Strategic Marketing for Schools: Blending Web & Social Media Part 1.

2. Strategic Marketing for Schools:Blending Web & Social MediaPart 1. Marisa Peacock, Sr. Marketing Manager

3. What We Know about Social Media…. It allows for TRANSPARENCY • Executive engagement in crucial • Sandy Carter, VP of Service-Oriented Architecture (SOA) & WebSphereStrategy, Channels & Marketing at IBM says: it’s almost unethical for executives to advocate use of social media and not be engaged themselves.

4. What We Know about Social Media…. Tweets from the Chiefs BusinessWeekprofiled 50 CEOs who use Twitter, either personally or professionally, 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

5. Tweets from the Chiefs

6. Tweets from the Chiefs

7. How many independent school heads, deans or directors use Twitter?

8. What We Know about Social Media… It allows for PARTICIPATION – on all sides Interactive is the new buzzword, but what does it mean? What is considered interactive? • Asking questions • Video, audio, live streaming • Dynamic content • Sharing • Providing new ways to engage with traditional media

9. 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

10. 4 Myths about Social Media • It’s a fad • You can’t control your image/message • It’s free and easy • It doesn’t require a strategy

11. Why You Need a Social Media Strategy You wouldn’t produce print materials that don’t support your school’s marketing strategy – producing social media shouldn’t be any different.

12. 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

13. 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.

14. 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

15. Beyond Twitter & Facebook Produce dynamic content with free, easy-to-use, third-party tools • Vuvox • Issuu • Vimeo

16. 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

17. Issuu You Publish. www.issuu.com Real world example: The New York Times Style Magazine School example: The Pomfret School

18. Vimeo Video Sharing www.vimeo.com Real world example: The White House School example: St. Luke’s School The Madeira School

19. @marisacp51@sisarinasaysmarisa@sisarina.comfacebook.com/sisarina@marisacp51@sisarinasaysmarisa@sisarina.comfacebook.com/sisarina Marisa Peacock, Sr. Marketing Manager