Creating Conversation (A Social Media presentation by The Image Group: CHESPRA, 2009)

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A high level presentation given in November to CHESPRA walking through marketing your k-12 school district, web user expectations and creating a social media strategy.

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  • 1. CREATING CONVERSATIONTHE IMAGE GROUP / HOLLAND MILAYNE FULLER - ACCOUNT MANAGERPAUL HART - WEB CREATIVE DIRECTOR MATT SCHLIENTZ - PARTNER

2. INTRODUCTIONS 3. MATT SCHLIENTZ mattschlientz.com @mattschlientz facebook.com/mattschlientz 4. PAUL HART(screenshot) (screenshot) @pablohart ickr.com/hartville delicious.com/pablohart 5. LAYNE FULLER @laynefullerlinkedin.com/laynefuller tumblr.com/laynefuller 6. THE IMAGE GROUPwww.imagegroup.com@imagegroup(screenshot)(screenshot) imagegroup.com/blogickr.com/imagegroup vimeo.com/imagegroup 7. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy 8. BHAGs 9. K-12 EDU MARKETPLACE Advanced PlacementCharter SchoolsDual EnrollmentHome SchoolingInter-district Schools of ChoiceMagnet ProgramsNo Child Left Behind 10. K-12 EDU MARKETPLACE Private ScholarshipsPrivate SchoolsTuition Tax CreditVirtual LearningVoucher ProgramsTeachersTax Dollars 11. CLUTTER & NOISE 12. 1,000,000 MARKETING MESSAGES/YEAR 13. 3,000 MARKETING MESSAGES/DAY 14. 10,000 MARKETING MESSAGES AT THE SUPERMARKET 15. 20,000 TV COMMERCIALS PER YEAR 16. 100+ NEWSPAPER ADS PER ISSUE 17. EXPLOSION OF CHOICES Consumers are now overloaded with options. 1970 TodayMagazines300800New Book Titles40,00080,000 T.V. Channels 3 118.6* Radio Stations7,000 16,000New Movies260450 Different Types of Running 5 285Shoes 1 billion internet users Internet Users and Websites 0162 million websites 18. .............................................. .............................................. .............................................. .............................................. ............................................. .............................................. .............................................. ............................................. is here your ad .............................................. ............................................. .............................................. .............................................. .............................................. .............................................. .............................................. .............................................. .............................................. ..............................................3,000 PER DAY.............................................. .............................................. 19. your ad is here 3,000 PER DAY 20. CLUTTER & NOISE Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency 21. 62% IDEAS ACCEPTED AFTER 6X 22. 25% FORGET AFTER A DAY 23. 97% FORGET AFTER 7 DAYS 24. POWER OF REPETITIONMax Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9 25. SOUPSOFT DRINKCANNED FRUIT1926 BRAND BRAND LEADERSFILMLEADERS 2008APPLIANCES TIRES CRACKERSCHEWING GUM www.secondwindonline.com Source: Anthony P. Mikes and Second Wind Ltd. 26. SOUPSOFT DRINKCANNED FRUIT2008 BRAND BRAND LEADERSFILMLEADERS 2008APPLIANCES TIRES CRACKERSCHEWING GUM www.secondwindonline.com Source: Anthony P. Mikes and Second Wind Ltd. 27. NEW JOB TITLE Senior Vice President of Marketing Brand Manager Cultural Anthropologist Customer Advocate Change Agent Director of Listening Conversation Facilitation Ofcer 28. SURVIVAL 29. SURVIVAL How are you going to be heard? How are you going to get noticed? How are you going to stay ahead of your competition? How are you going to grow in mindshare and market share? 