People are (s)Talking: How to Get Users to Participate, Not Just Spectate
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Transcript of People are (s)Talking: How to Get Users to Participate, Not Just Spectate
Web Conference at Penn State
June 2013
@DonnaTalarico
People are (s)Talking:How to Get Users to Participate,
Not Just Spectate
What has worked at E-town
What we’ve learned
How can these examples apply to you and your unique organizations
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Turning Stalkers into Talkers
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I use what I learned in radio nearly every day in writing and social media. I actually tend to think in “phone bits” when I talk to people.
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An @mention is the new radio shout out.
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ACCEPT
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82% of accepted students want to interact.
-College in a Social Media Age, 2013 (Chronicle of Higher ed)
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Involvement = Yield176+ accepted
students shared their moment on Twitter or Instagram
#etown2017 continues to gain momentum as committed students get excited for college
#etown2017
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WELCOME
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#etownmovein
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TAGLiterally.
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Activity26,000 – total Twitter
reach139 mentions - Twitter515 -
#etownhomecoming92 photos tagged –
Twitter80 photos tagged
Instagram320 Facebook comments
and photo likes
+26 Facebook page likes
+19 Twitter followers+11 Instagram
followers+151 foursquare
check-ins
Tag! You’re It a Social Success
Growth
Storify: http://bit.ly/1aJ70DW
CHALLENGE
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Photo Challenge SuccessStudents asked for it
again so we did a Photo Fun in Feb. in ‘13
Double participation and entries from fall ‘12
1212 photos tagged93 participantsLots of personality! http://bit.ly/13vnC44
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Recurring FeaturesWe Ask Wednesday
‘Scene’ on Campus
Throwback Thursday
Give users something to look forward to.
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#etown2013About 300 uses of
#etown2013 193 mentions Promoted hashtag:
Facebook cover photoTwitter updatesFacebook postsCollege websiteLive stream pageIn printed programPosters around
campus
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REMEMBER
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EMPOWERinternal users
Guide to Social Media
CMS training
Content workshops
Employee orientation
Cues and reminders before campus events
Find allies and ambassadors
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Share Knowledge & Empower Users
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Sharing ToolsSocial mediaBuilt-in CMS featuresWebsitesInternal
communicationWord of mouth
Ask a questionAsk for contentEncourage an action
LikeShareComment
Hashtag Promotion
Make it Easy to Participate
Calls to Action
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CMS & Social Integration
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Integrate Social With Event Calendar
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RESULTS
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Social Media Following1300+ Facebook
likes747+ Twitter
followers (nearly double)
Average post reaches 1.9k people; 26, on average, interact
53% conversation; 49% updates – a good balance
Average time on site – 6:17 – 126% increase from last year
20% increase in repeat visitors from Facebook; 358% from Twitter
Mobile traffic from Facebook up 256%
Twitter referrals up 381%
Social Audience is Loyal, Growing
Web Engagement