Social Media Academy 2016 Speaker Presentations

#DigSocial

Social Media Academy

Welcome to Social Media Academy 2016

Ben Sharbaugh@bsharbaugh

Didn’twejustdothis?

Warnings&ConsiderationsYoumightnotneedaninstitutionalSnapchataccount

Thingschangequickly

• 8billionvideoviewsperdayonFacebook• 10billion+videoviewsperdayonSnapchat(up400%yearoveryear)• Mobiledevicephotosbetterthanever• Youcanreachthousandsinstantlywithyourphone’svideocamera• 360degree“VR”isavailabletoanybodywithYouTubeorFacebook

access

Don’tforget

THANK YOU@bsharbaugh

[email protected]

Keynote PresentationJohn Wihbey, Northeastern University

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Creating and Publishing 360° MultimediaTim Letteney, HMSC

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Creating&Publishing360° Multimedia

@Timletteney#digsocial

November10,2016

WhattheWhat?

• WhattheheckisanHMSC?• Why360° content?• Howdoyoucreate360° Content?• Howdidwedecidewhattoshoot?• Whatwastheimpact?• Wheredowegofromhere?

Why 360° Content?

• Visualcontentplaysverywellonsocial• Immersive• Interactivity• Highsharerate• Unique(fornow)• Perfectfitformuseums• SocialmediaàHMSCwebsitesà attendance

How to Create 360°Content?

• iPhoneAppssuchasGoogleStreetView• Specialtycameras• NoneedforexpensivecamerasorVRrigs

On a Budget?

• Richo Theta

HarvardMuseumofNaturalHistory

HarvardSemiticMuseum

CollectionofHistoricalScientificInstruments

What Now?

1. Produceshort360behindthescenesvideos2. Pretendtohaveanswerstoyourquestions

Live Video on Social Media Mike Petroff & Joseph Casciano, HPAC

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Live Video onSocial Media

Mike Petroff & Joseph Casciano

Facebook Live

Our Live Video Examples

Periscope

Art Museums Tour & Robobees

CS50 Lecture

Equipment

ikan FLY-X3-PLUS

DJI Osmo

Moment Wide

Analytics

785,778Video Views

Performance and Analytics

• Average watch time: 27 seconds

• Average peak live viewers: 2,112

o 0.048% of our total Facebook followers

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

Takeaways

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?

Thank you!

Questions? Comments?

#DigSocial


Break: 10:45 – 11:00am

Make Your Audio Shareable on Social MediaCatherine Seraphin, HPAC

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MAKE YOUR AUDIO GO

VIRAL(jk)

Catherine SeraphinMultimedia Project Manager | HPAC

@CJSeraphin

Why can’t audio go viral? 🤔

Finding shareable audio takes too much timeMust-share audio clips are buried in a story or longer podcasts

Shareable audio isn’t portableYou’re often doing something when you’re listening

Shareable audio isn’t produced for viralityDoesn’t translate the same way image, video, or text does

Devices used most often to listen to podcasts

What are people doing when they’re listening?

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?

Harvard Voices

The four types of audio people share:

› Audio explainers› WHOA sounds› Storytellers› Snappy reviews

There’s a secret plan for audio success...

Another version...

Open-source tool for creating audiograms

👉 github.com/nypublicradio/audiogram/

Questions?Let’s talk audio:

@[email protected]🙌

Generating Video Content for Social Media without a Production TeamNoah Leavitt & Craig LaPlante, HSPH

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Producing videofor social media

Social video challengesLow engagement, short view length for longer, interview-based videos

Many viewers watching with sound off

Modifying our video strategy

• Start captioning all videos• Shorter lengths• Graphic/animation intensive projects

Testing our ideas

State of Social MediaCustom video challengesCreativeVideoProjectTimeline

StockFootageProductionStoryboard:

VisualScript:

StockFootageSelection:

TIMELINE

Week1

ê

Week2

ê

Week3

ê

GraphicAnimationResearch/Storyboard:

GraphicDesign:

State of Social MediaCustom video challengesCreativeVideoProjectTimeline

RoughCutVersions(4):

FinalVersion:

Week4

ê

Week5

ê

Week6

ê

Week7

RoughCut-Script/VOadjustments:

RoughCutVersions(4):

FinalVersion(textoverlayoutsourced):

State of Social MediaOur solution:

Wibbitz

CreativeVideoProjectTimeline

WIBBTIZPRODUCTION

CopyArticleintoWibbitz(textorURL):

EditTextSections:

EditMediaSections:

TIMELINE

Day1

ê

Day2

ê

State of Social MediaOur solution:

Wibbitz

CreativeVideoProjectTimeline

FurtherAdjustments:

MusicSelection:

Download/Publish:

Day3

ê

Day4

ê

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

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?

Wibbitz Example

Taking Great Photos with an iPhoneKai-Jae Wang, HPAC

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Digital Photography

Big 3 of PhotographyISO – Aperture – Shutter Speed

1600, f 1.8, 1/50 s? What do all those numbers mean???

