The Social Media Playbook on Pinterest with The Hun School: CASE-NAIS 2013

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Explore when, how and why to start a Pinterest campaign for independent schools. Meghan Kreger Poller, Associate Director of Communications for Electronic Media at the Hun School of Princeton (New …

Explore when, how and why to start a Pinterest campaign for independent schools. Meghan Kreger Poller, Associate Director of Communications for Electronic Media at the Hun School of Princeton (New Jersey), @sjpoller. Part Two of the edSocialMedia Pre-Conference Forum.

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  • 1. THE SOCIAL MEDIA PLAYBOOKPINTEREST } Meghan Kreger Poller, The Hun School of Princeton meghanpoller@hunschool.org
  • 2. THE HUN SCHOOL OF PRINCETON• Day and Boarding School• 6 -8 grade 100 students• 9 – PG 500 students• International Student Program• Academic Learning Skills Program• Challenges: • New Leadership • New Office • Below Capacity Annual Giving • Community Reputation/Admissions Image
  • 3. BRAND IDENTITY Process of Discovery Task Force & Messaging Strategic Plan Early Workshop Spring 2009 Research 2009 - 2010 Key Marketing/ Creative Messages Office Launch Development Spring 2010 Fall 2010 Spring/Fall Special and Signature Program Messaging Current
  • 4. CONTENT MARKETING PLANNING• ink about the outcomes you are hoping to achieve and how the content you create will help you get there• Who are you trying to reach and what other groups will you reach in the process?• How will you deliver your content?• How can you recycle and relaunch content?• What are your media strengths?• If all else fails, what will rally your base?
  • 5. WHAT IS PINTEREST?• Pinterest is a virtual pinboard.• Mission - to connect everyone in the world through the things they find.• Organize, plan, share, and browse• Fastest growing social media site • 3rd largest social network – Facebook, Twitter, Pinterest, Tumblr, LinkedIn • 25 million unique users a month
  • 6. WHO IS USING PINTERST? • 28.1% - Annual Household Income Over $100,000 • 50% - Users with Children • 68.2% - Female (some sources list it as high as 80%) • Ages 24 – 54 • Boommers, Boommerangs, Gen Xers, and Millennials • Online Shoppers - the average order value is $179.36 on Pinterest versus $80.22 on Facebook.http://www.modea.com/blog/pinterest-infographic
  • 7. DEMOGRAPHICSe Pinterest Demographics are Aligned with our Demography Ages 35-45 (Generation X) College-educated Household income $250,000+ and have children ages 9-14 Personal relationships are important Value highly their online communities Care less about leadership opinions and more about action ey crave transparency, honesty, and real issues Impassioned about the products and places they believe in Peer opinions carry more weight than leadership or media
  • 8. CONTENT MARKETING STRATEGY• e use of Pinterest is in line with our content marketing strategy • e use of dynamic content and stories as the primary means to market your school. • Connect • Engage • Share Personal relationships are important Value highly their online communities Care less about leadership opinions and more about action
  • 9. WHY PIN? THE USER.
  • 10. WHY PIN? PLAN AND ORGANIZE !
  • 11. WHY PIN? CONNECT AND BROWSE
  • 12. YOUR SCHOOL PINNED
  • 13. GETTING STARTED: PINTEREST BUSINESS ACCOUNT• Use Twitter or Email• Business Pages - launched in November • Verify School Website • Promote Pinterest Presence • Measure Results• Pin It Bookmark• Get Started
  • 14. CREATING BOARDS - OUTCOMESWhat stories are you telling? Are they interesting? Do they reflectyour outcomes?
  • 15. CREATING BOARDS - OUTCOMESDo they reflect your outcomes?
  • 16. CREATING BOARDS - MESSAGINGDo they reflect your messaging?
  • 17. CREATING BOARDS - PROGRAMSDo they reflect your programs?
  • 18. CREATING BOARDS - PROGRAMSDo they reflect your programs?
  • 19. CREATING BOARDS - TRADITIONSDo they reflect your traditions?
  • 20. CREATING BOARDS - TRADITIONSDo they reflect your traditions?
  • 21. CREATING BOARDS - MARKETDo they reflect your audience and market?
  • 22. CREATING BOARDS - MARKETDo they reflect your audience and market?
  • 23. CREATING BOARDS - MESSAGINGDo they reflect your audience and market?
  • 24. CREATING BOARDS - MARKETDo they reflect your audience and market?
  • 25. CREATING BOARDS – MAKING THE CASEDo they help make the case for giving?
  • 26. SHARE CONTENT ACROSS PLATFORMS• Use those Twitter #’s!• Board Widgets• RSS Readers• Facebook
  • 27. FOOD FOR THOUGHT – WEBSITE CONTENT• Create Visual Content• Use Infographics• Overlay Text with Photos
  • 28. ANALYZE• Pins from your website – pinterest.com/source/ yourdomain
  • 29. ANALYZE• Pinterest Presence – www.pinreach.com
  • 30. “No other industry I know is so under-invested in marketing as Independent Schools. If we were to start over with a new product, we would invest 10% of our budget in marketing and sales. Very few schools invest even 5% …” - Pat Bassett, President NAIS