NSPRA/Ohio Social Media Presentation for Schools 2010


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A presentation on how to build a social media campaign delivered in 2010 to the Ohio Chapter of the National School Public Relations Association. Presenters included Billy Fischer and John Fimiani from Oxiem Marketing Technology, Shane Haggerty from Ohio Hi-Point Career Center and Lee Cole from Pickerington Local School District.

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NSPRA/Ohio Social Media Presentation for Schools 2010

  1. 1. OXIEM | 7003 POST ROAD, SUITE 416 | DUBLIN, OH 43016 | T: 866.432.8235 | W: OXIEM.COM<br />
  2. 2. Building The Brand<br />“If you don't know where you are going, any road will get you there.”<br />Lewis Carroll<br />
  3. 3. Brand-Centered Principles<br />Derived from the broader school and marketing goal<br />Consistent with brand and communication strategy<br />Draws from and contributes from your brand essence<br />Executed, conveyed and adapted across a range of electronic and traditional media<br />Reaches and appeals to your specific target audiences, with direct benefits to them – on a rational or emotional benefit<br />
  4. 4. The Highest Level Of Brand<br />“My School” is a strong branding basis<br />Delivers both emotional and functional benefits<br />You support it for its merits, value, even if you don’t go there and after you leave<br />There is an enduring connection<br />Value is created for a lifetime – personal values, self-worth, abilities, relationships and earnings<br />A social media campaign isn’t just what you do, but how you do it that leverages and builds school brand equity<br />
  5. 5. ConsumerAdvertising<br />RelationshipMarketing<br />EducationMaterials<br />GBI<br />InternalCommunications<br />TradeCommunications<br />Events +Promotions<br />PublicRelations<br />Media-Neutral: Governing Brand Idea®<br />Mean Something More<br />
  6. 6. Connection Points Are Changing<br />
  7. 7. ConsumerAdvertising<br />RelationshipMarketing<br />EducationMaterials<br />GBI<br />InternalCommunications<br />TradeCommunications<br />Events +Promotions<br />PublicRelations<br />Media-Neutral: Governing Brand Idea®<br />Changing Traditions<br />
  8. 8. Social Media Offers A Strong, Engaging And Personal Way To Convey Your School Brand To Audiences Throughout Your Community<br />
  9. 9. Importance Of School Brand<br />Winning<br />Students<br />Parents<br />Educators<br />Community Residents<br />Supports<br />Levy Voters<br />
  10. 10. Social NetworkingThe New Frontier<br />
  11. 11. Social Media Defined<br />Internet-Based Tools For Sharing & Discussing Information Among<br />Human Beings.<br />
  12. 12. Social Media Landscape<br />
  13. 13. Why Social Media<br />No Matter the Tool <br />It’s about Conversation!<br />
  14. 14. Social Media vs. Traditional PR<br />
  15. 15. Old Marketing Funnel<br />Source: Forrester Research<br />
  16. 16. New Marketing Funnel<br />
  17. 17. Social Technographics Ladder<br />Source: Forrester Research<br />
  18. 18. Social Technographics Ladder<br />
  19. 19. Twitter<br />Snapshot<br />The worlds fastest growing social network that allows you to send short messages, called “tweets”, to your friends or “followers.” You can follow others and receive their tweets in real time.<br />Advantages<br />Very mobile and fast<br />Ability to easily expand your network by connecting with both locals and influential's<br />Can be easily integrated on your website as a great information source<br />Tips<br />Be a resource - success on Twitter is achieved through valuable and interesting content<br />Listen – before saying anything, follow others in your community to gauge what the conversation is like<br />Avoid the temptation to only broadcast. This isn’t a traditional marketing tactic!<br />
  20. 20. Facebook<br />Snapshot<br />With over 400 million users, Facebook is the worlds largest social network. It’s the ultimate connecter allowing users to connect online through updates, blogs, photos, games and much more. <br />Advantages<br />Access to a huge and diverse audience – Facebook’s largest user base is 35-54<br />Ability to share multiple types of content including photos, video and text<br />Users spend more time on Facebook than any other website on the web – so why not be there?<br />Tips<br />Create a Facebook PAGE, not a group or profile<br />Content is King – interesting and valuable content is very important<br />Integrate photos and video whenever possible<br />Cross promote – make sure you link to your page on your website and in collateral materials<br />
  21. 21. YouTube<br />Snapshot<br />With over 1 billion views per day, YouTube is by far the largest video sharing site on the web. In addition, it’s the second most popular search engine ahead of both Yahoo and Bing.<br />Advantages<br />If you’re trying to engage a younger audience, this is the place<br />Interesting video can increase engagement of almost any tactic<br />YouTube videos can be used on Facebook, a blog, Twitter, TV, etc.<br />Tips<br />Don’t create a goal of “let’s go viral.” It almost never works that way<br />Utilize YouTube video to add value to your existing marketing efforts (website, blog, etc.)<br />Use talented student develop creative video<br />
