Its On Us 1

Social Media Measurement Plan

10/17/14

Its On Us
Background:
The White House launched the Its On Us public awareness campaign to help put
an end to sexual assault on college campuses. The campaign asks men and women
across America to make a personal commitment to step off of the sidelines and be a
part of the solution to help put an end to campus sexual assault. Its On Us aims to
fundamentally shift the way we think about sexual assault, by inspiring not only
college students but also everyone to see it as their responsibility to do something to
prevent it (The White House). Big or small, Its On Us is committed to creating safe
campus environments - whether it a dorm, party, a bar or the greater college campus
in general - where sexual assault is unacceptable. The campaign supports studentled efforts which are underway across the country, that focus particularly on
motivating college men to get involved.
Goals:
Our first goal is to decrease sexual assault on college campuses. Although sexual
assault has always been of the utmost importance on college campuses, theres still
an enormous rate of sexual assault cases and victims reported each year. According
to an article written by Claire Gordon of Aljazeera America, At Americas top 25
universities the number of reported sex offenses increased from an average of 12.5
percent in 2011 to 20.1 percent in 2013. This means that sexual assault reports
jumped 61 percent at the top colleges in just two years which is an alarming rate for
any student, parent, and University. Its On Us has partnered with over 200 colleges
and universities all of whom are committed to bringing this campaign to their
campuses. We chose this broad goal because it encompasses many aspects of
sexual assault on college campuses. In other words, contributing towards the Its On
Us campaign is a personal commitment by individuals to help keep men and women
safe from sexual assault - It is a promise not to be a bystander to the problem, but
to be a part of the solution (Its On Us).

Our next goal is to engage college students in preventing sexual assault,

particularly men. During a speech unveiling the Its on Us campaign, President
Obama highlighted the responsibility of the parents of young men to teach [men]
respect for women. By actively engaging men into the conversation, the campaign
will change the way people react to sexual assault on college campuses. In our
society, most men are not comfortable with violence against women, but often dont
speak out because they believe that other men accept this behavior. By getting men
involved, we can change this way of thinking and create new social norms (Its On
Us). The campaign puts a large emphasis on setting clear examples on what it

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means to be a man and how men should treat women. President Obama places the
responsibility on grown men to set an example and be clear about what it means to
be a man(Schneider). The president and vice president were adamant in their plea
to engage men in preventing sexual assault. The president said, This is not your
fight alone. This is on all of us, every one of us, to fight campus sexual assault. By
uniting men and women in the fight against sexual assault, the Its on Us campaign
aims to [take] the right approach with men to invite them, and not indict them, into
the conversation (Eilperin). The presidents emphasis on engaging men into the
conversation is a key factor in our goal because traditionally, men are disengaged
from the discussion. Abolishing gender boundaries will allow for men and women to
unite in the prevention of sexual assault on college campuses.
Our third goal is to increase the number of college students participating in the
Its On Us campaign. The Its On Us campaign has received support from NCAA
athletic conferences such as the Big Ten, Pac 12 and Big 12, which identifies many
well known universities as partners. This partnership is helping to increase the
number of universities around the country to step up and join this campaign. These
college campuses often have a wide variety of groups and organizations with
philanthropic and social activist themes or backgrounds. While these events on
individual campuses can often be successful, topics such as domestic violence and
sexual assault are met with hesitation. An MIT study showed that while 17% of
female undergraduate students reported an experience that fit the surveys definition
of sexual assault, only 11% of female undergraduates checked yes when asked if
they had been raped or sexually assaulted (Gray 2014, 1). This shows a clear divide
in students understanding of what is qualified as sexual violence. By motivating
individuals to take action, our goal to decrease sexual assault on college campuses
will become a reality. Engaging college students in the discussion will then allow for
a deeper understanding of the consequences for their actions.
Audience:
As mentioned above, the report is geared mainly towards current college students.
These individuals, combined with the technological advance currently taking place in
academics, allows for our audience to be easily reached through several facets of
technology. The use of smartphones, tablets and other devices allows for
organizations to use many different platforms to reach audiences.
This new age of technology has allowed these students the opportunity to have
nearly an unlimited supply of news and resources at their fingertips. According to a
study by re:fuel, on average, college students spend 3.6 hours a day with their
smartphones and much less time with computers and other technological devices.
87% of students also said they never leave home without their cell phone.
(Campusquad) These figures show that the most common practice of receiving and
exchanging information, social interaction, and general communication comes from a
college students smartphone.

