• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
NSPRA/Ohio Social Media Presentation for Schools 2010
 

NSPRA/Ohio Social Media Presentation for Schools 2010

on

  • 1,653 views

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 ...

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.

Statistics

Views

Total Views
1,653
Views on SlideShare
1,647
Embed Views
6

Actions

Likes
0
Downloads
26
Comments
0

5 Embeds 6

http://www.slashdocs.com 2
http://www.lmodules.com 1
http://www.slideshare.net 1
http://ohspra.oxiemsites.com 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    NSPRA/Ohio Social Media Presentation for Schools 2010 NSPRA/Ohio Social Media Presentation for Schools 2010 Presentation Transcript

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