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.
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Social Media Academy 2016 Presentation Slides
- 2. Welcome to Social Media Academy 2016 Ben Sharbaugh @bsharbaugh
- 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. Don’t forget
- 8. Keynote Presentation John Wihbey, Northeastern University #DigSocial Social Media Academy
- 9. Creating and Publishing 360° Multimedia Tim Letteney, HMSC #DigSocial Social Media Academy
- 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?
- 19. 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
- 20. How to Create 360° Content? • iPhone Apps such as Google Street View • Specialty cameras • No need for expensive cameras or VR rigs
- 22. On a Budget? • Richo Theta
- 29. What Now? 1. Produce short 360 behind the scenes videos 2. Pretend to have answers to your questions
- 30. Live Video on Social Media Mike Petroff & Joseph Casciano, HPAC #DigSocial Social Media Academy
- 31. Live Video on Social Media Mike Petroff & Joseph Casciano
- 34. Facebook Live
- 36. Periscope
- 37. Periscope
- 38. Art Museums Tour & Robobees
- 40. CS50 Lecture
- 41. Equipment
- 43. Moment Wide
- 45. Analytics
- 47. Performance and Analytics • Average watch time: 27 seconds • Average peak live viewers: 2,112 o 0.048% of our total Facebook followers
- 48. 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
- 49. Takeaways
- 50. 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?
- 53. #DigSocial Social Media Academy Break: 10:45 – 11:00am
- 54. Make Your Audio Shareable on Social Media Catherine Seraphin, HPAC #DigSocial Social Media Academy
- 55. MAKE YOUR AUDIO GO VIRAL (jk) Catherine Seraphin Multimedia Project Manager | HPAC @CJSeraphin
- 57. 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
- 58. Devices used most often to listen to podcasts
- 59. What are people doing when they’re listening?
- 60. 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?
- 61. Harvard Voices
- 62. The four types of audio people share: › Audio explainers › WHOA sounds › Storytellers › Snappy reviews
- 63. There’s a secret plan for audio success...
- 67. Generating Video Content for Social Media without a Production Team Noah Leavitt & Craig LaPlante, HSPH #DigSocial Social Media Academy
- 68. Producing video for social media
- 69. Social video challenges Low engagement, short view length for longer, interview-based videos Many viewers watching with sound off
- 70. Modifying our video strategy • Start captioning all videos • Shorter lengths • Graphic/animation intensive projects
- 72. 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:
- 73. 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):
- 74. 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
- 75. State of Social Media Our solution: Wibbitz Creative Video Project Timeline Further Adjustments: Music Selection: Download/Publish: Day 3 ê Day 4 ê
- 76. 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
- 77. 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?
- 78. Wibbitz Example
- 79. Taking Great Photos with an iPhone Kai-Jae Wang, HPAC #DigSocial Social Media Academy
- 81. 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
- 82. The Big 3 of Photography ISO – Aperture– Shutter Speed
- 83. 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
- 84. 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
- 85. Depth of Field
- 86. 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
- 87. Shutter Speed
- 88. 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
- 89. 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
- 90. 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
- 91. 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
- 92. 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!)
- 93. Backup Back It Up! Cloud Dropbox, Google Photos, Amazon, Facebook, etc. Local External hard drives, printed photos, burnt discs
- 94. Thank You! The best camera is the one you that’s with you – Chase Jarvis
- 95. Analytics on Social Platforms Jeordan Legon, HMS #DigSocial Social Media Academy
- 96. Making Data Make Sense USING SOCIAL ANALYTICS TO TELL THE HMS STORY Jeordan Legon Communications and External Relations Harvard Medical School Nov. 7, 2016
- 97. Video
- 98. • Knowing what to measure is most of the work • Measurement requires strategy Goals and questions
- 99. Ways analytics help HMS
- 100. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
- 101. Staff Meetings • Share weekly learnings with Comms team • Share most viewed posts from social media
- 102. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
- 105. 1. Staff meetings 2. Reports following big events 3. ‘State of the Community’ Report
- 107. 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
- 108. How visitors find our articles 1. Biological Origin of Schizophrenia 15,054 page views--published January 27, 2016
- 109. 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%
- 111. Best Posts - Facebook
- 112. Best Posts - Instagram
- 113. Best Posts - Twitter
- 114. • Web site traffic • Email marketing • Initiative spotlight • Key takeaways State of the Community Report also includes:
- 115. 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
- 116. 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
- 118. “I didn’t know what the audience actually wanted.”
- 120. Snapchat Campaigns Mary Cappabianca, IOP #DigSocial Social Media Academy
- 121. SNAPCHAT CAMPAIGNS Mary Cappabianca Institute of Politics @harvardiop
- 122. 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
- 123. 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
- 124. 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
- 125. Measurement @harvardiop • Metrics • Each story reaches 70+ students • See exact users you reach • Reaction from colleagues
- 129. Questions? Mary Cappabianca Harvard Institute of Politics Mary_cappabianca@hks.harvard.edu @harvardiop
- 130. Thanks for attending! #DigSocial Social Media Academy