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Social Media For School Admissions: Facts, Stats and Trends

Social Media For School Admissions: Facts, Stats and Trends


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  • 1. Socially Acceptable Making Social Media Work for Admissions Marisa Peacock Silverpoint May 15, 2012
  • 2. What we’re going to cover  Why: Trends & Statistics, Social Media Usage  What: Using Content to Tell Stories  Who: Your Audience  How: Getting it Done  Staffing  Your website  Pinterest  Google+  Tumblr  Instagram
  • 3. 3 Why: Social Media Usage
  • 4. Why: Social Media Expands Beyond Facebook, Twitter  In the last year, we’ve seen new social networks emerge: Google+, Pinterest, Tumblr among others  Pinterest now has over 10.4 million registered users, 97.7% are female  Google+ has 100 million users  Instagram has 50 million users  Tumblr has 42.6 million blogs
  • 5. 5 Why: Social Media Usage Source: ComScore
  • 6. 6 Why: Social Media Usage - Pinterest Source: SiteAnlalytics.compete.com
  • 7. 7 Why: Social Media Usage-Google+ Source: Flowtown
  • 8. Why: Social Media Usage- Tumblr Source: Mashable
  • 9. 9 Why: Social Media Usage- Instagram Source: Online Colleges
  • 10. 10 What: Using Content to Tell Stories
  • 11. What: Visual Content  New social media platforms favor visual content  Let your digital assets find their voice  Tap into emotion  Be interesting and/or humorous  Ask questions and solicit responses  Learn to let pictures promote your brand  Social media can be an extension of your view book
  • 12. What: It’s (Always) About Content  Social Media content is…  Updated reasonably regularly  Timely  What happened/is happening this week  Not what happened last month  Expected to ask questions & ask others to share their experiences
  • 13. What: The Good News About Content  Good news!  You have things happening every day that are actually interesting  You are (hopefully) already creating great content  And it’s easy to put this content onto social media  It’s actually pretty easy  Seriously, it’s not all that hard  Also, feel free to repurpose digital assets into informal social media ready “snippets”
  • 14. What: Sources of Content  You have the sources  Administrators – News/blogs, events  Faculty & Students – Class projects, trips, artwork  Coaches – Scores, game recaps  Alumni – Their lives and memories, archives  Let them contribute!  Your fans will get involved and conversations will happen
  • 15. 15 What: Your School’s Stories  Schools on Tumblr  http://choatemusic.tumblr.com/  http://hotchkisslookbook.tumblr.com/  Schools on Pinterest  http://pinterest.com/sewickley1838/  http://pinterest.com/mastersny/
  • 16. 16 What: Your School’s Stories  Schools on Google+  Choate Rosemary Hall  The Hun School  Schools on Instagram  Hathaway Brown  Ithaca College  Oberlin
  • 17. 17 Who: Your Audience
  • 18. 18 Who: Your Audience is Changing  The way people are responding on social media tools is changing. The applications or social media tools have altered and audiences have shifted or grown.  Long winded wordy posts are being replaced with more and more visual, impactful content like photos and video.
  • 19. Who: Your Audience & Your Content  Note that there is a tremendous overlap in the content that is of interest to these groups Priorities one two three Prospective Families About News Events Current Families Events News Alumni News Events
  • 20. 20 Who: Find Your Audience See what content they are already pinning from your website: http://www.pinterest.c om/source/yourwebsit e
  • 21. 21 How: Getting it Done
  • 22. Before We Proceed…  Q: Does this mean I don’t need a Facebook page or Twitter presence?  A: No. Many, if not all of these additional platforms can be integrated within your Facebook page and Twitter profile.  Visual content allows you to connect with your users as the expand networks.
  • 23. Getting it Done: Social Media Policies  How does copyright affect your digital assets? use watermarks, and cite sources as appropriate, especially when using user- generated or professional content.  Get permission to use photos of alumnae, students, guest speakers, as necessary.
  • 24. Getting it Done: The Big Picture  Don’t over-think your strategy, keep it simple  Don’t be afraid to post a single piece of content “everywhere” (website, Pinterest, Tumblr)  There is a big overlap in the content that is of interest to current and prospective families  Experiment with content -- see what gets noticed.
  • 25. Getting it Done: Staffing for Social Media  Set a Reasonable Goal  At least a few posts per week  Create a calendar/topics  Schedule contributions and give people tips and templates  Put someone in charge  Give them the ability to gather and post content  Don’t forget the weekend!
  • 26. Getting it Done: Your Website  Providing links  Only link to where you are active!  Homepage and/or where they are accessible on every page (header or footer)  You can also provide links on specific pages, but there should be some reason  Don’t feel like you have to send them “away”  You can use embed tools to place feeds on your pages  Tumblr Feed  Instagram feeds  Pin boards
  • 27. 27 Getting it Done: Your Website
  • 28. Getting it Done: Your Website
  • 29. 29 How: Pinterest
  • 30. How: Pinterest  Showcase Your School  Show off buildings, popular classes, campus  Reflect Your School’s Lifestyle  Promote traditions, history, mission  Crowdsource  Ask users to pin an image of themselves wearing School uniform, emblem, gear  Provide Behind-the-Scenes Access  provide backstage access or yet-to-be-seen images of school teams and guest speakers  Promote Buzz  used a collaborative board to pin favorite photos, trends and clips from past week's events.
  • 31. 31 Getting it Done: Pinterest  Measure Your Reach  www.pinreach.com  www.pinpuff.com  www.pinerly.com  Pin a Quote/Share As Image  www.shareasimage.com
  • 32. 32 How: Instagram
  • 33. How: Instagram  Keep content fresh, interactive, and aligned with the brand attributes you want your fans to notice  Post pictures that have meaning to your users and induce shares  Encourage users to get involved in your content creation.  Give followers a better understanding of how what happens at your school.
  • 34. 34 Getting it Done: Instagram  Embed photos  www.embedagram.com  Measure engagement  statigr.am  Create a vanity url  followgram.me  Send a postcard  postagramapp.com
  • 35. 35 How: Tumblr
  • 36. How: Tumblr  Share small chunks of media  Share others content  Provide relevant, thematic content  Tag your posts: use words that are specific  Curate your best content: share from other social media sites, blogs  Use a Watermark:  drives people back to your site no matter how many times it gets reblogged and expanded across the Tumblr.
  • 37. Getting it Done: Tumblr  Be productive:  HelloTxt.com: updates all of your social networks from the web, email or third party applications all at once, including your tubmlr.  Tumblr Post: post photos, videos, mp3s, quotes and links to your Tumblr page by dragging and dropping content onto the extension's status bar icon (addons.mozilla.org/en- US/firefox/addon/tumblr-post/)
  • 38. 38 How: Google+
  • 39. How: Google+  Segment and create content for followers, leads and other people you do business with  Engage user who find you via Google searches  Use hangouts to have Live Q&As, discussion forums  Create unique content -- avoid cross posting.
  • 40. 40 Getting it Done: Google+
  • 41. 41 Getting it Done: Google+  Promote your Google+ Page, Feed  Google+ Widgets: (gplusapi.appspot.com)  Compare Stats  SocialStatistics.com  Find People  FindPeopleOnPlus.com  Share across networks  Extended Share for Google+ (Chrome only)  G++ (Firefox & Chrome)
  • 42. Final Thoughts  Define your goals and have a plan – start small, but start well!  Gather & Investigate  Look at what others are doing (not just schools)  Be realistic about what you can do  Think strategy, tie-ins with existing content and brand, leveraging what you already have in place  It’s inevitable - you might as well have fun with it