nspra 2015 sharing with strategy not haphazardly

NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly

Sharing with Strategy Not Haphazardly

@JennQBrendan

@erinmb

@jendelgado1

@stevensonhs

@District214


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


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.


Target Your Audience

4

What is the minimal age on each site?

Twitter, Facebook, Instagram Google+

LinkedIn

YouTube

13

14 18

Facebookusers by age

Twitterusers by age

(13 with parent’s permission)

NSPRA 2015 National Seminar Sharing with Strategy, Not Haphazardly5

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


Set Your Sites

6

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.


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


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


Set Your Sites


Develop A Social Media Marketing Plan

10

Identify your target audience and how you want them to respond.


Create a Content Calendar

11

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.


Create a Content Calendar

12


The Focus of Social Media is to BE Social

13

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


Scheduling and Time Management Tools

14


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


Facebook Analytics

16

Analyze and be responsive


Facebook Analytics

17

Analyze and be responsive

Weekly overview

Day look


Twitter Analytics

18

analytics.twitter.com

Use analytics to determine audience use on each site.

Alumni

Students

http://analytics.twitter.com


Linkedin Analytics

19


Google Analytics

20

Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic.


Instagram Analytics: iconosquare.com

21

http://iconosquare.com

NSPRA 2015 National Seminar Sharing with Strategy, Not HaphazardlyEngaging with Content


Social Media Growth

23


Social Media Growth


Staff Training

25

Administrator Training Encourage Consistency: Hashtags, Tag District Account Twitter Tips Thursday Empower Staff to be your ambassadors


Empowering Ambassadors

26


Engage

27


Building a Following: #214GetSocial

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Building a Following: #214GetSocial

29

followers

retweets

favorites

estimated reach

1,323 16,834

3,822 277,000+


Building a Following: Original video

30


Campaign: #214hero

31


Building a Following: Original video

32


School Spirit Campaign: #214spirit

33


School Spirit Campaign: #214spirit

34

contributors

tweets

retweets

estimated reach

18,692 33,848

312,116 6.7 million+


Lessons Learned

35

on the weekend short of fake accounts the rules

Do it

Make it

Be aware

Set


One-day Campaigns: #214oneday

36


Storify

37


Creative Content: Bubble Thoughts

38


Creative Content: Jumping on Trends

39


Creative Content: Sharing Stories

40


Case Study: Engagement Gone Bad?

41


Case Study: Engaging – Pros

44

follower base (>3,000 in one day)

conversation / interaction behind an account

Grows

Creates

Puts face


Case Study: Engaging – Cons

45

on their level false sense of control/power more negative posts

Puts you

Gives

More eyes


Case Study: #BeThePower

46


Case Study: Why it worked

47

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

NSPRA 2015 National Seminar Sharing with Strategy, Not HaphazardlyQuestions?

@JennQBrendan

@erinmb

@jendelgado1

@stevensonhs

@District214

nspra 2015 sharing with strategy not haphazardly

Presentations & Public Speaking

national seminar sharing

information sharing

target audience

district social sites

facebook users

younger audience

popular social media

age twitter users