social media academy 2015 presentations
TRANSCRIPT
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
WELCOME TO #digSocial
RISE OF MOBILE
“
87% “My smartphone never
leaves my side.”
FROM INSTITUTION TO INDIVIDUAL
“
“
“
Peole
VISUAL CONTENT DRIVES SHARING
“
Social will continue to break boundaries beyond communications to core operations. Watch this space!
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Social, Mobile, Digital Lessonsfrom @MetMuseum
#digSocial | @Harvard June 11, 2015
these slides: bit.ly/sreeharvardsoc
Sree Sreenivasan Twitter: @sree | Instagram: @sreenet [email protected] Digital Officer, The Metropolitan Museum of Art
PODCAST: @Sree Show: bit.ly/sreeshow
#LearnSocMedia:bit.ly/sreesocmedia
Socmedia Slides:bit.ly/sreeslides
Facebook: SreeTips & group: Sree’s Advanced Social Media
Always Be Charging
Always Be Connecting
Always BeCollecting
Video interview about storytelling
At the Met we think about four spaces:
1870
ca.1970
2015
ONE YEAR IN MET DIGITAL MEDIA
26 cycles of updates on metmuseum.org36,000 new records created in TMS20 new essays on the Timeline of Art History500 new blog posts1,100 Facebook posts, 3,800 Tweets, 400 Instagram posts450 email campaigns to 19 million email addresses100 new videos for permanent collection, special exhibitions, and online70+ digital media installations and 6 audio tours for
20+ special exhibitions
The Met’s Primary Social Channels● Facebook: 1,300,000 likes● Twitter: 950,000 followers● Instagram: 580,000 followers● Pinterest: 560,000 followers● YouTube: 17,500,000 video
views and 29,000 subscribers● Flickr: 3,800,000 photo views
and 22,000 photos in the Group Pool
Social media posts in 2014● 3,812 tweets● 2,997 pins and 18 new
Pinterest boards● 1,153 Facebook posts● 417 Instagrams
Social Media: @metmuseum
Additional Met Social Channels● @MetPhotoStudio Instagram ● Special Events Instagram● The Costume Institute Library
Instagram ● Watson Library Instagram● Watson Library Facebook page● Visitor Services Instagram● Thomas P. Campbell
Instagram● The Met Store Facebook page● The Met Store Pinterest
account● The Apollo Circle Facebook
page● College Group at the Met
Facebook page● Met Teens Facebook Page● K-12 Educators Facebook page● Weibo account
@thomasPcampbell on Instagram
The Dirty Secret of Social Media:
Almost everyone will miss almost everything you do on social media.
The Dirty Secret of Social Media:
Almost everyone will miss almost everything you do on social media.
Until you make a mistake.
Mobile: Audio Guide
Mobile: The Met app
Media Lab
Jabach painting blog posts by Keith Christiansen, head of European Paintings and Michael Gallagher, head of Painting Conservation
SAMPLE TWEET: New podcast: @Sree Show - talking tech, culture, startups w/ newsmakers & more. On @playit bit.ly/sreeshow #playitnow
Social, Mobile, Digital Lessonsfrom @MetMuseum
#digSocial | @Harvard June 11, 2015
these slides: bit.ly/sreeharvardsoc
Sree Sreenivasan Twitter: @sree | Instagram: @sreenet [email protected] Digital Officer, The Metropolitan Museum of Art
PODCAST: @Sree Show: bit.ly/sreeshow
#LearnSocMedia:bit.ly/sreesocmedia
Socmedia Slides:bit.ly/sreeslides
Facebook: SreeTips & group: Sree’s Advanced Social Media
The following slides, put together by our social media manager,
Taylor Newby (@TaylorCNewby),show how the Met uses various
social media platforms.
