Missouri State University
Web and New Media Blog

The 2016 #ShowMeCitizens campaign in review

Screen Shot 2016-05-09 at 1.41.33 PMThe third annual Missouri Public Affairs Hall of Fame dinner and induction ceremony was held on April 14, 2016. The event recognized the third class of honorees: Laura Ingalls Wilder, Mark Arnoldy, Henry Bloch, Pat Danner and Jimmie Edwards.

The Missouri Public Affairs Hall of Fame dinner and induction ceremony was Missouri State University’s final public affairs signature event of the 2015-2016 academic year.

Online promotional campaign

The Missouri Public Affairs Hall of Fame was promoted online January-April 2016. The first wave of promotion announced the third class of honorees and the second wave of promotion drove event attendance. Promotional tactics included:

Website

  • University homepage featurette announcing the honorees January 19-28
  • University homepage feature promoting the event in April 9-14
  • University homepage calendar featured event promoting the event in April 9-14
  • Recap of the event with embedded videos and a Storify published on the Missouri Public Affairs Hall of Fame website immediately after the event April 14

Social media

  • Social media promotion through top-level Missouri State University social media accounts March-April
  • Social media kit with details, photos and sample posts published and emailed to University social media partners March 28
  • Live coverage of the event through Missouri State Twitter on April 14

Email marketing

  • Announcement of the Missouri Public Affairs Hall of Fame event in the Inside Missouri State newsletter April 5
  • A headline link to the announcement of  honorees in the January Bear Bulletin and a headline link to the recap Web page in the April Bear Bulletin

Post-event results and analysis

Missouri Public Affairs Hall of Fame website results

Screen Shot 2016-05-09 at 11.59.30 AM

From Jan. 1-April 30, 2016:

  • Total pageviews were 6,690, which was a 42.28% increase from the same period in 2015.
  • Web pages with the most pageviews:
    • Homepage: 2,236 (33.42% of total); 19.96% increase from 2015
    • Combined total pageviews of 2016 honoree pages: 1,628 (24.33% of total)
    • List of all past inductees : 959 (14.33% of total); 153.70% increase from 2015
    • Induction event: 849 (12.69% of total); 13.50% increase from 2015
  • The 2016 event recap page (which was published April 14) had 215 pageviews (3.21% of total), which was a 359% increase in pageviews compared to the 2015 event recap in the same period of 2015.
  • Top referrals to the website:
    • Missouri State University homepage feature: 2,494
    • Facebook event page: 540
    • Missouri State University homepage featurette: 538
    • Inside Missouri State email newsletter: 349

Website analysis

  • The Missouri State University homepage remains a successful way to direct traffic to the Missouri Public Affairs Hall of Fame website. Major spikes in pageviews coincided with the announcement of the honorees in January and the event promotion in April.
  • The Facebook event ranked higher in referrals than expected. Multiple posts about the Hall of Fame honorees were made in the event to build engagement leading up to the induction ceremony and banquet, which may have contributed to the success.
  • Social media in general remains a popular way to promote awareness and drive traffic to the Hall of Fame website.
  • The event recap page that was published immediately after the event was successful in driving traffic to the event website after the event took place. It was the most visited Web page on the side excluding the homepage from April 14-30.

Social media results

Screen Shot 2016-05-09 at 1.52.19 PMSocial media metrics were calculated on each major University platform that was used to promote the Missouri Public Affairs Hall of Fame. The metrics were equalized by level of engagement for comparison purposes.

Applause rate

The applause rate is the number of likes, favorites, reactions, etc. per 1,000 followers:

  • Facebook event: 600
  • Missouri State LinkedIn (company page): 0.762
  • MarooNation Twitter: 0.508
  • Missouri State Facebook: 0.300
  • Missouri State Twitter: 0.247
  • MarooNation Facebook: 0.224
  • Missouri State Twitter Live: 0.179

Conversation rate

The conversation rate is the number of comments, replies, etc. per 1,000 followers:

  • Facebook event: 152.941
  • Missouri State Twitter: 0.008
  • Missouri State Twitter Live: 0.003
  • Missouri State Facebook: 0.003
  • Missouri State LinkedIn (company page): 0.000
  • MarooNation Twitter: 0.000
  • MarooNation Facebook: 0.000

Amplification rate

The amplification rate is the number of shares, retweets, etc. per 1,000 followers:

  • Facebook event: 35.294
  • MarooNation Twitter: 0.102
  • Missouri State Twitter Live: 0.057
  • Missouri State Twitter: 0.024
  • Missouri State Facebook: 0.031
  • MarooNation Facebook: 0.028
  • Missouri State LinkedIn (company page): n/a

Conversion rate

The conversation rate is the number of clicks to the Missouri Public Affairs Hall of Fame website per 1,000 followers:

  • Facebook event: 317.647
  • Missouri State LinkedIn (company page): 2.285
  • MarooNation Facebook: 0.617
  • MarooNation Twitter: 0.508
  • Missouri State Twitter Live: 0.368
  • Missouri State Twitter: 0.239
  • Missouri State Facebook: 0.251

