The table below summarizes the percent increase in traffic to BHL from the five indicated social media platforms during the week of each campaign, as compared to the average traffic per week for the six months prior to the campaigns.
Flickr | Blog | ||||
Shark Week | +101% | +34% | +47% | -35% | -67% |
American Trails | -21% | -13% | +14% | +8% | +8% |
Theodore Roosevelt | +27% | +11% | +46% | +18% | +75% |
Halloween | +58% | +186% | +37% | +16% | +250% |
Catesby/ Presidential Pets | +34% | +73% | +44% | +31% | +325% |
Bone Wars | +82% | +201% | +44% | +41% | +358% |
As you can see from this table, our most successful campaign to date is the Bone Wars campaign, as traffic increased for all platforms during this campaign, and the increase was, in almost all cases, more than that seen in other campaigns. What does this tell us? Everyone loves dinosaurs!
Our least successful campaign to date was American Trails, as this has negative percent increases for Twitter and Facebook, and the smallest percent increases for the other platforms. That being said, Shark Week for the blog and Pinterest were also poor performers. In all areas except Flickr, the Theodore Roosevelt campaign also resulted in low increases in traffic to BHL. For both of these institutional collaboration campaigns, there was no collaboration on the part of the other institution, though we tried to get them to promote our material as well. What does this tell us? Institutional Campaigns are not as successful as pop culture campaigns, and if we want them to be more successful in the future, we must ensure that the other institutions actively collaborate with us to promote our content.
The graph below shows the traffic to BHL from each platform per week, with the weeks of the campaigns highlighted.
The graph below shows the average traffic to BHL from the various social media outlets in the left-most column, as compared to the traffic to BHL from those same platforms during each campaign in the columns moving to the right of the left column. The percent increase or decrease in traffic for each platform is indicated within the graphs.
The graph below represents the total increase in followers to Facebook and Twitter for the six months prior to the campaigns, as compared to the weeks of the campaigns. Interestingly, the campaigns were not very successful in driving up the number of people following us on these platforms, though they did increase traffic to BHL from the social media platforms. Thus, though our ultimate goal is to drive traffic to BHL, we also want to increase those following us on our platforms, so this is an area we will have to work on. To do that, we will have to get more people to retweet and repost our content in order to drive up followers. Thus, we must engage in more collaborative efforts.
Finally, the graph below represents the average number of browses, subscribers, and downloads to a single iTunes U collection as compared to the browses, subscribers and downloads we had to our Shark Week and Bone Wars iTunes U collection. While the Shark Week iTunes U collection saw a significant increase in these numbers, the Bone Wars iTunes U collection performed significantly less well than a single collection usually performs. Thus, perhaps we need to promote our collection more thoroughly in the future.