It s On Us Social Media Measurement Plan

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1 It s On Us Social Media Measurement Plan Background The It s On Us campaign is an initiative developed by the White House, stemming from the creation of the White House Task Force to Protect Students from Sexual Assault. ( Fact Sheet ) The campaign seeks to reframe the conversation surrounding sexual assault in a way that inspires everyone to see it as their responsibility to do something, big or small, to prevent it (Lierman, Kyle). The campaign has several social media elements: a landing page, a Facebook page, a Twitter, and various videos that drive the campaign s message. The project is aimed at college campuses to elicit students to become engaged in the movement. Goals 1. To prevent and decrease sexual assault on college campuses The It s On Us campaign is recognizing that sexual assault on college campuses is a serious and widespread problem, and that the only way to solve it is to prevent it from happening. The campaign s website states that it is aiming To help colleges and universities nationwide better understand their obligations under federal civil rights law to prevent and respond to sexual assault on campus ( Fact Sheet ). College students having knowledge and an understanding about sexual assault will initiate prevention, and this campaign is aimed to do exactly that. 2. To increase awareness about sexual assault issues Our second goal is to alter social perceptions and increase awareness to make sexual assault unacceptable. The campaign serves to make college students aware of this issue and to change the possible perceptions that sexual assault is okay. Specifically on the website, an objective states, to create an environment in which sexual assault is unacceptable and survivors are supported (itsonus.org) The campaign aims to change the way that college students think and behave in sexual situations, and To improve enforcement, transparency and accountability for students about sexual assault ( Fact Sheet ). 3. To engage college students in preventing sexual assault In order to prevent sexual assault, it is important for millennials to engage in the campaign. Certain tools are effective in reaching out to this audience for a response. The use of social media and online content sharing is the best way to captivate this audience for future

2 prevention of sexual assault. The campaign seeks to engage college students and all members of campus communities in preventing sexual assault in the first place ( Fact Sheet ) 4. To change the audiences perceptions that sexual assault is unacceptable Current perceptions about sexual assault are not ideal. There is an issue with college students being passive or not acting against sexual assault, which is what the campaign aims to change. It s On Us aims to not only make college students aware, but to also change the way they think and behave towards sexual assault. Their perceptions are what determine the way they think, feel and act, and making these perceptions align with the values of this cause is an essential goal within the campaign. Audience It s On Us is a campaign geared toward influencing action on college campuses and therefore, its main targeted audience is college students, aged Previous White House initiatives targeted college administrations, but this social media campaign serves to an alternate audience. Students in college now are within the millennial generation. Therefore, a social media campaign is appropriate to capture their already avid use of technology as a means of peer- to- peer communication and as a content sharing tool. The campaign has a variety of ways users can get involved online, like the ability to upload customized It s On Us photos to Facebook and Twitter and signing their name on the pledge page to represent their personal stance on the cause. The campaign s visual elements are aimed at the target audience. Visuals, like the logo, are bold, simple and colorful. The way that the logo can incorporate other brands tells the audience who supports the cause. These are brands are of interest to the targeted group, like NCAA, Electronic Arts (EA and EA Sports), VH1 and MTV. Although the initiative is geared towards all college students, the campaign is seeking to specifically engage college men, which can be seen through these brands specifically. It s On Us uses public figures who are recognizable to the audience, like Jon Hamm, Randy Jackson, Kerry Washington and even President Obama. These well- known individuals reinforce the campaign s messaging, while simultaneously appealing to young adults. Timeframe for Measurement

3 The campaign launches on September 19th, Keeping in mind the audience of college students, using their academic year could be a relevant time period to focus on. The measurement of the campaign will occur between September 2014 and May 2015, seeing as students are more engaged on campus between these months, and are more likely interact with their peers by a means of social media while at their colleges and universities. The measurement will occur on a weekly basis, as social media user engagement will likely fluctuate throughout the week. By measuring weekly, we will be able to see when engagement is at its highest and lowest. In the beginning, we predict that engagement of the campaign will be high, due to the possible press coverage of the launch. Continuously enhancing the existing social media tactics will keep the target audience engaged and maintain a fresh perspective. The campaign will meet its objectives by the end of the academic year (May 2015). Key Performance Indicators (KPI) Goal 1: To prevent and decrease sexual assault on college campuses 1. Changes in the number of sexual assault cases reported to school administration a. Decreasing sexual assault is at the core of this campaign. Decreasing the number of cases is very important for the success of the initiative overall. Although achieving this indicator would only show a possible correlation between the campaign and the number of sexual assault cases, it is still fundamental to be able to see the overall success of the initiative. Goal 2: To increase awareness about sexual assault issues 1. Number of video views on the original campaign video a. Prominent figures will be featured in the Its On Us video which serves to encourage college students to join the movement. Video views will increase awareness that sexual assault is unacceptable due to the video s message which incorporates perceptions of sexual assault. The video states, its on us, to stand up, to step in, and to not look the other way. All of these phrases will aid in altering college students perception of non- consensual sex. 2. Site views on itsonus.org, and time spent on the site s pages a. The number of times that the It s On Us website is viewed will be a very

