Blackboard Connect Webinar: Meet Students and Parents on Their Terms through Social Media Tools
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Blackboard Connect Webinar: Meet Students and Parents on Their Terms through Social Media Tools

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Social Media expert Dana VanDen Heuvel of The Marketing Savant Group, Brian Hammell of NOCCA in Louisiana and Charlie Glazener of Asheville City Schools in North Carolina share best practices and ...

Social Media expert Dana VanDen Heuvel of The Marketing Savant Group, Brian Hammell of NOCCA in Louisiana and Charlie Glazener of Asheville City Schools in North Carolina share best practices and their experience using social media to communicate with schools and districts. Learn how Blackboard Connect supports social media tools such as Facebook and Twitter.

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  • http://www.facebook.com/help/?page=904
  • There's an immediacy to Web 2.0 (in this case Twitter)  that you can't find anywhere else. Witness what happened on Jan. 15, 2009.

Blackboard Connect Webinar: Meet Students and Parents on Their Terms through Social Media Tools Blackboard Connect Webinar: Meet Students and Parents on Their Terms through Social Media Tools Presentation Transcript

  • Meet Students and Parents on Their Terms Through Social Media Tools  The Marketing Savant Group NOCCA – New Orleans, LA Asheville City Schools – Asheville, NC
  • Utilizing Multiple Communication Channels
    • District
    • Opportunities
    District Challenges Adoption Outcomes
    • With more direct channels of communications and the capacity to reach thousands in minutes, schools are keeping parents better informed on a range of important matters. As parents are better informed, the number of non-emergency calls to the school or district office can be reduced. Results include:
      • Freeing up administrative staff to focus on more important tasks or responsibilities.
      • Districts are becoming more transparent
      • Social media tools and platforms having a positive effect on the way schools interact with, students, parents and teachers
    • Limited resources
    • Need to reach thousands in minutes in emergency and non-emergency situations
    • Cutting costs but remaining efficient and foreword thinking
    • Reach new, diverse populations
    • Build confidence in school district leadership
    • Communicate instantaneously
    • Create an information exchange.
    • Open lines of communication amongst parents, students, teachers and administrators
    • Increase parent participation in academic, district and school level activities
    • Streamline communications to reduce costs
    • Deliver real-time performance assessment
    • Overcome language barriers by communicating in native languages
    How Can You Effectively Respond to Today’s District Challenges? COMMUNITY
  • Integrated Solutions Blackboard Mobile Learn Multi-Modal Messaging Blackboard Learn + Collaborate Blackboard Mobile District
  • Blackboard Connect
    • Fully-hosted notification and alert solution used for reaching millions in minutes through:
      • Voice
      • Email
      • SMS
      • TTY
      • More!
    • 2,600 clients in K-12, HE, and Gov.
    • Millions of messages delivered annually. 99.99% uptime, 24/7/365 client care.
    • SIS, School Lunch POS, RSS , Twitter and Facebook account integration
    Multi-Modal Alerts & Notifications
  • Dana VanDen Heuvel The Marketing Savant Group
  • Best Practices for a Social Media Strategy The MarketingSavant Group www.marketingsavant.com 888.989.7771 [email_address]
  • On Today’s Agenda
    • Social Media – The Strategic Process
    • Tools for School Districts
    • Best Practices for Facebook, Twitter, and others
    • Where to Start Your Social Media Project
  • Connecting Content With District Supporters Source: Ogilvy
  • Don’t Commit Random Acts of Social Media Marketing!
  • Have a Well Defined Social Strategy
    • Delavan-Darien (WI) is Social!
  • Define the Social Media Plan
    • Outline Your Objectives
    • Determine Risk Profile
    • Define Your Audience(s)
    • Social Media Content
    • Determine District Integration Points
    • Culture Change and Adaptation?
    • District-wide Social Media Opportunities
    • Policy / Protocols
    • Choose Social Channels (Tools & Tactics)
    • Social Media Systems
    • Measurement
  • Balance Risk & Reward
  • Top 10 Social Media Barriers
    • 1. Lack of internal resources/time
    • 2. Lack of knowledge/expertise
    • 3. Not convinced about the value/ROI
    • 4. Lack of clear guidelines/policies
    • 5. Lack of awareness of social media within company
    • 6. Lack of budget
    • 7. Social media not appropriate for company/brand
    • 8. Fear negative reaction from customers
    • 9. Lack of global reach/scale
    • 10. Lack of appropriate agency partner
  • Social Media Requires Change Management
    • Urgency!
    • Guidance & governance
    • Vision
    • Communication
    • Empowerment & enablement
    • Campaign wins + competence development
    • Build institutional processes
    • Create Social Media Center of Excellence
  • Why have a social media & blog policies
    • New media channels and internet services have changed the way we communicate
      • Personal information at display on blogs, Facebook etc.
      • The line between the personal and the professional sphere gets blurred.
      • Corporate information available from lots of sources.
