50. • everything posts in
real time
• viewable for 24
hours
• only you can
download
• screenshots
51. HOW’D YOU DO?
3 metrics:
• # of views
• # of screenshots
• # the ‘score’
52.
53.
54. Strategy
• Figure out how and why people use each platform
• Do you have the resources to commit to a worthwhile user
experience?
• Be platform-specific
• Tweets and Facebook posts are not the same. Users can tell. *
• Give followers a reason to follow you on each platform, or commit
to fewer
• Own the conversation
• How are people talking about you online?
• Introduce a hashtag
• Engage
• Encourage interaction. Don’t be a billboard.
• Showcase user-generated content (Authenticity is important!)
58. Strategy
• Figure out how and why people use each platform
• Do you have the resources to commit to a worthwhile user
experience?
• Be platform-specific
• Tweets and Facebook posts are not the same. Users can tell.
• Give followers a reason to follow you on each platform, or commit
to fewer
• Own the conversation
• How are people talking about you online?
• Introduce a hashtag
• Engage
• Encourage interaction. Don’t be a billboard.
• Showcase user-generated content (Authenticity is important!)
59.
60.
61. • Princeton University
• Department of Geosciences
• Department of Spanish and Portuguese
• Department of Chemistry
• Department of Politics
• Woodrow Wilson School
• Princeton Engineering
• James Madison Program
• Davis International Center
• Davis International Center Advisory Board
• Bendheim Center for Finance
• Pace Center for Civil Engagement
• Center for Jewish Life
• Lewis Center for the Arts
• Princeton Environmental Institute
• Princeton Institute for International and Regional Studies
• Office of Sustainability
• Office of Public Affairs
• Office of Community and Regional Affairs
• Princeton Research
• Princeton Pause
• Office of International Programs
• Career Services
• Mudd Library
• Princeton Library
• Campus Dining
• Princeton University Art Museum
• PPPL
• Princeton Sports Camps
• Alumni Association
• Princeton Alumni Weekly
• Orange Thought Bubble
• Arts at Princeton
64. Social Media Resources
• Meetings
• Campus-wide
• Consultations
• New social media website (socialmedia.princeton.edu)
• Guidelines
• Accounts
• “Best Practices” blog
• Submit content
• Meet the team
-Introduction
Work in the Office of Communications: promote and protect the University’s reputation for excellence. Variety of ways: multimedia and print publications, handling media relations, photo and video services, social media
Today – talk about recent updates to Princeton’s social media strategy and while giving examples of how and why we manage the platforms we manage. Hopefully help anyone representing the U in their SM efforts.
Manage accounts, work with managers across campus…Does anyone here work with their school’s OC?
Why? That’s where our audience is. This is how people communicate, this is how we reach them.
71% of adult internet users use Facebook – Majority of them check FB every day
Majority of Facebook, Twitter, Instagram, Pinterest users are between the ages of 18-29. LinkedIn, majority of users 30+
Stats: 82% of college students use Facebook; 64% use Instagram; 54% use Twitter (large minority user base)
SM for researching schools, 67% of prospective use Facebook, 62% use YouTube, about 50% use Instagram and Twitter … 2/3 say a social media conversation can influence where they apply
Working towards the coordinated model. Talk about how I’m getting Princeton to Coordinated.
Working towards the coordinated model. Changes needed to be made…Changes we made to managing or own accounts in the OC
Princeton is on…
Facebook, Twitter, Google+, Snapchat, Instagram, LinkedIn, YouTube, Pinterest (Weibo)
Is this a day at Princeton?
Diversify content
Question: How do you engage your audience?
Engagement on Twitter: Create hashtags
#PrincetonU …student promoting our Twitter hashtag and our Snapchat.
PUPP students say they look up the hashtags schools use and see what students are really saying.
