Brand Building through Instagram Social Experience Andy Wise, BCIT Teacher, Hempfield High School and Harrisburg Area Community College
Buzz Words • Entrepreneurship • Branding • Data Analysis • Community Connections • Teamwork • Communication • Collaboration • Student Choice • Real-World Connections • Digital • Critical Thinking • Student Voice • Technology • Creativity • Inquiry-based Learning • Conflict Resolution • Cross Curricular • Citizenship
Purpose & Objectives • Share Hempfield HS & BU Experience with Instagram in the BCIT Setting – Explain the Origin – Explain the Process • Explore Other Ideas • Brainstorm
The Origin 3+ years of Development • Fall 2016--High School Internship Request • Spring 2017 – High School Students Internship Client 1-Jays Crabshack • Started with All Social Media — Became good at Instagram – Teacher Learning • Summer 2017 — College Internship • Spring 2018 – High School Internship • Poor Job, Not a risk taker — needed step by step direction – Spring 2017 Intern works with a new client-Courtgrabbers • Summer 2018 – Digital Media “Simulation” Discussion – Responded with Project we are using today 3 rd Client Approaches us about handling their social media – • Fall 2018 – Started Project • Spring 2019 – BU Intro to Business Honors Pilot – Interns Working with 5 Companies • 4 Positive and 1 Negative-Reality • Summer 2019 — Dedicated students took the reins scaling back frequency • Fall 2019 – Continue to Build "Brands"-Public thinks are an operating social media business – Inquiry and Discussion of possible new Internship Opportunities • Spring 2020 – Second round for BU Intro to Business Honors – Profiles were managed via students during remote education during COVID-19 • Unique hurdle — but executed well • Project is dynamic and able to be executed in any setting!
Internship Accounts Jays Crabshack Court Grabbers @jayscrabshcakocnj @courtgrabbers **Each of these started with under 300 Followers and limited Engagement
Testimonial I wanted to take a moment to thank you for all of your work that you put in for your internship in the spring. I cannot thank you enough for all of your work. Although I did not have an opportunity to meet with you personally it was awesome to catch up with you on the phone from time to time. I wanted to reach out and let you know how much I appreciate what you did for Jay’s Crabshack. Your content was incredibly engaging and you were attentive to every aspect of social media with regard to the business. I hope that your experience was applicable to your studies and you were able to learn from the experience. I know that Mr. Wise and I were able to learn a great deal from each of you and the initiatives that you took on. Mr. Wise always told me how impressed he was with everything that he saw and he was always intentional in checking in on your behalf to see if anyone mentioned the social media or if I needed anything else to be included. You took a huge burden off of the restaurant staff and myself personally by handling absolutely every angle of social media communications off site. Your efforts helped the restaurant increase sales across the board this summer by over 10%. I personally feel that your work gave customers the “nudge” they needed to come in and enjoy a meal at the restaurant. Everything you took on had a purpose, was well executed, and helped in the overall marketing efforts. (and thanks for always sharing your metrics). James “Jay” Graham Owner Jay’s Crabshack
Inspiration
Our Pages @lancasterdaily @bestoflanc
BU Intro to Business Collaboration @bloominbloomsburg Students selected the name 2-3 students responsible for 2 different weeks throughout the semester During the summer "Meet the people behind the page" Shocked by our number of followers
Big Idea • Create a Social Media Hub for your geographic area • Use what students already know (Instagram) to build a profile and someday generate money
How Can You Get There? • Step by Step Outline in this Presentation • Don’t be scared if you don’t know Instagram – Let the kids talk, explain and explore — This is their space – Listen to the students and gain knowledge • Your Business Knowledge and their Instagram knowledge can make your project take off!
Week 1-Introduction to Students Social Media presence - be a hub Use what you know (Instagram), to find a way to make some money @IloveOCNJ is expert on Ocean City, NJ travel and opportunities We are becoming the experts of Lancaster County ⁃ pull up @ILoveOCNJ, @bestoflanc, @lancasterdaily, @bloominbloomsburg on screen ⁃ Show posts, followers, following ⁃ Hashtag to communicate with us, tag us and then we’re able to use pics Starts slowly Suggested Categories -colleges, markets, farms, athletics, high schools Talks about the process - 1 post each day, within topic helps 1 blog post per week (2 paragraphs) 1 story with minimum of 3 segments We are building a brand!
Creating Your Account • Brainstorm – Vision – Name • Verify Gmail and Instagram Availability • Create a Gmail Account • Create an Instagram – Best used on a phone or tablet • Can be seen on a web browser but not as functional • Design a Logo • Header/Bio • Blog
Week 2-Gearing Up • Choose and upload a logo • Write Header/Bio • Choose blog platform – We used Blogger because it ties in with Gmail • Under Apps in the Gmail Suite • Assign Pairs of Students • Brainstorm or Develop 15 categories of content (for a class of 30)--Fall of 2019 we went away from this • 2020 Class was not restricted to categories – Only a max of two food posts per week (didn’t want to be a food blog) • Assign weeks – See provided Metrics/Logistics sheet later in the presentation • Claim Categories or topics for the weeks of content • Pairs find 7 days of content and gather content • Teacher Note — Much of the content they gather will be from other Profiles
Week 3-Go Live! • Make First Post! • Have students follow Your Account – @BestofLanc, @Lancasterdaily, @bloomingbloomsburg , @…. • Begin our blog, sharpen the image - look at OCNJ blog or our class blogs for ideas • Discussion - who should we follow? • Brainstorm content for future weeks • Compose blog for this week
Week 4 and Beyond • Discuss metrics • Assign/discuss next topic • Constructive discussion • what was good/what could be better – challenge of being 1st group in your school to take this on.
Change Profile to “Business” Instead of “Personal” and choose type of Profile you want to be.
Metrics • Spreadsheet – Keeps true metrics of growth/decrease each week
Follow Tips • Instagram rules – June 2019 Changed – You can follow up to 7500 users total – You can follow approximately 200 per day – Our Students are trying to figure out a way to follow other accounts more efficiently – Keep a log of who you follow so you know who to unfollow and check back in with if Private users are followed • Follow Only Public Accounts-Not Private Accounts – "Requested" Click Again and Don't Follow – "Following" OK • This is beneficial when unfollowing users. • How many should we “follow” before we “unfollow” to avoid having 100 followers while we are following 7,500?
Unfollow Assist-Several Application • The one we have been using (Captivate) is no longer working as of June 2020 – Students or Teacher Can Investigate New Apps
Other Ideas and Class Discussion • Discuss 2 things we are doing well, 2 things we can improve • “Hide” Content that is not performing well – Keep higher performing content on screen for new adopters to see • “Like” others content – every student chooses 5 of the followers - go out and “Like” their last 20 posts. 30 x 5 = 150 users that we interact with... 150 x 20 = 3000 interactions! (Hope to get some love in return)
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