Social Student Ambassadors #hewebROC


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In the fall of 2010, five RIT students began a project that would connect them with their future peers. With the support of Undergraduate Admissions these students launched a campaign that put them at the forefront of RIT prospective student communications. By leveraging mobile devices and social media technologies that include Twitter, YouTube and Facebook the students captured real-time updates from campus, maintained blogs, and published a weekly webisode for an online series named “RIT Behind the Scenes.”

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  • Intro.
  • Here to see - a project I managed this year.
  • Topics to cover in the next 45 mins. Three keys to making a project like this come together. Support, rock stars, to be organized.
  • History - started blogs in 2004. Em & Casey wanted to add more video. Took that to next level.
  • First, need support and then lobby for resources. Vassar peeps will understand - Others dream big.
  • Show examples from other institutions. Use free platforms. I will share my numbers.
  • Started Sept, Learning-Nov (travel), Trailer launch Dec. 1st ep. mid Jan with ED accepts. 10 eps Jan-May
  • Social Student Ambassadors #hewebROC

    1. 1. Ashley Hennigan Assistant Director of Admissions Rochester Institute of Technology - @ashleyhenn
    2. 2. Managing a Team of Social Media Ambassadors: Lessons Learned. One year later. OR Bloggers on Steroids.
    3. 3. Agenda - @ashleyhenn The Project Buy-In The Students Timeline Technology The Numbers What’s Next Discussion
    4. 4. The Project - @ashleyhenn Admissions Blog YouTube Twitter Facebook Foursquare Bloggers on steroids
    5. 5. Buy-In - @ashleyhenn <ul><li>Administration </li></ul><ul><li>Colleagues </li></ul><ul><li>College Community </li></ul><ul><ul><li>Students </li></ul></ul><ul><ul><li>Faculty/Staff </li></ul></ul><ul><ul><li>Alumni </li></ul></ul><ul><li>Support Resources </li></ul>via @kprentiss
    6. 6. Lesson One: <ul><li>Proof is in the numbers. </li></ul><ul><ul><li>Video – No. 1 trend in Higher Ed. If it’s free, it’s me. </li></ul></ul><ul><ul><li>My numbers. </li></ul></ul>
    7. 7. The Students - @ashleyhenn Emily Okey (@RIT_Emily) Interviewing Diversity Ambassador Training Tech Training Jacob Nashville, TN Sophomore Packaging Science Phi Kappa Psi Photo House E-Board Christina Washington, DC Freshman Graphic Design Gamer Goofball Megan Colorado Springs, CO Sophomore Mechanical Engineer Girl Power Snowboarder Sabrina Chatham, NY Sophomore/Junior Changes major daily Photographer Lobbyist Kevin Port Washington, NY Freshman Physics Linux user Thespian
    8. 8. Lesson Two: <ul><li>If they seem flakey, they’re going to flake. </li></ul><ul><ul><li>Use your gut. </li></ul></ul><ul><ul><li>Embrace stereotypes. </li></ul></ul><ul><ul><li>Ask. </li></ul></ul>“ The more we understood what to expect out of each team member, the better the result…” -Jacob “ The mix of students played a huge part in the success of the project.” -Emily
    9. 9. Timeline - @ashleyhenn Learning Curve The Funnel Office Hours Staff Meetings Production
    10. 10. Lesson Three: <ul><li>You can’t do this job. </li></ul><ul><ul><li>You will need an Emily. </li></ul></ul><ul><ul><li>You can miss deadlines. </li></ul></ul><ul><ul><li>When in doubt, start shooting. </li></ul></ul>“ The more we planned before hand the faster the process went, especially in editing.” - Emily
    11. 11. Technology - @ashleyhenn Access Social Media Blog Website Hardware Software
    12. 12. Lesson Four: <ul><li>Allow for the learning curve. </li></ul><ul><ul><li>Not everyone is tech savvy. </li></ul></ul><ul><ul><li>Provide training. </li></ul></ul><ul><ul><li>Share best practices. </li></ul></ul>“ We started in September shooting anything around campus… It became clear that we should have instead focused on individual episodes with more of a story.” - Emily “ Social media platforms are easy to handle and maintain, like twitter which prior to this job I never got into, but I became hooked” - Jacob
    13. 13. The Launch - @ashleyhenn Marketing Pilot 10 episodes Q&A’s Re-launch
    14. 14. Lesson Five: <ul><li>It only gets better. </li></ul><ul><ul><li>Technology moves. </li></ul></ul><ul><ul><li>Make building blocks to learn from. </li></ul></ul><ul><ul><li>Repurpose your content. </li></ul></ul>“ The finished product is an always improving act.” - Jacob “ I’m really proud of all of the work we did and how we continued and keep continuing to improve” - Christina
    15. 15. The Numbers - @ashleyhenn Series views: 11,420+ Average Episode: 1,000 views RIT Students: 49 subscribers RIT Admissions: 42 subscribers 2011 FB page: 2,445 Monthly active users (May) Blog reads: 76,935 total (74 posts), 1040 ave. Twitter followers: 644 total, 92 average
    16. 16. What’s Next - @ashleyhenn New team members (Film & Journalism) Switch to Final Cut X New themes & tours More promotion New ambassador site
    17. 17. Discuss. YouTube vs. Vimeo Vlog > Blog The Numbers iMovie vs. Final Cut The Students Facebook unicorns twitter Timeline Buy-In What’s Next
    18. 18. Thank you. - @ashleyhenn