Social Media in Real Life: How YorkU won gold by bringing social to live events
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The document outlines the successful organization and execution of York University's convocation event, highlighting the innovative use of social media and projection software to engage attendees. Key factors for success included coordinated planning, live social media interaction, and psychological principles to motivate participation, resulting in significant content creation and reach. Ultimately, the event received widespread positive sentiment, demonstrating the power of audience engagement and emotional connection.
Social Media in Real Life: How YorkU won gold by bringing social to live events
- 1. Mark Farmer PodCamp Toronto / 2016-02-21 Social in Real Life How YorkU won gold by bringing social to live events
- 2. Today: Social in Real Life โข How we pulled it off: organizing ourselves. โข The software. โข How it works: live demo! โข The keys to success: how to promote your event, to maximize results. โข Our other experiments. โข The psychology of success. โข The results. โข Lessons learned, โgotchyasโ and more.
- 3. A Successful Year and its Conclusion โข Spring Convocation 2015: โ 13 ceremonies. โ 6100 graduates crossed the stage. โ 13 honorary degree recipients. โ 3 faculty award winners. โ 3 student award winners.
- 4. Organization โข Brought together a number of units in a highly coordinated fashion. โข Relied on Google docs exclusively for planning & coordination: โ Removed the need for a flurry of emails back and forth to share documents. โ No versioning control issues with documents. โ Everyone can contribute and modify documents at the same time. โ Full revision history for documents.
- 5. Projection โข Was selected as the โbig ideaโ for this convocation by the working group. โข Had achieved great results at Waterloo, as part of their โConvosationโ project that won a CASE award. โข Is a key part of the โFriday Night Liveโ series at the ROM. โข Knew it had application to convocation because of the strong emotional engagement it creates with the audience.
- 6. Projection: examples Convosation: U Waterloo Friday Night Live at the ROM
- 7. The projection software โข Examined over a dozen potential candidates and selected Zoomph. Initially brought forward by ceremonials. โข Zoomph features: โ Full moderation / curation. โ Can pull from Twitter, Instagram, public Google+ accounts and up to 10 Facebook pages. โ Can pull text, photos or both. โ Slideshow functionality. โ Reliable, with good customer support. โข Hashtag-based for York (#YorkUConvo) but can be based on search terms or a combo of hashtags and search terms.
- 8. Graditude โขDemoed it at Graditude, a York alumni-student event. โ 150 pieces of content. โ Key takeaway: โชMitigate risk through testing & smaller engagements. โชVisibility: positioning, contrast. โชPrompt, prompt, prompt. oActually walking up to people and taking their picture.
- 9. Content is fully moderated in Zoomph
- 10. What appears on screen
- 11. Elements of success: accounts โข Created โyorkuconvoโ accounts on Twitter and Instagram, to prepopulate content on-screen while waiting for students & parents to post their own content. โข Allowed us to thank individuals who made it on the big screen, for their submissions. This was especially important for those waiting in line outside, who couldnโt see the big screen. โข They would often, in turn, thank us back.
- 12. Elements of success: laddering up โข Once we were confident in projection, we went further. โข Added signs on day two, once we were able to see that projection was working as anticipated.
- 13. Elements of success: tweeting & prompting โข Live-tweeting from the ceremony. โ Presidentโs office live-tweeted each event, producing a huge amount of content, which drives awareness. โข Prompt, prompt, prompt. โRoving reporters prompted students to take selfies while waiting in the marshalling area. โPrompted students over the P/A as well. โCreated content for the yorkuconvo and yorkupresoffice accounts on Twitter,Instagram and Snapchat.
- 14. Elements of success: contest(s) โข Swag bag contest โ Roving reporters & York digital properties promoted one of three YorkU bookstores swag bags, which students could win for the best selfie / convocation pic.
- 15. Our other experiments: Snapchat โข Presidentโs office and public affairs activated accounts for convocation. โข Important because 300 million people are on Snapchat, the vast majority being 16-24. โ 77% of US college students use it daily.
- 16. Our other experiments: Snapchat โข Created โstoriesโ at the ceremony. โ Walkthrough of the venue. โ Best wishes. โ Etc. โข Added a geofilter. โ Allows people on site to take their own snaps and use an overlay graphic.
- 17. New channels: Meerkat / Periscope โข Live streaming through Twitter. โ Meerkat: A nine-minute video gained us 17 followers. โ Periscope: Was too buggy in spring, but proved more reliable by fall. โข Potential for future events, if promoted in advance. โข More about whatโs being said / interesting speaker, interesting content.
- 18. The Secret Sauce: psychology โข At a certain point, your IT / communications / marketing career stops being about IT, communications or marketing and starts being about psychology. โข Nobody ever became head of IT because they were the best programmer. โข Nobody ever became CMO because they wrote the best copy. โข They got there because they understood people and how to influence them.
- 19. How do you motivate people? โข Cialdini โReciprocity โScarcity โAuthority โConsistency โLiking โConsensus / social proof
- 20. How do you motivate people? โข Reciprocity โPeople tend to return a favor. โข Scarcity โPerceived scarcity will generate demand. โข Authority โPeople will tend to obey authority figures, โข Consistency โIf people commit, orally or in writing, to an idea or goal, they are more likely to honor that commitment.
- 21. How do you motivate people? โข Liking โPeople are easily persuaded by other people that they like. โข Consensus / social proof โPeople will do things that they see other people are doing.
- 22. How we motivated people? โข Cialdini โReciprocity โScarcity โAuthority โConsistency โLiking โConsensus / social proof โข https://www.youtube.com/watch? v=cFdCzN7RYbw
- 23. Alterspark.com For your reference: Dr. Brian Cugelman
- 24. Numbers achieved: โข 5,766 pieces of content created by people using #YorkUConvo alone. โ This represents almost 12X the convocation content produced by institutional accounts during the spring 2014 convocation. โข Estimated potential reach of over 6.1 million โ This represents almost 90X the reach achieved at the spring 2014 convocation by the units mentioned above. โข Trended on Twitter nationally. โข Eclipsed the results for Waterlooโs Convosation (3,000 tweets) by the midway point of convocation. โข Had to shorten the time on screen from 12 to 10, then 9 seconds to accommodate the speed at which content was coming in.
- 26. A relationship with โThe Big Screenโ โข People actually started asking to be on the big screen in their tweets / instagrams, and started taking photos of their content appearing on screen. โข Started seeing โ#bigscreenโ
- 27. A relationship with โThe Big Screenโ
- 28. Why is this important? โข Tens (perhaps hundreds) of thousands of people saw messages such as these, and then liked / shared them:
- 29. Emotional connection โข Back and forth between parents and their kids. โข Friends sharing their excitement with friends. โข Pride, positivity.
- 30. Visual impact
- 32. Takeaways โข Appealing to the audienceโs sense of self, and instant gratification drive engagement: people need to be able to see themselves on-screen in-venue, for projection to achieve results. โThis is common to all live projection events Iโve looked at.
- 33. Takeaways โข You can only achieve so much on your own channels. By harnessing the power of the crowd and an emotional connection, you can achieve exponential results. โ Amplification: we can reach X number of people, but if we harness X number of people to produce content they share with their network, we reach X2. โข Prompt, prompt, prompt. โข Reduce risk through testing & trials. โข Measure, if you want to be taken seriously.
- 35. Questions? โข http://markfarmer.net โข Twitter.com/markus64 โข linkedin.com/in/markfarmer64 โข Meetup.com/Social-Media-Cafe-Toronto