NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Sharing with Strategy Not Haphazardly
@JennQBrendan
@erinmb
@jendelgado1
@stevensonhs
@District214
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
7 Steps to Share with Strategy
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1. Identify Your Brand
2. Target your Audience
3. Set Your Sites
4. Develop a Social Media Marketing Plan
5. Create a Content Calendar
6. Scheduling and Time Management Tools
7. Analyze and Be Responsive
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
What is a Brand?
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To identify your brand: • Consider your school
colors, mascot, mission statement and philosophy…
• List what makes your school special? Different? Sets it apart?
A brand is not just a logo or tag line, it’s how your audience identifies with your school.
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Target Your Audience
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What is the minimal age on each site?
Twitter, Facebook, Instagram Google+
YouTube
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14 18
Facebookusers by age
Twitterusers by age
(13 with parent’s permission)
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Know where they are…
Facebook: current students and parents, prospective students and parents, alumni, teachers and staff
Twitter: current and prospective parents and the community at large
LinkedIn: alumni, teachers, staff, current and prospective corporate sponsors
YouTube: all audiences
Target Your Audience
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Set Your Sites
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Facebook: the world’s most popular social media site, used for sharing posts, pictures, videos, and interests. Both individuals and businesses have Timelines.
Twitter: launched in 2006, Twitter is the world’s second most popular social media site.
Tweets (posts) are limited to 140 characters.
Supports photos and short videos.
YouTube: use YouTube to research and find solutions on almost any topic, as well as view movies, tv, music, and even view college courses.
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly7
Google+: Similar to Facebook, Google + allows you to share content with others.
You create circles of people who you share content with. Hangouts is a video chat feature
Instagram: Typically draws a younger audience. Account Users follow one another.
Used to share photos and short videos taken with your mobile phone.
Content can be shared on other sites.
LinkedIn: Launched in 2003, yes it really has been around for over 10 years.
It is used for professional networking.
Your can create a company profile with a personalized URL for information sharing.
Set Your Sites
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You don’t have to be on every social channel, just let your audience know where to find you.
District social sites:
Set Your Sites
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Develop A Social Media Marketing Plan
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Identify your target audience and how you want them to respond.
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Create a Content Calendar
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How to Set Up an Editorial Calendar in Google
Step 1: Create a Google Calendar.
Step 2: Schedule out your typical publishing slots.
Step 3: Customize the publishing slots.
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
The Focus of Social Media is to BE Social
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Social is about listening and interacting not soapboxing
Write conversation starting copy:
Lead with a call to action
or
Ask you audience to respond… What do you think? Retweet please
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Scheduling and Time Management Tools
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly15
Did you know you can schedule a post straight from Facebook? You can also save a draft for later…
This option provides the greatest choices for personalizing your message and gives you the advantage of seeing and revising your scheduled share, before posting.
Scheduling and Time Management Tools
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Facebook Analytics
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Analyze and be responsive
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Facebook Analytics
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Analyze and be responsive
Weekly overview
Day look
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Twitter Analytics
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analytics.twitter.com
Use analytics to determine audience use on each site.
Alumni
Students
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Google Analytics
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Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Instagram Analytics: iconosquare.com
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Staff Training
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Administrator Training Encourage Consistency: Hashtags, Tag District Account Twitter Tips Thursday Empower Staff to be your ambassadors
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Building a Following: #214GetSocial
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Building a Following: #214GetSocial
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followers
retweets
favorites
estimated reach
1,323 16,834
3,822 277,000+
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Building a Following: Original video
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Building a Following: Original video
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
School Spirit Campaign: #214spirit
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
School Spirit Campaign: #214spirit
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contributors
tweets
retweets
estimated reach
18,692 33,848
312,116 6.7 million+
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Lessons Learned
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on the weekend short of fake accounts the rules
Do it
Make it
Be aware
Set
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Creative Content: Bubble Thoughts
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Creative Content: Jumping on Trends
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Creative Content: Sharing Stories
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Case Study: Engagement Gone Bad?
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NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly42
Case Study: Engagement Gone Bad?
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly43
Case Study: Engagement Gone Bad?
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Case Study: Engaging – Pros
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follower base (>3,000 in one day)
conversation / interaction behind an account
Grows
Creates
Puts face
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Case Study: Engaging – Cons
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on their level false sense of control/power more negative posts
Puts you
Gives
More eyes
NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly
Case Study: Why it worked
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Student-led Organic Challenged other schools Across two schools: 1,200+ original tweets Hashtag appeared on 1 million+ users timelines One school trended on Twitter