React Labs: Educate Summary Results for 2012 Vice Presidential Debate October 11, 2012
How a University Web Team Brought a Presidential Debate to Life
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Transcript of How a University Web Team Brought a Presidential Debate to Life
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How a University made a debate come to life
Kate JohnsonContent Strategy Manager
University of Denver
HOW A UNIVERSITY WEB TEAM BROUGHT A PRESIDENTIAL DEBATE TO LIFE
Kate Johnson@katedjohns
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debate2012.du.edu
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We get the call.
31 OCTOBER, 2011
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CHALLENGES
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RESOURCES
• 2 content FTEs
• 2 developers
• 1 user experience designer
• 45 active projects
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CONTENT CONSTRAINTSCONTENT
CONSTRAINTS
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RebrandingREBRANDING
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SILOS
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Web Team
Commission on Presidential Debates steering committee
parking servicesinstitutional partnerships
Student Life
event planners
Secret ServiceCity of Denver
public transportation
campus security
marketing leadership
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SOLUTIONS
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GOALS• Increase University’s visibility and brand awareness• Increase our community’s excitement & engagement• Information for media and debate attendees
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PHASES
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ATTACK THE SILOS
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PHASE 1Feb – early Sept.
• Introduce the brand look and feel• Help the media cover the debate• Give the community introductory info• Highlight events
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PHASE 2Early Sept – day before debate
• Draw the audience into brand-enhancing feature content• Get the audience excited• Provide information
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DEBATE DAYDEBATE DAY
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PHASE 3Afternoon of 2 Oct. – afternoon of 4 Oct.
• Leverage the high traffic• Engage the community
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PHASE 4Post-debate
• Post-event wrap up• Tell the story of the debate experience• Nostalgia for alumni• Excitement for prospective students
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RESULTS
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Unique page views: >500,000
20% of site traffic in Sept/Oct
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DEBATE SITE SEPT & OCT
• Time on page: BELOW DU site average
• Bounce rate: ABOVE average
• Exit rate: ABOVE average
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ENGAGEMENT CONTENT
• Highest time on page
• Lowest bounce rates
• Lowest exit rates
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LIVE BLOG• Most viewed page post-debate
• Highest time on page
• Internal audien ces >5 minutes
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$56 million in publicity
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KATE JOHNSONWEB CONTENT MANAGER, UNIVERSITY OF [email protected]@du.edudebate2012.du.edu