Building Leads in Adult Education Using Social Media

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Presentation at the Ohio ACTE Conference 2011.

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Building Leads in Adult Education Using Social Media

  1. 1. SOCIAL MEDIA: Building Leads In TheWorld Of Adult Education
  2. 2. Our Plan For Today: A.  Why Social? B.  Social Business C.  Utilizing Social D.  Communities, Customers, Leads E.  Next Steps TODAY’S TWITTER HASHTAG: #ohioacte11
  3. 3. Great Heights is an integrated marketingcommunications company helping organizationselevate their marketing efforts through thescience of strategy, the art of creativity and theengagement of experiential.Strategic Marketing & Public RelationsSocial MediaDesign (Packaging, Trade Show, Logo, Collateral)BrandingExperiential MarketingEvent Planning & ManagementSponsorship Management
  4. 4. WHAT IS SOCIAL MEDIA? • Social Media is an open, interactive, conversational communications tool based online • Social media changes the way we communicate from one-way and top-down to two-way, bottom-up • Social media moves communication from a monologue to a dialogue.
  5. 5. WHY DOES SOCIAL MATTER?
  6. 6. “Social media means thatconsumers have been given a larger seat at the table, and they are never going back.” -@bobinmotion, random guy on Twitter
  7. 7. THE SHIFT TO SOCIAL BUSINESS
  8. 8. “The worlds leading companies are realizing that a solid grasp of social technologies and social platforms, along with the concepts of authenticity, transparency, and trust will become critical to building global brands,transforming product development, enabling real-time customer service, and fostering social collaboration with customers and key stakeholders.” -Beverly Macy CEO, Gravity Summit LLC
  9. 9. THE SHIFT TO SOCIAL BUSINESSBottom Line: Social Business is all about removing communication barriers and deepening relationships with customers.
  10. 10. UTILIZING SOCIAL
  11. 11. FIVE WAYS TO MARKETYOUR BRAND ONFACEBOOK:1.  USE PHOTOS & VIDEOS2.  LIKES3.  FACEBOOK QUESTIONS4.  FACEBOOK PLACES5.  GROUPS
  12. 12. “Thoughtful and engaging photos are a critical component to our Facebook Page,” says Joel Frey, Travelocity’s senior public relations manager.“When the Roaming Gnome attends anevent team definitely wants our fans tochuckle at his antics, but we also want them to imagine themselves taking a balloon ride one day and, hopefully,using Travelocity to help them turn that dream into reality.”
  13. 13. FACEBOOK QUESTIONS
  14. 14. Your goal, by andlarge, should be toinspire in-storecustomers to sharethe “I was here”message with aplace check-in thatgets distributed totheir Facebookfriends and postedto your Place Page.Source: Mashable
  15. 15. WAYS TO ESTABLISHYOUR BRAND ONTWITTER:1.  REWARD LOYALTY2.  SHARE EXPERTISE3.  RUN DEALS & PROMOTIONS4.  RECEIVE CUSTOMER COMPLAINTS
  16. 16. HUMAN BUSINESS TEAMS
  17. 17. NEW COMMUNITIES •  Senior Citizens •  High School Students •  Moms
  18. 18. DEVELOPING LEADS, GROWING CUSTOMERS •  Online Forms •  Facebook Groups/ Pages •  Email Newsletters •  Direct Mail Campaigns That Drive Traffic Back •  Contact Forms
  19. 19. NURTURING LEADS •  Develop A Customer Service Protocol •  Follow-Up, Follow-Up, Follow-Up •  Database •  Touchpoints •  Personalize & Target
  20. 20. WHY IT MATTERS MORE THAN EVER?78% of people on socialmedia trust peerrecommendations.
  21. 21. WHY IT MATTERS MORE THAN EVER?With good relationships,customers will inform you thatthey want something better.Without a relationship, you havenothing.
  22. 22. WHY IT MATTERS MORE THAN EVER?For those companies that deployedcollaboration tools, 72% stated thatthey experienced better businessperformance compared to only 46%of companies that did not deploythem.
  23. 23. BOTTOM LINE•  Your results are determined by how well you engage your audience•  Give people a reason to be part of something•  Content & consistency matters
  24. 24. NEXT STEPS:>Decide  what  works  for  you   >Know  your  audience   >Be  proac7ve   >Train  &  educate   >Measure  success/failure CONTACT ME: shane@greatheightspr.com Twitter.com/shanehaggerty

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