wish you were here - experiments on telling your campus story from abroad

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Wish You Were Here Experiments on telling your campus story from abroad

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This presentation was given at eduWeb 2010 in Chicago by Kirsten A. McKinney, Web & Graphic Coordinator for the University of Richmond, Richmond, VA.

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Page 1: Wish You Were Here - Experiments on telling your campus story from abroad

Wish You Were HereExperiments on telling your campus story from abroad

Page 2: Wish You Were Here - Experiments on telling your campus story from abroad

Web & Graphic CoordinatorUniversity of Richmond’s School of Arts & Sciences

Kirsten

McKinney

Page 3: Wish You Were Here - Experiments on telling your campus story from abroad

Purpose Statement

Social Media is a powerful sharing platform

How we leveraged social media to capture and share a student experience story in real time

1. Review current practices

2. Talk about the new approach

3. Share our experiment

4. Review results

5. Share tips on how you can incorporate what we did for your institution

Page 4: Wish You Were Here - Experiments on telling your campus story from abroad

Sharing our Stories

As public relations, communications,

marketing and web professionals, our job is to

tell powerful stories about our institutions;

stories that people want to share with family,

friends, and colleagues.

Page 5: Wish You Were Here - Experiments on telling your campus story from abroad

How we share our stories

Feature Stories

Story Collection

Page 6: Wish You Were Here - Experiments on telling your campus story from abroad

How we share our stories

Feature Stories

Page 7: Wish You Were Here - Experiments on telling your campus story from abroad

How we share our stories

Feature Stories

Page 8: Wish You Were Here - Experiments on telling your campus story from abroad

How we share our stories

Feature Stories

Page 9: Wish You Were Here - Experiments on telling your campus story from abroad

How we share our stories

Page 10: Wish You Were Here - Experiments on telling your campus story from abroad

The big idea

Blog

Video

Twitter

Facebook

Interviews

Website

Photography

Page 11: Wish You Were Here - Experiments on telling your campus story from abroad

Goals

Goals

Tell the story in real time

Encourage sharing the story

Experiment – what works?

Audiences

Prospective Students

Accepted Students

Parents

University community

Alumni

Page 12: Wish You Were Here - Experiments on telling your campus story from abroad

EC=MC

Every Company is a Media Company.

The transformative equation for business.

Holds true for higher ed:

• Faculty insight (blogs)

• Lectures and Events (YouTube)

• Real Time News (Twitter)

• Join in! (Facebook)

Page 13: Wish You Were Here - Experiments on telling your campus story from abroad

Changing Role of Communicators

Keith Childs and a colleague were embedded by his company at the

Geneva motor show:

Instead of repurposing press material I was part of team creating content. Writing

text. Taking pictures. Making videos. And it made me think about the changing role

of communicators.

We were thinking like reporters. What is going to make an interesting story? …

And we were thinking like editors. Making sure we were scheduling our posts and

not having long gaps of silence… As communicators we assumed the role of

reporter, film maker, photographer, editor and publisher. Gone were the multi-

approval steps. The responsibility was in our hands. Create, publish- and hope you

don't make any mistakes.

http://www.keithchilds.com/the-changing-role-of-communicators

Page 14: Wish You Were Here - Experiments on telling your campus story from abroad

Embedded Reporter: Military

http://www.fas.org/sgp/othergov/dod/embed.html

Page 15: Wish You Were Here - Experiments on telling your campus story from abroad

Living in the Moment

Students are living in the moment – whatever that may be

Page 16: Wish You Were Here - Experiments on telling your campus story from abroad

Deliverables

Video feed Photo FeedFacebook

Posts

Micro-Blogging (Tweets)

Blogging by Reporter

Blogging by students

Final video of interviews

etc.Live Video

Page 17: Wish You Were Here - Experiments on telling your campus story from abroad

Tools: Platforms

Used sets and galleries

Used the universities existing channel and

tagged UR Jazz

Handle = UR Jazz

Page 18: Wish You Were Here - Experiments on telling your campus story from abroad

Tools: Landing Page

Page 19: Wish You Were Here - Experiments on telling your campus story from abroad

Tools: Equipment

•MacbookPro

• Panasonic HD video

camera *

• Canon SLR

• Flip cameras (2)

