#winning new media

by Cassandra Ketrick @casscakey& Sara Brown @sarabeedot

Tweet your questions to @ouwebcomm

during this presentation!

#W!""!"# N$w M$%!&

Thursday, August 2, 12SMILE! ENERGY!How many of you are in charge of the social media accounts for your university college/dept?How many of you actually enjoy being in charge of those social media accounts?How many of you know anything about The University of Oklahoma? Ok. So if I say BOOMER...then you know to say... SOONER? Alright, there may be a quiz at the end ;)

Thursday, August 2, 12I have a confession to make. When we started tweeting over 4 years ago as the University of Oklahoma. I HATED Twitter. I mean, I was 22 and I had little use for it in my own life. None of my friends were on it. It was useless to me. In 2008 when @uofoklahoma tweeted, nothing happened. In the spring of 2008 I went to commencement and tried to get people with the class of 2008 excited with a hashtag, about 4 people participated. It felt useless. Not only that, our student newspaper polled 20 students, and they didn’t even like it! Like cats in space, we didn’t really know what we were doing there.

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Thursday, August 2, 122 years later and we have over 32,000 followers. So what happened?

4,467tweets

#CAMP-r!,)'"

2.3 million impressions

1,200 contributors

Thursday, August 2, 12Students weren’t ready for Twitter yet. Now in 2012. They are. Class of 2016 is going to bigger than ever- 4150 freshmenCamp Crimson- OU’s premiere freshman orientation camp#campcrimson promoted throughout the 3 day camp. 3,475 tweets with the hashtag #campcrimsonSocial media directory highlighting lists to connect them early Over the past 4 years it has been made very clear to me that Twitter is another wonderful tool we as higher education marketers can use to create early and meaningful connections. Little did I know, we were laying groundwork for over 32,000 followers and millions of impressions.

@ouwebcomm @casscakey @sarabeedot

HELP -&,p.); SHARE /''()CREATE v!%$'PLAN & /r&-*Q & A

MEET .)

Thursday, August 2, 12This presentation is going to focus on some of things we wish someone had told us...And ultimately, how you can have FUN doing all of this. First we want to tell you a little bit about the background of our office and what Sara and I do. Then we will move on to how you can set up your campus to succeed with new mediaThe tools you can use to help your campusWe will go into video production because that is an area of new media that can be very intimidatingWe will take you through an overview of how we keep all of our content production organized and on track since we are no longer an office of content curation, but of creation. And lastly, we would love to hear from you with some questions.

MEET #T$&,W$bC',,


AKA Howdy!

Thursday, August 2, 12We have both tech and creative in our officeformed in 2007 after a stamats report gave us a grade D- on ou.edu website and overall web presence, we were tasked with making the OU web experience and brand consistent with one another

Now, we over 100 sites in our CMS, and we're continually migrating more in. We use Adobe CQ as a CMS. Within the office, we offer CMS support to the departments, we design and build websites, we manage the content for the ou.edu website, we handle the top-level social media accounts for the university, and we create video.

CONTENT TEAM - WHO ARE WE - NOTES FOR EDUWEB PRESENTATION

The Content Team, or the more creative, non-technical side of our office, handles the last three things I mentioned. Kam is my and Cassie's boss, and he actually started out in my current position. He is now in charge of the social media strategy for the school, and oversees my content creation efforts as well as the video production efforts of our team.

Cassie's job, my job? Or did we already say that?

MEET #T$&,W$bC',,

HI!@ouwebcomm @casscakey @sarabeedot

AKA Howdy!

Thursday, August 2, 12We have both tech and creative in our officeformed in 2007 after a stamats report gave us a grade D- on ou.edu website and overall web presence, we were tasked with making the OU web experience and brand consistent with one another

Now, we over 100 sites in our CMS, and we're continually migrating more in. We use Adobe CQ as a CMS. Within the office, we offer CMS support to the departments, we design and build websites, we manage the content for the ou.edu website, we handle the top-level social media accounts for the university, and we create video.

