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My desk from internal social media conference at the University of Virginia on 9.26.13. During the presentation I talked through the creation of the new UVA Global Network website and the strategy we're deploying to get UVaClub volunteer leaders to submit event-based promotional content. In addition, I discussed how we can use the submission process to measure digital engagement in general as it impacts event attendance and giving.
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2. Example: Ben & Jerrys New Flavor Contest -17 countries, 100,000 entries, 10,000 from U.S. -Participants visiting companys website had to click on the creation station and then build flavor with ingredients. www.ideaconnection.com 3. Task: Increase Event Attendance 1,200 Events 14,500 Unique Attendees 22,200 Documented Attendees UVA Global Network at a glance Total Networks FY13 92 UVaClubs 41 Cavalier Admissions 2 Professional Industry *Attendee demographics trend younger 5% Charlottesville, 19% Virginia, 67% U.S. Outside of Virginia, 9% International 4. Engagement Success Measurement 5. Inbound Marketing Strategy: New UVA Global Network website as Content Hub Needs: Constant supply of U.Va. branded content, localized for regional and international activities, that draws people into the sales (registration) process and markets events. Graphic from www.feedmagnet.com 6. Problem: No way to generate enough content! Two post per event x 1,200 = 2,400 minimum number of stories per year for baseline event marketing needs 7. A Crowd that will Voluntarily Perform the Task Primary Crowd: 1,440 UVA Global Network Volunteers Managing Social Media Accounts 60 Facebook Pages 10 Twitter Handles 16 LinkedIn Groups Buy-in starts with UVaClub Volunteer Leaders 8. UVaClub Pages Become Content Hubs 9. UVaClub Volunteer Event Content Calendars Video: How to make wine Editorial: Wine Pairings Instagram: Pretty Wine pic Video: Interview w/ Expert Photos: Image preview of vineyard Video: History of Wine Editorial: Club Wine Favs Editorial: Best wines of region 10. Submission Process Content submission process is quick, curation, tagging and display process is easily maintained 11. Guidelines & Framework UVA Global Network Content Submission Rules 1. Friends, Family & Colleagues Rule 2. Spicy But Not Hot Rule 3. Sell the Person, Not a Product Rule HALT! 12. Develop Baseline Measurement for Digital Engagement -Will crowdsourcing content for inbound marketing approach lead to a boost in event attendance? -Is there a group of Hoos that would engage initially or only on through the web? 13. Personal Branding Opportunity for New Participants -Create Tipping Point by finding Content Champions -Make it quick and easy for alumni to create a digital profile with great SEO results -Possible prospect research structure 14. Create Ongoing Digital Event in Advance Web 15. Whats Next? Where do we stand? - Three Part Live Streaming training sessions for UVaClub Volunteer Leaders using Google+ Hangouts On-Air early October - Content Champions identified in key markets - Working on bugs and improvements -Complement content submissions with more digital events Video Resources Library - How can we work together?