4. ME!
Who am I?
Hi! I’m @madelinesen, a
Mizzou J-school grad. Hails
from MO & CO. Calls
Portsmouth, NH home. Tweets
about #media, #eco,
#recipes @edSocialMedia
Friday, April 19, 13
5. ME!
Who am I?
Hi! I’m @madelinesen, a
Mizzou J-school grad. Hails
from MO & CO. Calls
Portsmouth, NH home. Tweets
about #media, #eco,
#recipes @edSocialMedia
Friday, April 19, 13
8. ESM
Who are we?
edSocialMedia is a one-stop shop for
anyone interested in exploring the role
of social media. With our blog,
webinars, workshops and summits, we
show, tell and teach social media. In
just three short years, edSocialMedia
has trained more than 1,800 people
with our hands-on social media
bootcamp approach at workshops and
seminars from northern New England
to southern California.
Friday, April 19, 13
9. ESM
Who are we?
edSocialMedia is a one-stop shop for
anyone interested in exploring the role
of social media. With our blog,
webinars, workshops and summits, we
show, tell and teach social media. In
just three short years, edSocialMedia
has trained more than 1,800 people
with our hands-on social media
bootcamp approach at workshops and
seminars from northern New England
to southern California.
Friday, April 19, 13
10. The
Summit
1
2
Friday, April 19, 13
Pinnacle: the big event for us. Where we were able to bring down some of the highest-‐level presenters and deliver content at the
independent and higher educa;on level.
For me, there were two key trends that emerged from the event: 1) The importance of the Visual Content & 2) The importance
of data, datapoints and strategic social media marke;ng, nurtured for a specific audience and need.
11. The
Summit
1
2
Friday, April 19, 13
Pinnacle: the big event for us. Where we were able to bring down some of the highest-‐level presenters and deliver content at the
independent and higher educa;on level.
For me, there were two key trends that emerged from the event: 1) The importance of the Visual Content & 2) The importance
of data, datapoints and strategic social media marke;ng, nurtured for a specific audience and need.
12. The
Summit
1
2
Friday, April 19, 13
Pinnacle: the big event for us. Where we were able to bring down some of the highest-‐level presenters and deliver content at the
independent and higher educa;on level.
For me, there were two key trends that emerged from the event: 1) The importance of the Visual Content & 2) The importance
of data, datapoints and strategic social media marke;ng, nurtured for a specific audience and need.
13. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
14. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
15. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
16. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
17. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
18. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
19. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
20. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
21. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
22. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
23. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
24. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
25. Visual
Web
1
Friday, April 19, 13
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show
rather than tell, we fulfill a mantra of what we as educators seek to provide. We give our students lessons to learn, the tools to get
there, rather than just landing on the end goal.
26. Targeted
Content
2
Multiple times a day Once a day Once a week Once a month Every once in a while
Facebook 11% 10% 14% 8% 21%
YouTube 7% 5% 9% 8% 21%
Twitter 4% 4% 4% 3% 10%
Instagram 4% 3% 3% 2% 6%
Tumblr 2% 2% 3% 2% 6%
Pinterest 2% 2% 3% 2% 5%
0% 18% 35% 53% 70%
Friday, April 19, 13
Specifically targeted data to help drive your decisions — both in the Admissions office as a whole, but
also in your social media marketing efforts.
27. Targeted
Content
2
Multiple times a day Once a day Once a week Once a month Every once in a while
Facebook 11% 10% 14% 8% 21%
YouTube 7% 5% 9% 8% 21%
Twitter 4% 4% 4% 3% 10%
Instagram 4% 3% 3% 2% 6%
Tumblr 2% 2% 3% 2% 6%
Pinterest 2% 2% 3% 2% 5%
0% 18% 35% 53% 70%
Friday, April 19, 13
Specifically targeted data to help drive your decisions — both in the Admissions office as a whole, but
also in your social media marketing efforts.
28. STOP
What IS
social
media?
HOLD ON!
Friday, April 19, 13
29. STOP
What IS
social
media?
HOLD ON!
Friday, April 19, 13
30. Outbound
Marketing
Friday, April 19, 13
Before we keep going on how to accomplish such strong visual iden;ty and
representa;on, we have to come back to the tools at hand, and we have to figure out
how we got here.
