Social Media Toolbelt Greenhills Private Bootcamp

1. What%should%be%in% your%social%media%toolbelt? www.edsocialmedia.com Tuesday, May 29, 12

2. Thank%you%to%our%sponsors: Tuesday, May 29, 12

3. Thank%you%to%our%host: Greenhills%School Tuesday, May 29, 12 Betsy Ellsworth, for bringing us in.

4. Photo credit: donnaidh_sidhe http://www.ﬂickr.com/photos/donnaidh_sidhe/1032985990/ Tuesday, May 29, 12

5. How big has the conversation become? Tuesday, May 29, 12

6. 900 720 540 360 180 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timeline Tuesday, May 29, 12 200, 400, 500, 600, 750, TODAY: 901 million monthly active users 526 million daily active users on average in March 2012. 488 million monthly active users who used Facebook mobile products in March 2012, and more than 500 million mobile monthly active users as of April 20, 2012. During March 2012, on average 398 million users were active with Facebook on at least six out of the last seven days. http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

13. 200 160 120 80 40 0 April 2009 April 2010 June 2010 September 2011 Source: eMarketer: http://www.emarketer.com/Article.aspx?R=1007271 Business Insider: http://www.businessinsider.com/twitter-stats-2010-4#twitter-now-has-106-million-users-1 Tuesday, May 29, 12 Twitter grew from 12 million in April 2009 to just shy of 106 million in April 2010 to a reported 190 million in June of 2010. A recent Mashable article now states that signups via iOS device have tripled since the launch of iOS 5.

18. 300 240 180 120 60 0 January 2011 June 2011 September 2011 Tweets per day (in millions). Tuesday, May 29, 12 Twitter has been on a roll in recent months. The company surpassed 200 million tweets per day in June 2011 but has since jumped to nearly 250 million daily tweets. The growth has been tremendous: Twitter had around 100 million tweets per day in January 2011. Source: http://mashable.com/2011/10/17/twitter-costolo-stats/

22. Tuesday, May 29, 12 From%CC%Chapman%&%Ann%Handley’s%Book%Content%Rules:%1,531%HubSpot%customers%(mostly%smallG%and%mediumGsized%businesses).%795%of% the%businesses%in%my%sample%blogged,%736%didn't.%The%data%was%crystal%clear:%Companies%that%blog%have%far%beSer%markeTng%results.% Speciﬁcally,%the%average%company%that%blogs%has:%55%%more%visitors%Why%are%website%visitors%important?%Because%more%visitors%means% more%people%to%convert%to%leads%and%sales. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website- Visitors.aspx#ixzz1fFTYsNzV

23. Tuesday, May 29, 12 From%CC%Chapman%&%Ann%Handley’s%Book%Content%Rules: 1,531%HubSpot%customers%(mostly%smallG%and%mediumGsized%businesses).%795%of%the%businesses%in%my%sample%blogged,%736%didn't. The%data%was%crystal%clear:%Companies*that*blog*have*far*be3er*marke5ng*results.*Speciﬁcally,%the%average%company%that%blogs%has: 55%%more%visitors Why are inbound links important? Because they signal authority to search engines, thus increasing your chances of getting found in search engines. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx#ixzz1fFTluKha

24. Tuesday, May 29, 12 From%CC%Chapman%&%Ann%Handley’s%Book%Content%Rules:%Why%are%indexed%pages%important?%The%more%pages%you%have%on%your%site,%the% beSer%your%chances%of%geXng%found%in%search%engines. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website- Visitors.aspx#ixzz1fFUNRBdz

25. Tuesday, May 29, 12 Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.

26. Organizations that blog 16 to 20 times per month get Tuesday, May 29, 12 Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.

27. Organizations that blog 16 to 20 times per month get more than 2x more Tuesday, May 29, 12 Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.

28. Organizations that blog 16 to 20 times per month get more than 2x more traffic than those that Tuesday, May 29, 12 Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.

29. Organizations that blog 16 to 20 times per month get more than 2x more traffic than those that blog fewer than 4x per month Tuesday, May 29, 12 Consistency is key, not only for your loyal audience, but for the people you’re hoping to draw in.

