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Social Media Academy 2016 Presentation Slides

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Social Media Academy 2016 Presentation Slides

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Social Media Academy, November 10, 2016

This Academy event aims to empower attendees with a higher level of expertise and understanding about new multimedia methods and the art forms that populate them. With this knowledge, digital practitioners can more effectively grow their audiences and accomplish their communications goals.

Social Media Academy, November 10, 2016

This Academy event aims to empower attendees with a higher level of expertise and understanding about new multimedia methods and the art forms that populate them. With this knowledge, digital practitioners can more effectively grow their audiences and accomplish their communications goals.

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Social Media Academy 2016 Presentation Slides

  1. 1. #DigSocial Social Media Academy
  2. 2. Welcome to Social Media Academy 2016 Ben Sharbaugh @bsharbaugh
  3. 3. Didn’t we just do this?
  4. 4. Warnings & Considerations You might not need an institutional Snapchat account
  5. 5. Things change quickly • 8 billion video views per day on Facebook • 10 billion+ video views per day on Snapchat (up 400% year over year) • Mobile device photos better than ever • You can reach thousands instantly with your phone’s video camera • 360 degree “VR” is available to anybody with YouTube or Facebook access
  6. 6. Don’t forget
  7. 7. THANK YOU @bsharbaugh benjamin_sharbaugh@harvard.edu
  8. 8. Keynote Presentation John Wihbey, Northeastern University #DigSocial Social Media Academy
  9. 9. Creating and Publishing 360° Multimedia Tim Letteney, HMSC #DigSocial Social Media Academy
  10. 10. Creating & Publishing 360° Multimedia @Timletteney #digsocial November 10, 2016
  11. 11. What the What? • What the heck is an HMSC? • Why 360° content? • How do you create 360° Content? • How did we decide what to shoot? • What was the impact? • Where do we go from here?
  12. 12. Why 360° Content? • Visual content plays very well on social • Immersive • Interactivity • High share rate • Unique (for now) • Perfect fit for museums • Social media à HMSC websites à attendance
  13. 13. How to Create 360° Content? • iPhone Apps such as Google Street View • Specialty cameras • No need for expensive cameras or VR rigs
  14. 14. On a Budget? • Richo Theta
  15. 15. Harvard Museum of Natural History
  16. 16. Harvard Semitic Museum
  17. 17. Collection of Historical Scientific Instruments
  18. 18. What Now? 1. Produce short 360 behind the scenes videos 2. Pretend to have answers to your questions
  19. 19. Live Video on Social Media Mike Petroff & Joseph Casciano, HPAC #DigSocial Social Media Academy
  20. 20. Live Video on Social Media Mike Petroff & Joseph Casciano
  21. 21. Facebook Live
  22. 22. Our Live Video Examples
  23. 23. Periscope
  24. 24. Periscope
  25. 25. Art Museums Tour & Robobees
  26. 26. CS50 Lecture
  27. 27. Equipment
  28. 28. ikan FLY-X3- PLUS DJI Osmo
  29. 29. Moment Wide
  30. 30. Analytics
  31. 31. 785,778 Video Views
  32. 32. Performance and Analytics • Average watch time: 27 seconds • Average peak live viewers: 2,112 o 0.048% of our total Facebook followers
  33. 33. Performance and Analytics • Peak viewers reaches highest point between 10-15 minutes into broadcast • Reach is often higher to non-fans than to existing fans • 20%-25% “watch” with audio turned on
  34. 34. Takeaways
  35. 35. Editorial Considerations • How is this different than edited video? • What makes a good Facebook Live? • How do we involve the audience? • How do you keep the audience interested?
  36. 36. Thank you! Questions? Comments?
  37. 37. #DigSocial Social Media Academy Break: 10:45 – 11:00am