CONTENT TEAM - WHO ARE WE - NOTES FOR EDUWEB PRESENTATION

The Content Team, or the more creative, non-technical side of our office, handles the last three things I mentioned. Kam is my and Cassie's boss, and he actually started out in my current position. He is now in charge of the social media strategy for the school, and oversees my content creation efforts as well as the video production efforts of our team.

Cassie's job, my job? Or did we already say that?

MEET /+$ -'"/$"/ /$&,

we think we’re fun


Thursday, August 2, 12This is what we handle! This is where we create our content and share it with the Sooner Nation. OU has approximately 30,000 undergrads/graduate students (21 undergrad/9 grad) The main campus is in Norman, OK and we also have OU Tulsa and the OU Health and Sciences Center (OKC) campuses. Last year we had the largest incoming freshman class in OU’s history, 4,000 freshmen. This year it’s rumored to be over 4,100.

NEW ,$%!&


It’s digital.

Thursday, August 2, 12So what is New media?on-demand access to content any time, anywhere, on any digital device. interactive user feedback, creative participation and community formation the media content. We're talking blogs, podcasts, youtube, any social media outlets... basically anything media-related that isn't print-based.new media is a broad term that encompasses the technology behind the change. New media helps you connect, collaborate, and create with people from all around the world.new media is the reason social media is rampantly growing.

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0

500

1,000

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TWITTER True Reach: # of people influenced


Thursday, August 2, 12Why should you help other departments on campus? Whether you are a larger entity overseeing all web marketing efforts, or if you are marketing only one aspect of your college. I make the argument that by helping others you are helping yourself. What I mean by that is if your campus-wide social media accounts are thriving, pictures are being uploaded, tweets being . all that is happening, that makes your job easier. This is most definitely a case where the success of the people around really reflect on your university as a whole. IN order to help others I want to go through what my role specifically does. That's to help other departments.

First I meet with a department monthly to look at their strategy, recommendations, upcoming social media opportunities. We brainstorm creative social media ideas. We use these meetings to answer technical questions about scheduling tweets or linking Instagram to a Facebook page. At the end of the meetings my goal is for people to feel empowered to use their networks, and not be intimidated by all of the stressors that can come along with this job. Really the mtgs are what the department/office needs them to be.

Creating conversations around hashtags. Engaging people. It’s not until you see people talking with you that you recognize the potential and feel validated for your time. It is a reoccurring them that I hear departments upset about their posts not getting any comments, or tweets not being retweeted. While it’s important to look at whether that has to do something with your strategy, it doesn’t mean you just give up! You have to start somewhere. Sometimes people aren’t going to respond to you. That doesn’t mean you are failing. Look at the bigger picture.

HELP %$p&r/,$"/)


bit.ly/OUSMDIRECTORY

Thursday, August 2, 12sm directory page 100’s of accountsChallengeConsistent brand and strategy

HELP &(.,"! &))'-!&/!'"

784% increase of # of

people influenced ON TWITTER

Thursday, August 2, 12Over the past semester I have met with over 30 departments and offices. One of those offices is the Alumni Association. As most Alumni offices, they handle memberships, a store, reunions, gifts to the university, clubs around the U.S., and alumni based events.

When we first started meeting with them in November of 2011 some of the recommendations we made were to directly engage with their top followers to increase the impact of their tweets, tweet about their influential topics, reply to followers, share more pictures, and follow more people and engage them with mentions and retweets.

From 1300 followers in the fall to over 2600 followers this summer, they have also increased their true reach by 784%.

HELP &(.,"! &))'-!&/!'"


Thursday, August 2, 12more conversationalshares more picturesgives more participation and is ready and eager to try new things.interacts with more alumni clubs already on social networksTo connect with current and graduating students, they recently participated with 4sq bucket list and were featured on our foursquare Senior Bucket List we held in may and they offered alumni memberships, a class ring, and license plate frames and alumni portfolios as prizes.

They’ve grown, obviously it’s not just us...you have to have willing participants.Start with those and use them as examples for the rest of your university.

Fun factor: put a beard on it, people will love it! Social media gives you a way to connect with your community when it’s relevant. Offices all over campus put beards on and wore their Thunder gear to show their support for our team, The Thunder, in the NBA finals. It was infectious. People (like myself) who don’t even like basketball were cheering on our team. We were One.