31. Outbound
Marketing
“Outbound marketing is the traditional form
of marketing where a company initiates the
conversation and sends its message out to an
audience. ”
Friday, April 19, 13
Before we keep going on how to accomplish such strong visual iden;ty and
representa;on, we have to come back to the tools at hand, and we have to figure out
how we got here.
32. Inbound
Marketing
wikipedia
Friday, April 19, 13
For me it boils down to this... Schools have to re-‐think about the way they craJ content. They are
now the media organiza;on. They are the journalists and the reporters. Maybe you heard Sven talk
about it yesterday in his session?
33. Inbound
Marketing
“Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and
other forms of content marketing. David Meerman
Scott recommends that marketers "earn their way
in" (via publishing helpful information on a blog
etc.) in contrast to outbound marketing where they
"buy, beg, or bug their way in"”
wikipedia
Friday, April 19, 13
For me it boils down to this... Schools have to re-‐think about the way they craJ content. They are
now the media organiza;on. They are the journalists and the reporters. Maybe you heard Sven talk
about it yesterday in his session?
34. Social
Friday, April 19, 13
What’s the dirty liPle secret to social media? When is it ;me well spent?
35. Social
These tools allow for a real conversation between
publisher & fans/friends. We "earn our way in" (via
publishing helpful information on a blog etc.)...” and
fans/friends drive the stories that should be shared...
Friday, April 19, 13
What’s the dirty liPle secret to social media? When is it ;me well spent?
36. Friday, April 19, 13
You do this by crea;ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a bePer word, “consume” your narra;ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra;ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan;ve. Engage your fans by sharing the
school experience.
37. Friday, April 19, 13
You do this by crea;ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a bePer word, “consume” your narra;ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra;ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan;ve. Engage your fans by sharing the
school experience.
38. Content
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
39. Content
Create content that people
actually want to see.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
40. Content
Create content that people
actually want to see.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
41. Content
Create content that people
actually want to see.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
42. Content
Create content that people
actually want to see.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
43. Content
Create content that people
actually want to see.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
44. Content
Create content that people
actually want to see.
Engaging
Facebook
posts.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
45. Content
Create content that people
actually want to see.
Engaging Slices of
Facebook life in the
posts. classroom.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
46. Content
Create content that people
actually want to see.
Engaging Slices of A peak
Facebook life in the behind the
posts. classroom. curtain.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
47. Content
Create content that people
actually want to see.
Engaging Slices of A peak Stories
Facebook life in the behind the behind the
posts. classroom. curtain. school.
Friday, April 19, 13
Very specific content, target content that specific demographics want to interact with... want to engage with because it is
craJed just for them.
48. Your
School
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
49. Your
School
The Sweet Spot
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
50. Your
School
The Sweet Spot
Insta gram
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
51. Your
School
Pinte rest
The Sweet Spot
Insta gram
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
52. Your
School
Bloggin
rest g
Pinte
The Sweet Spot
Insta gram
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
53. Your
School
Bloggin
rest g
Pinte
The Sweet Spot
Insta gram chat
Snap
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
54. Your
School Googl
e+
Bloggin
rest g
Pinte
The Sweet Spot
Insta gram chat
Snap
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
55. Your
School Googl
e+
Bloggin
rest g
Pinte
The Sweet Spot
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
56. Your
School Googl
e+
Bloggin
rest g
Pinte
The Sweet Spot
Lin kedIn
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
57. Your
Pheed School Googl
e+
Bloggin
rest g
Pinte
The Sweet Spot
Lin kedIn
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
58. Your
Pheed School Googl
e+
Bloggin
rest g
Pinte
The Sweet Spot
Lin kedIn Tu mblr
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
59. Your
Pheed School Googl
e+
Bloggin
rest g
Pinte
Twitter
The Sweet Spot
Lin kedIn Tu mblr
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
60. Your
Pheed School Googl
e+
Vine Bloggin
rest g
Pinte
Twitter
The Sweet Spot
Lin kedIn Tu mblr
Faceb
gram ook
Insta Snap chat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
61. Friday, April 19, 13
hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/
hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
62. Friday, April 19, 13
hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/
hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
63. Friday, April 19, 13
hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/
hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
64. Friday, April 19, 13
Instead of throwing darts at a board, ge`ng all these tools in place and expec;ng huge results to come, we invest our ;me, team and
efforts into a specific, highly target space.
