Blending Web & Social Media

sweetleafapartInternet and Web Development

Aug 7, 2012 (4 years and 8 months ago)

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SUMMIT

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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
of

social
media and not be engaged themselves
.



What
W
e Know about Social Media….


Tweets from the
Chiefs


BusinessWeek

profiled
50 CEOs who use Twitter
, either
personally or

professionally, 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
is

considered
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 fad

2.
You can’t control your image/message

3.
It’s free and easy

4.
It doesn’t require a strategy


Why You Need a Social Media Strategy


You wouldn’t produce print materials that

don’t support your school’s marketing strategy



producing social media shouldn’t be

any 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


Website

Facebook,
etc.

Website

Twitter,
etc.

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 House

School example:

St. Luke’s School

The Madeira School

@marisacp51

@
sisarinasays

marisa@sisarina.com

facebook.com/sisarina


Marisa Peacock, Sr. Marketing Manager