  38. 38. Make Your Audio Shareable on Social Media Catherine Seraphin, HPAC #DigSocial Social Media Academy
  39. 39. MAKE YOUR AUDIO GO VIRAL (jk) Catherine Seraphin Multimedia Project Manager | HPAC @CJSeraphin
  40. 40. Why can’t audio go viral? 🤔 Finding shareable audio takes too much time Must-share audio clips are buried in a story or longer podcasts Shareable audio isn’t portable You’re often doing something when you’re listening Shareable audio isn’t produced for virality Doesn’t translate the same way image, video, or text does
  41. 41. Devices used most often to listen to podcasts
  42. 42. What are people doing when they’re listening?
  43. 43. Place your screenshot here If you can podcast, PODCAST › What audience need are you fulfilling? › What’s the podcast structure: Interviews? Just hosts? › What is your intended episode timing: Weekly? Monthly? › Do you have a plan to keep this ongoing? › Do you have the right equipment? The right location? › What is the podcast’s brand?
  44. 44. Harvard Voices
  45. 45. The four types of audio people share: › Audio explainers › WHOA sounds › Storytellers › Snappy reviews
  46. 46. There’s a secret plan for audio success...
  47. 47. Another version...
  48. 48. Open-source tool for creating audiograms 👉 github.com/nypublicradio/audiogram/
  49. 49. Questions? Let’s talk audio: @CJSeraphin catherine_seraphin@harvard.edu 🙌
  50. 50. Generating Video Content for Social Media without a Production Team Noah Leavitt & Craig LaPlante, HSPH #DigSocial Social Media Academy
  51. 51. Producing video for social media
  52. 52. Social video challenges Low engagement, short view length for longer, interview-based videos Many viewers watching with sound off
  53. 53. Modifying our video strategy • Start captioning all videos • Shorter lengths • Graphic/animation intensive projects
  54. 54. Testing our ideas
  55. 55. State of Social Media Custom video challengesCreative Video Project Timeline Stock Footage Production Storyboard: Visual Script: Stock Footage Selection: TIMELINE Week 1 ê Week 2 ê Week 3 ê Graphic Animation Research/Storyboard: Graphic Design:
  56. 56. State of Social Media Custom video challengesCreative Video Project Timeline Rough Cut Versions (4): Final Version: Week 4 ê Week 5 ê Week 6 ê Week 7 Rough Cut - Script/VO adjustments: Rough Cut Versions (4): Final Version (text overlay outsourced):
  57. 57. State of Social Media Our solution: Wibbitz Creative Video Project Timeline WIBBTIZ PRODUCTION Copy Article into Wibbitz (text or URL): Edit Text Sections: Edit Media Sections: TIMELINE Day 1 ê Day 2 ê
  58. 58. State of Social Media Our solution: Wibbitz Creative Video Project Timeline Further Adjustments: Music Selection: Download/Publish: Day 3 ê Day 4 ê
  59. 59. Cost Considerations • Three-month Wibbitz trial: $100 per video, including access to Reuters, Getty, etc. • Wocchit: $25 per video, but must produce 15 per month • Quality vs. quantity • Money vs. time • Main benefit: Streamlining the editing process
  60. 60. We still have questions… • Still trying to gauge success (cost/views) • What should we be measuring? Can we compare video success to our web stories?
  61. 61. Wibbitz Example
  62. 62. Taking Great Photos with an iPhone Kai-Jae Wang, HPAC #DigSocial Social Media Academy
  63. 63. Digital Photography
  64. 64. Big 3 of Photography ISO – Aperture – Shutter Speed 1600, f 1.8, 1/50 s? What do all those numbers mean??? Composition Rule of Thirds – Angles – Lighting Does this photo make me look good? Settings Auto vs Manual – HDR – Backup Digital Photography Basics
  65. 65. The Big 3 of Photography ISO – Aperture– Shutter Speed
  66. 66. Big 3 – ISO ISO International Standards Organization • Film Speed – ASA 50, 100, 200, 400, 800, 1600 • Higher ASA = Higher light sensitivity • Higher ISO/ASA = Higher noise Sensor size 35 mm – Canon 5D, Nikon D810, Sony A7R2, ect. • Larger sensor = More pixels/Bigger pixels
