instagram@unilch
Digital Campus Meeting May 2014mercredi, 7 mai 14
#unil #medecine fin de semestre
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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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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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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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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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Fin d exa, santé! #unil #zelig #studentlife - beatrizanguita
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YESS!! #lausanne #unil #biologie #swiss #universitedelausanne #accepted #university - thedodofficial
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YouTube
Google+
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
mercredi, 7 mai 14
YouTube
Google+
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
mercredi, 7 mai 14
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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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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Works!
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#epic fail
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How ? - Specials
• Moral comfort, wishes (before exams)
• Competitions
• Merchandising
• Takeover
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A week before December 3rd, 2013: this mysterious ad on instagram and Facebook
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• 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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Information ecology: always recycle good stuff... if the audiences are the same
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Interaction with Facebook
• Promotion for instagram on Facebook with a tab (woobox)
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Interaction with Facebook
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Interaction with Facebook
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Interaction with Facebook
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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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Videos
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Videos
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Videos
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Videos
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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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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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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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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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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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Next steps
• Games with our neighbors @epflcampusExchange accounts for one day ?
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Questions
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