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    2013 isanne admissions 2013 isanne admissions Presentation Transcript

    • Fueling the funnel: Using social media to augment inquiries, enrollment, & retention @madelinesen edSocialMediaFriday, April 19, 13
    • ME!Friday, April 19, 13
    • ME!Friday, April 19, 13
    • ME! Who am I? Hi! I’m @madelinesen, a Mizzou J-school grad. Hails from MO & CO. Calls Portsmouth, NH home. Tweets about #media, #eco, #recipes @edSocialMediaFriday, April 19, 13
    • ME! Who am I? Hi! I’m @madelinesen, a Mizzou J-school grad. Hails from MO & CO. Calls Portsmouth, NH home. Tweets about #media, #eco, #recipes @edSocialMediaFriday, April 19, 13
    • ESMFriday, April 19, 13
    • ESMFriday, April 19, 13
    • ESM Who are we? edSocialMedia is a one-stop shop for anyone interested in exploring the role of social media. With our blog, webinars, workshops and summits, we show, tell and teach social media. In just three short years, edSocialMedia has trained more than 1,800 people with our hands-on social media bootcamp approach at workshops and seminars from northern New England to southern California.Friday, April 19, 13
    • ESM Who are we? edSocialMedia is a one-stop shop for anyone interested in exploring the role of social media. With our blog, webinars, workshops and summits, we show, tell and teach social media. In just three short years, edSocialMedia has trained more than 1,800 people with our hands-on social media bootcamp approach at workshops and seminars from northern New England to southern California.Friday, April 19, 13
    • The Summit 1 2Friday, April 19, 13Pinnacle:  the  big  event  for  us.  Where  we  were  able  to  bring  down  some  of  the  highest-­‐level  presenters  and  deliver  content  at  the  independent  and  higher  educa;on  level.  For  me,  there  were  two  key  trends  that  emerged  from  the  event:  1)  The  importance  of  the  Visual  Content  &  2)  The  importance  of  data,  datapoints  and  strategic  social  media  marke;ng,  nurtured  for  a  specific  audience  and  need.  
    • The Summit 1 2Friday, April 19, 13Pinnacle:  the  big  event  for  us.  Where  we  were  able  to  bring  down  some  of  the  highest-­‐level  presenters  and  deliver  content  at  the  independent  and  higher  educa;on  level.  For  me,  there  were  two  key  trends  that  emerged  from  the  event:  1)  The  importance  of  the  Visual  Content  &  2)  The  importance  of  data,  datapoints  and  strategic  social  media  marke;ng,  nurtured  for  a  specific  audience  and  need.  
    • The Summit 1 2Friday, April 19, 13Pinnacle:  the  big  event  for  us.  Where  we  were  able  to  bring  down  some  of  the  highest-­‐level  presenters  and  deliver  content  at  the  independent  and  higher  educa;on  level.  For  me,  there  were  two  key  trends  that  emerged  from  the  event:  1)  The  importance  of  the  Visual  Content  &  2)  The  importance  of  data,  datapoints  and  strategic  social  media  marke;ng,  nurtured  for  a  specific  audience  and  need.  
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Visual Web 1Friday, April 19, 13Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.Brand ambassadorship: empower the community to tell stories for you.Storytelling: Humanize and share experiences.Curation: Tapping the resources at hand.>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we showrather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to getthere, rather than just landing on the end goal.
    • Targeted Content 2 Multiple times a day Once a day Once a week Once a month Every once in a while Facebook 11% 10% 14% 8% 21% YouTube 7% 5% 9% 8% 21% Twitter 4% 4% 4% 3% 10% Instagram 4% 3% 3% 2% 6% Tumblr 2% 2% 3% 2% 6% Pinterest 2% 2% 3% 2% 5% 0% 18% 35% 53% 70%Friday, April 19, 13Specifically targeted data to help drive your decisions — both in the Admissions office as a whole, butalso in your social media marketing efforts.
