How UNIL got started and instagram, what they share, how they share it, and results obtained.

1. instagram
@unilch
Digital Campus Meeting May 2014
mercredi, 7 mai 14

2. #unil #medecine
fin de semestre
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3. A few facts
• Account created on July 19th, 2012
• 897 followers (+ 58 in April)
• 108 following
• 587 publications by unilch
• 4223 publications by the community
hashtag #unil in captions (typos on #until)
• 10’157 likes (sooooo much love !)
• 3 people have the access
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4. Why ?
• Attitude: launch and learn
• What we say to the audience outside:
UNIL exists (awareness), has
a beautiful campus, organizes events
and has a lively community
• Aim: create and sustain a positive
and friendly image
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5. Why ?
• What we say to the audience inside:
you are part of a community that lives
on the campus.There are many things
to notice here.We see your photos,
what you like and we interact with
you. Ye olde UNIL uses modern media
• Aim: sustain the already existing good
atmosphere
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6. Why ?
• Look at images made by students...
• ... to understand the tastes and the
habits of our users
• ... that older people and officials could
never do (dozen of selfies, parties, ...)
• ... to build a database of free pictures
of UNIL with searches on #unil
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7. Fin d exa, santé! #unil #zelig
#studentlife - beatrizanguita
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8. YESS!! #lausanne
#unil #biologie
#swiss
#universitedelausa
nne #accepted
#university -
thedodofficial
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9. Facebook
YouTube
Instagram
Twitter
Google+
Linkedin
Autres
0 20 40 60 80 100
5.4
2.3
8.1
12.4
15.1
34.9
98.0
5.5
2.9
15.6
16.5
31.5
37.3
97.2
2013 2012
Who ? - Inside UNIL
Inquiry «Comment allez-vous ? 2013» among 1160 1-st year students
mercredi, 7 mai 14

10. Facebook
YouTube
Instagram
Twitter
Google+
Linkedin
Autres
0 20 40 60 80 100
5.4
2.3
8.1
12.4
15.1
34.9
98.0
5.5
2.9
15.6
16.5
31.5
37.3
97.2
2013 2012
Who ? - Inside UNIL
Inquiry «Comment allez-vous ? 2013» among 1160 1-st year students
mercredi, 7 mai 14

11. Who ? - Inside UNIL
• 66% of instagram users at UNIL are
women (over-representation: 57.9% in
the general population of 1st-years)
• Students in economics and social
+political sciences over-represented
• Students in biology+medecine and
environment+earth sciences under-
represented
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12. How ?
• Content: daily life on the campus,
the landscape, the events, the unusual.
Nothing outside UNIL
• We try to post pictures everyday,
sometimes on week-ends
• Tone: light, friendly. Very little hard
science or official/boring stuff
• We see with the «likes» what people
expect of us
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14. Works!
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16. #epic fail
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17. How ? - Specials
• Moral comfort, wishes (before exams)
• Competitions
• Merchandising
• Takeover
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23. A week before December 3rd, 2013: this mysterious ad on instagram and Facebook
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25. • 22 pictures taken by @grisuy on
December 3rd, 2013
• A total of 392 likes (with many
doubles of course)
• No worries and a new friend for the
community managers. Just change the
password afterwards!
Did it work ?
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26. Information ecology: always
recycle good stuff... if the
audiences are the same
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27. Interaction with Facebook
• Promotion for instagram on Facebook
with a tab (woobox)
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28. Interaction with Facebook
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29. Interaction with Facebook
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30. Interaction with Facebook
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31. Marketing
• Link to our instagram account
on the home page of the official website
• News about it in the 2 UNIL magazines
• Use of instagram pictures
in the magazines and on the website
• Instagram account mentioned during
the «welcome week» for new students
(with FB & others)
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32. Videos
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33. Videos
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34. Videos
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35. Videos
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36. Like and follow policy
• Check for #unil a few times a day
and like all that’s us.
Except disgusting / insulting stuff
(happened twice)
• Follow the people who gives us the
most «likes» (through iconosquare)
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37. Need for stats
• Monitoring with Hootsuite
on keywords («examens», «zelig»,
«geopolis», «unil»)
• Stats with iconosquare (new name
of statigram)
• Most liked picture: 107. Fuels a
competition between instagramers
of @unilch
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38. Need for stats
• Average number of «likes»
per picture: 42 for April 2014
• Very few comments
• Filter who gets the most likes:
Valencia and Rise.
The less: Toaster
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39. Conclusion
• Easy, fun, time-based. You take
pictures when you wander on the
campus between two meetings
• No degree in linguistics or computer
science if you compare to Twitter and
Co. So no worries
• Low expectations. Found no good
way to measure the success, except
the likes and followers growth
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40. Next steps
• Competition for the magazine Allez
savoir! (digital meets printed media)
• More people and events
• More videos
• Other takeovers as reward for good
instagramers
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41. Next steps
• Games with our neighbors @epflcampus
Exchange accounts for one day ?
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42. Questions
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