
aggregate data to
measure success.
3.2
Partner Channel
Sharing
Communicators share
story component via
unit/faculty/school
channels.
15. UBC Digital Ecosystem | @houstonw
Editorial calendar
Monday Tuesday Wednesday Thursday Friday SaturdaySunday
5
Vanier Scholars
8
Funding
9
The Research Team
7
The Genesis of the
Project Idea
11
Ethics Approval
12
The Research Activity
15
Knowledge
Mobilization
24
Path to Research
18
The non-linear path
Wade Davis
20
Choosing a discipline
Wade Davis
25
Andrew Baron
Genesis
26
Elizabeth Saewyc
Genesis
28
Andrew Baron
Funding
27
Jaqueline Firkins
Funding
29
Bob Hancock
Research Team
31
Corey Nislow
Research Team
30
Elizabeth Saewyc
Research Team
4 6 10
14
22
17
19 21
13 16
JANUARY
23
Anthropology to
botany
Wade Davis
3
Don M
Resear
2
Andrew Baron
Ethics
1
Bob Hancock
Ethics
9
Technology and
romance
Marina Adshade
15
Canada Research
Chairs
24
Mind v
Brain C
8 10
16 17
22 23
Synapse of Discovery
Monday TuesdSunday
FEBRUARY
16. UBC Digital Ecosystem | @houstonw
Editorial calendar
4
Corey Nislow
Research Activity
3
Don Mavinic
Research Activity
6
Jaqueline Firkins
Knowledge
Mobilization
7
Andrew Baron
Knowledge
Mobilization
5
Susan Crichton
Knowledge
Mobilization
2
Andrew Baron
Ethics
1
Bob Hancock
Ethics
14
Marriage and love
Marina Adshade
12
Love isn’t one-
dimensional
Marina Adshade
9
Technology and
romance
Marina Adshade
15
Canada Research
Chairs
24
Mind vs. Brain
Brain Centre Directors
27
Brain disease is on
the rise
Brain Centre Directors
25
Alzheimer’s
26
ALS
28
Mental Health and
Addiction
8 10 11 13
16 17 18 19 20 21
22 23
Synapse of Discovery
Monday Tuesday Wednesday Thursday Friday SaturdaySunday
FEBRUARY
READING WEEK
15
Royal Society of
Canada
23
Our forests are iconic
Richard Hamelin
1
Taking care of our
brains
Brain Centre Directors
9
Unlocking mysteries
Brain Centre Directors
2
MRI Research
3
Multiple Sc
10
Stroke
8
16 17
22 24
Monday TuesdaySunday
MARCH
17. UBC Digital Ecosystem | @houstonw
Editorial calendar
n
love
de
h and
18
Infected trees
Richard Hamelin
15
Royal Society of
Canada
27
Faces of Research
20
What you see isn’t
what you get
Richard Hamelin
23
Our forests are iconic
Richard Hamelin
1
Taking care of our
brains
Brain Centre Directors
4
The Golden Age of
Neuroscience
Brain Centre Directors
9
Unlocking mysteries
Brain Centre Directors
11
Marco’s Story
2
MRI Research
3
Multiple Sclerosis
5
Neurotrauma
6
Parkinson’s Disease
10
Stroke
8
25
The Smartest Coffee
Talk You’ll Ever
Overhear
12 13
16 17 19
22 24 26 28
7
14
21
Monday Tuesday Wednesday Thursday Friday SaturdaySunday
MARCH
18. UBC Digital Ecosystem | @houstonw
… to an integrated distribution campaign
• 50 days of social content
• 122 posts on Facebook and Twitter
• 4,761,230 impressions
• 2,234,864 engagements (Likes,
comments, shares, RTs, favourites,
clicks)
• 185,451 video views
• $10,753.59 spent from Social Media
Amplification Fund
Amplification
From four stories…
19. UBC Digital Ecosystem | @houstonw
Web traffic to stories
Channel Sessions
% New
Sessions
New Users Bounce Rate Pages/Session
Avg. Session
Duration
Social 16,891 69.17% 11,684 92.27% 1.09 00:26
Direct 6,382 67.49% 4,307 83.28% 1.63 1:40
Organic Search 3,354 49.91% 1,674 76.21% 1.30 1:01
(Other) 688 9.45% 65 72.38% 1.65 2:00
Referral 488 50.41% 246 73.77% 1.51 1:16
Email 22 18.18% 4 90.91% 1.18 0:41
Dates: Jan 1, 2015 - March 31, 2015
Source: Google Analytics
20. UBC Digital Ecosystem | @houstonw
Social referrals to stories Dates: Jan 1, 2015 - March 31, 2015
Source: Google Analytics
Social Network Sessions Pageviews Avg. Session Duration Pages / Session
Facebook 14,105 15,255 0:24 1.08
Twitter 2,270 2,647 0:42 1.17
LinkedIn 442 481 0:27 1.09
Google+ 43 52 0:42 1.21
Tumblr 19 20 0:07 1.05
21. UBC Digital Ecosystem | @houstonw
Facebook distribution Dates: Jan 1, 2015 - March 31, 2015
Source: Facebook Insights
Story
Number of
Posts
Impressions People Reached
Engagement (Likes,
Comments, Shares,
Clicks)
Engaged Users Video Views Spend
Faces of
Research
6
954,758 total
297,323 org.