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Another important group to reach with this campaign is college administrators. While
the Its On Us campaign may be more effective towards college students, by gaining
the support and understanding of college administrators, this campaign can work
more intimately with colleges and universities around the country.
These administrators set not only what events and opportunities students will have
on their campus, but also the tone and conversation that takes place around these
institutions. By allowing school administrators to be the ones to organize and
sponsor the events will help the campaign be more successful when they reach the
students.

Timeframe for Measurement:

President Obama and Vice President Biden have prioritized preventing sexual
assault on college campuses since the beginning of their administration. In April
2011, Vice President Biden officially introduced comprehensive guidance to help
colleges and universities nationwide better understand their obligationsto prevent
and respond to sexual assault on campus (Whitehouse.gov).
We will measure the success of the Its on Us campaigns efforts by checking in on
all social media platforms once a week. Each Sunday, we will review the progression
of the campaign in hopes we can learn and improve our strategies at the beginning
of each week. By doing so, we will be able to monitor the effectiveness of the
campaign and each goals progress, as well as the discussion and overall views of
the campaign.
We will also measure the growth of this campaign by monitoring the number of
partnerships and sponsors from academic institutions. By using the same weekly
timeframe, we will be able to easily track the change in the number of partners on
the Its On Us website.
These measurements will last the duration of one academic year from August to
May. By monitoring the Its on Us website we will use the growing number of
partnerships and sponsorships as an indicator showing us the level of involvement
on different campuses.

Key Performance Indicators

1. Goal: Decrease Sexual Assault on College Campuses
KPIs:
Monitor the number of sexual assaults across all college campuses.

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o In order to understand how far the Its On Us campaign has reached, it

is essential to monitor the number of sexual assaults across all college
campuses.
o This number can be monitored through tracking the number of
reported sexual assaults on college campuses by looking through
individual college campus administrative documents.
o Monitor the brand sentiment through Youtube video comments, tweets,
and Facebook posts.
Survey students across various college campuses to evaluate the
effectiveness of the Its On Us campaign.
o This survey will measure the number of victims of sexual assault on
college campuses.

2. Goal: Engage College Students in preventing sexual assault, particularly

men.
KPIs:
Audience awareness and exposure of college students to the Its On Us
social media pages
o Tracking college students activity on social media will help see how
much exposure the Its On Us campaign has received during the
timeframe for this report.
o Monitor the number of student pledges on the Its on Us campaign.
The number of students willing to pledge their allegiance to the
campaign is indicative of the campaigns success.
o At the end of the campaign, monitoring the level of influence by
looking at the retweeted tweets, facebook comments, and Youtube
video responses.
Involvement from mens organizations on college campuses in the
campaign
o By involving mens groups we can help to engage them in this
conversation. By conducting two focus groups, the first at the
beginning and the second at the end of the campaign, these focus
groups will feature students from male organizations on campuses
regarding their perceptions of sexual assaults. Listening to male
feedback before and after the campaign, gives us an indication of how
their perceptions of sexual assault changed over the course of the
campaign.

Monitor the campaign twitter interactions

o Measuring the number of followers, retweets, and hashtags about the
Its on Us campaign and use this activity as an indication of how many
people have looked into the Its on Us campaign. Gauging the nature
of twitter interactions gives us an idea about what kinds of people are
talking about Its on Us.

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o By measuring brand sentiment through retweets and replies, we will
be able to see which content sparks the most conversations.

3. Goal: Increase Number of Colleges Participating.

KPIs:
Measure the number of campuses involved in Its on Us
o
Monitoring the number of campuses involved with the Its on Us
campaign from their website is an indication of the campaigns exposure
on college campuses. The more campuses involved with the campaign,
the more students will be exposed to the campaigns objectives. Student
awareness is a vital part of the campaigns success. By educating students
about sexual assault prevention, we will be able to eliminate the issue.

Interaction of NCAA conferences in the Its On Us Campaign

o Determine the level of engagement between college campuses and
their NCAA conferences. This can be done by monitoring the number
of NCAA schools per conference partnering with Its on Us at the
beginning and end of the campaign.

