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Show Don’T Tell Presentation 11912
- 1. Show Don’t Tell UsingSocial Media to effectively and efficiently enhance enrollment.
- 2. getting someone whohas a need to know, like, and trust you.
- 3. What….How….Why… Most everyone knows what the Mission Statement is for their school… But do you know how you accomplish your Mission Statement… Or why your school exists, or better yet, why your school isn’t just another private http://www.ted.com/talks/lang/en/sim school? on_sinek_how_great_leaders_inspire_ action.html
- 4. then you mustfigure out what your customer looks like, acts likes, and why they like you!
- 5. What does yourcustomer look like? Demographics Behavior • Age • SmartPhone • Job • Text Savvy • Education • Computer Savvy • Housing • Wants information fast, now • Location • Cook at Home/Out to Dinner • Number of Children • Challenges • Religion • Goals: what do they want to • Housing gain from us? • Where do they get their information? • Who do they trust?
- 6. Your customers don’tbuy what you do, but they buy into why you do it. Show don’t tell.
- 7. Five Categories ofSocial Media Using Social Media to effectively and efficiently enhance enrollment.
- 8. What Consumers useSocial Media for… • People connect online with friends because people love to connect to people. • More than half of social network users are connected to brands. • Positive experiences are bigger conversation starters than negative experiences. • People become a fan on Facebook because they like the product, not because of advertising. - 36 percent post content about a brand on social networks - 38 percent of internet users have a Smartphone
- 9. Blogging: Build loyalty Examples Strengths • Blogger • Simple to start • Typepad • Convenient way of providing resources to your target • Wordpress audience Best suited if… Weaknesses • You want to establish yourself • Requires solid time or your company as an commitment industry expert and encourage • Requires regular production of a conversation with your target unique, useful information market
- 10. Westminster School and CardiganMountain School Word Press blog Able to archive stories by month Easy to find recent posts Types of Entries • Article/Videos of Hockey game • Thanksgiving Memories Article/Video • Talent Show Article/Video • Photo Album of Football Season Number of Admins – 1 (A parent)
- 11. Microblogging: Build loyaltyand drive traffic to website Examples Strengths • Twitter • Quick and easy to post updates • Grow exposure to a large group • Good way of finding news Best suited if… Weaknesses • You want an immediate way to • Requires a smaller time interact with your customer commitment to post regular base updates • Not built for sharing in-depth information
- 13. Whitefield Academy Twitter Facts FanPage– Began October 27, 2009 Number of Fans – 114 (as of January 4) Types of Entries • School Announcements • Sporting Events/Game Score • Classroom Events • A Walk Around Campus • School-wide News (School Closings) • Academic/Athletic Accolades Number of Admins – 1 staff members Number of hours per week – 30 minutes
- 14. Social Networking: Engageand Interact Examples Strengths • Facebook • Lets users interact with each • MySpace other • Increases brand recognition Best suited if… Weaknesses • You want to build a fan base • Target audience is there to where current and potential socialize, not to do business customers can interact in one • Needs to be active regularly- location must be engaging
- 15. In June 2011,there were over 710 million subscribers worldwide, indicating one in every 10 persons has a Facebook Account. In North America, 48.4 percent of the population was on Facebook. Also if Facebook was a country it would be the 3rd largest. - Internet World Stats
- 16. Whitefield Academy Facebook Facts FanPage– Began October 15, 2009 Number of Fans – 436 (as of January 9) Types of Entries • Alumni Announcements • Construction Progress Blurbs • School events • Sporting Events/Game Score • Photo galleries • School-wide News (School Closings) • Academic/Athletic Accolades Number of Admins – 3 staff members Number of hours per week – 1-2 hour
- 17. Whitefield Academy Alum FacebookFacts FanPage Number of Fans – 165 (as of January 9) Types of Entries • Alumni News Announcements •Alumni Event Information • Alumni Survey request • Photo galleries Number of Admins – 1 staff member Number of hours per week – 30 minutes
- 19. Multimedia: Engage andEducate Examples Strengths • YouTube • More engaging and visually pleasing • Slideshare • More likely to be shared • Flckr • Create a stronger call to action Best suited if… Weaknesses • Sharing rich media such as • Labor intensive video, images, and • Requires technical knowledge presentations online
- 20. You Tube: ShowMe YouTube? YouTube is the perfect way to show potential customers the ends and out of your school without being told what to think. Remember pictures speak louder than words….. And a laugh is worth two photos!
- 22. Whitefield Academy You TubeFacts Types of Entries Submitted by School • School Events • Athletic Games • Alumni Stories • Professional Admission Videos Types of Entries Submitted by Students/Parents • School Events • Athletic Games • Alumni in News • Classroom Activities • Blue Crew Snippets • Field Trip Videos • Art Films • Everyday Videos
- 24. Multifaceted Sites: GroupRelationships Examples Strengths • LinkedIn • Networking abilities • Adds more interactivity • A sticky site. Best suited if… Weaknesses • You need to be more serious • Labor intensive but want to become a savvy • Requires some technical marketer knowledge
- 26. Linked IN: Customersvalue what their peers say Really? My LinkedIn account? Remember customers value what their peers are saying about your school. Don’t just get connected with colleagues, get connected with your parents, neighbors, church members, etc. You can add events your school’s events, links to your school’s web site and/or blogs, join professional and other various groups, and get involved in discussions. The sky is the limit with over 90,000 group pages
- 27. Mobile Media: InvolvedConsumers Examples Strengths • QR Codes • QR Code Apps are free • Adds more interactivity Best suited if… Weaknesses • Get interactive while • Requires technical knowledge consumers are on the go on the consumers end • Consumer must have applications on their mobile devices
- 28. QR Codes: Theodd little boxes QR Codes QR Codes get your customers who have Smartphones actively involved in your messaging… Use them in ads, on your website, business cards, brochures, and on posters around your school. To make QR Codes, try: www.qrstuff.com To read QR Codes , try the app: QuickMark app
- 29. Where do Istart? There are multiple mediums I can use; so where do I spend my time?
