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An overview of how to integrate social media into a school environment to promote the school in a positive way.

An overview of how to integrate social media into a school environment to promote the school in a positive way.

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    Brune Park Presentation Cm Brune Park Presentation Cm Presentation Transcript

    • Integrating Social Media In Schools With Ian Gibbins Brune Park Community College, Gosport. 3rd January 2012Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Introducing Ian.....• Live in Cambridgeshire.• Involved with social media 3 years.• Social media consultancy company.• Hold workshops and seminars.• Guest speaker at the UK‟s most popular Internet Marketing Event.• Featured in Social Media publications.• Published Author.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Social Media Training.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Published Author.Released “The NewGuide To Social MediaProfits”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What we will cover.• What is social media and how is it being used.• Why you need a strategy.• What you will achieve.• Using Facebook, twitter, YouTube and LinkedIn.• Blogging• Target setting and measuring the return on investment.• Monitoring.• Taking action.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What is Social Media…..• Wikipedia definition:“The use of web based and mobile technologies toturn communication into an interactive dialogue.”• Better defined as:“Social media is simply conversation and interactionsupported by online tools.”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • …and how is it being used?• Social media has changed the way we interact with everything and everyone. It is not a fad and not going away.• It allows us as schools, the opportunity to communicate with parents teachers and students in a way that‟s never been done before.• Helps to build relationships, to interact and engage.• Share knowledge and information.• Create awareness and credibility around our brand.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Social Media IS the New…• Newspaper• Telephone• Television• emailIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Why You Need A SocialMedia Strategy.• Last year 52.6% of internet users had more than one social media profile.• In 2012, this will rise to 55.3% (25.9m)• In 2013, this will rise to 27.7million and by 2014 60% of the UK will be active on social media.• It is becoming part of daily activity.• 69% of UK populations SM network users, said they used sites several times a day.• (source: WSI Internet Marketing)Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • More Stats!...• 43% of 9-12 year olds, stated they have a social network profile.• Along with 88% of 13-16 year olds.• 30 Years+ demographic is one of the fastest growing, so we can get our message to where our audience already are.• This is where our communities already are, let‟s join them.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Whether you like it or not, people will be talking about you!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Define Your Plan• Who is your audience?• What are you trying to achieve?• What are your resources?• Who should be involved?Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What Will You Achieve?• Leverage social media to champion your school and harness its power to:• Direct people to positive information.• Build trusted relationships between staff and students• Good P.R vehicle within the community.• Gain an insight, engage and interact with hard to reach sections of the community.• Stimulate and maintain online discussion around your school.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Awareness.• Along with helping us to build meaningful content online, social media tools also allow us to listen to our communities at their point of need.• We are more in control and better informed.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • A True Word…“Technology is shifting the power away from theeditors, the publishers, the establishment and themedia elite. Now it is the people and the communitiesthat are in control.” (Rupert Murdoch, global media entrepreneur)Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Risk v Benefits.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Social Media Goals and ROI.• Important to ask yourself, “what are you hoping to achieve with your efforts.” o Build on the positive reputation. o Improve links with the local community. o Engage with hard to reach sections of the community. o Increased interaction with students and parents. o Recruitment. o Increased information distribution.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Using Social Media Channels.• Social media provides 3 simple services schools can take advantage of: o Connecting people o Sharing knowledge o Publishing informationIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Tribe Leader?• As tribe leader you can communicate with others in your tribe, when and how they want to be communicated with.• Don‟t push the message – reach out through social media channels.• Those who then gain trust will want to build a relationship, and will visit the school website where the main messages are deliveredIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • The Relationship Circle. Create awareness School Facebook Website Page Nurture Provide Relationship InformationIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Why Use Facebook?• Over 800 million active users.• 60% online every day, average time spent 55mins.• 33.1 million UK visitors per month.• 76.3% of the UK online population.• More than two thirds of small businesses and registered organisations are using social networks.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • 2 General Rules.• Be yourself, be consistent and coherent, and genuine.• Don‟t worry too much about what others may think…good quality and value.