One Awesome campaign and why it succeeded.

In marketing,communications and IT, we’re often jumping from one campaign to the next aiming to reproduce and improve on successes of the past. Recently, we just capped off one of our most successful campaigns and I figured it was worth a post! In a nutshell, here’s what made this campaign successful!

Clear Goals: Our campaign had a goal of generating positive association with our University by incenting high school students to create videos telling us why their school is #Awesome. The prize: $10,000 towards their school prom. Internally, we had goals of generating 20 videos, 25,000 views on YouTube and generating an increase of positive mentions for our brand in social channels.

Organizational Support: This idea needed the support of Recruitment, Marketing, Communications and IT. Each played their respective roles in promoting the contest and achieving the results.

Distribution: High School students are a target market that consumes advertising faster than most demographics, we used our advantage – school visits. Our Liaison team intelligently positioned the contest to the students directly while in schools and solicited the support of the school administration.

Awareness: As the campaign grew, our highly targeted Facebook ads were served directly to students at schools that were likely to participate. These gentle reminders funneled traffic to our campaign website where they could view videos that other schools had submitted. Our #AwesomeLU hashtag on Twitter was used relatively often, however our account saw a very significant increase in followers, as did our Facebook page.

Summary: In the end, the campaign had clear goals, a clear target market and committed execution from multiple departments that led to an outcome we can all be proud of. This has most definitely influenced the decisions of students in choosing which post-secondary institution to attend next fall.



Defining Your Success on Twitter: Ornithology 2.0

Defining your success on twitter from Jean-Paul Rains was a presentation delivered to the #PSEWEB conference in Halifax, Nova Scotia. 
With nearly all PSE institutions on Twitter, we’ve established that it is important to have a presence. That presence has differing levels of dedicated resources, different goals and varying measures of success. Like Ornithology, this presentation will cover the study of behaviours, effectiveness, and measurements of PSE Twitter presences.

Defining your success on Twitter can be difficult, even more difficult when trying to explain it to someone who is Twilliterate. If being on Twitter is merely a way for your organization to check a box, that’s fine. But, if you are interested in taking that check box and turning it into an easily attained performance measure, this presentation is for you.

Like any dedicated birdwatcher, we took a look at some of the more successful Canadian PSE Twitter accounts and aimed to find commonalities in their behaviours and how that translated to their successes.

Finally, after searching for ways to define success from # of followers, % breakdowns of interactions to 3rd party measurements, we take a look at the different ways (free!) for you to measure your success.

Look past your number of followers and turn that check box into a CEO friendly success story.

Thoughts of the week

I’ve had a lot of sporadic Facebook ideas throughout this week and I decided simply to write them down!
Facebook Ads: Target fans of your page on their birthday, with no specific call to action. Likely, they wouldn’t click on your ad, however, the positive brand interaction will still be fostered and at little cost (if any at all).
Increased Status Targeting: Recently, Facebook Marketing Solutions put out a post increasing the awareness of highly targeted Facebook ads specifically. This functionality is something I have been looking for to bleed into status updates for a while now. The ability to target specific areas of interest within a page update would be hugely efficient for Facebook pages. To me, this could be an area to become monetized. This would combat FB’s un-monetized server stress and would allow for interesting local contests.
Foursquare’s Event-based venues: This one I have been anticipating for some time. Soon, Foursquare venues will be able to have specific events in a venue. For anyone who manages a concert venue, or multi-sport facility they will be able to customize mayorships and check-ins. Annually, one of my projects, creates a venue at a large convention centre, I am curious to see where ownership of these time-sensitive venues would land.
Facebook as Google+: If you find the idea of circles attractive within Google+, you should know that Facebook has had the same ability for some time. Granted, in a stealthy presentation, FB has allowed you to write general status updates for specific friends to see only. Using the customization on your post, you can drill down through 4 layers of settings and ensure that only your BFF sees your link about the new Keanu Reaves movie.