  67. 67. Big 3 – Aperture Aperture F-stop • Diameter of pupil of lens • Lower the f-stop, the wider the opening • Wider the opening, the more light Depth of field • Distance between nearest and furthest objects in focus • Low f-stop, like f 1.2, provides shallow depth of field • High f-stop, like f 64, all of photo will be sharp Canon 50 Canon 50 Galaxy S7 f 1.2 $1,349 f 1.8 $125 f 1.7
  68. 68. Depth of Field
  69. 69. Big 3 – Shutter Speed Shutter Speed The time for which the shutter is open • Slower shutter = More light/blurred motion • Faster shutter = Less light/freeze motion
  70. 70. Shutter Speed
  71. 71. Composition Rule of Thirds Framing guidelines • Image divided into 9 equal parts • 2 equally spaced horizontal lines • 2 equally spaced vertical lines • Important compositional elements should be placed along these lines or their intersections
  72. 72. Composition Angles Control the view of your photos • Angle lens slightly above eyes looking down for flattering portraits • Wide angle to set subject in scene • Close-up for intimacy and detail
  73. 73. Composition Lighting Let there be light! • Natural light is your best friend • Clouds are good! • Place subject in well lit area, but not in harsh, direct light. • Avoid placing subject with light behind them, or ”backlighting” • Exposure is determined by Big 3
  74. 74. Settings Auto vs Manual Manual Pro: • Full control of Big 3 • Ensure exposure is correct • Allows for more creativity Con: • Slower to setup • Requires calculations/planning • Harder to learn Auto Pro: • Camera controls everything • Fast • No thinking needed • Usually properly exposed Con: • Often under/over exposes photo • Doesn’t allow for creativity
  75. 75. Settings Modes Auto – Camera controls everything Manual – Full manual control of camera Sport – Fast shutter speed for freezing action Night – Slow shutter for more light, higher ISO Macro – Low f-stop for shallow depth of field HDR – Combines 3 or more exposures with varying Big 3 settings to provide the highest detail from dark to light (Use sparingly!)
  76. 76. Backup Back It Up! Cloud Dropbox, Google Photos, Amazon, Facebook, etc. Local External hard drives, printed photos, burnt discs
  77. 77. Thank You! The best camera is the one you that’s with you – Chase Jarvis
  78. 78. Analytics on Social Platforms Jeordan Legon, HMS #DigSocial Social Media Academy
  79. 79. Making Data Make Sense USING SOCIAL ANALYTICS TO TELL THE HMS STORY Jeordan Legon Communications and External Relations Harvard Medical School Nov. 7, 2016
  80. 80. Video
  81. 81. • Knowing what to measure is most of the work • Measurement requires strategy Goals and questions
  82. 82. Ways analytics help HMS
  83. 83. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
  84. 84. Staff Meetings • Share weekly learnings with Comms team • Share most viewed posts from social media
  85. 85. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
  86. 86. White Coat Day 2016 Digital Results • 1 album posted, 1 360° photo posted, 1 360° video posted • First year using 360° photos and video
  87. 87. Facebook 0 500000 1000000 1500000 Reach 111,500 1.15 million 0 5 10 Posts 2015 2016 0 50000 100000 150000 Engagements • 7 posts, 1,151,900 people reached, 106,401 engagements • Compared to 2015: 75% post increase, 933% reach increase, 622% engagement increase 106,401 17,100 7 4
  88. 88. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
