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NSPRA/Ohio Social Media Presentation for Schools 2010
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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 …

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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Transcript

  • 1. OXIEM | 7003 POST ROAD, SUITE 416 | DUBLIN, OH 43016 | T: 866.432.8235 | W: OXIEM.COM
  • 2. Building The Brand
    “If you don't know where you are going, any road will get you there.”
    Lewis Carroll
  • 3. 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
  • 4. 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
  • 5. ConsumerAdvertising
    RelationshipMarketing
    EducationMaterials
    GBI
    InternalCommunications
    TradeCommunications
    Events +Promotions
    PublicRelations
    Media-Neutral: Governing Brand Idea®
    Mean Something More
  • 6. Connection Points Are Changing
  • 7. ConsumerAdvertising
    RelationshipMarketing
    EducationMaterials
    GBI
    InternalCommunications
    TradeCommunications
    Events +Promotions
    PublicRelations
    Media-Neutral: Governing Brand Idea®
    Changing Traditions
  • 8. Social Media Offers A Strong, Engaging And Personal Way To Convey Your School Brand To Audiences Throughout Your Community
  • 9. Importance Of School Brand
    Winning
    Students
    Parents
    Educators
    Community Residents
    Supports
    Levy Voters
  • 10. Social NetworkingThe New Frontier
  • 11. Social Media Defined
    Internet-Based Tools For Sharing & Discussing Information Among
    Human Beings.
  • 12. Social Media Landscape
  • 13. Why Social Media
    No Matter the Tool
    It’s about Conversation!
  • 14. Social Media vs. Traditional PR
  • 15. Old Marketing Funnel
    Source: Forrester Research
  • 16. New Marketing Funnel
  • 17. Social Technographics Ladder
    Source: Forrester Research
  • 18. Social Technographics Ladder
  • 19. 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!
  • 20. 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
  • 21. 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
  • 22. Involving Students – A great example
    Shorewood
    Shorecrest
  • 23. Involving Students – A great example
  • 24. 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
  • 25. 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
  • 26. What’s Next – Things to Keep an Eye On
    Location Based Technology
    Social Media Integration
    Social Media Policy & Monitoring
    Mobile Integration
  • 27. Building a Social Media Campaign
    Insocial media, success goes to theorganizationthat best choreographs the tools- Dave Will
  • 28. Building a Social Media Campaign
  • 29. 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
  • 30. 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
  • 31. Building a Social Media Campaign
    The Planning stage:
    Selecting the students
    Developing guidelines
    Signing contracts with clear consequences
    Monitoring & management
    Training the students
  • 32. Building a Social Media Campaign
    The Planning stage:
    DESIGN & DEVELOPMENT
    Design & Branding
    Why the social media tools?
    Why a micro-site?
  • 33.
    • Social media authored on industry-standard sites, then integrated back to your own core websites
    • 34. 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
  • 35. Building a Social Media Campaign
    The blog
  • 36. Building a Social Media Campaign
    The YouTube channel
  • 37. Building a Social Media Campaign
    The Flickr page
  • 38. Building a Social Media Campaign
    The Facebook page
  • 39. Building a Social Media Campaign
    Promoting the campaign:
    Traditional methods
  • 40. Building a Social Media Campaign
    Promoting the campaign:
    Traditional methods
    Direct Mail Pieces
    District Twitter Account
    District Facebook
    District Website
  • 41. The Conventional Medium
  • 42. Integrated Social Media
  • 43. Building a Social Media Campaign
    Issues Faced/Challenges:
    Time
    Keeping students on-task, focused
    Awareness
    Patience
    Getting feedback, response, engagement consistently
  • 44. 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
  • 45. 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
  • 46. Building a Social Media Campaign
  • 47. Building a Social Media Campaign
  • 48. Building a Social Media Campaign
  • 49. Building a Social Media Campaign
  • 50. Building a Social Media Campaign
  • 51. Building a Social Media Campaign
  • 52. Building a Social Media Campaign
    NEXT STEPS?

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