Strategic Marketing for Schools: Blending Web & Social Media Part 1.
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Strategic Marketing for Schools: Blending Web & Social Media Part 1. . Marisa Peacock, Sr. Marketing Manager . What We Know about Social Media…. It allows for TRANSPARENCY Executive engagement in crucial - PowerPoint PPT Presentation
Transcript of Strategic Marketing for Schools: Blending Web & Social Media Part 1.
SUMMIT
Sponsored by:
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Strategic Marketing for Schools:Blending Web & Social Media
Part 1.
Marisa Peacock, Sr. Marketing Manager
What We Know about Social Media….
It allows for TRANSPARENCY
• Executive engagement in crucial• Sandy Carter, VP of Service-Oriented Architecture (SOA) &
WebSphere Strategy, Channels & Marketing at IBM says:
it’s almost unethical for executives to advocate use ofsocial media and not be engaged themselves.
What We Know about Social Media….
Tweets from the Chiefs
BusinessWeek profiled 50 CEOs who use Twitter, either personally orprofessionally, including:
• @kevinrose Kevin Rose, Founder and CEO of Digg.com• @zappos Tony Hsieh, CEO of Zappos.com• @techcrunch Michael Arrington, CEO of Techcrunch.com• @SunCEOBlog , CEO of Sun Microsystems• @gcolony, CEO of Forrester Research• @livestrongceo, CEO of Livestrong Foundation• @finkd, Mark Zuckerburg, CEO of Facebook• @stevecase, Co-Founder of AOL• @richardbranson, Chairman of Virgin Group• @biz, Co-Founder of Twitter• @ev, CEO of Twitter
Tweets from the Chiefs
Tweets from the Chiefs
How many independent school heads, deans or directors use
Twitter?
What We Know about Social Media…
It allows for PARTICIPATION – on all sides
Interactive is the new buzzword, but what does it mean? What isconsidered interactive?
• Asking questions• Video, audio, live streaming• Dynamic content• Sharing• Providing new ways to engage with traditional media
What We Know about Social Media…
It’s about CONNECTING with others
• Schools can build a loyal following or fans & followers from a variety of industries and backgrounds.
• It’s not just about parents and alumnae• Audiences expand exponentially, spreading messages
instantaneously • Goes beyond mailing lists • Doesn’t make assumptions about demographic
4 Myths about Social Media
1. It’s a fad2. You can’t control your image/message3. It’s free and easy4. It doesn’t require a strategy
Why You Need a Social Media Strategy
You wouldn’t produce print materials thatdon’t support your school’s marketing strategy
– producing social media shouldn’t beany different.
Why You Need a Social Media Strategy
•What you say can reach more people• Social Media is a team effort• It requires a shift in priorities• The starting point is not always the
website
Why You Need a Social Media Strategy
When thinking about social media and how you might leverage specific tools,
you need to focus on the whole organization and not just a particular function.
Everyone plays a role.
Components of a Social Media Strategy
• Dynamic Content– marked by usually continuous and productive activity
• Accessibility– Captions, titles, subtitles, links to additional info
• Distribution Channels– create, share and discover relevant content with others
• Consistency – Establish frequency, analytics, patience,
• Responsiveness– communication with users, response to issues
Beyond Twitter & Facebook
Produce dynamic content with free, easy-to-use, third-party tools
•Vuvox• Issuu•Vimeo
VuVox
Media creation, made easy www.vuvox.com
Real world example: The Washington Post: Fashion Week 2009
School example: The Madeira School: a Day in the Life
Issuu
You Publish. www.issuu.com
Real world example: The New York Times Style Magazine
School example: The Pomfret School
Vimeo
Video Sharing www.vimeo.com
Real world example: The White HouseSchool example: St. Luke’s School
The Madeira School