Instagram
“Vivian Tang ‘16 interprets campus art through yoga!” (photo by @vivianttang)
FB Metrics: 900 likes, 18 comments, 28 shares – Seen by 28,000+ people
PUPP students say they look up the hashtags schools use and see what students are really saying. Examples of success…
For student generated content + prospective students find out which hashtags a school uses and searches to see what people are really saying.
Interact with students – social. Important for growing your audience.
Strategy of engaging students paid off
Unique, student generated content *SMILES*…
Through introducing hashtags, interacting with audience more sharing their content, efforts like Snapchat Saturday – We’re not broadcasting to, we’re more of a voice for the students
Engagement drives SM growth.
WE’VE BEEN ON SC FOR ABOUT A YEAR AND A HALF, WITH OUR PRINCETON_U ACCOUNT
SC IS AN IMPORTANT PART OF OUR SM PROFILE, A GREAT WAY TO REACH STUDENTS AND PROSPECTIVE STUDENTS – AND A GROWING LIST OF OTHERS
TODAY I’D LIKE TO WALK WITH YOU THROUGH OUR PROCESS OF MAKING A SC STORY
SHOW THE STEPS WE TAKE WHEN MAKING A SC STORY – THEN SHOW YOU ONE ACTUAL SC STORY WE POSTED THIS YEAR
ALONG THE WAY I’LL SHARE WHAT WE’VE LEARNED ALONG THE WAY. BTW EVERY SLIDE WE’LL LOOK AT TODAY COMES FROM A PRINCETON_U SC
OUR 1ST STEP FOR A SC STORY IS CHOOSING A SIMPLE IDEA
IT CAN COME FROM A UNIVERSITY-WIDE GOAL OR MESSAGE
FROM A LIVE EVENT
FROM SOMETHING THAT JUST CATCHES OUR FANCY
FOR EXAMPLE
FINDING TWO STUDENTS WHO CAN RECITE A VERY LARGE PIECE OF PI (THAT’S P-I, THE MATH, NOT THE DESSERT)
OR DISCOVERING THAT WHEN OUR LIBRARY DID A RECENT RENOVATION SOME VERY UNEXCPECTED BOOKS TURNED UP
WE’RE ALWAYS LOOKING FOR INTERSTING SOUNDBITES OR VIDEOBITES
ONCE WE FIND THEM, WE LEAVE THE OFFICE. ALWAYS. SC IS NOT SOMETHING TO DO FROM YOUR DESK.
THIS IS NOT ONLY A MOBILE APP FOR CONSUMERS
IT’S MOBILE FOR CONTENT-CREATORS, TOO
WE SPEND A LOT OF TIME ON THESE STORIES. YOU MIGHT FIND PRINCETON_U IN A CAMPUS THEATER, LAB.,EVENT SPACE, OVERNIGHT DJ BOOTH AND MORE
ONCE WE FIND THE STORY, GET TO ITS LOCATION, WE GET TO THE FUN PART
SC STORIES ALLOW YOU TO THINK VERY CREATIVELY
SO WE THINK ABOUT THE MOST CREATIVE WAY TO EXPRESS OUR STORY, OUR MESSAGE
MULTI-TASKING
FOR EXAMPLE…
WE’VE WATCHED CHEM EXPERIMENTS BREW, SOLAR PANELS SPIN, HOLI (H-O-L-I) POWDER POUR. WE’VE SCREECHED AROUND CAMPUS IN GOLF CARTS
BEEN IN THE AUDIENCE AND BACKSTAGE FOR MANY PERFORMANCES
WE PACK IN ALL WE CAN INTO EVERY STORY
SC STORIES ARE A GOOD EXERCISE IN THINKING VERY CLOSELY, VERY SPECIFICALLY ABOUT ONE PLATFORM
ALMOST NO CONTENT WE MAKE FOR ANY OTHER SM APP IS GOING TO LOOK OR SOUND RIGHT FOR US ON SC
ON SC, WE’RE LOOKING FOR CONTENT THAT WILL
FIT IN WITH THE LANGUAGE AND CUSTOMS OF SC
BRING A LITTLE ORANGE-AND-BLACK SPICE TO THAT CULTURE
NOTE: AND AS YOU PROBABLY KNOW IT’S ALL IN THE THUMB…
100 MILLION PLUS PEOPLE ARE ON SC EVERY DAY
THE AUDIENCE IS YOUNG, BUT CHANGING (AS IT IS WITH EVERY SM PLATFORM)
WASHPO, NPR, NYER AND MANY MORE BRANDS ARE POSTING TO SC THESE DAYS, DOING SOME AMAZING REPORTING, FEATURES AND ART
THE BEST, IMO, SC PRESENCE REFLECTS BOTH INSTITUATIONAL AND APP VOICE
AGAIN: THINK SPECIFICALLY ABOUT THE APP (USE IT!)
