Unforgettable: Transforming Commencement into an Interactive Experience (Poster Session Presentation at HighEdWeb 2016)

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  • #CongratagradNYU

  • Unforgettable: Transforming Commencement into an Interactive Experience

  • Background

    #CongratagradNYU is an integrated, one-day campaign conducted during New York Universitys Commencement Exercises.

    As a global university, our goal was to create an immersive and interactive experience at our largest event for all students, faculty, family, and friends, regardless of their location.

  • How it works

    The #CongratagradNYU campaign spans all major social platforms, focusing on Twitter and Instagram.

    During Commencement, the NYU community is encouraged to use #CongratagradNYU.

    Photos, tweets, and posts are aggregated and displayed on the Jumbotrons at Yankee Stadium.

  • Challenges

    Providing canned messages for community members to use to promote content sharing

    Utilizing the best tool and API for managing #CongratagradNYU stream

    Defining metrics and collecting data points across all social platforms

    Maintaining relationship with venue in order to ensure seamless campaign execution

  • Growth and Progression

    We approached the first year of #CongratagradNYU with the idea of surprise and delight, and delivered it as an in-the-moment activity.

    We adjusted our strategy to include key student leaders, schools, alumni, and the 200+ social media managers in the University community to create more buzz and opportunity for collaboration.

  • In its first year, #CongratagradNYU gained nearly 1 million Twitter impressions and over 1000 custom NYU badges were claimed on Foursquare.

    Since engaging our larger social media community, our campaign has grown to 2.3 million impressions per event.

    #CongratagradNYU has trended nationally on Twitter two years in a row (2014, 2015).

    #CongratagradNYU has become a New York University tradition, and one our community expects and looks forward to with each graduating class.

  • Shorty Awards Finalist

    #CongratagradNYU was a finalist in the Eighth Annual Shorty Award for Best in Education in 2015.

  • 2013 916,900 Twitter impressions Surprise & delight strategy Platform: Tagboard

    2014 1,932,807 Twitter impressions Trended nationally on Twitter Engaged NYUs Social Media Ambassadors Created webpage to house info year-round Platform: Tagboard

  • 2015 2,213,376 Twitter impressions Trended nationally on Twitter Engaged key speakers, student reps, alumni Platform: Tagboard

    2016 3,000,000 Twitter impressions Snapchat: 7,532 uses of custom filter, nearly 285,000 views Created VIP list to greenlight posts from

    schools and units Platform: Zoomph

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    2013 2014 2015 2016

    Twitter Impressions & Reach

    Twitter- Impressions Twitter- EstimatedReach

  • Snapchat

    7,532 uses of two custom filters

    285,000 views

    Available for two hours at Yankee Stadium