    • Targeted Content 2 Multiple times a day Once a day Once a week Once a month Every once in a while Facebook 11% 10% 14% 8% 21% YouTube 7% 5% 9% 8% 21% Twitter 4% 4% 4% 3% 10% Instagram 4% 3% 3% 2% 6% Tumblr 2% 2% 3% 2% 6% Pinterest 2% 2% 3% 2% 5% 0% 18% 35% 53% 70%Friday, April 19, 13Specifically targeted data to help drive your decisions — both in the Admissions office as a whole, butalso in your social media marketing efforts.
    • STOP What IS social media? HOLD ON!Friday, April 19, 13
    • STOP What IS social media? HOLD ON!Friday, April 19, 13
    • Outbound MarketingFriday, April 19, 13Before  we  keep  going  on  how  to  accomplish  such  strong  visual  iden;ty  and  representa;on,  we  have  to  come  back  to  the  tools  at  hand,  and  we  have  to  figure  out  how  we  got  here.  
    • Outbound Marketing “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ”Friday, April 19, 13Before  we  keep  going  on  how  to  accomplish  such  strong  visual  iden;ty  and  representa;on,  we  have  to  come  back  to  the  tools  at  hand,  and  we  have  to  figure  out  how  we  got  here.  
    • Inbound Marketing wikipediaFriday, April 19, 13For  me  it  boils  down  to  this...  Schools  have  to  re-­‐think  about  the  way  they  craJ  content.  They  are  now  the  media  organiza;on.  They  are  the  journalists  and  the  reporters.  Maybe  you  heard  Sven  talk  about  it  yesterday  in  his  session?  
    • Inbound Marketing “Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in"” wikipediaFriday, April 19, 13For  me  it  boils  down  to  this...  Schools  have  to  re-­‐think  about  the  way  they  craJ  content.  They  are  now  the  media  organiza;on.  They  are  the  journalists  and  the  reporters.  Maybe  you  heard  Sven  talk  about  it  yesterday  in  his  session?  
    • SocialFriday, April 19, 13What’s  the  dirty  liPle  secret  to  social  media?  When  is  it  ;me  well  spent?  
    • Social These tools allow for a real conversation between publisher & fans/friends. We "earn our way in" (via publishing helpful information on a blog etc.)...” and fans/friends drive the stories that should be shared...Friday, April 19, 13What’s  the  dirty  liPle  secret  to  social  media?  When  is  it  ;me  well  spent?  
    • Friday, April 19, 13You  do  this  by  crea;ng  &  sharing  compelling  content  that  speaks  to  these  fundamental  needs.  Your  school  enjoys  a  fan  base  that,  for  lack  of  a  bePer  word,  “consume”  your  narra;ve  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,  narra;ves,  happenings  and  achievement  on  campus.    Show  the  ways  students  are  growing  and  learning-­‐  real  and  substan;ve.    Engage  your  fans  by  sharing  the  school  experience.
    • Friday, April 19, 13You  do  this  by  crea;ng  &  sharing  compelling  content  that  speaks  to  these  fundamental  needs.  Your  school  enjoys  a  fan  base  that,  for  lack  of  a  bePer  word,  “consume”  your  narra;ve  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,  narra;ves,  happenings  and  achievement  on  campus.    Show  the  ways  students  are  growing  and  learning-­‐  real  and  substan;ve.    Engage  your  fans  by  sharing  the  school  experience.
    • ContentFriday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see. Engaging Facebook posts.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see. Engaging Slices of Facebook life in the posts. classroom.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see. Engaging Slices of A peak Facebook life in the behind the posts. classroom. curtain.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Content Create content that people actually want to see. Engaging Slices of A peak Stories Facebook life in the behind the behind the posts. classroom. curtain. school.Friday, April 19, 13Very  specific  content,  target  content  that  specific  demographics  want  to  interact  with...  want  to  engage  with  because  it  is  craJed  just  for  them.  
