Build. Engage. Integrate.Using Social Media to Strengthen and Protect Your Community and Brand

BUILD. ENGAGE. INTEGRATE.Using Social Media to Strengthen and

Protect Your Community and Brand

Eric PageAssistant Director Creative ServicesThe University of Iowa

BUILD THE AUDIENCEIf a tree falls in the forest and no one is there to hear it, does it make a sound?

Race to Black Friday

The Race to Black Friday was a Facebook fan race between the University of Iowa and the University of Nebraska to see which school could attract the largest audience on Facebook before kickoff of the Heroes Game on Nov. 25.

By the numbers

Total likes = 52,144 (up 245%) New likes = 37,527 (up 1,089%) Unsubscribes = 1,058 (up 622%) Wall views = 179,972 (up 649%) Post views = 8,818,305 (up 431%) Post feedback = 73,798 (up 1,578%)

More numbers

Monthly active users increased from 12,917 to a peak of 54,144.

Age 25+ audience grew from 53% to 63%

Promotion

YouTube videos featuring our mascot, Herky

Daily/weekly graphics Mass email, business cards,

Facebook ads, cross posting, audience sharing, publication features

YouTube videos

Black and Gold Swanhttp://www.youtube.com/watch?v=wHMBcSEpDSE

Herky Knows the Drillhttp://www.youtube.com/watch?v=_qEd4_CbDmo

Cheerful Chemistryhttp://www.youtube.com/watch?v=1ny3fBsMlwg

Ohio State

Michigan

Penn State

Michigan State

Wisconsin

Indiana

Purdue

Minnesota

Illinois

Iowa

Nebraska

Northwestern

0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000

Big Ten Facebook growth

ENGAGE THE AUDIENCEIt’s not the size of the dog in the fight, but rather the level of engagement that matters.

Your Audience is Your Brand

Engage your audience(s) in a way that inspires members to share elements of their experience so that the collective interaction across your social media platforms tells your institution’s story in a positive, authentic way.

Examples of Engagement Texas A&M

Scavenger hunt Baylor Athletics

http://www.baylorboldrewards.com/ Ohio State

O-H-I-O photos

Some things we do at Iowa Facebook posts

From the ArchivesDid You Know? Word Association WednesdayFaculty Features videosFill in the Blank Friday

Regular photo galleries from campusFootball games

Foursquare Mayor of the Week

Themed events

Commencement Welcome Week Halloween Homecoming

INTEGRATE PLATFORMSIt’s steak and potatoes, not steak and steak.

Integrate platforms

Have a goalWhat are you trying to accomplish?

Have a planPlatforms should work together to reach the

goal, complementing each other rather than delivering identical content.

Integrate with traditional media

WHY DO WE DO THIS? What’s the point of all this twittering anyway?

True value of social media Penn State and Syracuse

You can’t control the conversation, but you can own it and influence its direction.

Virginia TechSocial media can save lives.

Thank you

Eric Page

Assistant Director of Creative Services

The University of Iowa

@highedcm

http://www.highedcm.com