#CASEVII - Using Instagram Stories to Address Sexual Assault & Other Big Topics
•Télécharger en tant que PPTX, PDF•
1 j'aime•229 vues
How you can use social media to make a real-world impact on your campus
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à #CASEVII - Using Instagram Stories to Address Sexual Assault & Other Big Topics
Similaire à #CASEVII - Using Instagram Stories to Address Sexual Assault & Other Big Topics (20)
Plus de Jon McBride
Plus de Jon McBride (9)
Dernier
Dernier (20)
#CASEVII - Using Instagram Stories to Address Sexual Assault & Other Big Topics
- 1. USING INSTAGRAM STORIES TO ADDRESS SEXUAL ASSAULT & OTHER BIG TOPICS JOE HADFIELD & JON MCBRIDE @JOEHADFIELD | @JMCBEE84 #CASEVII BRIGHAM YOUNG UNIVERSITY HOW YOU CAN USE SOCIAL MEDIA TO MAKE A REAL-WORLD IMPACT ON YOUR CAMPUS
- 5. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED @JOEHADFIELD | @JMCBEE84 #CASEVII
- 6. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings @JOEHADFIELD | @JMCBEE84 #CASEVII
- 7. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings • Achievements @JOEHADFIELD | @JMCBEE84 #CASEVII
- 8. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings • Achievements • Photos of campus @JOEHADFIELD | @JMCBEE84 #CASEVII
- 9. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings • Achievements • Photos of campus • Institutional announcements @JOEHADFIELD | @JMCBEE84 #CASEVII
- 10. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings • Achievements • Photos of campus • Institutional announcements • Giveaways @JOEHADFIELD | @JMCBEE84 #CASEVII
- 11. THE SHORT HISTORY OF SOCIAL MEDIA MARKETING IN HIGHER ED • Rankings • Achievements • Photos of campus • Institutional announcements • Giveaways • Trying to be fun @JOEHADFIELD | @JMCBEE84 #CASEVII
- 12. “EVERYTHING IS GREAT AT GENERIC UNIVERSITY”
- 15. *
- 17. HOW CAN WE ADD VALUE? @JOEHADFIELD | @JMCBEE84 #CASEVII
- 19. COMMUNICATIONS IS A FUNCTION OF LEADERSHIP @JOEHADFIELD | @JMCBEE84 #CASEVII
- 20. TRIGGER WARNING
- 21. USING INSTAGRAM STORIES TO ADDRESS SEXUAL ASSAULT & OTHER BIG TOPICS JOE HADFIELD & JON MCBRIDE @JOEHADFIELD | @JMCBEE84 #CASEVII BRIGHAM YOUNG UNIVERSITY HOW YOU CAN USE SOCIAL MEDIA TO MAKE A REAL-WORLD IMPACT ON YOUR CAMPUS
- 22. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address @JOEHADFIELD | @JMCBEE84 #CASEVII
- 23. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address • How social media can help @JOEHADFIELD | @JMCBEE84 #CASEVII
- 24. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address • How social media can help • Three Instagram stories at BYU that had significant results @JOEHADFIELD | @JMCBEE84 #CASEVII
- 25. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address • How social media can help • Three Instagram stories at BYU that had significant results • Lessons learned the the planning and execution of those stories @JOEHADFIELD | @JMCBEE84 #CASEVII
- 26. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address • How social media can help • Three Instagram stories at BYU that had significant results • Lessons learned the the planning and execution of those stories • How you could produce something similar @JOEHADFIELD | @JMCBEE84 #CASEVII
- 27. TODAY WE’LL LOOK AT … • The need for authentic, transparent content addressing topics that can be difficult to address • How social media can help • Three Instagram stories at BYU that had significant results • Lessons learned the the planning and execution of those stories • How you could produce something similar @JOEHADFIELD | @JMCBEE84 #CASEVII
- 30. NOW WHAT? @JOEHADFIELD | @JMCBEE84 #CASEVII
- 31. CHANGING POLICY DOESN’T MEAN YOU’VE CHANGED CULTURE @JOEHADFIELD | @JMCBEE84 #CASEVII
- 34. “Students at BYU are eager for more education on how to prevent sexual violence. These findings suggest that university efforts to strengthen sexual violence prevention efforts will be well received by the student community.” — Dr. Lindsay Orchowski, Brown University
- 35. HERE. IS. OUR. OPPORTUNITY TO LEAD. @JOEHADFIELD | @JMCBEE84 #CASEVII
- 37. STORY 1 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 38. STORY 1 @JOEHADFIELD | @JMCBEE84 #CASEVII HELPING SEXUAL ASSAULT SURVIVORS
- 40. SEE “RESOURCES” VIDEO AT INSTAGRAM.COM/BRIGHAMYOUNGUNIVERSITY
- 42. RESPONSE ROOM
