social storytelling involving your social community on editorial projects
Post on 13-Dec-2015
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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.
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