Online Community Building | For Private Schools & Summer Camps

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Canadian parents and kids are some of the most active online users. Being involved and active in online communities is the best way for Private schools, summer camps and kids programs to build …

Canadian parents and kids are some of the most active online users. Being involved and active in online communities is the best way for Private schools, summer camps and kids programs to build relationships and market their services. These slides will help you create a social media marketing strategy for your school, camp or after-school program. Includes case studies and examples of schools and camps using social well.

Originally presented by Eden Spodek for Our Kids Media at the Our Kids Marketing Academy Lunch & Learn in Toronto on April 29th, 2014. Visit www.ourkidsmedia.com/marketing for more free marketing tools and resources.

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  • 1. Online Marketing for Private Schools, Camps and Programs Digital Communications Strategist April 29, 2014 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 2. Online Marketing for Private Schools, Camps and Programs •  Digital Communications Strategist •  Instructor at U of T SCS Digital Strategy Certificate •  25 years in communications and marketing, including •  19 years in digital •  Launched first online community in 2001 •  Ran PodCamp Toronto (5 years) •  Blogger since 2006 •  Variety industries, agency and client-side Introducing Eden Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 3. Online Marketing for Private Schools, Camps and Programs •  99% have access to the Internet, mostly on cellphones and smartphones •  39% sleep with their cellphones •  Favourite websites allow users to post and share content: •  75% YouTube, 57% on Facebook •  38% have posted a story or artwork they created online •  32% of grades 4-6 students have a Facebook account; 16% have a Twitter account MediaSmarts  Global  News,  Jan.  2014       Copyright © Eden Spodek, Eden Spodek Inc. 2014. Canadians kids grades 4-11
  • 4. Online Marketing for Private Schools, Camps and Programs Community Building Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 5. Online Marketing for Private Schools, Camps and Programs •  Focus on the hub (e.g. blog) and have a regular publishing schedule •  link to your channels from your website and ALL of them – don’t make me work too hard •  add social sharing buttons so people can share your content Observations about Engagement Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 6. Online Marketing for Private Schools, Camps and Programs •  You don’t need to be everywhere – fish where the fish are •  Images are a great way to provide a quick snapshot of the school or camp culture •  Tag/describe your content assets and include your URLs to drive traffic •  Use calls to action (CTAs) •  Respond to comments •  Don’t just post, participate! Observations about Engagement /2 Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 7. Online Marketing for Private Schools, Camps and Programs Purpose of Online Communities •  Marketing, brand awareness, relationship-building •  Virtual “meeting” place •  Collaborate with audience and influencers directly •  Parents •  Staff/Partners •  Students/Campers •  Discover, cultivate and reward brand ambassadors Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 8. Online Marketing for Private Schools, Camps and Programs Developing a Strategy Ask questions •  What are the goals? •  How does community building fit into your organization’s objectives? •  How will it be managed? •  Internally or externally? •  Who is your community? •  Membership criteria •  How can you help community members? •  How will you recognize and reward members? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 9. Online Marketing for Private Schools, Camps and Programs Developing a Strategy /2 Make Decisions •  Understand the objective(s) of community members and listen to them •  Set S.M.A.R.T. goals •  Choose an appropriate platform(s) •  Decide how your community will be managed •  Develop guidelines •  What will success look like? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 10. Online Marketing for Private Schools, Camps and Programs Case Studies Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 11. Online Marketing for Private Schools, Camps and Programs •  Starbucks tracks interactions and progress on the site and shares them with members •  Transparency helps build: •  A community of collaboration •  A feeling that members are partners •  Customer/brand loyalty •  Building community around the brand creates an environment of trust between Starbucks and its most passionate customers Case Study: My Starbucks Idea Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 12. Online Marketing for Private Schools, Camps and Programs St. Michaels University School Copyright © Eden Spodek, Eden Spodek Inc. 2014. https://www.youtube.com/watch?v=xgVMuAN2-wk
  • 13. Online Marketing for Private Schools, Camps and Programs •  4,366 views –YouTube video announcement •  >250 video entries •  30 semi-finalists •  3 finalists selected by 14-person panel, meet on campus May 2 •  semi-finalists evaluated on three major criteria: •  quality of their entry video •  potential to get involved in all aspects of school/boarding life •  potential as a spokesperson for the boarding experience during their year as the BSYE winner •  Winner announced May 6 •  A success! They’re already building a mailing list to announce next year’s contest! Best School Year Ever campaign Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 14. Online Marketing for Private Schools, Camps and Programs Copyright © Eden Spodek, Eden Spodek Inc. 2014. https://www.youtube.com/watch?v=Ys0WVOPmA6g&list=UU8-Th83bH_thdKZDJCrn88g Driving Earned Media