Metrics:
Twitter:
Increase twitter followers from 125 to 400 by the end of the campaign. We
would like to see this increase through an addition of 5 - 10 followers a week.
Youtube Page:
Currently, the Its On Us campaign PSA has 2,640,358 views. As the only
video on the campaign, we think it is not only reasonable, but would also be
very beneficial for this video to hit 3,000,000 views before the end of this
measurement period.

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There are also 8,263 comments to this PSA, we would like to increase this
number to 12,000 by the end of the measurement period.

Facebook:
Increase the number of facebook likes from 1,306 to 3,000 by the end of the
campaign.
Currently, the posts on the Its On Us Facebook page have a minimal
response in likes, shares and comments, ranging from 8-40 likes and 1-3
shares per video or post. As a result, we would like to increase this number to
approximately 150 likes and 35 shares per content post.
Survey Monkey:
Send 200 surveys to students across a wide variety of colleges and
universities.
Have an 80% response rate from these surveys.
Pledge Signers: reach 35% increase of pledges by the end of the year
Number of Colleges Participating:
As of 2014, there are 4,599 college campuses across the United States while
233 colleges are participants of the campaign.
Increase the number of participants of current schools by 60%
Positive Mentions in the Media:
Facebook: 80% of all mentions on Facebook should be positive by the end of
the campaign
Twitter: 65% of positive activity on Twitter whether it be through tweets,
mentions, hashtags, and/or favorites by the end of the campaign
YouTube: Increase YouTube conversation while having 70% of all responses
be positive by the end of the yearlong campaign.
Generating awareness across college campuses is the main purpose of the
campaign; therefore, it is important to increase total positive brand sentiment
across platforms by a margin of 70%. Currently, the buzz across social media
platforms through comments, hashtags, retweets, and favors are low,that
being said, by the end of the year long campaign we would like to see more
activity across all websites and platforms.

Measurement Tools:
Google Analytics: Google Analytics will allow the Its On Us campaign to monitor
the number of viewers to each specific section of the website as well as all the
campaign to gauge the number of unique viewers visiting the website as well. This
measurement will give the campaign a better idea of the number of new participants
and pledges it is receiving.

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The Its On Us campaign will use Google Alerts to measure what demographics are
using the phrases Its On Us, Sexual Assault or Assault on Campus. Google
Alerts will allow this campaign to receive notifications whenever these phrases are
mentioned online. This will allow the Its On Us campaign to gauge whether the
discussion and online perception of this campaign has changed, whether positively
or negatively, since its conception.
Facebook Insights can measure the campaigns number of likes, mentions, shares
and views of content on the Its On Us Facebook page. This information will allow the
campaign to follow the social conversation taking place around it and to have a
better grasp of the users connecting with the page.
Similarly, Twitalyzer will be used to observe the It On Us twitter page. By monitoring
the number of followers, retweets, hashtags and mentions, this campaign will have
an even more in depth understanding of its presence on Twitter.
Survey Monkey will be used to simply and easily send a survey, reaching out to
college to students to not only gauge their understanding and perception of sexual
assault, but also to find more specific data on the overall number of sexual assaults
on college campuses.
The campaign will also use Social Mention to track the digital conversation taking
place in reference to Its On Us. This service will track and measure these
conversations across all social media platforms.

Conclusion:
We have three goals: decrease sexual assault on college campuses , engage
college students in preventing sexual assault, particularly men, and increase the
number of college students participating in the Its On Us campaign. By reaching
these three goals, the Its On Us campaign will have fulfilled its initiatives. At the end
of the academic calendar year, we will have sufficient data to analyze the campaigns
effectiveness.
Our first goal, monitor the number of sexual assaults across all college
campuses, is crucial to understanding the extent of the issue both before and after
the campaign. A decrease in the number of victims sexually assaulted will affirm the
campaigns effectiveness. Using surveys, we hope to understand the general
perception college campuses have about sexual assault, both before and after the
campaign. Its On Us aims to revolutionize the hush factor surrounding sexual
assault and make it easier for victims and bystanders to speak out.
Our second goal, engage college students in preventing sexual assault,
particularly men, speaks directly to the emphasis placed on men by both President
Obama and Vice President Biden. Engaging men into the conversation about sexual
assault has the potential to decrease the number of men who either think its okay to
sexually assault women or think its okay to turn a blind eye to their colleagues who
engage in that behavior. Monitoring social media platforms is indicative of the
campaigns exposure during the allotted timeframe. The pledge aspect of the
campaign is possibly the most important aspect of the campaign, because it shows

