Crowdsourcing: A Methodology for Measuring Digital Engagement and Increasing Event Attendance
Nov 12, 2014
My desk from internal social media conference at the University of Virginia on 9.26.13. During the presentation I talked through the creation of the new UVA Global Network website and the strategy we're deploying to get UVaClub volunteer leaders to submit event-based promotional content. In addition, I discussed how we can use the submission process to measure digital engagement in general as it impacts event attendance and giving.
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- 1. What is Crowdsourcing? 1. An organization that has a task it needs performed, 2. a community (crowd) that will perform the task voluntarily, 3. an online environment that allows the work to take place and the community to interact with the organization, and 4. mutual benefit for the organization and a community. Brabhan, Daren (2013), Crowdso urcing MIT Press
2. Example: Ben & Jerrys New Flavor Contest -17 countries, 100,000 entries, 10,000 from U.S. -Participants visiting companys website had to click on the creation station and then build flavor with ingredients. www.ideaconnection.com 3. Task: Increase Event Attendance 1,200 Events 14,500 Unique Attendees 22,200 Documented Attendees UVA Global Network at a glance Total Networks FY13 92 UVaClubs 41 Cavalier Admissions 2 Professional Industry *Attendee demographics trend younger 5% Charlottesville, 19% Virginia, 67% U.S. Outside of Virginia, 9% International 4. Engagement Success Measurement 5. Inbound Marketing Strategy: New UVA Global Network website as Content Hub Needs: Constant supply of U.Va. branded content, localized for regional and international activities, that draws people into the sales (registration) process and markets events. Graphic from www.feedmagnet.com 6. Problem: No way to generate enough content! Two post per event x 1,200 = 2,400 minimum number of stories per year for baseline event marketing needs 7. A Crowd that will Voluntarily Perform the Task Primary Crowd: 1,440 UVA Global Network Volunteers Managing Social Media Accounts 60 Facebook Pages 10 Twitter Handles 16 LinkedIn Groups Buy-in starts with UVaClub Volunteer Leaders 8. UVaClub Pages Become Content Hubs 9. UVaClub Volunteer Event Content Calendars Video: How to make wine Editorial: Wine Pairings Instagram: Pretty Wine pic Video: Interview w/ Expert Photos: Image preview of vineyard Video: History of Wine Editorial: Club Wine Favs Editorial: Best wines of region 10. Submission Process Content submission process is quick, curation, tagging and display process is easily maintained 11. Guidelines & Framework UVA Global Network Content Submission Rules 1. Friends, Family & Colleagues Rule 2. Spicy But Not Hot Rule 3. Sell the Person, Not a Product Rule HALT! 12. Develop Baseline Measurement for Digital Engagement -Will crowdsourcing content for inbound marketing approach lead to a boost in event attendance? -Is there a group of Hoos that would engage initially or only on through the web? 13. Personal Branding Opportunity for New Participants -Create Tipping Point by finding Content Champions -Make it quick and easy for alumni to create a digital profile with great SEO results -Possible prospect research structure 14. Create Ongoing Digital Event in Advance Web 15. Whats Next? Where do we stand? - Three Part Live Streaming training sessions for UVaClub Volunteer Leaders using Google+ Hangouts On-Air early October - Content Champions identified in key markets - Working on bugs and improvements -Complement content submissions with more digital events Video Resources Library - How can we work together?
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