What Every School District     Needs to Know About Social     Media                         The MarketingSavant Group     ...
Slide Deck & Resources  www.marketingsavant.com/nspra12                                    www.marketingsavant.comThe Mark...
On Today’s Agenda      • Social Media – The Strategic Process      • Tools for School Districts      • Best Practices for ...
Connecting Content With      District Supporters    Source: Ogilvy                                www.marketingsavant.comT...
Don’t Commit Random Acts of      Social Media Marketing!                                    www.marketingsavant.comThe Mar...
Have a Well Defined Social Strategy                            Delavan-Darien (WI) is Social!                             ...
Define the Social Media Plan      1. Outline Your             7. District-wide Social         Objectives                  ...
Define the Social Media Plan      1. Outline Your             7. District-wide Social         Objectives                  ...
WRITE THE STRATEGY       What’s your Strategy Statement?       In What Way Does Social Media Help Us       Achieve Our Mis...
Balance Risk &Reward                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Use Personas to Bring Audience into Focus                                       www.marketingsavant.comThe MarketingSavant...
Map the Sphere of Interest      & Influence• Identify your target                                State & National         ...
Publish on Schedule – “1-7-30-4-2-1”      •    1 = Daily      •    7 = Weekly      •    30 = Monthly      •    4 = Quarter...
Map Out the Publishing Process                                       www.marketingsavant.comThe MarketingSavant Group     ...
Social Media Requires      Change Management      • Urgency!      • Guidance & governance      • Vision      • Communicati...
Social Media Policy      Essential Before You Start in Social      • New media channels and internet services have changed...
Social Media First Responders      • Be transparent. Be open and        honest in all communication.      • Be ethical. Li...
Social Media Toolset                            www.marketingsavant.comThe MarketingSavant Group              888.989.7771
Using the Right Tools      • Listen to Social Media Channels      • Create Your                  Fan Page      • Build a F...
Free Listening Tools                                  Scratch the Surface                                                 ...
Google Reader: The Hub                               www.marketingsavant.comThe MarketingSavant Group                 888....
Facebook Pages• Publish content that  naturally encourages click-  throughs or creates  discussion.• Powerful way of engag...
Facebook Communication Strategy• Build an active Timeline                      • Use Calls to Action      – Encourage peop...
Twitter for School Districts      • Establish a pattern of consistency        in your tweeting strategy      • Keep your “...
What Is Twitter Good For ?       • Building Community- creating a strong community of followers that         ultimately he...
Start a District Blog                              • Platform for updates,                                superintendent  ...
Start a Band of Bloggers!                                  www.marketingsavant.comThe MarketingSavant Group               ...
Embrace the Power of Video                            • Tell your story with                              video – most pop...
Pulaski on Pinterest      • Pinterest is a fast-growing pin-        board style social network      • The site is very vis...
HootSuite                            • Manage Facebook and                              Twitter                           ...
Postling                            • Simplifies multiple                              account management                 ...
Sprout Social                            • Manage social networks                              in one place               ...
District Case Study – Minnetonka, Minnesota                                  Share Videos                                 ...
Minnetonka is Social!       • Facebook to share         videos, sporting         events, student         spotlights, etc. ...
Minnetonka Case Study      • In education especially, there is always the concern        about teacher-student online comm...
10 Best Practices in School District     Social Media                                            www.marketingsavant.comTh...
Following other people’s best    practices is the surest route to    mediocrity. Rewrite the rules of    engagement and bu...
1. Guidelines, Policy, Education      Train school staff, parents      and students on the safe      use of social media  ...
2. Get Better at Social Media…      Through Social Media      • Social media changes        quickly – you should to!      ...
3. Go Beyond      “Supply Side Content”      • Understand what your        audience wants in social        media – talk ab...
4. Use Social Media as a Multiplier                                            www.marketingsavant.comThe MarketingSavant ...
5. Understand and Adapt to Mobile      Behavior      Facebook, Twitter Reach among Smartphone Users      3-month average, ...
6. Understand the Finer Points of      Social Media Engagement      • What and when to post        content on social      ...
7. Mind the Social Metrics     Effective social media measurement should start by turning the     traditional ROI approach...