hPp://www.flickr.com/photos/shezamm/5826102661/sizes/o/in/photostream/
hPp://www.flickr.com/photos/mikebehnken/5343485804/sizes/l/in/photostream/
65. Friday, April 19, 13
Instead of throwing darts at a board, ge`ng all these tools in place and expec;ng huge results to come, we invest our ;me, team and
efforts into a specific, highly target space.
hPp://www.flickr.com/photos/shezamm/5826102661/sizes/o/in/photostream/
hPp://www.flickr.com/photos/mikebehnken/5343485804/sizes/l/in/photostream/
66. Friday, April 19, 13
Instead of just crea;ng content, we’re crea;ng content with a purpose.
CRAFTING: Editorial planning and strategic planning: Through authen;c, visual, highly targeted content for specific roles.
Demographic report: hPp://pewinternet.org/Reports/2013/Social-‐media-‐users/Social-‐Networking-‐Site-‐Users/Demo-‐portrait.aspx
p: hPp://www.flickr.com/photos/jnicho02/2637002496/
67. Friday, April 19, 13
Instead of just crea;ng content, we’re crea;ng content with a purpose.
CRAFTING: Editorial planning and strategic planning: Through authen;c, visual, highly targeted content for specific roles.
Demographic report: hPp://pewinternet.org/Reports/2013/Social-‐media-‐users/Social-‐Networking-‐Site-‐Users/Demo-‐portrait.aspx
p: hPp://www.flickr.com/photos/jnicho02/2637002496/
69. The
Funnel
Your School’s Funnel
Inquiries & Leads
Interviews / Visits
Applicants / Enrollment
Retention
Applicants / Enrollment
Friday, April 19, 13
70. Roles
Friday, April 19, 13
First step in the process: ID which role you’re marke;ng toward
40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors
schools
71. Roles
Moms
Friday, April 19, 13
First step in the process: ID which role you’re marke;ng toward
40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors
schools
72. Roles
Moms Dads
Friday, April 19, 13
First step in the process: ID which role you’re marke;ng toward
40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors
schools
73. Roles
Moms Dads Prospective Student
Friday, April 19, 13
First step in the process: ID which role you’re marke;ng toward
40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors
schools
74. Roles
Moms Dads Prospective Student Retention
Friday, April 19, 13
First step in the process: ID which role you’re marke;ng toward
40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors
schools
76. Focus
Facebook
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
77. Focus
Facebook Twitter
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
78. Focus
Facebook Twitter Wordpress
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
79. Focus
Facebook Twitter Wordpress Videos
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
80. Focus
Facebook Twitter Wordpress Videos
Pinterest
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
81. Focus
Facebook Twitter Wordpress Videos
Pinterest Instagram
Friday, April 19, 13
Second step: ID which plalorm works the best for your community?
82. The mix
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
83. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
84. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
85. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
86. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
87. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
88. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
89. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
90. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
91. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
92. The mix
What am I good at?
Friday, April 19, 13
What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
93. The mix
What does my community crave?
Friday, April 19, 13
94. The mix
What does my community crave?
Friday, April 19, 13
95. The mix
What does my community crave?
Friday, April 19, 13
96. The mix
What does my community crave?
Friday, April 19, 13
97. The mix
What does my community crave?
Friday, April 19, 13
98. Case
studies
So how are schools doing this?
Friday, April 19, 13
99. The
Funnel
Your School’s Funnel
Inquiries / Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
100. The
Funnel
Your School’s Funnel
Inquiries / Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
112. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
So many of you said yesterday that “once a student gets on campus, you believe that you can get
them into the pipeline...” So how do you get them there?
So many avenues to take: The Hun School of Princeton & Facebook ads, etc. Google+
113. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
So many of you said yesterday that “once a student gets on campus, you believe that you can get
them into the pipeline...” So how do you get them there?
So many avenues to take: The Hun School of Princeton & Facebook ads, etc. Google+
114. Visits
-
Open
Houses
-
Interviews
Friday, April 19, 13
If you do all the work with your Marke;ng & Communica;ons team to create content meaningful for the
Admissions pipeline, why not direct them there?
