3. I credit David Meerman Scott’s, “New Rules of PR & Marketing” with shifting the way I think about communicating online.
The way we reach our constituents is changing from outbound communications to an inbound tract. With that comes a new level of honesty about our brands and our message.
All of our online footprints are being created by the people around us - our job is to believe in our products and encourage the conversation.
4. Outbound marketing
“Outbound marketing is the traditional
form of marketing where a company
initiates the conversation and sends its
message out to an audience. ”
Photo Credit: Thomas Hawk
5. “Outbound marketing is the traditional form of
marketing where a company initiates the conversation
and sends its message out to an audience. ”
Credit: Wordstream
http://www.wordstream.com/outbound-marketing
So what does he mean by outbound marketing?
6.
7.
8.
9.
10.
11.
12. “Inbound marketing is a marketing strategy that focuses on
getting found by customers. This sense is related to relationship
marketing and Seth Godin's idea of permission marketing. David
Meerman Scott recommends[3] that marketers "earn their way
in" (via publishing helpful information on a blog etc.)...”
Credit: Wikipedia
http://en.wikipedia.org/wiki/Inbound_marketing
13. “...create content that people actually want to see.”
For me it boils down to this- schools have to re-think the way they craft content. They are now the media organization. They are the journalists and the reporters.
14. “So how does this relate
to social media?”
Hold onto this question. We’ll get to it soon, but lets step back for a second.
15. What is social media?
The term Social Media refers to the use of web-based and
mobile technologies to turn communication into an
interactive dialogue. Andreas Kaplan and Michael Haenlein define
social media as "a group of Internet-based applications that build on
the ideological and technological foundations of Web 2.0, and that
allow the creation and exchange of user-generated content."
http://en.wikipedia.org/wiki/Social_media
So let’s take a step back and define social media.
16. A real conversation...
These tools allow for a real conversation between publisher & fans/friends–-marketers "earn their way in" (via publishing helpful information on a blog etc.)...” and fans/friends
drive the stories that should be shared.
19. 950
760
570
380
190
0
April 2009 May 2010 July 2010 January 2011 July 2011 Today
*million! Source: Facebook http://www.facebook.com/press/info.php?timeline
20. 500
400
300
200
100
0
April 2009 April 2010 September 2011 April 2012
Source: eMarketer: http://www.emarketer.com/Article.aspx?R=1007271
Business Insider: http://www.businessinsider.com/twitter-stats-2010-4#twitter-now-has-106-million-users-1
21. 300
240
180
120
60
0
January 2011 June 2011 September 2011 June 2012
Tweets per day (in millions).
Twitter has been on a roll in recent months. The company surpassed 200 million tweets per day in June 2011 but has since jumped to nearly 250 million daily tweets. The growth has been tremendous: Twitter had
around 100 million tweets per day in January 2011. Source: http://mashable.com/2011/10/17/twitter-costolo-stats/
22. 55% more website visitors for
companies that blog
2500
2000
1500
1000
500
0
Don’t Blog Blog
From CC Chapman & Ann Handley’s Book Content Rules: 1,531 HubSpot customers (mostly small- and medium-sized businesses). 795 of the businesses in my
sample blogged, 736 didn't. The data was crystal clear: Companies that blog have far better marketing results. Specifically, the average company that blogs has:
55% more visitors Why are website visitors important? Because more visitors means more people to convert to leads and sales.
Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx#ixzz1fFTYsNzV
23. Organizations that blog 16 to 20
times per month get
more than 2x more
traffic than those that
blog fewer than 4x per month
Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.
25. Racing to
Tweeting to
2000followers!
1000 fans!
Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can
you stand out about the crowd?
26. t wi t h
nec
C on u s !
All good steps in an effort to boost our networks and connect with a broad range of people who matter to our schools. How many of us feature “follow us; become a fan,
connect; etc” twitter & facebook buttons on our sites or in our email signatures?
27. Connect with our school!
We’ve created our channels and have begun to promote them - perhaps via email; on our sites. If you haven’t, consider doing this ASAP. How will people know it’s out there
unless your start to share it.
28. What do you do
when you get there?
Big question is how do you engage your network as it grows? How often do you publish and what message do yup convey?
29. Does it make sense to build the numbers before you figure out what to say? It’s easy to fall prey to building the networks before offering information that has substance and
value.
30. But, really, the dirty little secret with social media success and keeping people plugged in and engaged is content. And that’s what today is all about... HOW to craft the content.
31. Create, curate & share
compelling content.
You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consumes” your narrative stream or long story. The object is to
begin bringing families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the ways
students are growing and learning- real and substantive. Engage your fans by sharing the school experience.
32. Photo credit: shanebee
http://www.flickr.com/photos/shanesworld/21584252/
How do we do this? I advocate that schools commit to a content library. One that isn’t as concerned about polish, but a library that catalogs a form of content that offers a birds
eye view of what it’s like to “experience” your community.
33. Show rather
than tell.
I like to live by these simple words whenever we create content - show rather than tell.
34. Show rather than tell.
Photo credit: Northfield Mount Hermon School
http://www.flickr.com/photos/nmhphotos/4008777735/in/set-72157622454626351/
If you’re talking about your great art program. Show students drawing by the creek. Highlight their work on a regular basis.
35. Show rather than tell.
Photo credit: Vermont Academy
http://www.flickr.com/photos/31278469@N04/3919640397
If you’re excited about your school’s fall mountain day. Show students climbing to top. Interview them about the challenges of the climb and how the event impacts the school
community. Let them connect the dots and their share it with your online communities.
36. Show rather than tell.
We all talk about school spirit. Let your students capture it via short videos.
37. Photo credit: shanebee
http://www.flickr.com/photos/shanesworld/21584252/
It all comes back to building a library. Check out the content when you need it. Add to it throughout the year; keep it current. Use it to show what’s happening on your campus.
