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Strategic Marketing for Schools:Blending Web & Social Media

Part 1.

Marisa Peacock, Sr. Marketing Manager

What We Know about Social Media….

It allows for TRANSPARENCY

• Executive engagement in crucial• Sandy Carter, VP of Service-Oriented Architecture (SOA) &

WebSphere Strategy, Channels & Marketing at IBM says:

it’s almost unethical for executives to advocate use ofsocial media and not be engaged themselves.

What We Know about Social Media….

Tweets from the Chiefs

BusinessWeek profiled 50 CEOs who use Twitter, either personally orprofessionally, 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

Tweets from the Chiefs

Tweets from the Chiefs

How many independent school heads, deans or directors use

Twitter?

What We Know about Social Media…

It allows for PARTICIPATION – on all sides

Interactive is the new buzzword, but what does it mean? What isconsidered interactive?

• Asking questions• Video, audio, live streaming• Dynamic content• Sharing• Providing new ways to engage with traditional media

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

4 Myths about Social Media

1. It’s a fad2. You can’t control your image/message3. It’s free and easy4. It doesn’t require a strategy

Why You Need a Social Media Strategy

You wouldn’t produce print materials thatdon’t support your school’s marketing strategy

– producing social media shouldn’t beany different.

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

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.

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

Beyond Twitter & Facebook

Produce dynamic content with free, easy-to-use, third-party tools

•Vuvox• Issuu•Vimeo

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

Issuu

You Publish. www.issuu.com

Real world example: The New York Times Style Magazine

School example: The Pomfret School

Vimeo

Video Sharing www.vimeo.com

Real world example: The White HouseSchool example: St. Luke’s School

The Madeira School

@marisacp51@sisarinasays

marisa@sisarina.comfacebook.com/sisarina

Marisa Peacock, Sr. Marketing Manager