Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Media for
Educational Institutions
Presentation by: Elise Jones
@elise_m_jones
WHAT IS SOCIAL MEDIA?
Websites and applications
that enable users to create
and share content or to
participate in social
...
eBizMBA Rank
900M
310M
255M
250M
120M
110M
42M
42M
80M
100M
Top 10 social networking sites
with estimated unique monthly
v...
As of September 2014:
• 71% of online adults
use Facebook
• 60% of online adults
use YouTube
• 28% use Pinterest
• 28% use...
WHY SOCIAL MEDIA
MATTERS?
• Expand brand awareness
• Engender loyalty
• Build community/audience
• Amplify vision and stra...
Virtual
Communities
On a
mission
Looking
for
expertise
Want to
engage
PRIMARY SOCIAL MEDIA
FUNCTIONS
WHAT THE EDUCATION SOCIAL
MEDIA LANDSCAPE LOOKS LIKE AT
THIS MOMENT…
“Social media should no longer be viewed as an
additi...
WHAT NEXT?
• Create social
media plan/
content strategy
• Understand
audience &
experience.
• Brand yourself.
• Begin NOW!
YOUR TURN… ANSWER
THESE 6 QUESTIONS:
• Can you answer the question “only we…”?
• Can you nurture and sustain a social
medi...
SOCIAL MEDIA
PLAN/STRATEGY
• First dedicate staff and time to your
communications and marketing initiatives.
• Next, figur...
WHAT IS MAGNETIC
CONTENT?
Source: Fleishman-Hillard
CONTENT STRATEGY
Content Strategy uses credible, trustworthy,
transparent media to communicate stories and
information to ...
AUDIENCES
• People will take more of what they need to know
from organizations that give them what they want
to know.
• Yo...
BRANDING
• Marketing is about understanding people and
designing products and services to meet their needs
and wants, and ...
BRANDING
How to Write a Brand Positioning Statement:
To (target)
_____________________________
who (characteristic)
______...
EXPERIENCES & VOICE
• Experiences are how people feel, think and
act when they consume your content or use
your service.
•...
EXPERIENCES & VOICE
• To hold the attention & interest of an
audience, the writer needs to speak in a
voice the audience w...
SOCIAL/MOBILE MEDIA
Infographics from Go-Gulf
SOCIAL MEDIA TO DO’S
• Reserve your username across all social
platforms. (knowem.com)
• Create custom URL’s on each platf...
TIPS FOR SUCCESS
• Platform insights:
– Facebook
– Twitter
– LinkedIn
– Instagram
• It’s important to tell a story that fi...
OPTIMAL TIMES FOR
SOCIAL POSTING
Infographic from My Clever Agency
MANAGING CONTENT
• How will your content be managed?
• Create a governance plan for who is
responsible for the material ap...
RESOURCES
• Google alerts
• Mashable
• Social Media Examiner
• Coursera
• Social Mention
• Alltop
• Wefollow
• Hootsuite
•...
YOUR TURN! START A
PLAN
• Create your content strategy plan.
– What are your top business goals (3 – 5)
– Analyze current ...
Upcoming SlideShare
Loading in …5
×

Social media for educational institutions

772 views

Published on

A presentation given to the BADA group about content strategy and using social media to communicate their business goals to different audiences and crafting experiences that link back to their brand positioning.

