Creating Converstation

CREATING CONVERSATION
THE IMAGE GROUP / HOLLAND MI
LAYNE FULLER - ACCOUNT MANAGER
PAUL HART - WEB CREATIVE DIRECTOR
MATT SCHLIENTZ - PARTNER

MATT SCHLIENTZ

mattschlientz.com @mattschlientz facebook.com/mattschlientz

PAUL HART

(screenshot) (screenshot)

@pablohart ﬂickr.com/hartville delicious.com/pablohart

LAYNE FULLER

@laynefuller linkedin.com/laynefuller tumblr.com/laynefuller

THE IMAGE GROUP

www.imagegroup.com @imagegroup

(screenshot) (screenshot)

imagegroup.com/blog ﬂickr.com/imagegroup vimeo.com/imagegroup

AGENDA
1. Marketing and branding
2. Understanding your audience
3. Social media for marketing and branding
4. Creating a social media strategy

K-12 EDU MARKETPLACE
Advanced Placement

Charter Schools

Dual Enrollment

Home Schooling

Inter-district Schools of Choice

Magnet Programs

No Child Left Behind

K-12 EDU MARKETPLACE
Private Scholarships

Private Schools

Tuition Tax Credit

Virtual Learning

Voucher Programs

Teachers

Tax Dollars

1,000,000
MARKETING MESSAGES/YEAR

10,000
MARKETING MESSAGES AT
THE SUPERMARKET

20,000
TV COMMERCIALS PER YEAR

EXPLOSION OF CHOICES
Consumers are now overloaded with options.
1970 Today

Magazines 300 800

New Book Titles 40,000 80,000

T.V. Channels 3 118.6*

Radio Stations 7,000 16,000

New Movies 260 450

Different Types of Running
5 285
Shoes
1 billion internet users
Internet Users and Websites 0
162 million websites

..............................................
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.............................................
..............................................
..............................................
.............................................
is here
your ad

..............................................
.............................................
..............................................
..............................................
..............................................
..............................................
..............................................
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3,000 PER DAY

..............................................
..............................................

your ad
is here

3,000 PER DAY

CLUTTER & NOISE
Frequency Frequency Frequency Frequency

POWER OF REPETITION
Max Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9

SOUP

SOFT DRINK

CANNED FRUIT

1926 BRAND
BRAND LEADERS
FILM

LEADERS 2008 APPLIANCES

TIRES

CRACKERS

CHEWING GUM
www.secondwindonline.com
Source: Anthony P. Mikes and Second Wind Ltd.

SOUP

SOFT DRINK

CANNED FRUIT

2008 BRAND
BRAND LEADERS
FILM

LEADERS 2008 APPLIANCES

TIRES

CRACKERS

CHEWING GUM
www.secondwindonline.com
Source: Anthony P. Mikes and Second Wind Ltd.

NEW JOB TITLE
• Senior Vice President of Marketing

• Brand Manager

• Cultural Anthropologist

• Customer Advocate

• Change Agent

• Director of Listening

• Conversation Facilitation Ofﬁcer

SURVIVAL

• How are you going to be heard?

• How are you going to get noticed?

• How are you going to stay ahead of your
competition?

• How are you going to grow in mindshare and
market share?

SURVIVAL

• Prepare a plan

• Listen to your customers

• Respond in calculated and progressive ways

• Show up and go on offense with your game plan

• Enjoy the journey

1 Conduct Business Review
MARKETING BACKGROUND
2 Identify Challenges & Opportunities

3 Establish Objectives

4 Determine Target Markets & Marketing Objectives

5 Set Plan Strategies – Positioning & Marketing
MARKETING PLAN

6 Analyze Communication Goals

7 Define Tactical Marketing Mix Tools

8 Create Marketing Plan Budget & Calendar

MARKETING EXECUTION 9 Execute

MARKETING EVALUATION 10 Evaluate

10-STEP MARKETING PLAN Roman G. Hiebing JR, Scott W. Cooper,The One-Day Marketing Plan, (NTC Business Books, 1992)

“THINK BIG,
STAY FOCUSED,
NEVER, NEVER QUIT”

“OVER THE PAST DECADE, GEN-XERS
HAVE BEEN TAKING OVER FROM
BOOMERS AS THE MAJORITY OF
K-12 PARENTS.

