The Social Web at UW-Green Bay (Part 2 of 2)
-Where we are
-Where we're going
Presented at the December 6, 2011 Leadership Council at the University of Wisconsin-Green Bay
Measures of Central Tendency: Mean, Median and Mode
The Social Web at UWGB (part 2 of 2)
1.
2. Where we are:
Alumni and News
Office of Marketing and University
Communication
Kelly McBride Kimberly Vlies
Coordinator, Video/Audio Web/Graphic Designer
News and Media Relations @vliesk
@KellyMcBride
3. M/UC uses for Social Media to…
• propagate news.
• generate traffic to our website.
• cultivate brand awareness.
• connect with UW-Green Bay
friends and alumni.
• monitor and track news media reports.
4. M/UC Social Media Accounts
• UWGB Alums Facebook Page
Created March 2008
• UW-Green Bay News Facebook Page
Created December 2010
• @uwgreenbaynews on Twitter
Created August 10, 2009
• UWGBnews on YouTube
Created June 2008
5. Incoming Traffic from Facebook
Nov 29, 2008-Nov 29, 2011
blog.uwgb.edu/inside/
www.uwgb.edu/alumni
6. UWGB Alums Page
• 1,852 Likes
• Created
March 2008
• Alumni
news, benefits
, events
promos
13. UWGBnews YouTube Channel
• 141 Videos
Uploaded
• 7,742 Channel
Views
• 228,955 Total
Upload Views
• Created:
June 4, 2008
• 79 Subscribers
• Stores videos
embedded in the
Inside News site
14. Where do we get the content?
UWGB
Cofrin Library UWGB Student Life
Weidner Center UWGB AIC
Green Bay Phoenix UWGB Union Events and Promotions
share or re-tweet
other accounts
UW-Green Bay
Inside News
in the media
UWGB Press Gazette
WBAY, WFRV, WLUK
Alums
Horizon League
and News
15. Raji Video
• 131,008 views
• 1/27/2011
• 4,276 visits
in 2 days (300% increase)
• 1,121 referrals
in 2 days from social media
16. Where we are:
Green Bay Phoenix Athletics
Athletics Marketing and
Communication
Adam Halfmann Andrew Gavin
Director of Athletics Director of Athletics
Marketing and Promotions Communications
@adamhalfmann @GBGavin
17. Posting Content to Social Media
Scenario 1: Scenario 2:
Posting to Facebook via Posting to Facebook with
an automatic RSS feed manual updates via a
from a news website native or original post
18. Posting Content to Social Media
So what? 2,119
The switch created a 1433%
increase in amount of posts to
Facebook and a 98% increase
in the amount of monthly
active users.
1,069
Scenario 1: RSS Feed
Scenario 2: Manual Updates
46
3
Posts per week Active monthly users
19. Viral Videos
Scenario 1: Outcome:
A video goes viral GreenBayPhoenix.com
but not sourced received
from our website 8,956 A total of
referrals in 4 days
17,512
Phoenix Flix referrals from the
received viral video
8,556
referrals in five days.
20. Viral Videos
Scenario 2: Outcome:
A video goes viral GreenBayPhoenix.com
on your website received
or shared via an 12,229 A total of
embed from your referrals in 2 days
website 58,315
Phoenix Flix referrals from the
received viral video
46,086
referrals in 13 days.
21. Viral Videos
Scenario 1 Scenario 2
So what? 1,300,000
Although both videos were
viral, near or surpassing 1 million
views each, the video sourced
from GreenBayPhoenix.com 800,000
resulted in a 233% increase in
amount of referral traffic to
GreenBayPhoenix.com
58,315
17,512
referrals viral views
22. Where we are:
Student Affairs
Todd Sanders
Social Media Specialist
@tsand
Notas do Editor
Scenario 1: Posting to Facebook via an RSS feed from a news websiteScenario 2: Posting to Facebook via a native/original post
So What?The switch created a 1433% increase in amount of posts to Facebook and a 98% increase in the amount of monthly active users.Outcome 1: Athletics averaged 3 post a week and 1,069 active monthly usersOutcome 2: Athletics averages 46 posts a week and 2,119 active monthly users
Scenario: A video goes viral but not sourced from your websiteOutcome: GreenBayPhoenix.com received 8,956 referrals in four days and Phoenix Flix received 8,556 referrals in five days. A total of 17, 512 referrals from the viral video
Scenario: A video goes viral on your website or shared via an embed from your websiteOutcome: GreenBayPhoenix.com received 12,229 referrals in two days and Phoenix Flix received 46,086 referrals in 13 days. A total of 58,315 referrals from the viral video
The viral video hosted on Yahoo! and not shared from GreenBayPhoenix.com had over 1.3 million views and aired on ESPN, NBAtv and local TV.The Viral video shared via GreenBayPhoenix.com and Phoenix Flix have over 800 thousand views on sites like Yahoo!, CNN, FOX, etc. Some of these sites posted the video file to their own video server while others embedded the Phoenix Flix video playerAlthough both videos were viral, near or surpassing 1 million views each, the video sourced from GreenBayPhoenix.com resulted in a 233% increase in amount of referral traffic to GreenBayPhoenix.com
The first office to drink the kool aid.Natural fit for the social web.Doing a great job.Live tweeting events, sharing photos.Proving there is stuff to do (even on weekends)
Social web callouts and embeds
Content not as fun as Student Life, unless they change how they communicate it.Build interest, appeal to students. Become more welcoming. Change perceptions.
She’s an adult and is aware of her financial responsibilities.Bio and background show a love for penguins.Ben Matlock + Jessica Fletcher = a child who’d love being a community manager.She wants to be heard.
Thanks Cookie the Penguin! -- http://www.youtube.com/watch?v=0pK8dplyTHM
1st step.Get comfortable.Take it in.Learn a lot.
Next stage is to find your voice.Better than being silent, begin to see value.Broadcasting.
Something magical happens.Conversations begin.Relationships are formed and nurtured.People hand out hors d’oeuvres!
Once you learn the tool. It will either change or go away.Can’t be happy to be on the top step, the social web is an escalator.Location-based services are the current future (for now). Changing daily. Facebook bought Gowalla. Foursquare is growing. Google owns SCVNGR.Tomorrow it will all change, change with it.
We can win. We’re the perfect size. Social is hard to scale.Need to invest the time. Take the risks.Creation of my position is great first step… but remember, it’s an escalator.
Know your community. Know what works.UW-Madison strives for “intelligent goofiness”I call that smart humor = being witty.Our community is respectful. We’ve been in the news, they haven’t heckled.Remember: Without our community, it’s pointless.
Community = awesome
Packers selling a $2 piece of paper for $250.THAT doesn’t happen overnight. They have a strong community built over time.Do good.Create memories.Strengthen relationships.They’ll be there for you when you need them.Example: Fancy new car for FREE* = #MBteamS victory in the Tweet Race -- *FREE took a lot of community building, engaging, loving, sharing, relating, caring…
Students don’t see our silos, they see us.We are ONE to them. Not a shattered organization. Admissions requires happy alumni to spread love on facebook to prospectives or around the campfire up north (some people call it word of mouth). Advancement needs a great college experience to make the “ask” call easier (and more effective).A parking ticket CAN ruin a relationship. Especially a weak relationship. We must nurture and strengthen relationships.Not just prospective students, but prospective faculty/staff.Come together, organize our efforts, share successes and failures. Grow stronger.Secret facebook group of faculty/staff/students to learn and share the secrets of the social web. We need to incentivize to build momentum, must engage and prove value (every step of the way) to grow our relationships.It takes a village. It takes a campus.