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Designing Your Social Media StrategySocial media strategies are not ‘one size fits all’.We’ll explore how to utilize popula...
SOCIAL MEDIA APPROACH✓   Inventory✓   Leadership✓   Coalition Building✓   Policy✓   Planning✓   Staffing✓   Tools✓   ROI
Communication ModelsMass MediaCLAY SHIRKY            WHIPPLEHILL
Communication ModelsSocial MediaCLAY SHIRKY            WHIPPLEHILL
Can’t simply  bolt social media on toyour web site.                 WHIPPLEHILL
Can’t simply  bolt social media on toyour web site.                 WHIPPLEHILL
but first ..              WHIPPLEHILL
INVENTORYASSESSING WHERE YOU’RE AT
worcester academy -site:worcesteracademy.org
craiglist
also, begin benchmarking       peer schools.know your numbers!                           WHIPPLEHILL
LEADERSHIPGETTING BUY IN FROM THE TOP
Three Ways to Get Buy-In1.   Sell the benefits.2.   Contain the risk.3.   Build coalitions.
The well meaning communications professional
You:“We should live stream this Friday’s big basketball game,and, hey, we can do a chat so students, parents, the public,a...
You:“We need to lift restrictions to Facebook in our library sothat everyone on campus has access to the school’s Facebook...
You:“Blogs will make our school more transparent. Transparency isgood. That’s what I read in the Cluetrain Manifesto.”Your...
Look familiar?
Understanding the psychology   of your Head of School
The New Yorker, 2/1/2010
transparency vs. concealment
transparency:
transparency:   2 a: free from pretense or deceit
transparency:   2 a: free from pretense or deceit     b: easily detected
transparency:   2 a: free from pretense or deceit     b: easily detected or seen through
transparency:   2 a: free from pretense or deceit     b: easily detected or seen through     c: readily understood
transparency:   2 a:   free from pretense or deceit     b:   easily detected or seen through     c:   readily understood  ...
transparency:   2 a:   free from pretense or deceit     b:   easily detected or seen through     c:   readily understood  ...
Some Fears: Survey Question 1
Some Fears: Survey Question 1What is your Head of School’s biggestfear regarding your school?
Some Fears
Some Fears•   Losing privacy (students, parents, teachers, etc.)
Some Fears•   Losing privacy (students, parents, teachers, etc.)•   Losing control of the School’s message or reputation
Some Fears•   Losing privacy (students, parents, teachers, etc.)•   Losing control of the School’s message or reputation• ...
Some Initial Solutions•   Use words such as engagement rather than transparency.    Communication is a two-way street now....
Major Benefits of Social Mediafor Independent Schools1.   Social media tools help you to tell your school’s     stories an...
Specific Strategies - Benefits1. Develop a Social Media Marketing Plan    • These are tools that help you accomplish goals...
2. CONTAIN THE RISK
Contain the risk.¨ Create Social Media Guidelines (or Policy) for faculty/staff.¨ Protect your Head. Be your Head’s comm...
COALITION BUILDINGA LITTLE HELP FROM YOUR FRIENDS
Build coalitions.¨ Partner with people who “get” it.¨ Compromise. Take small victories and go from there.¨ Collaborate ...
EXAMPLE:FOUNDER’S DAY 2010
EdSocialMedia Bootcamp
Founder’s Day Goes Interactive
Founder’s Day ProjectProcess  ¤ Hosted the boot camp  ¤ Wrote a news story and posted on Windward Web site. Sent pushpag...
Founder’s Day Project1.   Benefitted Everyone     ¤   Shared engagement from students, parents, teachers, coaches, alumni...
Resources¨   www.windwardschool.org/communications                                                 Stephen Johnson       ...
POLICYSTART SMALL, KEEP IT SIMPLE
Social Media Guidelines for          Windward Faculty/Staff, 2009‐10     The following guidelines lay out some general bou...
CONTENTUse common senseDoes your post put the effectivenessof your teaching at risk?Do not discuss students or co-workersI...
FRIENDS & FRIENDINGDon’t accept students as friendsDon’t initiate Facebook friendships with studentsIf you wish to use net...
SECURITYVisit your profiles security settings.    set to “only friends”Information on social networking sites fall underman...