GEN-X PARENTS AND BOOMER PARENTS
BELONG TO TWO NEIGHBORING
GENERATIONS, EACH POSSESSING THEIR
OWN LOCATION IN HISTORY AND THEIR
OWN PEER PERSONALITY.
— NEIL HOWE & WILLIAM STRAUSS

Millennials & K-12 Schools: Educational Strategies for a New Generation

THEY’RE NOT BOOMERS
• Personally attached, protective and directive
of their children.

• Oriented toward their kids when voting and
volunteering.

• Less trusting of educators and less idealistic
about education.

• Sensitive to prices and more insistent on choice.

• Less patient and respectful as problem solvers.

HELICOPTER MOM

ABC News, 20/20, August 2009
http://www.youtube.com/watch?v=n-hz9juzdTM

ACTION STEPS

1. Assume no trust.

2. Stress accountability and contribution.

3. Offer data, standards, transparency, and ROI.

4. Offer real-time service.

5. Enable parent choice.

6. Prepare for the modular “opt-out” consumer.


“IN THIS ERA OF ACCOUNTABILITY,
K-12 LEADERS NEED TO FACE UP
TO THE RISING TIDE OF
GEN-X PARENTS.

SCHOOLS THAT FIGURE IT OUT,
COLLECT THE RIGHT DATA,
AND MARKET THEMSELVES
INTELLIGENTLY TO THIS NEW
GENERATION OF PARENTS WILL
BE ABLE TO BRAND THEMSELVES
FOR SUCCESS IN THE DECADES AHEAD.”
— NEIL HOWE & WILLIAM STRAUSS


HONOR THY AUDIENCE

IT’S NOT ABOUT YOU.

COMMUNICATION CYCLE

B
Pass It On
Visit
Online

A Friend

DON’T ASK HOW YOU CAN
GET MORE TRAFFIC

WORRY ABOUT HOW TO
MAKE THE USER EXPERIENCE GOOD.

—KATHY SIERRA
GAME DEVELOPER AND AUTHOR

“Delightful!”

You User

Provider Consumer

“Delightful!”

GO

Attract Inform Invoke

WEB 1.0

Brochure
“Brochure-ware”

Page Title
http://www.sitename.com/ Google

News

Home | News | Employment | Contact Us

Logo About Us | Academics | Admissions | Schools | Athletics

I Want To...
Lorem Ipsum Dolor Sit Apply
Lorem ipsum dolor sit amet,
Visit a school
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut Explore academics
laoreet dolore magna aliquam. Learn about scholarships
Read More > Find a teacher
Sign up for classes

Registration Day August 20, 2009
Image Image Image
Lorem ipsum dolor sit,
consectetuer adipiscing
Lorem Ipsum > Dolor Sit Amet > Consectetuer Elit > elit, sed diam nonummy
Lorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Image
consectetuer adipiscing elit, sed consectetuer adipiscing elit consectetuer adipiscing elit, laoreet dolore magna
diam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat.
Read More > nonummy. adipiscing elit nonummy. Read More >
Read More > Read More >

Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >

© School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us

WEB 2.0

Page Title
http://www.sitename.com/ Google

News

Home | News | Employment | Contact Us

Logo About Us | Academics | Admissions | Schools | Athletics

I Want To...
Lorem Ipsum Dolor Sit Apply
Lorem ipsum dolor sit amet,
Visit a school
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut Explore academics
laoreet dolore magna aliquam. Learn about scholarships
Read More > Find a teacher
Sign up for classes

Registration Day August 20, 2009
Image Image Image
Lorem ipsum dolor sit,
consectetuer adipiscing
Lorem Ipsum > Dolor Sit Amet > Consectetuer Elit > elit, sed diam nonummy
Lorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Image
consectetuer adipiscing elit, sed consectetuer adipiscing elit consectetuer adipiscing elit, laoreet dolore magna
diam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat.
Read More > nonummy. adipiscing elit nonummy. Read More >
Read More > Read More >

Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >

© School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us

LET’S TALK SOCIAL MEDIA

Your experiences with social media
Why you should care about social media
Tools and best practices

and the
survey
says...

