Build more personal relationships and ROI among your educational media audience through social media using personas, relationship stages, content alignment, calls-to-action, and even measurement tools you already have. Public media and nonprofit inbound marketing specialist Steve Ley, President of Buzzbold, will explain best practices, new ways to think about online audience, and a few good secrets to get more out of your social media outreach efforts.

1. Attracting & Engaging
Educators
with Social Media
March 28, 2015
Presented by Steven Ley, Nonprofit Digital & Inbound Marketing Specialist, Buzzbold
Prepared for National Educational Telecommunications Association Member Programs
#EngageEduTalk

2. Made Possible by #EngageEduTalk

3. First, Dessert
Three takeaways for today.
With everything you do:
● Name the persona you are communicating with
before you start.
● Create value with every exchange.
● Measure your success in terms of conversion through
lifecycle stages.
#EngageEduTalk

4. Poll:
How do you deliver educational
products & services?
All Free? Mostly Free? 50/50? Mostly Fees? All Fees?

5. Maria Early Childhood Educator
Photo Credit: Heriberto Herrera
● #preschool,
#earlychildhood
● Passionate about social
issues, wellness, #reading,
and #artsed,
● Shares stories that
connect
● Pins, but more of an
escape

6. Maria Early Childhood Educator
Photo Credit: Heriberto Herrera
● Language development
● Rural community, and
limited cultural
exposure
● Short attention spans,
obviously
● Kindergarten readiness
Challenges

7. Maria Early Childhood Educator
Photo Credit: Heriberto Herrera
Responses

8. Poll:
How many original, blog-type content
pieces have you published this year?
0 1-5 6-10 11-15 More than 15

9. Attracting to Engaging
Strangers Engaged
Purchasing Something
Responding to a Survey
Attending an Event
Using Video in Classroom
MAGIC? LUCK?

10. Breaking Down Decisions
Encountering
your content
where they
happen to be.
Understanding
a problem.
Seeing it as
their problem.
Learning
about
solutions.
Seeing your offer
as their solution.
#EngageEduTalk

11. Leads
Marketing Qualified Leads
Sales Qualified Leads
Traditional Sales Thinking A Funnel
Customers
? ? ?
● Newspapers
● Broadcast Media
● "Call this Number Now"
● Cold calling
● "Blasts"
$ Expensive
? ? ?

12. Inbound Methodology
Thanks, Hubspot!
#EngageEduTalk

13. Inbound Methodology
Thanks, Hubspot!
#EngageEduTalk

14. A JourneyFrom an Edu Decision Maker's Perspective
Awareness
"What do I need to solve?"
"How is this typically
solved by others"
"What are my priorities?"
"How might I solve this
need?"
Consideration
"Who or what can help
me?"
"Do their offerings match
my priorities and needs?"
"Who does it best?"
"Who else needs to be in on
this decision?"
Decision
"Can I be successful with
this solution?"
"Can I justify the effort and
financial investment?"
"Are others on-board with
this solution?"
#EngageEduTalk

15. Awareness Consideration Decision
Comparison reports
Expert guides
Phone calls
Direct interactions
Podcasts
Webcasts
In-depth Videos
Research reports
eGuides & eBooks
Editorial content
Expert content
White papers
Educational content
Introductory Videos
Vendor comparisons
Product comparisons
Case studies
Trials/Examples
Product literature
Demo
A JourneyFrom an Edu Decision Maker's Perspective
#EngageEduTalk

16. Awareness Consideration Decision
Watches video, call-to-action to
see a 5 minute package
product tour video.
Continues seeing related social
posts from your brand & email.
All close with a call-to-action.
Call-to-action: Download sample,
or trial.
Sees interesting post in social,
relevent to challenge. Clicks it.
Call-to-action: Download free
report on 5 new findings of early
language learning.
Receives email, offering video on
how digital courseware
increases language learning.
Get Connected: You call Maria
(you've collected her phone #)
Offer her a customized demo or
case study, or ask about her
particular goals, challenges,
plans, timeline.
Confirm budget and authority.
Maria's JourneyFrom an Edu Decision Maker's Perspective
#EngageEduTalk

17. Persona Early Childhood Educator
Photo Credit: Heriberto Herrera
● 29-54 years old
● Some budgetary
discretion
● Rural or suburban
community, works
where grew up
● Needs help getting
students ready for K-12
● Plays online puzzle
games
● Likes to be recognized
for work and thinking
Maria
Early Childhood
Educator

18. Persona Early Childhood Educator
Photo Credit: Heriberto Herrera
● 29-54 years old
● Some budgetary
discretion
● Rural or suburban
community, works
where grew up
● Needs help getting
students ready for K-12
● Plays online puzzle
games
● Likes to be recognized
for work and thinking
Maria
Early Childhood
Educator

19. ATTRACTED ENGAGED
Strangers Visitors/Followers
/Subscribers
Leads
● Aware of a
need
● Becoming
educated
● Possibly
considering
● Perhaps
aware of a
need
● Not aware of
your ability to
solve it
● Considering
● Deciding
Lifecycle Stages
Customers/
Contacts
● Engaged
Promoters
● Engaged
● Creating new
awareness
Measure Separately, Or Pick One
#EngageEduTalk