    • Your SchoolFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School The Sweet SpotFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School The Sweet Spot Insta gramFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Pinte rest The Sweet Spot Insta gramFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Bloggin rest g Pinte The Sweet Spot Insta gramFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Bloggin rest g Pinte The Sweet Spot Insta gram chat SnapFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Googl e+ Bloggin rest g Pinte The Sweet Spot Insta gram chat SnapFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Googl e+ Bloggin rest g Pinte The Sweet Spot Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your School Googl e+ Bloggin rest g Pinte The Sweet Spot Lin kedIn Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your Pheed School Googl e+ Bloggin rest g Pinte The Sweet Spot Lin kedIn Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your Pheed School Googl e+ Bloggin rest g Pinte The Sweet Spot Lin kedIn Tu mblr Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your Pheed School Googl e+ Bloggin rest g Pinte Twitter The Sweet Spot Lin kedIn Tu mblr Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Your Pheed School Googl e+ Vine Bloggin rest g Pinte Twitter The Sweet Spot Lin kedIn Tu mblr Faceb gram ook Insta Snap chatFriday, April 19, 13Brandon  Croke’s  Snapchat  strategy
    • Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
    • Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
    • Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
    • Friday, April 19, 13Instead  of  throwing  darts  at  a  board,  ge`ng  all  these  tools  in  place  and  expec;ng  huge  results  to  come,  we  invest  our  ;me,  team  and  efforts  into  a  specific,  highly  target  space.  hPp://www.flickr.com/photos/shezamm/5826102661/sizes/o/in/photostream/hPp://www.flickr.com/photos/mikebehnken/5343485804/sizes/l/in/photostream/
    • Friday, April 19, 13Instead  of  throwing  darts  at  a  board,  ge`ng  all  these  tools  in  place  and  expec;ng  huge  results  to  come,  we  invest  our  ;me,  team  and  efforts  into  a  specific,  highly  target  space.  hPp://www.flickr.com/photos/shezamm/5826102661/sizes/o/in/photostream/hPp://www.flickr.com/photos/mikebehnken/5343485804/sizes/l/in/photostream/
    • Friday, April 19, 13Instead  of  just  crea;ng  content,  we’re  crea;ng  content  with  a  purpose.  CRAFTING:  Editorial  planning  and  strategic  planning:  Through  authen;c,  visual,  highly  targeted  content  for  specific  roles.Demographic  report:  hPp://pewinternet.org/Reports/2013/Social-­‐media-­‐users/Social-­‐Networking-­‐Site-­‐Users/Demo-­‐portrait.aspxp:  hPp://www.flickr.com/photos/jnicho02/2637002496/
    • Friday, April 19, 13Instead  of  just  crea;ng  content,  we’re  crea;ng  content  with  a  purpose.  CRAFTING:  Editorial  planning  and  strategic  planning:  Through  authen;c,  visual,  highly  targeted  content  for  specific  roles.Demographic  report:  hPp://pewinternet.org/Reports/2013/Social-­‐media-­‐users/Social-­‐Networking-­‐Site-­‐Users/Demo-­‐portrait.aspxp:  hPp://www.flickr.com/photos/jnicho02/2637002496/
    • The FunnelFriday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries & Leads  Interviews / Visits Applicants / Enrollment Retention Applicants / EnrollmentFriday, April 19, 13
    • RolesFriday, April 19, 13First  step  in  the  process:  ID  which  role  you’re  marke;ng  toward40%  of  schools  arent  marke;ng  their  schools  effec;vely  and  or  large  part  are  having  trouble  showcasing  their  USP  re:  compe;tors  schools
    • Roles MomsFriday, April 19, 13First  step  in  the  process:  ID  which  role  you’re  marke;ng  toward40%  of  schools  arent  marke;ng  their  schools  effec;vely  and  or  large  part  are  having  trouble  showcasing  their  USP  re:  compe;tors  schools
    • Roles Moms DadsFriday, April 19, 13First  step  in  the  process:  ID  which  role  you’re  marke;ng  toward40%  of  schools  arent  marke;ng  their  schools  effec;vely  and  or  large  part  are  having  trouble  showcasing  their  USP  re:  compe;tors  schools
    • Roles Moms Dads Prospective StudentFriday, April 19, 13First  step  in  the  process:  ID  which  role  you’re  marke;ng  toward40%  of  schools  arent  marke;ng  their  schools  effec;vely  and  or  large  part  are  having  trouble  showcasing  their  USP  re:  compe;tors  schools
    • Roles Moms Dads Prospective Student RetentionFriday, April 19, 13First  step  in  the  process:  ID  which  role  you’re  marke;ng  toward40%  of  schools  arent  marke;ng  their  schools  effec;vely  and  or  large  part  are  having  trouble  showcasing  their  USP  re:  compe;tors  schools
    • FocusFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus FacebookFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus Facebook TwitterFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus Facebook Twitter WordpressFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus Facebook Twitter Wordpress VideosFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus Facebook Twitter Wordpress Videos PinterestFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • Focus Facebook Twitter Wordpress Videos Pinterest InstagramFriday, April 19, 13Second  step:  ID  which  plalorm  works  the  best  for  your  community?  
