surveying the education social media scene, nwais seattle, 6/17/2014
DESCRIPTION
Learn why social media in education communication is so essential, explore integrated marketing, survey the major social platforms, and which schools are doing it well.TRANSCRIPT
I. Surveying the Social Media Scene
NWAIS Institutional Advancement Conference SeattleJune 17, 2014
seattlecenter.org
Who We Are
Social Media Boot Camps
Google Analytics Boot Camps
Social Media Audits
Facebook Boot Camps
Video Boot Camps
Individual Consulting
edSocialMedia on Social Media
Today’s Agenda
10:00-11:00 I. Surveying the Social Media Scene
11:00-12:00 II. Developing a SM Strategy
12:00-2:00 Lunch/General Session
2:00-3:40 III. Hands-on Boot Camp
3:40-4:00 Wrap-up / Q & A
A History of Education Communication
modified from Ben Tomlin
Letters Events Print
Web Site Video Social Media
A History of Education Communication
A History of Education Communication
Integrated Marketing
What is Outbound Marketing?
direct mail/brochures/print publications
flyers telemarketing
cold-calling radio/TV advertisements
spam
one-‐way
What is Inbound Marketing?
social media marketing sharable content
comments/conversation customer experience sites
Google searches/SEO/keywords ”friend-of-mine” awareness
3 Tips: Inbound Marketing for Schools
1. Don’t sell your school. Tell the stories.
2. Create great, sharable content. Offer an authentic look at your school.
3. Know Your Communities. prospective parents/students alumni major donors current students, faculty, parents the media/professional connections
5 Tips for Advancement Professionals
1. Decide who you are before friending everyone.
2. Listen and interact rather than be a podium. Drive connections and build and maintain relationships.
3. Show the impact of gifts and donations.
4. Let your community help you. Encourage them to raise money, spread the word, and promote your campaigns.
5. Don’t forget your call to action. “Share this,” “spread the word,” “click here to learn more.” Also, hold contests.
The Major Social Platforms
Facebook is an online social networking site.
1 billion+ users
engaging, sharable posts
photos (can upload from Instagram)
fresh updates and news
calls to action
links to your website
The Webb Schools
Twitter is an online social networking and microblogging service that enables users to send and read “tweets," which are text messages limited to 140 characters.
236+ million users
the basics broadcasting news and updates from your school
beyond the basics building professional relationships: media, orgs. making connections outside of your community: arts, etc. ask for and offer help
Windward School
Windward School
Windward School
Bay Ridge Prep
Instagram is an online photo-sharing, video-sharing and social networking service that enables its users to take
them on a variety of social networking services.
156+ million users
sharing photos/15-second videos featuring school life
can easily upload photos to Facebook
your account/school can be followed
can start campaigns
What if an Instagram challenge could boost your engagement levels on Facebook,
Instagram, and YouTube by 550%?
http://www.rowlandhall.org/rhismyVideo: http://youtu.be/SDKoKA_H1Vg
You will be so proud of us! Ever since our workshop with you earlier this year, we have made great strides with our social media. Many of the departments at school have come together to contribute to our many social media channels and we have seen a huge difference in engagement. Recently, we wanted to bump the social media interaction up a notch so we decided to launch an Instagram Challenge with our Upper School students.
The challenge is to use the hashtag #rhismy with a photo that symbolizes what Rowland Hall means to each student. The hashtag #rhismy is short for Rowland
the blank when they post their photo.
Rowland Hall School Utah
#RHiSMy Kick-off Video
http://youtu.be/SDKoKA_H1Vg
Create a Social Media Ecosystem
Rowland Hills example:
An Instagram photo campaign (with good content!) is
announced on Twitter and Facebook (with links back to the
Challenge page) and is launched with a video posted on
YouTube and sent to the community via email.
where ONE GREAT STORY can be shared across multiple platforms.
Video
longer more professional video
shorter video easily shot on smart phones
slice of life
gives us a feel for your school
What if a video could earn you millions of views?
And positive coverage across dozens of major media outlets?
Durham Academy, Weather Announcement, 2/2014
http://youtu.be/HhtqjdUi0nw
4,987,127 views
Blogging
hub of content: writing, photos, video, links
different voices, personalities, casual
establish your authority online
improves SEO (tags, keywords, blog rolls, etc.)
Gould Academy
Peter SalibaHead of School Tilton School @TiltonHOS
www.experiencetiltonschool.org
www.experiencetiltonschool.org
Exercise
What’s that one great story from the past school year that could have benefitted from the social media ecosystem?
Story:
Facebook: Twitter: Instagram: Video/YouTube: Blog/Other:
