media 2017 report s t a t i s t i c s | i m p a c t | g r o w behind the scenes of the most successful t national student pride social impact campaign h #LetsTalkAboutSex 2 0 plus the impact of the marketing of this year's event 1 7 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 media report 2017 page 2 65K video views on Facebook page alone - all with sponsor inclusion 4.3K social media growth our student and graduate team surpassed all growth targets 468K growing our highly engaged and organic audience impressions in event month Facebook audience Twitter is a different game from twitter account Key takeaways from this years News and conversation is strongest on analytics show that our top Twitter, compared to video on Facebook. performing posts were all videos - showing the worth of investing in Analysis of our audience shows they are strong video content to drive this politically engaged, enjoy comedy, page. It is also the cheapest form movies, entertainment and unsurprisingly 10.1K of advert. best described as 'online buyers' by Twitter. With the top mobile carrier of On the important announcements our audience being our sponsor 02. posts which drive spikes in ticket sales - comparatively, Brighton The audience surpassed 10K, up 4% and Pride with 90K page likes was verified this year. announcing Pet Shop boys got 1K impressions. Instagram is where it's at Not only is our feed now beautiful, with Where as our announcements of audio messages pointing to our story and Olly Alexander and Sarah Nimmo calling for subscription on the day as well both separately garnered 5.3K as targeted Instagram adverts in the run organic impressions - with only 4K up - we'll be focusing on continuing our page likes huge growth in this audience this year. g1ro4wth 0sinc%e 2016 Partial to the success of our Average 50 likes, and 1.5K reach per post Facebook is being by positive by design. Analysis of the sentiment What next? LinkedIn of our posts show 71% Positive, With careers such a focus of our event, 21% Neutral and 8% Negative. and with a stable page on LinkedIn set up - the next step is to connect with 600 The audience has grown from 3.2 partners and sponsors in a space they to 4.3K since last year's event feel at most comfort too. media report 2017 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 media report 2017 page 5 harnessing the power of influencers video and audio network Delivered all without a penny The value in reaching out to YouTubers, spent, leaning on and asking them to name check us in a sex 'this week building connections with confession video campaign (that they YouTubers and podcasters hosted on their own channels took part by we're talking we reached an estimated 35K multiple LGBT YouTubers) was not just in media clicks with a highly views, though. Many came on to attend the about sex & valuable presenter day, and support us with social media posts endorsement of our event. including during our social action campaign. relationships, We persuaded two podcasts, We'll be focusing more on building our because it's including City AM's already existing network of social professional development influencers in the coming year including student pride' show (with a influential city with a proposed digital-only YouTuber Suzi Ruffell & Tom Allen audience) to focus their show panel in august - as well as developing our Like Minded Friends podcast on our themes and event. podcast as a piece of branded content. 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 media report 2017 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 Talent Media Gay Star News Cover photo and mention of Created dedicated video LGBT History Month Magazine Preview coverage 4 articles in mag Featured op-eds Further coverage in Embeded Live Stream International Women's Day mag Adverts and on-air interviews Hosts podcast, got us featured on iTunes QX Magazine Uni of Westminster student media provided massive team of media 6 weeks of preview coverage Social media support volunteers and extensive coverage Dedicated and downloadable weekend guide pull out media report 2017 page 7 press coverage 140+ Mentions Sponsor logo placement in videos International reach to USA, India, Canada 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. 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. 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. media report 2017 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 Meetings with THT to discuss to discuss panel theme partnership on SRE campaign, to Support THT SRE Christmas Cards send valentines cards to MPs Campaign NSP marketing officer contributes to design of final cards 9 regional workshops held with NUS Partner with NUS LGBT+ and LGBT+ including in London, Sheffield and arrange card making workshops Cardiff are held that produce over 400 cards to MPs calling for compulsory SRE 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 media report 2017 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.