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.

1. Viral Outreach: Blending
Online and Offline Social
Networks
Mike Nutt, Marian Fragola, Charlie Morris

2. Video
Landscape

3. M
&
D
2013
Sabotage

5. New
Spice
|
Study
like
a
scholar,
scholar

6. 3,305,438
views

7. ProducGon
Costs

8. Libraries
Will
Survive

9. 143,585
views

10. UMD
"Gangnam
Style"
Parody
강남
스타일

11. 194,904
views

12. Strategy
flickr.com/photos/jasonahowie/8583949219

13. Making
Something
Small
.
.
.
and
great
Appropriatre

14. Watershed
Moment

15. Our
Video

17. Timeliness
Timeliness

20. Investment
1
week
planning
2
weeks
shooGng
10
hours
ediGng
plus
20
hours
exporGng
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

21. Assessment

22. Got
some
views?

23. Boss
happy?

24. Anything
else?

25. Call
to
AcGon

26. Donate

27. Come
to
an
event

28. Volunteer

29. Talk
to
a
librarian

30. Assessment
problem:

31. Hard
to
measure

32. What
about…

33. a
web
Call
to
AcGon?

35. We
can
measure
that.

36. Image
source
hfp://www.jxtgroup.com/tag/google-­‐analyGcs

37. Do
you
know
GA?

38. It
tracks
hits

39. Pageviews
for
blogpost:
“NC
State
Officially
Dedicates
the
Hunt
Library”

40. General
where
info

41. Pageviews
for
blogpost:
“NC
State
Officially
Dedicates
the
Hunt
Library”

42. Great!
But,

43. Did
our
video
drive
this
traffic?

44. You
don’t
know.

45. Campaign
Tracking

46. Specific
where
info

47. How
it
works:

48. Metadata

49. Packed
onto
a
link

50. What
metadata?

51. Campaign
name,
Video
name,
CommunicaGon
medium.
Whatever
facet
is
important
to
you.

52. Just
add
it
to
the
URL:

53. hfp://www.lib.ncsu.edu/
bookmove?
utm_source=youtube&utm_
medium=shorturl&utm_cont
ent=in-­‐
video&utm_campaign=relay-­‐
promo

54. URL
Builder
Form:
bit.ly/campaign-­‐builder

56. For
calls
to
acGon
that
display
the
URL:
• bit.ly
• Gnyurl.com
• go.ncsu.edu

58. Create
unique
campaign
URL
for
each
unique
effort

62. And
GA
will
give
you
concrete
data

64. Tip:
spreadsheet

66. Campaign
Tracking:
For
web
calls
to
acGon

67. Lessons Learned

68. Facebook
=
Strange
Metrics

69. 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
s
le
Ru
st
te
on
C

70. Summer
School

71.
Facebook
≠
YouTube

72. What
do
you
think?