- 51. REACTION • 24,000+ story views in 24 hours • 9,000+ story views in the Highlights • 100+ DMs • DMs from those personally in crisis: 11 • DMs from those with friends in crisis: 6 • DMs with clarifying questions: 23 • DMs simply thanking us for doing this: 51 • DMs with concerns we helped resolve: 2 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 52. REACTION • Both the Title IX Office and the Survivor Advocate saw an influx of reports made and appointments scheduled the day of the story and throughout the following week. @JOEHADFIELD | @JMCBEE84 #CASEVII
- 53. TAKEAWAYS FROM THE PROCESS @JOEHADFIELD | @JMCBEE84 #CASEVII
- 54. ADDRESSING THE RIGHT AUDIENCE @JOEHADFIELD | @JMCBEE84 #CASEVII
- 56. UTILIZING EXPERTS @JOEHADFIELD | @JMCBEE84 #CASEVII
- 58. TAKE TIME TO GET THE SCRIPT, FILMING & EDITING RIGHT @JOEHADFIELD | @JMCBEE84 #CASEVII
- 62. WORKING WITH UNIVERSITY LEADERS @JOEHADFIELD | @JMCBEE84 #CASEVII
- 65. STORY 2 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 66. STORY 2 @JOEHADFIELD | @JMCBEE84 #CASEVII CONSENT
- 67. SEE “CONSENT” VIDEO AT INSTAGRAM.COM/BRIGHAMYOUNGUNIVERSITY
- 68. USING THE RIGHT VOICE(S) @JOEHADFIELD | @JMCBEE84 #CASEVII
- 72. CALLING BACK TO PREVIOUS CONTENT @JOEHADFIELD | @JMCBEE84 #CASEVII
- 74. STARTING CONVERSATIONS @JOEHADFIELD | @JMCBEE84 #CASEVII
- 77. PUTTING THE DMS IN PERSPECTIVE @JOEHADFIELD | @JMCBEE84 #CASEVII
- 82. BEING A RESOURCE TO THOSE IN CRISIS @JOEHADFIELD | @JMCBEE84 #CASEVII
- 85. HELPING THE STORY SPEAK TO YOUR AUDIENCE @JOEHADFIELD | @JMCBEE84 #CASEVII
- 88. REACTION • 24,000+ story views • 100+ DMs • Questions about consent: 20 • People thanking us for doing this: 32 • Nuanced questions we forwarded to experts for help responding to: 8 • People telling us they’re going to show this to others: 6 • People who didn’t know about Title IX/amnesty changes: 5 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 89. REACTION • Both the Title IX Office and the Survivor Advocate saw an influx of reports made and appointments scheduled the day of the story and throughout the following week. @JOEHADFIELD | @JMCBEE84 #CASEVII
- 90. STORY 3 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 91. STORY 3 @JOEHADFIELD | @JMCBEE84 #CASEVII RESPECTING OTHERS
- 92. SEE “RESPECT” VIDEO AT INSTAGRAM.COM/BRIGHAMYOUNGUNIVERSITY
- 93. STARTING WITH A SIGNAL BOOST @JOEHADFIELD | @JMCBEE84 #CASEVII
- 95. ASKING FOR MORE THAN QUESTIONS, ASKING FOR CONTENT @JOEHADFIELD | @JMCBEE84 #CASEVII
- 97. REACTION • 33,000+ story views • 50,000+ views across platforms (Facebook stories, IGTV) • 300+ DMs • Lessons learned about respect: 44 • People thanking us for doing this: 119 • Professors asking for versions to use in classes: 4 @JOEHADFIELD | @JMCBEE84 #CASEVII
- 100. PROMOTION @JOEHADFIELD | @JMCBEE84 #CASEVII
- 112. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social @JOEHADFIELD | @JMCBEE84 #CASEVII
- 113. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story @JOEHADFIELD | @JMCBEE84 #CASEVII
- 114. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Instagram stories could be your best tool to directly communicate with your student audience on social @JOEHADFIELD | @JMCBEE84 #CASEVII
- 115. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice @JOEHADFIELD | @JMCBEE84 #CASEVII
- 116. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts @JOEHADFIELD | @JMCBEE84 #CASEVII
- 117. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts • Promote strategically @JOEHADFIELD | @JMCBEE84 #CASEVII
- 118. FINAL TAKEAWAYS • Find a way to effectively approach tough issues on social • Utilize the data you have to tell the story • Instagram stories could be your best tool to directly communicate with your student audience on social • Consider who you’re talking to and be deliberate with voice • Utilize your experts • Promote strategically • Listen, listen, listen @JOEHADFIELD | @JMCBEE84 #CASEVII
- 119. #CASEVII QUESTIONS
Notes de l'éditeur
- Welcome to this session on not shying away from tough topics on social media Today we’re going to be sharing some lessons learned from a very important Instagram story aimed at helping victims of sexual assault
- This is where the three of us get to go to work every day We love working at BYU Provo, Utah Base of the Wasatch Mountains 30,000 students Amazingly beautiful campus No. 2 yield rate in the nation behind Harvard … that translates to having a very engaged, excited follower base
- “To introduce ourselves …
- We'll monitor throughout the session Especially share your thoughts while we show you our story
- Jon and I have worked in social media for nearly 20 years combined. That might not sound impressive, but in social media history, that is a pretty long time. In fact, there aren’t many who can say they’ve been doing it longer. Here’s a little of what we’ve seen over those years.
