meeting of
the minds



             www.OurKidsMedia.com
Top Five Tips
for Social Media for Your School

                                   www.OurKidsMedia.com
be helpful



             www.OurKidsMedia.com
it’s important
because...


                 www.OurKidsMedia.com
you should use
it because...


                 www.OurKidsMedia.com
www.OurKidsMedia.com
our website viewers
Twitter – 4500/month
Facebook – 2500/month




                        www.OurKidsMedia.com
1.
1 person, 1 hour/day

                   www.OurKidsMedia.com
www.OurKidsMedia.com
2.
start at Facebook

                    www.OurKidsMedia.com
goal=show leadership




               www.OurKidsMedia.com
leverage your skills




                  www.OurKidsMedia.com
www.OurKidsMedia.com
400 000 000



              www.OurKidsMedia.com
55 minutes



             www.OurKidsMedia.com
www.OurKidsMedia.com
38 year old woman



             www.OurKidsMedia.com
www.OurKidsMedia.com
WOM

      www.OurKidsMedia.com
newsfeed
• fans (likers?)
• fans’ friends



                   www.OurKidsMedia.com
facebook.com/
username


                www.OurKidsMedia.com
3.
be on   +

            www.OurKidsMedia.com
#2 engine



            www.OurKidsMedia.com
google juice



               www.OurKidsMedia.com
there vs. perfect

              www.OurKidsMedia.com
there vs. perfect

              www.OurKidsMedia.com
www.OurKidsMedia.com
here, today


          www.OurKidsMedia.com
33% 33% 33%


              www.OurKidsMedia.com
hootsuite.com
• team tweeting
• scheduling
• assignment

                  www.OurKidsMedia.com
4.
monitor what is being
said about you
                   www.OurKidsMedia.com
Google Alerts
• your name
• your company’s name
• your industry: “private school
  canada”, “summer camp ontario”
• your c...
RSS



      www.OurKidsMedia.com
Google Reader



            www.OurKidsMedia.com
www.OurKidsMedia.com
speak in pictures



              www.OurKidsMedia.com
videos too



             www.OurKidsMedia.com
Five Quick Hits
to Increase Traffic from Google
and other search engines




                                  www.OurKids...
#1
  Submit Your
       Site to
Google Places




     www.OurKidsMedia.com
How to Set Up Google Places
Google account > Account Settings >
Try something new/more > Business Solutions > Google Place...
Track The Success
of Your Listing




                    www.OurKidsMedia.com
#2Install
 Google
Analytics




www.OurKidsMedia.com
Google Analytics: How to
Google account > Account Settings >
Try something new/more > Google Analytics

Insert code into f...
Understand Traffic




                     www.OurKidsMedia.com
#3             Basics of SEO & Search
               Marketing On Page

Tell people what your site and its pages are about...
Your website is a publication
Don’t assume that people & search engines
know what it is about




                        ...
Download Google’s SEO
Starter Guide



http://googlewebmastercentral.blogspot.com/
2008/11/googles-seo-starter-guide.html
...
#4                    Get Optimal Backlinks
                      to Your Site
Links to your site tell search engines that...
Use Google Adwords   #5
                     www.OurKidsMedia.com
Adwords: How to
Your Google account > Google Adwords
• Set up parameters, including geographical
• Create campaigns & ad g...
Advantages of Using Adwords:
               • Only pay when people
                 click on your site
               • Vi...
Disadvantages & Limitations
of Adwords:
• Amateur errors can be costly
  (don’t make typos!)
• People tend to distrust the...
Adwords, Advertising &
Organic Search
• Adwords, Advertising & Organic Search
• Adwords & other web advertising can be
  i...
Resources: Keyword Tools
Keyword tools collect data from previous user searches
and offer estimates of search volume for s...
Resources: Keyword Tools
• Google’s own tool is all you need:
  http://adwords.google.com/select/KeywordTool
• Keyword Dis...
Resources: Keyword Tools

• An appropriate caution:
  “Five Reasons Your Keyword Tool May be Lying to You”

 http://www.se...
Resources: More Google Tools
Webmaster tools: www.google.com/webmasters/tools/
• Offers some insights into things that
  m...
Resources: Some Trustworthy
Advanced SEO Information
• Webmaster Central blog:
  googlewebmastercentral.blogspot.com/
• Ma...
MAxIMIzE
your marketing
Free initiatives to stretch your marketing efforts




                             www.OurKidsMed...
What’s new and what works?
   Social Media                         Open House
        Email Marketing
       Radio      TV...
Amplify your efforts
                Amplify your
1. Where can you share
   your blog, twitter and
   facebook pages?     ...
Facebook
Twitter
LinkedIn

Pull RSS
feed of
News or
Blog
www.OurKidsMedia.com
FriendFeed.com
                 powerful resource
                 to streamline online
                 updates