7. Mind the Social Metrics (cont’d)                                            www.marketingsavant.comThe MarketingSavant ...
8. Develop Your Social Media Voice      • Social media voice is        critical to engagement        and long term success...
9. Remember, It’s Not About      the Technology  Social media isn’t “about  the technology!” We need  to better understand...
10. Explore New Platforms • Go beyond social media   for social media’s sake • Explore the use value   beyond the “Big 5” ...
11. Follow Evelyn McCormack                                    www.marketingsavant.comThe MarketingSavant Group           ...
QUESTIONS?                            The MarketingSavant Group                             www.marketingsavant.com       ...
Slide Deck & Resources  www.marketingsavant.com/nspra12                                    www.marketingsavant.comThe Mark...
What Every School District     Needs to Know About Social     Media                         The MarketingSavant Group     ...
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What Every School District Needs to Know About Social Media

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Published on

Twitter, Facebook, RSS feeds…so many social media tools
out there to provide information in ways that your audience
finds fast and convenient. School districts are faced with
the challenge of deciding which tools to use for what
purpose. This session will provide a summary of the most
popular tools school districts are using, share case studies
from districts around the country that have had success
with social media, and give you the top 10 best practices
for employing social media in your school district.

Published in: Education, Business, Technology

What Every School District Needs to Know About Social Media

  1. 1. What Every School District Needs to Know About Social Media The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com NSPRA 2012 July 9, 2012 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  2. 2. Slide Deck & Resources www.marketingsavant.com/nspra12 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  3. 3. On Today’s Agenda • Social Media – The Strategic Process • Tools for School Districts • Best Practices for Facebook, Twitter, and others • Case study and Examples of School Districts Using Social Media • 10 Best Practices for School District Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  4. 4. Connecting Content With District Supporters Source: Ogilvy www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  5. 5. Don’t Commit Random Acts of Social Media Marketing! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  6. 6. Have a Well Defined Social Strategy Delavan-Darien (WI) is Social! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  7. 7. Define the Social Media Plan 1. Outline Your 7. District-wide Social Objectives Media Opportunities 2. Determine Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine District 10. Social Media Systems Integration Points 11. Measurement 6. Culture Change and Adaptation? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  8. 8. Define the Social Media Plan 1. Outline Your 7. District-wide Social Objectives Media Opportunities 2. Determine Risk Profile 8. Policy / Protocols 3. Define Your 9. Choose Social Audience(s) Channels (Tools & 4. Social Media Content Tactics) 5. Determine District 10. Social Media Systems Integration Points 11. Measurement 6. Culture Change and Adaptation? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  9. 9. WRITE THE STRATEGY What’s your Strategy Statement? In What Way Does Social Media Help Us Achieve Our Mission? What Are 3 Expectations You Have for Social Media in Your School District? www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  10. 10. Balance Risk &Reward www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  11. 11. Use Personas to Bring Audience into Focus www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  12. 12. Map the Sphere of Interest & Influence• Identify your target State & National Parks audiences and subgroups Health Enthusiast Family Travel Bike Bike Clubs Safety Bike• Think in terms of what Shop associated groups are important to your Fitness & Training Bike Racing audience that connect to (touch) your product or service Healthy Eating Organic Gardening www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  13. 13. Publish on Schedule – “1-7-30-4-2-1” • 1 = Daily • 7 = Weekly • 30 = Monthly • 4 = Quarterly • 2 = Bi-Annual • 1 = Annual Source: FusionSpark Media www.marketingsavant.comThe MarketingSavant Group http://www.fusionspark.com/blog/2009/10/13/content-marketing-secrets-part-iii-easy-as-1-7-30-4-2-1/ 888.989.7771
  14. 14. Map Out the Publishing Process www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  15. 15. Social Media Requires Change Management • Urgency! • Guidance & governance • Vision • Communication • Empowerment & enablement • Campaign wins + competence development • Build institutional processes • Create Social Media Center of Excellence www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  16. 16. Social Media Policy Essential Before You Start in Social • New media channels and internet services have changed the way we communicate – Personal information on display on blogs, Facebook etc. – The line between the personal and the professional sphere gets blurred. – Corporate information available from lots of sources. – Users spread information about brands, products and companies. • Internet allows viral spread of information – Bad news travels fast. – Good news can also travel fast. – Media and the blogosphere influence each other. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  17. 17. Social Media First Responders • Be transparent. Be open and honest in all communication. • Be ethical. Live by the WOMMA Practical Ethics Toolkit • Be relevant. Share information and perspectives that are valuable to the online community • Personalize and be personable. • Address negative discussion head-on. • Court evangelists & advocates. Even if you’re not ready to join the conversation, it pays to have a sound strategy for dealing with any social media conversation taking place about your brand. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  18. 18. Social Media Toolset www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  19. 19. Using the Right Tools • Listen to Social Media Channels • Create Your Fan Page • Build a Fan Community on • Publish Great Content on Your • Use to Tell Your Story with Video • Amplify Your Images with www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  20. 20. Free Listening Tools Scratch the Surface www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  21. 21. Google Reader: The Hub www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  22. 22. Facebook Pages• Publish content that naturally encourages click- throughs or creates discussion.• Powerful way of engaging parents, supporters, community and alumnus• Many options for sharing content and media• Connect it to your blog for a constant flow of content• Directly message & connect with supporters around important issues www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  23. 23. Facebook Communication Strategy• Build an active Timeline • Use Calls to Action – Encourage people to Like your page – Well designed, clear calls to action – Monitor and participate in the – Market Facebook outside Facebook comments on your Timeline • Use photos• Re-purpose content – If possible, use pictures to show how – Post useful, interesting content from students are succeeding in your various sources, regularly schools• Encourage Experiential Marketing – Show events, awards, etc. – Use Landing pages or welcome tabs – Post pictures of your team at work – Product specific interaction • Use video – Deliver a unique experience! – Post recording of school events, – Experiment speeches• Use Ads to Drive Traffic – Show your sports teams in action – Open enrollment, sporting events, • Integrate off-line marketing referenda, etc. – Other media ads and content www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  24. 24. Twitter for School Districts • Establish a pattern of consistency in your tweeting strategy • Keep your “it is all about them” hat on when tweeting – RT other people’s stuff • Follow social media best practices – Follow those that follow you but maintain balanced follower to following ratios – recommend 1.25 to 1 or less – Engage: Proactively and in response to RTs (retweets) and SOs (Shout Outs) • Tweet consistently and set up a good maintenance schedule • Measure which content resonates best with your audience www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  25. 25. What Is Twitter Good For ? • Building Community- creating a strong community of followers that ultimately help raise awareness, visibility and affinity for the district • Media Relations – share updates, initiatives, ideas and relevant stories with your local media on twitter • Parent Relations - using Twitter to successfully engage with parents who need regular updates • Events - driving attendance at school events such as theater, sporting • Early Alert – alert parents and the community when breaking news happens, weather closes school or other such things happen • Branding & Awareness - employing Twitter in creative ways to increase awareness around a district program or initiative • Fundraising - using Twitter to spread the word about important causes www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  26. 26. Start a District Blog • Platform for updates, superintendent opinions, PR content • Feed Facebook and Twitter accounts • Share district success stories • Use as the foundation for a social media publishing plan www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  27. 27. Start a Band of Bloggers! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  28. 28. Embrace the Power of Video • Tell your story with video – most popular platform (for Google, after Google itself) • SEO & SMO friendly • Capture and share experiences that other SM channels can’t duplicate www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  29. 29. Pulaski on Pinterest • Pinterest is a fast-growing pin- board style social network • The site is very visual in nature and allows you to showcase: – Events – Faculty – Students – Share educational resources – Community • Pulaski School District has several boards, highlighting: – Graduation – The Golden Apple Winner – Around the Village – Around the District – Our Schools www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  30. 30. HootSuite • Manage Facebook and Twitter • Team social media assignments • Now handles “admin as page” in Facebook • Used by hundreds of brands • www.hootsuite.com • Free to $$$ www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  31. 31. Postling • Simplifies multiple account management • Blog right from Postling • Upload photos & videos • Reply to Facebook posts • Daily email updates • Track metrics for each property • http://postling.com • Free to $49/mo www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  32. 