2017 media report behind the scenes of the most successful national student pride social impact campaign #LetsTalkAboutSex plus the impact of the marketing of this year's event statistics impact growth 2017
media table of contents report social media growth social media reaction video and audio network media partnerships press coverage social action campaign live stream content as marketing Media Team Jamie Wareham Director of Comms Graduate Charlie-Ann Mathers Press Officer 3rd Year Student Bethany Glover Social Media Officer 1st Year Student Brandon Pfeiffer Marketing Officer Study Abroad Student national student pride page 2
65K video views on Facebook page alone - all with sponsor inclusion 4.3K 468K impressions in event month from twitter account 10.1K social media growth our student and graduate team surpassed all growth targets growing our highly engaged and organic audience Facebook audience Twitter is a different game Key takeaways from this years analytics show that our top performing posts were all videos showing the worth of investing in strong video content to drive this page. It is also the cheapest form of advert. News and conversation is strongest on Twitter, compared to video on Facebook. On the important announcements posts which drive spikes in ticket sales - comparatively, Brighton Pride with 90K page likes announcing Pet Shop boys got 1K impressions. 140% growth since 2016 600 Where as our announcements of Olly Alexander and Sarah Nimmo both separately garnered 5.3K organic impressions - with only 4K page likes Partial to the success of our Facebook is being by positive by design. Analysis of the sentiment of our posts show 71% Positive, 21% Neutral and 8% Negative. The audience has grown from 3.2 to 4.3K since last year's event Analysis of our audience shows they are politically engaged, enjoy comedy, movies, entertainment and unsurprisingly best described as 'online buyers' by Twitter. With the top mobile carrier of our audience being our sponsor 02. The audience surpassed 10K, up 4% and was verified this year. Instagram is where it's at Not only is our feed now beautiful, with audio messages pointing to our story and calling for subscription on the day as well as targeted Instagram adverts in the run up - we'll be focusing on continuing our huge growth in this audience this year. Average 50 likes, and 1.5K reach per post What next? LinkedIn With careers such a focus of our event, and with a stable page on LinkedIn set up - the next step is to connect with partners and sponsors in a space they feel at most comfort too. page 4
social media reaction Both the positive and negative reactions show the power, and importance of our event. Trolling is common on our accounts, especially with our focus on Sex Education this year - but we've focused on the positives here Snapchat Filter with Smoke Radio Did you even gif? The hugely popular gif booth was a great success in the room creating a huge reach with 1400 downloads and 150K potential brand views on social media from sharing gfgf.io/event/nationalstudentpride page 5
harnessing the power of influencers video and audio network Delivered all without a penny spent, leaning on and building connections with YouTubers and podcasters we reached an estimated 35K media clicks with a highly valuable presenter endorsement of our event. We persuaded two podcasts, including City AM's professional development show (with a influential city audience) to focus their show on our themes and event. The value in reaching out to YouTubers, asking them to name check us in a sex confession video campaign (that they hosted on their own channels took part by multiple LGBT YouTubers) was not just in views, though. Many came on to attend the day, and support us with social media posts including during our social action campaign. We'll be focusing more on building our already existing network of social influencers in the coming year including with a proposed digital-only YouTuber panel in august - as well as developing our podcast as a piece of branded content. 'this week we're talking about sex & relationships, because it's student pride' Suzi Ruffell & Tom Allen Like Minded Friends podcast podcast collaborations City AM's Unregulated Podcast spoke about being out in the office and the importance of recruitment fairs like ours with live read and pg.10 newspaper advert Kicking the Kyriarchy live read in relationships special Like Minded Friends themed their whole show on our 2017 event and social action valentines campaign Smoke Radio created a LGBT podcast mini series We launched our own podcast featured on itunes homepage page 6
media partnerships Strengthing our reach to our first national digital press partner, this year we welcomed the Huffington Post UK, thanks to our volunteer alumni network. Our focus will continue on partnerships that deliver for both parties where the media brand is engaged and adds value to the event. The Huffington Post UK Preview coverage Campaign coverage Facebook Live of event All of their LGBT History Month coverage including 6 vlogs with our speakers peppered throughout included a tagline, done in collaboration with National Student Pride Attitude Magazine Secured Ollie Alexander and other SRE panelists Multiple full page ads Two dedicated columns, multiple mentions throughout regular features Social media support & digital coverage Gay Star News Created dedicated video Preview coverage Featured op-eds Embeded Live Stream Talent Media Cover photo and mention of LGBT History Month Magazine 4 articles in mag Further coverage in International Women's Day mag Adverts and on-air interviews Hosts podcast, got us featured on itunes QX Magazine 6 weeks of preview coverage Social media support Dedicated and downloadable weekend guide pull out Uni of Westminster student media provided massive team of media volunteers and extensive coverage page 7