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the number of students who have pledged their allegiance to preventing sexual
assault on college campuses. The higher that number the more successful the
campaign.
Finally, our third goal, increase the number of colleges participating is the
share of voice aspect of the campaign. The more colleges involved, the more
conversations people are having about the prevention versus neglecting the topic of
sexual assault. Involving the NCAA in the conversation helps open up an audience
filled with possible victims and perpetrators. The NCAAs influence over college
students is a powerful tool for the Its On Us campaign.
The three goals address awareness, share of voice, brand sentient, and the
engagement between the campaign and its target audience. By strategically using
social media to accomplish the campaigns goals, we are able to measure the overall
success of the campaign; therefore, moving towards a complete prevention of sexual
assault on college campuses.

Plan Matrix:
Business Goal

Decrease
Sexual Assault
on College
Campuses

Engage College
Students in
Preventing
Sexual Assault,
Particularly
Men

Key Performance
Indicator

As Measured By

Monitor the
number of sexual
assaults across all
college campuses

Survey Monkey,
Research through
Administrative
Documents,
Social Mention

The number of documented

sexual assaults drops by
20% across all college
campuses

Survey students
across various
college campuses
to evaluate the
effectiveness of
the It's On Us
campaign

Survey Monkey

Send 200 surveys to colleges

and universities across the
country with a response rate
of 80%.

Audience
Awareness and
Exposure of
College Students
to the It's On Us
Social Media Pages

Facebook
Insights,
Twittalyzer,
YouTube
Comments,
Google Alerts

Metric

Facebook: 80% of all

mentions on Facebook should
be positive by the end of the
campaign
Twitter: 65% of positive
activity on Twitter whether it
be through tweets, mentions,
hashtags, and or favors by
the end of the campaign
YouTube: Increase YouTube
conversation while having
70% of all responses by
positive by the end of the
yearlong campaign

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Involvement from
Mens'
Organizations on
College Campuses
in the Campaign

Increase
Number of
Colleges
Participating

Focus Group

Increase the number of

participants onf current
schools by 60%

Monitor the
Campaign Twitter
Interactions

Twittalyzer

Increase twitter followers

from 125 to 400 by the end
of the campaign. We would
like to see this increase
through an addition of 10-20
followers a week

Measure the
Number of
Campuses
Involved in Its On
Us

Google Analytics,
Google Alerts

Increase the number of

participatns of current
schools by 60%

Interaction of
NCAA Conferences
in the It's On Us
Campaign

Google Alerts

Increase the number of

positive comments and
conversations by 60%

Work Cited
Eilperin, Juliet. Seeking to End Rape on Campus, White On Us. Washington Post.
The Washington Post, n.d. Web. 16 Nov. 2014.House Launches Its
<http://www.washingtonpost.com/blogs/post-politics/wp/2014/09/19/seeking-to-endrape-on-campus-wh-launches-its-on-us/>
"FACT SHEET: Launch of the "It's On Us" Public Awareness Campaign to Help
Prevent Campus Sexual Assault." The White House. The White House, 19 Sept.
2014. Web. 06 Nov. 2014 <http://www.whitehouse.gov/the-pressoffice/2014/09/19/fact-sheet-launch-it-s-us-public-awareness-campaign-helpprevent-campus->.
Gordon, Claire. "Sexual Assault Reports Jump 61 Percent at Top Colleges in Two
Years." Sexual Assault Reports Jump 61 Percent at Top Colleges in Two Years | Al
Jazeera America. Aljazeera America, 7 Oct. 2014. Web. 06 Nov. 2014.
<http://america.aljazeera.com/watch/shows/americatonight/articles/2014/10/7/colleges-clery-sexualassault1.html>.

10 Its On Us; Shulman, Snow, Dudiak

Gray, Eliza. Campus Sexual Assault. Time. Time, 29 Oct. 2014. Web. 07 Nov.
2014.

"Its On Us." Its On Us. N.p., n.d. Web. 08 Nov. 2014. <http://itsonus.org/>.
Shear, Michael. Obama Unveils Push for Young People to Do More Against Campus
Assaults. The New York Times. The New York Times, 19 Sept. 2014. Web. 16 Nov.
2014.
The Evolution of Social Media Use Among College Students-Campus Quad.
Campus Quad. n.d. Web. 8 Nov. 2014.