Building Relationships Before the Bags get Unpacked:  New Opportunities 
Through Social Media
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Building Relationships Before the Bags get Unpacked: New Opportunities 
Through Social Media

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The greatest thing in the world is to have a student and family fully involved and connected before they arrive on campus. This workshop will build on much of your pre-matriculation outreach (from the ...

The greatest thing in the world is to have a student and family fully involved and connected before they arrive on campus. This workshop will build on much of your pre-matriculation outreach (from the admission process up to orientation). We will look at ways you can employ social media to make your relationship building even stronger. 

We'll examine how you can build tighter bonds among incoming students so that by the time they arrive on campus, everyone is "plugged" into the community.

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Building Relationships Before the Bags get Unpacked:  New Opportunities 
Through Social Media Building Relationships Before the Bags get Unpacked: New Opportunities 
Through Social Media Presentation Transcript

  • www.admissionsquest.com ed Social Media www.edsocialmedia.com Monday, May 10, 2010
  • Building Relationships Before the Bags get Unpacked: New Opportunities Through Social Media ed Social Media Monday, May 10, 2010
  • “I remember when...” ed Social Media Monday, May 10, 2010 We talked about the rate of change and its dizzying pace. I am constantly amazed at how fast things are evolving & maturing. While creating this presentation and thinking about building connections with students & parents, I decided to take a look at certain growth numbers since I visited last year’s WBSA conference. View slide
  • 400 320 240 160 80 0 April 2009 February 2010 Source: Facebook http://www.facebook.com/press/info.php?timeline ed Social Media Monday, May 10, 2010 Facebook saw over 200 million new accounts added in less than 1 year. View slide
  • 150.0 120.0 90.0 60.0 30.0 0 April 2009 April 2010 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 ed Social Media Monday, May 10, 2010 Twitter grew from 12 million in April 2009 to just shy of 106 million in April 2010.
  • Eric Qualman www.Socialnomics.net ed Social Media Monday, May 10, 2010 I could talk facts and figures until I’m blue in the face, but Eric Qualman’s “Welcome to the Revolution” does a wonderful job of laying out the fact.
  • Racing to Tweeting to 2000followers! 1000 fans! ed Social Media Monday, May 10, 2010 Social media participation is growing. Schools are actively pushing to build their networks.
  • Connect with our school! ed Social Media Monday, May 10, 2010 We’ve created our channels and have begun to promote them - perhaps via email; on our sites.
  • ed Social Media Monday, May 10, 2010 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?
  • What do you do when you get there? ed Social Media Monday, May 10, 2010 Big question is how do you engage your network as it grows?
  • Create & share compelling content. ed Social Media Monday, May 10, 2010 Your school enjoys a fan base that, for lack of a better word, “consume” your narrative stream or long story. The object is to begin bringing applying 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.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 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.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 Something that you as an admission office can add to & draw from at key points in the admission process to deepen your connection with prospective families. It can come in a variety of forms- blogs written by students, livestreaming events, student produced shows, videos filmed by kids, or blogs maintained by faculty. Which methods you use most is determined by which media you can produce most consistently with reasonable effort and quantity.
  • Show rather than tell. ed Social Media Monday, May 10, 2010 I like to live by these simple words whenever we create content - show rather than tell.
  • Show rather than tell. Photo credit: Northfield Mount Hermon School http://www.flickr.com/photos/nmhphotos/4008777735/in/set-72157622454626351/ ed Social Media Monday, May 10, 2010 If you’re talking about your great art program. Show students drawing by the creek. Highlight their work on a regular basis.
  • Show rather than tell. Photo credit: Vermont Academy http://www.flickr.com/photos/31278469@N04/3919640397 ed Social Media Monday, May 10, 2010 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.
  • Show rather than tell. ed Social Media Monday, May 10, 2010 We all talk about school spirit. Let your students capture it via short videos.
  • “Your fans love nothing more than to see what’s happening & feel connected to your school.” ed Social Media Monday, May 10, 2010 Your fans- students, parents, alums- love nothing more than to see & hear what their kids & their friends are doing.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 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.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 You don’t have to be a tech guru to produce content (from left to right- edSocialMedia’s Steve Ritchie & Ernest Koe; Hiram Cuevas, St. Christopher's School; Travis Warren, WhippleHill Communications). Point is that 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.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 It could come in the form of twitter...
