The document discusses using social media to engage audiences for schools and other organizations. It begins with an agenda for a presentation or workshop on the topic. It then discusses defining social media and traditional vs. social media branding communications. The bulk of the document provides guidance on developing a social media plan, including identifying goals and target audiences, engagement strategies, and specific channels to use. It also provides examples of how different schools and organizations are using social media successfully.
Your residents and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information.
Renters are talking about your communities, sharing options and making referrals via new media platforms such as Facebook, Twitter, YouTube and Foursquare.
Maintaining an on-going positive relationship with consumers is critical to any brands long term success. Today companies must be a part of the consumer dialogue. Learn how to build a customer engagement strategy.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Beginners guide to social media (2010 ALGIM Web Symposium)Jason Dawson
A basic introduction to social media and its uses for New Zealand local government presented at the 2010 ALGIM Web Symposium in Wellington. Includes tips on rules of engagement for social media, what works, what to avoid and who is using it in the public sector.
Your residents and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information.
Renters are talking about your communities, sharing options and making referrals via new media platforms such as Facebook, Twitter, YouTube and Foursquare.
Maintaining an on-going positive relationship with consumers is critical to any brands long term success. Today companies must be a part of the consumer dialogue. Learn how to build a customer engagement strategy.
Traditional and social media—and the corresponding PR tactics—are often seen to be at odds in the changing communications landscape. However, many businesses fail to realize that most traditional media have embraced social media, and that the latter should be used to complement the former, not replace it. Using my company’s 2008-2010 global communications program as a case study, I will demonstrate the benefits of a blended approach to traditional PR and social media tactics.
This presentation was given at the SIC 2010. Please do not hesitate to contact me, if you have any questions or like to chat.
Beginners guide to social media (2010 ALGIM Web Symposium)Jason Dawson
A basic introduction to social media and its uses for New Zealand local government presented at the 2010 ALGIM Web Symposium in Wellington. Includes tips on rules of engagement for social media, what works, what to avoid and who is using it in the public sector.
In this first session, Balderaz focused on using social media research for HR business decisions, as well as to identify strategies, goals and reasons for using social media for HR purposes.
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
Absolute Beginner's Guide to Social Media MarketingBarry Feldman
Social media marketing, made simple. This is your starter guide—a fast-read eBook. What do first, then second, and a series of steps and strategies are explained for the absolute beginner.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Personal Branding Social Media Campaign StrategyTori Green
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Social Media For Small Business 5 10 11mythicgroup
Each workshop focuses on the specific site and how to use them to your best advantage with regard to your professional brand, business and career search. Sites shown “live” on the SmartBoard, so that questions may be asked and examples shown of how to navigate the sites to their fullest potential.
A presentation by Michael McPherson at the 2010 CASE District 1 Conference in Boston on January 28, 2010
Learn how independent schools are leveraging online communities such as blogs, Facebook, Twitter, Ning, LinkedIn, Flickr, YouTube, and Vimeo to support recruiting, fundraising, and alumni networking efforts. The session will review the most popular networks, explore ways to connect and engage your audience and discuss how to make the most of social media with limited resources.
Darrah Courter owner of Rippling Effect will present "Leveraging Social Media". Darrah professionally trains and manages campaigns utilizing social media tactics and strategies. She has shared her expertise with various organizations like: American Marketing Association, National Association of Remodeling Industries and Small Business Development Center. Presentation January 19, 2011
Successful social strategies for small businessJenn Gleckman
Earlier this month I was asked to present to the local chamber on social media, including strategy considerations along with 5 social sites. Covering all that content in an hour meant that this ended up as an overview presentation directed at small business owners.
In this first session, Balderaz focused on using social media research for HR business decisions, as well as to identify strategies, goals and reasons for using social media for HR purposes.
As presented by Oren Todoros and Nancy Shapira-Aronovic. How to Integrate Traditional PR and Social Media (Beginners Techniques) Reach us @OrenTodoros - @nancyshapira
Absolute Beginner's Guide to Social Media MarketingBarry Feldman
Social media marketing, made simple. This is your starter guide—a fast-read eBook. What do first, then second, and a series of steps and strategies are explained for the absolute beginner.