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What is a page?“Facebook pages are for organisations to broadcastinformation to people who choose to connect withthem.”• Make the page as much about your fans as it is about your school.• Show your personalities, don‟t be too reserved or institutionalised.• Doesn‟t have to replace your school website.• Respond to comments, become a community manager!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Using Facebook Pages• Consider a page for the school, and possibly separate pages for different departments.• Keep it open, transparent and safe.• Having a controlled, professional presence allows you to capitalise on social media while protecting students and staff.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Creating Your Page.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Follow Set-up Wizard.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Page Information.• „About‟ section, 1 or 2 sentences.• „Description‟ and „Information‟, fill out in greater detail.• Consider incorporating a „Welcome‟ page with a video, giving a warm introduction to the school for visitors!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Page Information.• Take your time to consider the information you wish to include.• Bullet points of interest. Many use Wikipedia for facts.• Excellent promotional tool.• Representative photo, (not mascot.)• Include URL of school website.• Gain 25 „likes‟ for vanity URL. (cannot be changed.)Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Populate Your Wall.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Brune Park Page.• Decide on „admin‟ for the page.• This won‟t be a personal presence, (appears as Brune Park as per website.)• Page is visible to anyone.• Gain „fans‟ to maximise the reach.• Utilise the „Insights‟ tab.• Consider use of Apps. e.g. „causes‟ app for fundraising.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What to Post?• 4 types of status updates: o Text o Links o Photos o Videos• Keep varying the type of update.• 3 per week to start.• Progress to 1 a day.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Types of Updates• Behind the curtains updates.• Building relationships update (rapport).• Celebrating school success.• Celebrating community success. (charities)• Competition updates.• Encouragement updates.• Event updates.• Sporting updates.• Handling problems updates.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Status update examples:• Behind the curtain.“This is Mrs Roberts, she will be the new teachingassistant in form 3E and is with us for 6 months fromAustralia!”• Building relationships.“Are you celebrating a Birthday this week? Let usknow and we‟ll give you a mention.”• Celebrating school success.“Well done to the Year 8 Football team on winning theHampshire inter schools cup last weekend!”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Status update examples• Celebrating community success.“ Congratulations to Buster the guide dog wesponsored on successfully completing his basictraining.”• Competition updates.“Remember the competition to win a new iphone4closes next Wednesday, get your entries in ASAP.”• Encouragement updates.“Good luck to the school choir this evening,competing in the regional finals at ChichesterCathedral.”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Status update examples• Event update.“If you‟re still in need of that last minute Christmasgift, don‟t forget the school Christmas Fayre this Fridayafternoon.”• Sporting update.“The school rowing team did us all proud by finishing3rd last weekend at the All England SchoolChampionships, well done!”• Handling problems update.“Apologies for the problems with the school internetaccess this lunchtime in the library, we are assured theproblem is now fixed.”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Great Resource for FamiliesYou will find that over a period of time, that familiesand students will come to rely on the Brune ParkCommunity College Facebook Page as a valuableresource to gain information.Great for sharing information immediately withfamilies.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Remember• Respond to comments when possible.• If a user comments or „likes‟ the posts, admins will be notified in the control settings.• As admin you also have the option to remove the post, hide the post or report abuse.• Whoever creates the page becomes the default administrator.• Add a Facebook „like‟ box to your website.• Tell everyone about your page!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Facebook ‘like’ boxIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Set up an event• Promote your event with a designated event page.• Helps to organise the logistics of an event, time, place, who‟s attending etc.• Add pictures, directions and up to date information on what‟s being planned.• Invite contacts to attend and participate.• Whoever is attending will have the event show up on their news feed for others to see.(more publicity)Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Event pageIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • PrivacyIt‟s always important to control the permissionsregarding the content that users are allowed toupload.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Permissions• Click „edit page‟ in upper right.• Select manage permissions.• Uncheck „users can add photos and videos.‟• Leave „users can write or post on wall‟• Click „save changes‟Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Moderation BlocklistIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Profanity Blocklist• Select manage permissions.• Profanity blocklist.• Option to select “strong”Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • twitter• Microblogging site enabling people to post updates/tweets of no more than 140 characters.• 1 or 2 sentences.• Create a profile with a picture and text description of no more than 160 characters.• People want to see YOU so make yourself personable in your description.• Don‟t have to follow anyone, let people follow you.• Add URL of school or Facebook page.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Twitter PageIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Search FacilityIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • twitter• Good tool for creating awareness.• Direct through to Facebook page.• Nurture relationship.• Direct through to website.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • YouTube• Video sharing site, founded 2005.• Over 100 million active users upload and share videos online.• 2nd largest search engine, 2 billion views a day.• 70% of all web visitors are watching videos online, average time spent 27 mins a day. (NY Times)• Popular as much more personal way of interacting.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Using YouTube• Shoot short video introducing the school.• Introduce staff and departments.• Make 3 episode videos.• Conduct an interview.• Guide for new students.• Sporting/drama event, or school trip report.• Working with the community video.• Exam result celebrations.• School prom.• Topical school news and announcements.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • YouTube SharingIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • YouTube ToolsVideo editor:• No software download needed.• Trim and edit videos.• Combine music to the video clips.Insights:• Gives demographics of viewers so you know who is viewing.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • YouTube ToolsAnnotations:• This tool lets you add text to your videos.• Link to other videos.• Control over what is said and when they appear.Share and embed:• Share via other social networks using this button.• Copy and paste html code to share on blogs.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • YouTube ManagerIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • What if I’m Shy?• Screen capture software. (Jing)• Talk through a PowerPoint presentation.• Voiceover.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • LinkedIn• Largest professional network over 120 million members and growing.• Connects you with trusted contacts to help exchange knowledge, ideas and opportunities with a broad network of professionals.• Only way to connect is through direct messaging or discussion via a group.• Although professional network, be careful not to get away from being personable.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • LinkedIn Connections• Build connections through inviting people you meet in a professional environment.• Find connections through keyword search such as: Name Company School Location• Use „search‟ to find appropriate contacts.• Excellent for recruitment!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • LinkedIn ProfileIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • SummaryIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • LinkedIn GroupsIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • RecruitmentIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Using Blogs• Blogs seem to have been around ages, and something I wish I had got involved in much earlier.• Form of online diary that is updated at regular intervals with valuable information/content.• Proving to be a great asset to schools and a valuable tool to make use of.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Using Blogs• Use blogs to update information on events at school.• School trips using video and photo‟s…use the blog as a diary for the trip or excursion.• Use as a learning aid for homework with pointers on the page or even a link to a video.• Use to update parents who subscribe with hints and tips on homework, useful resources, important dates and reminders.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Examples of BlogsIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Example of a BlogIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • PostsIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Blogs• Blogs strike the balance of providing information anytime and anywhere, social networking and interaction, and the ability to openly share thoughts and achievements.• They can extend the classroom to anywhere that has access to the web and are good for group projects, portfolios, school newsletters and class websites.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Google+• Recently announced its own social networking platform.• 20 million members in 1st Month.• Aim is to knock Facebook off the top spot!• Each profile is centred around the „stream‟.• Joined by 4 elements; circles, hangouts, huddle and sparks.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • StreamIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • ProfileIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • CirclesIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Hangouts• „Hanging out with friends‟• Face to face conferencing up to maximum of 10.• Download plug-in.• Being used in customer service.• Create and edit documents with others.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Sparks• Tell sparks what you are interested in and it will bring up a host of information on that subject from the web.• Targets keywords.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • But we just don’t have time.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • No excuses!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • TweetdeckIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • TweetdeckIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • SchedulingIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • The Old Fashioned Way.. School lone Businesses Unprepared working collaborateIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Teaching Tool.• Social media as a teaching tool has that natural collaborative element.• Students can critique and comment on each others assignments.• Work in teams to create social media content.• Easily access teachers, or each other with questions or discussions.