  • 15. Online Marketing for Private Schools, Camps and Programs Engagement, Reputation & Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 16. Online Marketing for Private Schools, Camps and Programs “The only way to build trust … is to develop relationships and provide valuable educational information… Whatever it happens to be, harvest stories that humanize the company...” – Gini Dietrich, Spin Sucks: Communications and Reputation Management in the Digital Age Building a Culture of Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 17. Online Marketing for Private Schools, Camps and Programs •  Community manager – a trusted and transparent part of the community •  This helps demonstrate the community manager cares about the community because he/she is invested in it as well Reputation and Community Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 18. Online Marketing for Private Schools, Camps and Programs •  Essential consideration in strategy development •  Define role of community manager •  Cultivate community ambassadors •  Engage, feature and highlight your biggest fans •  Role of other community members (active participants, lurkers, etc.) •  All members need to feel like they belong •  Be transparent Building a Community of Trust Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 19. Online Marketing for Private Schools, Camps and Programs Don’t Just Post… Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 20. Online Marketing for Private Schools, Camps and Programs Participate! Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 21. Online Marketing for Private Schools, Camps and Programs Participate! Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 22. Online Marketing for Private Schools, Camps and Programs Show Don’t Tell Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 23. Online Marketing for Private Schools, Camps and Programs Show Me Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 24. Online Marketing for Private Schools, Camps and Programs Storytelling Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 25. Online Marketing for Private Schools, Camps and Programs Blog, blog, blog… Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 26. Online Marketing for Private Schools, Camps and Programs Paid, Earned, Social and Owned • Social Media • Word of Mouth • Referrals/Reviews • Your Website • Your Blog • Your Content • Media Relations • Blogger Relations • Influencer Relations • Social Advertising • Traditional Advertising • Sponsored Content • Google AdWords Paid Earned SharedOwned Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 27. Online Marketing for Private Schools, Camps and Programs Paid Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 28. Online Marketing for Private Schools, Camps and Programs Earned Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 29. Online Marketing for Private Schools, Camps and Programs Shared Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 30. Online Marketing for Private Schools, Camps and Programs Owned Content Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 31. Online Marketing for Private Schools, Camps and Programs •  PAID: Our Kids continuously speaks to a highly targeted audience, Typically that parent who is researching school and/or summer camp or recreation options for her/his children •  EARNED: Some partners, such as Our Kids, will allow you to post articles directly to the website (earned media) and will highlight you in photo, article or video features. •  EARNED: You can also build relationships with influencers who may help co-create and share your content. •  SHARED: You can pull feeds from your Facebook and Twitter conversations onto your Our Kids online community profile to amplify your message •  SHARED: If you're looking for great content to share, such as eBooks, reports, stats, checklists or calculators, Our Kids produces new sharable content every month.   Amplify your message Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 32. Online Marketing for Private Schools, Camps and Programs •  Canada leads in Internet usage; 99% of kids are online •  Build community around a common goal, be conversational •  Collaboration, listening, problem- solving and sharing of meaningful content builds community •  Community managers are the eyes, ears and voice of an organization •  Integrated approach to content distribution – “PESO” opportunities help build relationships and amplify your message •  Don’t just post, PARTICIPATE! Summary Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 33. Questions? Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 34. Thank you! Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 35. Continue the Conversation Online Connect Eden Spodek Digital Communications Strategist Eden Spodek Inc. Eden@EdenSpodek.com EdenSpodek.com @EdenSpodek LinkedIn.com/en/EdenSpodek Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 36. Online Marketing for Private Schools, Camps and Programs 3 Ways Social Media Creates a Social Local Community http://www.socialmediaexaminer.com/3-ways-social-media-creates-a-social-local-community/ Canada’s youth are highly connected, girls face different rules online: study, Global News, January 2014 http://globalnews.ca/news/1098160/canadas-youth-are-highly-connected-girls-face-different-rules-online- study/ Capulet Goes Back to School, Darren Barefoot, February 24, 2014 http://capulet.com/2014/02/capulet-goes-back-to-school/ Delvinia’s AskingCanadians – How are Canadians Using Social Media? Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media Guide To Online Community Management, ReadWriteWeb, eBook, http://www.slideshare.net/readwriteweb/rww-community-report-12107798 How are Canadians Using Social Media?, Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media/ The Common Craft Blog, Lefever, L., July 2003, http://www.commoncraft.com/archives/000208.html My Starbucks Idea, http://mystarbucksidea.force.com/ References Copyright © Eden Spodek, Eden Spodek Inc. 2014.
  • 37. Online Marketing for Private Schools, Camps and Programs No Bullshit Social Media, Deckers, E., Falls, J., 2012 Reputation Management, Wikipedia, http://en.wikipedia.org/wiki/Reputation_management Seven Trends in Community and Social Business for 2013, Community Roundtable, Leanne Chase, January 3, 2013, http://community-roundtable.com/2013/01/seven-trends-in-community-and-social-business-for-2013/ Six Revisions blog http://sixrevisions.com/mobile/design-mistakes-iphone-app/ Social, Digital & Mobile Around The World, We Are Social, January 2014 http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014 Spin Sucks: Communications and Reputation Management in the Digital Age, Dietrich G., 2014 "Structuring a Social Media Team”, Ragan/NASDAQ OMX Corporate Solutions white paper, http://www.ragan.com/Main/StructuringaSocialMediaTeam.aspx The Can't-Miss Social Media Trends For 2013, Ryan Holmes, Fast Company, November 29, 2012, http://www.fastcompany.com/3003473/cant-miss-social-media-trends-2013 What is an Online Community, Lee Lefever, July 2009, http://www.commoncraft.com/archives/000208.html References Copyright © Eden Spodek, Eden Spodek Inc. 2014.