Integrated web marketing and Social media -explainedShanq Web
Your non-participation as a social media marketing agency does not mark your idleness in it. But you must check out on the sport you have been missing by ignoring this field.
Personal Branding Social Media Campaign StrategyTori Green
A summary of campaign research, implementation and evaluation of promoting personal brand on three social media platforms: Twitter, Linked-in and a blog on portfolio website. The campaign goal was to promote personal brand to potential employers and demonstrate knowledge of events and communication industry. Summary includes additional research on cross platform best practices and advice for personal branding, career readiness on Facebook, Pinterest and Instagram.
Social Media For Small Business 5 10 11mythicgroup
Each workshop focuses on the specific site and how to use them to your best advantage with regard to your professional brand, business and career search. Sites shown “live” on the SmartBoard, so that questions may be asked and examples shown of how to navigate the sites to their fullest potential.
A presentation by Michael McPherson at the 2010 CASE District 1 Conference in Boston on January 28, 2010
Learn how independent schools are leveraging online communities such as blogs, Facebook, Twitter, Ning, LinkedIn, Flickr, YouTube, and Vimeo to support recruiting, fundraising, and alumni networking efforts. The session will review the most popular networks, explore ways to connect and engage your audience and discuss how to make the most of social media with limited resources.
Darrah Courter owner of Rippling Effect will present "Leveraging Social Media". Darrah professionally trains and manages campaigns utilizing social media tactics and strategies. She has shared her expertise with various organizations like: American Marketing Association, National Association of Remodeling Industries and Small Business Development Center. Presentation January 19, 2011
Successful social strategies for small businessJenn Gleckman
Earlier this month I was asked to present to the local chamber on social media, including strategy considerations along with 5 social sites. Covering all that content in an hour meant that this ended up as an overview presentation directed at small business owners.
Social Media Overview For GOLD Major Gift OfficersMikey Ames
I had several folks in from national fraternal associations asking how they might use social media to secure more high dollar donors and visits. I wanted to start with the basics. This presentation is a big remix of several other presentations we have seen. Credit remains on each slide.
Using Social Content to Build and Empower an Online Ccommunity webinar 4.20.11Earthbound Media Group
Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.
A Social Media Primer Driving Better Engagement For Your EventsLumen Consulting
Events are by definition social, yet many companies are hesitant or uncertain how to leverage social media in their portfolio. Social media is transforming the way we network and communicate personally and in business. In this interactive session, we'll consider what differentiates this technology trend from other fads and look at the demographics of who is using social media. See how any size organization can use social media to build awareness, foster word of mouth, and deepen attendee engagement.
Corey McPherson Nash was invited to participate in a panel discussion at the Cambridge Montessori School (CMS), as part of a strategic planning process for their Board of Trustee members and school leadership. Organized by Ed Hudner and Janet Baker of Cambridge Hill Partners, the panel also included leadership from NuVu Studio, Saltwater Hill and NADAAA. We gave a short presentation on the trends, challenges and opportunities independent schools face with branding and marketing.
It’s no secret. Content is King in the world of branding. But, this is also a time in which digital brands compete with Twitter, Instagram and Vine for online user engagement. The key to competing effectively for the hearts and minds of users is Visual Content. Images and video have the power to capture and hold the attention of your audience, generate mindshare, and support and enhance brand messaging.
Kitten videos are not the answer. This highly interactive session discusses the essential elements of winning visual content strategies and provides examples of strategies that have engaged users, developed new customers, and advanced brands.
Organizations that leverage visual content in their digital branding realize big returns including more readers, more leads, and an increase in customers. This makes tremendous sense when you consider user engagement results in conversions. Case in point: Viewers spend 100% more time on pages with videos on them, and are 85% more likely to purchase a product after watching a product video.
Michael McPherson presented a webinar about branding to the intellectually curious and energetic students of EXPLO's program at Yale University this summer. Drawing on relevant branding case studies from our own portfolio of work with Goodwill Industries and EXPLO itself, the presentation is a thoughtful snapshot of our philosophy, process and approach to branding.
Expertise at Corey McPherson Nash spans numerous industries and a myriad of branding challenges. We invited participants to actually be a Corey client during this event at Design Exchange Boston on October 10, 2013.