    • The mixFriday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What am I good at?Friday, April 19, 13What  assets  do  I  have  on  my  team?  What  style  of  content  works  well  with  my  community?  Who  do  I  have  on  my  team?  
    • The mix What does my community crave?Friday, April 19, 13
    • The mix What does my community crave?Friday, April 19, 13
    • The mix What does my community crave?Friday, April 19, 13
    • The mix What does my community crave?Friday, April 19, 13
    • The mix What does my community crave?Friday, April 19, 13
    • Case studies So how are schools doing this?Friday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries / Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries / Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • Friday, April 19, 13
    • Inquiries & LeadsFriday, April 19, 13
    • Inquiries & LeadsFriday, April 19, 13
    • Friday, April 19, 13Sewickley  &  Gould  Academy
    • Inquiries & LeadsFriday, April 19, 13Sewickley  &  Gould  Academy
    • Inquiries & LeadsFriday, April 19, 13Sewickley  &  Gould  Academy
    • Friday, April 19, 13The  Derryfield  School
    • Inquiries & LeadsFriday, April 19, 13The  Derryfield  School
    • Inquiries & LeadsFriday, April 19, 13The  Derryfield  School
    • Friday, April 19, 13
    • Inquiries & LeadsFriday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13So  many  of  you  said  yesterday  that  “once  a  student  gets  on  campus,  you  believe  that  you  can  get  them  into  the  pipeline...”  So  how  do  you  get  them  there?So  many  avenues  to  take:  The  Hun  School  of  Princeton  &  Facebook  ads,  etc.  Google+
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13So  many  of  you  said  yesterday  that  “once  a  student  gets  on  campus,  you  believe  that  you  can  get  them  into  the  pipeline...”  So  how  do  you  get  them  there?So  many  avenues  to  take:  The  Hun  School  of  Princeton  &  Facebook  ads,  etc.  Google+
    • Visits - Open Houses - InterviewsFriday, April 19, 13If  you  do  all  the  work  with  your  Marke;ng  &  Communica;ons  team  to  create  content  meaningful  for  the  Admissions  pipeline,  why  not  direct  them  there?  
    • Visits - Open Houses - InterviewsFriday, April 19, 13Imagine  if  you  hit  a  “home  run”  as  an  enrollment  manager:  Would  your  picture-­‐perfect  scenario  generate  more  than  45,000  video  views,  17  pages  of  alumni  comments,  and  oh,  30+  addi;onal  students  in  your  freshman  class?Seek  &  Find  /  Senior-­‐led  sequences  /  ONLY  2,  1.5  hour  days  /  Facebook  posts  to  page  (all  in  video)  /  VIRAL  (54,000+)
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • Applicants - EnrollmentFriday, April 19, 13Walnut  Hill  School  for  the  Arts:  Amanda  &  Rebekka  made  the  first  "Welcome  to  Walnut  Hill!"  video  for  accepted  students  in  2010.    It  was  then  turned  over  to  students  for  the  majority  of  produc;on  for  the  next  two  years.    Amanda  oversees  students  producing  the  videos  now.