SURVEY
RESULTS

CHESPRA SOCIAL MEDIA EXPERIENCE
15

11

8

4

0

Ning Blog Twitter Flickr YouTube LinkedIn Facebook

Never I think I've signed up
Monthly Use it weekly
Use it daily
CHESPRA Survey, ©TheImageGroup, November 2009

47% USE FACEBOOK DAILY

53% NEVER USE TWITTER

93% NEVER USE NING

67% NEVER USE A BLOG

TIME SPENT ON SOCIAL MEDIA

13%

7%
60%

20%

None A few hours a month
2-5 hours a week At least an hour a day
I never log off! CHESPRA Survey, ©TheImageGroup, November 2009

EXPERIENCE:
THAT MOST BRUTAL OF
TEACHERS.

BUT YOU LEARN, MY
GOD DO YOU LEARN.

—C.S. LEWIS

Wikis Podcasting Blogging
Crowd-sourcing Niche Networks
Video Social Networking
Lifestreams Music Pictures
Social Bookmarks Events

Conversation Prism, Solis 2008

5 WORST EXCUSES
SUCCESS
I don’t have anything to say.

I can’t say anything meaningful in 140
characters.

I don’t have time.

I’m not interested in hearing about what
people are eating for breakfast.

It’s a waste of time.

http://twittown.com/

THE BOTTOM LINE

It is not a fad.
(and it is not new either.)

“I HAVE RETURNED HERE SAFE,

173
WILL WRITE YOU TOMORROW.

TED WALKED WITH ME TO FLINT
THIS MORNING, HE IS STAYING HOME
ANOTHER WEEK.

I SUPPOSE YOU GOT P.C. THIS MORN.”
—WILL

ADDRESSED TO: MISS ROBERTS, THE GARDENS, EXETER HALL, PRESTON, LANCS

http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119

WHY CARE?

People are already talking about you.

Are you listening?

31
THE AVERAGE AGE OF
A TWITTER USER
Pew Internet & American Life Project, December 2008

50+
FACEBOOK’S FASTEST
GROWING POPULATION.

26-35
AGE RANGE OF THOSE “MOST
INFLUENCED” BY SOCIAL MEDIA.
New Media, New Inﬂuencers and Implications for Public Relations; © 2008 Society for New Communications Research

50-90k
INCOME RANGE OF THOSE “MOST
INFLUENCED” BY SOCIAL MEDIA.
New Media, New Inﬂuencers and Implications for Public Relations; © 2008 Society for New Communications Research

41%
ADULTS WITH
‘SOME COLLEGE’ EDUCATION.

12-32
AGES OF THOSE MOST LIKELY TO
READ AND WRITE BLOGS
Pew Internet & American Life Project, Generations Online January, 2008

47%
TEENS WHO TALK VIA SOCIAL
NETWORKS WITH FRIENDS
Pew Internet & American Life Project, Teens and Technology, January, 2007

GEN Y WILL CONTINUE
TO TURN TRADITIONAL
SALES AND MARKETING
UPSIDE DOWN.

GenBuy, 2009

TOOLS
TWITTER NING FACEBOOK RSS FLICKR

BAYLOR SCHOOL
Chattanooga, TN

BAYLOR
SCHOOL
• 1,247 fans
• 40% females
ages 35-44
• 10-20 minutes/day

mStoner Blog, October 28, 2009

“I’M A 25-YEAR PR VETERAN AND I
KNEW I HAD TO ADJUST TO THESE
CHANGES MYSELF.

AND I KNOW OUR AUDIENCES EXPECT
US TO COMMUNICATE THIS WAY.”

—BARBARA KENNEDY
ASSOCIATE VP FOR EXTERNAL AFFAIRS


THE PROBLEM

Wanted to create community of
ﬁrst year students before the fall
semester.

THE SOLUTION

Created Facebook groups for
new students.
THE RESULTS

100% participation

BEAVER COUNTRY DAY SCHOOL
Brookline, MA

“THE [SOCIAL MEDIA] PURPOSE
IS TWO-FOLD:

TO PROMOTE CONNECTIONS WITH
AND AMONG MEMBERS OF THE
COMMUNITY (HOPEFULLY RESULTING IN
INCREASE FINANCIAL SUPPORT AND
SCHOOLS SPIRIT) AND TO ENHANCE
OUR BRAND IMAGE.”

