UTILIZING SOCIAL MEDIA TO GROW ENROLLMENT

Jennifer M. Trefelner, APR, CPRC

ABOUT TODAY’S PRESENTATION

1. Review the power of social media 2. Understand the data needed when developing a social

media strategy 3. Discover how to build a Comprehensive Social Media Plan   4. Learn how to establish a Social Media Ambassador Program 5. Review the “Best Practices” for social media sites 6. Discuss tangible “take-a-ways”

Utilizing Social Media to Grow Enrollment

ABOUT TODAY’S PRESENTER

-  Graduate of John Carroll High School -  Married to Joey for 16 years -  Two great kids, Olivia Grace and Edwin

-  Auburn Graduate -  Volunteer, travel, laugh, and try to leave the

world a better place

Jennifer M. Trefelner APR, CPRC

•  Director  of  Communica/ons,  Marke/ng,  and  Social  Media  for  the  Diocese  of  Palm  Beach    •  Member  of  Na/onal  Catholic  Educa/on  Associa/on  “Lead.  Learn.  Proclaim.”  Marke/ng  

Communica/ons  Advisory  Council  •  Accredita/on  in  Public  Rela/ons,  Cer/fied  Public  Rela/ons  Counselor  through  Florida  Public  Rela/ons  

Associa/on    •  Adjunct  Consultant  &  Online  Communica/ons  Consultant,  Catholic  School  Management  

•  Former  Director  of  Ins/tu/onal  Advancement,  John  Carroll  High  School  •  Former  Online  Communica/ons  Consultant,  Office  of  Catholic  Schools  at  the  Diocese  of  Palm  Beach  •  Former  Arts  &  Entertainment  Reporter,  TCPalm.com,  USA  Today  

 

GETTING TO KNOW YOU

1.  Who manages your school’s social media? 2.  Is your school an elementary or high school? 3.  Who manages someone, who manages the social media? 4.  Who is here to learn more about social media in general? 5.  What sites do you utilize:

1.  Facebook 2.  Instagram 3.  Twitter 4.  LinkedIn 5.  Snapchat

REVIEW THE POWER OF SOCIAL MEDIA

•  Worldwide, there are over 2.23 billion monthly active Facebook users for Q2 2018 which is an 11 percent increase year over year. (Source: Facebook 07/25/18)

•  There were 1.15 billion mobile daily active users for December 2016, an increase of 23 percent year-over-year.  (Source:  Facebook as of 2/01/17)

•  1.47 billion people on average log onto Facebook daily and are considered daily active users for June 2018, which represents an 11 percent increase year over year (Source: Facebook as 07/25/18). 

Research on Facebook

REVIEW THE POWER OF SOCIAL MEDIA

•  An Estimated 71% of US businesses use Instagram

•  This is almost double the number of businesses (48.8%) that used Instagram in 2016

•  At least 30% of Instagram users have purchased a product they first discovered on Instagram (Source: Sproutsocial.com)

Research on Instagram

REVIEW THE POWER OF SOCIAL MEDIA

•  They’re likely to be millennials, 36% of Americans aged 18 to 29 years old use Twitter

•  Many users are in college or have a college degree and are more likely to have above-average income (Source: Hootsuite)

•  86% of users get their news from Twitter (Source: TalkWalker)

•  78% of users are active on Twitter through their mobile devises

Research on Twitter

UNDERSTAND THE DATA NEEDED TO DEVELOP A SOCIAL MEDIA STRATEGY

•  Likes •  Reach •  Post engagements

Audit your Facebook account

UNDERSTAND THE DATA NEEDED TO DEVELOP A SOCIAL MEDIA STRATEGY

•  Impressions for the account •  Reach •  Profile views •  Website clicks

Audit your Instagram account

UNDERSTAND THE DATA NEEDED TO DEVELOP A SOCIAL MEDIA STRATEGY

•  Top tweet •  Tweet impressions •  Profile visits •  Mentions •  Followers •  View past tweets

Audit your Twitter account

BUILD A COMPREHENSIVE SOCIAL MEDIA PLAN

1.  Review your marketing pillars.

2.  Identify which social media tools you will use, the administrator, audience, and frequency of posting.

3.  Review your school calendar for reactive and related events/activities for posts.

4.  Identify proactive ways to showcase your marketing pillars through planned posts.

BUILD A COMPREHENSIVE SOCIAL MEDIA PLAN

•  Audience •  Administrator •  Frequency of posts

LEARN HOW TO ESTABLISH A SOCIAL MEDIA AMBASSADOR PROGRAM

A Social Media Ambassador Program empowers trusted liaisons to serve as your eyes, ears, and megaphones. This allows for your content to be shared quickly due to an increased virality as well as building a strong brand through authentic endorsement.