Screen Shot 2016-05-09 at 1.42.10 PM

Social media analysis

  • The Facebook event was a surprisingly successful way to drive all facets of engagement. Posts about the honorees were made in the event for the two weeks leading up to the Hall of Fame.
  • The LinkedIn company page was successful in the applause and conversion areas. This is particularly noteworthy because the company page reaches a different audience (past and present Missouri State University employees) than other social media.
  • Live coverage of the event did not drive significant amounts of additional engagement when viewed in relation with other social metrics.
  • As measured by observed usage, the #ShowMeCitizens hashtag was not widely used before the event. The hashtag was promoted heavily at the event (on digital displays, in the event PowerPoint, on printed programs, etc.) and had better adoption at that time. View the event Storify.
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Public Affairs Conference 2016 Digital Recap

The 2016 Public Affairs Conference centered on health-related topics, but not just of the physical variety. The conference theme — Building Healthy Communities: Mind, Body and Spirit — encompassed the annual four-day event featuring keynote presentations, panel discussions and special events on the Springfield campus of Missouri State University.

Digital promotion of the Public Affairs Conference

To promote the event, Web and New Media partnered and engaged with Conference representatives and social media accounts across the university. These strategies included the development of a social media kit and strategic live social media posts.

New content

We generated a different and supplementary approach to digital promotions and produced a series of five public affairs blog posts.

Public Affairs pages on MissouriState.edu

The most popular page was the conference schedule, which was viewed 3,840 times, a marginal increase over the 2015 conference. Total page views were down slightly, and other figures were statistically similar to the results from 2015.

  • 14,014 total page views
  • 10,914 unique page views
  • 91 seconds average time on pages
  • 39.48 percent bounce rate

Where the traffic came from — the top five sources

  • 2,363 sessions from the MissouriState.edu homepage feature
  • 969 from the MissouriState.edu homepage featurettes
  • 641 from MSU Mobile
  • 424 from Missouri State Facebook
  • 332 from Missouri State Twitter

Livestream

Plenary sessions from Peter Gray and Paul Thomlinson are available on Livestream. Viewers have watched Gray’s session 166 times and Thomlinson’s 164 times. About 25 people watched each session live.

Social media kit

The Public Affairs Conference social media kit contained a variety of tools that assisted university departments and individuals in sharing their conference experiences. These items included:

  • Key details about the conference
  • Tips for social media-savvy posts
  • Promotion of the #CitizenBear hashtag
  • Shareable visual assets including video and images
  • Sample social media posts

Social media analytics

Using the Avanish Kaushik method of measuring social media success, Missouri State posts on the conference generated the following:

Missouri State Facebook (14 posts)

0.270 applause rate (Likes/Favorites)

0.007 conversation rate (Comments/Replies)

0.034 amplification rate (Shared/Retweeted)

0.464 conversion rate (Clicks to websites)

MarooNation Facebook (7)

0.321 applause rate

0.016 conversation rate

0.144 amplification rate

0.785 conversion rate

Missouri State Twitter (31)

0.933 applause rate

0.056 conversation rate

0.262 amplification rate

0.340 conversion rate

MarooNation Twitter (6)

1.636 applause rate

0 conversation rate

0.613 amplification rate

1.125 conversion rate

Missouri State Instagram (2)

39.685 applause rate

0.048 conversation rate

Missouri State LinkedIn Co. (2)

0.408 applause rate

0 conversation rate

0.664 conversion rate

Missouri State LinkedIn Edu (1)

0.323 applause rate

0 conversation rate

0.351 conversion rate

MarooNation LinkedIn (1)

0.217 applause rate

0 conversation rate

1.304 conversion rate

Social media post highlights

A pair of tweets about Jillian Michaels’ keynote address at JQH Arena drew the biggest engagement rates on Twitter (9.7 percent and 8.2 percent). Those tweets actually served as bookends for her speech. The first introduced her and the second chronicled her closing thought.

One of the most visually striking events of the conference was the Field of Memories. The 1,100 flags planted at the North Mall served to represent the 1,100 students who die by suicide each year on college campuses.

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Highlights from Social Media Boot Camp

Social MediaMissouri State University staff, faculty and student employees brushed up on their social media marketing skills and learned the latest tips and trends for key platforms at Social Media Boot Camp on April 12.

The training, which was hosted by the office of Web and new media, included sections on social media best practices, Facebook, Twitter and key visual platforms.

Social media best practices

Kevin Agee presented on this topic.

Key takeaways

  • Own your content and focus on telling stories that create emotional connections.
  • Write like a person, not an organization. Tag other accounts to spark conversation.
  • Use hashtags effectively and strategically to pull your posts into larger conversations. Official University hashtags include:
    • #GoMaroon (student engagement)
    • #BearGrads (commencement)
    • #MSUBears (athletics)
    • #CitizenBear (public affairs)
    • #BearsHomecoming (homecoming)
  • Consider how images can help tell your story and boost your posts by including multimedia.
  • Understand that customer service is an important part of social media. People will often turn to social media before going to a website or making a phone call, so it’s important to be there to respond to questions.