  22. 22. Involving Students – A great example<br />Shorewood<br />Shorecrest<br />
  23. 23. Involving Students – A great example<br />
  24. 24. Flickr<br />Snapshot<br />Flickr is the 2nd largest photo sharing site behind Facebook. It can serve as a hub for high quality photos, event photos or a photo journalism project. <br />Advantages<br />Flickr takes a regular photo and makes it social<br />Photos can be streamed live on your website, which give a fresh feel to your site<br />Less risk than other social media sites<br />Tips<br />Don’t expect much from Flickr – instead use it to add value to your other tactics<br />Get creative and involve students and classroom activities<br />Connect your media relations efforts to your Flickr profile<br />
  25. 25. Blogging<br />Snapshot<br />Over the last ten years blogging has gone from “what the heck is a blog” to “do you have a blog.” A blog is a great way to provide insight, deliver news or feature an activity<br />Advantages<br />When Twitter or Facebook is too limiting, a blog give you the chance to expand on a topic<br />A good blog encourages conversation and if successful, can really improve overall engagement<br />Blogs are very “share friendly” and can be subscribed to in many different ways<br />Tips<br />Thing long-term – It typically takes a long time to achieve blog success<br />Try to add personality to your writing<br />While longer than a tweet or Facebook update, brevity is still a good idea<br />
  26. 26. What’s Next – Things to Keep an Eye On<br />Location Based Technology<br />Social Media Integration<br />Social Media Policy & Monitoring<br />Mobile Integration<br />
  27. 27. Building a Social Media Campaign<br />Insocial media, success goes to theorganizationthat best choreographs the tools- Dave Will<br />
  28. 28. Building a Social Media Campaign<br />
  29. 29. Building a Social Media Campaign<br />The Planning stage:<br />Surveys of Students showed:<br />Only 20% of parents read direct mail pieces, 14.3% of students did<br />97% of parents & students visit district website always or sometimes<br />70% of students preferred visiting Facebook or MySpace while online<br />23% regularly used photo sharing sites & watched online videos<br />58% read blogs regularly<br />
  30. 30. Hi-Point Journeys<br />Hi-Point Target<br />Middle school & high-school <br />Goal<br />Change perceptions<br />Stay connected during decision-making period<br />Share the experience through personal networks<br />Convey that individual pathways are fulfilled<br />Approach<br />Experiential learning on your own terms<br />Personal, fun and challenging<br />Something you want to share with others<br />Executed with creativity, through the eyes of the learner and a touch of the unexpected<br />
  31. 31. Building a Social Media Campaign<br />The Planning stage:<br />Selecting the students<br />Developing guidelines<br />Signing contracts with clear consequences<br />Monitoring & management<br />Training the students<br />
  32. 32. Building a Social Media Campaign<br />The Planning stage:<br />DESIGN & DEVELOPMENT<br />Design & Branding<br />Why the social media tools?<br />Why a micro-site? <br />
  33. 33. <ul><li>Social media authored on industry-standard sites, then integrated back to your own core websites
  34. 34. This technique “reaches out” to the social media spaces, then brings that active content to your site to keep it current and fresh </li></ul>Integrated Social Media<br />
  35. 35. Building a Social Media Campaign<br />The blog<br />
  36. 36. Building a Social Media Campaign<br />The YouTube channel<br />
  37. 37. Building a Social Media Campaign<br />The Flickr page<br />
  38. 38. Building a Social Media Campaign<br />The Facebook page<br />
  39. 39. Building a Social Media Campaign<br />Promoting the campaign:<br />Traditional methods<br />
  40. 40. Building a Social Media Campaign<br />Promoting the campaign:<br />Traditional methods<br />Direct Mail Pieces<br />District Twitter Account<br />District Facebook<br />District Website<br />
  41. 41. The Conventional Medium<br />
  42. 42. Integrated Social Media<br />
  43. 43. Building a Social Media Campaign<br />Issues Faced/Challenges:<br />Time<br />Keeping students on-task, focused<br />Awareness<br />Patience<br />Getting feedback, response, engagement consistently<br />
  44. 44. Building a Social Media Campaign<br />Outcomes/measurement:<br />1400 unique visits<br />11,100 page views<br />avg. 2:20 seconds spent on site<br />Loyalty: 58% returning visitors<br />Relevance: 42% new visitors<br />245 facebook fans<br />
  45. 45. Building a Social Media Campaign<br />Outcomes/measurement:<br />Enrollment trending up for next school year (100+ more students at this point over same point last year)<br />Recruitment/community outreach has been “branded”<br />Students have become part of PR team<br />
  46. 46. Building a Social Media Campaign<br />
  47. 47. Building a Social Media Campaign<br />
  48. 48. Building a Social Media Campaign<br />
  49. 49. Building a Social Media Campaign<br />
  50. 50. Building a Social Media Campaign<br />
  51. 51. Building a Social Media Campaign<br />
  52. 52. Building a Social Media Campaign<br />NEXT STEPS?<br />