BONUS!Social Media Strategy
@MetMuseum
est. November 7, 2007 | 1.3 million likes
facebook.com/metmuseum
● Artwork of the Day● Artists’ birthdays● Exhibitions● Sweepstakes● Events and Programs● Blog posts● Museum announcements and
initiatives ● Promote other channels such as
Pinterest, Instagram, Twitter
● Exhibitions● The permanent collection● Artists’ birthdays● Relevant current trends● Events and Programs● Blog posts● Museum announcements and
initiatives● Press coverage ● Twitter Q&As ● Live tweeting from events such as
Met Gala, Fiesta, Membership’s 82nd & Fifth event, TEDxMet
est. November 6, 2008 | 930,000 followers
twitter.com/metmuseum
● Highlight the permanent collection through thematic boards
● Exhibition boards● Watson Library Digital
Collections board● Cloisters anniversary board ● Boards for Museum projects
including 82nd & Fifth and select Connections episodes
● 25 boards and 1,516 pins to date
● Third highest social referral behind StumbleUpon and Facebook
pinterest.com/metmuseum
est. March 2012 | 580,000 followers
est. January 29, 2013 | 560,000 followers
● Permanent collection● Exhibitions● Gallery views● Throwback Thursday historical images● Architectural details ● Photos from events● #emptymet● Campaigns, i.e. #everydayepiphanies
instagram.com/metmuseum
more platforms
● Main Photostream: photographs from Education, Membership, MADI events
● Group Pool: User-submitted photos
● Tips by Museum staff, visitors, and others, ie. WSJ, TimeOut New York, The Onion, The New Yorker
● 12 locations: MDR, Nolen Library, The Grace Rainey Rogers Auditorium, Metropolitan Museum Steps, The Cloisters, etc.
● Met Lover Badge when you check-in twice and follow the Met
● Recorded talks and performances● Exhibition-related videos● Teaser reels● Online Initiatives (ie. 82nd and
Fifth/Connections)● Director’s Messages● Historical videos
● Highlight user generated content across channels
● More involvement from curatorial and conservation staff
● Launch new channels
● Increase presence within the Museum
● Access to behind the scenes content
What’s Next?
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Content, Connections, and Collaboration
Antoinette Hocbo, Marketing CoordinatorLauren Marshall, Associate Director of Communications
Since our opening this past November, the Harvard Art Museums had:
100+ events4 special exhibitions1 new commission
“If you tweet it, they will come.”
Building a community of followersand supporters
Goals:
—Raise visibility of the museums
—Increase engagement
—Drive attendance to the museums
Case study: Promotion of the newinstallation Triangle Constellation byCarlos Amorales
Start within your organization
—Talk to event/content experts: curators, artists, speakers, panel participants
Open up channels of dialogue to discover interesting content
Jesse Aron Green
Another success case
Start within your organization
—Talk to event/content experts: curators, artists, speakers, panel participants
—Arrange meetings to coordinate capturing multimedia content
Open up channels of dialogue to discover interesting content
Start within your organization
—Talk to event/content experts: curators, artists, speakers, panel participants
—Arrange meetings to coordinate capturing multimedia content
Open up channels of dialogue to discover interesting content
—Mobilize staff to support you on social
Mobilize staff to support you on social
If they don’t have personal accounts, open up the opportunity for them to share content.
Generating meaningful content starts before you open Hootsuite.
Start conversations outside of your organization
—Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag?
Start conversations outside of your organization
—Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag?
—Partner on producing content
Another success case
Start conversations outside of your organization
—Be a community supporter
—Inform colleagues about your event: What is it about?, When does your campaign start?, Is there a hashtag?
—Partner on producing content
Connect to the bigger conversation
—Lists: Follow similar institutions. What are they talking about?
—Identify communities you want reach
—Engage with influencers
Lists are your best friend.
Lists are your best friend.
Check in on trending topics.
—On Facebook, we saw an significant increase in reach, particularly on video content
—Posts with photos had about 3x the reach of our typical posts
—Posts with video had about 100x the reach of our typical posts
—On Twitter, we saw the amount of mentions and retweets double.
Results
—Over the week, we saw a 10% increase in adult admission; 18% increase in Harvard affiliate admission
—Over the weekend, we saw a 48% increase in Harvard student admission; 72% increase in Youth under 18 admission (Visitas)
Results
Be successful by being social
—Work with colleagues to collect content
—Start conversations outside of your organization
—Connect to the bigger conversation
Let’s connect
Facebook: Harvard Art Museums
Twitter: @harvartmuseums
Instagram: @harvardartmuseums
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
@mammals_suck@kinggary
@aagie
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Users are people, too.
HELLO!
We are Becky Wickel and Mike Petroff.
