Beyond facebook


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Social Media For School Admissions: Facts, Stats and Trends

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Beyond facebook

  1. 1. Socially Acceptable Making Social Media Work for Admissions Marisa Peacock Silverpoint May 15, 2012
  2. 2. What we’re going to cover  Why: Trends & Statistics, Social Media Usage  What: Using Content to Tell Stories  Who: Your Audience  How: Getting it Done  Staffing  Your website  Pinterest  Google+  Tumblr  Instagram
  3. 3. 3 Why: Social Media Usage
  4. 4. Why: Social Media Expands Beyond Facebook, Twitter  In the last year, we’ve seen new social networks emerge: Google+, Pinterest, Tumblr among others  Pinterest now has over 10.4 million registered users, 97.7% are female  Google+ has 100 million users  Instagram has 50 million users  Tumblr has 42.6 million blogs
  5. 5. 5 Why: Social Media Usage Source: ComScore
  6. 6. 6 Why: Social Media Usage - Pinterest Source:
  7. 7. 7 Why: Social Media Usage-Google+ Source: Flowtown
  8. 8. Why: Social Media Usage- Tumblr Source: Mashable
  9. 9. 9 Why: Social Media Usage- Instagram Source: Online Colleges
  10. 10. 10 What: Using Content to Tell Stories
  11. 11. What: Visual Content  New social media platforms favor visual content  Let your digital assets find their voice  Tap into emotion  Be interesting and/or humorous  Ask questions and solicit responses  Learn to let pictures promote your brand  Social media can be an extension of your view book
  12. 12. What: It’s (Always) About Content  Social Media content is…  Updated reasonably regularly  Timely  What happened/is happening this week  Not what happened last month  Expected to ask questions & ask others to share their experiences
  13. 13. What: The Good News About Content  Good news!  You have things happening every day that are actually interesting  You are (hopefully) already creating great content  And it’s easy to put this content onto social media  It’s actually pretty easy  Seriously, it’s not all that hard  Also, feel free to repurpose digital assets into informal social media ready “snippets”
  14. 14. What: Sources of Content  You have the sources  Administrators – News/blogs, events  Faculty & Students – Class projects, trips, artwork  Coaches – Scores, game recaps  Alumni – Their lives and memories, archives  Let them contribute!  Your fans will get involved and conversations will happen
  15. 15. 15 What: Your School’s Stories  Schools on Tumblr    Schools on Pinterest  
  16. 16. 16 What: Your School’s Stories  Schools on Google+  Choate Rosemary Hall  The Hun School  Schools on Instagram  Hathaway Brown  Ithaca College  Oberlin
  17. 17. 17 Who: Your Audience
  18. 18. 18 Who: Your Audience is Changing  The way people are responding on social media tools is changing. The applications or social media tools have altered and audiences have shifted or grown.  Long winded wordy posts are being replaced with more and more visual, impactful content like photos and video.
  19. 19. Who: Your Audience & Your Content  Note that there is a tremendous overlap in the content that is of interest to these groups Priorities one two three Prospective Families About News Events Current Families Events News Alumni News Events
  20. 20. 20 Who: Find Your Audience See what content they are already pinning from your website: http://www.pinterest.c om/source/yourwebsit e
  21. 21. 21 How: Getting it Done
  22. 22. Before We Proceed…  Q: Does this mean I don’t need a Facebook page or Twitter presence?  A: No. Many, if not all of these additional platforms can be integrated within your Facebook page and Twitter profile.  Visual content allows you to connect with your users as the expand networks.
  23. 23. Getting it Done: Social Media Policies  How does copyright affect your digital assets? use watermarks, and cite sources as appropriate, especially when using user- generated or professional content.  Get permission to use photos of alumnae, students, guest speakers, as necessary.
  24. 24. Getting it Done: The Big Picture  Don’t over-think your strategy, keep it simple  Don’t be afraid to post a single piece of content “everywhere” (website, Pinterest, Tumblr)  There is a big overlap in the content that is of interest to current and prospective families  Experiment with content -- see what gets noticed.
  25. 25. Getting it Done: Staffing for Social Media  Set a Reasonable Goal  At least a few posts per week  Create a calendar/topics  Schedule contributions and give people tips and templates  Put someone in charge  Give them the ability to gather and post content  Don’t forget the weekend!
  26. 26. Getting it Done: Your Website  Providing links  Only link to where you are active!  Homepage and/or where they are accessible on every page (header or footer)  You can also provide links on specific pages, but there should be some reason  Don’t feel like you have to send them “away”  You can use embed tools to place feeds on your pages  Tumblr Feed  Instagram feeds  Pin boards
  27. 27. 27 Getting it Done: Your Website
  28. 28. Getting it Done: Your Website
  29. 29. 29 How: Pinterest
  30. 30. How: Pinterest  Showcase Your School  Show off buildings, popular classes, campus  Reflect Your School’s Lifestyle  Promote traditions, history, mission  Crowdsource  Ask users to pin an image of themselves wearing School uniform, emblem, gear  Provide Behind-the-Scenes Access  provide backstage access or yet-to-be-seen images of school teams and guest speakers  Promote Buzz  used a collaborative board to pin favorite photos, trends and clips from past week's events.
  31. 31. 31 Getting it Done: Pinterest  Measure Your Reach     Pin a Quote/Share As Image 
  32. 32. 32 How: Instagram
  33. 33. How: Instagram  Keep content fresh, interactive, and aligned with the brand attributes you want your fans to notice  Post pictures that have meaning to your users and induce shares  Encourage users to get involved in your content creation.  Give followers a better understanding of how what happens at your school.
  34. 34. 34 Getting it Done: Instagram  Embed photos   Measure engagement   Create a vanity url   Send a postcard 
  35. 35. 35 How: Tumblr
  36. 36. How: Tumblr  Share small chunks of media  Share others content  Provide relevant, thematic content  Tag your posts: use words that are specific  Curate your best content: share from other social media sites, blogs  Use a Watermark:  drives people back to your site no matter how many times it gets reblogged and expanded across the Tumblr.
  37. 37. Getting it Done: Tumblr  Be productive:  updates all of your social networks from the web, email or third party applications all at once, including your tubmlr.  Tumblr Post: post photos, videos, mp3s, quotes and links to your Tumblr page by dragging and dropping content onto the extension's status bar icon ( US/firefox/addon/tumblr-post/)
  38. 38. 38 How: Google+
  39. 39. How: Google+  Segment and create content for followers, leads and other people you do business with  Engage user who find you via Google searches  Use hangouts to have Live Q&As, discussion forums  Create unique content -- avoid cross posting.
  40. 40. 40 Getting it Done: Google+
  41. 41. 41 Getting it Done: Google+  Promote your Google+ Page, Feed  Google+ Widgets: (  Compare Stats   Find People   Share across networks  Extended Share for Google+ (Chrome only)  G++ (Firefox & Chrome)
  42. 42. Final Thoughts  Define your goals and have a plan – start small, but start well!  Gather & Investigate  Look at what others are doing (not just schools)  Be realistic about what you can do  Think strategy, tie-ins with existing content and brand, leveraging what you already have in place  It’s inevitable - you might as well have fun with it