Started in Oxford Campaign 1: 25 August – 11 September 2016 Campaign 2: 23 October – 1 December 2017

Goals 1. Position the Oxford region as one of the most innovative in the UK. 2. Celebrate examples of spinouts, startups and entrepreneurs which #StartedinOxford. 3. Position Oxford University as a leader in innovation. PAD works together with Research Services and Oxford University Innovation to develop the campaigns. A budget allocated to commission a series of distinctly branded videos and stills about innovation and entrepreneurship that are then run across the main university channels and RT and shared by others in the university and externally.

Campaign 1: 25 August – 11 September 2016 The first campaign was run for a shorter period and had more content: - we had a website, storify, some paid posts and a lot of organic posts.

Stats Overview 17 Facebook posts – total reach*: 3,523,656 Engagement: 110,538 32 Tweets – total impressions: 434,990 Engagement: 6948 Retweets: 790 Likes: 964 5 LinkedIn posts 8 Instagram photos – total impressions**:178,000 Total reach:124,000 Engagement: 7534 17 Facebook posts – total reach*: 3,523,656 Engagement: 110,538 Taken from Facebook native data analytics 32 Tweets – total impressions: 434,990 Engagement: 6948 Retweets: 790 Likes: 964 Taken from Twitter native data analytics 5 LinkedIn posts 8 Instagram photos – total impressions**:178,000 Total reach:124,000 Engagement: 7534 Instagram for business analytics only offered mid way through the campaign due to roll out of Instagram for business. This is why not all posts have been counted. *Including paid advertisement **Instagram analytics only offered mid way through the campaign. Please see data file for posts included

Web Analytics 3,500 carousel clicks 4,171 po.st clicks 569 storify native views

Paid post performance Organically, this post had the highest reach and engagement on Facebook We boosted a high performing and a poor performing posts. This post was the highest performing post on Facebook and continued to perform well when enhanced with paid Facebook advertising. The story is very captivating; this post also organically performed very well on Instagram.

Paid post performance Organically, this post had the lowest reach and engagement on Facebook This post was the lowest performing post on Facebook but performed slightly better when enhanced with paid Facebook advertising.

OUI & Oxford Impact accounts

Campaign 2: 23 October– 1 December 2017 The second campaign had 15 pieces of content and was run over a shorter period. - we had a website, storify and organic posts but no paid.

Stats Overview – so far 9 Facebook posts – total reach: 160, 836 Engagement: 6, 588 33 Tweets – total impressions: 493,397 Engagement: 7, 874 Retweets: 906 Likes: 1, 510 5 LinkedIn posts – total impressions 701, 564 3 Instagram photos – total impressions: 197, 233 Total reach: 148, 022 Engagement: 9, 094.

Web Analytics 1, 573 carousel clicks 1, 511 web views 1,602 storify native views

Get involved!! Share on Facebook, Twitter, Instagram. Post a link to the Storify or RT from Storify. Post your own #StartedinOxford story Don’t forget – ALWAYS use the hashtag.