Leveraging Social Media - Caylor Solutions

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Leveraging
Social Media
Bart Caylor, Caylor Solutions

Caylor-Solutions.com | 317-985-7375 3

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Myth vs. Reality
What Social Media is and What it is Not

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Myths

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Social media is
another channel for
communicating your
school’s message.

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Social media is only for
younger generations
and not applicable to all
aspects of our
constituents.

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Facebook is the
social network
traditional
prospective students
use the most.

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Your followers want to
know about what the
school is doing and
keep up to date with
the latest news.

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The biggest
social network
for teens is
SnapChat.

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Reality

+ The number one benefit of
social media marketing is
generating more business
exposure (85%), followed by
increasing traffic (69%) and
providing marketplace insight
(65%)
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf

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Social media is
more telephone
than megaphone.

+ Organization-centric
content is a silent
killer that’s
destroying your
chances of social
media success.

+ Social media has a 100%
higher lead-to-close rate than
outbound marketing.
(State of Inbound Marketing 2012)
http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar

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The biggest
social network
for teens is
YouTube.

+ Success flows to
organizations
that inform, not
organizations
that promote.
Jay Baer, Youtility

“Success comes
from standing
out, not fitting in.”
Advertising
Promotion
Publicity
Hype

“Enthusiasm,
backed up by
horse sense and
persistence, is
the quality that
most frequently
makes for
success.”
Friend Raising
Informing
Conversation
Influence
Caring

+ The first is authenticity; one of
the most important elements to
truly connecting with these
teen audiences.
You are entering their world…
And they can smell a fraud
from a mile away.
http://www.mediapost.com/publications/article/257640/two-must-haves-for-effective-teen-marketing.html

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Best Practices and Next
Practices
Using social media to be helpful.

+ What if instead of trying
to be amazing you just
focused on being useful?
What if you decided to
inform, rather than
promote?
Jay Baer, Youtility

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Strategize
Start with a plan. Work the plan.
Goals
Metrics/KPIs
Editorial Calendars
Process

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Research
Fish where the fish are swimming.
The Audience
Your Audience – Followerwonk, Likealyzer
Information v. Entertainment v. Edutainment
Goals for Call to Action?

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Segmentation
One size does not fit all.
Enrollment
Current Students
Alumni
Donors
Channels for each

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Content
Provide answers to the questions.
Original
Curated
Conversation
Inspiration

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Discovery
Use tools to be discovered.
Hashtags
Search Engine Optimization
Participation in Groups

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Automation
Work smarter not harder.
Scheduling – Buffer/Hootsuite/Sprout Social
Follower Building – Narrow.io
Ads and Boosts

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Automate the Mundane
Cultivate Relationships
Caylor-Solutions.com | 317-985-7375
31

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Automation
 Use tools to post automatically/build audience
 Hootsuite / Buffer / Feedly
 CoSchedule
 Narrow.io
 Use tools to notify you / listening tools
 Settings in all networks to send email, text messages, etc.
 Google Alerts
 Sprout Social
 Hashtagsify.me
32

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My Process
 Feedly: Content Sources
 Scheduled Curated Content
 Buffer: Twitter, Facebook (Personal, Pages), Pinterest, LinkedIn
(Personal, Company, Groups), Google+, Instagram
 CoSchedule: Scheduled Original Content
 Google UTM Builder: Traceable Links
 Hashtagify.me: Hashtag Research
 Zapier: Record Tweets into Evernote
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Take Away:
Use automation to focus your time where most
valuable: relationships.
Use cloud-based tools to set up integrations to
automate as much of social media as possible and
focus on replies and community building.
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Three Exercises
1. Develop strategy for school based upon
audience-centric content and research
personas.
2. Automate current systems to leverage time
to focus more on relationship building and
content creation.
3. Create content and answer the questions.
The best SEO you can do is a content plan
leveraging web and social media.

MUST HAVES
Enrollment-focused website
Content that is user-focused
and answers questions
Social media strategy that
drives prospective students
and parents to the website
and content.

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The illiterate of the 21st
century will not be those who
cannot read and write, but
those who cannot learn,
unlearn, and relearn.
- Alvin Toffler

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Bart Caylor
caylor@caylor-solutions.com
317-985-7375
caylor-solutions.com
@bartcaylor

Leveraging Social Media - Caylor Solutions

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