leveraging social media from the president’s office · 2017-02-07 · leveraging social media...

Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions

+Learning Keys Myths vs. Reality Understand the Channels of Social Media Narcissism vs. Servant’s Heart Automation Authenticity

Caylor-Solutions.com | 317-985-7375 3

+Myth vs. Reality What Social Media is and What it is Not

+The number one benefit of social media marketing is generating more business exposure (85%), followed by increasing traffic (69%) and providing marketplace insight (65%)

http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf

+Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing 2012)

http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar

+Who is on Social Media?

Caylor-Solutions.com | 317-985-7375

+Teens on Social Media?

+Take Away & Real World Example

Social media has matured over time and is now a crucial and expected part of your enrollment strategy.

With a smart strategy, social media can engage prospects with conversation, answers to their questions, and opportunities to convert to leads.

+Tweets, Hashtags and Pins, Oh My… Understanding the Channels of Social Media

+Facebook

n  “Grand Daddy” of Social Media

n  “Grand Central Station”

n  Trending to older generations (not youth centric)

n  Promoted Content Through Feeds

n  Company Pages vs. Individuals

+Twitter

n  Steady Growth

n  “Mighty River”

n  Trending to younger, business

n  Promoted Content Through Sponsored Tweets

n  Hashtags

+LinkedIn

n  Business Focused, 2003

n  “Water Cooler”

n  Strategic Growth into Youth Market

n  Promoted Content Through Sponsored Ads

n  Groups is unique key

+Instagram

n  Photo focused

n  “Look at This”

n  Youth Focused

n  Promoted Content Through Sponsored Posts

n  Hashtags, Photos, Videos, Entertainment

+Pinterest

n  Visual Focus, Lifestyle

n  “Collections and Save”

n  Women dominant

n  Promoted content through sponsored pins

n  Visual, how-to’s, tips, tricks

+YouTube

n  Videos

n  “Watch and Research”

n  Teens that use: 82% (teenagers frequent YouTube 14% more than Facebook. That is nearly double the frequency of ITunes, Instagram, and Twitter.)

n  Millennials: 72%

n  Average time on YouTube per mobile session: 40 minutes

Social media networks have their own unique demographic makeup; every network is unique. Your strategy and plan must take this into account and design your communications to leverage different networks for your audiences.

+Narcissism vs. Servant’s Heart Using social media to be helpful.

+What if instead of trying to be amazing you just focused on being useful? What if you decided to inform, rather than promote?

Jay Baer, Youtility

+“Friend-of-mine awareness”

Jay Baer, Youtility

+Content

+Original Content

Answers to Questions

Current Promotional Content

20% Total of Social Media Shares

+Curated Content

Answer the Questions

From Other Sources and Useful Information

80% of Content

Social media is the perfect way to be a servant to your prospective students and parents. Your institution intrinsically has information that they need to understand and make a wise education choice.

Be a servant rather than a promoter.

+Automation Work Smarter, Not Harder.

+Automate the Mundane Cultivate Relationships

+Automation

n  Use tools to post automatically n  Hootsuite

n  Buffer / Feedly

n  CoSchedule

n  Use tools to notify you n  Settings in all networks to send email, text messages, etc.

n  Listening Tools n  Tweet Deck

+My Process

n  Feedly: Content Sources

n  Scheduled Curated Content n  Buffer: Twitter, Facebook (Personal, Pages), Pinterest, LinkedIn

(Personal, Company, Groups), Google+ n  Hootsuite or Latergram.me: Instagram

n  CoSchedule: Scheduled Original Content

n  Google UTM Builder: Traceable Links

n  Hashtagify.me: Hashtag Research

n  Zapier: Record Tweets into Evernote

+Take Away:

Use automation to focus your time where most valuable: relationships.

Use cloud-based tools to set up integrations to automate as much of social media as possible and focus on replies and community building.

+Authenticity Be Yourself

+“I was told I needed to be “more hip” when I use social media. Is that true?”

+The first is authenticity; one of the most important elements to truly connecting with these teen audiences. You are entering their world… And they can smell a fraud from a mile away.

http://www.mediapost.com/publications/article/257640/two-must-haves-for-effective-teen-marketing.html

+Best Practice: Social Media

All Networks

n  Courtesy

n  Conversation

n  Respond to Comments

n  Headlines

n  Images & Videos

n  Automation

n  Tweets with images result in a 55% increase in leads

n  Photos generate 53% more likes and 104% more comments than text posts on Facebook

n  More people access Facebook from a mobile device than a desktop – 751 million monthly active users

n  55% of Pinterest users have engaged with retailers and brands via Pinterest

n  Google+: Fastest growing demographic is 45-54 years old

+Resources

#Follow the Leader

The Art & Science of Social Media

YOUtility

+Take Away:

Prospective students want to understand themselves within the context of your school.

Your website is the perfect medium to provide authenticity and engagement so students can use emotive and lifestyle photography to put themselves in context.

+Next Steps

1.  Develop a Strategy

2.  Automate Notifications & Postings

3.  Answer the Questions through Content

+To Do Number 1: Strategy

Work on Strategy:

Audience? What Channels? Content?

Editorial Calendar both Original & Curated

Frequency

Measurement

+To Do Number 2: Automate

Automate Curated Content Sources

Automate Social Posts

Set up all the tools, including WordPress blog software

+To Do Number 3: Blog

Admissions Team: 52 Top Questions

Set up editorial calendar

Write 500 word blog post per week

Keyword Focused

Promote via Social Media (CoSchedule)

The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.

- Alvin Toffler

+Bart Caylor caylor@caylor-solutions.com

317-985-7375

caylor-solutions.com

@bartcaylor

leveraging social media from the president’s office · 2017-02-07 · leveraging social media...

Documents

president’s message 1 president’s message

president’s council

yogi ramsuratkumar...

accelerate and strengthen your impact - leveraging...

emilia caylor, ashley moreno-gongora, tanu k. uppal, mph

president’s olumn, president’s column

+ the formula for website navigation bart caylor, caylor...

web 2.0 best practices: web development taylor enrollment...

ngda theme community meeting - geoplatform€¦ ·...

president’s message p president’s message— taking the

spring 2007 commercial vegetable variety...

leveraging social media - druginfo seminar - leveraging...

the president’s dinner 2015 at birmingham town hall · 4...

nanostructured high temperature bulk thermoelectric … ·...

wallacewiki.infowallacewiki.info/images/pdfs/111265.pdf ·...

drought, climate change and potential agricultural ...

marcus spiegel advisers: kelly caylor, associate professor...

president’s message p president’s message weathering the

president’s report

president’s board report april 9, 2015 president’s...