Download the presentation slides.

Facebook

Courtney Wendel-Stevenson presented on this topic.

Key takeaways

  • While competition has increased over the years, Facebook is still the powerhouse platform in the social media landscape offering the largest and most diverse user base. Americans also spend more time on Facebook per day than any other platform.
  • It’s important for page managers to understand the fundamentals of how Facebook’s news feed algorithm works. To play the game well you need to understand the rules. However at the end of the day, quality content reigns supreme.
  • Event promotion is an area where Facebook shines. Maximize effectiveness with Facebook events by utilizing their full functionality:
    • Invite related pages to co-host events when applicable
    • Provide clear calls to action and links to more information
    • Build conversation about the event over the time by providing updates in the discussion tab

Download the presentation slides.

Twitter

Kevin Agee presented on this topic.

Key takeaways

  • Tips for generating compelling content:
    • Share effective messages consistently
    • Build authority in your area of expertise
    • Partner with other profiles for sharing
    • Show your message (don’t tell your message) with images
  • Focus on connecting with your audiences and telling your story rather than advertising. Have conversations with followers, but try not to be the loudest one in the room.
  • Measuring success is important. Track your progress toward your goals through Twitter Analytics.
  • Experiment with newer Twitter features such as the GIF button, direct video embeds and quoted tweets.

Download the presentation slides.

Visual platforms

Courtney Wendel-Stevenson presented on this topic.

Key takeaways

  • Visual content comes in a variety of forms including photos, infographics, gifs, videos and more. In a world where people are constantly inundated with information, visual content is successful because it attracts users’ attention and helps them more quickly digest information.
  • Instagram is a great platform for visually telling your unit’s story. New trends with Instagram include an upcoming shift to an algorithm-based feed, the debut of 60-second videos and the ability to share landscape and portrait oriented photos.
  • While many platforms are increasing video functionality, YouTube remains the video leader. Videos are a powerful and engaging way to tell your unit’s story. General best practices for videos include focusing on telling a story, keeping videos short and including calls to action early.
  • Social media aggregators and a great tools for highlighting user-generated content and archiving social interaction. Two of our favorites are Storify and Tagboard.

Download the presentation slides.

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Social Media Kit: #BearGrads Spring 2016

Missouri State University’s spring 2016 commencement ceremonies will take place Friday, May 13, 2016 at JQH Arena.

Key details

Share your story

Help us celebrate the accomplishments of our graduates by sharing the experience on social media. If you are graduating or attending graduation to celebrate with someone, we want to hear about it.

We encourage you to join the conversation before and during commencement by posting about it on Facebook, Twitter and Instagram and tagging your posts with the official hashtag: #BearGrads.

Make your posts social media savvy

Visual assets

Video

Facebook cover photos

Commencement Facebook cover photo Commencement Facebook cover photo Commencement Facebook cover photo Commencement Facebook cover photo

Twitter cover photos

Commencement Twitter cover photo Commencement Twitter cover photo Commencement Twitter cover photo Commencement Twitter cover photo

Instagram photos

Commencement Instagram photo Commencement Instagram photo

GIFs

BearGrads GIF BearGrads GIF BearGrads GIF BearGrads GIF BearGrads GIF

Digital wallpapers

Add #BearGrads digital wallpaper to your desktop or phone screen.

Sample social media posts

  • Congratulations to our #BearGrads! We’re proud of you!
  • Can’t make it to commencement? Watch the ceremonies live online at http://livestream.com/mostate/ #BearGrads
  • #BearGrads has a new member, and it’s my (son, daughter, friend, etc.) (@TagThePerson).
  • What’s your favorite college memory? Share using #BearGrads.
  • Graduating on Friday? Share your photos from the day using #BearGrads.
  • See what our #BearGrads have to say about commencement day: http://bit.ly/1Hlgn1C. Join the conversation with #BearGrads
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Missouri State Blog Feeds now powered by Yahoo

If your website has a blog feed, you may have noticed a new “Powered by Yahoo” logo next to it. powered by yahoo

Before today, the JavaScript code that powered our blog feeds relied on the Google Feed API, which has been deprecated since the middle of last year. That really got our attention when the API went down for a day last year, and all of the blog feeds across our entire website were suddenly empty until Google restored service. We weren’t the only ones who noticed.

To fill the gap, we investigated several options, and settled on Yahoo’s YQL API. Though the API is free to use, just like Google’s was, we are required to include the “powered by Yahoo” logo alongside our blog feeds as part of the terms of service.

Your blog feeds should continue to work as they have in the past. If you have any issues with your blog feed, please contact the Web Help Desk, and we’ll be happy to help.

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