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.
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
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
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?
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
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?
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?
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
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
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!)
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
105. 1. Staff meetings
2. Reports following big events
3. ‘State of the Community’ Report
106.
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%
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
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