30. SURVIVAL Prepare a plan Listen to your customers Respond in calculated and progressive ways Show up and go on offense with your game plan Enjoy the journey 31. 1 Conduct Business ReviewMARKETING BACKGROUND 2 Identify Challenges & Opportunities 3Establish Objectives 4Determine Target Markets & Marketing Objectives 5 Set Plan Strategies Positioning & MarketingMARKETING PLAN6Analyze Communication Goals 7 Define Tactical Marketing Mix Tools 8Create Marketing Plan Budget & CalendarMARKETING EXECUTION9ExecuteMARKETING EVALUATION 10Evaluate 10-STEP MARKETING PLANRoman G. Hiebing JR, Scott W. Cooper,The One-Day Marketing Plan, (NTC Business Books, 1992) 32. THINK BIG, STAY FOCUSED, NEVER, NEVER QUIT 33. MARKETING DEFINITION 34. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy 35. THE GEN-X PARENT 36. OVER THE PAST DECADE, GEN-XERS HAVE BEEN TAKING OVER FROM BOOMERS AS THE MAJORITY OF K-12 PARENTS.GEN-X PARENTS AND BOOMER PARENTS BELONG TO TWO NEIGHBORING GENERATIONS, EACH POSSESSING THEIR OWN LOCATION IN HISTORY AND THEIR OWN PEER PERSONALITY. NEIL HOWE & WILLIAM STRAUSS Millennials & K-12 Schools: Educational Strategies for a New Generation 37. THEYRE NOT BOOMERS Personally attached, protective and directive of their children. Oriented toward their kids when voting and volunteering. Less trusting of educators and less idealistic about education. Sensitive to prices and more insistent on choice. Less patient and respectful as problem solvers. Millennials & K-12 Schools: Educational Strategies for a New Generation 38. HELICOPTER MOMABC News, 20/20, August 2009http://www.youtube.com/watch?v=n-hz9juzdTM 39. ACTION STEPS1. Assume no trust.2. Stress accountability and contribution.3. Offer data, standards, transparency, and ROI.4. Offer real-time service.5. Enable parent choice.6. Prepare for the modular opt-out consumer.Millennials & K-12 Schools: Educational Strategies for a New Generation 40. IN THIS ERA OF ACCOUNTABILITY, K-12 LEADERS NEED TO FACE UP TO THE RISING TIDE OF GEN-X PARENTS.SCHOOLS THAT FIGURE IT OUT, COLLECT THE RIGHT DATA, AND MARKET THEMSELVES INTELLIGENTLY TO THIS NEW GENERATION OF PARENTS WILL BE ABLE TO BRAND THEMSELVES FOR SUCCESS IN THE DECADES AHEAD. NEIL HOWE & WILLIAM STRAUSSMillennials & K-12 Schools: Educational Strategies for a New Generation 41. GEN-YMillennials 42. GEN-Y 43. HONOR THY AUDIENCE ITS NOT ABOUT YOU. 44. COMMUNICATION CYCLE BPass It OnVisit OnlineA Friend 45. DONT ASK HOW YOU CANGET MORE TRAFFICWORRY ABOUT HOW TO MAKE THE USER EXPERIENCE GOOD. KATHY SIERRAGAME DEVELOPER AND AUTHOR 46. Delightful!YouUserProvider Consumer 47. What are you serving up? 48. Delightful! GOAttract Inform Invoke 49. WEB 1.0 Brochure Brochure-ware 50. Page Title http://www.sitename.com/ GoogleNewsHome | News | Employment | Contact Us Logo About Us | Academics | Admissions | Schools | Athletics I Want To...Lorem Ipsum Dolor Sit ApplyLorem ipsum dolor sit amet,Visit a schoolconsectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut Explore academicslaoreet dolore magna aliquam. Learn about scholarshipsRead More > Find a teacherSign up for classesRegistration Day August 20, 2009 ImageImage ImageLorem ipsum dolor sit,consectetuer adipiscingLorem Ipsum > Dolor Sit Amet >Consectetuer Elit > elit, sed diam nonummyLorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Imageconsectetuer adipiscing elit, sed consectetuer adipiscing elitconsectetuer adipiscing elit, laoreet dolore magnadiam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat.Read More > nonummy.adipiscing elit nonummy.Read More >Read More > Read More >Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More > School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us 51. WEB 2.0Page Title http://www.sitename.com/ GoogleNewsHome | News | Employment | Contact Us Logo About Us | Academics | Admissions | Schools | Athletics I Want To...Lorem Ipsum Dolor Sit ApplyLorem ipsum dolor sit amet,Visit a schoolconsectetuer adipiscing elit, sed diamnonummy nibh euismod tincidunt ut Explore academicslaoreet dolore magna aliquam. Learn about scholarshipsRead More > Find a teacherSign up for classesRegistration Day August 20, 2009 ImageImage ImageLorem ipsum dolor sit,consectetuer adipiscingLorem Ipsum > Dolor Sit Amet >Consectetuer Elit > elit, sed diam nonummyLorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Imageconsectetuer adipiscing elit, sed consectetuer adipiscing elitconsectetuer adipiscing elit, laoreet dolore magnadiam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat.Read More > nonummy.adipiscing elit nonummy.Read More >Read More > Read More >Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More > School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us 52. BREAK 53. AGENDA 1. Marketing and branding 2. Understanding your audience 3. Social media for marketing and branding 4. Creating a social media strategy 54. LETS TALK SOCIAL MEDIA Your experiences with social media Why you should care about social media Tools and best practices 55. and thesurveysays... SURVEY RESULTS 56. CHESPRA SOCIAL MEDIA EXPERIENCE 15 11840 Ning BlogTwitter FlickrYouTube LinkedIn FacebookNeverI think I've signed upMonthlyUse it weeklyUse it dailyCHESPRA Survey, TheImageGroup, November 2009 57. 47% USE FACEBOOK DAILYCHESPRA Survey, TheImageGroup, November 2009 58. 53% NEVER USE TWITTERCHESPRA Survey, TheImageGroup, November 2009 59. 93% NEVER USE NINGCHESPRA Survey, TheImageGroup, November 2009 60. 67% NEVER USE A BLOG CHESPRA Survey, TheImageGroup, November 2009 61. TIME SPENT ON SOCIAL MEDIA13%7%60%20%None A few hours a month2-5 hours a week At least an hour a dayI never log off! CHESPRA Survey, TheImageGroup, November 2009 62. SOCIAL MEDIA CONCERNS 63. EXPERIENCE: THAT MOST BRUTAL OFTEACHERS. BUT YOU LEARN, MYGOD DO YOU LEARN.C.S. LEWIS 64. WikisPodcasting Blogging Crowd-sourcing Niche Networks Video Social Networking Lifestreams Music Pictures Social Bookmarks EventsConversation Prism, Solis 2008 65. 5 WORST EXCUSES SUCCESS I dont have anything to say.I cant say anything meaningful in 140 characters.I dont have time.Im not interested in hearing about what people are eating for breakfast.Its a waste of time. http://twittown.com/ 66. THE SOCIAL REVOLUTION 67. THE BOTTOM LINEIt is not a fad. (and it is not new either.) 68. I HAVE RETURNED HERE SAFE, 173 WILL WRITE YOU TOMORROW. TED WALKED WITH ME TO FLINT THIS MORNING, HE IS STAYING HOME ANOTHER WEEK.I SUPPOSE YOU GOT P.C. THIS MORN.WILL ADDRESSED TO: MISS ROBERTS, THE GARDENS, EXETER HALL, PRESTON, LANCS http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119 69. WHY CARE?People are already talking about you. Are you listening? 70. 31 THE AVERAGE AGE OF A TWITTER USER Pew Internet & American Life Project, December 2008 71. 50+FACEBOOKS FASTEST GROWING POPULATION. Pew Internet & American Life Project, December 2008 72. 