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.
- Healthy communities: Reflecting on the 2016 public affairs theme (nine page views)
- Five reasons you should join the Public Affairs Conference (26 page views)
- Five neat Public Affairs Conference sessions for students (150 page views)
- Five things about the Public Affairs Conference plenaries (201 page views)
- Five awesome Jillian Michaels videos (187 page views)
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.
Thanks for joining us at @JQHArena tonight. @JillianMichaels is here. #CitizenBear is the hashtag. Let’s fire it up. pic.twitter.com/52Y3gXzk9w
— Missouri State (@MissouriState) April 6, 2016
Final thought: “If you feel stuck in your life, I hope you wake up tomorrow and ask ‘Why not me?'” @JillianMichaels pic.twitter.com/3KLgkxYWQV
— Missouri State (@MissouriState) April 6, 2016
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.
A photo posted by Missouri State University (@missouristate) on
Discover more from Web Strategy and Development News
Subscribe to get the latest posts sent to your email.