Sara is going to take us through the tools that helps Alumni Association and other departments on our campus be so successful.

SHARE /''()


identify

Our social media strategy

Thursday, August 2, 12our strategy- identify

SHARE /''()


participate & monitor


Thursday, August 2, 12our strategy- participate and monitor

SHARE /''()


measure, evolve, adapt


Thursday, August 2, 12our strategy- measure evolve adapt

SHARE /''()


Top 10 Facebook Do’sTop 10 Twitter Do’sStrategy 101Measuring 101Editorial Calendar (.xsl)Twitter Background (.psd)Facebook Cover Photo (.psd)Facebook Profile Photo (.psd)Facebook Dimension Cheatsheet by Dreamgrow & MStoner

Thursday, August 2, 12

SHARE /''()

top 10 twitter do’s top 10 facebook do’s



TOOLKITThe toolkit we're discussing contains a variety of resources. There is a list of Twitter Do's and Facebook Do's, which are various best practices that we've compiled into a top ten list for departments. For example **give twitter and facebook examples**

TWITTER = Create your own strategyFACEBOOK = Cross promote- share content from your website, blog, or other web marketing areas as appropriate for communication strategy. Sharing your fresh website content just makes sense! The toolkit also contains Photo Dimensions in .psd files, to make sure that our departments have access to proper image sizes for profile pictures, background pictures, and facebook cover photos. We've also given them a few, more general, guides that we've written. These cover Measuring Insights and how to develop a social media strategy. The last thing contained in the toolkit is PDFs of other resources that we've acquired, that pertain to a much wider audience than just our departments, These are resources that we've used ourselves whenever we have questions.

Measuring 101 (Insights)Strategy

PDFs of other Resources that we've acquired for a wider audience

So, why did we develop this tookit? Well, we meet regularly with departments - that's a great start. Step 2 is actually giving them the tools that they need in order to be successful. We used to give them these tools separately as different departments requested them, but now we have standardized the process with a social media toolkit. We've provided each of you with a USB drive containing the toolkit on the table in front of you. We designed this for anyone from a beginner user to a power user. We think power users can benefit from these resources, because they are always teaching beginners anyway, and now they can have all the resources they need in one handy place. The toolkit is meant to be flexible, and easily adaptable to the situation. We can add to it and update it as necessary. The toolkit doesn't just contain Facebook and Twitter specifics, it also addresses other issues that have been a common thread through all of the departmental social media meetings.

SHARE /''()


Thursday, August 2, 12So, why did we develop this tookit? Well, we meet regularly with departments - that's a great start. Step 2 is actually giving them the tools that they need in order to be successful. We used to give them these tools separately as different departments requested them, but now we have standardized the process with a social media toolkit. We've provided each of you with a USB drive containing the toolkit on the table in front of you. We designed this for anyone from a beginner user to a power user. We think power users can benefit from these resources, because they are always teaching beginners anyway, and now they can have all the resources they need in one handy place. The toolkit is meant to be flexible, and easily adaptable to the situation. We can add to it and update it as necessary. The toolkit doesn't just contain Facebook and Twitter specifics, it also addresses other issues that have been a common thread through all of the departmental social media meetings.

SHARE /''()

IT’S ALL YOURS!



CREATE v!%$'

Thursday, August 2, 12One thing we have found out from recruitment and the visitor’s center here at OU is once we get students on campus their chance of applying and actually coming here sky rockets. So how do we convince them to come visit? Social media is a great way to show them what we’ve got and why they should be a part of it. Something we struggle with is proving to the world that we are not just a football school. That we don’t ride a horse to school. That we are not (all) hillbillies. Pictures are great, posts are great, tweets great, video is better.

Whatever misconceptions there may be about your school, state/area, video can be one social media solution. But we all struggle with finding the balance of quality, time, skill set, and budget. Hopefully these tips will demystify video production if you aren’t already creating it in-house on your campus.

