AIMS Social Media Webinar

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Association of Independent Michigan Schools Webinar - Social Media for the Admission Professional

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AIMS Social Media Webinar

  1. 1. Social Media for Admission Professionals <ul><li>Brendan J. Schneider </li></ul>March 1, 2011
  2. 2. <ul><li>What is the role of social media for admission professionals? </li></ul><ul><li>How we use social media at Sewickley Academy </li></ul><ul><li>Share failures and successes </li></ul><ul><li>Share tools and books </li></ul>Goals
  3. 3. My Background <ul><li>Me with a bear... </li></ul>
  4. 4. Our Story <ul><li>Sewickley Academy 2008 </li></ul>
  5. 7. Traditional (Outbound) Marketing
  6. 8. Social Media
  7. 9. Friends? Followers?
  8. 10. <ul><li>Inquiries - /Apps, Visit = </li></ul><ul><li>Ghost Inquiries </li></ul><ul><li>Traditional Marketing ROI </li></ul><ul><li>Job Security </li></ul>
  9. 11. Social Media for Admissions Marketing Enrollment Retention
  10. 12. Where it all starts... Marketing
  11. 13. Pittsburgh Private School? Marketing
  12. 14. Inbound Marketing <ul><li>Outbound - You find families </li></ul><ul><li>Inbound - Get found by families </li></ul>Marketing
  13. 15. School Website Twitter Blog Facebook YouTube Marketing
  14. 16. Inbound Marketing <ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Authority </li></ul></ul>Marketing
  15. 17. Search Engine Results Page <ul><li>SERP </li></ul>Marketing
  16. 18. Search Engine Optimization <ul><li>Create Great Content </li></ul><ul><li>Get Links </li></ul><ul><li>Get Found </li></ul>Marketing
  17. 19. School Website Marketing
  18. 20. Blog <ul><li>Core </li></ul><ul><li>What do your prospective families want to read? </li></ul><ul><li>Social Sharing </li></ul><ul><li>Brand </li></ul>Marketing
  19. 21. Blog Details <ul><li>Wordpress </li></ul><ul><li>Social Sharing </li></ul><ul><li>Post at least 1/week </li></ul><ul><li>Team </li></ul><ul><li>Chief Blogger </li></ul><ul><li>Long Tail Keywords </li></ul>Marketing
  20. 22. Blog Topics <ul><li>Success </li></ul><ul><ul><li>5 Things To Do Before You Apply For Financial Aid </li></ul></ul><ul><ul><li>Why We Teach Mandarin Chinese At Sewickley Academy </li></ul></ul><ul><ul><li>College Guidance: 5 Best Tips and Practices </li></ul></ul><ul><li>Failure </li></ul><ul><ul><li>Bring Sid The Kid Home </li></ul></ul><ul><ul><li>Knockin’ On Seven’s Door </li></ul></ul>Marketing
  21. 23. Facebook <ul><li>“ Business Causal” </li></ul><ul><li>What would prospective families find interesting? </li></ul><ul><li>See behind the curtain... </li></ul>Marketing
  22. 24. Facebook Details <ul><li>Northsocial.com </li></ul><ul><li>Post 2-3/day </li></ul><ul><li>Blog posts </li></ul><ul><li>Media is better </li></ul><ul><li>Share external as well Marketing </li></ul>Marketing
  23. 25. Twitter <ul><li>“ Beach Attire” </li></ul><ul><li>What does your school find interesting? </li></ul>Marketing
  24. 26. Twitter Details <ul><li>Hootsuite.com </li></ul><ul><li>Post 3-4/day </li></ul><ul><li>75/25 Rule </li></ul><ul><li>Timely.is </li></ul><ul><li>Schedule </li></ul>Marketing
  25. 27. Twitter Content <ul><li>75% - School </li></ul><ul><ul><li>Blog Posts, News – Internal/External, Media </li></ul></ul><ul><ul><li>Educational Quotes </li></ul></ul><ul><li>25% - Non-School </li></ul><ul><ul><li>Educational Articles </li></ul></ul><ul><ul><li>Local News, Local Community Happenings </li></ul></ul>Marketing
  26. 28. YouTube <ul><li>The Future </li></ul><ul><li>Experiment </li></ul><ul><li>Unpolished is good arketing </li></ul>Marketing
  27. 29. Enrollment <ul><li>Social Media </li></ul><ul><ul><li>Got Found </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Anecdotal </li></ul></ul><ul><ul><li>Boarding School </li></ul></ul>Enrollment
  28. 30. Retention <ul><li>Easier to Reenroll than to Enroll </li></ul><ul><li>Anecdotal </li></ul><ul><li>Parents are active on Facebook </li></ul><ul><li>Reinforce decision </li></ul>Retention
  29. 31. Books
  30. 32. Future <ul><li>Connect </li></ul><ul><li>Guest Blog </li></ul><ul><li>Finally... </li></ul>
  31. 33. I’ll buy... <ul><li>...when you visit Pittsburgh! </li></ul>
  32. 34. Questions

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