I credit David Meerman Scott’s, “New Rules of PR & Marketing” with shifting the way I think about communicating online.The way we reach our constituents is changing from outbound communications to an inbound tract. With that comes a new level of honesty about our brands and our message.All of our online footprints are being created by the people around us - our job is to believe in our products and encourage the conversation.
Outbound marketing“Outbound marketing is the traditional form of marketing where a companyinitiates the conversation and sends its message out to an audience. ” Photo Credit: Thomas Hawk
“Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ” Credit: Wordstream http://www.wordstream.com/outbound-marketingSo what does he mean by outbound marketing?
“Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godins idea of permission marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.)...”Credit: Wikipediahttp://en.wikipedia.org/wiki/Inbound_marketing
“...create content that people actually want to see.”For me it boils down to this- schools have to re-think the way they craft content. They are now the media organization. They are the journalists and the reporters.
“So how does this relate to social media?”Hold onto this question. We’ll get to it soon, but lets step back for a second.
What is social media? The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein deﬁne social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." http://en.wikipedia.org/wiki/Social_mediaSo let’s take a step back and deﬁne social media.
A real conversation...These tools allow for a real conversation between publisher & fans/friends–-marketers "earn their way in" (via publishing helpful information on a blog etc.)...” and fans/friendsdrive the stories that should be shared.
950760570380190 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timeline
500400300200100 0 April 2009 April 2010 September 2011 April 2012 Source: eMarketer: http://www.emarketer.com/Article.aspx?R=1007271 Business Insider: http://www.businessinsider.com/twitter-stats-2010-4#twitter-now-has-106-million-users-1
300 240 180 120 60 0 January 2011 June 2011 September 2011 June 2012 Tweets per day (in millions).Twitter has been on a roll in recent months. The company surpassed 200 million tweets per day in June 2011 but has since jumped to nearly 250 million daily tweets. The growth has been tremendous: Twitter hadaround 100 million tweets per day in January 2011. Source: http://mashable.com/2011/10/17/twitter-costolo-stats/
55% more website visitors for companies that blog 2500 2000 1500 1000 500 0 Don’t Blog BlogFrom CC Chapman & Ann Handley’s Book Content Rules: 1,531 HubSpot customers (mostly small- and medium-sized businesses). 795 of the businesses in mysample blogged, 736 didnt. The data was crystal clear: Companies that blog have far better marketing results. Speciﬁcally, the average company that blogs has:55% more visitors Why are website visitors important? Because more visitors means more people to convert to leads and sales.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx#ixzz1fFTYsNzV
Organizations that blog 16 to 20 times per month get more than 2x more traffic than those that blog fewer than 4x per monthConsistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.
Racing to Tweeting to 2000followers! 1000 fans!Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How canyou stand out about the crowd?
t wi t h nec C on u s !All good steps in an effort to boost our networks and connect with a broad range of people who matter to our schools. How many of us feature “follow us; become a fan,connect; etc” twitter & facebook buttons on our sites or in our email signatures?
Connect with our school!We’ve created our channels and have begun to promote them - perhaps via email; on our sites. If you haven’t, consider doing this ASAP. How will people know it’s out thereunless your start to share it.
What do you do when you get there?Big question is how do you engage your network as it grows? How often do you publish and what message do yup convey?
Does it make sense to build the numbers before you ﬁgure out what to say? It’s easy to fall prey to building the networks before offering information that has substance andvalue.
But, really, the dirty little secret with social media success and keeping people plugged in and engaged is content. And that’s what today is all about... HOW to craft the content.
Create, curate & share compelling content.You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consumes” your narrative stream or long story. The object is tobegin bringing families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the waysstudents are growing and learning- real and substantive. Engage your fans by sharing the school experience.
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/How do we do this? I advocate that schools commit to a content library. One that isn’t as concerned about polish, but a library that catalogs a form of content that offers a birdseye view of what it’s like to “experience” your community.
Show rather than tell.I like to live by these simple words whenever we create content - show rather than tell.
Show rather than tell. Photo credit: Northﬁeld Mount Hermon School http://www.ﬂickr.com/photos/nmhphotos/4008777735/in/set-72157622454626351/If you’re talking about your great art program. Show students drawing by the creek. Highlight their work on a regular basis.
Show rather than tell. Photo credit: Vermont Academy http://www.ﬂickr.com/photos/31278469@N04/3919640397If you’re excited about your school’s fall mountain day. Show students climbing to top. Interview them about the challenges of the climb and how the event impacts the schoolcommunity. Let them connect the dots and their share it with your online communities.
Show rather than tell.We all talk about school spirit. Let your students capture it via short videos.
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/It all comes back to building a library. Check out the content when you need it. Add to it throughout the year; keep it current. Use it to show what’s happening on your campus.
