Social media strategy webinar v3


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Social media strategy webinar v3

  1. 1. Designing Your Social Media StrategySocial media strategies are not ‘one size fits all’.We’ll explore how to utilize popular social media platforms like Facebook,Twitter, LinkedIn and Flickr to build a successful social media strategy as unique as your school. Stephen Johnson, Windward School Jesse Bardo, Travis Warren, WhippleHill
  2. 2. SOCIAL MEDIA APPROACH✓ Inventory✓ Leadership✓ Coalition Building✓ Policy✓ Planning✓ Staffing✓ Tools✓ ROI
  3. 3. Communication ModelsMass MediaCLAY SHIRKY WHIPPLEHILL
  4. 4. Communication ModelsSocial MediaCLAY SHIRKY WHIPPLEHILL
  5. 5. Can’t simply bolt social media on toyour web site. WHIPPLEHILL
  6. 6. Can’t simply bolt social media on toyour web site. WHIPPLEHILL
  7. 7. but first .. WHIPPLEHILL
  9. 9. worcester academy
  10. 10. craiglist
  11. 11. also, begin benchmarking peer schools.know your numbers! WHIPPLEHILL
  13. 13. Three Ways to Get Buy-In1. Sell the benefits.2. Contain the risk.3. Build coalitions.
  14. 14. The well meaning communications professional
  15. 15. You:“We should live stream this Friday’s big basketball game,and, hey, we can do a chat so students, parents, the public,and alumni can talk on a screen during the game.”Your Head of School’s response:
  16. 16. You:“We need to lift restrictions to Facebook in our library sothat everyone on campus has access to the school’s Facebookpage.”Your Head of School’s response:
  17. 17. You:“Blogs will make our school more transparent. Transparency isgood. That’s what I read in the Cluetrain Manifesto.”Your Head of School’s response:
  18. 18. Look familiar?
  19. 19. Understanding the psychology of your Head of School
  20. 20. The New Yorker, 2/1/2010
  21. 21. transparency vs. concealment
  22. 22. transparency:
  23. 23. transparency: 2 a: free from pretense or deceit
  24. 24. transparency: 2 a: free from pretense or deceit b: easily detected
  25. 25. transparency: 2 a: free from pretense or deceit b: easily detected or seen through
  26. 26. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood
  27. 27. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information
  28. 28. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information especially concerning business practices from
  29. 29. Some Fears: Survey Question 1
  30. 30. Some Fears: Survey Question 1What is your Head of School’s biggestfear regarding your school?
  31. 31. Some Fears
  32. 32. Some Fears• Losing privacy (students, parents, teachers, etc.)
  33. 33. Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation
  34. 34. Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation• Losing control of the School itself
  35. 35. Some Initial Solutions• Use words such as engagement rather than transparency. Communication is a two-way street now. Be willing to have a conversation.• Find the balance between transparency and concealment - respect both.• Educate. You work in a school. Teach others how to use the tools.
  36. 36. Major Benefits of Social Mediafor Independent Schools1. Social media tools help you to tell your school’s stories and help you share information with a large number of people.2. Social media tools help build and engage your communities. You are judged on how you engage.3. Social media tools help organize groups.
  37. 37. Specific Strategies - Benefits1. Develop a Social Media Marketing Plan • These are tools that help you accomplish goals. Tie Plan to strategic plan goals and school’s mission. • Present it to senior admins as part of your annual departmental goals.
  38. 38. 2. CONTAIN THE RISK
  39. 39. Contain the risk.¨ Create Social Media Guidelines (or Policy) for faculty/staff.¨ Protect your Head. Be your Head’s communications bodyguard.¨ Show measurable results.¨ Deputize certain students and teachers, and train them.¨ Balance negative reviews with ones solicited from your community members.¨ Be less an evangelist and more a translator of social media innovations.¨ For your admins, build a strong fence within which your school can have social media freedom.
  41. 41. Build coalitions.¨ Partner with people who “get” it.¨ Compromise. Take small victories and go from there.¨ Collaborate with like-minded directors at local schools.¨ Solicit advice through Twitter (and give back).¨ Create a Social Media Plan, but ask Head’s/admins’ advice on part of it.¨ Play politics, negotiate, and leverage.¨ Educate.¨ Host an EdSocialMedia boot camp.
  42. 42. EXAMPLE:FOUNDER’S DAY 2010
  43. 43. EdSocialMedia Bootcamp
  44. 44. Founder’s Day Goes Interactive
  45. 45. Founder’s Day ProjectProcess ¤ Hosted the boot camp ¤ Wrote a news story and posted on Windward Web site. Sent pushpages/ emails to alums, parents inviting them to view and participate ¤ Created a live Flickr feed on the home page – invited everyone to post photos, but we chose them ¤ Posted a Twitter widget on the home page to which certain students, teachers, coaches, parents posted from all over the campus ¤ Were able to archive all Flickr photos (100+) in an gallery that was evidence of a great community day; we sent it to all parents and later shared it with prospectives ¤ Head of School’s response was great – thought it really reflected the school and got everyone involved!