30. Tuesday, May 29, 12 So how do we play in the game to stand out in this world of vast communication and white noise? Content is the dirty little secret, with social media success, to keep people plugged in and engaged.

31. Tuesday, May 29, 12 I credit David Meerman Scott’s, “New Rules of PR & Marketing” with shifting the way I think about communicating online. The way we reach our constituents is changing from outbound communications to an inbound tract. With that comes a new level of honesty about our brands and our message. All of our online footprints are being created by the people around us - our job is to believe in our products and encourage the conversation.

32. Outbound marketing “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ” Photo Credit: Thomas Hawk Tuesday, May 29, 12

33. “Outbound marketing is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience. ” Credit: Wordstream http://www.wordstream.com/outbound-marketing Tuesday, May 29, 12 So what does he mean by outbound marketing?

34. Tuesday, May 29, 12

40. “Inbound marketing is a marketing strategy that focuses on getting found by customers. This sense is related to relationship marketing and Seth Godin's idea of permission marketing. David Meerman Scott recommends[3] that marketers "earn their way in" (via publishing helpful information on a blog etc.)...” Credit: Wikipedia http://en.wikipedia.org/wiki/Inbound_marketing Tuesday, May 29, 12

41. “...create content that people actually want to see.” Tuesday, May 29, 12 For me it boils down to this... Schools have to re-think about the way they craft content. They are now the media organization. They are the journalists and the reporters.

42. Tuesday, May 29, 12 Hold onto this question. We’ll get to it soon, but lets step back for a second.

43. “So how does this relate to social media?” Tuesday, May 29, 12 Hold onto this question. We’ll get to it soon, but lets step back for a second.

44. What is social media? The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue. Andreas Kaplan and Michael Haenlein deﬁne social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Social media are media for social interaction, as a superset beyond social communication. http://en.wikipedia.org/wiki/Social_media Tuesday, May 29, 12 So lets take a step back and deﬁne social media.

45. A real conversation... Tuesday, May 29, 12 These tools allow for a real conversation between publisher & fans/friends–-marketers "earn their way in" (via publishing helpful information on a blog etc.)...” and fans/friends drive the stories that should be shared...

46. ...facilitated by multiple platforms Tuesday, May 29, 12 Source HubSpot: The more posts you publish, the more indexed pages you create for search engines to display in their results. In other words, business blogging/tweeting/microblogging are more likely to rank in search engines and get found when people search for industry-speciﬁc products or services. Thus, the blog enables you to attract organic traffic and familiarize people with your business.

47. Tuesday, May 29, 12 Hold onto this question. We’ll get to it soon, but lets step back for a second.

48. “What has this meant to schools?” Tuesday, May 29, 12 Hold onto this question. We’ll get to it soon, but lets step back for a second.

49. Tuesday, May 29, 12 Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can you stand out about the crowd?

50. Racing to 2000 fans! Tuesday, May 29, 12 Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can you stand out about the crowd?

51. Racing to Tweeting to 2000followers! 1000 fans! Tuesday, May 29, 12 Social media participation is growing. Schools are actively pushing to build their networks. There’s been this idea that just being in the space is enough, but is it really? How can you stand out about the crowd?

52. Tuesday, May 29, 12 Does it make sense to build the numbers before you ﬁgure out what to say? It’s easy to fall prey to building the networks before offering information that has substance and value.

53. Tuesday, May 29, 12 Does it make sense to build the numbers before you ﬁgure out what to say? It’s easy to fall prey to building the networks before offering information that has substance and value.

54. ct Co nne ! s w ith u Tuesday, May 29, 12 All good steps in an effort to boost our networks and connect with a broad range of people who matter to our schools. We’ve added our social bling everywhere: How many of us feature “follow us; become a fan, connect; etc” twitter & facebook buttons on our sites or in our email signatures?

55. Connect with our school! Tuesday, May 29, 12 We’ve created our channels and have begun to promote them - perhaps via email; on our sites. If you haven’t, consider doing this ASAP. How will people know it’s out there unless your start to share it.

56. Tuesday, May 29, 12 Big question is how do you engage your network as it grows? How often do you publish and what message do yup convey?

