Spreading Stories with Social MediaVictoria KlassenETUG T.E.L.L. SessionFeb 25, 2014

@Vic_toria#etug

Telling Stories with Social Media

• The Problem

• The Plan

• The Team

• The Stories and how we tell them

• The Results

The Problem

Before

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Before

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The Plan

The Plan

Our gut feelings weren’t enough

• Content Management Strategy

• Define target audience

• Analytics

• User Testing

User testing – spot the OER?

The Team

My posse

bWest Interactiv

e, research

Kevin, User

testing

Hilda, Design, videos,

etc.

Christine,

writer

Jason, writer

Barb, web design

The Stories

The Stories

If you want to be interesting …

Be interested in others.

The Stories

The Stories:

Focus on blogging

• Conversational tone

• Editorial calendar

• Newsletter drives traffic

• Social media drives traffic

The Stories: Short Style GuideBCcampus is: Like this: Not like this:

Concise, conversational and clear

We respect the autonomy of each of our system partners. A centralized, “one-size-fits all” approach doesn’t work for our clients or for us.

Where centralization may be perceived as a one-size-fits-all approach that doesn’t fit any one department in the organization well, and outsourcing may be perceived as a loss of self-sufficiency and expertise of the whole organization, shared services may not have similar detriments if a self-determining, consortial approach to service solutions is utilized.

Active VoiceSome of our system partners might think “shared services” means “centralization” and “outsourcing.”

The shared service approach is often confused with the older methods of centralization and outsourcing.

Jargon-freeAt BCcampus, we run shared services in collaboration with our clients who use them.

The BCcampus shared and collaborative service model is most closely aligned with the multi-campus system model.

The Results

The results

Over 2013:

• Traffic increased ~ 10%

• Average 4,300 unique visits/month

• Especially noticed increased traffic during summer (!)

• Newsletter subs up from 350-400 (it’s now ~430)

Thank YouFurther reading:

• Content Strategy for the Web• Search Analytics for Your Site: Conversations with Your Customers• Letting Go of the Words: Writing Web Content that Works

Stay in touch:

• @BCcampus | @Vic_toria• BCcampus.ca• tklassen@bccampus.ca