PLANNINGSWEAT THE DETAILS, SCHEDULE CONTENT
Content is King:but it is easier to rule as a royalfamily
Creating content creates a library
Don’t try to be something you arent
THE DO’SInvolve fans         Show it           Plan attack               Post 3-4 times a week
The Don’tsDon’ts Spread too thin                   Say it                         Be repetitive                           ...
STAFFINGNEW ROLES, NEW TITLES
TOOLS WEB 2.0
/BRIANSOLIS
ROIMEASURING RESULTS
alumni futures                 Record It & Report It     •“What’s the ROI?” Possible answers…?        – “What do you want ...
alumni futures            The ROI Hierarchy: Metrics    Senior Leaders    • Strategic Outcomes                  Reputation...
alumni futures                                Reporting Results     • Template for       summarizing social media       pr...
alumni futures                   Reporting Road Map (1)     • Start with the       executive summary     • Assess & descri...
alumni futures                   Reporting Road Map (2)     • Highlight new tools       and trends     • Revisit your over...
3000       2250Fans       1500        750         0              2 months   6 months   12 months   24 months
403020100     13-17     18-24   25-34   35-44   45-54    55+              2004     1994    1984    1974    1973 -         ...
100               90               80PHOTO VIEWS               70               60               50               40      ...
comment = engagement.               50               38               25               13                0                ...
$916,190top 221 donors                 + $1,000                 Box                   1
$916,190top 221 donors                 Alumni                 Parents   71                 Current   58            Parents...
221 Donors             ALMOST             1/2
27                                                 + $10,000                                                  Box     LEAD...
ts     Who are these 27 donors?        8 Current Parents      8 Past Parents              10 Alumni/ae   1 Friend
All 27 have e-mail,but how about         ?                          12
All 27 have e-mail,but how about         ?                          6
26 Box 1     Parents26 of 51 Leadership      Parents  are on TwitterStudentsCurrent ParentsAlumniFaculty/StaffPeersUnknown
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
Social media strategy webinar v3
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Social media strategy webinar v3

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Social media strategy webinar v3

  1. 1. Designing Your Social Media StrategySocial media strategies are not ‘one size fits all’.We’ll explore how to utilize popular social media platforms like Facebook,Twitter, LinkedIn and Flickr to build a successful social media strategy as unique as your school. Stephen Johnson, Windward School Jesse Bardo, EdSocialMedia.com Travis Warren, WhippleHill
  2. 2. SOCIAL MEDIA APPROACH✓ Inventory✓ Leadership✓ Coalition Building✓ Policy✓ Planning✓ Staffing✓ Tools✓ ROI
  3. 3. Communication ModelsMass MediaCLAY SHIRKY WHIPPLEHILL
  4. 4. Communication ModelsSocial MediaCLAY SHIRKY WHIPPLEHILL
  5. 5. Can’t simply bolt social media on toyour web site. WHIPPLEHILL
  6. 6. Can’t simply bolt social media on toyour web site. WHIPPLEHILL
  7. 7. but first .. WHIPPLEHILL
  8. 8. INVENTORYASSESSING WHERE YOU’RE AT
  9. 9. worcester academy -site:worcesteracademy.org
  10. 10. craiglist
  11. 11. also, begin benchmarking peer schools.know your numbers! WHIPPLEHILL
  12. 12. LEADERSHIPGETTING BUY IN FROM THE TOP
  13. 13. Three Ways to Get Buy-In1. Sell the benefits.2. Contain the risk.3. Build coalitions.
  14. 14. The well meaning communications professional
  15. 15. You:“We should live stream this Friday’s big basketball game,and, hey, we can do a chat so students, parents, the public,and alumni can talk on a screen during the game.”Your Head of School’s response:
  16. 16. You:“We need to lift restrictions to Facebook in our library sothat everyone on campus has access to the school’s Facebookpage.”Your Head of School’s response:
  17. 17. You:“Blogs will make our school more transparent. Transparency isgood. That’s what I read in the Cluetrain Manifesto.”Your Head of School’s response:
  18. 18. Look familiar?
