November 2, 2018 - NYC Marketing Seminar

1. Winning at
Social Media in
the Education
Space
Nov. 2, 2018

2. Socia Engagement is What We Do.
2.1 Million WeAreTeachers Facebook Fans
87,000 Comments, Shares, Clicks Every Day
4 million Website Visits Every Month
2018 Folio Award Winner — Best Social Community
45 Million WeAreTeachers Video Views in 2018

3. Slide Type #2:
The “Chapter Break”
Insert witty subtitle here.

4. Educators are more active on social channels than the general public and twice as likely to use
Pinterest.
Educators Are Social
Sources: Pew Research, 2018 and MDR “Teachers and Social Media” Survey, 2018

5. “We are not thinking
machines. We are
feeling machines that
think.”*
—Antonio Damasio
*This is the key to building engagement.

6. 2,000,000
300
300,000
Followers across
ten
channels
mm+ monthly
impressions
Engaged
Facebook
users daily
Here’s What We
Know Works
1. Give your audience content they want…
and your followers and engagement will
grow.
2. Engage with the influencers in your
space.
3. Facebook groups are a goldmine for
listening to your customers and creating
true community.
4. Prioritize video in your context mix.
5. Prioritize Instagram and get ready for
Snapchat.
6. Paid social: Think beyond the boost.

7. People may not remember exactly what you did,
or what you said, but they will always remember
how you made them feel.
We asked educators
“What words would you
use to describe
WeAreTeachers?”

8. #1. It’s Not About You
Too often, brands treat social media
as a one-way broadcast channel instead of
a powerful community-building tool. Focus
on what your followers care about most.
TIPS:
• Ask: How would your social media channels
change if they were for your audience,
instead of about your organization?
• Determine 5-10 categories of content your
followers are most interested in.
• Change your mix. Fewer “selfies,” more
service posts. Recommended ratio 4:1.
• Share content that is all about what they
care about, regardless of the source.

9. “Brands that use social media as a
broadcast system will end up
feeling pretty lonely.”
- Kim Garst (@kimgarst)

10. #2. Reach Out to Influencers
Use your social channels to connect with
influencers who share your audience and
start building stronger relationships now.
TIPS:
• Identify, follow and regram or retweet on
Instagram & Twitter.
• Use and follow the hashtags:
#teachersofinstagram has 3.5 million posts
#teachersfollowteachers has 2.8 million
posts
• Surprise + Delight: Send influencers special
invites and swag.
• Consider paid influencer campaigns.

11. Influencers by the Numbers…
The Rising Importance of Influencer Marketing, March 2018

12. WeAreTeachers Influencer Game

13. #3. Get Serious About
Facebook Groups
Groups are all about community and social
interaction. They allow any member to post
and start a discussion. Facebook favors group
posts over page and brand posts.
TIPS:
• Use groups to give members or subsets of
members a place to connect.
• Limit promotion in Groups.
• Choose the “Closed Group” option and use
qualifying questions to maintain a healthy
group culture.
• Use groups as a listening tool and a
testing ground.

14. Groups Are on the Rise

15. Our Groups

16. #4. Add Video to Your Channels
Facebook optimizes video in users’ Newsfeeds,
and your followers love the video medium.
Twitter, Instagram, and of course, YouTube,
allow you to ramp up views but also create an
emotional connection.
TIPS:
• Make video a part of content planning from the
beginning.
• For social video, keep it short and simple.
• Try easy slide-share style videos to take advantage
of the photos you have.
• If you’re not using Facebook Live, it’s time to start.
• Try user-submitted video.

17. Video is King
“By 2019, video content will be the driving factor
behind 85% of search traffic in the US.”

18. Growth Through Video
https://www.facebook.com/WeAreTeachers/videos/10155958886813708/

19. #5. Prioritize Instagram and
Prepare for Snapchat
Instagram stories are a game changer this
year with the ability to add a link…once you
hit that 10K follower level. To get there…
TIPS:
• Not using hashtags? The optimum number of
hashtags is 11.
• Engage with your community on a micro level (a
like or comment from you when tagged goes a
long way!)
• Engage on a macro level with influencers, video
and contents.
• Don’t even think about buying followers.

20. Embracing Instagram

21. Instagram is Hot … and Snapchat is Growing

22. #6. Ad Spending Beyond
the Boost
Building organic and relationships with
influencers should be first priority. Ad
spending is not a substitute.
TIPS:
• Prioritize growing organic to get more out of your
social ad spending.
• Try Instagram ads—the reach has not declined,
Pinterest ads.
• Try multiple creatives and wait before putting money
ads behind it.
• Retarget ads off of content and video.

23. Finally, Six Rules We Live and Post By:
1.Talk like a person. No jargon. No passive voice. Never say “rigor.”
2.Optimize every post. Make the most of every element—image, description,
comment, hashtags.
3.Use real photos whenever you can. Don’t use the same sad
classroom stock photos you see all the time.
4.Remember The 3 E’s. People can’t resist content that is emotional,
educational, or entertaining.
5.Think Video first. Content is more than blogs and articles.
6.We’re not the stars of the show. Educators and kids are the
headliners.

26. Dana Truby
Chief Creative Officer,
MDR
trubyd@dnb.com
Thank You