—JAN DEVEREUX
BCDS DIRECTOR OF COMMUNICATIONS


@BCDSCHOOL
• 283 followers
• Posts
✓ Events
✓ Interesting general
education info
✓ Student work

The Boston Globe, 5 November 2009
http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html

“PEOPLE HAVE BEEN RESPECTFUL
AND HAVEN’T [MADE SNIDE
WALL POSTS OR NEGATIVE
BLOG COMMENTS]”

—MATT CLOBRIDGE,
BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGER


NORTH VANCOUVER SCHOOL
DISTRICT
North Vancouver, BC

@NVSD44
• 174 followers
• Using lists to
show approved
NVSD people on
Twitter

UNIVERSITY OF MINNESOTA
Carlson MBA program

THE PROBLEM

Needed to make direct contact
with potential students

THE SOLUTION

Twitter account @carlsonMBA to
answer questions and engage with
potential students in real-time.

THE RESULTS

Increase in Applications

THE PROBLEM

Wanted to increase the academic
quality of incoming class.

THE SOLUTION

Created private online
community: Cafe New Paltz.

THE RESULTS

Increased “highest selectivity”
deposits from 30% to 37%

NORTHFIELD MOUNT HERMON
Mount Hermon, MA

NMHPHOTOS
• 674,470 views
• 2,500 views daily
• Posts
✓ Events
✓ Athletics
✓ Student work
✓ Classroom/campus
Etc...
www.ﬂickr.com/photos/nmhphotos/

“I CAN’T IMAGE US BEING ABLE TO PULL
THIS OFF IF WE HADN’T STARTED WITH
A DYNAMIC TEAM OF PEOPLE WHO
WERE (AND STILL ARE) ALREADY
INTERESTED IN SOCIAL MEDIA.

INVEST IN THINKING AND TEAMWORK
UP FRONT ABOUT WHAT YOU ARE
GOING TO DO.”

—HEATHER SULLIVAN
DIRECTOR OF COMMUNICATIONS AND MARKETING


POUDRE
SCHOOL
DISTRICT
• 302 photos
• Student work

LANSING
SCHOOL
DISTRICT
• 2,653 photos
• Categories:
✓ Class
✓ Activities
✓ Athletics

EVERGREEN SCHOOL DISTRICT
San Jose, CA

YOUTUBE
CHANNEL
• 306 views
• Started: Feb 09
• Videos
✓ Student work
✓ Events
✓ Principal proﬁles

YOUTUBE
CHANNEL
• 7,975 views
• Videos
✓ Homecoming
✓ Student ﬁlmmakers
✓ Band/theatre
Etc...

FRESNO UNIFIED
SCHOOL DISTRICT

• 3 videos
• July, 2009
• Videos
✓ Events
✓ Press conferences

http://vimeo.com/channels/ten

TIMBERLANE
REGIONAL
SCHOOL DISTRICT
• July, 2009
• 41 videos
• Videos
✓ Meetings
✓ Mentoring highlights

http://vimeo.com/channels/53923

WORCESTER ACADEMY
Worcester, MA

WORCHESTER
ACADEMY
• Writing class blog
• 2,000 visits/month
• Engagement
✓ Students
✓ Staff
✓ Parents
✓ Alumni


“I’VE HAD PARENTS SAY
THEY ARE AMAZED THAT
THEIR STUDENT
IS SO FUNNY AND ARTICULATE”

—ANTONIO VIVA,
ASSOCIATE HEAD OF SCHOOL AT WORCESTER ACADEMY


GROUP BRAINSTORM

West Ottawa Public Schools

GROUP BRAINSTORM

THE PROBLEM

WOPS has perception issues resulting
from inconsistent messaging among
schools within district.

THE SOLUTION

Create a strong academic impression
among new parents by promoting the
new IB program.