26-35AGE RANGE OF THOSE MOST INFLUENCED BY SOCIAL MEDIA.New Media, New Inuencers and Implications for Public Relations; 2008 Society for New Communications Research 73. 50-90k INCOME RANGE OF THOSE MOSTINFLUENCED BY SOCIAL MEDIA.New Media, New Inuencers and Implications for Public Relations; 2008 Society for New Communications Research 74. 41%ADULTS WITH SOME COLLEGE EDUCATION. Pew Internet & American Life Project, December 2008 75. 12-32 AGES OF THOSE MOST LIKELY TO READ AND WRITE BLOGSPew Internet & American Life Project, Generations Online January, 2008 76. 47% TEENS WHO TALK VIA SOCIALNETWORKS WITH FRIENDSPew Internet & American Life Project, Teens and Technology, January, 2007 77. GEN Y WILL CONTINUE TO TURN TRADITIONAL SALES AND MARKETING UPSIDE DOWN. GenBuy, 2009 78. TOOLS TWITTER NING FACEBOOK RSS FLICKR 79. FACEBOOK 80. BAYLOR SCHOOL Chattanooga, TN 81. BAYLOR SCHOOL 1,247 fans 40% females ages 35-44 10-20 minutes/day mStoner Blog, October 28, 2009 82. IM A 25-YEAR PR VETERAN AND IKNEW I HAD TO ADJUST TO THESE CHANGES MYSELF.AND I KNOW OUR AUDIENCES EXPECT US TO COMMUNICATE THIS WAY.BARBARA KENNEDY ASSOCIATE VP FOR EXTERNAL AFFAIRS mStoner Blog, October 28, 2009 83. Medical School 84. THE PROBLEMWanted to create community of rst year students before the fall semester.THE SOLUTIONCreated Facebook groups for new students. THE RESULTS100% participation 85. TWITTER 86. BEAVER COUNTRY DAY SCHOOL Brookline, MA 87. THE [SOCIAL MEDIA] PURPOSE IS TWO-FOLD:TO PROMOTE CONNECTIONS WITH AND AMONG MEMBERS OF THE COMMUNITY (HOPEFULLY RESULTING IN INCREASE FINANCIAL SUPPORT AND SCHOOLS SPIRIT) AND TO ENHANCE OUR BRAND IMAGE.JAN DEVEREUX BCDS DIRECTOR OF COMMUNICATIONS mStoner Blog, October 28, 2009 88. @BCDSCHOOL 283 followers Posts Events Interesting general education info Student work 89. The Boston Globe, 5 November 2009 http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html 90. PEOPLE HAVE BEEN RESPECTFULAND HAVENT [MADE SNIDE WALL POSTS OR NEGATIVEBLOG COMMENTS]MATT CLOBRIDGE, BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGERmStoner Blog, October 28, 2009 91. NORTH VANCOUVER SCHOOL DISTRICTNorth Vancouver, BC 92. @NVSD44 174 followers Using lists to show approved NVSD people on Twitter 93. UNIVERSITY OF MINNESOTACarlson MBA program 94. THE PROBLEMNeeded to make direct contact with potential studentsTHE SOLUTIONTwitter account @carlsonMBA to answer questions and engage with potential students in real-time.THE RESULTSIncrease in Applications 95. NING 96. SUNY New Paltz campus 97. THE PROBLEMWanted to increase the academic quality of incoming class.THE SOLUTIONCreated private online community: Cafe New Paltz.THE RESULTSIncreased highest selectivity deposits from 30% to 37% 98. NORTHFIELD MOUNT HERMON Mount Hermon, MA 99. NMHPHOTOS 674,470 views 2,500 views daily Posts Events Athletics Student work Classroom/campus Etc...www.ickr.com/photos/nmhphotos/ 100. I CANT IMAGE US BEING ABLE TO PULL THIS OFF IF WE HADNT STARTED WITH A DYNAMIC TEAM OF PEOPLE WHO WERE (AND STILL ARE) ALREADY INTERESTED IN SOCIAL MEDIA.INVEST IN THINKING AND TEAMWORK UP FRONT ABOUT WHAT YOU ARE GOING TO DO.HEATHER SULLIVAN DIRECTOR OF COMMUNICATIONS AND MARKETINGmStoner Blog, October 28, 2009 101. POUDRE SCHOOL DISTRICT 302 photos Student work 102. LANSING SCHOOL DISTRICT 2,653 photos Categories: Class Activities Athletics 103. EVERGREEN SCHOOL DISTRICTSan Jose, CA 104. YOUTUBE CHANNEL 306 views Started: Feb 09 Videos Student work Events Principal p...