- 30. Which sites areessential? Facebook LinkedIn • You can have an unlimited number of • Allows networking with your Facebook pages and fans. colleagues, parents, and other • Facebook Pages are public professionals. • All content posted on your Facebook page gets indexed on Google. • Circle of posts about your • You can target your posts by location school double-fold as more and language. join your network circle, as • You can add video, rich text, graphic well as the network circles of and graphics your friends. • You can add multiple admins • All admins have equal rights to • Don’t forget that people desire administer your page to have what their peers have • The majority of users are in the 18-44 range, comprised of 48 percent women
- 31. Which sites areessential? YouTube Twitter • Visual search engine • For the busy parents and • Catches the eyes more quickly professionals • Younger generation is more • All about getting information readily influenced by what fast they see • Following businesses and • It’s a Show, Don’t Tell site brands that meet their social • People can see what your needs or that they like students, parents, and • Falls behind Facebook and employees are doing first hand YouTube as a Social Media • Off the cuff videos, allow for network humor
- 32. Implement one siteat a time so you don’t get overwhelmed.
- 33. A Week ata Glance Monday Tuesday • Morning: Send out Facebook, • Morning: Send out Facebook, Twitter, and LinkedIn update Twitter, and LinkedIn update • Lunch: Post a previously • Afternoon: Check Facebook written blog update Inbox on all sites. • Afternoon: Check Facebook friends list and respond to comments. Check Twitter for retweets and messages. Post a new update.
- 34. A Week ata Glance Wednesday Thursday • Morning: Send out Facebook, • Morning: Send out Facebook, Twitter, and LinkedIn status Twitter, and LinkedIn status update. Check all Inboxes. Add update. Send out a link to a a comment to a Linked previous written article. Discussion group • Afternoon: Check Facebook • Afternoon: Check Facebook friends list and respond to friends list and respond to comments. Get out the flipcam comments. Check Twitter for and record a 30-second video. retweets and messages. Post a new update.
- 35. A Week ata Glance Friday The Weekend • Morning: Check all Inboxes. • Saturday: Post a status update Upload 30-second video to on Facebook and Twitter YouTube • Sunday: Add events to your • Afternoon: Check Facebook LinkedIn Calendar and look friends list and respond to for more Networking Contacts comments. Check Twitter for retweets and messages and respond to comments
- 36. Keep a timerby your desk so that you don’t get drawn in.
- 37. Two programs tosave you time and energy…. • Buffer allows you to select times throughout the day to send your tweets as well as the ability to send your key messages out to all of your Social Media platforms. There are three pricing plans – free, $5/month and $30/month, with the premium plans offering more accounts, users, tweets and times. Plus you get some basic analytics which will show you the number of click, reach, and retweets.
- 38. Another Program…. • WithHootSuite, you can select times throughout the day to send your tweets and key messages to Facebook, RSS feeds, Twitter, LinkedIn. There are three pricing plans – free, $5/month and $49.99/month, with the premium plans offering more accounts, users, tweets, and times. As with Buffer, you get some basic analytics.
- 39. How do Imake this Social Media thing work? 10 Rules of Thumb…
- 40. Call your fanor follower by their first name when commenting. When doing so in your comment use the @ sign: “@Stacy, @Linda, @John great tip.”
- 41. Use the wordsyou or your. Use these words often – “What are your thoughts?” “What do you think about xyz?”
- 42. For status updates,try ending with a question. For instance, on the first day of school write a story about one of the new students, then when you post the link, add a question about “How was your first day on campus?”
- 43. It doesn’t hurtto surprise your followers from time to time. Add an inspirational quote and even share your own thoughts, everything doesn’t have to be directly related to the school day or the admission process.
- 44. Thank your fansfor their comments. Genuine recognition goes a “long” way!
- 45. Keep it shortand sweet. Use the News/Press Room on your website or the Notes and Discussion areas of Facebook for longer updates.
- 46. Respond promptly whencomments surface that need to be addressed or if a fan has a question about a score on last night’s basketball game.
- 47. Comment yourself. Remember youare bringing transparency to your institution by adding Social Media to your marketing plan. But beware….don’t comment too soon.
- 48. Don’t sweat thesmall stuff. Creating an open forum does allow for negative comments, but respond promptly and diffuse the issue if at all possible (as a last resort the delete comment works). The way you handle a negative comment will speak volumes to prospective parents and students.
- 49. Include the Facebookand Twitter badges on your HTML newsletters, as well as your website news articles.
- 50. Questions? Stacy Rutter Director of Marketing and Communications Phone: 678-305-1444 srutter@whitefield academy.com