    • Applicants - EnrollmentFriday, April 19, 13Ultra-­‐specialized  aPen;on  (for  the  blue-­‐chip  kids?).  Hans  Mundhal,  New  Hampton  School:  “For  example  I  was  working  to  recruit  a  student  who  is  interested  in  media  &  science  (two  subjects  Im  involved  with  here)  and  I  sent  him  an  email  with  a  link  to  this  video.”
    • Applicants - EnrollmentFriday, April 19, 13Facebook group to welcome them into the family. Allow for student conversation & discussion.Group rather than a page.Enough engaging content.Admission office own it?Drew Millikin, Director of Recent Graduate Relations, Groton School
    • Applicants - EnrollmentFriday, April 19, 13Facebook group to welcome them into the family. Allow for student conversation & discussion.Group rather than a page.Enough engaging content.Admission office own it?Drew Millikin, Director of Recent Graduate Relations, Groton School
    • Applicants - EnrollmentFriday, April 19, 13Facebook group to welcome them into the family. Allow for student conversation & discussion.Group rather than a page.Enough engaging content.Admission office own it?Drew Millikin, Director of Recent Graduate Relations, Groton School
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13
    • Friday, April 19, 13Social  Media  Audit:  From  a  school  burs;ng  with  pride.  Burs;ng  with  excitement  and  camaraderie.This  is  where  you  get  to  illustrate  the  ancillary  pieces  of  life  at  your  school.  And  maybe  this  is  where  you  begin  to  rely  more  on  your  communica;ons  &  marke;ng  teams  to  help  augment  your  efforts.  
    • RetentionFriday, April 19, 13Social  Media  Audit:  From  a  school  burs;ng  with  pride.  Burs;ng  with  excitement  and  camaraderie.This  is  where  you  get  to  illustrate  the  ancillary  pieces  of  life  at  your  school.  And  maybe  this  is  where  you  begin  to  rely  more  on  your  communica;ons  &  marke;ng  teams  to  help  augment  your  efforts.  
    • RetentionFriday, April 19, 13Social  Media  Audit:  From  a  school  burs;ng  with  pride.  Burs;ng  with  excitement  and  camaraderie.This  is  where  you  get  to  illustrate  the  ancillary  pieces  of  life  at  your  school.  And  maybe  this  is  where  you  begin  to  rely  more  on  your  communica;ons  &  marke;ng  teams  to  help  augment  your  efforts.  
    • RetentionFriday, April 19, 13Social  Media  Audit:  From  a  school  burs;ng  with  pride.  Burs;ng  with  excitement  and  camaraderie.This  is  where  you  get  to  illustrate  the  ancillary  pieces  of  life  at  your  school.  And  maybe  this  is  where  you  begin  to  rely  more  on  your  communica;ons  &  marke;ng  teams  to  help  augment  your  efforts.  
    • Friday, April 19, 13Administrator  on  your  Facebook  page.  This  is  why  you  should  be.  You  can  contribute  to  the  message  at  hand.  
    • RetentionFriday, April 19, 13Administrator  on  your  Facebook  page.  This  is  why  you  should  be.  You  can  contribute  to  the  message  at  hand.  
    • RetentionFriday, April 19, 13Administrator  on  your  Facebook  page.  This  is  why  you  should  be.  You  can  contribute  to  the  message  at  hand.  
    • RetentionFriday, April 19, 13Administrator  on  your  Facebook  page.  This  is  why  you  should  be.  You  can  contribute  to  the  message  at  hand.  
    • RetentionFriday, April 19, 13Administrator  on  your  Facebook  page.  This  is  why  you  should  be.  You  can  contribute  to  the  message  at  hand.  
    • Friday, April 19, 13Fessenden  School.  Travis  Warren.  Internal  audience.  All  boys,  par;al  boarding  school.Can  your  teaching  faculty  help  you  get  to  a  bePer  place  of  sharing  content?
