In this edSocialMedia webinar, learn from Cassie Dull (@cassdull), an online communications specialist at Park Tudor School, how to efficiently manage your organization’s website, social media strategy, blogs, videos, photos, SEO and more.
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How to manage your social media presence: Online marketing 40 hours a week
1.
40 Hours a Week
Online Marketing in 1 Hour a Week
How to Better Manage Your Time and Resources in Online
Marketing and Social Media
Cassie Dull
Park Tudor School
@cassdull
#edsocialmedia
2. When you break down all the
fluff, there are two ways to promote and
market your business: dumber, slower
and expensive – or smarter, faster, and
cheaper.
David Siteman Garland
Host of the Rise to the Top
3. Is this possible?
Internet Marketing in 90 Minutes a Week
18 Minutes a Day to Social Media Time
Management
The 1 Hour a Week Social Media Plan
From 24/7 to 9-5
5. College Decision Impact Survey
93% of HS seniors use Facebook, Twitter or YouTube a
couple times per week or more
58% of students view Facebook at least several times a
day
22% said a university’s social media presence made
them more interested in applying
57% watched YouTube video created by school
51% read student blog on school website
53% read posts about school on social media
January 2011 Maguire Associates & Fastweb College Decision Impact Survey
7. CASE Social Media Survey
To learn how institutions are using, managing and
measuring social media
Most institutions have centralized office responsible for
SM
No. 1 barrier to success: Lack of staffing and resources
Plan to expand SM, but no plan to hire staff
Want more resources, but don’t want to give up control
8. Online Marketing
Your Time Is Valuable – Don’t
Waste It!
Prioritize What’s Important
Work Smarter With Tools
9. Don’t Waste Your Time
90-9-1 Rule for Audience
Engagement
90% lurkers
9% intermittent
contributors
1% heavy contributors
90% of your communication
should be geared toward
engaging that 10% of your
audience who contributes
10. Don’t Waste Your Time
Get others to share your stories for you
Media students, Student newspaper
Teachers with digital cameras
Parents reporting sports scores on Twitter
13. Prioritize What’s Important
Fits with Your Goals
Communications Goals
Department Goals
School/College/University Overall Goals
14. Prioritize What’s Important
Use Website Analytics
Hard evidence to back up whether something is
worth sinking your time and money into
Use Social Analytics
Facebook Insights
YouTube Insights
15. Tools to Work Smarter
Automation
Social Monitoring
Analytics
And More!
29. Summary
Don’t waste your time on lurkers
Save time by getting others to do your work
Save money by doing things yourself
Don’t pursue projects that don’t fit with your goals
Use analytics to decide what’s worthwhile
Use tools to work smarter
30. Questions?
Cassie Dull
Park Tudor School
cdull@parktudor.org
(317) 415-2816
@cassdull
RethinkEdComm.com
Hinweis der Redaktion
Does your job look like this? How many hats do you wear each week?
No surprise on the first two stats. But here’s the numbers that mean something to us as online marketers: (next 4 stats). Evidence that social media plays a role in college decisions. Increasing importance of video, especially on YouTube. Importance of student blogs as valuable content for your audience.This right here tells us that social media is a valuable investment for colleges and universities. Students see it as important to their college decisions, and so colleges need to take online marketing seriously.
Institutions’ use of social media. Many institutions are using multiple social media, which strains time and resources even further.
PTTV original video created and produced by students: http://vimeo.com/28910135. Students are an excellent (and often free) resource for creating great content.
Park Tudor website redesign 2011: The project began by using a class of English students to gather their ideas for the website (free market research). We then talked to our web company and told them we had basically no budget to do a website redesign, but we wanted to do one anyway. We figured out what we needed and what we could afford, and then found alternative ways to accomplish what we couldn’t afford, such as using prettyPhotojavascript to get a lightbox video and slideshow player for free. We ended up spending 1/5 of the cost of a typical independent school redesign, and yet we received the most positive feedback from any redesign we’ve done.