creating excitement for public programs through digital engagement - ku hall center humanities...
TRANSCRIPT
CREATING EXCITEMENT FOR PUBLIC PROGRAMS THROUGH DIGITAL ENGAGEMENT
APPLIED HUMANITIES BOOTCAMP
KU HALL CENTER FOR THE HUMANITIES
PRESENTER: JASON F. HARPER / @JASONFHARPER
STEPS IN THE STRATEGY• Brand Vison
• Your brand and audience
• Challenge
• The story, the reason for engaging
• Content
• The fuel for conversation
• Community
• Interaction across channels
• Results
• What did it accomplish?
If it doesn’t sell, it isn’t creative.
- David Ogilvy
CASE STUDY: ICE BUCKET CHALLENGE• Brand Vison: ALS
Research
• Challenge: Create peer-to-peer driven donations
• Content: User-generated video
• Community: Sharing and challenging over Facebook
• Result: $100M
• Why it worked?
CASE STUDY: ICE BUCKET CHALLENGE• Brand vision: ALS
Research
• Challenge: Create peer-to-peer driven donations
• Content: User-generated video
• Community: Sharing and challenging over Facebook
• Result: $100M
• Why it worked?
• They made it about you.
CASE STUDY: #EMOJISCIENCE• Brand/Vision: GE
Education
• Challenge: Educate and entertain people with science
• Content: 6-second science experiments inspired by Emoji
• Community: Vine
• Result: Accessibility, Goodwill for Brand
• Why did it work?
• Clever, catchy condensed idea
• Lets you show off your smarts
CASE STUDY: RAY BAN MOSAIC • Brand/Vision: Ray-
Ban Barcelona• Challenge: Promote
lifestyle brand at music festival
• Community: Instagram
• Result: 3,400 fans submitted photos, linking brand to target
• Why did it work?• Timely• Tangible• About you
CASE STUDY: BOOKETOLOGY• Brand/Vision: KC Library
Readers’ Services
• Challenge: Capitalize on March Madness with interactive contest
• Community: Integrated – Website, Facebook, Twitter
• Result: 1,000 fans voted, grew audience significantly
• Why did it work?
• Collaborative• Tied to shared values –
the books we love
KNOW YOUR BRAND’S VOICECharacter
• What kind of person would we be? Age, job, etc – be descriptive.
• What famous character or celeb?
Personality• How does this person
behave?• Ex. Warm, funny,
approachable• How are they regarded by
their peers?
Voice• How does this person talk? • What kind of language does
he/she use?• Ex. Academic, snarky, etc
Purpose• What does this person want
to accomplish?• What does he/she want
people to do?
KNOW YOUR AUDIENCE
PERSONA MESSAGE ACTION
• Who are they? (age, gender, geo, job)
• What is their problem or want?
• How can we fix their problem with content?
• Why should they care about us? (Credibility, Utility, Emotion)
• Where do they go for information and interaction? (blogs, newspaper, communities)
• What do we want them to do?
• How will we measure success?
EXAMPLE PERSONA: LONELY DAVE
• WHO are they?
• Dave the recent grad• 24 years old, history nerd
• WHAT is his problem / desire?
• Wants to meet people like him• HOW can we fix his problem with good
content?
• Hook him with stories• Show social opportunities (photos)
• WHY should they care about us?
• We have something for him• Liveliness, energy, people
• WHERE does he go for information?
• Twitter, Google, Amazon, niche blogs, Reddit• WHAT do we want him to do?
• Come to our program• Sign up for our email list
• HOW will we measure success?
• Attendance, signup, repeat visit, social follow, purchase membership
RESEARCH TIPS• Surveys
• Include in newsletter• Incentivize on social
• Interviews / Focus Groups
• Internal: own employees• External: loyal customers
• Online Research
• Google Analytics your website• Facebook Analytics, Ad Planner• Twitter stalk the big names• Twitter search relevant keywords• Online communities (elusive)• In-person groups, clubs (Meetup.com)
FRAMING THE CHALLENGE• Must be authentic to brand
• Relevant to audience
• Understandable in 70 characters
• Encourage and enable participation
• Built-in viral loop
• Have a purpose
CONTENT: BEST PRACTICES• Be authentic
• To your mission• Your audience
• Tell stories, don’t market
• Use lots of visuals
• Professional photos• Graphic design• Asset inventory
• Gear for participation
• It’s about them, not you• Ask questions• Include a link• Call to action
• Optimize content for platform
• Understand etiquette• Don’t tweet on Facebook• Handcraft all posts/no automation
EVALUATE CHANNELS/ASSETS• Asset Audit: Current / Desired
Channel Subscribers Frequency of Updates
Engagement Owner Responsiveness
Website #/Monthly Visitors
Weekly Clicks on stories
Who can post?
Blog comments
Email Subscribers Weekly Clicks on links Who builds/edits/sends
Replies to questions
Facebook Page
Likes 2-3/week Likes, Comments, Shares
Who manages/acts as brand?
Comments, Replies to DMs
Twitter Followers Daily Replies, Retweets Favorites
“ Brand replies
BUILD AN EDITORIAL CALENDARDate Channel Category Topic Author
##/## Blog News Article about grant received to expand collection
JH
##/## Tumblr Historic Archival photo of opening of Hannibal Bridge
MK
##/## Facebook Event Photo album from author event
HF
##/## Instagram Exhibit Photo from Aviation Exhibit
JL
SET GOALS & METRICS
• Impressions• Brand
recognition
Raise Awareness
• Likes/follows• Email signups• Website visits
Build Community
• Interactions/comments• Email opens• Event attendance
Drive Engageme
nt
• Donations• Memberships• Sales
ActionRule of Thumb: Set #s based on IRL data
REVIEW: STRATEGIC QUESTIONS
BRAND & AUDIENCE
CHALLENGE CONTENT COMMUNITY RESULTS
Who are we? Who is our audience? What do we want them to do?
What’s the story? Why should they engage? How does it help/inspire them?
What is the medium of conversation? How can we make it compelling through visuals, storytelling, etc? Who will create it?
What channels will we use? How can we leverage viral features to drive participation?
How will we measure success?
THANKS, GUYS!
QUESTIONS?
TWITTER: @JASONFHARPER
Materials available at: bit.ly/HCBCsocial