Embed Size (px)
DESCRIPTION
A joint talk with Marian Fragola and Mike Nutt on using video to create viral outreach. My portion begins with the Assessment slide and discusses Google Analytics Campaign Tracking for web call-to-actions. Presentation happened at North Carolina Libraries Association state conference in October, 2013.
Citation preview
Viral Outreach: Blending Online and Offline Social
Networks Mike Nutt, Marian Fragola, Charlie Morris
Video Landscape
M & D 2013 Sabotage
New Spice | Study like a scholar, scholar
3,305,438 views
ProducGon Costs
Libraries Will Survive
143,585 views
UMD "Gangnam Style" Parody 강남 스타일
194,904 views
flickr.com/photos/jasonahowie/8583949219
Strategy
Appropriatre Making Something Small . . . and great
Watershed Moment
Our Video
Timeliness
Timeliness
1 week planning 2 weeks shooGng 10 hours ediGng plus 20 hours exporGng
Investment
staff Gme in-‐house video ediGng experGse and equipment ipod shuffle -‐ approx $70 (prize for winner)
Calling in favors for “celebrity” appearances Asking our users to watch video, parGcipate in contest, care
Assessment
Got some views?
Boss happy?
Anything else?
Call to AcGon
Donate
Come to an event
Volunteer
Talk to a librarian
Assessment problem:
Hard to measure
What about…
a web Call to AcGon?
We can measure that.
Image source hfp://www.jxtgroup.com/tag/google-‐analyGcs
Do you know GA?
It tracks hits
Pageviews for blogpost: “NC State Officially Dedicates the Hunt Library”
General where info
Pageviews for blogpost: “NC State Officially Dedicates the Hunt Library”
Great! But,
Did our video drive this traffic?
You don’t know.
Campaign Tracking
Specific where info
How it works:
Metadata
Packed onto a link
What metadata?
Campaign name, Video name,
CommunicaGon medium. Whatever facet is important to you.
Just add it to the URL:
hfp://www.lib.ncsu.edu/bookmove?utm_source=youtube&utm_medium=shorturl&utm_content=in-‐video&utm_campaign=relay-‐promo
bit.ly/campaign-‐builder URL Builder Form:
For calls to acGon that display the URL:
• bit.ly • Gnyurl.com • go.ncsu.edu
Create unique campaign URL for each
unique effort
And GA will give you concrete data
Tip: spreadsheet
Campaign Tracking: For web calls to acGon
Lessons Learned
Facebook = Strange Metrics
Contestants must successfully answer questions about the identities of the people in the bookBot Relay. Go to our Facebook Page to take the quiz and submit your entry. Entrants tied for the highest number of correct answers will be put in a drawing for an iPod shuffle (one winner). The bookBot Relay Contest is designed for current students, faculty, staff, and alumni of North Carolina State University, but anyone is welcome to submit an entry. Staff of NCSU Libraries is not eligible for the prize drawing. Entries will be accepted until the end of the Closing Ceremony of the Olympic Games, Sunday, August 12 (exact time TBD). Entries received after that time will not be eligible for prizes. One entry per person, please. For an answer to be correct, both the person’s first and last name must be correct. Spelling does not count, but answers must be recognizable to the judges. The winner will be announced and contacted the week of August 13. Check our Facebook Page for the all correct answers on August 13. - See more at: http://news.lib.ncsu.edu/?s=bookbot+relay#sthash.5cFQ9MA8.dpuf
Contest Rules
Summer School
≠ YouTube
What do you think?
