TEDxUCSD Social Media: Facebook
CHALLENGE
Create a social media campaign to maintain & increase online interest in TEDxUCSD, even when events are not occurring.
SOLUTION
A social media campaign called "Team Selects" where a group member's favorite Ted Talk is showcased; alongside their own story on why they selected it and how it impacted their life.
How I helped
-
Developed the idea by researching how other pages maintain interest.
-
User tested the effectiveness of the campaign, on different student groups.
-
Developed a format for the campaign, that is still utilized by the organization.
PROCESS
It is difficult establishing constant interest in products of a seasonal nature (like TEDxUCSD events). With this in mind, I thought that a good way to establish interest in TEDxUCSD, was to showcase the people behind the events.
OUTCOME
Increased User Engagement
User engagement with posts increased from 2% to 15%, as visitors left more reactions, comments and shares on posts.
Increased Feedback
The feedback received by the page increased, as it went from receiving almost none (during the months with no events) to about 15%.
Positive Brand Image
The page began to receive messages about the posts, and during events, visitors would often mention them (or remember TEDxUCSD group members due to them).