      • Users spread information about brands, products and companies.
    • Internet allows viral spread of information
      • Bad news travel fast.
      • Good news can also travel fast.
      • Media and the blogosphere influence each other.
  • How To Get Started in Social Media
  • The Social Media Channels Social Content Social Platforms BLOGS VIDEOS MICROBLOGS AUDIO (PODCAST) PHOTOS BRANDED SOCIAL NETWORKS WIKIS WHITE-LABEL SOCIAL NETWORKS EMAIL (BACN) SMS and TEXT EVENTS and CALENDARS STATUS UPDATES The specific social content, spaces, and interactions you choose define the type of experience your audience will have on the Social Web. Social Interactions
  • Social Media Isn’t Just a Set of Tools…
    • Blogs
    • Widgets
    • Twitter
    • Online Chat
    • RSS
    • Facebook
    • Podcasts
    • Video Sharing Sites
    • Photo Sharing Sites
    (…just to name a few)
  • Using the Right Tools
    • Create Your Fan Page
    • Share Great Links on
    • Publish Great Content on Your
  • Create a Hub and Outpost social media architecture
  • Acquire the Skills
    • The 2 pillars of social media
      • Content-content-content
      • Building relationships
    • The habit of using Social Media daily
    • How to engage with people and your district
    • How to build your personal and district brand
    • How to measure results from Social Media communications
  • Social Media First Responders
    • Be transparent . Be open and honest in all communication.
    • Be ethical . Live by the WOMMA Practical Ethics Toolkit
    • Be relevant . Share information and perspectives that are valuable to the online community
    • Personalize and be personable.
    • Address negative discussion head-on.
    • Court evangelists & advocates .
    Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand.
  • Facebook Pages
    • Publish content that naturally encourages click-throughs or creates discussion.
    • Powerful way of engaging parents, supporters, community and alumnus
    • Many options for sharing content and media
    • Connect it to your blog for a constant flow of content
    • Directly message & connect with supporters around important issues
  • Facebook Communication Strategy
    • Use Calls to Action
      • Well designed, clear calls to action
      • Market Facebook outside Facebook
    • Use photos
      • If possible, use pictures to show how students are succeeding in your schools
      • Show events, awards, etc.
      • Post pictures of your team at work
    • Use video
      • Post recording of school events, speeches
      • Show your sports teams in action
    • Integrate off-line marketing
      • Other media ads and content
    • Build an active wall
      • Encourage people to Like your page
      • Monitor and participate in the comments on your Wall
    • Re-purpose content
      • Post useful, interesting content from various sources, regularly
    • Encourage Experiential Marketing
      • Use Landing or welcome tabs
      • Product specific interaction
      • Deliver a unique experience!
      • Experiment
    • Use Ads to Drive Traffic
      • Open enrollment, sporting events, referenda, etc.
  • Twitter for School Districts
    • Establish a pattern of consistency in your tweeting strategy
    • Keep your “it is all about them” hat on when tweeting
      • RT other people’s stuff
    • Follow social media best practices
      • Follow those that follow you but maintain balanced follower to following ratios – recommend 1.25 to 1 or less
      • Engage: Proactively and in response to RTs (retweets) and SOs (Shout Outs)
    • Tweet consistently and set up a good maintenance schedule
    • Measure which content resonates best with your audience
  • What Is Twitter Good For ?
    • Building Community- creating a strong community of followers that ultimately help raise awareness, visibility and affinity for the district
    • Media Relations – share updates, initiatives, ideas and relevant stories with your local media on twitter
    • Parent Relations - using Twitter to successfully engage with parents who need regular updates
    • Events - driving attendance at school events such as theater, sporting
    • Early Alert – alert parents and the community when breaking news happens, weather closes school or other such thing happen
    • Branding & Awareness - employing Twitter in creative ways to increase awareness around a district program or initiative
    • Fundraising - using Twitter to spread the word about important causes
  • Start a District Blog
    • Platform for updates, superintendent opinions, PR content
    • Feed Facebook and Twitter accounts
    • Share district success stories
    • Use as the foundation for a social media publishing plan
  • Publish on Schedule – “1-7-30-4-2-1”
    • 1 = Daily
    • 7 = Weekly
    • 30 = Monthly
    • 4 = Quarterly
    • 2 = Bi-Annual
    • 1 = Annual
    Source: FusionSpark Media http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/
  • Map Out the Publishing Process
  • Brian Hammell Director of Communications & Campus Activities NOCCA
  • WHAT IS NOCCA? New Orleans Center for Creative Arts Louisiana’s Arts Conservatory for High School Students
    • Tuition-free arts training in:
      • Creative Writing
      • Culinary Arts
      • Dance
      • Media Arts
      • Music (classical instrumental, jazz, vocal)
      • Theatre Arts (drama, musical
      • theatre, theatre design)
      • Visual Arts