657,435 paid
498,861 total
116,685 org.
382,176 paid
44,569 28,843 - $1,225.00
Path to Research 20
1,029,656 total
721,669 org.
307,987 paid
554,880 total
317,816 org.
237,064 paid
33,406 29,788 - $2,286.06
Smartest Coffee
Talk
10
1,379,154 total
573,319 org.
805,835 paid
721,480 total
220,296 org.
501,184 paid
20,847 17,996
144,821 total
57,044 org.
87,777 paid
$2,475.42
Synapse of
Discovery
14
813,892 total
607,923 org.
205,969 paid
444,160 total
260,250 org.
183,910 paid
11,281 12,255
39,376 total
25,918 org.
13,458 paid
$913.60
Total 50
4,177,460 total
2,200,234 org.
1,977,226 paid
2,219,381 total
915,047 org.
1,304,334 paid
110,103 88,882
184,197 total
82,962 org.
101,235 paid
$6,900.08
22. UBC Digital Ecosystem | @houstonw
What we learned:
• Social media is the largest source of visitors for
our feature stories
• Visitors from social media spend less time on a
page, and go to fewer pages per session
• Facebook is the social platform with the greatest
reach and engagement.
• Short, social video is a big driver of engagement
• Social spend was instrumental in targeting our
stories to relevant audiences
Key takeaways
23. UBC Digital Ecosystem | @houstonw
Key story-specific takeaways
Faces of Research
• Fewer shareable sections, but higher
reach and engagement.
• Users more likely to engage in
multiple ways than other stories.
Path to Research
• Second highest engagement.
• Cross-section of topics profiled
helped draw a diverse audience.
Smartest Coffee Talk
• Social clips from long-form video led
to high views counts.
• Big impressions and reach,
but fewer engaged users.
Synapse of Discovery
• Effective targeting to people
interested in different brain diseases.
• Single topic narrowed audience.
25. UBC Digital Ecosystem | @houstonw
Huge growth
• Started posting natively in
November 2014
• Average of 151,305 views per month
since then
Facebook video
26. UBC Digital Ecosystem | @houstonw
Autoplay native video is easier to use
• Less friction, lower barrier to view
• More visually engaging
• More integrated into timeline
…especially on mobile
User experience matters
before after
27. UBC Digital Ecosystem | @houstonw
Epic Snowball Fight
• Shot on iPhone
• Posted on February 25, 2014 directly
on Facebook
• Highest engagement we’d ever seen
• Early days of Facebook video, so no
view counts or analytics
• 1830 likes, 365 shares
Our first clue
28. UBC Digital Ecosystem | @houstonw
Meditative Moments
• Student Services exam-time
campaign
• Video content originally created for
web, Youtube, Instagram, digital
signage
• Posted November 26, 2014 directly
on Facebook
• 27k views, 783 likes, 188 shares
A second test
29. UBC Digital Ecosystem | @houstonw
Polar Bear Swim
• Student-led event on the last day of
classes
• Despite appearances, very cold!*
• Video shot on iPhone, also sent a
photographer to capture stills
• Posted November 28, 2014 directly
on Facebook
• 128k views, 2696 likes, 447 shares
• 755k impressions, 360k unique
people reached
The perfect storm
*for Vancouver
30. UBC Digital Ecosystem | @houstonw
Get straight to the action
• Abandon headers and title slides
• Make the first three seconds count
• Assume your audience doesn’t hear
the sound
Facebook video lessons
*for Vancouver
31. UBC Digital Ecosystem | @houstonw
Autoplay native video is easier to use
• Less friction
• More visually engaging
• More integrated into timeline
…especially on mobile
Timeline
• Advertiser beta in August 2014
• Public launch in January 2015
Twitter video
32. UBC Digital Ecosystem | @houstonw
Twitter video
Views
0
450
900
1350
1800
Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015
Promoted Organic
First video
Autoplay
@UBC video views
33. UBC Digital Ecosystem | @houstonw
Twitter video
Views
0
10000
20000
30000
40000
Dec 2014 Jan 2015 Feb 2015 Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015
Promoted Organic
First video
Autoplay
@UBC video views
34. UBC Digital Ecosystem | @houstonw
Part of our digital ecosystem
• Early adopter, less competition as an
advertiser in the sector
• New distribution for existing content
and initiatives
• Reach gained from producing more
“fun” content allows us to more
effectively tell other, less “fun” stories
Social video
