Northfield Mount Hermon School has successfully used social media, including Facebook, blogs, Flickr, Twitter, YouTube and Vimeo, to engage its community and drive traffic to its website. Its Facebook page is the fourth most common way visitors access the school's site. NMH credits its social media success to having clear goals, institutional support, guidelines, multiple channels and audiences, and measuring various metrics of success. It emphasizes immediacy, transparency, respecting users and conversing rather than explicitly promoting. Resources and planning are also important factors.

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3. Beyond Facebook
& Tw it t er
Mul t i -C hannel
S oc i a l C a mpa i gns

4. @us
michael.stoner@mstoner.com
@mStonerblog
mStoner.com/mStonerblog.com
slideshare.net/mStoner
+1.802.457.2889/m: +1.312.622.6930
hsullivan@nmhschool.org
director of communications
Northfield Mount Hermon School
nmhschool.org
+1.617.990.6662

6. D e fin itions

7. social media
web-based tools used for
social interaction:
blogs; Flickr; YouTube; Yelp;
SCVNGR; Facebook

8. campaign
a focused effort to achieve
goals using a variety of
channels appropriate to the
results sought.

9. t rue / fa l s e
myt h/ real i t y

10. Everything
is connected
to everything
else.
bit.ly/9uemQS

11. You
don’t need a
website if you
have Facebook.

12. c a s e s t udi e s
c a mpa i gns

13. c a s e s t udy
PBO
poweredbyorange.com

14. channels
web website & blog
map Google Map w/PBO pins
other SM Twitter, Facebook, LinkedIn
merchandise PBO t-shirts & tschotskes
real world store signs, bus wraps, ads
personal meetings, displays,

15. Search
ABOUT PBO
BLOG
ORANGE SPOTLIGHT
ALUMNI BUSINESSES
VIDEOS AND PHOTOS
GET ORANGE STUFF
BEAVER MARKETPLACE
PARTICIPATE Orchard View Farms MAP YOURSELF
87 students stopped by the MU chosen for this month's Orange Spotlight.
to share their PBO stories on OSU’S IMPACT
March 31. We know there are
thousands more. CAMPUS BANNERS
Share your story
OSU ALUMNI
ASSOCIATION
Our Impact
ORANGE SPOTLIGHT
Leading the Green Do you know a business that: From the PBO Blog
Revolution: OSU is a recognized
national leader in teaching, Is owned by an OSU alum April 9, 2010
research, service and Has lots of OSU alums OSU Press author Robin Cody
management practices enhancing working there releases first book in 15 years
sustainability and environmental
responsibility. The university’s Supports OSU April 1, 2010
progressive work in these areas Drives innovation Family Trees
are a major reason why Corvallis
repeatedly has been named Supports economic growth March 31, 2010
among America’s top green, Serves in the community Share your Powered by Orange
sustainable and livable cities, story
and why others in higher asdfasfasf
education look to OSU's
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authentic, holistic approach as a
this description then please nominate them for the Orange Spotlight. An
model for other campuses.
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19. bit.ly/aSJZQZ+

21. c a s e s t udy
Northfield
Mount Hermon
School

24. Foundations for Social Media Success
! A brand with differentiators: who are you, anyway?
! A great website – a place to drive social media visitors to go and to
act
! Institutional buy-in/excitement
! Resources
! Focus and consistency (and a sense of fun)
NMH was lucky….in 2008,
new website underway,
newly revised mission statement,
emerging social media,
(which attracts people who LOVE social media).

