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Telling multimedia research stories

Telling multimedia research stories

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Telling multimedia research stories

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  1. Telling multimedia research stories Vanderbilt University News and Communications May 20, 2014

  2. Public Affairs at Vanderbilt • Unified across university and medical center • Comprehensive, in-house public affairs firm • Responsible for reputation management locally, nationally and globally

  3. Overview • News and Communications produces and manages: • Media relations, media training, media tracking • Video • Web communications • Social media • Publications • Communication planning • Internal communications • Issues management • Partners closely with school and college communicators, Development and Alumni Relations, Undergraduate Admissions, Human Relations and other campus constituents

  4. Media landscape • 50 percent of public now cites Internet as main source of national and international news. 71 percent of 18-29 year olds cite Internet as main source of news • Social media is now primary source of news for 19 percent of Americans, double what it was in 2010 • 50 percent of Americans own a smart phone or tablet, of those who do, 66 percent get their news on these devices Pew Research Center for People and the Press (July 2013)

  5. Overall Content and News Goals • Strengthen public perception of Vanderbilt’s research enterprise • Promote and protect the Vanderbilt brand • Elevate national and international profile • Provide exposure and promotion for faculty • Vanderbilt community engagement and pride

  6. Mining Our Experts • Monitor daily news for opportunities • Promote our experts online • Prepare tipsheets in response to breaking news and anticipated events • Re-use existing content to take advantage of the news of the day

  7. Vanderbilt News Online Vanderbilt Homepage RSS Engineering website University news website Research news website MyVU website Facebook Twitter YouTube

  8. One Story, Many Platforms Homepage News website Employee website Research website E-newsletters Facebook Twitter YouTube Instagram Magazines

  9. Research News @ Vanderbilt • Multidisciplinary, multimedia website promoting Vanderbilt research • 667,752 unique visitors over past 12 months • Represents ~40 percent of all traffic to Vanderbilt news-oriented content

  10. Anatomy of an Interactive Release Short headline Original photography Infographics Illustrations Easy sharing Tagged by topic Embedded video Links throughout Comments Contact information!

  11. Strategy = Story + Platform + Audience+ Voice • Stories: “Why Vanderbilt,” top prioritiesPlatform: HomepageAudience: Potential students, internalVoice: Relatively formal, more marketing driven • Stories: The “heart” of the institutionPlatform: Facebook Audience:Alumni, parents, internal, prospective studentsVoice: Friendly, lighthearted, responsive • Stories: Breaking news, customer service, attaboysPlatform: TwitterAudience: Media, alumni, current students, athletics, subject matter enthusiastsVoice: Pithy, direct, cheerful

  12. Tools we use • OmniUpdate for content management • WordPress for news content management and HTML email generation • HootSuite for Twitter and Facebook monitoring and Twitter posting • Sysomos for social media conversation monitoring • Flickr for photo galleries and photo sharing • Disqus to manage WordPress comments • Storify to “curate” content around events • ExactTargetfor email distribution • Feedburnerto generate branded daily email news releases from RSS feed

  13. Vanderbilt Video

  14. Video Production • Research Videos (VNR’s  & Soundbites) • News Releases/Videos • Regular Newscast • VUStar 24/7 Studio

  15. Example: Robot helps train children with autism

  16. Preparing the Researcher • Media training • Video taping • Pitch • Coordinate interviews

  17. Examples Are gifted children getting lost in the shuffle? Math being taught to kindergarteners is old news

  18. Contact Us • www.vanderbilt.edu • news.vanderbilt.edu • facebook.com/vanderbilt • @vanderbiltu • 615-322-NEWS • news@vanderbilt.edu