  19. 19. Understanding the psychology of your Head of School
  20. 20. The New Yorker, 2/1/2010
  21. 21. transparency vs. concealment
  22. 22. transparency:
  23. 23. transparency: 2 a: free from pretense or deceit
  24. 24. transparency: 2 a: free from pretense or deceit b: easily detected
  25. 25. transparency: 2 a: free from pretense or deceit b: easily detected or seen through
  26. 26. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood
  27. 27. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information
  28. 28. transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information especially concerning business practices from Merriam-Webster.com/dictionary
  29. 29. Some Fears: Survey Question 1
  30. 30. Some Fears: Survey Question 1What is your Head of School’s biggestfear regarding your school?
  31. 31. Some Fears
  32. 32. Some Fears• Losing privacy (students, parents, teachers, etc.)
  33. 33. Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation
  34. 34. Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation• Losing control of the School itself
  35. 35. Some Initial Solutions• Use words such as engagement rather than transparency. Communication is a two-way street now. Be willing to have a conversation.• Find the balance between transparency and concealment - respect both.• Educate. You work in a school. Teach others how to use the tools.
  36. 36. Major Benefits of Social Mediafor Independent Schools1. Social media tools help you to tell your school’s stories and help you share information with a large number of people.2. Social media tools help build and engage your communities. You are judged on how you engage.3. Social media tools help organize groups.
  37. 37. Specific Strategies - Benefits1. Develop a Social Media Marketing Plan • These are tools that help you accomplish goals. Tie Plan to strategic plan goals and school’s mission. • Present it to senior admins as part of your annual departmental goals.
  38. 38. 2. CONTAIN THE RISK
  39. 39. Contain the risk.¨ Create Social Media Guidelines (or Policy) for faculty/staff.¨ Protect your Head. Be your Head’s communications bodyguard.¨ Show measurable results.¨ Deputize certain students and teachers, and train them.¨ Balance negative reviews with ones solicited from your community members.¨ Be less an evangelist and more a translator of social media innovations.¨ For your admins, build a strong fence within which your school can have social media freedom.
  40. 40. COALITION BUILDINGA LITTLE HELP FROM YOUR FRIENDS
  41. 41. Build coalitions.¨ Partner with people who “get” it.¨ Compromise. Take small victories and go from there.¨ Collaborate with like-minded directors at local schools.¨ Solicit advice through Twitter (and give back).¨ Create a Social Media Plan, but ask Head’s/admins’ advice on part of it.¨ Play politics, negotiate, and leverage.¨ Educate.¨ Host an EdSocialMedia boot camp.
  42. 42. EXAMPLE:FOUNDER’S DAY 2010
  43. 43. EdSocialMedia Bootcamp
  44. 44. Founder’s Day Goes Interactive
  45. 45. Founder’s Day ProjectProcess ¤ Hosted the boot camp ¤ Wrote a news story and posted on Windward Web site. Sent pushpages/ emails to alums, parents inviting them to view and participate ¤ Created a live Flickr feed on the home page – invited everyone to post photos, but we chose them ¤ Posted a Twitter widget on the home page to which certain students, teachers, coaches, parents posted from all over the campus ¤ Were able to archive all Flickr photos (100+) in an gallery that was evidence of a great community day; we sent it to all parents and later shared it with prospectives ¤ Head of School’s response was great – thought it really reflected the school and got everyone involved!
  46. 46. Founder’s Day Project1. Benefitted Everyone ¤ Shared engagement from students, parents, teachers, coaches, alumni – got everyone involved and created community event.2. Contained the Risk ¤ Deputized certain students to tweet and post Twitpix. ¤ Had control over posted Flickr photos.3. Built Coalitions ¤ Teamed with visual arts teachers to post photos, newspaper to post tweets ¤ Worked with students, parents, and others
  47. 47. Resources¨ www.windwardschool.org/communications Stephen Johnson Director of Communications Windward School Los Angeles sjohnson@windwardschool.org @ burma999
  48. 48. POLICYSTART SMALL, KEEP IT SIMPLE
  49. 49. Social Media Guidelines for  Windward Faculty/Staff, 2009‐10  The following guidelines lay out some general boundaries for Windward faculty and staff about using various social media  tools while the school develops a more thorough  policy over the next school year. Their purpose is to provide information about the misuse of noneducational networking sites rather than be a guide to all educa tional networking. The idea is to encourage  using social media tools such as wikis, Facebook, Twitter,  blogs, and forums in productive and fruitful ways and to  avoid the potential harm and liability that can result from  inappropriate or unethical use. 