- Jon and I have worked in social media for nearly 20 years combined. That might not sound impressive, but in social media history, that is a pretty long time. In fact, there aren’t many who can say they’ve been doing it longer. Here’s a little of what we’ve seen over those years.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Will
- - Could our social content be written by this robot?
- And we’re going to start where last year’s eduWeb ended In the 2017 eduWeb closing keynote, Nikki Sunstrum talked about using our social influence for good and not shying away from tough topics on social We really took that to heart and used a lot of what she was talking about to help us along in our project we’ll be talking about today
- Working with this type of content, we’ve learned the importance about being sensitive to audiences who have experienced sexual assault We want to just be clear that we will be discussing sexual assault today, including some DMs that reference specific points that could be triggering WE ALSO LEARNED ABOUT USING THE TERM SURVIVOR
- Welcome to this session on not shying away from tough topics on social media Today we’re going to be sharing some lessons learned from a very important Instagram story aimed at helping victims of sexual assault
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- Here’s what we’re going to look at today.
- It’s obviously no secret that sexual assault is a problem on college campuses. As we saw with the #MeToo movement, sexual assault is a problem everywhere. If you think your campus DOESN’T have this problem, you’re probably wrong.
- At BYU, we had our own issues that led to some pretty major changes on campus. It took the university two years to fully implement all of the changes. Those were a long two years, but once the changes were announced and the news coverage started to die down a little, with headlines like this, we were kind of left thinking …
- WE COULD’VE STOPPED THERE! It felt like we weren’t done. It felt like we needed to do more. Surely a few changes in policy weren’t going to solve all of the problems that existed previously.
- PRESIDENTS CHANGE POLICY IT TAKES A VILLAGE TO CHANGE CULTURE IF SOCIAL MEDIA IS THE TOWN SQUARE, WE CARRY SOME REAL INFLUENCE RE: THAT CULTURE
- Our office published the results of BYU’s campus climate survey on sexual assault. Many of your schools have done or are planning to do a survey like this. These surveys provide information about incidents of assault, attitudes and awareness, and recommended actions that are specific to your campus culture. Three things stood out from our survey results…
- The first two things that stood out were that: 1. VICTIMS TURNED TO FRIENDS/ROOMMATES 2. FRIENDS/ROOMMATES DIDN’T KNOW THE BEST WAY TO HELP THEM
- The third thing that stood out was that our students really wanted to help Whad Dr. Lindsay Orchowski from Brown University, an expert in this field, talk our department through the findings of the survey, and this was a major point of emphasis.
