98% of students surveyed have a smart phone of which 85% own an Apple iPhone. Favorite apps include Facebook, Instagram, Snapchat, Yik Yak, and UNH Mobile. Amazingly, 99% of students surveyed said they use Facebook with 58% of students using the social media platform for up to 1 hour per day and 28% said they’re on Facebook up to 2 hours per day.
Next, we asked students if they use Twitter and 55% said yes and that they send 1-3 tweets per day. The top University of New Hampshire Twitter accounts students surveyed follow are: @UofNH, @UNHStudents, @UNHWildcats, and @UNHMUB.
It’s the end of the Spring semester and The University of New Hampshire social media team once again reached out to students through Instagram to see who needed an iced coffee during finals week. We had some great responses and plenty of takers for a free Starbucks Iced Coffee! The video was directed and edited by Scott Ripley and Jason Boucher, narrated by Kayleigh Kane ’16, a member of the #UNHSocial student team.
Because of the long, cold and snowy winter across the northeast, I was eager to fly off and visit Austin, Texas for this year’s South By Southwest Interactive conference. It was a great week, in which I remembered what it was like to wear short-sleeves! The weather was perfect as were many of the sessions I attended this year. I met some amazing new faces from as far away as Poland and Australia to my counterparts at The Ohio State University, University of Michigan, and Harvard University. I was also lucky enough to visit with some old friends and colleagues during my brief stay in Austin.
One of my first sessions was all about Community Managers and it was a very small group (RSVP only).
We discussed how to measure impact and how to grow our communities. The session was all about group participation, using white boards, giant post-it notes, and having an active discussion.
Do you know what 90-9-1 means? Within social media, there are 90% watchers, 9% curators, and 1% heavy users / contributors. That’s the bottomline. That’s why it’s so important to work with advocates to grow your community, increase members and have repeat visitors.
Besides advocacy programs, we discussed brand influencers, and how to use gameification within the world of fundraising.
This was a great session to attend that will no doubt help community managers evolve.
1. Be valuable. Your posts should do one of the following: Inform, Assist, or Entertain.
Inform: Sharing info about taxes and how to do them
Assist: Tips on how to winterize your home; How to use Meerkat
Entertain: Interesting tidbits or stories, such as ‘The Easter Rocket War of Vrontados (Greece)’
2. Be clever. Feed the content monster, but be clever. Piggyback on services like Feedly, AllTop, etc.
Share what’s already popular. It doesn’t matter if others have seen it already. There are so many people on social media, chances are good they haven’t seen it or if they have, it’s a another reminder to share or read more about the topic. Use lists, circles, and communities.
3. Be gracious. Share other people’s content. Give thanks. Stay positive or stay silent, but don’t feed the trolls!
4. Be organized. Use the right tools. Hootsuite, Sprout Social, or Tweetdeck for Social Media Management and Facebook mentions (mobile). Create a calendar. (I use the Google Chrome extension for Hootlet, which turns into a calendar and is also easy to use for scheduling future postings)
5. Be dramatic. Add visuals to each post. Add text on top of visuals with apps such as Canva, Photoshop, or GiMP. Don’t be afraid to add user-generated content as well, just give credit…
6. Be optimal. Perfect your avatar(s) because Guy says it’s, “a window into your soul.” Perfect your Twitter, Facebook, and Google + cover. It also tells a story. Use optimal visual sizes: Twitter: 1024 x 512, Facebook: 940 x 788, Instagram: 640 x 640
Go native. Upload video to Facebook as well as YouTube. (I’ve been saying this for 6 or 7 months already. YouTube and Facebook are competitors, so now you must upload your videos to both social networks.)
7. Be bold. If you’re interesting then you get more followers, more shares, and can increase your influence and if you use it… Klout.
Take a stand (i.e. vitamin supplements don’t work, gun control. Politics, etc) Show your passions through your social media posts. Be topical and timely (i.e. – The dress)
8. Don’t be clueless. Don’t buy fans or followers. Don’t ask for re-shares.
Don’t abdicate to agencies and interns (if they’re not involved day-to-day with your office and your team, how can they really understand or know your brand? How can they be a social media voice for you?)
