duke communicators 01.24.13
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Duke University
Social Media RoundupDuke Communicators
Thursday, January 24, 2013
6 Presentations5 Minutes
TheRules
Laura Brinn, Global CommunicationsDebbe Geiger, DukeMedicineWendy Livingston and J. Caldwell, The Nasher Orla Swift, Sarah P. Duke GardensAaron Welborn, Duke LibrariesAshley Wolf, Duke Athletics
TheSpeakers
Duke University on
Chinese Social MediaLaura Brinn
Director of Global Communications
WhyChineseSocial Media?
A country of
strategic importance
Large prospective
student& alumnipopulation
Huge population of
1.3 billion
Primary social media channels
are blocked
Severalsocial networksexist in China
Location
Age
urban rural
10
30
Qzone190m
51.com40m
Penayou80m
RenRen95m
SinaWeibo
70m
Kaixin40m
Douban20m
graph modified from TechRice.com
400 millionactive Weibo users
500 millionglobal registered Twitter users
Mainly professionalsUsed as a news source
LaunchedSummer 2011as Men’s Basketball team traveled to China
45 millionactive RenRen users
160+ millionregistered users
1 billionglobal registered Facebook users
Mainly high school & college students
Content curation
Bilingual contentInfluenced by Chinese PR firms
Posts by Chinese student team Managed by staff
Content curation
Bilingual contentInfluenced by Chinese PR firms
Posts by Chinese student team Managed by staff
Borrowmaterial from Duke’sFacebook & Twitter
Monitoringremains a challenge>> reliance on students
A collaborative strategywith university schools & departments
Private groupfor the
Class of 2017on RenRen
Room for growth:
Youkuthe “Youtube of China”
A survey of theDuke communityon Chinese social media+ recommendations going forward
Graduate student project
Debbe GeigerDukeMedicine
NextUp
DukeMedicine Social Media
Total potential audience reach: 27,000
Sprout Social
DukeMedicine Social Media Goals
• Build audience• Position DukeMedicine as local and national
healthcare leader• Encourage engagement and information
sharing• Drive traffic to DukeHealth.org
News
Twitter Queue
Promotion
Photos = Engagement
Engagement
We Ask, Patients Share.
Promoted Posts
Wendy Livingston and J. CaldwellNasher Museum of Art
NextUp
Why do we care about social media?
Who are our online visitors?What do they like?
“Olafur Eliasson needs you. His art is not just the objects or environments he
creates, but more so the experiences people have in these spaces. Without you,
this work is incomplete.”
What about voice?
≠
Orla SwiftSarah P. Duke Gardens
NextUp
Aaron WelbornDuke Libraries
NextUp
Aaron Welborn, Duke Libraries
Duke Communicators Meeting
January 24, 2013
Social Media Roundup
Strengths: Good Content
Strengths: Good People
Social Media Users Group
S.M.U.G.
Library Blogs
Blogs Strategy
Blogs Strategy (cont.)
The “Über” Blog
Shameless Rip-off
Easy Sharing
600 x 360 pixels
Not Just an Aggregator
Breadth and Unity
Share Buttons
Promoting Digital Collections
pinterest.com/source/library.duke.edu
Unique Assets
Metadata Matters
Thank You!
• S.M.U.G.Co-chairs: Beth Doyle, Head of Conservation ServicesAmy McDonald, Assistant University Archivist
• Michael Daul• Tom Crichlow• Sean Aery• Cara Rousseau and Jonathan Lee• Thanks to All Y’all, Too!
Ashley WolfDuke Athletics
NextUp
How to Generate Fan Interaction on Facebook
Not All Posts are News
Embrace Images
Embrace Images
Ask the Right Questions
Ask the Right Questions
No News Can Be Good News
A Picture Really is Worth 1,000 Words
Questions Are Infinitely Superior to Answers
No News Can Be Good News
A Picture Really is Worth 1,000 Words
Questions Are Infinitely Superior to Answers
Thank You!
Socialmedia.duke.edu
Tawnee MilkoNicholas School of the Environment
NextUp
Collaborative Blog
ManagementBuilding and Coordinating the Nicholas School of the
Environment Blogs
Tawnee MilkoPresentation to Duke Communicators January 24, 2013
MISSION:To open a window on the
classes, travels,
research, internships, and events
that comprise the Nicholas School experience.
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Title in Garamond 3 here
Subtitle to go here in interstateBoth fonts can download at
http://www.duke.edu/styleguide.html
William ChameidesDean of the Nicholas School of the Environment
Blogging Efforts: A Success?
22,457 page views
12,624 visits
Past Month
137,000 page views
69,00 visits
SinceApril
Impact Beyond The Numbers
Management Requires A Communications Team
Effort
Management Requires A Communications Team
Effort1. Director of Web Projects
2. Art Director
3. Staff Specialist
4. Director of Marketing Communications
5. Communications Office Blogging Team Liaison
6. Blogging Team (Student) Leader
Management Requires A Communications Team
Effort1. Director of Web Projects
2. Art Director
3. Staff Specialist
4. Director of Marketing Communications
5. Communications Office Blogging Team Liaison
6. Blogging Team (Student) Leader