Lee CollegeSocial Media & Content Marketing

Social Media Marketing Vs Content Marketing Social Media Marketing – Brands model their content after the people and the platform they are using. Example – Twitter 144 Characters.

Inbound Marketing (Content Marketing) -Brands can publish blog posts, videos, infographics, and e-books, just to name a few formats. With this type of marketing, brands model their behavior after that of media publishers.

Need a mixture of Inbound Marketing & Content Marketing. Forget mindless posting, it is all about Engagement! In other words, Social Media is the broadcast platform and Content Marketing is the broadcast channel for telling a compelling story!

Social Media is not about short term conversions, it is all about building brand equity !

Lee College would pursue a strategy of geo-targeted active engagement across mission critical social media platforms leveraging user generated content, Lee College Community created content and Lee College’s creative content that targets clear Marketing Targets & audience Personas established by Lee College’s Office of Marketing and Public Affairs.

Content Marketing is Mission Critical

Content Marketing Theory

Audience Personas Who you are trying to reach? Based on your ideal-customer demographics, behavior patterns, motivations

& goals – take this from Lee College Admissions proprietary information. Use interviews rather then raw data – why they did what they did?

Turn Lee College’s existing Community into Brand Ambassadors.

Possible Personas Current Students Alumni Prospective Students Parents of existing Students Faculty & Larger School Community

Coca-Cola 2020 Content Marketing Blue PrintApply Coca-Cola’s basic Content Marketing Blue Print to Lee College’s Office of Marketing and Public Affairs Mission and Vision.

Takeaways Develop web content for all major social media platforms that drive people to website with predetermined call to action.

Implement a training programs of workshops to encourage the promotion of digital literacy among the Lee College Community. Digital Literacy means enabling students and faculty to engage responsibly on social media as their own personal brand and to encourage them to indirectly and directly become brand ambassadors for Lee College through social media.

Develop video content using YouTube as your digital broadcast currency that leverages the existing resources of Lee College Students and Faculty to create content targeting Lee College’s marketing department’s targeted personas

Once network hub established with following, Create and distribute longer form video and audio content via podcasting and possible virtual trainings created by the Lee College Community to enhance long term marketing strategies.

Eventually, develop longer form programming that can be distributed via traditional broadcast networks – local cable, Houston Public Media and Sirious XM radio.

What I bring to the table Over 10 years experience in emerging and traditional broadcast media at Fortune 500 Companies.

Over 5 years experience in Professional Education developing curriculum for training college students in broadcast and emerging media.

Completed and Ongoing Certification training in mission critical platforms for Social Media and Inbound Marketing

HootSuite Certification (Also HootSuite North America Ambassador) HubSpot Academy Certification (Also unofficial brand ambassador) Google Analytics and Adwords Certification Bing Ads Certification Exclusive LinkedIn Publisher YouTube Partner Feedly Partner (Brand Ambassador) Note all of the above trainings are on going rather then terminal because I am developing

curriculum for Art Institute of Houston’s Digital Filmmaking program and its Media Arts division to replace the schools standard Scripting I class.

Possible Tools

Buffer

HootSuite for Social media management (integrates with HubSpot)

HubSpot for Inbound Marketing

Salesforce Social Studio