Lessons Learned From The Ind Schoo L Industry

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Presentation from the October 2008 meeting of Memphis' Social Media Expedition

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Lessons Learned From The Ind Schoo L Industry

  1. 1. LESSONS LEARNED FROM THE INDEPENDENT SCHOOL INDUSTRY Lorrie Jackson Lausanne Collegiate School
  2. 2. OUR INDUSTRY Independent?  self-funded   self-governed  board of trustees 33 in MAIS   Many more “private” schools
  3. 3. LAUSANNE COLLEGIATE SCHOOL
  4. 4. OUR MARKETING GOALS students Recruit Retain students Raise money
  5. 5. IN LOCO PARENTIS
  6. 6. LESSON #1 Find Your Customer
  7. 7. SOCIAL MEDIA MATTERS!
  8. 8. “In my life as a FOUNTAIN VALLEY SCHOOL, COLO SPRINGS, CO web content administrator, th e key was always „drive traffic to the web site.‟ That hasn‟t changed with social networking but…now you are going where your audience already is. Then when you begin interaction, you can entice them to visit your site for more goodies.”
  9. 9. 30% INCREASE - FACEBOOK
  10. 10. FRIENDS ACADEMY, LOCUST VALLEY, NY Problem: Existing facebook page by eager but unofficial alum. Solution: Work with page owners to encourage migration to the official page.
  11. 11. LESSON #2 Trust Your Customer
  12. 12. NO ONE EVER DIED FROM A BLOG COMMENT. One consultant says risk is  overrated.  10,000 comments on her My Space/facebook pages, less than five comments had to be removed.
  13. 13. PROCTOR ACADEMY, ANDOVER, NH Being honest can pay off: 100% over capital campaign goal. Strong admission numbers. Increased school spirit
  14. 14. WHAT DO THEY SAY ABOUT YOUR SCHOOL?
  15. 15. LESSON #3 Know the Medium
  16. 16. As of January 2008, over 400 facebook pages  about/by colleges  Often hard to tell if it‟s official or unofficial.  Groups vs. pages Groups – relationships, can email facebook users  directly  Pages – general landing pages for overview on school Recommendation:  Page for whole school   Groups for alumni or other special interest, um, group
  17. 17. LESSON # 4 Know All Your Customers
  18. 18. GLOBAL PERSPECTIVE 17% of Lausanne‟s  student body  CyWorld
  19. 19. “The social AMERICAN SCHOOL OF BOMBAY, MUMBAI, INDIA media movement at our school has been led by our students. There is no need for an „official‟ presence on these types of communica- tions.”
  20. 20. TCKS
  21. 21. LESSON #5 Close the Sale
  22. 22. WHAT IS YOUR GOAL?
  23. 23. URBAN SCHOOL, SAN FRANCISCO, CA Goal: Registering either on your Web site or through your alumni office. Urban uses finalsite‟s online alumni community.
  24. 24. LAST WORD?
  25. 25. DIGITAL VISION
  26. 26. LJACKSON@LAUSANNESCHOOL.COM

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