Michael McPherson, Partner & Creative Director at COREY recently spoke at the FutureM conference that ran October 23-26. This presentation is from COREY's panel discussion titled, "Who Needs School Anyway?"
Talk given by Chris Klaehn, Partner & Director of Brand Strategy, Corey McPherson Nash at the Association of Fundraising Professionals, Conference on Philanthropy.
When Warren Buffet donated the bulk of his vast fortune to the Gates Foundation, did the Gates Foundation’s donations dry up because people felt the foundation had enough money, and their money would be needed more elsewhere? Nope. The Gates Foundation donor base got bigger. Why? Because people want to be around winners. A wider and deeper donor base is built on the understanding and belief that your organization is a winning brand. Learn how to develop and communicate your 5 Top Winning Attributes and how to use this message framework to engage your audience and grow over time.
Cater to Your Customer: Adapting User Personas to Social EngagementCorey McPherson Nash
A company engaged in social media is a dime a dozen in 2010, but how many of those companies are in sync with the hearts and minds of their customers? Learn how to delve deeper into the opportunities of social media by understanding how to target users based on their attitude, goals, and behaviors. Capturing your audience's attention at an almost subconscious level to address their needs and interests will be a necessity to effectively and consistently engage with consumers through social media.
User personas are a proven tool in the user-centered design process and as social media moves from marketing-focused to value-driven, user personas become an essential way for your designers and strategists to understand the people using your offerings, and to communicate that understanding to your whole team. Join this session to understand the creation and implementation of user personas in the development of a social media strategy.
A discussion by Andrea Naddaff, Partner and VP of Business Development, on campaign communications and case statements presented to the Regional Independent School Communicators (RISC).
Montessori 2010 - Brand Communications and Successful MarketingCorey McPherson Nash
What is your school’s identity? What are its unique features and benefits? Most importantly, how would the various constituents in your community answer the above questions? With rising tuitions and increased competition, schools need to present a concise, compelling, and consistent message. Examine both traditional and new marketing tools, including social media, that will help you hone and project an accurate, positive image.
A presentation at the American Montessori Society 2010 Annual Conference by Andrea Naddaff, Partner and VP of Business Development.
What does it take?
by Christine Klaehn
What is the value of social media to your organization and to your brand? There are many types of brands--personal brands, commercial brands, experiential brands. Every brand makes a promise and sometimes a brand is severely damaged when the promise is an over promise (insert Tiger Woods). And sometimes, with much advice and diligence and patience, a brand, over time, rebounds and regains trust and admiration from its audiences (insert Martha Stewart). These brands, however, are made of one voice. An educational institution is made up of a chorus of voices.
We challenge the timidity that exists around social media and explore the nature of an educational brand -- its strengths, challenges, and opportunities. The goal will be to create new ideas and approaches to create something much richer than communication: engagement.
Taking Control of the Message: The ABCs of Branding Your SchoolCorey McPherson Nash
You probably appreciate the value of strengthening your school’s brand, but it may be difficult to know where to start. In addition to defining some of the key concepts of branding, this presentation will include a process for articulating your school’s brand and for aligning your messages to support your admissions and fundraising goals. It will include case studies of recent branding and messaging projects for schools and other not-for-profit organizations, including our work with AISNE defining a brand for the category “independent schools.”
How to use social media to engage independent school audiences like prospective students, parents and alumni. Delivered as a workshop for the Association of Independent Schools of New England.
Social Media, the "building" of shared meaning among communities, is becoming more pervasive in our personal and professional lives. Facebook, Twitter, Flickr are common day references.
As a branding and design firm, Corey McPherson Nash uses social media to project who they are, how they think, and what they're up to. CMN engages their clients (and prospective clients) in social media to better understand the client's brand and audiences. Learn various approaches to social media: is it appropriate for you? how do you build an audience? Is it worth your time?
Corey McPherson Nash, a national branding and design firm, helps organizations achieve measurable brand equity across a wide variety of print and interactive communications. Widely recognized for its thoughtful design and strategic insights into the critical task of brand iteration and creative development, it is the branding studio of choice for a wide range of leading business, educational, and cultural institutions.
Social Media, the "building" of shared meaning among communities, is becoming more pervasive in our personal and professional lives. Facebook, Twitter, Flickr are common day references.