4 important indicator of the effectiveness of the campaign. The number of times that the landing page is viewed, as well as the number of times that each page on the website is viewed, will directly show the level of engagement. College students spend a large amount of time online and a website is an important tool to generate engagement of the target audience. By measuring the frequency and number of pages viewed on the site, it will indicate a relationship being built between the audience and the cause. 3. Number of Twitter and Facebook followers a. Twitter and Facebook are impressive social media outlets with many features. A rise in the number of Facebook page followers and Twitter followers would show that the audience is interested in the cause, and indicates the awareness of the audience. Goal 3: To engage college students in preventing sexual assault 1. Number of t- shirts purchased from website a. Students who purchase t- shirts will be spreading awareness that sexual assault is unacceptable with the assumption that it will be worn around their college campuses. By wearing the campaign logo around campus, it allows students who are unaware of the campaign to be influenced in finding out more about it. If we are able to measure the number of t- shirts purchased from the Its On Us website, it will indicate if the cause is becoming better well- known. Tracking the number of t- shirts purchased will also suggest the degree in which a student feels encouraged and inspired to make their peers aware that sexual assault is inadmissible. 2. Number of people who customized their profile pictures a. The number of people who change their Facebook profile pictures using the the It s On Us tool will indicate how captivated the audience is with the cause. It takes a certain amount of effort and dedication to the cause for the audience to go through the process of changing your profile picture. The people who do this will show this high level of engagement. Using the customized photo will show support of the campaign, as well as spread the word to others. 3. Number of pledges on website a. Similar to tracking the number of t- shirts purchased from the Its On Us website, following the number of pledges will help The White House understand the

5 degree of which students have become aware and engaged. By measuring the increase of student pledges over time, it will indicate an increase of engagement to the cause and the overall campaign. 4. The number of student initiated movements on college campuses a. Prevention is the key word of the above goal, and initiating prevention of sexual assault is arguably the main goal of the campaign. When college students begin to initiate prevention themselves, it will indicate that they would like a decrease of sexual assault cases. An increase in the number of student initiated movements will show a mentality shift among the students involved, increasing the likelihood of prevention. We describe a student movement as any online or on- campus generated content created by students. For example, students creating their own Its On Us video would be an example of the described movement. Goal #4: To change the audience s perceptions that sexual assault is unacceptable 1. Twitter and Facebook posts mentioning the campaign a. Facebook and Twitter both have many features, including the options of discussing a topic, retweeting another s, and following a person or cause. When people mention the It s On Us campaign, it spreads the word, shows support to the cause, and shows the user s perception about sexual assault. Posts and statuses add to the overall discussion about the campaign online, and the content of these posts will indicate the possible changes of perception among the audience. 2. YouTube Comments a. YouTube comments will help The White House understand the perceptions of the campaign by reading the audiences personal response to the Its On Us video. The video expresses powerful messages that have potential to elicit responses from college students. When students post these comments, it will indicate what their perceptions are and if they have changed. 3. Words expressed in videos uploaded by students about the campaign a. When individuals or organizations upload videos about the cause, it will give insight to the audience s perceptions surrounding sexual assault. By watching and analyzing these videos, the content of them will clearly show how the audiences thoughts and feelings have possibly changed.