  50. 50. CONTENTUse common senseDoes your post put the effectivenessof your teaching at risk?Do not discuss students or co-workersImagine students and parents visit your site
  51. 51. FRIENDS & FRIENDINGDon’t accept students as friendsDon’t initiate Facebook friendships with studentsIf you wish to use networking protocols as part ofthe educational process please work with technologystaff
  52. 52. SECURITYVisit your profiles security settings. set to “only friends”Information on social networking sites fall undermandatory reporting guidlines.Contact your department chair with any questions orconcerns.
  53. 53. PLANNINGSWEAT THE DETAILS, SCHEDULE CONTENT
  54. 54. Content is King:but it is easier to rule as a royalfamily
  55. 55. Creating content creates a library
  56. 56. Don’t try to be something you arent
  57. 57. THE DO’SInvolve fans Show it Plan attack Post 3-4 times a week
  58. 58. The Don’tsDon’ts Spread too thin Say it Be repetitive Be afraid
  59. 59. STAFFINGNEW ROLES, NEW TITLES
  60. 60. TOOLS WEB 2.0
  61. 61. /BRIANSOLIS
  62. 62. ROIMEASURING RESULTS
  63. 63. alumni futures Record It & Report It •“What’s the ROI?” Possible answers…? – “What do you want it to be?” • Set goals and measure progress toward them – “What’s the ROI of our phone system?” • If ROI is low, are you going to quit Facebook? – “Return on attention is more important” • Don’t increase mindshare; increase its value •So who gets which information? http://www.alumnifutures.com
  64. 64. alumni futures The ROI Hierarchy: Metrics Senior Leaders • Strategic Outcomes Reputation Engagement Strategy Visibility Directors • Social Media Analytics Advocacy Word of Mouth Management Insights Program Staff • Engagement Data Clicks, Fans, RTs, Views, Members, Comments, Execution Followers, Check Ins Adapted from web-strategist.com http://www.alumnifutures.com
  65. 65. alumni futures Reporting Results • Template for summarizing social media progress • Adapt it to match the scale, maturity, scope of your program • Simple steps to follow Source: adaptivateblog.com http://www.alumnifutures.com
  66. 66. alumni futures Reporting Road Map (1) • Start with the executive summary • Assess & describe audiences • Describe efforts tool by tool, separately – Quantitative – Qualitative (quotes, comments) Source: adaptivateblog.com http://www.alumnifutures.com
  67. 67. alumni futures Reporting Road Map (2) • Highlight new tools and trends • Revisit your overall communication strategy • Summarize the report and draw conclusions Source: adaptivateblog.com http://www.alumnifutures.com
  68. 68. 3000 2250Fans 1500 750 0 2 months 6 months 12 months 24 months
  69. 69. 403020100 13-17 18-24 25-34 35-44 45-54 55+ 2004 1994 1984 1974 1973 - DEMOGRAPHIC SWEET SPOT
  70. 70. 100 90 80PHOTO VIEWS 70 60 50 40 30 20 10 0
  71. 71. comment = engagement. 50 38 25 13 0 8 08 08 08 08 09 9 09 09 9 9 00 00 00 00 20 20 20 20 20 20 20 r2 2 2 r2 n g ct c b ril ne st er Ap be De Ju Au Fe Ap gu O ob Ju m Au ct ce O DeSource: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)
  72. 72. $916,190top 221 donors + $1,000 Box 1
  73. 73. $916,190top 221 donors Alumni Parents 71 Current 58 Parents 71 Alumni
  74. 74. 221 Donors ALMOST 1/2
  75. 75. 27 + $10,000 Box LEADERSHIP DONORS 1A Total Giving to Proctor = 16.8 MILLION Average Retention Rate = 10 Years!
  76. 76. ts Who are these 27 donors? 8 Current Parents 8 Past Parents 10 Alumni/ae 1 Friend
  77. 77. All 27 have e-mail,but how about ? 12
  78. 78. All 27 have e-mail,but how about ? 6
  79. 79. 26 Box 1 Parents26 of 51 Leadership Parents are on TwitterStudentsCurrent ParentsAlumniFaculty/StaffPeersUnknown

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