THINK ABOUT ITS VOICE – AND YOURS
A BIG PART OF THE WAY WE REFLECT OUR VOICE… WE LOVE TO FEATURE A CAMPUS VISITOR, COMM MEMBER OR PERHAPS AN UNSUNG HERO WHEN WE CAN
NOT EVERY SC STORY NEEDS A STAR
BUT IF YOU HAVE A SCIENTIFIC GLASSBLOWER OR A TIBETAN MONK OR LIL BUCK OR DAVID ISSAY ON CAMPUS…
LIL BUCK IS A MEMPHIS JOOKIN DANCER WHO’S DANCED WITH MADONNA AND WITH NYC BALLET. WHEN HE CAME TO P, IT WAS PERFECT FOR SC BECAUSE:
VISUAL, MUSICAL, FAST, EPHEMERAL – ONLY TODAY, ONLY RIGHT NOW, ONLY HERE QUALITY. HERE HE IS LEADING OUR STUDENTS IN A ‘GANGSTER WALK’
SO THOSE ARE THE BASIC THOUGHTS IN OUR HEAD WHEN WE START A SC STORY
LET’S MOVE ON TO SOME DETAILS ABOUT HOW WE ACTUALLY GET A SC DONE AND POSTED
IF YOU HAVEN’T EVER DONE A SC STORY, NOTE THAT YOU’RE GOING TO SEE A LOT OF TOOLS ON THE APP
BUT NO INSTRUCTION MANUAL
THAT’S ACTUALLY OK. IT’S VERY SIMPLE ONCE YOU DIVE IN
AND YOU CAN PLAY WITH THEM ALL WITHOUT POSTING A THING
TO GET STARTED YOU REALLY ONLY A NEED A PHONE. BUT A STYLUS IS VERY HANDY, TOO
NOTE: SC FEATURES CAN BEHAVE DIFFERENTLY ON IPHONE AND ANDROID
ORANGE-AND-BLACK STYLUSES ARE ALWAYS GOOD LUCK
AND THEN SC WILL PROVIDE YOU WITH THE REST, AND IT’S QUITE A BIT TO PLAY WITH
SO LET’S TAKE A LOOK….
THE APP GIVES YOU A CAMERA, OF COURSE
IT’S NOT A GREAT ONE. BUT TAP TAP TAP TO FOCUS HELPS
THEN YOU CAN SWIPE RIGHT AND LEFT FOR VARIOUS FILTERS
HERE ARE SOME OF THOSE FILTERS
SC LETS ARTISTS SUBMIT GEO FILTERS. A STUDENT MADE OURS!
SMART FILTERS ACTUALLY CLOCK YOUR TIME, TEMP, SPEED. A LOT OF STAIRS AT BLAIR.
YOU CAN, OF COURSE, TAKE VIDEO
NOTE THAT SC, PERISCOPE, MEERKAT ALL PRIORITIZE VERTICAL VIDEO.
