A presentation on how to build a social media campaign delivered in 2010 to the Ohio Chapter of the National School Public Relations Association. Presenters included Billy Fischer and John Fimiani from Oxiem Marketing Technology, Shane Haggerty from Ohio Hi-Point Career Center and Lee Cole from Pickerington Local School District.

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2. Building The Brand “If you don't know where you are going, any road will get you there.” Lewis Carroll

3. Brand-Centered Principles Derived from the broader school and marketing goal Consistent with brand and communication strategy Draws from and contributes from your brand essence Executed, conveyed and adapted across a range of electronic and traditional media Reaches and appeals to your specific target audiences, with direct benefits to them – on a rational or emotional benefit

4. The Highest Level Of Brand “My School” is a strong branding basis Delivers both emotional and functional benefits You support it for its merits, value, even if you don’t go there and after you leave There is an enduring connection Value is created for a lifetime – personal values, self-worth, abilities, relationships and earnings A social media campaign isn’t just what you do, but how you do it that leverages and builds school brand equity

5. ConsumerAdvertising RelationshipMarketing EducationMaterials GBI InternalCommunications TradeCommunications Events +Promotions PublicRelations Media-Neutral: Governing Brand Idea® Mean Something More

6. Connection Points Are Changing

7. ConsumerAdvertising RelationshipMarketing EducationMaterials GBI InternalCommunications TradeCommunications Events +Promotions PublicRelations Media-Neutral: Governing Brand Idea® Changing Traditions

8. Social Media Offers A Strong, Engaging And Personal Way To Convey Your School Brand To Audiences Throughout Your Community

9. Importance Of School Brand Winning Students Parents Educators Community Residents Supports Levy Voters

10. Social NetworkingThe New Frontier

11. Social Media Defined Internet-Based Tools For Sharing & Discussing Information Among Human Beings.

12. Social Media Landscape

13. Why Social Media No Matter the Tool It’s about Conversation!

14. Social Media vs. Traditional PR

15. Old Marketing Funnel Source: Forrester Research

16. New Marketing Funnel

17. Social Technographics Ladder Source: Forrester Research

18. Social Technographics Ladder

19. Twitter Snapshot The worlds fastest growing social network that allows you to send short messages, called “tweets”, to your friends or “followers.” You can follow others and receive their tweets in real time. Advantages Very mobile and fast Ability to easily expand your network by connecting with both locals and influential's Can be easily integrated on your website as a great information source Tips Be a resource - success on Twitter is achieved through valuable and interesting content Listen – before saying anything, follow others in your community to gauge what the conversation is like Avoid the temptation to only broadcast. This isn’t a traditional marketing tactic!

20. Facebook Snapshot With over 400 million users, Facebook is the worlds largest social network. It’s the ultimate connecter allowing users to connect online through updates, blogs, photos, games and much more. Advantages Access to a huge and diverse audience – Facebook’s largest user base is 35-54 Ability to share multiple types of content including photos, video and text Users spend more time on Facebook than any other website on the web – so why not be there? Tips Create a Facebook PAGE, not a group or profile Content is King – interesting and valuable content is very important Integrate photos and video whenever possible Cross promote – make sure you link to your page on your website and in collateral materials

21. YouTube Snapshot With over 1 billion views per day, YouTube is by far the largest video sharing site on the web. In addition, it’s the second most popular search engine ahead of both Yahoo and Bing. Advantages If you’re trying to engage a younger audience, this is the place Interesting video can increase engagement of almost any tactic YouTube videos can be used on Facebook, a blog, Twitter, TV, etc. Tips Don’t create a goal of “let’s go viral.” It almost never works that way Utilize YouTube video to add value to your existing marketing efforts (website, blog, etc.) Use talented student develop creative video

22. Involving Students – A great example Shorewood Shorecrest

23. Involving Students – A great example

24. Flickr Snapshot Flickr is the 2nd largest photo sharing site behind Facebook. It can serve as a hub for high quality photos, event photos or a photo journalism project. Advantages Flickr takes a regular photo and makes it social Photos can be streamed live on your website, which give a fresh feel to your site Less risk than other social media sites Tips Don’t expect much from Flickr – instead use it to add value to your other tactics Get creative and involve students and classroom activities Connect your media relations efforts to your Flickr profile

25. Blogging Snapshot Over the last ten years blogging has gone from “what the heck is a blog” to “do you have a blog.” A blog is a great way to provide insight, deliver news or feature an activity Advantages When Twitter or Facebook is too limiting, a blog give you the chance to expand on a topic A good blog encourages conversation and if successful, can really improve overall engagement Blogs are very “share friendly” and can be subscribed to in many different ways Tips Thing long-term – It typically takes a long time to achieve blog success Try to add personality to your writing While longer than a tweet or Facebook update, brevity is still a good idea

26. What’s Next – Things to Keep an Eye On Location Based Technology Social Media Integration Social Media Policy & Monitoring Mobile Integration

27. Building a Social Media Campaign Insocial media, success goes to theorganizationthat best choreographs the tools- Dave Will

28. Building a Social Media Campaign

29. Building a Social Media Campaign The Planning stage: Surveys of Students showed: Only 20% of parents read direct mail pieces, 14.3% of students did 97% of parents & students visit district website always or sometimes 70% of students preferred visiting Facebook or MySpace while online 23% regularly used photo sharing sites & watched online videos 58% read blogs regularly

30. Hi-Point Journeys Hi-Point Target Middle school & high-school Goal Change perceptions Stay connected during decision-making period Share the experience through personal networks Convey that individual pathways are fulfilled Approach Experiential learning on your own terms Personal, fun and challenging Something you want to share with others Executed with creativity, through the eyes of the learner and a touch of the unexpected

31. Building a Social Media Campaign The Planning stage: Selecting the students Developing guidelines Signing contracts with clear consequences Monitoring & management Training the students

32. Building a Social Media Campaign The Planning stage: DESIGN & DEVELOPMENT Design & Branding Why the social media tools? Why a micro-site?

34. This technique “reaches out” to the social media spaces, then brings that active content to your site to keep it current and fresh Integrated Social Media

35. Building a Social Media Campaign The blog

36. Building a Social Media Campaign The YouTube channel

37. Building a Social Media Campaign The Flickr page

38. Building a Social Media Campaign The Facebook page

39. Building a Social Media Campaign Promoting the campaign: Traditional methods

40. Building a Social Media Campaign Promoting the campaign: Traditional methods Direct Mail Pieces District Twitter Account District Facebook District Website

41. The Conventional Medium

42. Integrated Social Media

43. Building a Social Media Campaign Issues Faced/Challenges: Time Keeping students on-task, focused Awareness Patience Getting feedback, response, engagement consistently

44. Building a Social Media Campaign Outcomes/measurement: 1400 unique visits 11,100 page views avg. 2:20 seconds spent on site Loyalty: 58% returning visitors Relevance: 42% new visitors 245 facebook fans

45. Building a Social Media Campaign Outcomes/measurement: Enrollment trending up for next school year (100+ more students at this point over same point last year) Recruitment/community outreach has been “branded” Students have become part of PR team

46. Building a Social Media Campaign

47. Building a Social Media Campaign

48. Building a Social Media Campaign

49. Building a Social Media Campaign

50. Building a Social Media Campaign

51. Building a Social Media Campaign

52. Building a Social Media Campaign NEXT STEPS?