We’re part of Digital Strategy.You can find us at @rebeccawickel and @mikepetroff
AGENDA
⊡ Your fans are actual humans⊡ Speak to them like humans⊡ You can’t reach them all
□ That has to be ok
PERSONAS
Who are your users and why are they using social media? What are their behaviors, assumptions, and expectations?
Look for characteristics that are specific, relevant, and universal.
More resources at usability.gov
“An effective social media campaign is based on the
psychology of social behaviors, not current
technology.Pamela Rutledge, MPR Center
2012 CAMPAIG
N
MOTHERS DAY
So who are these people we’re
talking about?
THE ‘16%’
16%Whoa! That’s not a lot.
How can we appeal to these people?
Maslow’s Hierarchy of Needs
WHICH NEED MIGHT THIS POST BE TARGETING?
ESTEEM, COMPETENCE
WHICH NEED MIGHT THIS POST BE TARGETING?
ORDER, CERTAINTY
WHICH NEED MIGHT THIS POST BE TARGETING?
COMMUNITY, BELONGING
WHICH NEED MIGHT THIS POST BE TARGETING?
HEALTH, SAFETY
So what do people not want?
PEOPLE MAY LIENobody likes to be led on.
1
CLICK BAIT
PEOPLE MAY BRAGIt’s not always about you.
2
AUTHENTICITY
PEOPLE MAY BE FAKEAlways be authentic.
3
AUTHENTICITY
How can we measure
resonance?
HOW TO MEASURE
share
comment
like
HOW TO MEASURE
share
comment
like What is the quality of the audience?
Are shares generating new audiences?
Is the conversation valuable? What can you do with it?
Consider emotional impact a success
IMPACT
IMPACT
PERSONAS, REVISITED
ALUMNI PUBLIC MEDIA
WHAT YOU CAN DO
⊡ Identify user personas for your followers⊡ Build editorial calendar, look for
opportunities to connect with your audience
⊡ Emotional connection, authenticity of your content
⊡ Report insights in addition to numbers
THANKS!
Any questions?You can find us at
@rebeccawickel / [email protected]@mikepetroff / [email protected]
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
“Imagine if Woodward and Bernstein had access to this kind of data and they said, ‘I’m sorry, this break-in is not really trending.’”
-Lou Ferrara, the vice president and managing editor of the Associated Press, quoted in Columbia Journalism Review
“[N]ews organizations are adopting utilitarian, defensive, and fundamentally conservative relationships to audiences – continuing to seek freedom from readers. When news organizations do use social media to meet audiences, it is to increase online traffic, source information more efficiently, and stay on top of technological trends. Staff are warned against using social media in ways that conflict with organizational priorities, reveal the details of internal news work, rely upon social media privacy protections, or upend norms of objectivity.”
-Mike Ananny, USC, “Networked Press Freedom and Social Media,” Journal of Computer-Mediated Communication, 2014
“I think social will continue to grow and homepage traffic will continue to fall by proportion…. I suspect the future will see us all access a highly personalized stream of content created in response to our interests, and that it will be decided by us setting preferences, by people with social communities, and by smart technology. But I also think there will always be an appetite for editorial judgment used to flag up and order the major news stories of the day.”
- Sarah Marshall, social media editor, The Wall Street Journal
BostonGlobe.com traffic figures, March 2014
Journalist’s Resource.org social referrals
Journalist’s Resource – social media
“These are very, very rare events. Almost always people are getting information directly from popular sources and they don’t pass it along…. So if I have somebody who I think is going to read my story, maybe they can persuade their friends to read the story. But their friends are probably not going to be able to persuade their friends. Having your mental model be ‘All I care about is that one-degree neighborhood’ simplifies one’s view of the world, as opposed to just trying to think of these long chains.”
-Sharad Goel, Stanford University
-Karine Nahon, University of Washington, and and Jeff Hemsely, Syracuse, in Going Viral
“I'd say, on the contrary, virality happens all the time. It's just easy to miss if you have a hit-driven/synchronized audience mentality. Everyone got how viral ‘Gangnam Style’ was, but if you go to any 17 year old and give them a list of a dozen or so recent viral phenomena – from Scumbag Steve to 'Bae caught me slippin' to Dogecoin – most will recognize half the elements on the list. And many will recognize all of them, despite those things never having made the evening news.