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 ...or photo sharing sites like flickr...
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 or the most obvious of all... facebook...
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010 When you think about it from an institutional perspective, you likely already have a wealth of content capturing campus experiences. It’s a question of aggregating it and checking out the content from your ‘library’ when you need it.
  • Admission Timeline Browsing School Visit Yield for Schools & Follow Up Season ed Social Media Monday, May 10, 2010 Lets relate your content to the admission timeline to see how we can strengthen your relationships so that when an enrolled student steps on campus they feel like they’re already a connected member of the community. By the way, this is an approximation of course- it may differ in your office - but it works. Lets take the timeline and see how we can apply the tools & content to enhance & support what you’re already doing.
  • Admission Timeline Browsing for Schools ed Social Media Monday, May 10, 2010 This is an approximation of course- it may differ in your office . Lets take the timeline and see how we can apply these new tools to enhance & support what you’re already doing.
  • Admission Timeline Student & Family Profile •New family to boarding school •Structured environment •Talented writer •Soccer goalie (collegiate talent?) •Interest in audio/video production •Interests in science with a particular focus on sustainability ed Social Media Monday, May 10, 2010
  • Admission Timeline •New family to boarding school ed Social Media Monday, May 10, 2010
  • "When we blog, we tend to talk like humans. When we write home page copy, we write like marketing brochures" -Dharmesh Shah, Hubspot ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010 Even organizations like the New York Times & CNN have gone the way of the social web. They use all sorts of media to tell the story from different angles - even soliciting their readers for their opinions on news. Use of blogs allow their reporters to add frequent updates that may or may not be part of their daily reporting assignment. In many cases, they're expressing their points of view on a variety of topics and allowing their readers to get involved via comments.
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010 What do families want when they first come to your site? Proctor does a really nice job of weaving their content with that of their fans.
  • ed Social Media Monday, May 10, 2010
  • Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • Browsing for Schools & The Inquiry ed Social Media Monday, May 10, 2010 Hyde has a done a really nice job of talking about & showing their school in through many voices. They avoid typical marketing speak and focus on language that fits their culture. As a result they’re able to use images, video, sound & text to paint a clear picture of who they are and give families a reason to remain connected with them via their social media channels. They’re able to answer everyones questions & make folks feel warm and at ease.
  • ed Social Media Monday, May 10, 2010 They invite people to see what they do and they support it by consistently producing content that captures and presents what happens at Hyde. It comes in the form of streaming their twitter feed, like Proctor.
  • ed Social Media Monday, May 10, 2010 Using video produced by students & faculty to show events.
  • ed Social Media Monday, May 10, 2010 And inviting site visitors to not only read & watch, but ask questions...
  • ed Social Media Monday, May 10, 2010 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.
  • ed Social Media Monday, May 10, 2010 His posts capture the attention of prospective families and gives them a way to stay connected to what’s happening at Proctor- he helps them to envision what it’s like to be a Proctor student.
  • ed Social Media Monday, May 10, 2010 Northfield Mount Hermon’s NMHbook - a dedicated section of their site (www.nmhschool.org/nmhbook) that aggregates all of their social content providing an up- to-minute snapshot of what’s happening on campus both from the perspective of their faculty & students.
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • “Brian Rosenberg aka the President of Macalester College” ed Social Media Monday, May 10, 2010 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.
  • “I have received several hundred e-mail messages from alumni, parents, current and prospective students, as well as from other college presidents and from folks I simply cannot identify, and from countries including Pakistan, Japan, Spain, Singapore, and China —where one alumnus, from the class of 1950 no less, managed to circumvent the national blockage of YouTube and get the video directly from the college's server. Amazing.” The Chronicle of Higher Education http://chronicle.com/article/What-I-Learned-From-YouTube/65141/ ed Social Media Monday, May 10, 2010