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Feeling of Achievement• Allows students the ability to feel they have contributed and achieved.• Helps quieter students – more likely to ask questions/answer questions and interact online, leading to higher confidence in the classroom.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Interacting with theCommunity• Let your community know about your social media presence.• Announce in newsletters, report cards, at events.• Email signatures and on headed paper.• Encourage people to share on their profiles – viral.• Tease them with small amounts of content on twitter, follow this through to Facebook and onto main school site.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Target Setting andReturn on Investment.Very important to make sure that you have setyourself targets and more importantly to measure thereturn on investment.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Return on Investment• Although you are not looking specifically for a financial return on a financial investment, you still need to measure your ROI because of the time and effort you are giving to your campaign.• Your time is a very valuable asset!• So make sure your school campaign is working.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Measurement• Can be difficult to measure but not impossible.• People talking about the school online is a great way to measure the awareness that you have created. www.google.com/alerts• By applying a piece of code to your site you can retrieve vast amounts of information. www.google.com/analyticsIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • MeasurementGoogle analytics will measure:• Page views.• Average time spent on your site.• Average no. of pages viewed.• New visitors.• Recurring visitors• Bounce rate.• Sharing on social media sites.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Insights• Number of total unique „likes‟ per week.• Number of people talking about your page.• Number of unique people who have seen content relating to your page, e.g friends of fans.• Ability to export the results directly to excel or c.s.v file.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • MeasurementWhen measuring your school campaign, considerdifferent time scales for results.Example:• Friends, followers or fans over a period of a month.• Retweets, likes and comments over 2 weeks.Document everything and utilise Facebook „insights‟to compare results.Be consistent, set a date work on the report eachmonth and gather in all analytics.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Measurement• Keep the records simple.• Look for certain promotions or events that may have influenced increased figures.• What content did you publish that increased interactions or provoked discussion.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • MonitoringYou‟ll learn many lessons as you progress throughusing social media channels.• Be there – monitor the activity.• Look for your school on Facebook – probably unofficial 1 or 2.• Negative but harmless – will get bored and move elsewhere.• Negative and harmful – contact and report to Facebook.• All social networks have privacy settings as does „edublogs‟Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Risks• Risks in everything we do, but surely the educational benefits outweigh these risks.• Remember the internet in the 90‟s…Porn and predators….Would a classroom be without it now.• Nobody would dispute the risks and that they are real, but there are many dangers offline too.• Best way to keep students safe, is to teach them how to be safe.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Child Exploitation and Online Protection CentreIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Safety on social networks• Are social networks to blame or are we just pointing the finger……• One third of young people have received unwanted comments online or by text. (CEOP)“ Social networking sites are here to stay, and anincreasing number of young people are using them.Such sites can be a dangerous place for youngpeople, but we shouldn‟t stop them using them.” Chris Cloke – Child protection awareness, NSPCC.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • 5 Safety Tips1. Check your privacy settings.2. Stick to friends only, not friends of friends.3. Separate friends into lists.4. Check your permissions.5. Stay alert to changes to privacy options.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • If Things Go Wrong…From time to time things may not go as planned.Unsavoury comments and tweets can be made fromtime to time.Ultimately it is down to the school how you choose todiscipline misuse of school social media channels, butensure you have a robust social media policy in placeand visible to staff and students before use. If possibleget everyone to sign agreement.Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Brune Park Community CollegeIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Action Plan• Decide on your social media team/teams.• Design a social media policy.• Gain agreement on the policy. (assemblies/signatures)• Set up personal social media profiles. Facebook, twitter and LinkedIn.• Consider the need for Facebook Pages for different departments.• Set up a school blog.• Ensure privacy and permission settings are checked.• Monitor the social media channels.• Measure ROIIntegrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Act Now!• This is Brune Parks chance to stake a claim.• Don‟t get left behind.• Remember, people will communicate across social networks whether YOU are involved or not!• Your communities will be talking about Brune Park Community College online whether You are involved or not!• Join in, engage and interact.• Enjoy!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Remember……• Social media is like teenage sex………• Everyone wants do it, but nobody knows how!Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com
    • Integrating Social Media In Schools Ian Gibbins www.igmediamarketing.com