  46. 46. Founder’s Day Project1. Benefitted Everyone ¤ Shared engagement from students, parents, teachers, coaches, alumni – got everyone involved and created community event.2. Contained the Risk ¤ Deputized certain students to tweet and post Twitpix. ¤ Had control over posted Flickr photos.3. Built Coalitions ¤ Teamed with visual arts teachers to post photos, newspaper to post tweets ¤ Worked with students, parents, and others
  47. 47. Resources¨ Stephen Johnson Director of Communications Windward School Los Angeles @ burma999
  49. 49. Social Media Guidelines for  Windward Faculty/Staff, 2009‐10  The following guidelines lay out some general boundaries for Windward faculty and staff about using various social media  tools while the school develops a more thorough  policy over the next school year. Their purpose is to provide information about the misuse of noneducational networking sites rather than be a guide to all educa tional networking. The idea is to encourage  using social media tools such as wikis, Facebook, Twitter,  blogs, and forums in productive and fruitful ways and to  avoid the potential harm and liability that can result from  inappropriate or unethical use. 
  50. 50. CONTENTUse common senseDoes your post put the effectivenessof your teaching at risk?Do not discuss students or co-workersImagine students and parents visit your site
  51. 51. FRIENDS & FRIENDINGDon’t accept students as friendsDon’t initiate Facebook friendships with studentsIf you wish to use networking protocols as part ofthe educational process please work with technologystaff
  52. 52. SECURITYVisit your profiles security settings. set to “only friends”Information on social networking sites fall undermandatory reporting guidlines.Contact your department chair with any questions orconcerns.
  54. 54. Content is King:but it is easier to rule as a royalfamily
  55. 55. Creating content creates a library
  56. 56. Don’t try to be something you arent
  57. 57. THE DO’SInvolve fans Show it Plan attack Post 3-4 times a week
  58. 58. The Don’tsDon’ts Spread too thin Say it Be repetitive Be afraid
  60. 60. TOOLS WEB 2.0
  61. 61. /BRIANSOLIS
  63. 63. alumni futures Record It & Report It •“What’s the ROI?” Possible answers…? – “What do you want it to be?” • Set goals and measure progress toward them – “What’s the ROI of our phone system?” • If ROI is low, are you going to quit Facebook? – “Return on attention is more important” • Don’t increase mindshare; increase its value •So who gets which information?
  64. 64. alumni futures The ROI Hierarchy: Metrics Senior Leaders • Strategic Outcomes Reputation Engagement Strategy Visibility Directors • Social Media Analytics Advocacy Word of Mouth Management Insights Program Staff • Engagement Data Clicks, Fans, RTs, Views, Members, Comments, Execution Followers, Check Ins Adapted from
  65. 65. alumni futures Reporting Results • Template for summarizing social media progress • Adapt it to match the scale, maturity, scope of your program • Simple steps to follow Source:
  66. 66. alumni futures Reporting Road Map (1) • Start with the executive summary • Assess & describe audiences • Describe efforts tool by tool, separately – Quantitative – Qualitative (quotes, comments) Source:
  67. 67. alumni futures Reporting Road Map (2) • Highlight new tools and trends • Revisit your overall communication strategy • Summarize the report and draw conclusions Source:
  68. 68. 3000 2250Fans 1500 750 0 2 months 6 months 12 months 24 months
  69. 69. 403020100 13-17 18-24 25-34 35-44 45-54 55+ 2004 1994 1984 1974 1973 - DEMOGRAPHIC SWEET SPOT
  70. 70. 100 90 80PHOTO VIEWS 70 60 50 40 30 20 10 0
  71. 71. comment = engagement. 50 38 25 13 0 8 08 08 08 08 09 9 09 09 9 9 00 00 00 00 20 20 20 20 20 20 20 r2 2 2 r2 n g ct c b ril ne st er Ap be De Ju Au Fe Ap gu O ob Ju m Au ct ce O DeSource: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)
  72. 72. $916,190top 221 donors + $1,000 Box 1
  73. 73. $916,190top 221 donors Alumni Parents 71 Current 58 Parents 71 Alumni
  74. 74. 221 Donors ALMOST 1/2
  75. 75. 27 + $10,000 Box LEADERSHIP DONORS 1A Total Giving to Proctor = 16.8 MILLION Average Retention Rate = 10 Years!
  76. 76. ts Who are these 27 donors? 8 Current Parents 8 Past Parents 10 Alumni/ae 1 Friend
  77. 77. All 27 have e-mail,but how about ? 12
  78. 78. All 27 have e-mail,but how about ? 6
  79. 79. 26 Box 1 Parents26 of 51 Leadership Parents are on TwitterStudentsCurrent ParentsAlumniFaculty/StaffPeersUnknown