  • “Yet positive responses to our annual-fund solicitations spiked after the video's appearance, reminding us that reputation, institutional pride, and general good will can have as significant an impact on development efforts as projects that are more deliberately focused on raising dollars—and are far more expensive. 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/ ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • Admission Timeline School Visit Yield Browsing & Inquiring & Follow Up Season ed Social Media Monday, May 10, 2010
  • Admission Timeline School Visit & Follow Up ed Social Media Monday, May 10, 2010
  • Photo credit: Pumbaa80 Interest in Soccer http://commons.wikimedia.org/wiki/File:Soccer_ball.svg ed Social Media Monday, May 10, 2010
  • Interest in Soccer ed Social Media Monday, May 10, 2010
  • Talented writer ed Social Media Monday, May 10, 2010
  • Interest in audio/video production ed Social Media Monday, May 10, 2010 Students in a new media course at New Hampton School have created & produced a weekly student produced news program called New Hampton TV. They report on a variety of topics from world news, to campus events, to humorous roving reporter bits.
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • Interest in audio/video production ed Social Media Monday, May 10, 2010 I showed this clip for 2 reasons - 1 it made me chuckle & 2 because it reminds me of the president’s day video.
  • 2,941 views October 2009 New Hampton School TV www.newhampton.org/tv ed Social Media Monday, May 10, 2010
  • Interests in science with a particular focus on sustainability ed Social Media Monday, May 10, 2010 How many schools in this room participate in the Green Cup Challenge? How many share your videos with prospective students & families, especially those who’ve demonstrated an interest this area?
  • Show rather than tell ed Social Media Monday, May 10, 2010 Every example of content that I showed you came from outside of the admission/ communication office. It’s a product of the classes, daily life, athletics and each does an excellent job of showing what it’s like to experience your schools. Perhaps even more so than a highly tailored marketing piece.
  • ed Social Media Monday, May 10, 2010 Facebook and tour guides.
  • Admission Timeline Browsing School Visit Yield for Schools & Follow Up Season ed Social Media Monday, May 10, 2010
  • Admission Timeline Yield Season ed Social Media Monday, May 10, 2010 Yield season
  • ed Social Media Monday, May 10, 2010 Facebook groups for a variety of purposes. Lets focus on newly admitted students. I can share Northfield’s approach: With every acceptance, they sent an invitation to join a facebook group. The students then went through, saw links and different discussion topics. Students run the discussion and talk to each other unless they asked a question NMH’s admission office had to answer. What are you all doing? Experimenting?
  • Yield Season ed Social Media Monday, May 10, 2010
  • Photo credit: shanebee Yield Season http://www.flickr.com/photos/shanesworld/21584252/ ed Social Media Monday, May 10, 2010
  • Yield Season ed Social Media Monday, May 10, 2010
  • Yield Season ed Social Media Monday, May 10, 2010
  • Jesse Bardo ed Social Media Monday, May 10, 2010 Last year Jesse Bardo was tasked with managing social media in their admission office.
  • ed Social Media Monday, May 10, 2010 NMH started out fast posting basic updates. Sports scores, travel schedules.
  • www.nmhschool.org ed Social Media Monday, May 10, 2010 Jesse understood that a web site is fast in terms of posting information, but that social media offered a faster, more focused opportunity to connect with fans of the school.
  • ed Social Media Monday, May 10, 2010 Social media provides an opportunity to publish instant information to large networks. But Jesse knew that he needed to do more than publish scores and travel schedules to excite their fans. He used these new tools to plug people into the incredible stories popping up on campus each day.
  • Newspaper SID Radio English Dept Math Dept Science Dept ed Social Media Monday, May 10, 2010 He built a network of people on campus. Folks feeding him stories about the goings on on campus.
  • ed Social Media Monday, May 10, 2010 His ‘sources’ loved seeing their stories appear on facebook, twitter, flickr, etc. The excitement fed their desire to provide Jesse with more information.
  • ed Social Media Monday, May 10, 2010 Majority of tweets or facebook updates point to an item of substance. Giving the fan or follower more to consume and additional reasons to connect.
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • ed Social Media Monday, May 10, 2010
  • 4394 1505 ed Social Media Monday, May 10, 2010 Great numbers supported by compelling, meaningful content. Makes the relationship that much stronger.
  • Photo credit: shanebee http://www.flickr.com/photos/shanesworld/21584252/ Final thoughts... •Focus on building your content library •Show rather than tell •Build on something that already works ed Social Media Monday, May 10, 2010
  • www.edsocialmedia.com ed Social Media Monday, May 10, 2010
  • Stay Connected! Peter Baron AdmissionsQuest Email pbaron@admissionsquest.com Phone (617) 623-4212 Twitter twitter.com/peterdbaron twitter.com/admissionsquest twitter.com/edsocialmedia Vimeo vimeo.com/boardingschools Youtube youtube.com/user/BoardingSchools Flickr flickr.com/photos/30990415@N02/ Site admissionsquest.com edSocialMedia edsocialmedia.com ed Social Media Monday, May 10, 2010