32. Sprout Social • Manage social networks in one place • ‘Discover’ based on search & mentions (leads!) • Connect FB, Twitter, LinkedIn • Great for personal brands & small business • Follower demographics • Great charts & UI • $9 - $49/mo www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  33. 33. District Case Study – Minnetonka, Minnesota Share Videos Pictures from Sporting Events www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  34. 34. Minnetonka is Social! • Facebook to share videos, sporting events, student spotlights, etc. • YouTube to showcase students and events • Using RSS feed to inform people of breaking news within the district www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  35. 35. Minnetonka Case Study • In education especially, there is always the concern about teacher-student online communications • Put policies in place to protect against inappropriate behavior • Talk to staff about repercussions is social media is not used properly • The Minnetonka School District has a policy in place stating that educators can only engage in password protected networks that are sanctioned by the school district • All messaging between faculty and students must be public www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  36. 36. 10 Best Practices in School District Social Media www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  37. 37. Following other people’s best practices is the surest route to mediocrity. Rewrite the rules of engagement and build the organization around the customer. via: WWW.VIRTU-ASSIST.COM www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  38. 38. 1. Guidelines, Policy, Education Train school staff, parents and students on the safe use of social media • Host a Tweetup • Inform before punishing • Policies should be instructive www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  39. 39. 2. Get Better at Social Media… Through Social Media • Social media changes quickly – you should to! • Follow the top blogs • Follow the ad-age 150 • Google alert on “school district social media” • Social media users group “In my professional role, I’ve become very quickly reliant on Twitter and Facebook to inform me of trends and Web 2.0 tools I should be considering using with students/sharing with staff.” —Marcia Dressel, K-5 librarian, Osceola, Wis. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  40. 40. 3. Go Beyond “Supply Side Content” • Understand what your audience wants in social media – talk about that • Use the ‘sphere of interest’ to determine allied topics for social media • “Atomize” your district content to tell your story www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  41. 41. 4. Use Social Media as a Multiplier www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  42. 42. 5. Understand and Adapt to Mobile Behavior Facebook, Twitter Reach among Smartphone Users 3-month average, ending June 2011 Source: Experian Hitwise 50.9% 31.7% 12.5% 7.4% U.S. smartphone users European smartphone users Facebook Twitter The Social Media Data Stacks www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  43. 43. 6. Understand the Finer Points of Social Media Engagement • What and when to post content on social networks? • Mind your ‘share of voice’ on the social channels • Read and heed the research on social media engagement • Hashtags, photos, conversation, tone, etc. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  44. 44. 7. Mind the Social Metrics Effective social media measurement should start by turning the traditional ROI approach on its head. That is, instead of emphasizing their own marketing investments and calculating the returns in terms of customer response, managers should begin by considering consumer motivations to use social media and then measure the social media investments customers make as they engage with the marketers’ brands. Can You Measure the ROI of Your Social Media Marketing?, MIT Sloan Management Journa - Donna L. Hoffman and Marek Fodor www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  45. 45. 7. Mind the Social Metrics (cont’d) www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  46. 46. 8. Develop Your Social Media Voice • Social media voice is critical to engagement and long term success • Sorry, but there’s no formula • Mind the “style of your brand/district” - Chances are a style guide already exists that communicates brand presentation, usage guidelines and other forms of brand-related marketing aesthetics. www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  47. 47. 9. Remember, It’s Not About the Technology Social media isn’t “about the technology!” We need to better understand: • Psychology • Sociology • Anthropology • (Digital) Ethnography www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  48. 48. 10. Explore New Platforms • Go beyond social media for social media’s sake • Explore the use value beyond the “Big 5” • Ask “How will this new social media tool help us to achieve our mission” www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  49. 49. 11. Follow Evelyn McCormack www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  50. 50. QUESTIONS? The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com Thanks for Attending! www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  51. 51. Slide Deck & Resources www.marketingsavant.com/nspra12 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
  52. 52. What Every School District Needs to Know About Social Media The MarketingSavant Group www.marketingsavant.com 888.989.7771 dana@marketingsavant.com NSPRA 2012 July 9, 2012 www.marketingsavant.comThe MarketingSavant Group 888.989.7771
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