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In recent months, Florida State University has ramped up its efforts to incorporate social media into its overall communications and marketing strategies. The Spring 2012 commencement ceremonies provided an excellent opportunity to utilize multiple channels and tactics, capitalize on FSU’s recent social media success, and engage and share with the entire Florida State University community in new and innovative ways.
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In recent months, Florida State University has ramped up its e!orts to incorporate social media into its overall communications and marketing strategies. The Spring 2012 commencement ceremonies provided an excellent opportunity to utilize multiple channels and tactics, capitalize on FSU’s recent social media success, and engage and share with the entire Florida State University community in new and innovative ways.
For the two weeks leading up to the ceremonies, the digital media team centered the marketing and promotions around three main outlets: Facebook, Twitter & Foursquare.
Online Portal
• We created a webpage on the Florida State 24/7 website which allowed us to centralize our promotions and better track user engagement.
Custom Facebook Cover Photos
• Working with Creative Services, we designed 5 custom Facebook cover photos for the Class of 2012.
April 30, 2012University Communications
Florida State University Commencement Goes Social
Most Popular (151 clicks)
660 Click-throughs to webpagevia Social Media
557 clicks on Cover Photos~250-500 downloads
from webpage alone bitly.com
#FSU12 on Twitter
• Promoted #FSU12 as the o!cial Twitter hashtag for sharing memories, photos, live updates and other general info
• Used in cross-promotion of other social media e"orts
April 30, 2012University Communications
Florida State University Commencement Goes Social
Our Tweets
Their Tweets
88% Positive sentiment for @FloridaState267 Tweets using #FSU12
235 New Followers of @FloridaStateHootsuite.com
Hootsuite.com
Hootsuite.com
New Outreach
• For the first time, Florida State University featured a live Twitter feed on the Commencement live stream webpage, allowing viewers the opportunity to interact with each other and with those at the ceremony in real time, o"ering a greater sense of connection to this important event.
• We also got an announcement placed on the Blackboard home page directing people to the social media webpage.
April 30, 2012University Communications
Florida State University Commencement Goes Social
“Check In” on Foursquare
•Using Foursquare, we developed a Top 10 list of FSU traditions. Grads were encouraged to visit di"erent places on campus and “Check In” using Foursquare after they had done them.
•Working with a Foursquare representative, we created a special event at the Tallahassee-Leon County Civic Center that graduates could Check In to--letting their Foursquare friends know they were graduating, and allowing them to see if any other friends were graduating with them.
April 30, 2012University Communications
Florida State University Commencement Goes Social
102 Click-throughs from webpage50 total Check-Ins
95Check-Ins at FSU v. Duke basketball game
249Check-Ins at graduation
bitly.com
Foursquare.com
Check-ins - Tallahassee-Leon County Civic Center
Across the Board
• For the two weeks leading up to Commencement, we posted a variety of content, promotions and updates across all of our social media outlets, including a few new ones. The response was overwhelming.
April 30, 2012University Communications
Florida State University Commencement Goes Social
Harvard Fans: 1,715,005 Engaged Fans: 1%
University of Florida Fans: 430,327 Engaged Fans: 1%
Florida State University Fans: 15,128 Engaged Fans: 5%
April 17-April 30, 2012 SimplyMeasured.com
April 30, 2012University Communications
Florida State University Commencement Goes Social
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April 30, 2012University Communications
Florida State University Commencement Goes Social
