Graduate Studies launched nine Facebook ad campaigns, running for nine months. They retargeted their audience for each campaign, each month. They continued targeting the audiences where they were seeing results. They stopped targeting the audiences where they weren't getting results. It was a successful campaign overall, tracking a total of 200 prospects into their system.
Test, evaluate, adapt and repeat
Excellence in Social Advertising: Going Big BYU Independent Study
Independent Study ran a Facebook ad campaign promoting their most popular classes. They invested a lot, with a $10K total budget. They ended up getting 10K+ link clicks and 4M+ impressions.
After you'ved tested, evaluated and adapted ... if you're getting good results, don't be afraid to go big
In revenue-generating endeavors, look at what your end-purchase goal is ... if you're spending $10K to promote the end-purchase of hot dogs, vs. $10K to promote the end-purchase of an online class, there are some different ROI scenarios to be considering
Excellence in Social Advertising: Best Event Page Promotion BYU MOA
The Museum of Art used Facebook event pages and paid for some boosts with strategic targeting that marketed their events extremely well. Depending on the event details, the MOA could advertise the event do very speicific and unique audiences who would be able to see the details.
Be extremely strategic with your targeting
"All BYU students" should never be your target audience
Target influencers who may not be in your typical audience
You can get huge results with Facebook boosts and don't need to spend much $$$
Excellence in Engagement: Making it Count LDS Philanthropies
LDS Philanthropies only has 68 followers on their BYU Annual Giving Facebook page, but that didn't prevent them from reaching 22K+ in this #GivingCougsDay post. As their most important project of the year, rather than putting a little bit of effort into a lot of posts, LDSP puts a lot of effort into one, big post. By partnering with different groups throughout campus, they got a lot of shares on this, and that really allowed this to spread.
Make sure you're putting the majority of your time and energy and effort behind your most important content
Reach out (in person) for shares
Beware of crying wolf ... you can't be asking for shares too often
Excellence in Engagement: Going Back to the Well BYU HBLL
This isn't the first time the HBLL has run with the idea, but it always seems to get them engagement, inviting their audience to share their favorite book, but only in emojis.
Stick with what works
If it's working really well on one platform, see if it can be adapted to work on another platform
You don't have to reinvent the wheel to get engagement
Excellence in Engagement: Best Motivating a Following BYU Simmons Center for Cancer Research
In one could be the biggest win in BYU social media history, the Simmons Center successfully rallied a worldwide audience to vote over and over and over again for Coach Rose in this Infiniti Challenge to win $100,000 for cancer research. They pulled it off, despite competing against bigger schools with bigger fan bases. It was a huge strategic success in how this was run.
Have a plan
Rally the troops
Know when to push
Use influencers (at the right time ... spread out at different times) ... they had Donovan Mitchell tweeting about this!
Sometimes you surprise yourself
Excellence in Engagement: Most Visually-Engaging Content BYU Magazine
BYU Magazine grabbed some attention for this Napolean Dynamite portrait made of tator tots which appeared on their cover.
Social media is cluttered
A solid visual can really help you stand out
Do something different
Take the time to make it look great
Excellence in Engagement: Speaking Your Audience’s Language BYU Religious Studies
BYU Religious Studies used fire emojis and puns to lean into this description of a new book they published on Abinadi. Their followers followed suit in the comments section.
Know how your audience talks
Spend a lot of time on captions ... be meticulous
Excellence in Engagement: Real-World Excitement Spilling into Social BYU Law
Based on your tweet, the school gave me a bottle of chocolate milk as a speaker gift. You were right, and thanks to you and to @BYULawSchool!
Guest speakers at the BYU Law School had an exchange on Twitter about how good the gifted BYU chocolate milk is.
Do stuff that is cool enough, fun enough, nice enough and different enough that positive mentions might naturally spill into social
Sometimes people need a nudge to post, but when it's organic, it's awesome
Monitor effectively so that you can find and share these types of conversations
Excellence in Innovation: Leveraging Your Event BYU Admissions Services
Admissions historically had only given this fireside in person. They used time and resources very effectively to put together this high-quality productions with extremely valuable information for their audiences. It originally streamed live from the Church's CES Facebook page.
What are your most important outside-of-social events?
Are there ways to integrate social into those events?
Facebook Live continues to be a great resource and is loved by the algorithm
Excellence in Innovation: Seeing a Need, Filling a Need BYU Copyright and Licensing
BYU Copyright and Licensing created this video to show in detail the differences and similarities in a current, high-profile copyright dispute.
What does your organization have expertise in?
How can you share that expertise in innovative and engaging ways?
How can you fill a content gap with unique content?
Excellence in Innovation: Best Animated GIF BYU Marriott School
The Marriott School created this fun, well-designed GIF for St. Patricks Day.