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Photo credit: tray http://www.ﬂickr.com/photos/tapps/3989627494You don’t have to be a tech guru to produce content. I suspect that most everyone sitting in the room use social media in some form or fashion to journal daily life and stayconnected with family, friends & organizations.
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/It could come in the form of twitter...
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/...or photo sharing sites like ﬂickr...
Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/or the most obvious of all... facebook...
So that brings us to why we’re all here today... Finding the tools to create successful social media content. It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety offorms. Here’s the second dirty little secret... for it to work & succeed it needs to ﬁt. Fit your talents, culture, workﬂow... which is why a blog offers an excellent content opportunity for schools. It can take manyshapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it could be a place for students to explore daily life. There’s no 1 right way of doing it.
Organizations that blog 16 to 20 times per month get more than 2x more traffic than those that blog fewer than 4x per monthSource: HubSpot Whitepaper “An Intro to Business Blogging”
Glog Notes Authentic student voice Trust: post without review content posted 7 days a week Compensation: digital cameras 70,000 views in 4 years 1,700 visits in the past two weeks (as of 12/6/11) Image credit: Gould AcademyAvoid the obvious. give enough freedom to hang themselves
For those of you who don’t know this is Chuck Will’s blog at Proctor. He’s a leading voice and the institutional memory to a certain extent. He knows current student & parents,alums, you name it -they know him and he knows what the school stands for. His job is to capture that in words and pictures 2-3 times a week. Fundraising: Blogging asStewardship
Blog ingredients ✓Great content that engages readers ✓Leadership commitment ✓Promote the blog ✓Commit to consistency ✓Recruit contributors ✓Demonstrate expertiseRegardless of the style of blog, there are certain key ingredients that successful blogs exhibit.
http://www.youtube.com/watch?v=kpEcCjpbm5w&Do something unexpected. Create something for people to want to share.
“Brian Rosenberg aka the President of Macalester College”I don’t know if it started out this way, but this is one of the most effective outreach pieces I’ve seen. It was done by the President of Macalester College. Self-deprecating humor,showcased his campus, told you a lot about the school and what the feeling about the campus is like.
“With this project, I have begun to learn about thenature and power of the social media that are reshapingthe way we communicate with one another and shouldbe reshaping the way organizations of all kindscommunicate.” The Chronicle of Higher Education http://chronicle.com/article/What-I-Learned-From-YouTube/65141/
Stats & Takeaways! 45,000+ views on YouTube More than 17 pages of comments from alumni More than 30 new freshman in this years enrolling class, all with higher accumulative test scores Record open house turnout
Stats & Takeaways!Used Seek & Find Homework sheet to engageelementary school studentsPremise of the video is to have a tool to show theschools story during visits to Louisville’s 32 Catholic SchoolsCompleted within two, 1.5-hour sessionsSegment captains (the kids) choreograph and plantheir sectionStudents posted to their social networks to show off their"music video"—without being asked to do so; proud ofwhat they did as a group
Have you reserved your channel? http://www.youtube.com/user/MySchool
48 hours of video are uploaded every minute,resulting in nearly 8 years of content uploaded every day
Edge rank Afﬁnity“Afﬁnity is the value Facebook assigns to an object’s creator relative to other Facebook users. Inplain English, the more a person comments, likes, or interacts with your posts, thehigher their afﬁnity to you, and the greater the likelihood that your posts will show upin their news feed.” http://www.6smarketing.com/facebook-edgerank-algorithm/
Edge rank Weight““Weight” combines what the item is and how it’s being interacted with. As for the “what,”videos, photos, and links are generally considered to have the highest weight. In otherwords, if a fan views a video on your page, this will score far more points inFacebook EdgeRank than if they simply visit your page.”http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/
Edge rankTime Decay“Like Google, Facebook is concerned with the freshness of content. Newer content andinteractions hold more importance and have a higher likelihood of being published in your newsfeed. The older the interactions are with an object, the lower their time decay score and less ofability they have to push content to the top of people’s news feeds.”http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/
Edge rankSchools to research The Hun School Northﬁeld Mount Hermon School Proctor Academy www.facebook.com/hunschool www.facebook.com/nmhschool www.facebook.com/proctoracademy The Webb Schools www.facebook.com/TheWebbSchools
Mine your database for (alums, parents, etc.) for followersEngage your followersUse #hashtags to brand your tweets and join conversationsConsider streaming your tweets through your siteAn active twitter account sends search signals to google & bingAvoid auto tweet your Facebook updates & vice versaTake the time to author unique status updates on each platform
Newspaper Admissions Alumni Director English Dept Math Dept StudentsFind folks to feed you stories about what’s happening on campus, but more importantly, the sub-stories that are happening within the walls. People want to see in between thelines, behind the curtains. Give them a slice of what life is like as a member of your community.
Have follow up questions?E-mail: email@example.comPhone: 603-669-5979 x3280Twitter: @peterdbaron