I. Surveying the Social Media Scene

NWAIS Institutional Advancement Conference SeattleJune 17, 2014

seattlecenter.org

Stephen Johnson burma3x3@gmail.com @burma999

Jess Creach jesscreach@gmail.com @jesscreach

Who We Are

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:

ESM: info@edsocialmedia.com

Stephen Johnson: burma3x3@gmail.com

www.edsocialmedia.com