Social MediaSocial MediaIN MARKETING EDUCATIONIN MARKETING EDUCATION

Teacher / Counselor ExchangeTeacher / Counselor Exchange

Jenny Alfano & Christine TrentJenny Alfano & Christine TrentLakeland High SchoolLakeland High School

Identified Cluster:Identified Cluster:BMMT – Marketing, Sales, & ServiceBMMT – Marketing, Sales, & Service

Plan of Action: How are business using social media?

Initial Focus:

Write a lesson targeted to 11th and 12th grade students

Find out if businesses are currently using social media

What types of social media are they using (i.e. Twitter, Facebook, Groupon)

Find out if the business is trying to connect with a particular demographic

What is the business hoping to accomplish by using these tools

Who or what prompted them to use social media

What kind of information gets posted with these social media tools

Visitation Schedule Visitation Schedule CampusDistrict

Workforce

Lindsay RubinMarketing Education

Lakeland High School

Amy RosenWhite Lake Library

Bill DunganOakland Schools Tech Campus

SouthwestBMMT Instructor

Julia KestenBrighton Ford / Xpond

Christina PapazianSweet & Savory Bakery

White Lake Township Library

Facebook

Managed by 1 employee

Updated 3-4 times a week

Used as a marketing tool

Let patrons know what resources are available by creating connections

Informational postings

Twitter

Managed by 1 employee

Updated 1-2 times a week

Used for quick reminders to patrons

Created about 18 months ago

White Lake Township Library

Library Event: Author hosting a book

signingFacebook

The facebook page will contain information about the event, web links to information about the author, a detailed biography about the author, his/her picture, and instructions on how to register for the event.

TwitterThe twitter account will get used on the final registration day. A tweet will go out as a reminder to patrons saying, “Don’t forget today is the last day to register for the book signing event!”

White Lake Library – How did it all begin?

ComputerClub

New opportunityto connection with patrons

Found pages for other libraries

No cost $$ Large audience

Brighton Ford - XpondBrighton Ford - Xpond

Outsourcing Xpond contracts with Brighton Ford to handle all their social media resources,

including: facebook, twitter, Utube, & Iphone apps,

OriginsOwner of dealership is always looking for new opportunities. Sought out Xpond as a

way to communicate at a higher level with social media and track the benefits. Posting to twitter and facebook are updated 2-3 times a day.

GoalsPosition themselves in the minds of their customers as a member of the community.

Have an outlet for advertising their community involvementShape their image as fun and honest

If customers connect with them through social media, they will think of them when it is time to buy a car

Brighton Ford / Xpond: Social MediaBrighton Ford / Xpond: Social Media

TwitterNotfications about dealsLinks to their web pageCheck us out reminders

FacebookPost Brighton Ford community activities

Funny picturesCommunity information unrelated to dealership

Information about contestsThank you notes

Lots of trial and errorDon’t get too technical

Don’t sound like an advertisement

TARGET DEMOGRAPHICTARGET DEMOGRAPHICEVERYONEEVERYONE

Moms and DadsBaby picture contest on their facebook page

Students and Parents of StudentsPictures on facebook page of a donated scoreboard to the high school

Adult Males & FemalesFacebook registration, information, pictures, and highlights for a golf tournament

StudentsTwitter and facebook postings for a wall painting contest

Technology UsersIphone application, My Garage, that sends out reminders for service, recall notifications, can personalize the image on your phone

Sweet & Savory BakerySweet & Savory Bakery

Overwhelmed by taking on more than facebook

I use it as a tool to get honest feedback from

customers

I have already made changes to the bakery

based on comments posted on the facebook page

Great marketing

tool for lunch

specials

How did it all start?How did it all start? Sweet & Savory BakerySweet & Savory Bakery

Husband planted the idea in her head

Noticied the bakerywas on someone

else’s facebook page

Customers inquiredabout it

Sweet & Savory BakerySweet & Savory BakeryWhat gets posted to your page?What gets posted to your page?

Lunch Specials

Special Events

Pictures and descriptions of daily menu items

Would like to begin posting recipes, ingredients used, her baking techniques, and ideas for

pairing food and drink

Students will need a computer lab to research & brainstorm different types of social mediaResearch of different types of demographics will need to be done by student(s)Analyze the success a particular social media

Lesson Plan #1Lesson Plan #1

Students will navigate on the Internet to identify the different types Students will navigate on the Internet to identify the different types

of social media that are being utilized by various businesses (i.e. of social media that are being utilized by various businesses (i.e.

facebook, twitter, groupon, iphone applications, blogs, podcasts)facebook, twitter, groupon, iphone applications, blogs, podcasts)

Students will critique and evaluate individual web sites that use Students will critique and evaluate individual web sites that use

social media and determine what demographics are being targeted social media and determine what demographics are being targeted

are which are not being impacted. are which are not being impacted.

Students will make recommendations on how the business could Students will make recommendations on how the business could

modify their social media advertisement to make a connection with modify their social media advertisement to make a connection with

all demographics all demographics

Activity #1Activity #1

Students will need to record the information from Lesson #1 in a journal.They will use their previous research to set up a version of their own social media website or feed.This should reflect a business type that students are interested in (i.e. future accountants can pretend they work at a dealership)

Lesson Plan #2Lesson Plan #2

Identify a business field that interests youIdentify a business field that interests you

Determine who makes up your target demographic and Determine who makes up your target demographic and

why why

Determine what types of social media best connect with Determine what types of social media best connect with

the identified target audiencethe identified target audience

Create a web page that links to a variety of social media Create a web page that links to a variety of social media

resources that are designed to connect with this resources that are designed to connect with this

demographicdemographic

Activity #2Activity #2

Peer review & edit of business plan for social media website or feedStudents will analyze at least two classmates websites and/or feeds to determine if the social media plan will increase business traffic or revenue/customer streams.

Lesson Plan #3Lesson Plan #3

Pair up with a classmate to trade journals and web pages. Pair up with a classmate to trade journals and web pages.

Make recommendations for how they can improve their Make recommendations for how they can improve their marketing plan. marketing plan.

Pair back up with this classmate and discuss your findings. Pair back up with this classmate and discuss your findings.

Plan to spend the next class period making modifications to Plan to spend the next class period making modifications to your advertising plan based on your classmate’s your advertising plan based on your classmate’s recommendations.recommendations.

Activity #3Activity #3