27. NMH and Facebook
!Facebook is the 4th most likely path a visitor takes to get to our website;
! it ranks 2nd for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156

28. NMH and Facebook
!Facebook is the fourth most likely path a visitor takes to get to our
website;
it ranks second for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156
!Interactions per a post frequently top 30; 83 interactions is the highest
!Most crucial NMH use of Facebook to date: using it as central to the
communications plan for sale of one of school’s two campuses (see next
slide)

29. NMH and Facebook
!Facebook is the fouthy most likely path a visitor takes to get to our
website;
it ranks second for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156
!Interactions per a post frequently top 30; 83 interactions is the highest
!Most crucial use of Facebook to date: using it as central to the
communications plan regarding sale of one of school’s two campuses (see
next slide)

31. NMH and Blogs
! Installed multiuser WordPress platform as part of web redesign
! Grew from two active institutional blogs to more than 30 blogs
! Developed blog roll and standards for development, implementation,
maintenance/oversight

32. NMH and Facebook
!Facebook is the 4th most likely path a visitor takes to get to our website;
! it ranks 2nd for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156

33. NMH and Facebook
!Facebook is the 4th most likely path a visitor takes to get to our website;
! it ranks 2nd for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156

34. NMH and Other Social Media
!Flickr
!Twitter (multiple feeds)
! Youtube/Vimeo

35. NMH and Other Social Media
!Flickr
!Twitter
! Youtube/Vimeo

36. NMH and Other Social Media
!Flickr
!Twitter
! Youtube/Vimeo

37. NMH and Other Social Media
!Flickr
!Twitter
! Youtube/Vimeo

38. NMH and Facebook
!Facebook is the 4th most likely path a visitor takes to get to our website;
! it ranks 2nd for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156

39. NMH and Facebook
!Facebook is the 4th most likely path a visitor takes to get to our website;
! it ranks 2nd for referral sites (behind only our academic intranet)
!Facebook fans: 4,823
!Facebook monthly active users: 2,156

40. NMH and Social Media:
!Immediacy
Social media is direct-to-consumer in a 24-hour news cycle
format
Consumers/visitors/followers/fans can use the information to
respond or create their own content
!Transparency and honesty
!Respect for user intelligence and preferences
!Not pitching explicitly, but conversing
!Remember the rule of thirds:
1/3 is about NMH
1/3 is about sharing articles and ideas
1/3 is conversation

41. What Else?
!Resources and scope of efforts
!Oversight and planning
!Guidelines
!Metrics and understanding and communicating your goals
!Thoughts on “the next big thing” or “shiny new toy” syndrome v.
creative destruction
! NMH currently exploring posterous; diaspora;now implementing
cotweet
!Remember the “why” and how it integrates with other efforts:
o" telling good, authentic stories"
o" building relationships through engagement and, ultimately,
o" steering people toward action

42. Thank You!
NMH’s social media initiatives are led by members of the NMH
communications team: Heather Sullivan, director; Sharon Lindale,
assistant director; Rachael Hanley, social media manager; Jessica
Lindsey, video production coordinator; Jennifer Sutton, writer and
content editor. Our social media presence is a work in progress. We
hope our case study is helpful to you.
The NMH website, nmhschool.org, was redesigned in 2009 in
partnership with mStoner. The site and its social media aggregator
page, NMHbook.org, won kudos from CASE in the 2010 Circle of
Excellence awards program.

46. bes t prac t i c es

48. best practices
multiple channels
multiple sources of content
sense of humor
planned evolution
results
phone calls
real world

49. SM success/1
specific goals
more planning, less spontaneous
institutional buy-in & support
control of SM content & staff w/in
dept.
in-house expertise
[bit.ly/c1CQvC]

50. SM success/2
go beyond Facebook, use multiple
channels
target multiple audiences
multiple measures of success
more likely to have policies
[bit.ly/c1CQvC]

52. case studies
College of William & Mary: bit.ly/9li6EU
Northfield Mount Hermon: budurl.com/pw89
Flight of the Flyers: budurl/xmcz
PBO: budurl.com/f5n6
Emory University Blue Pig: budurl.com/8bzy
Worcester Academy, WAMash: budurl.com/9e9f

53. social media
white paper
http://db.tt/p0SvcsA

54. photo credit: psd on flickr