     ...
‘Sharing’ and ‘Tweeting’
  ‘Sharing’ and ‘Tweeting’




                     www.OurKidsMedia.com
Optimize your e-listing
                 • Provide images that showcase different
                   elements of your scho...
Free online marketing tips
q Add smaller media outlets to
  your Press Release list

q Submit articles to monthly
  e-news...
School E-Newsletters
• current families
• prospective families
• alumni
• faculty and staff
How do I build my email list? ...
Email marketing
best practices
Sender : Use a personal email address and name
Subject : only 4 to 6 words
Content : exclus...
Our Kids
Canada’s #1 resource
for parents searching for
independent schools
250,000 copies distributed
70,000 monthly onli...
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Meeting of the Minds 2010

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At Our Kids Media's 2010 Meeting of the Minds, Travis Allison, Jim Huinink, and Agnes Stawicki speak to Toronto and Mississauga-area private and independent schools about the changing world of marketing in education. Topics covered are social media, online optimization, and how to make the most of marketing with Our Kids Media.

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Meeting of the Minds 2010

  1. 1. meeting of the minds www.OurKidsMedia.com
  2. 2. Top Five Tips for Social Media for Your School www.OurKidsMedia.com
  3. 3. be helpful www.OurKidsMedia.com
  4. 4. it’s important because... www.OurKidsMedia.com
  5. 5. you should use it because... www.OurKidsMedia.com
  6. 6. www.OurKidsMedia.com
  7. 7. our website viewers Twitter – 4500/month Facebook – 2500/month www.OurKidsMedia.com
  8. 8. 1. 1 person, 1 hour/day www.OurKidsMedia.com
  9. 9. www.OurKidsMedia.com
  10. 10. 2. start at Facebook www.OurKidsMedia.com
  11. 11. goal=show leadership www.OurKidsMedia.com
  12. 12. leverage your skills www.OurKidsMedia.com
  13. 13. www.OurKidsMedia.com
  14. 14. 400 000 000 www.OurKidsMedia.com
  15. 15. 55 minutes www.OurKidsMedia.com
  16. 16. www.OurKidsMedia.com
  17. 17. 38 year old woman www.OurKidsMedia.com
  18. 18. www.OurKidsMedia.com
  19. 19. WOM www.OurKidsMedia.com
  20. 20. newsfeed • fans (likers?) • fans’ friends www.OurKidsMedia.com
  21. 21. facebook.com/ username www.OurKidsMedia.com
  22. 22. 3. be on + www.OurKidsMedia.com
  23. 23. #2 engine www.OurKidsMedia.com
  24. 24. google juice www.OurKidsMedia.com
  25. 25. there vs. perfect www.OurKidsMedia.com
  26. 26. there vs. perfect www.OurKidsMedia.com
  27. 27. www.OurKidsMedia.com
  28. 28. here, today www.OurKidsMedia.com
  29. 29. 33% 33% 33% www.OurKidsMedia.com
  30. 30. hootsuite.com • team tweeting • scheduling • assignment www.OurKidsMedia.com
  31. 31. 4. monitor what is being said about you www.OurKidsMedia.com
  32. 32. Google Alerts • your name • your company’s name • your industry: “private school canada”, “summer camp ontario” • your closest competitor www.OurKidsMedia.com
  33. 33. RSS www.OurKidsMedia.com
  34. 34. Google Reader www.OurKidsMedia.com
  35. 35. www.OurKidsMedia.com
  36. 36. speak in pictures www.OurKidsMedia.com
  37. 37. videos too www.OurKidsMedia.com
  38. 38. Five Quick Hits to Increase Traffic from Google and other search engines www.OurKidsMedia.com
  39. 39. #1 Submit Your Site to Google Places www.OurKidsMedia.com
  40. 40. How to Set Up Google Places Google account > Account Settings > Try something new/more > Business Solutions > Google Places Or search for “google places” www.OurKidsMedia.com
  41. 41. Track The Success of Your Listing www.OurKidsMedia.com
  42. 42. #2Install Google Analytics www.OurKidsMedia.com
  43. 43. Google Analytics: How to Google account > Account Settings > Try something new/more > Google Analytics Insert code into footer of every page Start collecting information www.OurKidsMedia.com
  44. 44. Understand Traffic www.OurKidsMedia.com
  45. 45. #3 Basics of SEO & Search Marketing On Page Tell people what your site and its pages are about Use your site to tell people as much as you can about your school www.OurKidsMedia.com
  46. 46. Your website is a publication Don’t assume that people & search engines know what it is about www.OurKidsMedia.com
  47. 47. Download Google’s SEO Starter Guide http://googlewebmastercentral.blogspot.com/ 2008/11/googles-seo-starter-guide.html www.OurKidsMedia.com
  48. 48. #4 Get Optimal Backlinks to Your Site Links to your site tell search engines that your site is important and they can tell about your site. • Students, parents, staff and anyone else with websites or blogs • Directories: local, educational, general (most are free) • Proper variation in anchor text: Great Lakes Christian High School is a Christian high school serving the Niagara Region www.OurKidsMedia.com
  49. 49. Use Google Adwords #5 www.OurKidsMedia.com