As a branding and design firm, Corey McPherson Nash uses social media to project who they are, how they think, and what they're up to. CMN engages their clients (and prospective clients) in social media to better understand the client's brand and audiences. Learn various approaches to social media: is it appropriate for you? how do you build an audience? Is it worth your time?
Corey McPherson Nash, a national branding and design firm, helps organizations achieve measurable brand equity across a wide variety of print and interactive communications. Widely recognized for its thoughtful design and strategic insights into the critical task of brand iteration and creative development, it is the branding studio of choice for a wide range of leading business, educational, and cultural institutions.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Change the dash to the bullet (make it consistent)
Michael has talked about the impact, both intentional and unintentional, that social media can have on our personal brand and your school’s brand. Now I want to talk about how you can develop a social media strategy to meet your school’s goals and objectives.
If anything you have probably realized that social media is a very different world from creating a Web site or other marketing materials. If you have designed web sites, you have probably heard this. “Content Is King” You may have even told your web team the same thing. The popular wisdom is “You won’t have a successful Web site unless you have substantial , desirable content that is updated regularly” Well, I’m here to tell you something completely different. “Conversation is King. Content is just something to talk about.” [Doctorow is an editor at Boing-Boing and teaches at USC about social media.]
As you probably realize from what Michael has said earlier, just jumping into social media isn’t going to work. I want to show you an example how how two similar universities have completely different social media strategies with very different results.
Let’s look at an example with two big universities here in the Boston area
Each of the two universities has several active twitter streams, but I want to take a look at two of the most popular: Suffolk’s OFFICIAL stream at suffolk_u, run by their communications department And BU’s Dean of Students Kenn Elmore Already you can see that they are somewhat different just by the avatar images
Suffolk_U Sent out 177 tweets in month of September (~5 per day) Got 14 replies/mentions in last 7 days .08 DeanElmore Send out 31 tweets in month of September (~1 per day) Got 45 replies/mentions in the last 7 days 1.45 If you take the ratio of tweets received to tweets sent, a measurement of how ENGAGED the person is with the twitter community you will see that Dean Elmore is 18 times more ENGAGED with its twitter audience than Suffolk University http://almightylink.ksablan.com/2008/11/tribune-23-times-more-engaged-than-times-on-twitter/
Let’s take a closer look at some tweets from Suffolk - Announcements - Headlines - Occasional shout-outs to the student body
Dean of Students Kenn Elmore Listening to what is going on on campus Asks questions Opinions on current events, especially those of interest to his constituency Links to outside sides Has a sense of humor Cory Booker is mayor of newark NJ Elmore knows something about politics and African American activists
We can see that these two similar media outlets have taken very different strategies in making use of this social media resource.
It’s about engagement It’s recognizing that your audience is willing and able to engage in a conversation with you not only as a person, but as a school and as an organization
So, if engagement is the goal, How do we make sense of the cacophony of social media technology? Where do we start?
Before I talk to you about a process for creating a social media strategy. Let me make one point. If you don’t do anything else after this workshop. Even if you decide that social media is NOT appropriate for your school. At least do this! AND MAKE IT A HABIT! LISTEN! There are people out there right now talking about your school, about your organization, about your students and faculty and programs. If you aren’t listening you won’t know
The important thing to realize is that people are going to talk about your school, your students, your faculty, your brand whether you are listening or not. There are people saying good things about your school.
And there are people out there who have mistaken impressions about your organization. One of the great things about social media is that you can listen in on all of these comments and conversations. And you need to do this to get an accurate picture of the perception of your brand
A few of the reasons you should be listening
At a minimum you should be listening for mentions of your school or your brand.
There are lots of tools, free and paid out there. I’m not going to go into detail with them now. They are listed in the handout. But, the important thing is that listening becomes part of your regular habit Something that you look at daily, weekly and monthly.
Alright, now you have set up your social media monitoring program. How do you engage effectively with social media. How do you take advantage of this powerful channel.
Get get to engagement you have to answer three important questions You should not jump ahead to the technology decision. You should be determining who, what and how before you move into choosing a technology technology
Let’s start at the beginning with Who do you want to engage?
Here are some examples of the types of people you might want to reach. How do we segment this?
