unil & instagram

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instagram @unilch Digital Campus Meeting May 2014 mercredi, 7 mai 14

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How UNIL got started and instagram, what they share, how they share it, and results obtained.

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Page 1: UNIL & instagram

instagram@unilch

Digital Campus Meeting May 2014mercredi, 7 mai 14

Page 2: UNIL & instagram

#unil #medecine fin de semestre

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Page 3: UNIL & instagram

A few facts

• Account created on July 19th, 2012

• 897 followers (+ 58 in April)

• 108 following

• 587 publications by unilch

• 4223 publications by the community hashtag #unil in captions (typos on #until)

• 10’157 likes (sooooo much love !)

• 3 people have the access

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Page 4: UNIL & instagram

Why ?

• Attitude: launch and learn

• What we say to the audience outside: UNIL exists (awareness), has a beautiful campus, organizes eventsand has a lively community

• Aim: create and sustain a positive and friendly image

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Page 5: UNIL & instagram

Why ?

• What we say to the audience inside: you are part of a community that lives on the campus. There are many things to notice here. We see your photos, what you like and we interact with you. Ye olde UNIL uses modern media

• Aim: sustain the already existing good atmosphere

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Page 6: UNIL & instagram

Why ?

• Look at images made by students...

• ... to understand the tastes and the habits of our users

• ... that older people and officials could never do (dozen of selfies, parties, ...)

• ... to build a database of free pictures of UNIL with searches on #unil

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Page 7: UNIL & instagram

Fin d exa, santé! #unil #zelig #studentlife - beatrizanguita

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Page 8: UNIL & instagram

YESS!! #lausanne #unil #biologie #swiss #universitedelausanne #accepted #university - thedodofficial

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Page 9: UNIL & instagram

Facebook

YouTube

Instagram

Twitter

Google+

Linkedin

Autres

0 20 40 60 80 100

5.4

2.3

8.1

12.4

15.1

34.9

98.0

5.5

2.9

15.6

16.5

31.5

37.3

97.2

2013 2012

Who ? - Inside UNIL

Inquiry «Comment allez-vous ? 2013» among 1160 1-st year students

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Page 10: UNIL & instagram

Facebook

YouTube

Instagram

Twitter

Google+

Linkedin

Autres

0 20 40 60 80 100

5.4

2.3

8.1

12.4

15.1

34.9

98.0

5.5

2.9

15.6

16.5

31.5

37.3

97.2

2013 2012

Who ? - Inside UNIL

Inquiry «Comment allez-vous ? 2013» among 1160 1-st year students

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Page 11: UNIL & instagram

Who ? - Inside UNIL

• 66% of instagram users at UNIL are women (over-representation: 57.9% in the general population of 1st-years)

• Students in economics and social+political sciences over-represented

• Students in biology+medecine and environment+earth sciences under-represented

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Page 12: UNIL & instagram

How ?

• Content: daily life on the campus, the landscape, the events, the unusual. Nothing outside UNIL

• We try to post pictures everyday, sometimes on week-ends

• Tone: light, friendly. Very little hard science or official/boring stuff

• We see with the «likes» what people expect of us

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Page 13: UNIL & instagram

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Page 14: UNIL & instagram

Works!

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Page 15: UNIL & instagram

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Page 16: UNIL & instagram

#epic fail

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Page 17: UNIL & instagram

How ? - Specials

• Moral comfort, wishes (before exams)

• Competitions

• Merchandising

• Takeover

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Page 18: UNIL & instagram

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Page 19: UNIL & instagram

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Page 20: UNIL & instagram

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Page 21: UNIL & instagram

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Page 22: UNIL & instagram

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Page 23: UNIL & instagram

A week before December 3rd, 2013: this mysterious ad on instagram and Facebook

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Page 24: UNIL & instagram

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Page 25: UNIL & instagram

• 22 pictures taken by @grisuy on December 3rd, 2013

• A total of 392 likes (with many doubles of course)

• No worries and a new friend for the community managers. Just change the password afterwards!

Did it work ?

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Page 26: UNIL & instagram

Information ecology: always recycle good stuff... if the audiences are the same

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Page 27: UNIL & instagram

Interaction with Facebook

• Promotion for instagram on Facebook with a tab (woobox)

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Page 28: UNIL & instagram

Interaction with Facebook

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Page 29: UNIL & instagram

Interaction with Facebook

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Page 30: UNIL & instagram

Interaction with Facebook

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Page 31: UNIL & instagram

Marketing

• Link to our instagram account on the home page of the official website

• News about it in the 2 UNIL magazines

• Use of instagram pictures in the magazines and on the website

• Instagram account mentioned during the «welcome week» for new students (with FB & others)

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Page 32: UNIL & instagram

Videos

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Page 33: UNIL & instagram

Videos

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Page 34: UNIL & instagram

Videos

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Page 35: UNIL & instagram

Videos

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Page 36: UNIL & instagram

Like and follow policy

• Check for #unil a few times a day and like all that’s us. Except disgusting / insulting stuff (happened twice)

• Follow the people who gives us the most «likes» (through iconosquare)

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Page 37: UNIL & instagram

Need for stats

• Monitoring with Hootsuite on keywords («examens», «zelig», «geopolis», «unil»)

• Stats with iconosquare (new nameof statigram)

• Most liked picture: 107. Fuels a competition between instagramersof @unilch

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Page 38: UNIL & instagram

Need for stats

• Average number of «likes» per picture: 42 for April 2014

• Very few comments

• Filter who gets the most likes: Valencia and Rise.The less: Toaster

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Page 39: UNIL & instagram

Conclusion

• Easy, fun, time-based. You take pictures when you wander on the campus between two meetings

• No degree in linguistics or computer science if you compare to Twitter and Co. So no worries

• Low expectations. Found no good way to measure the success, except the likes and followers growth

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Page 40: UNIL & instagram

Next steps

• Competition for the magazine Allez savoir! (digital meets printed media)

• More people and events

• More videos

• Other takeovers as reward for good instagramers

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Page 41: UNIL & instagram

Next steps

• Games with our neighbors @epflcampusExchange accounts for one day ?

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Page 42: UNIL & instagram

Questions

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