  • Our Culture NOCCA is a diverse environment of 500 + students, 60+ faculty and 12+ administration who understand the importance of arts training. A NOCCA student is a high school age public, private or homeschooled pre-professional artist who is willing to commit, sacrifice and grow. Each year our senior class receives over $10 million dollars in scholarship to study their artform in colleges or conservatories across the nation.
  • Normal Friday routine, storm struck on Sunday-August 28. No access to NOCCA for over 6 months. ISSUE : NOCCA’s communication tools were housed on-site. POST-STORM : the development of a easy, reliable communication tool became an issue discussed across various levels of management/faculty. Our use of social media : twitter and facebook specifically has grown each year since the storm. Budget cuts have led and forced us to think outside of the box and to use various ways of communicating to our various audiences. August 26, 2005
  • Communication Strategy
    • Set in January 2000, NOCCA became an agency of the state of Louisiana
    • Blackboard Connect post-Katrina to modernize our emergency communications
    • Blackboard Connect is used weekly for event promotion, general awareness, calendar reminders and parent notifications. Phone, email and social media are used.
    • I expect our use and relationship with Blackboard Connect to continually evolve.
  • Internal Communications
    • Several display tvs/monitors were placed in public areas of our facility:
    • Promote events
    • Spotlight areas of interest
    • Twitter summary board
    • Students and the public are also encouraged to register for our twitter and facebook accounts at our website.
  • Our Twitter Board Displayed Internal On Monitors Displayed On Website
  • Social Media Simply another choice. Can efficiently reach various audiences quickly. Blackboard Connect ease of use. Consistency of Management Informality Reach=Buy-In
  • Best Practices?
    • We are still learning
    • Empowerment of communication team members
    • Concerns of Protocol: bullying, censorship, edits
    • It is all about your followers
    • The inside scoop
    • Make It Relevant
  • Charlie Glazener Executive Director, Community Relations/Comm Asheville City Schools
  • Charlie Glazener Executive Director, Community Relations/Communications Asheville City Schools Experience: 9/30
  • Asheville City Schools 10 Schools 3,900 Students 60/40 Demographics
  • Our ‘marriage’ to Blackboard Connect
  • Building level Information Attendance Surveys
  • Survey: Blackboard Connect Results: Inclement Weather Update/Survey – 12 Jan 2011 at 7:20 PM (EST)
  •  
  • Four levels of school communications
    • Press relations
    • Public information
    • Persuasion
    • Engagement
      • Parent involvement
      • Community involvement
      • Social marketing
  • Janis Krums’ Tweet from his cell phone on Jan. 15, 2009 – aboard a ferry on the Hudson River in NYC
  •  
  • If you’re concerned about using social networking tools in Asheville City Schools…. From the White House blog ...
  • Valued Added
    • Creates another presence online
    • Directs traffic to established site
    • Establishes a relationship with new sectors in our community
    • Provides opportunities for community discussion and engagement
    Social Media
  • “ Blogs, maps, photo sites and instant messaging systems like Twitter do a better job of getting info out during emergencies than either traditional media or government emergency services.” -News Scientist, May 2008
  • 1 message – many mediums
      • Fastest growing social networking web site
      • 200 million accounts; about 1/3 as many as Facebook
      • Users are “followers”
      • 35 – 49 year olds are the largest user group
      • Excellent platform for sharing real-time data
      • 11,000+ third party applications have been patented
  • Value Added
    • Social networking
    • Live searching
    • Link sharing
    • Emergency notifications
    Google Slow, anonymous accumulation of authority; pages rise to the top based on how many links point to them, favoring older information/pages. Twitter Useful for finding out what people are saying right now.
  • Social Networking – DO’s
    • Know your purpose
    • Make it a conversation
    • Tie everything back to your organization
    • Be responsive
    • Keep up the content
    • Advertise
    • Ignore comments
    • Be defensive
    • Have a profile and never post
    • Be afraid
    Social Networking – DON’Ts
    • Be authentic about who is answering
    • Turn off auto messaging
    • Improve your writing skills (Twitter - less than 140 characters)
    • Learn the texting language/vocabulary
    • Remember it’s all about people having relationships with people
    Social Networking – RULES
    • In summary…
    • We use social media to:
    • Build greater awareness of our district
    • Follow discussions, complaints, concerns
    • Build loyalty
    • Enhance customer service
    • Supplement crisis response communications
    • Follow responses to triggering events
    • Reinforce good decisions
    • Build passion for the mission of our district
  • Q and A
  • Thank you for joining us today! For more information About Dana VanDen Heuvel: http://www.marketingsavant.com/ For more information about NOCCA: Brian Hammell - BHammell@nocca.com F or more information about Asheville City Schools: Charlie Glazener - Charles.Glazener@asheville.k12.nc.us To learn more about incorporating Blackboard Connect and social media into your communication plans, contact us: www.blackboard.com/connect or 800-213-7168