•iPhone

• tripod, cables, backup

batteries, raingear *

• ONE BAG *

* purchased new for trip

Page 20: Wish You Were Here - Experiments on telling your campus story from abroad

Trip Prep

Do the best you can

with what you have

where you are

-Theodore Roosevelt

Page 21: Wish You Were Here - Experiments on telling your campus story from abroad

The Trip

Page 22: Wish You Were Here - Experiments on telling your campus story from abroad

The Trip

Page 23: Wish You Were Here - Experiments on telling your campus story from abroad

Hotel Internet

Page 24: Wish You Were Here - Experiments on telling your campus story from abroad

The Trip

Page 25: Wish You Were Here - Experiments on telling your campus story from abroad

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Page 26: Wish You Were Here - Experiments on telling your campus story from abroad

Pochote

Page 27: Wish You Were Here - Experiments on telling your campus story from abroad

Pochote

Page 28: Wish You Were Here - Experiments on telling your campus story from abroad

Pochote

Page 29: Wish You Were Here - Experiments on telling your campus story from abroad

Pochote

Page 30: Wish You Were Here - Experiments on telling your campus story from abroad

Pochote

Page 31: Wish You Were Here - Experiments on telling your campus story from abroad

Return

Page 32: Wish You Were Here - Experiments on telling your campus story from abroad

Results

Page 33: Wish You Were Here - Experiments on telling your campus story from abroad

Immediate Results

Facebook ad – first two days

Targeted

• who live in the United States

• age 18 and older

• who like costarica, jazz, jazz band, latin jazz,

music, richmondvirginia or university

richmond

• who are not already connected to UR Jazz

• whose friends are already connected to

University of Richmond School of Arts &

Sciences

42 clicks

93,731 impressions

Page 34: Wish You Were Here - Experiments on telling your campus story from abroad

Immediate Results

538 clicks

1,757,129 impressions

Page 35: Wish You Were Here - Experiments on telling your campus story from abroad

Results

Page 36: Wish You Were Here - Experiments on telling your campus story from abroad

Long-term Results

Plan to use the Facebook page as a way to keep the

program connected to local jazz and interested students.

Take the trip again in the spring, then track awareness –

are we seeing a rise in students declaring as music majors?

Currently looking at other groups/experiences where we

could try embedding staff again.

Page 37: Wish You Were Here - Experiments on telling your campus story from abroad

Deliverables

Video feed Photo FeedFacebook

Posts

Micro-Blogging (Tweets)

Blogging by Reporter

Blogging by students

Final video of interviews

etc.

Page 38: Wish You Were Here - Experiments on telling your campus story from abroad

Issues

Power and Internet Access – what does a social

media reporter do without an internet

connection?

Editing and uploading happened at night – better

to be out capturing the moment than holed up in

the hotel editing.

Schedule kept shifting slightly – had to stay

flexible

Dark theaters not always great for video – tried

not to be intrusive during performances.

Could have used a microphone for interviews

Page 39: Wish You Were Here - Experiments on telling your campus story from abroad

Micro vs. Macro

Grand Total: $3,304

Item Cost

Flight $350

Hotel $200

Equipment $2270

Reimbursed $175

Facebook Ads $309

Total Cost

Page 40: Wish You Were Here - Experiments on telling your campus story from abroad

Trip Tips

•One purpose

•Technology first

•Be choosy about tools

•Build excitement pre-trip

•Formulate deliverables and

back-up plans

Page 41: Wish You Were Here - Experiments on telling your campus story from abroad

Trip Tips

• Assimilate

• Watch your emotional

attachment

• Take help whenever you can

get it!

• Follow up with fans post-trip

Page 42: Wish You Were Here - Experiments on telling your campus story from abroad

Conclusion

Social Media is a powerful sharing

platform

Most of us are telling our stories –

how can you use social

media to expand the reach of

those stories?

Think like a reporter – what would

make a good story? What’s

the best way to tell the story?

Have fun!

Page 43: Wish You Were Here - Experiments on telling your campus story from abroad

Questions?

Kirsten McKinney

University of Richmond

[email protected]

www.slideshare.net/kamckinney

kirstenmckinney.com/blog

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