HORIZONTAL IS TOO MUCH WORK FOR AUDIENCE
ALSO PACK THE BATTERY POWER. VERY THIRSTY APP, ESP WHEN TAKING VIDEO
THE AUDIO TOGGLES ON OR OFF
THIS IS SOMETHING TO KEEP IN MIND IF YOU’RE SNAPPING LIVE – A NOISY ROOM, WHERE YOU CAN’T EASILY OR QUICKLY CHECK SOUND, VET SPEECH
IT ALSO SPEAKS TO THE MOOD OF YOUR STORY. YOU MAY WANT A LOT OF NOISE, A SPEAKER OR… MORE OF A SILENT FILM
THERE ARE CREATIVE CHOICES AT EVERY TURN ON SC
DOWN TO THE VERY WORDS YOU TYPE
FONT IS A BIG PART OF THE GAME. AND ANOTHER PLACE WHERE APPLE AND ANDROID PLAY DIFFERENTLY ON THE APP. EXPERIMENT FOR YOURSELF
BUT HERE ARE A FEW BASICS OF SC FONT
START WITH A PHOTO OR VIDEO
P TIGER AT UNDISCLOSED SUMMER LOCATION
TAP THE SCREEN
START YOUR CAPTION
YOU’LL FIRST GET THE ICONIC SC BLACK RIBBON
THEN YOU CAN USE THE ‘T’ OR THE CRAYON TO PLAY
WITH SIZE, COLORS, EMOJI
EVERYTHING IS MOVEABLE, EXPANDABLE, COLORFUL
AGAIN, YOU REALLY JUST HAVE TO TRY IT FOR YOURSELF AND EXPERIMENT A LOT TO SEE WHAT YOU LIKE
WE HAVE BEEN KNOWN TO LIKE SQUIRRELS.
AND HERE YOU CAN SEE MORE CLOSELY THE COLOR SLIDE, THE BACK/ERASE BUTTON, THE I’VE-HAD-IT ‘X’
REALLY, DON’T BE AFRAID TO GET YOUR HANDS DIRTY
LOTS OF WAYS TO TELL STORY, EXPRESS
ONE LAST TOOL I’LL SHOW YOU THAT IS VERY IMPORTANT
TIMING CAN BE EVERYTHING ON SC
THE TIMER IS A REALLY IMPORTANT PART OF ANY SC STORY
EVERY PHOTO OR VIDEO CAN BE PLAYED FROM 1-10 SECONDS. YOU CHOOSE
WE USUALLY FIND THAT 1-3 SECS IS OPTIMAL FOR OUR SNAP PHOTOS, AND A LITTLE LONGER FOR SNAP VIDEOS
MORE THAN THAT BECOMES A BIT OF A SNAP-ETERNITY
LET’S PROVE IT
ALSO, NEVER TAKE THE WHOLE 10 SECONDS ON A VIDEO. THE ENDS CAN GET CUT OFF.
NOW AS YOU’RE DOING THIS, MAKING THESE CREATIVE DECISIONS, THERE’S ONE VERY KEY THING TO KEEP IN MIND:
ONCE YOU START POSTING – WE’LL GET TO THAT IN A MINUTE -- NO EDITING ALLOWED! NO SCHEDULING ON SC, EITHER.
ANYTHING YOU POST GETS TACKED ONTO THE TAIL END.
SEE MY SHADOW? COULD NOT EDIT IT OUT. A SAD, TAIL
AS YOU CAN SEE, IT’S A LOT TO JUGGLE.
A LITLE PRE-PRODUCTION CAN GO A LONG WAY
DON’T BE SHY ABOUT ASKING FOR HELP – FROM PEOPLE LIKE PROF. EHRENBOURG, THE JUGGLING MATH PROFESSOR!
OR FROM CAMPUS PARTNERS
WE LOVE TO COLLABORATE W/ PEOPLE AND DEPTS ON SC STORIES
TIME FOR BIG S/O TO ERIN FIRESTONE AND PUAM AND ITS HOSPITABLE OPEN-DOOR SC POLICY. GO VISIT!