57. What do you do when you get there? Tuesday, May 29, 12 Big question is how do you engage your network as it grows? How often do you publish and what message do yup convey?

58. Tuesday, May 29, 12 But, really, the dirty little secret with social media success and keeping people plugged in and engaged is content. And that’s what today is all about... HOW to craft the content.

59. Tuesday, May 29, 12 You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consume” your narrative stream or long story. The object is to begin bringing applying families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the ways students are growing and learning- real and substantive. Engage your fans by sharing the school experience.

60. Create, curate & share compelling content. Tuesday, May 29, 12 You do this by creating & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for lack of a better word, “consume” your narrative stream or long story. The object is to begin bringing applying families into this stream. This requires that you give fans and families substance- not necessarily formality, but substance- events, stories, narratives, happenings and achievement on campus. Show the ways students are growing and learning- real and substantive. Engage your fans by sharing the school experience.

61. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 How do we do this? I advocate that schools commit to a content library. One that isn’t as concerned about polish, but a library that catalogs a form of content that offers a birds eye view of what it’s like to “experience” your community.

62. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 Something that you as an admission office can add to & draw from at key points in the admission process to deepen your connection with prospective families. It can come in a variety of forms - blogs written by students, livestreaming events, student produced shows, videos ﬁlmed by kids, or blogs maintained by faculty. Which methods you use most is determined by which media you can produce most consistently with reasonable effort and quantity.

67. Show rather than tell. Tuesday, May 29, 12 I like to live by these simple words whenever we create content - show rather than tell.

68. Show rather than tell. Photo credit: Northﬁeld Mount Hermon School http://www.ﬂickr.com/photos/nmhphotos/4008777735/in/set-72157622454626351/ Tuesday, May 29, 12 If you’re talking about your great art program. Show students drawing by the creek. Highlight their work on a regular basis.

69. Show rather than tell. Photo credit: Vermont Academy http://www.ﬂickr.com/photos/31278469@N04/3919640397 Tuesday, May 29, 12 If you’re excited about your school’s fall mountain day. Show students climbing to top. Interview them about the challenges of the climb and how the event impacts the school community. Let them connect the dots and their share it with your online communities.

70. Show rather than tell. Tuesday, May 29, 12 We all talk about school spirit. Let your students capture it via short videos.

71. Show rather than tell. Tuesday, May 29, 12 We all talk about school spirit. Let your students capture it via short videos.

72. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 It all comes back to building a library. Check out the content when you need it. Add to it throughout the year; keep it current. Use it to show what’s happening on your campus.

73. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 You don’t have to be a tech guru to produce content. Point is that I suspect that most everyone sitting in the room use social media in some form or fashion to journal daily life and stay connected with family, friends & organizations.

74. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Photo credit: tray http://www.ﬂickr.com/photos/tapps/3989627494 Tuesday, May 29, 12 You don’t have to be a tech guru to produce content. Point is that I suspect that most everyone sitting in the room use social media in some form or fashion to journal daily life and stay connected with family, friends & organizations.

75. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Photo credit: tray http://www.ﬂickr.com/photos/tapps/3989627494 Tuesday, May 29, 12 You don’t have to be a tech guru to produce content. Point is that I suspect that most everyone sitting in the room use social media in some form or fashion to journal daily life and stay connected with family, friends & organizations.

76. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 Google+

77. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 or the most obvious of all... facebook...

78. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 or the most obvious of all... facebook...

79. Tuesday, May 29, 12 Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own collections and/or 'like' photos. http://en.wikipedia.org/wiki/Pinterest

80. Tuesday, May 29, 12 For January 2012 comScore reported the site had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark.[18]comScore recorded a unique users moving average growth of 85% from mid-January to mid-February and a 17% growth from mid-February to mid-March.[37]

81. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 It could come in the form of twitter...

85. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Update iamge Tuesday, May 29, 12 or the most obvious of all... facebook...

86. Tuesday, May 29, 12 For those of you who don’t know this is Chuck Will’s blog at Proctor. He’s a leading voice and the institutional memory to a certain extent. He knows current student & parents, alums, you name it -they know him and he knows what the school stands for. His job is to capture that in words and pictures 2-3 times a week.

