Social Social Storytelling Storytelling Involving your Involving your social community social community on on editorial projects editorial projects
Dec 13, 2015
SocialSocialStorytellingStorytelling
Involving your social Involving your social
community on community on
editorial projectseditorial projects
“Everyone plan for a large,
multimedia project on April
18. No vacations that day,
please.”— The Director
(Sent Feb. 27)
“Your mission …”
• A day-in-the-life of campus
• Multimedia-rich
• Involve everyone on staff
• Involve everyone else
• Boost campus morale
• Oh, and have fun while at it
Outcomes:
• More than 1,000 pieces of content published
• 14,000 unique website visitors
• A global audience: 66 countries (all 50 states)
• Average time on site: 5 minutes
• Mobile visitors: 20%
• 8,000 shares via Facebook and Twitter
• Lots of campus buzz; lots of campus pride
KEYS TO SUCCESSKEYS TO SUCCESS
Editorial planningEditorial planning
• Identified, assigned and scheduled 60 staff stories
• Encouraged writers, photogs, videographer to ad lib
• Social media prompts: e.g. international participation
KEYS TO SUCCESSKEYS TO SUCCESS
Marketing and promotionMarketing and promotion
• The #UWRightNow name was key
• Teaser copy and advance splash page
• Tapped all of our channels in advance
• Social media (duh!)
KEYS TO SUCCESSKEYS TO SUCCESS
A creative, unique content platformA creative, unique content platform
• A custom Wordpress site
• jQuery Masonry
• Infinite scroll
• Content over interface/design
The Takeaway?The Takeaway?
• An engaged community wants to help tell your story and can tell it in ways you could never do on your own.
• Social media-sourced content combined with the storytelling talents and editorial wisdom of your professional staff can result in a more complete and authentic story.