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

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You have a following.

Now what?

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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But speaking of stalkers, first, a

CONFESSION

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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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http://storify.com/EtownCollege/accepted

#etown2017

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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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If this doesn’t give you the warm & fuzzies…

#etown2017

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WELCOME

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#etownmovein

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Storify: http://bit.ly/PM0vqM

#etownmovein

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The community joined in, too

#etownmovein

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TAGLiterally.

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Storify: http://bit.ly/1aJ70DW

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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

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ASKAnd you shall

receive.

LOVE

http://on.fb.me/NBVDXJ

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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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BLOOM

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#etownspring

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Recurring FeaturesWe Ask Wednesday

‘Scene’ on Campus

Throwback Thursday

Give users something to look forward to.

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CELEBRATE

In real time.

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Storify: http://bit.ly/ZyYasN

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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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We did that

We did

that!

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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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Global

Local

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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

talaricod@etown.edu

@donnatalarico

Any Questions?

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