38. Photo credit: shanebee
http://www.flickr.com/photos/shanesworld/21584252/
Photo credit: tray
http://www.flickr.com/photos/tapps/3989627494
You don’t have to be a tech guru to produce content. I suspect that most everyone sitting in the room use social media in some form or fashion to journal daily life and stay
connected with family, friends & organizations.
39. Photo credit: shanebee
http://www.flickr.com/photos/shanesworld/21584252/
It could come in the form of twitter...
41. Photo credit: shanebee
http://www.flickr.com/photos/shanesworld/21584252/
or the most obvious of all... facebook...
42.
43. So that brings us to why we’re all here today... Finding the tools to create successful social media content. It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of
forms. Here’s the second dirty little secret... for it to work & succeed it needs to fit. Fit your talents, culture, workflow... which is why a blog offers an excellent content opportunity for schools. It can take many
shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it could be a place for students to explore daily life. There’s no 1 right way of doing it.
44. Organizations that blog 16 to 20
times per month get
more than 2x more
traffic than those that
blog fewer than 4x per month
Source: HubSpot Whitepaper “An Intro to Business Blogging”
46. Started in 2007: Your daily dose of daily life at Gould through the eyes of students and teachers
Daily life at our small, New England Boarding school in Bethel, Maine
48. Glog Notes
Authentic student voice
Trust: post without review
content posted 7 days a week
Compensation: digital cameras
70,000 views in 4 years
1,700 visits in the past two weeks
(as of 12/6/11)
Image credit: Gould Academy
Avoid the obvious. give enough freedom to hang themselves
51. For those of you who don’t know this is Chuck Will’s blog at Proctor. He’s a leading voice and the institutional memory to a certain extent. He knows current student & parents,
alums, you name it -they know him and he knows what the school stands for. His job is to capture that in words and pictures 2-3 times a week. Fundraising: Blogging as
Stewardship
52. Blog ingredients
✓Great content that engages readers
✓Leadership commitment
✓Promote the blog
✓Commit to consistency
✓Recruit contributors
✓Demonstrate expertise
Regardless of the style of blog, there are certain key ingredients that successful blogs exhibit.
54. “Brian Rosenberg aka the President of Macalester College”
I don’t know if it started out this way, but this is one of the most effective outreach pieces I’ve seen. It was done by the President of Macalester College. Self-deprecating humor,
showcased his campus, told you a lot about the school and what the feeling about the campus is like.
55. “With this project, I have begun to learn about the
nature and power of the social media that are reshaping
the way we communicate with one another and should
be reshaping the way organizations of all kinds
communicate.”
The Chronicle of Higher Education
http://chronicle.com/article/What-I-Learned-From-YouTube/65141/
56.
57.
58. Stats & Takeaways!
45,000+ views on YouTube
More than 17 pages of comments from alumni
More than 30 new freshman in this year's enrolling class, all
with higher accumulative test scores
Record open house turnout
59. Stats & Takeaways!
Used Seek & Find Homework sheet to engage
elementary school students
Premise of the video is to have a tool to show the
school's story during visits to Louisville’s 32 Catholic Schools
Completed within two, 1.5-hour sessions
Segment captains (the kids) choreograph and plan
their section
Students posted to their social networks to show off their
"music video"—without being asked to do so; proud of
what they did as a group
60.
61.
62.
63. Have you reserved your channel?
http://www.youtube.com/user/MySchool
64.
65. 48 hours of video are uploaded every minute,
resulting in nearly 8 years of content uploaded every day
78. Edge
rank
Affinity
“Affinity is the value Facebook assigns to an object’s creator relative to other Facebook users. In
plain English, the more a person comments, likes, or interacts with your posts, the
higher their affinity to you, and the greater the likelihood that your posts will show up
in their news feed.”
http://www.6smarketing.com/facebook-edgerank-algorithm/
82. Edge
rank
Weight
““Weight” combines what the item is and how it’s being interacted with. As for the “what,”
videos, photos, and links are generally considered to have the highest weight. In other
words, if a fan views a video on your page, this will score far more points in
Facebook EdgeRank than if they simply visit your page.”
http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/
85. Edge
rank
Time Decay
“Like Google, Facebook is concerned with the freshness of content. Newer content and
interactions hold more importance and have a higher likelihood of being published in your news
feed. The older the interactions are with an object, the lower their time decay score and less of
ability they have to push content to the top of people’s news feeds.”
http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/
87. Edge
rank
“The days of “schedule-and-go” social media are over.”
http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes-Affect-You-higher-education-
marketing.pdf
88. Edge
rank
Tips to boost edgerank
C
al
lto
A
ct
io
n!
PR
EM
IU
M
!
91. Edge
rank
Schools to research
The Hun School Northfield Mount Hermon School Proctor Academy
www.facebook.com/hunschool www.facebook.com/nmhschool www.facebook.com/proctoracademy
The Webb Schools
www.facebook.com/TheWebbSchools
92.
93. Mine your database for (alums, parents, etc.) for followers
Engage your followers
Use #hashtags to brand your tweets and join conversations
Consider streaming your tweets through your site
An active twitter account sends search signals to google & bing
Avoid auto tweet your Facebook updates & vice versa
Take the time to author unique status updates on each platform
95. Newspaper
Admissions
Alumni
Director
English Dept Math Dept
Students
Find folks to feed you stories about what’s happening on campus, but more importantly, the sub-stories that are happening within the walls. People want to see in between the
lines, behind the curtains. Give them a slice of what life is like as a member of your community.
96. Have follow up questions?
E-mail: peterbaron@whipplehill.com
Phone: 603-669-5979 x3280
Twitter: @peterdbaron
