Looking back: Social media #JANGL2013

Looking back: Social media #JANGL2013

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Summary

• NGL social media plan 2013: What did we say we were going to do?

• NGL 2013 activities: What did we do?

• 2013 results: Did it make a difference?

• Key learnings and next steps

NGL Social Media Plan 2013: What did we say we were

going to do?

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Overall social media objective

• Utilize social media to drive conversations with students, volunteers and sponsors in order to:

• increase awareness of NGL and its positive impact on students

• increase awareness of Junior Achievement

• support and provide engagement opportunities for JA students, ambassadors, volunteers and sponsors attending NGL

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Social media strategy

• Engage youth in online conversation about their experience at NGL

• Encourage students, ambassadors and volunteers to participate in social networking

• Engage and thank speakers

• Engage and thank sponsors for their commitment

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Social media tactics• Issue series of general updates

• Highlight event happenings

• Encourage social media participation (opening/ closing remarks/team meetings/delegate manual and passport)

• Profile media interviews and coverage

• Upload and share photos and videos

• Thank sponsors and speakers

NGL 2013 Activities: What did we do?

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Hashtags

#JANGL2013

#ImNext2013

Twitter

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

171 tweets and 85 retweets

Examples

Twitter tactics

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Facebook tactics

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

41 posts on NGL page

422 photos shared

Examples

Facebook tactics

2013 Results: Did it make a difference?

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

44 followers for total of 343 followers

206,064 accounts reached*

1,738,163 impressions*

1085 tweets from 204 contributors*

*TweetReach report – August 22

Twitter measurement – Aug 6-22

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Facebook measurement – August 6 - 22

121 supporters (784)

Daily Reach – Facebook insights report

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Facebook measurement – How many people did we reach?

Peak – 23,000+

Weekly reach – Facebook insights report

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Page visits – What are people doing on our Facebook page?

The majority are visiting timeline & photos Facebook insights report

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

2012 and 2013 Comparison

2012 2013

Twitter – followers gained 41 44

Twitter – tweets 79 171

Twitter – accounts reached 30,328 206,064

Twitter – impressions 202,630 1,738,163

Facebook - likes gained 129 121

Facebook - weekly reach 19,000 23,000

Key learnings and next steps

August 6-12, 2011 • Queen’s University • Kingston, Ontario, Canada

Key learnings and next steps

• JA must use social media to drive discussions and brand profile with some of its key audiences

• Cont’d on the ground social media is required at NGL 2014

• Comprehensive national policy for social media needs to be developed (beyond NGL)

• Plan needs to be developed to maintain momentum on social networks

• Examine integration between JA page and NGL page