9. Be active. Try stuff! Repeat your tweets (but don’t try this on other social networks). Tweets last 24 minutes, spread out a few of the same tweets over 24-30 hours time. As a social media manager, I may try this, but I think it might be a ICYMI post, or the same message, different choice of words. What’s your experience with this? Would you tweet the same thing 4-5 times in one day? It seems a little bit like spam to me…
According to Guy: “If someone complains you tweeted three times in 24 hours then arguably they have no lives!” ESPN, NPR, and CNN repeat their news all day long. Think of your audience (time zones, lunch, evening, etc)
10. Be curious.
Jump on new platforms (Meerkat). Watch what others do and don’t be afraid. Look into Design Taxi for ideas and inspiration.
Make sure you are also using relevant hashtags. Very important for searching purposes and discovery.
Go Incognito – open a new window in a Google Chrome browser to see how you’re doing from the outside. This is something I try to do quite regularly…
According to Peg, social media is marketing for small business, not large businesses… and it takes a lot of effort – it’s marketing, not sales. It takes time, patience, and did I already say time? Perhaps the people you’re trying to reach are not on the platform you using so much? Branch out.
Are you a social media experiment? That was the topic of this session featuring…
Is data analysis a good or bad thing? What are experimenters doing with social media data? Check out JUJI.IO and learn more about your own Twitter data. It will show Career DNA, Persona DNA, and more.
Observing people in a natural environment has changed. All the “data exhaust” of our online life, you could argue is public information, right? That’s now part of the observation. Also, looking at just Facebook likes of anyone can help you analyze what type of person they are. Look at the traits of actions and overall patterns to find attributes of people. It’s public info, but is it all ethical?
Next, I sat in the front row to witness a panel called, Advocates vs Agitators: The Social Influence. This was a great session, as it brought together a few brands (Chevrolet, Southwest Airlines) to discuss social media success and failures. Remember the classic social media fail from McDonald’s? #McDStories
Have we finally learned our lesson as marketers or will we be “tweet-jacked” once again?
Chevrolet began the session by explaining how they took the hashtag #TechnologyAndStuff and made it their own.
After a World Series trophy blunder from their west coast zone manager, folks took to social media to make fun of the speech and the truck that features “technology and stuff,” making it a trending topic and popular hashtag. Chevy proved that brands can own slip-ups and in turn, took the trending hashtag and made it their own by incorporating it into their own advertising going forward.
Social amplifies customer service wins and fails. It’s all about the customer experience, and as social media marketers our business is customer service. The Southwest Airlines Social Care Team is a great example. Southwest Airlines has 22 social media employees, adding 8 more this summer to reach 30! It’s what’s important. You need to be timely. So how do you get buy-in to increase your staff? You have to show leadership how hard your trying to support the brand, brand commitment, and how social media is that opportunity. Customer service! Find ways to involve leadership to prove, or show them how much time and effort it takes. Find ways to enable them. They’re more likely to listen and add folks if possible.
Both Chevrolet and Southwest Airlines amplify positive mentions. “It’s like winning an award. Fans, or followers love it.”
If there is a social media crisis, never sit back and see how it goes or what others are saying. If it develops, then you should have your task force get together to discuss. How can we turn this negative into a positive? Who’s a part of your task force? Media Relations, PR, Communications Team, Social Media, Etc? Remember: Don’t reply to negative spam – look at the followers and their engagement history first, then re-evaluate.
Another great session was Magical UX and the Internet of Things with Josh Clark. He began with two important quotes:
“Any sufficiently advanced technology is indistinguishable from magic.” – Arthur C. Clarke
“Fantasy fulfills a need for a simpler, more controllable world.” – Alan Kay
We have but one goal when designing technology: The computer disappears into the environment.
There is no magic wand like we’ve seen in Harry Potter, however the smartphone is like a magic wand for everyone. It’s the first “internet of things” device for all. Sensors + Smarts + Connectivity. Available at the point of inspiration. Mobile phones bring computing power to immobile objects. We can embed smartphone brains in anything!
The world is the interface… It always has been. The world is also a data source. Clark says to “design for the things essential thingness.” Make things more like they are, make us more human. Amplify humanity, not augment it.