WHEN WE GET TOGETHER WITH OTHERS ON THESE STORIES, WE’RE BRAINSTORMING WAYS TO HAVE FUN
AND WAYS TO INTRODUCE PEOPLE AND PLACES ACROSS CAMPUS TO THE WIDE, GROWING AUDIENCE ON SC
AND WE ALWAYS GIVE CREDIT TO THOSE WHO HELP MAKE PRINCETON_U SC STORIES ALL THEY CAN BE
ROLL CREDITS
SO AFTER YOU’VE TAKEN THAT PERFECT SNAP PHOTO AND ADORNED IT SC-STYLE, OR YOU’VE SHOT AN EPIC 4-SECOND SNAP VIDEO, WHAT’S NEXT?
TIME TO START YOUR SNAP STORY. YOU’LL HIT A LITTLE DOWN-ARROW AT THE BOTTOM OF THE SCREEN AND THEN
HERE’S THE SCREEN YOU’LL SEE. IT ALSO EXPLAINS HOW YOUR STORY CAN BE VIEWED BY OTHERS
AND AS YOU KEEP ADDING – REMEMBER, TO THE TAIL END – PHOTOS AND VIDEOS, YOUR STORY WILL EMERGE AS SORT OF A FLIPBOOK.
HANDMADE QUALITY OF SC
HERE’S AN EXAMPLE THAT I CHOSE BC IT FEATURES A LOT OF WHAT WE’VE LOOKED AT: PEOPLE, PLACES, SOME FUN, MANY CHOICES I WISH I COULD EDIT NOW…
ALSO, THIS ONE WAS MADE UNDER SOME CIRCUMSTANCES THAT YOU WILL LIKELY ENCOUTER MAKING SC STORIES: THINGS WERE HAPPENING QUICKLY AND A LOT OF TIMES PERFECT IS THE ENEMY OF POSSIBLE ON SC. RESHOOTING MEANS LOSING AUTHENTICITY, OR TIME.
THANK GOODNESS I HAD THE PERFECT, MOST BRILLIANT PARTNERS ON THIS ONE: STUDENT BEN QUAZZO (NOW AN ALUM) WHO CHOSE TO WRITE HIS SENIOR THESIS ABOUT HOW TO MAXIMIZE POINTS ON A TENNIS SERVE… AND BEN’S THESIS ADVISOR…
PROF.AMIR AHMADI FROM OUR OPERATIONS RESEARCH AND FINANCIAL ENGINEERING DEPT. WHO AGREED TO MEET BEN FOR A TENNIS MATCH AND THEN FAMOUSLY PROMISES BEN THAT EVERY POINT POOR BEN WINS WILL COST HIM A LETTER GRADE ON HIS THESIS.
LET’S WATCH THE SNAP MATCH….
SO THAT’S ABOUT IT. THOSE ARE THE BASIC INGREDIENTS AND INSTRUCTIONS FOR MAKING A SC STORY
REMEMBER THAT YOU’RE POSTING IN REAL TIME, YOU’RE ON VIEW FOR 24 HOURS
BUT KNOW THAT YOU ALONG CAN DOWNLOAD YOUR STORY AS AN MP4 FILE – OTHERS MAKE DO WITH SCREENSHOTS
SCORE IS SIMPLE A COUNT OF THE # OF SNAPS YOUR ACCOUNT SENDS AND RECEIVES
[Ryan – SC Sat]
Explain Snapchat Saturday
Growth 2x compared to the same time as last year…Surpassed 300,000 followers (2/10) – 340,000+
The more we engage, the greater our reach.
People use for diff. reasons. If you’re going to commit yourself to a platform…
Linking your FB and Twitter – Not putting your audience first. You don’t understand how or why they use Twitter or FB.
Working towards the coordinated model. Talk about how I’m getting Princeton to Coordinated.
Working towards the coordinated model. Talk about how I’m getting Princeton to Coordinated.
Structure
Communicate. OC as a resource. In addition to meetings…
Explain each. Who here was responsible for creating social media guidelines? (jump out, show site)
Socialmedia.princeton.edu