GROUP BRAINSTORM

• Using your assigned social media tool,
create a campaign for WOPS

• 8 minutes to brainstorm

• Choose a spokesperson

SOCIAL MEDIA STEPS

1. LISTEN TO WHAT PEOPLE ARE SAYING
2. LEARN ABOUT YOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT

SOCIAL NETWORKING STRATEGY

SOCIAL MEDIA STRATEGY SOCIAL NETWORKING CONTENT, TOOLS & AUTHORS

TOPIC DESCRIPTION AUTHOR GOAL

NEWS

ATHLETICS

ADMISSIONS/FIN AID

STUDENT LIFE

CAREERS/INTERNSHIPS TIPS

ALUMNI HAPPENINGS

“OVERHEARD”

EVENTS AT WMU

ADMISSIONS ON-THE-ROAD

THE 7 COLLEGES

Topics Authors Goals Tools
© 2009 TheImageG

SOCIAL MEDIA TEAM

Producer Writer Designer Acquirer

CREATE RULES

• Guidelines

• Standards

• Parent permission

GUIDELINES

• How to post

• How to respond

• Course use of social networking

• Behavior (personal and professional)

• Privacy and public information

• Review and privileges

SAMPLE GUIDELINES

http://www.intel.com/sites/sitewide/en_US/social-media.htm

http://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx

http://www.gvsu.edu/socialmediaguidelines.htm

http://socialmediaguidelines.pbworks.com/

http://mashable.com/2009/06/02/social-media-policy-musts/

ENGAGE

Writing for the Web
Creating Conversation Tips
Thoughts on Control

2-Way
SOCIAL IS A
CONVERSATION

INSTEAD OF ASKING WHAT ARE
WE TRYING TO COMMUNICATE?
WHICH IMPLIES A ONE-WAY
CONVERSATION...

ASK
HOW CAN WE FACILITATE?

—DAVID ARMANO

60%
BELIEVE A ‘PERSON LIKE
THEMSELVES”
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit

CREATE CONVERSATION
• Be transparent

• Be accurate

• Be respectful

• Be coordinated

• Be thoughtful

• Be of value

• Link, link, link...

BEFORE YOU WRITE
• Is this post helpful?

• Does it get my
audience involved?

• Does it encourage a
response?

• Does this post help to
humanize my district?

• Is this post worth
passing on?
“How to Engage Social Media Moms”, 2009
Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit

CONTROL LESS RISK

VS.
INFLUENCE
VS.
PARTICIPATE MORE RISK

CONTROL
TRADITIONAL
MEDIA

VS.
INFLUENCE
VS.
PARTICIPATE SOCIAL MEDIA

CITY OF ZEELAND
Zeeland, MI

A COMPARISON

• 705 fans • 149 members

• 18 “fan” comments • 14 total comments
over the last 18 days since 4/10/08

“INTEL STRIVES FOR A BALANCED
ONLINE DIALOGUE.

WHEN WE DO MODERATE CONTENT,
WE MODERATE USING THREE GUIDING
PRINCIPLES: THE GOOD, THE BAD,
BUT NOT THE UGLY.”

—INTEL

“...IF THE CONTENT IS POSITIVE OR
NEGATIVE AND IN CONTEXT TO THE
CONVERSATION, THEN WE APPROVE
THE CONTENT, REGARDLESS OF
WHETHER IT'S FAVORABLE OR
UNFAVORABLE TO INTEL.

HOWEVER IF THE CONTENT IS UGLY,
OFFENSIVE, DENIGRATING AND
COMPLETELY OUT OF CONTEXT,
THEN WE REJECT THE CONTENT.”
— INTEL

http://www.intel.com/sites/sitewide/en_US/social-media.htm

“WE HAVEN’T HAD ANY PROBLEMS
WITH INAPPROPRIATE MESSAGING,

WHICH WAS THE BIG CONCERN
MOST PEOPLE HAD WHEN
SOCIAL MEDIA FIRST EMERGED....

—HEATHER SULLIVAN


“...IF YOU HAVE COURAGE
AND YOU’RE BEING YOURSELF,
YOU SHOULD BE WILLING TO SHARE
THE VOICE OF THE OPPOSITION...

NEGATIVE COMMENTS CAN FOSTER
A DIALOGUE OR CREATE A LEVEL
OF ENGAGEMENT.”

—HEATHER SULLIVAN


SM STRATEGY

1. LISTEN TO WHAT PEOPLE ARE SAYING
2. LEARN ABOUT YOUR AUDIENCE
3. DEFINE OBJECTIVES
4. CREATE A PLAN
5. ENGAGE IN CONVERSATIONS
6. REPEAT

SNL: PENELOPE IN THERAPY

http://www.hulu.com/watch/52192/saturday-night-live-penelope---therapy

THANK YOU
THE IMAGE GROUP / HOLLAND MI

@imagegroup / imagegroup.com 616.393.9588

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