  50. 50. Adwords: How to Your Google account > Google Adwords • Set up parameters, including geographical • Create campaigns & ad groups • Bid on keywords & create compelling ads (within the format restrictions) • Set your max CPC for each keyword & set your maximum daily budget • Review regularly, as this is very dynamic www.OurKidsMedia.com
  51. 51. Advantages of Using Adwords: • Only pay when people click on your site • Viewed across the web wherever Google ads are displayed, (including Gmail) • Complete control of your budget www.OurKidsMedia.com
  52. 52. Disadvantages & Limitations of Adwords: • Amateur errors can be costly (don’t make typos!) • People tend to distrust them • Poor quality clicks • Click fraud www.OurKidsMedia.com
  53. 53. Adwords, Advertising & Organic Search • Adwords, Advertising & Organic Search • Adwords & other web advertising can be important to marketing • Adwords is especially useful if you have no organic presence at all (e.g. new site or heavily competitive vertical) • Organic results have much(!) better click-throughs and much more trust www.OurKidsMedia.com
  54. 54. Resources: Keyword Tools Keyword tools collect data from previous user searches and offer estimates of search volume for specific words and phrases that are related to each other. (None of these are perfect but they do offer important marketing insights) www.OurKidsMedia.com
  55. 55. Resources: Keyword Tools • Google’s own tool is all you need: http://adwords.google.com/select/KeywordTool • Keyword Discovery: www.keyworddiscovery.com/search.html (my 2nd favourite; once/6 months or so) • Wordtracker: http://freekeywords.wordtracker.com/ (offers 7 day free trial) www.OurKidsMedia.com
  56. 56. Resources: Keyword Tools • An appropriate caution: “Five Reasons Your Keyword Tool May be Lying to You” http://www.searchenginepeople.com/ blog/five-reasons-your-keyword-tool-may- be-lying-to-you-and-ours-might-too.html www.OurKidsMedia.com
  57. 57. Resources: More Google Tools Webmaster tools: www.google.com/webmasters/tools/ • Offers some insights into things that might be really wrong (e.g. broken links) • Some like this but it’s too much irrelevance • Free • Google Trends: http://www.google.com/trends • Neat, fun and can tell you about seasonality and other larger trends • Restricted to very high level terms www.OurKidsMedia.com
  58. 58. Resources: Some Trustworthy Advanced SEO Information • Webmaster Central blog: googlewebmastercentral.blogspot.com/ • Matt Cutts, Google’s spam cop and liaison with the SEO industry: Mattcutts.com/blog • Search Engine Land: searchengineland.com/ • Survey of search engine ranking factors: http://www.seomoz.org/article/search-ranking-factors. www.OurKidsMedia.com
  59. 59. MAxIMIzE your marketing Free initiatives to stretch your marketing efforts www.OurKidsMedia.com
  60. 60. What’s new and what works? Social Media Open House Email Marketing Radio TV Print • 67% of online searches are driven by offline channels • 44% of people in Canada belong to a social networking site and is on the rise • Retailers and brands on facebook or with microblogs agree that they have helped maintain clients and grow bottom line www.OurKidsMedia.com
  61. 61. Amplify your efforts Amplify your 1. Where can you share your blog, twitter and facebook pages? 1 sh 2. Can you automate a postings/feeds with tools and widgets? 2 p to www.OurKidsMedia.com
  62. 62. Facebook Twitter LinkedIn Pull RSS feed of News or Blog www.OurKidsMedia.com
  63. 63. FriendFeed.com powerful resource to streamline online updates ! www.OurKidsMedia.com
  64. 64. ‘Sharing’ and ‘Tweeting’ ‘Sharing’ and ‘Tweeting’ www.OurKidsMedia.com
  65. 65. Optimize your e-listing • Provide images that showcase different elements of your school (web format) • Add testimonials. Parents search for “school testimonials” • Add content about programs you want to feature. This will help you be found using the keyword search. • Keep your ‘Important Dates’ updated and access your e-listing quarterly to keep content fresh ! www.OurKidsMedia.com
  66. 66. Free online marketing tips q Add smaller media outlets to your Press Release list q Submit articles to monthly e-newsletters q Be the expert. Blog on a particular topic. Answer questions. q WOM : Get students, coaches, teachers and parents to blog! www.OurKidsMedia.com
  67. 67. School E-Newsletters • current families • prospective families • alumni • faculty and staff How do I build my email list? JUST ASK! www.OurKidsMedia.com
  68. 68. Email marketing best practices Sender : Use a personal email address and name Subject : only 4 to 6 words Content : exclusive to your subscribers Format : Plain text, HTML or Template www.OurKidsMedia.com
  69. 69. Our Kids Canada’s #1 resource for parents searching for independent schools 250,000 copies distributed 70,000 monthly online visitors 15,000 e-newsletter subscribers 5,000 daily blog visitors 1,777 Twitter followers 2,000 families attending expos 20% International online traffic 100% target audience 1,000,000 Families #1 Ranking on Google.ca www.OurKidsMedia.com

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