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In the fall of 2010, five RIT students began a project that would connect them with their future peers. With the support of Undergraduate Admissions these students launched a campaign that put them at the forefront of RIT prospective student communications. By leveraging mobile devices and social media technologies that include Twitter, YouTube and Facebook the students captured real-time updates from campus, maintained blogs, and published a weekly webisode for an online series named “RIT Behind the Scenes.”
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Ashley Hennigan
Assistant Director of Admissions
Rochester Institute of Technology
ashadm@rit.edu - @ashleyhenn
Managing a Team of Social Media Ambassadors: Lessons Learned. One year later.
OR Bloggers on Steroids.
Agenda
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The ProjectBuy-InThe StudentsTimelineTechnologyThe NumbersWhat’s NextDiscussion
The Project
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Admissions BlogYouTubeTwitterFacebookFoursquare Bloggers on steroids
http://www.youtube.com/5RITstudents
Buy-In
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AdministrationColleaguesCollege Community
StudentsFaculty/StaffAlumni
SupportResources
via @kprentiss
Lesson One: Proof is in the numbers.
Video – No. 1 trend in Higher Ed.If it’s free, it’s me.My numbers.
The Students
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Emily Okey (@RIT_Emily)InterviewingDiversity Ambassador TrainingTech Training
JacobNashville, TNSophomorePackaging SciencePhi Kappa PsiPhoto House E-Board
ChristinaWashington, DCFreshmanGraphic DesignGamerGoofball
MeganColorado Springs, COSophomoreMechanical EngineerGirl PowerSnowboarder
SabrinaChatham, NYSophomore/JuniorChanges major dailyPhotographerLobbyist
KevinPort Washington, NYFreshmanPhysicsLinux userThespian
Lesson Two: If they seem flakey, they’re going to flake.
Use your gut.Embrace stereotypes.Ask.
“The more we understood what to expect out of each team member, the better the result…” -Jacob
“The mix of students played a huge part in the success of the project.” -Emily
Timeline
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Learning CurveThe FunnelOffice HoursStaff MeetingsProduction
Lesson Three: You can’t do this job.
You will need an Emily.You can miss deadlines.When in doubt, start shooting.
“The more we planned before hand the faster the processwent, especially in editing.” - Emily
Technology
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AccessSocial MediaBlogWebsiteHardwareSoftware 20somethingblog.com
Lesson Four: Allow for the learning curve.
Not everyone is tech savvy.Provide training.Share best practices.
“We started in September shooting anything around campus… It became clear that we should have instead focused on individual episodes with more of a story.” - Emily
“Social media platforms are easy to handle and maintain, like twitterwhich prior to this job I never got into, but I became hooked” - Jacob
The Launch
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MarketingPilot10 episodesQ&A’sRe-launch
Lesson Five: It only gets better.
Technology moves.Make building blocks to learn from.Repurpose your content.
“The finished product is an always improving act.” - Jacob
“I’m really proud of all of the work we did and how we continuedand keep continuing to improve” - Christina
The Numbers
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Series views: 11,420+Average Episode: 1,000 views
RIT Students: 49 subscribersRIT Admissions: 42 subscribers
2011 FB page: 2,445 Monthly active users (May)Blog reads: 76,935 total (74 posts), 1040 ave.Twitter followers: 644 total, 92 average
What’s Next
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New team members (Film & Journalism)Switch to Final Cut XNew themes & tours More promotionNew ambassador site
Discuss.
YouTube vs. Vimeo
Vlog > Blog
The Numbers
iMovie vs. Final Cut
The Students
unicorns
Timeline
Buy-In
What’s Next
Thank you.ashadm@rit.edu - @ashleyhenn 18
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