115. Visits
-
Open
Houses
-
Interviews
Friday, April 19, 13
Imagine if you hit a “home run” as an enrollment manager: Would your picture-‐perfect scenario generate more
than 45,000 video views, 17 pages of alumni comments, and oh, 30+ addi;onal students in your freshman class?
Seek & Find / Senior-‐led sequences / ONLY 2, 1.5 hour days / Facebook posts to page (all in video) / VIRAL (54,000+)
116. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
117. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
118. Applicants
-
Enrollment
Friday, April 19, 13
Walnut Hill School for the Arts: Amanda & Rebekka made the first "Welcome to Walnut Hill!" video
for accepted students in 2010. It was then turned over to students for the majority of produc;on for
the next two years. Amanda oversees students producing the videos now.
119. Applicants
-
Enrollment
Friday, April 19, 13
Ultra-‐specialized aPen;on (for the blue-‐chip kids?). Hans Mundhal, New Hampton School: “For
example I was working to recruit a student who is interested in media & science (two subjects I'm
involved with here) and I sent him an email with a link to this video.”
120. Applicants
-
Enrollment
Friday, April 19, 13
Facebook group to welcome them into the family. Allow for student conversation & discussion.
Group rather than a page.
Enough engaging content.
Admission office own it?
Drew Millikin, Director of Recent Graduate Relations, Groton School
121. Applicants
-
Enrollment
Friday, April 19, 13
Facebook group to welcome them into the family. Allow for student conversation & discussion.
Group rather than a page.
Enough engaging content.
Admission office own it?
Drew Millikin, Director of Recent Graduate Relations, Groton School
122. Applicants
-
Enrollment
Friday, April 19, 13
Facebook group to welcome them into the family. Allow for student conversation & discussion.
Group rather than a page.
Enough engaging content.
Admission office own it?
Drew Millikin, Director of Recent Graduate Relations, Groton School
123. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
124. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
125. Friday, April 19, 13
Social Media Audit: From a school burs;ng with pride. Burs;ng with excitement and camaraderie.
This is where you get to illustrate the ancillary pieces of life at your school. And maybe this is where
you begin to rely more on your communica;ons & marke;ng teams to help augment your efforts.
126. Retention
Friday, April 19, 13
Social Media Audit: From a school burs;ng with pride. Burs;ng with excitement and camaraderie.
This is where you get to illustrate the ancillary pieces of life at your school. And maybe this is where
you begin to rely more on your communica;ons & marke;ng teams to help augment your efforts.
127. Retention
Friday, April 19, 13
Social Media Audit: From a school burs;ng with pride. Burs;ng with excitement and camaraderie.
This is where you get to illustrate the ancillary pieces of life at your school. And maybe this is where
you begin to rely more on your communica;ons & marke;ng teams to help augment your efforts.
128. Retention
Friday, April 19, 13
Social Media Audit: From a school burs;ng with pride. Burs;ng with excitement and camaraderie.
This is where you get to illustrate the ancillary pieces of life at your school. And maybe this is where
you begin to rely more on your communica;ons & marke;ng teams to help augment your efforts.
129. Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message
at hand.
130. Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message
at hand.
131. Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message
at hand.
132. Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message
at hand.
133. Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message
at hand.
134. Friday, April 19, 13
Fessenden School. Travis Warren. Internal audience. All boys, par;al boarding school.
Can your teaching faculty help you get to a bePer place of sharing content?
135. Retention
Friday, April 19, 13
Fessenden School. Travis Warren. Internal audience. All boys, par;al boarding school.
Can your teaching faculty help you get to a bePer place of sharing content?
136. Retention
Friday, April 19, 13
Fessenden School. Travis Warren. Internal audience. All boys, par;al boarding school.
Can your teaching faculty help you get to a bePer place of sharing content?
137. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
College acceptance and reten;on lists. School vitality & health.
138. The
Funnel
Your School’s Funnel
Inquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
College acceptance and reten;on lists. School vitality & health.
139. Friday, April 19, 13
Evertrue ar;cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of
campus and school ac;vi;es. While the school’s Facebook page was used to host the contest and facilitate the
vo;ng (the shot with the most “likes” won the contest), Middlesex also promoted this on their website and ended
up with 76 submissions and 1197 “likes”/votes total.