20. ATTRACTED ENGAGED
Strangers Visitors/Followers
/Subscribers
Leads
In 6 months
350 new followers
2,000 visitors
200 retweets/shares
In 3 months In 8 months
75 new edu leads
35 downloads at
consideration stage
S.M.A.R.T. Goals Engagement Campaign
Customers/
Contacts
In 10 months
16 new purchases
Promoters
In 12 months
25 Retweet/ shares
from customers
5 positive
testimonials/ case
studies
#EngageEduTalk

21. ATTRACTED ENGAGED
Strangers Visitors/Followers
/Subscribers
Leads
2000 x10%
$Z/5
$1.20
200 x20%
$Z/5
$6
ROI Engagement Campaign
Customers/
Contacts
40 x20%
$Z
$30
Promoters
8
$Z*5
$150
Average Goal Conversion Value (AGCV)
AGCV = Total Gains
Contacts/Customers
ROI = Total Gains - Cost of Investment
Cost of Investment
Determine YOUR goals and average
conversion rates for each stage
through testing to make more
realistic goals in the future.

22. Tweet Question:
How have you measured success
with social media in the past?
#EngageEduTalk

23. ● Publish content in a blog
● Optimized for sharing, and mobile friendly
● Images & short videos draw people in
● Stimulate conversations with just text posts
● Be personal
● Multiple times per day
● Incentivize #endorsements & share success stories
● Tag and mention others
● Use links to your relevant content, with tracking codes
● Include your social media site "follow me" links in blogs and email
● Link content with calls-to-action to forms. Reiterate your no spam policy
Attracting General Practices.
#EngageEduTalk

24. ● Notice: Tweets back in Google Search!
● Focus on community, don't just publish
● Don't hashtag lead generation posts
● Use personal accounts to support a brand accounts.
● Create a private list of your customers and leads,
segmented by persona
● Lead gen about 10% of the time
● Always create value
Attracting & Engaging with Twitter

25. Attracting & Engaging with Twitter
#EngageEduTalk
Let's discuss

26. ● Photos: used to get the most likes and shares. Now video wins.
● Text updates get slightly more comments.
● Posts that are either very short, or very long = more likes
● Long posts = shares
● Show some personality!
● Use groups to connect with personas
● Posts published on Saturdays and Sundays receive a higher
percentage of likes than those posted during the business week -- and
Thursday is the lowest day for generating likes!
● Content posted later in the day gets more likes and shares
Attracting & Engaging with Facebook

27. ● Aim for 200 characters in descriptions for more
repins.
● Create boards for your personas, centered around
ideas and inspiration.
● Big pin probability for: “quotes,” “products,” “DIY,”
“inspiration,” “books,” and “ideas”
● Optimize for likes over comments.
● Tall images.
Attracting & Engaging with Pinterest

28. Watch for those asking for advice or recommendations on LinkedIn
to build visibility for your solutions and engage the asker
Entertain & Educate with YouTube.
Embed one video in a blog post or page, with text content optimized for key phrases.
Answer questions on Quora.
Speak with authority and authenticity and link to your content.
Post and respond in reddit.com/r/education
to build links and connections.
Post content to Google+
to build SEO search ranking
● Senior-level management audience? LinkedIn, Twitter
● Older audience? Facebook, Instagram
● Younger audience? Twitter, Pinterest, Tumblr, Instagram, Vine, Periscope
Attracting & Engaging Other Networks

29. In profiles, focus on your value,
successes, and credibility.
Shorten your time to produce images
with Canva (canva.com).
Use faces & hands in images.
Use a designer if you need help.
Design Matters #EngageEduTalk

30. Content Mapping
How can we create value at
every stage?
Maria
Keeping
preschoolers
learning about
letters and
words during
breaks from
school.
Blog posts, tweets,
FB
Five reasons young
children don't keep
learning on break,
and how you can
fix it. Watch the
video.
Blog posts, tweets, FB,
email to leads
REPORT: How New
Mexico PBS helped
improve vocabulary
scores for incoming 1st
graders by 10% in one
summer.
Download the Report
Nurture posts: Early
readers have 50%
improved chance of
changing the world.
Phone/Email:
Get a Free Early
Childhood Media
Education Consultation,
edu dept.
Nurture post: The top 5
challenges of successful
media education
integration, explained.
#EngageEduTalk

31. Attribute Efforts

32. A Second Helping
Three takeaways for today.
With everything you do:
● Name the persona you are communicating with
before you start.
● Create value with every exchange.
● Measure your success in terms of conversion through
stages.
#EngageEduTalk

33. What are your questions & ideas?
mkhmarketing.wordpress.com
#EngageEduTalk

34. Resources from Today
I've assembled some of these resources for you to download in a
template pack:
● Educator persona development worksheet
● Content mapping worksheet
● Campaign URL Builder spreadsheet
In exchange, I would love to continue to improve this presentation for
other organizations with your feedback.
GET IT NOW
http://buzz.do/socialplanningpack

35. Steve Ley @sleystl
Thank you!
GET IT NOW
http://buzz.do/socialplanningpack
steve@buzzbold.com