Canon 7D ($1550)Canon T2i ($600)Lens 17-55mm ($1100)Lens 50mm ($370)Sony Wireless Mic set ($700)Tripod ($20)Shoulder Mount ($70)*B&H Photo/Video prices

$1,690 - $3,380vs.

$4,500 for a 2-minute spot

CREATE $q.!p,$"/


2008

2012

Thursday, August 2, 12The fastest way to call out an amateur production is through a couple of things: light and sound. Investing in some equipment upfront is going to be a great investment. If the only thing you can afford is a consumer grade camera, get a nice lavallière/lapel mic. Your audience will never forgive audio.

2 of us in the office, myself and Kam shoot video.

CREATE (!#+/


Thursday, August 2, 12as I mentioned, another way you can call out amateur video is lightingWe use available light in all of our productions, but you can use a light kit- here is a 3-point lighting kit- one with umbrellas is ideal because you will be shooting people not large roomsYou can also use color correction to help in post production

CREATE #r&p+!-)


Thursday, August 2, 12As of last month we have a new intro. We worked with a local OKC-based company called Skyline Ink Animation to create our new intro. Not only are these guys talented, the owners are OU alums (which is a plus!) All of your videos need to include an intro.

CREATE #r&p+!-)


Thursday, August 2, 12Our new lower thirds reflects our university-wide efforts to brand classes better. Instead of freshman, we want to say Class of 2016.

CREATE #r&p+!-)


Thursday, August 2, 12" And now a video that puts all of these elements together.

CREATE 'pp'r/."!/!$)


bit.ly/soonerstories1


-How many of you think this is a professionally done video?-This is a student produced series -Valuable assets-I was a student-Tap into school’s raw talent-If not in LA or NY it’s hard for students to get paid video work-No budget, do internship credit/course credit-Fun factor: work with students and love your job even more! Students give you a new sense of self. Be a mentor and help change the world.

CREATE -'"/$"/ www.OU.EDU/WEB/LIFE_AT_OU

Thursday, August 2, 12-Mix of polished and informal video makes your campus feel real-We have both (flip camera footage that features students studying abroad to Canon 7D high res footage...this combinations makes sure we capture the university through our student’s eyes. -When producing video you have to think about where will it live-what is your distribution plan for it. All of our video content lives on YouTube and we feature them on ou.edu and social networks. We look at our most popular videos, which is the OU commercial from last year, OU freshman move in 2011, and the Sam Noble Oklahoma Museum of Natural History video.-And now Sara is going to go over how we plan and track all of our social media content.

This is VITAL.

PLAN & /r&-*


Thursday, August 2, 12Now, we've talked a lot about all the different things you're going to be creating to share on your various social media outlets. But how are you going to keep all those things organized, and still win at social media? The answers probably going be a little different for everyone, but we have so far found great success using an editorial calendar.

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Summer 2012

2009-2012

Thursday, August 2, 12With the new homepage, there is a new level of complexity. Some of you may have attended Erin Yarbrough's presentation so you may know what I'm talking about, but I’ll go ahead and give you a short overview. --Slideshow was being used for departmental news/events--After research, we realized that we really needed to start gearing our content to different audiences than just internal ones.--Now, our carousel feature is mostly static content, calling out different features of the university.--We want to make sure that if someone comes to our page and has never heard of OU or the Sooners before, they aren’t completely lost. --We also have all these interior pages now, such as Life @ OU, News/Events, and different audience pages. We had to create content for all of these pages, and we have to constantly monitor these pages and update them as we see fit.

Essentially, we've reached a new level of content production, and this is our response. Utilizing tools to plan and organize our content is a necessity as we move from aggregating other departments' content and sharing it, to creating and using our own content. It's all a learning process. Here’s what we use.

PLAN & /r&-* -'"/$"/ pr'%.-/!'"


Thursday, August 2, 12The first step in our organization process is our google doc, which is a spreadsheet. We've listed out each week through the end of the year, and any holidays that fall in those weeks, just like on a regular calendar. Then, we decide what content we want to publish in which week. With this format, we can look ahead and see that, Oh, Move-in day is August 17 - let's go ahead and social media-ize our move-in video features from last year. Or, if we want to create new content to go on our outlets, we can use this spreadsheet more extensively. We're able to list out the piece we want to create, a description of that piece of content, the different outlets we want to publish it on, what types of visuals we're going to use, what the mood of the piece is, what our key audiences are, and what the overall action item of the piece is.