Remember, we spend 3 hours a day looking at our screen. 20% of our waking hours are on our phones.
Measuring Digital Marketing with Luke and Adam was interesting. The two Australians spoke back in forth with many great examples of the marketing funnel. They mentioned how important it was for businesses to all be on the same page when it come to planning.
When trying to measure your businesses marketing, use the Measurement Hierarchy of Needs:
1. Business goals
2. Digital goals
3. Metrics – your inventory really…
6. Segmented reporting
9. Actionable insight
SMART: specific measurable, articulate, relevant , timely
What are your sales channels — How do people buy your stuff? ( donations, applicants) One example they gave was about a client who asked for big data, but one dept. didn’t want to share their data, so the information was sitting there but we couldn’t access it, because of one department. FYI: You must break down silos to share data between departments.
Measure what matters. Don’t just measure the easy things. Does social contribute to your business? Be mindful in this space and how it relates to your business goal. See photo of 10 measurement tests including gaming test.
One case study regarding Newsletters suggests people visit the newsletter, or website 3 times before they inquiry, then signup, which can lead to a sale.
Essential tools you should use for measuring digital marketing:
Moz – social
Alexa – search
similar Web – everything
Nibbler – site quality
A Conversation with the Founders of YIK YAK
By now, we’re all familiar with the anonymous app called Yik Yak, right? The two co-founders sat down for an interview at South By Southwest. They say the biggest misconceptions of their app is that it’s only used for cyber bullying of high school kids, but they don’t see it. Instead, they see it as a place for humor, news, and campus information. They don’t think there is many threats on Yik Yak as the media portrays…
To change the public’s perception, they brought in an Atlanta student who was bullied on Yik Yak and listened to her as she was quite upset… According to the two co-founders, she liked the changes they made including geofencing high schools, so the app could no longer be used by those under 17 years of age, as they had originally intended.
Yik Yak is moderated by an in-house team in Atlanta and an outsource team somewhere else. Asked if they had more plans to change? They said that filters have been set up and strengthened, they also are better at informing communities and providing better tools with more moderation.
If they see instances of targeting or harassment, they suspend the user. The app was made for college students, not high schools, so they blocked all high schools in America with geofences. The app won’t work near a high school, but what about when the students are home or outside the geo-fenced high school? Yik Yak has hired a company to do GPS points. They try to be proactive and keep reminding us that the app is 17+. They also have banned words that won’t be posted on their app.
The reason they want the app to remain anonymous is because it’s all about location. Anonymity for a level playing field, no race, sex, religion, or bias to start. Less original judgement.
And what about the idiots who use the app to call in bomb threats? There’s a pop up that now appears letting users know the content they’re about to post could be threatening and reported to law enforcement officials. User privacy laws prevent giving out data unless laws are broken, but if they are then it’s shared with the proper authorities.
The app is anonymous, but you can still pick a username each time you post to Yik Yak. Soem examples of heavy users are those that break the weather each morning for their campus, squirrels around campus are also popular. Some of the content resembles other apps such as SECRET and WHISPER, so how does Yik Yak differentiate?
One last example comes from Vanderbilt University. A student was looking for a donor for his brother, who was very sick. He posted on Yik Yak and over 700 people showed up because it was seen by all on campus, due to geofencing. Twitter and Facebook didn’t work as much as it was seen all over and can get diluted according to co-founders Droll and Buffington.
Are there plans to monetize the app? Local ads are relevant to students. (i.e. DHOP pizza deal)
A VP of engineering from Google has just joined Yik Yak to help them deal with spam, moderation, content, and their future.
They’re favorite place to peak into is Disney world, because college kids have funny things to say while on vacation.
Are videos and photos coming soon to Yik Yak? Stay tuned.
Dr. Astro Teller of Google delivered a keynote about Google X and the amazing projects they’re currently working on.
Have you heard of Project Loon? The plan is to get everyone on Earth connected by launching balloons in the sky, much higher then the weather, that act like cell phone towers in the sky. It would be a network of balloons that talk to each other and have the ability to sail and be directed remotely to any coordinate. The balloons can fly to within a few 100 meters of where they want them to go, but that wasn’t the first or fiftieth time… these things take patience and time.