You have to know your audience to be able to understand the ways in which they might use or not use your social media efforts. This is making use of tools you probably already know about, both quantitative and qualitative. This is hard work. This takes time and resources. The best tool for embodying your knowledge about your audiences are user personas – models of archetypal users with demographics, psychographics and user goals.
One of the key things we need to look for in our audience research, is how they are currently engaging in social media. In their book Groundswell, Charlene Li and Josh Bernoff have given us a structure for understanding how your target audiences are apt to use or not use social media. They call this the Social Technographics Ladder
Know your audience Then determine your objectives
Let’s assume now that you have understood your audience. Now we need to understand what your objectives are. Here are some examples. Just a subset of all of the things you might want to do online
Your objectives come from your existing plans and objectives as a business. They are not esoteric new goals brought about by the advent of social media. These objectives should be things you are already familiar with internally. Including
Here’s a classic example of why you need to be in on social media. You are probably familiar with TechCrunch. It is one of the top two or three blogs on the internet. 3.4M site visitors per month. Over one million followers on twtter. Well, one morning, the editor of TechCrunch, Michael Arrington wakes up and is having problems with his Comcast internet connection. I think we’ve all been there. But Michael Arrington decides he is going to tweet this to his followers. All of a sudden a normal service call to Comcast becomes a potential for crisis and public backlash. Luckily Comcast already had an effective strategy in place. I think many of you are familiar with ComCastCares, the twitter face of Comcast’s customer support. Their strategy is unlike the way most of us approach social media. Comcast is reactive as opposed to proactive. They listen to what people are saying about them, then jump in and engage with the customer. HOW IT ENGAGES: Comcast Cares does not broadcast information. It does not lead the discussion online. Instead, it responds to comments about Comcast online. Comcast launched this strategy in the wake of negative brand events in 2007 including: a blog titled “Comcast must die”, news story about woman smashing cable box, JD Powers customer satisfaction surveys, Net Neutrality Forum at Harvard The upside is that someone from Comcast called Michael Arrington within 20 minutes. The problem was solved and TechCrunch broadcast the solution to their constituency. Look at how they achieve this It has a real name and a real face – Frank Eliason (and even links to personal blogs and family sites) It has multiple ways to get in touch with Comcast and Frank, email, twitter, blogs http://www.penn-olson.com/2009/09/21/5-social-media-disasters/ http://twitter.com/techcrunch/statuses/788349425
You might ask whether this kind of reactive strategy is appropriate for an independent school. Here is an example, a project we put together for the Buckinham Browne & Nichols School, an independent K-12 school located in Cambridge. They have a tradition, dating back to the 1950s, that each graduating senior creates a painted ceramic tile that gets placed into a wall of the high school building. They had a major problem. These tiles were attached to the walls and they were demolishing a part of the building for renovations and upgrades. They tiles would be destroyed. POTENTIAL PR DISASTER FOR BB&N We came up with a solution for them that included photographing each of the tiles and grouping them by class year in a specially created Flickr account. Flickr allowed them to make the tiles public, share it with their online alumni community. This not only archived the destroyed tiles for generations of students and alumni but made them available for comments and discussions. Their alumni department now sets up a laptop station at many alumni events – it has become a popular node for conversation and reminisces at those events.
Know your audience Know your objectives THEN decide how to engage
Here are some examples of ways you might engage Broadcasting is the simplest of the strategies and the least engaging. It is a one way street. Energize your advocates is about giving them the tools to help spread your message. Cooper Mini has taken this strategy by targeting marketing directly at Mini owners, not prospective owners Just watching is a valid strategy. If you objective is to monitor your brand’s perception over time (brand for an organization or personal). You may want to just set up a strategy to monitor a number of different social media outlets and watch what people are saying. Walled garden social communities can be extremely helpful (Communispace, Tapestry Networks or Future Monitor) when you want feedback from a very small tight group with little time (e.g., doctor) . You might pay them for participation. Crowdsourcing is a way to generate idea. Threadless is one example of this.