press coverage 140+ Mentions Sponsor logo placement in videos International reach to USA, India, Canada Planned Features and Commentary Careful outreach of quotes as news developed about compulsory SRE going through parliament delievered many extra hits. As well as prepared interviews, targeting specific journalists with themes and interview opportunities led to wide coverage in national press. Jodie Marsh Video of the glamour model talking about identifying as asexual and challenging labels was widely featured, including sponsor logos in videos, mentions for the Being Me charity and context of the event. Olly Alexander Two big lines came out of Olly's appearances. First his frank memories of his sex ed and first crush during the SRE panel - but more widely his 'in conversation with Evan Davis' recording of the podcast setting international LGBT press headlines for the unique pairing, no other setting could have delivered. page 8
social action This campaign is a perfect example of how National Student Pride stands with and amplifies long running campaigns and activists work within the community. Following hard work by organisations like THT, NAT and Barnados this is how we joined the Inclusive SRE conversation Meeting with Attitude Mag Editor and SRE Campaigner Cliff Joannou to discuss panel theme Support THT SRE Christmas Cards Campaign 9 regional workshops held with NUS LGBT+ including in London, Sheffield and Cardiff are held that produce over 400 cards to MPs calling for compulsory SRE Meetings with THT to discuss partnership on SRE campaign, to send valentines cards to MPs NSP marketing officer contributes to design of final cards Partner with NUS LGBT+ and arrange card making workshops Exclusive with Huffington post, including video of card making session and wide coverage of 'MPs Flooded With Valentines Cards About SRE Our event and the Attitude Sex and Relationships panel, with Stella Creasy MP and Olly Alexander, discuss inclusive SRE with CTA for tweet to Justine Greening actioned by viewers March 1st - Government Announces Plans For Compulsory SRE Justine Greening announced the plans in the week after our event, and we begin our work to make sure it will be LGBT+ inclusive including releasing a poll with THT that showed 72% of LGBT students say that inclusive Sex and Relationships Education would have given them a better first sexual experience page 9
live stream cross platform views: 35,584 The stream not only featured all of the amazing content from the day but our content as marketing videos, the dedicated video from Gay Star News and a Digital Pride promo as well as plenty of headline and wider sponsor logo hits. This came about after careful placement of them above the key speaker who was placed on stage in a way that the logos would be in the shot when the camera was on them. Total Viewers: 19,197 Peak Concurrent Viewers: As our headline media, the brand live-streamed our highly professional multi-cam stream to their Young Voices vertical Facebook page. The Intersectionality panel and Evan / Olly interview was the most watched and engaged with. Total Viewers: 15,512 Peak Concurrent Viewers: 972 A last minute addition to our streaming partners, this new Chinese based app ended up being very valuable taking the live video to a brand new audience that we have never before reached. The data also showed that the stream received 5,401 total likes Total Views: 875 views Peak Concurrent: 61 We also streamed to YouTube, with all of our subscribers receiving a notification when we went live. The stream was only embedded on Gay Star News and our social and CTA push was to Huff Post Facebook Live. However with Google as a sponsor, this was an important part of the live stream delivery moving away from live Stream that we used before page 10
content as marketing Videos Created For Cheap Facebook Boosted Adverts Produced series of viral marketing videos, with CTA relating to our two panels SRE and intersectionality seen by over 67K across platforms. Videos featured on Huff Post and Gay Star News all with sponsor messages and directly linking with native Facebook video targetting boosts and YouTube CTA tools pushing to ticket page with immersive ad experience on Facebook which all boosted ticket sale conversions from Facebook. Immersive Facebook Adverts Drove Ticket Sales Created a Facebook Canvas, designed specifically for mobile views. This mini website, was designed with the intention of driving ticket sales as well as increasing awareness of speakers, and event details featured in promo video designed exactly to be used in this format of Facebook advertising. This ad experience reached 89K people. Opportunity To Create More Branded Video Produced video where we rated Lovehoney products that would have been worth estimated 15-20K if bought through an ad agency. This video, released on our YouTube and Facebook was 'loved' by the Lovehoney team and has developed a relationship with a brand that is keen to tap into a student audience. Working with them made sense because they also used the 'Lets Talk About Sex' tagline and focus their marketing on empowering people to have the sex they want - just like our THT social action work. page 8