GIFs are good (still)
Creating a custom, branded GIF is even better
BTW ... this is also a how-to-celebrate-holidays best practice (do not just use a stock photo and say "Happy St. Patricks Day" ... if you're going to post on a holiday, find a way to make it your own and add something unique to the conversation)
Excellence in Innovation: Best Leveraging of a New Tool BYU Speeches
BYU Speeches started posting weekly devotional/speeches highlights in their insta story, starting in December. They gained followers like crazy. In the first four months of 2018, they gained as many followers as they did in all of 2017. Each week, 14-24 percent of their audience views their stories.
Use insta stories! (We're at a tipping point where story content is about to be consumed more than feed content)
Don't just throw anything in there ... the story feed is still algorithm-based, meaning you need engagement to continue to be shown first to your followers
Excellence on Instagram: Best Grid Branding The Wheatley Institution
College of Physical and Mathematical Sciences dean Shane Reese took over the BYU Insta story for a day to show what a day in his life as dean of that college is like. CPMS produced a lot of high-quality video beforehand to utilize in the story on the day of. Although this may be the only Insta story takeover by a college dean in the history of Instagram, it was really, really great one.
These day-in-the-life takeovers have been incredibly successful
We are always looking for more takeover ideas
Look for ways to partner with University Communications on these
Look for ways to make your leadership more accessible
Excellence with Influencers: Reaching New Audiences BYU Speeches
BYU Speeches partnered with Renée Elise Goldsberry on a fascinating Q&A. Utilizing the influence of Goldsberry provided access to a whole new audience, which is also an important audience for them to continue to try to reach.
Use influencers to find new audiences
Once you have a commitment, be strategic with how to best make the partnership work ... make sure it's a win-win
Be aware of those around your organization, or who has a touch point with your area, who has social influence
Excellence with Influencers: Beyond the Post BYUtv
BYU Magazine had a number of timely posts that did extremely well for them over the past year. Two examples include this story about fry sauce, featuring BYU folklore professor Eric Eliason and this tweet about a BYU Olympic connection no one else knew about.
Timing can be everything
Pay attention to news and trends
Think about content you already have or that you can quickly create that would effectively add to the collective conversation
Don't force it ... if your content is too much of a stretch to relate to the topic, it can come across as forced and inauthentic
Excellence in Timing: Turning Around Content Quickly BYU Speeches
BYU Speeches created this President Monson video that has more than 400K views. It was existing content, different from what everyone else was sharing, and it was shared at the exact right time. For the second time now, BYU Speeches has been among the very first to post about new LDS apostles being called. They got this post up, linking to a site with their addresses at BYU, within 10 minutes of the announcement being made at General Conference. BYU Speeches had 37 different potential apostles' information ready to go, including these two.
Great timing can often require great planning
Think about events that are approaching ... how can you prepare in the best ways possible to post at the best possible time(s)?
Excellence in Humor: Funniest Book Feature Special Collections
This performance by Ayo and Teo with Cosmo was a big deal. Athletics had an incredible workflow in place to put together a multi-camera, well-edited piece that they turned around incredibly fast. They did this throughout the year with their social video, especially featuring in-game highlights on Twitter.
Being fast and being high-quality doesn't have to be mutually exclusive ... strive for both
Best Contests BYU Alumni
Instead of just saying "Happy Halloween", BYU Alumni put together a contest, with giveaways their followers would love, and they produced a nice video to help promote it. The contest was formatted well. Followers didn't have to do too much or too little to enter.
Contests need to be done well
Beware of (popularity) contests that will force participants to badger their friends for help
People get contest-fatigue easily
Don't be a reason why people get annoyed
Keep it simple
Make it a win-win
This can be an easy way to get engagement
Best Campaign Kennedy Center
The Kennedy Center produced a series of four videos to promote their Global Opportunities Scholarship. The videos were well produced, spaced out well and provided unique content so followers weren't thinking they were seeing the same thing over and over.
Be stragic with the spacing of your content
Find effective ways to differentiate your campaign content
Best Student Story Aggregation and Promotion Ballard Center
The Ballard Center had a competition to help spread their students' stories.
We all have student stories we're trying to share
How do we get those seen and not lost in the clutter?
A competition format can be effective
Look for new, inventive ways to tell stories
The “That Platform Makes Sense For You Award” BYU Marriott School
Maxwell Institute guest speaker Anthea Butler tweeted about how much she loved the viral Cosmo dancing video before coming to campus. The Maxwell Institute aranged for a surpise visit from Cosmo at the lecture. It made for a fun moment.
Pay attention to trends
Pay attention to what your guest speakers are tweeting
Make magic happen for your influencers
Best Social Storytelling BYU Law
BYU Law published a story about a student who they admitted after he spent six years in prison. The story was told extremely well and ended up spreading through social and news media.
Find good stories
Share good stories
Pitch good stories
Best Mission-Driven Content BYU CFAC
CFAC produced this video of a student project that was the epitomy of inspiring learning.
It all comes back to the mission
You can't hit your followers over the head with all serious mission stuff all the time, but it can't all be fluffy stuff either ... find the balance
Make your mission-related content your very best content ... spend the majority of your time and energy on these projects