140. Alumni
Friday, April 19, 13
Evertrue ar;cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of
campus and school ac;vi;es. While the school’s Facebook page was used to host the contest and facilitate the
vo;ng (the shot with the most “likes” won the contest), Middlesex also promoted this on their website and ended
up with 76 submissions and 1197 “likes”/votes total.
141. Alumni
Friday, April 19, 13
Evertrue ar;cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of
campus and school ac;vi;es. While the school’s Facebook page was used to host the contest and facilitate the
vo;ng (the shot with the most “likes” won the contest), Middlesex also promoted this on their website and ended
up with 76 submissions and 1197 “likes”/votes total.
142. Alumni
Friday, April 19, 13
Evertrue ar;cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of
campus and school ac;vi;es. While the school’s Facebook page was used to host the contest and facilitate the
vo;ng (the shot with the most “likes” won the contest), Middlesex also promoted this on their website and ended
up with 76 submissions and 1197 “likes”/votes total.
143. Alumni
Friday, April 19, 13
Evertrue ar;cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of
campus and school ac;vi;es. While the school’s Facebook page was used to host the contest and facilitate the
vo;ng (the shot with the most “likes” won the contest), Middlesex also promoted this on their website and ended
up with 76 submissions and 1197 “likes”/votes total.
144. Friday, April 19, 13
To illustrate where the students and seniors are heading next, Sewickley Academy illustrated their gradua;ng class
through Pinterest photos with detailed cap;ons. Click-‐through to a page on their website. Show, Don’t Tell : Also
Facebook album? Also on the blog?
145. Alumni
Friday, April 19, 13
To illustrate where the students and seniors are heading next, Sewickley Academy illustrated their gradua;ng class
through Pinterest photos with detailed cap;ons. Click-‐through to a page on their website. Show, Don’t Tell : Also
Facebook album? Also on the blog?
146. Alumni
Friday, April 19, 13
To illustrate where the students and seniors are heading next, Sewickley Academy illustrated their gradua;ng class
through Pinterest photos with detailed cap;ons. Click-‐through to a page on their website. Show, Don’t Tell : Also
Facebook album? Also on the blog?
147. Alumni
Friday, April 19, 13
To illustrate where the students and seniors are heading next, Sewickley Academy illustrated their gradua;ng class
through Pinterest photos with detailed cap;ons. Click-‐through to a page on their website. Show, Don’t Tell : Also
Facebook album? Also on the blog?
148. What IS
social
media?
HOLD ON!
So what’s the main
medium of content?
Friday, April 19, 13
149. Racing to to
Tweeting
2000 followers!
1000 fans!
Friday, April 19, 13
It’s not just about being on the social channels. It’s not just about being there and crea;ng noise; it’s about strategizing about who
you’re trying to target and why you’re trying to target them. How can you make them feel special? How can you make them feel a part
of the wonderful community that you help breed?
150. Racing to
2000 fans!
Friday, April 19, 13
It’s not just about being on the social channels. It’s not just about being there and crea;ng noise; it’s about strategizing about who
you’re trying to target and why you’re trying to target them. How can you make them feel special? How can you make them feel a part
of the wonderful community that you help breed?
151. Friday, April 19, 13
You do this by crea;ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a bePer word, “consume” your narra;ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance—not necessarily formality, but substance—events, stories, narra;ves,
happenings and achievement on campus. Show the ways students are growing and learning-‐ real and substan;ve. Engage your fans by
sharing the school experience.
152. Roles
Friday, April 19, 13
Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your
content.
153. Roles
Moms
Friday, April 19, 13
Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your
content.
154. Roles
Moms Dads
Friday, April 19, 13
Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your
content.
155. Roles
Moms Dads Prospective Student
Friday, April 19, 13
Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your
content.
156. Roles
Moms Dads Prospective Student Retention
Friday, April 19, 13
Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your
content.
157. Focus
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
158. Focus
Facebook
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
159. Focus
Facebook Twitter
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
160. Focus
Facebook Twitter Wordpress
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
161. Focus
Facebook Twitter Wordpress Videos
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
162. Focus
Facebook Twitter Wordpress Videos
Pinterest
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
163. Focus
Facebook Twitter Wordpress Videos
Pinterest Instagram
Friday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life
community.
164. Contact
Me
Madeline Riley
edSocialMedia
Community Manager
@edsocialmedia // @madelinesen
madeline@edsocialmedia.com
Friday, April 19, 13