6 Metrics 5% decrease in the number of reported sexual assault cases to school administration by the end of the campaign A decrease in the number of reported sexual assault cases will show that the cause of the campaign permeated to the targeted audience: college students. Sexual assault is a large issue, and therefore, a 5% decrease would be reasonable. 10,000,000 views on original campaign video The campaign s main video is powerful with a compelling celebrity presence. College- aged students are present on YouTube, and we expect the video to be shared on multiple platforms (Facebook, Twitter, , etc.). The video should gain traction, and it would indicate success if it achieves 10,000,000 views by the end of the campaign. 1,000 site visits every month 1,000 site visits every month indicates success of the campaign because it serves to achieve the goal of awareness. 1,000 visits is a reasonable initiative because the site serves as the main source of the campaign because it incorporates many of the campaign s elements (video, pledge, t- shirts, donations, etc.) 100 Facebook followers per week & 100 Twitter followers per week Followers on both Facebook and Twitter are important to accumulate because it correlates to people becoming aware and interested in the campaign. Following the cause on social media is a low amount of commitment compared to other ways people can get involved. We believe that 100 Facebook followers and 100 Twitter followers per week will indicate a successful amount of people becoming aware. 30 t- shirt purchases per week For people to become aware and engaged in the campaign are two main goals, but for people to spend money and purchase a t- shirt is a higher level of commitment. That is why we expect a fewer number of t- shirts purchased than followers, comments, etc. Thirty shirts purchased per week will be a successful amount. 50 profile pictures changed a week 50 profile pictures changed with the customized Its On Us logo will be a metric of success because we rationalize that traffic to the website would be much higher than the profile pictures changed. We assume that not every individual who visits the site will feel encouraged to take the extra step to change their profile photos on their personal pages. Therefore, we would see 50 pictures changed as

7 a success. 500 pledges per week We expect about 1,000 site views per week, and we believe that about half of these people will sign the pledge. Signing the pledge is affirming the viewer s beliefs, and it involves a low- level of commitment. About 500 pledges per week will indicate success. 150 student- initiated movements by the end of the campaign Through our goals and objectives of the campaign, we encourage students to be apart of the movement to decrease sexual assault, and to take immediate action. Therefore, 150 student- initiated movements would be a major success because it will indicate that students are caring about the issue through their real- time engagement. 100 Twitter posts & 50 Facebook posts per week Twitter is a better platform for faster, shorter bursts of information. We expect our social media campaign to be shared and discussed in this way, and therefore, expect two times as many posts on Twitter than on Facebook. If 100 Twitter posts per week and 50 Facebook posts per week were to occur about the campaign, it will show a successful amount of discussion. 1,000 YouTube comments per week YouTube comments are often a place for people to discuss and debate about topics, causes and people. The issues discussed and public figures present in the video will elicit debate and discussion. This is why we predict the high estimate of 1,000 comments per week on the video. We expect that not all of the comments will be positive, but the large amount of comments will show a successful amount of discussion. 80% of the uploaded videos by college students containing content that aligns with the values of the campaign It is important that students perceptions align with the values of the campaign: that sexual assault is unacceptable and bystanders must take action in order to prevent these cases. If 80% of student- uploaded videos contained these values then it will be clear that our message was heard and spread. Measurement Tools To know if the campaign had a possible change in the number of sexual assault cases reported to Universities, the number of cases would have to be recorded before and after the campaign. This would be achieved by reaching out to individual schools for this data.

8 We will tally the number of T- shirts purchased by the audience, the number of profile pictures uploaded to the site, and the number of names listed on the website pledge page. Knowing and understanding these numbers will allow us to measure the engagement of the audience. Their engagement will indicate not only their awareness, but also their desire to be involved and spread the word themselves. YouTube Analytics is a useful tool to track video views, and video engagement. In addition, it allows the researcher to track audience retention and even provides a demographic for the audience a video is reaching. Interestingly, YouTube Analytics provides data on average view duration. This is important for the It s On Us campaign because it will display whether people are watching the video from start to finish, or stopping it before its conclusion. ( YouTube Analytics ) For tracking the number of It s On Us site views we recommend using Google Analytics. This tool allows you to Trace the customer path, or know where the viewers came from and how they flow through your site from page to page. It also allows for Audience Data & Reporting, or knowing how they find your content and how loyal and engaged they are ( Google Analytics ). These features, and many more that are offered, are important and relevant to knowing almost everything about the site traffic. Twitter and Facebook have many features that college students can utilize. The target audience is very active on these sites, and gaining followers on the It s On Us Facebook and Twitter pages will indicate a level awareness of the cause. The users comments, posts, and use of the hashtag will show any change in perceptions about sexual assault, through this engagement. Using Twitalyzer would give the campaign one- click access to Twitter metrics that analyze followers, mentions, retweets, and influencers and their locations ( 50 Top Tools ). We also recommend using Social Mention, which is a real- time social media search and analysis platform that aggregates user- generated content from Twitter, Facebook, FriendFeed, YouTube, Digg, Google, etc. into a single stream (Dyer). These tools that monitor engagement within the campaign will help the White House understand the sentiment. Social Mention would also be a critical tool to use when gathering information about movements created by students on college campuses. Students could be creating content online themselves, so using this as a method of compiling user generated content would be useful (Dyer). Monitoring YouTube comments would also be beneficial in understanding sentiment, and Social Mention is a measurement tool that could assist in achieving this goal.

