Viral Outreach: Blending Online and Offline Social Networks
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Transcript of Viral Outreach: Blending Online and Offline Social Networks
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Viral Outreach: Blending Online and Offline Social
Networks Mike Nutt, Marian Fragola, Charlie Morris
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Video Landscape
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M & D 2013 Sabotage
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New Spice | Study like a scholar, scholar
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3,305,438 views
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ProducGon Costs
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Libraries Will Survive
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143,585 views
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UMD "Gangnam Style" Parody 강남 스타일
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194,904 views
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flickr.com/photos/jasonahowie/8583949219
Strategy
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Appropriatre Making Something Small . . . and great
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Watershed Moment
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Our Video
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Timeliness
Timeliness
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1 week planning 2 weeks shooGng 10 hours ediGng plus 20 hours exporGng
Investment
staff Gme in-‐house video ediGng experGse and equipment ipod shuffle -‐ approx $70 (prize for winner)
Calling in favors for “celebrity” appearances Asking our users to watch video, parGcipate in contest, care
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Assessment
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Got some views?
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Boss happy?
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Anything else?
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Call to AcGon
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Donate
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Come to an event
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Volunteer
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Talk to a librarian
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Assessment problem:
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Hard to measure
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What about…
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a web Call to AcGon?
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We can measure that.
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Image source hfp://www.jxtgroup.com/tag/google-‐analyGcs
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Do you know GA?
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It tracks hits
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Pageviews for blogpost: “NC State Officially Dedicates the Hunt Library”
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General where info
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Pageviews for blogpost: “NC State Officially Dedicates the Hunt Library”
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Great! But,
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Did our video drive this traffic?
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You don’t know.
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Campaign Tracking
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Specific where info
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How it works:
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Metadata
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Packed onto a link
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What metadata?
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Campaign name, Video name,
CommunicaGon medium. Whatever facet is important to you.
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Just add it to the URL:
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hfp://www.lib.ncsu.edu/bookmove?utm_source=youtube&utm_medium=shorturl&utm_content=in-‐video&utm_campaign=relay-‐promo
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bit.ly/campaign-‐builder URL Builder Form:
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For calls to acGon that display the URL:
• bit.ly • Gnyurl.com • go.ncsu.edu
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Create unique campaign URL for each
unique effort
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And GA will give you concrete data
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Tip: spreadsheet
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Campaign Tracking: For web calls to acGon
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Lessons Learned
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Facebook = Strange Metrics
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Contestants must successfully answer questions about the identities of the people in the bookBot Relay. Go to our Facebook Page to take the quiz and submit your entry. Entrants tied for the highest number of correct answers will be put in a drawing for an iPod shuffle (one winner). The bookBot Relay Contest is designed for current students, faculty, staff, and alumni of North Carolina State University, but anyone is welcome to submit an entry. Staff of NCSU Libraries is not eligible for the prize drawing. Entries will be accepted until the end of the Closing Ceremony of the Olympic Games, Sunday, August 12 (exact time TBD). Entries received after that time will not be eligible for prizes. One entry per person, please. For an answer to be correct, both the person’s first and last name must be correct. Spelling does not count, but answers must be recognizable to the judges. The winner will be announced and contacted the week of August 13. Check our Facebook Page for the all correct answers on August 13. - See more at: http://news.lib.ncsu.edu/?s=bookbot+relay#sthash.5cFQ9MA8.dpuf
Contest Rules
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Summer School
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≠ YouTube
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What do you think?