PLAN & /r&-* -'"/$"/ pr'%.-/!'"


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Thursday, August 2, 12This last part is particularly important. All of us have higher-ups who want to know what this social media business is actually doing for the overall effort of the school. Setting a goal ahead of time helps us quantify the result of our content production. If our goal is to publish a piece on an alum who flies for Cessna, and we want people to follow her twitter and facebook posts, we can check the numbers before and after our publication. If we want users to watch a video, we can track how many new views it gets after we publish the piece. It's slightly subjective, but it's a start.

PLAN w!/+ &" $%!/'r!&( -&($"%&r


Thursday, August 2, 12The second key part of our organization plan is the google calendar. We use this to schedule each particular publication date, as well as to set aside time to shoot photos, or write the piece, or interview someone for an article, or attend an event on campus. The calendar is highly useful, because it allows us to plan and tightly schedule the time it's going to take to create each piece of content. This allows us to be more strategic in our message. Specifically for our office, with the recent redesign of our homepage, the content calendar has seen much higher usage

These tools may work for your department, and they may not. We've mixed and matched and found a solution that we're able to stick with. That being said, this is the first year that we're implementing an editorial calendar, so we're expecting the second year of implementation to be even more productive, after a year of trial and error. The gist of this whole section is - when it comes to your content, no matter how much or how little you’re creating, planning ahead of time is essential. If you want to be strategic, you have to be highly organized.

TRACK 0'.r -'"/$"/

Food

Weather

FOOTBALL

Thursday, August 2, 12It is through our analytics that we discovered OU’s College of Engineering’s top referral site to their main website is Facebook. That was pretty exciting for us to find out.

In our social media toolkit we go into more detail about all of the tools we use to track, but this is a very important part of your content production. Looking at what posts get the most attention, likes, and overall engagement we have been able to see a trend over these 4 years- food, weather and football are OU’s hot topics for engagement. Because we noticed this, we capitalized on our football tradition last year, and Kam live tweeted during football games. Football season is our largest growth period as our analytics have shown the past years. Obviously we talk about more than these three topics, but we know when we post about them, we’re going to see high engagement.

There are tons of free tools out there and we use most of them. Hashtracking.com is a great site that gives you impressions and tweet transcripts. Facebook insights is incredible. YouTube analytics is also powerful for us. And google analytics can also be set up to track your referral traffic for social media. Klout, twitalyzer, twterland, and wildfire are also other sites we look at. These tools make our jobs easier. These help guide us in the right direction.

Fun factor: Take an office trip to the eateries on campus and EAT! You are getting paid to eat and take pictures!

L!"*!"# /'#$/+$r & w$b 'f +.,&"!/0.

-Tiffany Shlain, filmmaker and founder of the Webby Awards

Thursday, August 2, 12So, why does this all even matter?Do we get caught up in saying that it does matter that we forget why it matters?“3 out of the top 5 reasons students drop out are social in nature” according to a 2004 AP studyOnce upon a time there was this thing called a diary. Then Livejournal. Myspace. Facebook. Our lives are integrated more than ever with the rest of the world. This is our timeline.

People are sharing their stories on a global scale. Give them a reason to share their story with you. New media encompasses amazing tools that are linking people in all new ways. I love this way of describing technology by Tiffany Shlain.

We should all be concerned with the potential of this new technology. And We should all be having fun with it. We should all be winners in new media.

We put in all of this time and build our networks. We Learn from our mistakes. And ultimately we Discover how our students, future students, alum, and fans want to share their stories. This is how OU has been able to go from playing the game to winning it. And now you have all the tools to link together your own web of humanity.

Q & A


Photo Credits: UofOklahomaJawanza Bassue PhotographyRyan Phillips’ Photography

ou.edu/webcommblogs.ou.edu/webcomm


#winning new media

Education