Published in: Social Media
  • Be the first to comment

Social media for educational institutions

  1. 1. Social Media for Educational Institutions Presentation by: Elise Jones @elise_m_jones
  2. 2. WHAT IS SOCIAL MEDIA? Websites and applications that enable users to create and share content or to participate in social networking.
  3. 3. eBizMBA Rank 900M 310M 255M 250M 120M 110M 42M 42M 80M 100M Top 10 social networking sites with estimated unique monthly viewers
  4. 4. As of September 2014: • 71% of online adults use Facebook • 60% of online adults use YouTube • 28% use Pinterest • 28% use LinkedIn • 26% use Instagram • 23% use Twitter • 22% use Google+ CURRENT SOCIAL MEDIA LANDSCAPE YouTube is the #2 search engine in the world. 74% of online adults use social networking sites 80% of your online visitors will watch a video, while only 20% will actually read content in its entirety. 52% use multiple social media sites a day
  5. 5. WHY SOCIAL MEDIA MATTERS? • Expand brand awareness • Engender loyalty • Build community/audience • Amplify vision and strategy • Engage with stakeholders future, past and present • Learn from/monitor others
  6. 6. Virtual Communities On a mission Looking for expertise Want to engage PRIMARY SOCIAL MEDIA FUNCTIONS
  7. 7. WHAT THE EDUCATION SOCIAL MEDIA LANDSCAPE LOOKS LIKE AT THIS MOMENT… “Social media should no longer be viewed as an addition to the long list of responsibilities but a way to accomplish goals and drive active participation from faculty, students, administrators, alumni, and recruiters. Social media is more than a medium for pushing news about campus events; but a method to create communities around your institution. Storytelling and sharing visual content through social media can be used to enhance an institution’s website, engage constituents, drive website traffic, strengthen donor relations, strengthen constituent loyalty, and recruit faculty and students.” Social Media Marketing Forum for Educational Institutions, November 19, 2014
  8. 8. WHAT NEXT? • Create social media plan/ content strategy • Understand audience & experience. • Brand yourself. • Begin NOW!
  9. 9. YOUR TURN… ANSWER THESE 6 QUESTIONS: • Can you answer the question “only we…”? • Can you nurture and sustain a social media presence? • Can you be a conversational brand? • Where are our customers and competition? • What is our source of rich content? • What does success look like?
  10. 10. SOCIAL MEDIA PLAN/STRATEGY • First dedicate staff and time to your communications and marketing initiatives. • Next, figure out your content strategy, audience, branding, experiences & voice. • Evaluate platforms and types of media. • Give it a shot and evaluate. • Manage content. Source: Content Strategy for Professionals 2015
  11. 11. WHAT IS MAGNETIC CONTENT? Source: Fleishman-Hillard
  12. 12. CONTENT STRATEGY Content Strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals. – Unless organizations can reach people with content that matters to them —where, when and how they want it —those individuals won’t give their time and attention to engage with the content that is critical to an organization’s success. – Organizations must provide engaging, credible, trustworthy and transparent content that enhances their target audiences’ ability to make important decisions in their work and personal lives. Source: Content Strategy for Professionals 2015
  13. 13. AUDIENCES • People will take more of what they need to know from organizations that give them what they want to know. • Your audience can only attend to a certain number of topics deeply at a time and they will only pay attention to your topics when motivated to do so. • You must deeply understand how your audience spends their time. – What are they doing at different times during the day and how can you best meet their needs? • Personas are archetypes of individuals at the center of your organization’s target market. Source: Content Strategy for Professionals 2015
  14. 14. BRANDING • Marketing is about understanding people and designing products and services to meet their needs and wants, and then communicating this to them. • A brand is not just the name, a logo or look of a product or service. It is based on your understanding of the target audience. It is your idea or concept of what would be the best idea of the product or service to them. • You need to be able to articulate the concept of your brand very clearly. • Over time in every organization, you will produce many different pieces of content, most likely across different media platforms. The key is that all of them should be tied to the experiences that your content strategy calls for. Source: Content Strategy for Professionals 2015
  15. 15. BRANDING How to Write a Brand Positioning Statement: To (target) _____________________________ who (characteristic) ______________________, this brand (what is like) ____________________ that (different from) Source: Content Strategy for Professionals 2015
  16. 16. EXPERIENCES & VOICE • Experiences are how people feel, think and act when they consume your content or use your service. • The collective set of experiences that a person has with content creates their overall engagement with the brand. • Experiences matter for three reasons: – First, all content creates user experiences. – Second, experiences are linked to usage. – Third, you, the creator of the content, can shape those experiences. Source: Content Strategy for Professionals 2015
  17. 17. EXPERIENCES & VOICE • To hold the attention & interest of an audience, the writer needs to speak in a voice the audience will recognize as someone like them. • Tone is the mood of the writer’s voice. It gives a writing voice nuance, depth and color. • Your audience uses many information devices during the day. You need to understand their media-consuming habits to truly engage your audience with your important stories and content. Source: Content Strategy for Professionals 2015
  18. 18. SOCIAL/MOBILE MEDIA Infographics from Go-Gulf
  19. 19. SOCIAL MEDIA TO DO’S • Reserve your username across all social platforms. (knowem.com) • Create custom URL’s on each platform. • Put social media buttons on your website and newsletters. • Add Find me at… on all school employees’ email signatures. • Update social profiles with headers, profile photos and fill out about & contact sections completely. • Create a social media editorial calendar. • Connect with digital influencers.
  20. 20. TIPS FOR SUCCESS • Platform insights: – Facebook – Twitter – LinkedIn – Instagram • It’s important to tell a story that fits the device both narratively and from a design perspective.
  21. 21. OPTIMAL TIMES FOR SOCIAL POSTING Infographic from My Clever Agency
  22. 22. MANAGING CONTENT • How will your content be managed? • Create a governance plan for who is responsible for the material approvals. • Create a style guide. • Have a plan for when things go wrong. • Ensure your content is key word searchable. • Make sure your content properly attributed!
  23. 23. RESOURCES • Google alerts • Mashable • Social Media Examiner • Coursera • Social Mention • Alltop • Wefollow • Hootsuite • EdTech • Canva
  24. 24. YOUR TURN! START A PLAN • Create your content strategy plan. – What are your top business goals (3 – 5) – Analyze current social platforms – Study audiences; create personas – Decide on topics/platform/tone & voice – Assign responsibility & timeline – Determine what is success – Redo every 3 months

×