90. Photo credit: shanebee http://www.ﬂickr.com/photos/shanesworld/21584252/ Tuesday, May 29, 12 When you think about it from an institutional perspective, you likely already have a wealth of content capturing campus experiences. It’s a question of aggregating it and checking out the content from your ‘library’ when you need it.

94. Tuesday, May 29, 12 So that brings us to why we’re all here today... Finding the tools to create successful social media content. It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of forms. Here’s the second dirty little secret... for it to work & succeed it needs to ﬁt. Fit your talents, culture, workﬂow... which is why a blog offers an excellent content opportunity for schools. It can take many shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it could be a place for students to explore daily life. There’s no 1 right way of doing it.

95. Organizations that blog 16 to 20 times per month get more than 2x more traffic than those that blog fewer than 4x per month Tuesday, May 29, 12 Source: HubSpot Whitepaper “An Intro to Business Blogging”

96. Gould Academy Tuesday, May 29, 12

97. Tuesday, May 29, 12 Started in 2007: Your daily dose of daily life at Gould through the eyes of students and teachers Daily life at our small, New England Boarding school in Bethel, Maine

98. Tuesday, May 29, 12 Now creating content every day….

99. Glog Notes Authentic student voice Trust: post without review content posted 7 days a week Compensation: digital cameras 70,000 views in 4 years 1,700 visits in the past two weeks (as of 12/6) Image credit: Gould Academy Tuesday, May 29, 12 Avoid the obvious. give enough freedom to hang themselves

100. Tuesday, May 29, 12 Brentwood College School

102. Blog ingredients ✓Great content that engages readers ✓Leadership commitment ✓Promote the blog ✓Commit to consistency ✓Recruit contributors ✓Demonstrate expertise Tuesday, May 29, 12 Regardless of the style of blog, there are certain key ingredients that successful blogs exhibit.

103. http://www.youtube.com/watch?v=kpEcCjpbm5w& Tuesday, May 29, 12 Do something unexpected. Create something for people to want to share.

104. “Brian Rosenberg aka the President of Macalester College” Tuesday, May 29, 12 I don’t know if it started out this way, but this is one of the most effective outreach pieces I’ve seen. It was done by the President of Macalester College. Self-deprecating humor, showcased his campus, told you a lot about the school and what the feeling about the campus is like.

105. “Brian Rosenberg aka the President of Macalester College” Tuesday, May 29, 12 I don’t know if it started out this way, but this is one of the most effective outreach pieces I’ve seen. It was done by the President of Macalester College. Self-deprecating humor, showcased his campus, told you a lot about the school and what the feeling about the campus is like.

106. “I have received several hundred e-mail messages from alumni, parents, current and prospective students, as well as from other college presidents and from folks I simply cannot identify, and from countries including Pakistan, Japan, Spain, Singapore, and China—where one alumnus, from the class of 1950 no less, managed to circumvent the national blockage of YouTube and get the video directly from the college's server. Amazing.” The Chronicle of Higher Education http://chronicle.com/article/What-I-Learned-From-YouTube/65141/ Tuesday, May 29, 12

107. “Yet positive responses to our annual-fund solicitations spiked after the video's appearance, reminding us that reputation, institutional pride, and general good will can have as signiﬁcant an impact on development efforts as projects that are more deliberately focused on raising dollars—and are far more expensive. With this project, I have begun to learn about the nature and power of the social media that are reshaping the way we communicate with one another and should be reshaping the way organizations of all kinds communicate.” The Chronicle of Higher Education http://chronicle.com/article/What-I-Learned-From-YouTube/65141/ Tuesday, May 29, 12

111. Mashup Walnut Hill School for the Arts Tuesday, May 29, 12 What do families want when they ﬁrst come to your site? Proctor does a really nice job of weaving their content with that of their fans.

117. Who wears the toolbelt? Tuesday, May 29, 12

118. Newspaper Admissions Alumni Director English Dept Math Dept Science Dept Tuesday, May 29, 12 Find folks to feed you stories about what’s happening on campus, but more importantly, the sub-stories that are happening within the walls. People want to see in between the lines, behind the curtains… give them a slice of what life is like as a member of your community.

119. www.edsocialmedia.com Tuesday, May 29, 12

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