Next, he brought up the Google self-driving car we’ve all heard about. The car has been tested and tested, but it’s still not ready. He gave a great example of the car complying and stopping when there were objects in the road. A woman in a wheelchair was chasing a duck in the street and the car did the right thing… it stopped, waited, then continued on. Excellent example, right?
Google Glass is not over, but it feels like it. The Google Glass explorers was a great project, but Google allowed and encouraged too much attention to the program… which is still in beta. The conversation got too loud and the lesson was learned, even though it was too late.
The Google Genie (FLUX) is a full expert-designed system for designing buildings. He showed us downtown Austin as an example. It’s all about zoning here, so the center with rays protruding outwards is the capitol building. It automatically answers (by FLUX) to show where you can build, zoning laws, building codes, etc.
Two other projects he briefly discussed were Project wing, which delivers physical things, moves them around. It’s a self-flying vehicle, or drone. The other was Project McConney, a sky wind turbine that weighs 1% of current wind turbines and has 8 propellers, creates circle, then turns wind into 600 kWh of energy.
Dr. Teller’s advice is to get out there. Prototype your project. Show it off! It’s better to find out now then wait to the end.
The last session I attended was with my favorite newsman, Dan Rather. He sat with Dan Pfeiffer of The White House to discuss the state of media and it’s future. According to Rather, “Snapchat, SxSW will both be here in 10 years, but sadly, not the nightly news.”
He quickly reminded the hi-tech, social media crowd that press releases are not news. “News is what happens after the press release,” he shouted. Content is not news, news is the content. There are more gadgets, advanced technology, so it confuses us–but it’s content, not news.
Apps like Meerkat, Periscope will change news. No more satellite trucks or wires if you can get the same thing from your phone… Lower costs and easier arrangement.
As I got up to leave, Rather told the crowd we must know the difference between skepticism and cynicism – what’s real and what’s not. Authenticity is everything.
Just after the holiday season came to an end, the #UNHSocial team got back to work designing a graphic for Snapchat Geofilters!
Geofilters are special overlays for Snaps that can only be accessed in certain locations. Artists and designers are encouraged to use this tool to bring their one-of-a-kind style to the Snapchat community. Simply choose the geographic area you want your filter to be available in and upload an image asset. All images must be original artwork and have to be approved by the Snapchat team.
UNH STUDENTS Geofilter on Snapchat
The project was created by Hillary Flanagan and the graphic was designed by Teagan O’Neill. After we submitted the graphic to Snapchat it was ready to use only three weeks later. Do you want to create your own geofilter? Learn more here: http://bit.ly/1K8EJdy
Follow UNH STUDENTS on Snapchat
Take a picture of the image inside the Snapchat app and you’ll automatically follow UNH Students! And don’t forget to check out all the other social media UNH has to offer by visiting unh.edu/social for more.
Social media is all about making connections. Whether you’re a current student or alum, faculty or staff, or part of the greater UNH community, I invite you to explore UNH’s ever-expanding social presence.
Here’s a few examples of how UNH engages our stakeholders through social media apps, but then turns it into a real, live event demonstrating the power of social media and the smiles that come along with it.
Tuesday morning was the first day of classes for the 2015 spring semester at The University of New Hampshire. It was bright and sunny, but only 28F degrees with a gusty, cold wind.A perfect time to use Snapchat and welcome students back with some gifts to keep warm — like UNH hats, gloves, and scarves!
Our #UNHSocial student team “snapped” some photos from outside Thompson Hall and if students stopped by and mentioned our latest snapchat they got one of our warm Wildcat prizes! It was a quick and easy way to put a smile on the faces of returning students and now they’ll spend the rest of the day (or winter) staying warm.
Here’s the video featuring happy, warm students:
Follow UNH Students on Snapchat for more contests and giveaways all semester long!
The University of New Hampshire social media team reached out to students through Twitter and Instagram to see who needed coffee during finals week last semester. Many students spend days studying in the library, so we wanted to surprise them with a coffee to help keep ’em going!
This video is the result of our social media engagement:
Special thanks to Hillary Flanagan, Tyler Wentworth, Scott Ripley, and the #UNHSocial student team!