CompositionRule of Thirds – Angles – Lighting

Does this photo make me look good?

SettingsAuto vs Manual – HDR – Backup

Digital Photography Basics

The Big 3 of Photography

ISO – Aperture– Shutter Speed

Big 3 – ISO

ISOInternational Standards Organization

• Film Speed – ASA 50, 100, 200, 400, 800, 1600• Higher ASA = Higher light sensitivity• Higher ISO/ASA = Higher noise

Sensor size35 mm – Canon 5D, Nikon D810, Sony A7R2, ect.

• Larger sensor = More pixels/Bigger pixels

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

Depth of Field

Big 3 – Shutter Speed

Shutter SpeedThe time for which the shutter is open

• Slower shutter = More light/blurred motion• Faster shutter = Less light/freeze motion

Shutter Speed

Composition

Rule of ThirdsFraming 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

Composition

AnglesControl 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

Composition

LightingLet 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

Settings

Auto vs ManualManual

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

Settings

ModesAuto – 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!)

Backup

Back It Up!Cloud

Dropbox, Google Photos, Amazon, Facebook, etc.

LocalExternal hard drives, printed photos, burnt discs

Thank You!

The best camera is the one you that’s with you

– Chase Jarvis

Analytics on Social PlatformsJeordan Legon, HMS

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Making Data Make SenseUSING SOCIAL ANALYTICS TO TELL THE HMS STORY

Jeordan LegonCommunications and External Relations

Harvard Medical SchoolNov. 7, 2016

• Knowingwhattomeasureismostofthework

• Measurementrequiresstrategy

Goals and questions

Ways analytics help HMS

1. Staff meetings2. Reports following big events3. ‘State of the Community’ Report

StaffMeetings• ShareweeklylearningswithComms team

• Sharemostviewedpostsfromsocialmedia

WhiteCoatDay2016DigitalResults

• 1albumposted,1360°photoposted,1360°videoposted

• Firstyearusing360°photosandvideo

Facebook

0

500000

1000000

1500000

Reach

111,500

1.15million

0

5

10

Posts

2015

2016

0

50000

100000

150000

Engagements

• 7posts,1,151,900peoplereached,106,401engagements• Comparedto2015:75%postincrease,933%reachincrease,622%

engagementincrease

106,401

17,100

7

4

Growth of Digital at HMS HMS site Facebook Twitter LinkedIn Instagram Email

1.8milvisits12%growthduringyear;couldbesignificantlybetterifwewereservingmobileaudience

467,829K friends250kgrowthduringyear;highestaudienceengagementchannel

170KfollowersGrewfollowersby120,000- atarateofmorethandoubleallcompetitors.

117KfollowersLaunchedinOctober2015.Delivered20,000visitstoHMSsite.

74K followersGrewfollowersby400%;largestaccountinthemededucationfield

56K subscribers10K+ growth;4emailnewsletterscoveringscientists,alums,students,thoughtleaders.

Other DigitalAccomplishments• Movedfromthe3rdmostengagedbrandinthemedicaleducationfieldto#1.• Managed16webprojectsincluding:ExternalEducation;Dept.ofBiomedicalInformatics;facultyonboardingsite;Interactivecampustour;

andCommunityValuesupdate.• HMS accountlistedbyCNNasatopInstagram accountinthesciencefield.• Launchedsociallivevideostreaming (Periscope) andpaidsocialcampaignsforthefirsttime.• LaunchednewHMSmagazinesite: responsiveformobile andmorevisuallyappealing• ExpandedlivestreamingontheInternetforHMSevents.101,000+viewsofourvideolivestreamsfromaroundtheworld

How visitors find our articles1. BiologicalOriginofSchizophrenia

15,054pageviews--publishedJanuary27,2016

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%

Market Growth -Engagement

Best Posts - Facebook

Best Posts - Instagram

Best Posts - Twitter

• Websitetraffic• Emailmarketing• Initiativespotlight• Keytakeaways

State of the Community Reportalso includes:

KeyTakeaways• 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

KeyTakeaways• 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

Tools

Chartbeat SimplyMeasured GoogleAnalytics

“I didn’t know what the audience actually wanted.”

Questions?

@[email protected]

Snapchat CampaignsMary Cappabianca, IOP

#DigSocial


SNAPCHAT CAMPAIGNSMary CappabiancaInstitute of Politics

@harvardiop

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

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

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

Measurement

@harvardiop

• Metrics• Each story reaches 70+

students• See exact users you

reach• Reaction from colleagues

Political Conventions

@harvardiop

Student Takeovers

@harvardiop@harvardiop

Geofilters

@harvardiop

Questions?Mary CappabiancaHarvard Institute of [email protected]

@harvardiop

Thanks for attending!

#DigSocial


Social Media Academy 2016 Speaker Presentations

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Transcript of Social Media Academy 2016 Speaker Presentations