Program Goals: 1. Virality 2. Authentic Endorsement

LEARN HOW TO ESTABLISH A SOCIAL MEDIA AMBASSADOR PROGRAM

•  Find trusted liaisons by watching your social media traffic

•  Meet to introduce the program

•  Train them with your social media strategies

•  Check-in on a regular basis

•  Learn their suggestions

•  Watch what they post

•  Study your analytics

•  Grow more ambassadors

How to create a program

LEARN HOW TO ESTABLISH A SOCIAL MEDIA AMBASSADOR PROGRAM

•  share the content you post, including their own words

•  invite “friends” to Facebook events

•  tag “friends” in posts

•  “review” your page

•  “check in” when they are on campus

Best ways to utilize Social Media Ambassadors… ask them to …

LEARN HOW TO ESTABLISH A SOCIAL MEDIA AMBASSADOR PROGRAM

•  Develop a name for your Social Media Ambassadors

•  Create an image to represent your Ambassadors

•  Expand their duties to include in-person Parent Ambassador opportunities

•  Email text and photos for them to post organically

•  Provide service hours

•  Host campaigns to grow followers

Ideas…

LEARN HOW TO ESTABLISH A SOCIAL MEDIA AMBASSADOR PROGRAM

•  Engage students who are active on social media

•  Create a formal program

•  Have officers and accountability

•  Learn what they feel is valuable information to be shared

•  Have them tag the school/diocese in photos

•  Encourage them to email you photos

•  Follow them on social media

Student Social Media Ambassadors

REVIEW THE “BEST PRACTICES” FOR SOCIAL MEDIA SITES

1. Complete your profile (Our Story, About, Services)

2. Be strategic about the timing of posts

3. Use visuals (pictures and videos) with posts

4. Create posts that showcase all marketing pillars

5. Tag other entities in posts

6. Ensure there are positive reviews on your page

7. Cross promote your other social media sites.

8. Use hashtags

9. Review what is trending

10. Track your analytics

REVIEW THE “BEST PRACTICES” FOR SOCIAL MEDIA SITES

1.  Schedule a post? 2.  Create an event? 3.  Tag entities in posts? 4.  Create an easy graphic? 5.  Complete my school’s profile? 6.  Tag photos on our school’s FB page? 7.  Cross promote my school’s other social media sites? 8.  Know when people are active on my school’s social media?

On Facebook, how do I…

REVIEW THE “BEST PRACTICES” FOR SOCIAL MEDIA SITES

•  Re-gram

•  Use hashtags

•  Tag people on photos and in text

•  Query data

•  Use filters

•  Post multiple photos

•  Make collages

•  Utilize Boomerang

•  Understand how to handle multiple accounts

On Instagram, how do I…

REVIEW THE “BEST PRACTICES” FOR SOCIAL MEDIA SITES

•  Use hashtags to find information

•  Explore •  Messages •  Handle multiple accounts •  Find what is trending

On Twitter, how do I…

DISCUSS TANGIBLE “TAKE-A-WAYS”

Apps/Websites that help

-  Canva -  Flipagram -  Repost It -  Tweetdeck -  Hootsuite -  Catholic-Link -  Unsplash.com

DISCUSS TANGIBLE “TAKE-A-WAYS”

Clearly explain contact information

DISCUSS TANGIBLE “TAKE-A-WAYS”

Have contests to grow followers!

DISCUSS TANGIBLE “TAKE-A-WAYS”

Take advantage of the benefits in your school!

DISCUSS TANGIBLE “TAKE-A-WAYS”

Prepare Social Media Guidelines

Thank you for this opportunity!

Questions and Answers…

Jennifer M. Trefelner, APR, CPRC