The problem with the way people in traditional media organizations view viral content is that it is supposed to do the job of amassing large, stable audiences – the effect they are most missing from the olds days – when a moment's reflection would show them why it can't: attention is an arms race. If there are more people who can not just produce content but distribute it (and there are, by 10,000 times) then breakthrough virality will be rare and rapidly decaying, while 99% of virality is just the new background, ubiquitous but not unusual.”
-Clay Shirky, New York University
“Where the numbers go next is harder to say. Social traffic patterns are still volatile. Meanwhile, Twitter is still more of an engagement play than a traffic play, and both Facebook and Twitter are still evolving their algorithms and business models. There’s no doubt social content consumption is here to stay. But news organizations need to stay hyper-aware of how both the social platforms and their own sites’ traffic trends are continuing to change.”
-Patrick Cooper, NPR’s Director of Web and Engagement
@wihbeyjournalistsresource.org
http://shorensteincenter.org/d85-wihbey/
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
Hello!I’m Jenny Li FowlerHarvard Kennedy School digital & social
hks.harvard.edu@kennedy_schoolfacebook.com/harvardkennedyschool
“You Are Here”HKS Campaign
Concept:
Ask members of the HKS community to take a photo or video of themselves holding this card/printout in a setting that helps convey the work they are doing — in the field, in their workplace, in the thick of it — and then send it to us with a brief caption.
You Are Here Opportunities:
Connectivity
HKS community is global community and a tight community of people dedicated to carrying forth the Kennedy School mission of public service with passion and commitment.
Content
Opportunity for content to come to us.
Your story is our story — help us tell it.
Creativity
We have a chance to play around with this idea.
social media
share universally, share quickly, share often
• Tumblr …
Choosing a primary platform:
Needed a platform that would serve as a “photo album” for our You Are Here photos.
Choosing a primary platform
➜ Needed platform that would serve as a “photo album” for our You Are Here photos.
➜ Tumblr …
Choosing a primary platform
➜ Needed platform that would serve as a “photo album” for our You Are Here photos.
Choosing a primary platform
➜ Needed platform that would serve as a “photo album” for our You Are Here photos.
➜ Tumblr …
Choosing a primary platform
➜ Needed platform that would serve as a “photo album” for our You Are Here photos.
➜ Tumblr …
Choosing a primary platform
Early Promotion:
● included insert in HKS Alumni magazine
● web article
● shared on twitter, facebook
● built a You Are Here page on our campaign website
● asked faculty and staff traveling for the school to take photos
➜ Share every photo we receive on flickr
➜ Share a photo on Twitter and Facebook every Tuesday #youarehere
social media strategy
➜ First #youarehere tweet and Facebook post went out on Tuesday, Nov. 12, 2013.
➜ In the first month we had 2,500 views to the flickr album.
➜ Today there are more than 9,600 views on flickr.
#youarehere
YAH photos will become full web features:
More uses and opportunities to cross-promote:
You Are here
● people now send us photos unsolicited
● we get “repeats”
● Facebook shares
● Facebook and Twitter profile pictures
● Facebook and Twitter cover photos
● #youarehere hashtag - meh
➜ Needed platform that would serve as a “photo album” for our You Are Here photos.
Choosing a primary platform
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm
The Soul of Social
Delivering Authentic, Engaging Video to Your Audience
The Sole of Social
Getting Your Audience Hooked On Video
Objective:
Objective:Help you not flounder.
CASE 1
Happy Swimming
Opening remarksKeynote: Sree SreenivasanBreakContent, Connections, and CollaborationPanel with Harvard FacultyHands-on ExerciseLunchUsers are People, TooSocial Media, News, and Emerging TrendsBreakCapitalizing on the CampaignThe Soul of SocialWrap-up
#DigSocialSocial Media Academy9:15am – 9:30am9:30am – 10:30am 10:30am – 10:45am 10:45am – 11:15am11:15am – 12:00pm12:00pm – 12:15pm12:15pm – 1:00pm 1:00pm – 1:30pm1:30pm – 2:00pm2:00pm – 2:15pm 2:15pm – 2:45pm2:45pm – 3:15pm3:15pm – 3:30pm