The 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
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
Social 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
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.