- At this point our team realized we had an opportunity to help our students understand how they could engage with the topic They need to help, they want to help, but they don’t know how to help Let’s teach them how to help It was a great opportunity to lead out with social, again tying back to Nikki Sunstrum’s guidance
- We chose to turn to Instagram, where we've had a lot of success with student takeovers and specifically with students talking to students This fit the tone we wanted to strike Instagram is also the place where our students are This wouldn’t make sense to do primarily as a Facebook video
- We empowered students to help others who'd experienced an assault made an impact People scheduled title 9 and survivor advocate
- At this point we want to show you the story This is about 5 minutes long, in total You might think 5 minutes is pretty long for a social video, but our analytics showed that the drop off was very minimal and that there was actually less drop off in this video than in our average social videos Again ... remember to use the hashtag Share with us your questions or specific elements of this that you want us to address so that we make sure we get to those in the second half of our presentation
- Before we get into lessons learned, we want to tell you about the social listening involved here. - Picked a private meeting room where we won't be disturbed. - Blocked out schedules for us three plus the Survivor advocate, title ix director. - Invitations extended to counseling center and a dean on campus who chaired the campus climate survey. - Craft response together. Identify which team member was responding
- People who were in the Response Room
- Tried to have a few responses ready beforehand
- The messages started coming in We decided to have Lisa identify herself and use her name
- How hard should we push someone to get help? Complex question, spot-on answer. Social media story sparked this conversation. Through Instagram DMs. Rethink the potential of your channels.
- Credibility
- Validating
- Men
- Now we’re going to take a step back and walk you through the process of creating this and what we learned
- It was an important decision to not only address this to the victims Focus on the helpers The helpers are listening They want to help
- It was an important decision to not only address this to the victims Focus on the helpers The helpers are listening They want to help
- Not just having them on camera, but having them assist with the script, help answer responses and even using them as influencers in helping share the story
- It took us months to get this together (Summer)
- The script for this took a long time to write
- We went through draft after draft, and as mentioned, we were running these drafts past our experts to make sure we were getting the details right
- We utilized our university videographer He’s a master at making even a talking head look really, really good We knew this had to be produced well This couldn’t be video shot on a phone The high production value helped it to stand out MAKE IT LOOK GREAT WITHOUT CALLING ATTENTION TO ITSELF
- We have full control of what gets posted on BYU social media accounts. But for this topic, we wanted to give a final preview to university leadership before it went public. Pres, Student life, Gen Counsel.
- Important tip: Get the project done and done well before you show it and before you present it to the prez. Local permission. Our boss. Easier to get behind something that looks finished. Limits the opportunities for micromanaging.
- In some last-minute editing, we ended needing to replace a couple on-camera sections with text-only sections to clarify some policy details … but that was pretty much it President and Mike anecdote
- It felt like we weren’t done. It felt like we needed to do more. Surely a few changes in policy weren’t going to solve all of the problems that existed previously.
- It felt like we weren’t done. It felt like we needed to do more. Surely a few changes in policy weren’t going to solve all of the problems that existed previously.
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices - They become PEER ECPERTS Summer we knew, John we didn't
- Trying to make this type of content too cute or fun or funny is trivializing the content
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- Tying into your campus culture
- Shifting gears, this last story on Respecting Others... Put in a plug here for the UofU's session tomorrow on microaggressions. Probably for much the same reasons, we produced to lead out on the outrage so common on social media. Even though we had planned this for month, a very hateful and anonymous twitter engaged in a high volume of cyberbulling across our community the weekend before we posted this.
- Students talking to students Female and male Not a cheerleader tone / need realness and authenticity Screening the voices
- - We have a huge list of other aspects of this topic that we can address next time
- This is important … we knew this wasn’t our typical, fun, going-to-go-viral-by-itself content … we needed to put as much work as possible into as many people seeing this story as possible Jon and Summer
- 52 story tags
- This is the spreadsheet we used to compile all of the people and groups of people we wanted to reach out to, to help share the story and point to the story The list includes media, professors, administrators, students and other influencers
- We also helped this spread through some unique influencer media relations We’re not sure if we invented that term or not While we were shooting this section of the story with Julie, she asked if we would be contacting media ourselves about this, putting out a press release, etc. We told her it felt a little self serving for us to pitch this ourselves, saying “look how good we are” about a topic as sensitive as this Julie said if we weren’t going to say how good we are, she was going to for us She offered to pitch reporters That worked out great because of her influence … she was constantly being contacted by reporters about her sexual assault research
- Channel 4 was the first to get in touch with us after Julie’s pitch They actually wanted to do a story right away … we had to explain to them that we didn’t want them sharing the story before we could That led to us sending them an embargoed Instagram story Again, we think this might be the first use of the terms “embargoed Instagram story”
- This is our social media street team They were essential in helping us reach our student audience
- This is the email we sent to the street team, a day before we were going to post the story We tried to be very clear re: what the project was, why it was important, etc., and that we wanted their help sharing this
- We provided some resources including the first 15 seconds of the story that they could share on their own accounts and direct their friends and followers to the full version on our account We gave them the original file and another file with an overlay as an example of something they could do
- The conversations spread to Twitter
- The conversations spread to Twitter