    • RetentionFriday, April 19, 13Fessenden  School.  Travis  Warren.  Internal  audience.  All  boys,  par;al  boarding  school.Can  your  teaching  faculty  help  you  get  to  a  bePer  place  of  sharing  content?
    • RetentionFriday, April 19, 13Fessenden  School.  Travis  Warren.  Internal  audience.  All  boys,  par;al  boarding  school.Can  your  teaching  faculty  help  you  get  to  a  bePer  place  of  sharing  content?
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13College  acceptance  and  reten;on  lists.  School  vitality  &  health.  
    • The Funnel Your School’s Funnel Inquiries & Leads  Visits / Open Houses / Interviews Applicants / Enrollment Retention AlumniFriday, April 19, 13College  acceptance  and  reten;on  lists.  School  vitality  &  health.  
    • Friday, April 19, 13Evertrue  ar;cle:  The  contest  asked  alumni,  students,  parents,  faculty  and  staff  to  submit  their  Instagram  shots  of  campus  and  school  ac;vi;es.  While  the  school’s  Facebook  page  was  used  to  host  the  contest  and  facilitate  the  vo;ng  (the  shot  with  the  most  “likes”  won  the  contest),  Middlesex  also  promoted  this  on  their  website  and  ended  up  with  76  submissions  and  1197  “likes”/votes  total.
    • AlumniFriday, April 19, 13Evertrue  ar;cle:  The  contest  asked  alumni,  students,  parents,  faculty  and  staff  to  submit  their  Instagram  shots  of  campus  and  school  ac;vi;es.  While  the  school’s  Facebook  page  was  used  to  host  the  contest  and  facilitate  the  vo;ng  (the  shot  with  the  most  “likes”  won  the  contest),  Middlesex  also  promoted  this  on  their  website  and  ended  up  with  76  submissions  and  1197  “likes”/votes  total.
    • AlumniFriday, April 19, 13Evertrue  ar;cle:  The  contest  asked  alumni,  students,  parents,  faculty  and  staff  to  submit  their  Instagram  shots  of  campus  and  school  ac;vi;es.  While  the  school’s  Facebook  page  was  used  to  host  the  contest  and  facilitate  the  vo;ng  (the  shot  with  the  most  “likes”  won  the  contest),  Middlesex  also  promoted  this  on  their  website  and  ended  up  with  76  submissions  and  1197  “likes”/votes  total.
    • AlumniFriday, April 19, 13Evertrue  ar;cle:  The  contest  asked  alumni,  students,  parents,  faculty  and  staff  to  submit  their  Instagram  shots  of  campus  and  school  ac;vi;es.  While  the  school’s  Facebook  page  was  used  to  host  the  contest  and  facilitate  the  vo;ng  (the  shot  with  the  most  “likes”  won  the  contest),  Middlesex  also  promoted  this  on  their  website  and  ended  up  with  76  submissions  and  1197  “likes”/votes  total.
    • AlumniFriday, April 19, 13Evertrue  ar;cle:  The  contest  asked  alumni,  students,  parents,  faculty  and  staff  to  submit  their  Instagram  shots  of  campus  and  school  ac;vi;es.  While  the  school’s  Facebook  page  was  used  to  host  the  contest  and  facilitate  the  vo;ng  (the  shot  with  the  most  “likes”  won  the  contest),  Middlesex  also  promoted  this  on  their  website  and  ended  up  with  76  submissions  and  1197  “likes”/votes  total.
    • Friday, April 19, 13To  illustrate  where  the  students  and  seniors  are  heading  next,  Sewickley  Academy  illustrated  their  gradua;ng  class  through  Pinterest  photos  with  detailed  cap;ons.  Click-­‐through  to  a  page  on  their  website.  Show,  Don’t  Tell  :  Also  Facebook  album?  Also  on  the  blog?  
    • AlumniFriday, April 19, 13To  illustrate  where  the  students  and  seniors  are  heading  next,  Sewickley  Academy  illustrated  their  gradua;ng  class  through  Pinterest  photos  with  detailed  cap;ons.  Click-­‐through  to  a  page  on  their  website.  Show,  Don’t  Tell  :  Also  Facebook  album?  Also  on  the  blog?  
