Laptop Institute: Marketing Your School Using Social Media
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Presentation at the Lausanne Laptop Institute
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Laptop Institute: Marketing Your School Using Social Media
- 1. The Problem The Marketplace Marketing with Social Media Unused Section Space 2 The Tips for Success The Partnership Unused Section Space 1 The Best Practices
- 2. The Problem pptPlex Section Divider The slides after this divider will be grouped into a section and given the label you type above. Feel free to move this slide to any position in the deck.
- 8. Core Message
- 9. The Marketplace pptPlex Section Divider The slides after this divider will be grouped into a section and given the label you type above. Feel free to move this slide to any position in the deck.
- 10. Where Users are in Control Share content (Digg, deli.cio.us) Publish content (Flickr, YouTube) Connect with others (Facebook, LinkedIn)
- 16. The Best Practices pptPlex Section Divider The slides after this divider will be grouped into a section and given the label you type above. Feel free to move this slide to any position in the deck.
- 17. Alumni – Facebook personal profile
- 18. Alumni – Facebook group
- 19. Alumni – Facebook page
- 21. Alumni – another example LinkedIn
- 22. Admission– Facebook inquiry page
- 23. Admission – Facebook accepted not yet enrolled group
- 24. Admission – Enrolled not matriculated
- 30. Affinity – You Tube
- 31. The Tips for Success pptPlex Section Divider The slides after this divider will be grouped into a section and given the label you type above. Feel free to move this slide to any position in the deck.
- 32. #1
- 33. #2
- 34. #3
- 35. Why Lorrie has a job…
- 36. We Need… Online donation forms Online applications Easy-to-access forms Secure collaboration between teachers/students And more…
- 38. The Partnership pptPlex Section Divider The slides after this divider will be grouped into a section and given the label you type above. Feel free to move this slide to any position in the deck.
- 40. Want to learn more or find out what to do next Sports Community and School Community 1. Builds excitement 2. Introduces school to new audience 3. Creates buzz Deepens commitment Informs and engages its constituents Provides substance beyond the style Want to share what they’ve learned or encourage others to do something
- 41. Social Mediaand School Web Site Want to learn more or find out what to do next 1. Builds excitement 2. Introduces school to new audience 3. Creates buzz Deepens commitment Informs and engages its constituents Provides substance beyond the style Your Web Site Want to share what they’ve learned or encourage others to do something
- 42. From Social Media to School SiteFacebook
- 43. From Social Media to School SiteTwitter
- 44. From School Site to Social MediaShare This Button
- 45. From School Site to Social MediaDedicated web page with redirect
- 46. From School Site to Social MediaeNotify
- 47. From School Site to Social MediaNews Manager
- 48. Core Message
- 49. Thanks to… Seth Godin – Flipping the Funnel Beth kanter – How to Think Like a Nonprofit Social Media Genius Evelyn McCormack – Using 2.0 and Social Media to Reach Your Audience Larry Weber – Marketing to the Social Web
Notas do Editor
- Midwestern boarding school – South Korean student called Director of Admission for a campus tour and requested “Bobby” as the student tour guide. Bobby was not an official guide but someone met on Facebook. Student later enrolled.
- Northeastern school – Alumni office having trouble attracting younger crowd to annual cocktail party in Boston. Added event to Facebook page and wrote “Free Cocktails” across a pic of Boston Skyline. Dramatic increase in attendance by young alumni.
- Southeastern high school – Admission office ran annual picnic for area eighth graders. Office asked current high school students to create a Facebook group and invite all eighth grade friends at feeder schools. 50% increase in attendance compared to previous years with no other change in marketing efforts.
- Raise hand if about to launch, haven’t launched yet, it’s okay, it will go just fine!!Lausanne Collegiate School – http://www.lausanneschool.comLaunched with finalsite in August 2008All modules, eNotifyenews every week, robust use of media galleryGreat feedback, great ROI
- Challenge – a school’s Web site is not just one of many places our constituents are going for information about our school.
- Social media sites such as Facebook, Twitter, YouTube and LinkedIn give space for conversation about our schools and we need to be there:ListeningParticipatingSharing our storyGenerating buzzBuilding communityDirecting traffic back to our school site
- How many of your schools have:-Facebook presence-Twitter presence-Flickr-YouTube-LinkedIn
- Election in Iran and Hudson plane crash are just two examples of how messages by the people can instantly be shared without official sanction and how those messages are accepted at face value.
- Consumers/citizens are making decisions today based upon these online conversations and not just upon what is being officially delivered to them.
- However, we educators have traditionally marketed with viewbooks, DVDs and, static web sites, pushing content but not opening up to the conversation.Turn your funnel into a megaphone – Seth Godin’s flipping the funnelhttp://sethgodin.typepad.com/seths_blog/2006/01/flipping_the_fu.html
- Alumni driven
- What is LinkedIn?
- Over 23,000 photos! What do you do with all your school photos?
- Includes headmaster video. Lots of YouTube use.
- Define Your Digital Vision See Larry Weber’s book Marketing to the Social Web
- Take it step by step – Beth Kanter, expert in social media in nonprofits, http://www.bethkanter.org/ListenParticipateShare your storyGenerate buzzBuild your community
- Drive Them Back to your school’s Web site
- Three marketing goalsRaise moneyRecruit studentsRetain students
- Our school’s site not social media does this very, very well.
- Sports – Love ‘em? Hate ‘em?Gets parents, students, alumni excited about your schoolMay be the only way to get them involved at firstOnce excited, you can tell them more, invite them to more, get their participation in arts and other activities
- Sports Community vs. School Community
- From social media to your Web siteTempt them back to your site – Post just a few photos on Facebook and say, “For more, go to our Web site at….”
- Share this button
- Social media sites such as Facebook, Twitter, YouTube and LinkedIn give space for conversation about our schools and we need to be there:ListeningParticipatingSharing our storyGenerating buzzBuilding communityDirecting traffic back to our school site
- Good luck. Contact me for more and enjoy your conference!