Here’s a recent quote by Tony Hsieh, the CEO of Zappos regarding developing a social media strategy. He is saying that your social media strategy has to be as natural to your organization as smiling. You need to build on your existing strengths (personalities, methods of communication that already work) And develop new strengths where you need them (technology expertise, tools)
This goes back to the BU Dean of Students twitter stream that we were looking at earlier. The BU Dean of Student’s stream is more successful than the Suffolk stream because it is: - More authentic Gives users a reason to connect and respond Has a viewpoint Comments on events/news outside of BU Note that the Dean uses multiple channels to speak to his audiences: Twitter a blog a flickr stream Many of the photos on Flickr show the Dean interacting with students. Demonstrating the relationship visually.
This goes back to the BU Dean of Students twitter stream that we were looking at earlier. The BU Dean of Student’s stream is more successful than the Suffolk stream because it is: - More authentic Gives users a reason to connect and respond Has a viewpoint Comments on events/news outside of BU Note that the Dean uses multiple channels to speak to his audiences: Twitter a blog a flickr stream Many of the photos on Flickr show the Dean interacting with students. Demonstrating the relationship visually.
Here’s an example of a university that has made even more of a commitment to making social interactions personal . Not only it MIT making the commitment to post personal blog entries from students, alumni and admissions staff BUT they are making postings that are extremely personal: about academics, relationships, food, and the experience of going to MIT AND THEY LISTEN TO THE AUDIENCE AND ANSWER SPECIFIC QUESTIONS ABOUT ADMISSIONS PROCEDURE AND DETAILS Also note that MIT has over 30 active blogger the admissions site. *** Look at the number of responses that most of these blog entries have prompted. Numbers that any corporation would die for.
You may have even seen more organic efforts. Mashups using a bunch of different channels like Blogs, YouTube, Twitter and photo galleries all in one place. Most of us would say this doesn’t play a big part in our communications or development strategy because it is a class project . It’s something that was built organically by a history professor and put together by students. BUT social media makes this effort part of a bigger conversation: with people who have an interest in politics, an interest in education and an interest in Worcester Academy
What all this means is that you can’t go into this without a good plan. You need to get tactical and very specific about how you are going to execute and how you are going to engage with your constituencies
These are taken from the top 10 Twitter accounts in terms of usage and followers. Many are corporate accounts, but I think there is plenty to learn. These are not meant to be hard and fast rules for your organization. Instead I want to show you how specific you have to be when developing a policy and strategy for social media. You need to think about general rules that you can apply over time and in many different situations.
Here’s a great example of a specific, tactical engagement strategy. He blogged about his strategy for using Twitter and it is a GREAT EXAMPLE OF HOW TACTICAL YOU NEED TO BE IN EXECUTION Jereimiah Owyang, Forrester Social Media analyst http://www.web-strategist.com/blog/2007/11/29/how-i-use-twitter-and-you/
Targeted audience Determined objectives Decided on how to engage
Now we can begin to jump into all of the various technologies and determine which ones make the most sense (or don’t make sense) for our audience, our objectives and our engagement strategy.
The most important thing with all of these technologies is to dip your toes in. Swim around a little. Try it out. The only way you are going to understand how they work is by trying it out. You can do this on a personal level or on a business level, but remember that whatever you do will be archived and available for ever online.
Are they using it? How are they using it? Are they talking about you? Are they talking about your product or service space?
So, to conclude: There are people out there right now talking about your school, about your organization, about your students and faculty and programs. If you aren’t listening you won’t know
So to conclude You need to answer three important questions before you even get to the point of choosing your social media technology. what and how before you move into choosing a technology technology
Elitism Your school just conducted a market survey that indicates that many prospective parents in the area feel that independent schools in general and your school in particular are elitist institutions. This perception is exacerbated by the fact that your community has excellent public schools that provide a real alternative for prospective families. Many families want the best for their children, but also want to support their community. The kicker: A parent just forwarded you a posting from Twitter accusing your school of being 'snobish' and worse. How can you use social media to help change the perception among your target audience ?
Fundraising Over the past few years, participation in your annual fund has dropped among your younger alumni/ae. The buzz is that younger alums feel that they are able to contribute so little that it doesn't make a difference to the school.How can you use social media to help turn this perception around?
Your school has always had trouble recruiting students of color, despite a large minority population in the community. Based on anecdotal evidence, many prospective minority families are concerned that your school does not provide an appropriate support structure for their needs or a community of peers Your supervisor has charged you with using your school's social media presence as one way to help change perceptions around your school.