9 It is expected that the target audience will generate YouTube videos about the cause, and words expressed in these videos is good qualitative data that will allow us to understand the influence of the campaign. Conclusions After the It s On Us campaign has run its course, we will know an immense amount of information. We will be able to tell which measurement tools were most successful in measuring our KPIs. Depending on whether our goals are achieved will indicate what elements should be changed for future campaigns. We will be able to tell which social media outlets drew the largest crowd of our targeted audience, and therefore, we would be able to tell which elements need to be pushed further in the future. For example, if we do not gain our targeted number of Twitter followers, we would need to find ways to engage people more on Twitter. We will also be able to tell how timely we were in relation to the engagement with our audience. Our various measurement tools will be able to tell us information about what times of the day, the week, the month, and the year when people were the most engaged. This information could be strategically used in figuring out when to and when not to post campaign content on social media. Metrics within the goal of engagement will help us conclude whether the call to action was a large enough pull to get students to act. For example, asking students to create an event for the cause on their college campus may elicit more engagement in the future. Matrix: Business Goal Key Performance Indicator Measurement Tool Metric 1. To prevent and decrease sexual assault on college campuses Changes in the number of sexual assault cases reported to school administration Tallying the change in the number of reported sexual assault cases on college campuses 5% decrease # of reported cases by the end of the campaign 2. To increase awareness about sexual assault issues Number of video views on the original campaign video Site views on itsonus.org, and how many pages are viewed Number of Twitter and Facebook followers YouTube Analytics Google Analytics Social Mention 10,000,000 views 1,000 site every month 100 Facebook followers per week & 100 Twitter Followers per week 3. To engage college students in Number of t- shirts purchased from website Tracking number of purchased t- shirts online 30 t- shirt purchases per week

10 preventing sexual assault Number of people who customized their profile pictures Number of pledges on website The number of student initiated movements on college campuses Tallying Pictures Uploads Google Analytics 50 Pictures Changed a week 500 Pledges 150 Movements by the end of the campaign 4. To change the audience s perceptions that sexual assault is unacceptable Twitter and Facebook posts mentioning the campaign YouTube comments Words expressed in videos uploaded by students about the campaign Social Mention & Twitalyzer Social Mention Watch the videos and analyze the qualitative data to understand the change in perceptions. 100 Twitter Posts & 50 Facebook Posts per week 1,000 YouTube Comments per week 80% of the uploaded videos containing content that aligns with the values of the campaign Sources: "50 Top Tools for Social Media Monitoring, Analytics, and Management Pamorama Social Media Marketing Blog."Pamorama Social Media Marketing Blog RSS. Pamorama, n.d. Web. 13 Nov < top- tools- for- social- media- monitoring- social- media- analytics- social- media- management- 2013/>. Dyer, Pam. "50 Top Tools for Social Media Monitoring, Analytics, and Management." Social Media Today. N.p., 13 May Web. 13 Nov <http%3a%2f%2fwww.socialmediatoday.com%2fcontent%2f50- top- tools- social- media- monitoring- analytics- and- management>. "FACT SHEET: Launch of the "It's On Us" Public Awareness Campaign to Help Prevent Campus Sexual Assault." The White House. The White House, n.d. Web. 09 Nov < press- office/2014/09/19/fact- sheet- launch- it- s- us- public- awareness- campaign- help- prevent- campus- >. "Google Analytics: Why." Build Your Audience Google. N.p., n.d. Web. 12 Nov < Its On Us." Its On Us. N.p., n.d. Web. 09 Nov < Lierman, Kyle. "It's On Us, a Growing Movement to End Campus Sexual Assault." The White House. The White House, 24 Sept Web. 07 Nov "Youtube Analytics." YouTube. YouTube, n.d. Web. 16 Nov <

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