    • AlumniFriday, April 19, 13To  illustrate  where  the  students  and  seniors  are  heading  next,  Sewickley  Academy  illustrated  their  gradua;ng  class  through  Pinterest  photos  with  detailed  cap;ons.  Click-­‐through  to  a  page  on  their  website.  Show,  Don’t  Tell  :  Also  Facebook  album?  Also  on  the  blog?  
    • AlumniFriday, April 19, 13To  illustrate  where  the  students  and  seniors  are  heading  next,  Sewickley  Academy  illustrated  their  gradua;ng  class  through  Pinterest  photos  with  detailed  cap;ons.  Click-­‐through  to  a  page  on  their  website.  Show,  Don’t  Tell  :  Also  Facebook  album?  Also  on  the  blog?  
    • What IS social media? HOLD ON! So what’s the main medium of content?Friday, April 19, 13
    • Racing to to Tweeting 2000 followers! 1000 fans!Friday, April 19, 13It’s  not  just  about  being  on  the  social  channels.  It’s  not  just  about  being  there  and  crea;ng  noise;  it’s  about  strategizing  about  who  you’re  trying  to  target  and  why  you’re  trying  to  target  them.  How  can  you  make  them  feel  special?  How  can  you  make  them  feel  a  part  of  the  wonderful  community  that  you  help  breed?  
    • Racing to 2000 fans!Friday, April 19, 13It’s  not  just  about  being  on  the  social  channels.  It’s  not  just  about  being  there  and  crea;ng  noise;  it’s  about  strategizing  about  who  you’re  trying  to  target  and  why  you’re  trying  to  target  them.  How  can  you  make  them  feel  special?  How  can  you  make  them  feel  a  part  of  the  wonderful  community  that  you  help  breed?  
    • Friday, April 19, 13You  do  this  by  crea;ng  &  sharing  compelling  content  that  speaks  to  these  fundamental  needs.  Your  school  enjoys  a  fan  base  that,  for  lack  of  a  bePer  word,  “consume”  your  narra;ve  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,  narra;ves,  happenings  and  achievement  on  campus.    Show  the  ways  students  are  growing  and  learning-­‐  real  and  substan;ve.    Engage  your  fans  by  sharing  the  school  experience.
    • RolesFriday, April 19, 13Constantly  analyzing  the  data  that  you’ve  been  tracking.  Constantly  looking  at  how  and  who  is  interac;ng  with  your  content.
    • Roles MomsFriday, April 19, 13Constantly  analyzing  the  data  that  you’ve  been  tracking.  Constantly  looking  at  how  and  who  is  interac;ng  with  your  content.
    • Roles Moms DadsFriday, April 19, 13Constantly  analyzing  the  data  that  you’ve  been  tracking.  Constantly  looking  at  how  and  who  is  interac;ng  with  your  content.
    • Roles Moms Dads Prospective StudentFriday, April 19, 13Constantly  analyzing  the  data  that  you’ve  been  tracking.  Constantly  looking  at  how  and  who  is  interac;ng  with  your  content.
    • Roles Moms Dads Prospective Student RetentionFriday, April 19, 13Constantly  analyzing  the  data  that  you’ve  been  tracking.  Constantly  looking  at  how  and  who  is  interac;ng  with  your  content.
    • FocusFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus FacebookFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus Facebook TwitterFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus Facebook Twitter WordpressFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus Facebook Twitter Wordpress VideosFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus Facebook Twitter Wordpress Videos PinterestFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Focus Facebook Twitter Wordpress Videos Pinterest InstagramFriday, April 19, 13And  then  finding  that  perfect  marriage  of  what  works  in  your  online  community  and  what  works  in  your  real  life  community.  
    • Contact Me Madeline Riley edSocialMedia Community Manager @edsocialmedia // @madelinesen madeline@edsocialmedia.comFriday, April 19, 13