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The edSocialMedia Summit featured leading social media strategists and practitioners in the independent school community.

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  1. 1.
  2. 2. Strategic Marketing for Schools:Blending Web & Social MediaPart 1. <br />Marisa Peacock, Sr. Marketing Manager <br />
  3. 3. What We Know about Social Media….<br />It allows for TRANSPARENCY<br />Executive engagement in crucial<br />Sandy Carter, VP of Service-Oriented Architecture (SOA) & WebSphereStrategy, Channels & Marketing at IBM says: <br />it’s almost unethical for executives to advocate use of<br />social media and not be engaged themselves.<br />
  4. 4. What We Know about Social Media….<br />Tweets from the Chiefs <br />BusinessWeekprofiled 50 CEOs who use Twitter, either personally or<br />professionally, including: <br />@kevinrose Kevin Rose, Founder and CEO of Digg.com<br />@zappos Tony Hsieh, CEO of Zappos.com<br />@techcrunch Michael Arrington, CEO of Techcrunch.com<br />@SunCEOBlog , CEO of Sun Microsystems<br />@gcolony, CEO of Forrester Research<br />@livestrongceo, CEO of Livestrong Foundation<br />@finkd, Mark Zuckerburg, CEO of Facebook<br />@stevecase, Co-Founder of AOL<br />@richardbranson, Chairman of Virgin Group<br />@biz, Co-Founder of Twitter<br />@ev, CEO of Twitter<br />
  5. 5. Tweets from the Chiefs<br />
  6. 6. Tweets from the Chiefs<br />
  7. 7. How many independent school heads, deans or directors use Twitter?<br />
  8. 8. What We Know about Social Media…<br />It allows for PARTICIPATION – on all sides<br />Interactive is the new buzzword, but what does it mean? What is<br />considered interactive?<br />Asking questions<br />Video, audio, live streaming<br />Dynamic content<br />Sharing<br />Providing new ways to engage with traditional media<br />
  9. 9. What We Know about Social Media…<br />It’s about CONNECTING with others<br />Schools can build a loyal following or fans & followers from a variety of industries and backgrounds. <br />It’s not just about parents and alumnae<br />Audiences expand exponentially, spreading messages instantaneously <br />Goes beyond mailing lists <br />Doesn’t make assumptions about demographic<br />
  10. 10. 4 Myths about Social Media <br />It’s a fad<br />You can’t control your image/message<br />It’s free and easy<br />It doesn’t require a strategy<br />
  11. 11. Why You Need a Social Media Strategy<br />You wouldn’t produce print materials that<br />don’t support your school’s marketing strategy<br />– producing social media shouldn’t be<br />any different.<br />
  12. 12. Why You Need a Social Media Strategy<br />What you say can reach more people<br />Social Media is a team effort<br />It requires a shift in priorities<br />The starting point is not always the website<br />
  13. 13. Why You Need a Social Media Strategy<br />When thinking about social media and <br />how you might leverage specific tools, <br />you need to focus on the whole organization <br />and not just a particular function.<br />Everyone plays a role. <br />
  14. 14. Components of a Social Media Strategy<br />Dynamic Content<br />marked by usually continuous and productive activity<br />Accessibility<br />Captions, titles, subtitles, links to additional info<br />Distribution Channels<br />create, share and discover relevant content with others<br />Consistency <br />Establish frequency, analytics, patience, <br />Responsiveness<br />communication with users, response to issues<br />
  15. 15. Beyond Twitter & Facebook<br />Produce dynamic content with free, <br />easy-to-use, third-party tools<br />Vuvox<br />Issuu<br />Vimeo<br />
  16. 16. VuVox<br />Media creation, made easy www.vuvox.com<br />Real world example: <br />The Washington Post: Fashion Week 2009<br />School example: <br />The Madeira School: a Day in the Life<br />
  17. 17. Issuu<br />You Publish. www.issuu.com<br />Real world example: <br />The New York Times Style Magazine<br />School example: <br />The Pomfret School<br />
  18. 18. Vimeo<br />Video Sharing www.vimeo.com<br />Real world example: <br />The White House<br />School example: <br />St. Luke’s School<br />The Madeira School<br />
  19. 19. @marisacp51@sisarinasaysmarisa@sisarina.comfacebook.com/sisarina<br />Marisa Peacock, Sr. Marketing Manager <br />