  89. 89. Growth of Digital at HMS HMS site Facebook Twitter LinkedIn Instagram Email 1.8 mil visits 12% growth during year; could be significantly better if we were serving mobile audience 467,829K friends 250k growth during year; highest audience engagement channel 170K followers Grew followers by 120,000 - at a rate of more than double all competitors. 117K followers Launched in October 2015. Delivered 20,000 visits to HMS site. 74K followers Grew followers by 400%; largest account in the med education field 56K subscribers 10K+ growth; 4 email newsletters covering scientists, alums, students, thought leaders. Other Digital Accomplishments • Moved from the 3rd most engaged brand in the medical education field to #1. • Managed 16 web projects including: External Education; Dept. of Biomedical Informatics; faculty onboarding site; Interactive campus tour; and Community Values update. • HMS account listed by CNN as a top Instagram account in the science field. • Launched social live video streaming (Periscope) and paid social campaigns for the first time. • Launched new HMS magazine site: responsive for mobile and more visually appealing • Expanded live streaming on the Internet for HMS events. 101,000+ views of our video live streams from around the world
  90. 90. How visitors find our articles 1. Biological Origin of Schizophrenia 15,054 page views--published January 27, 2016
  91. 91. Overall Social Growth - Engagement Engagement % Change Facebook 201,536 1,920% Twitter 197,368 85% LinkedIn 4,890 84% Instagram 112,033 446% YouTube 3,026 57% Periscope 7,490 NA Total 526,343 214%
  92. 92. Market Growth -Engagement
  93. 93. Best Posts - Facebook
  94. 94. Best Posts - Instagram
  95. 95. Best Posts - Twitter
  96. 96. • Web site traffic • Email marketing • Initiative spotlight • Key takeaways State of the Community Report also includes:
  97. 97. Key Takeaways • Growth on Twitter is slowing, but it is still a strong traffic driver • Facebook remains the strongest channel for volume • LinkedIn has low engagement, but high traffic and the highest percentage of quality traffic • Instagram continues to climb, but how to convert this audience remains a question • Audience appetite for interactive experiences is increasing • Visuals are an imperative, longer optional
  98. 98. Key Takeaways • Paid social works for driving traffic and conversions; we need to begin to refine our approach • Better user path and experience needed on content to convert visitors once they leave social sites • Better community management on channels is needed to create a less passive content experience and stimulate further growth • Our persistence on experimentation and isolating competitive advantages is paying off in-market • Live video and 360 capabilities offer enormous opportunities for larger reach and deeper engagement
  99. 99. Tools Chartbeat Simply Measured Google Analytics
  100. 100. “I didn’t know what the audience actually wanted.”
  101. 101. Questions? @jlegon jeordan_legon@hms.harvard.edu www.jlegon.com
  102. 102. Snapchat Campaigns Mary Cappabianca, IOP #DigSocial Social Media Academy
  103. 103. SNAPCHAT CAMPAIGNS Mary Cappabianca Institute of Politics @harvardiop
  104. 104. Why I didn’t want to use it • Concerns about lack of analytics • Only lasts for 24 hours • How does it work to tell a story? • Another platform to worry about posting on! @harvardiop
  105. 105. But it was worth it! • Students convinced me they wanted to engage with us • IOP’s major audience is millennials • IOP has less oversight for social media • Student involvement • Creativity @harvardiop
  106. 106. Approaching your story http://socialmediadesk.tumblr.com/post/137631693381/storytelling-on-snapchat @harvardiop • Who will capture it best? • How do we show the story? • Live: Capture moment, moment of video, add graphics • Planned: Storyboard
  107. 107. Measurement @harvardiop • Metrics • Each story reaches 70+ students • See exact users you reach • Reaction from colleagues
  108. 108. Political Conventions @harvardiop
  109. 109. Student Takeovers @harvardiop@harvardiop
  110. 110. Geofilters @harvardiop
  111. 111. Questions? Mary Cappabianca Harvard Institute of Politics Mary_cappabianca@hks.harvard.edu @harvardiop
  112. 112. Thanks for attending! #DigSocial Social Media Academy

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