2013 isanne admissions
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Fueling the funnel: Using social media to augment inquiries, enrollment, & retention
@madelinesenedSocialMedia
Friday, April 19, 13
ME!
Friday, April 19, 13
ME!
Friday, April 19, 13
Who am I?
ME!
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
Who am I?
ME!
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
ESM
Friday, April 19, 13
ESM
Friday, April 19, 13
Who are we?
ESM
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
Who are we?
ESM
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
The Summit
1
2
Friday, April 19, 13Pinnacle: 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.
The Summit
1
2
Friday, April 19, 13Pinnacle: 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.
The Summit
1
2
Friday, April 19, 13Pinnacle: 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.
1Visual Web
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.
1Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
1
Visual Web
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.
Targeted Content
YouTube
Tumblr
0% 18% 35% 53% 70%
5%
6%
6%
10%
21%
21%
2%
2%
2%
3%
8%
8%
3%
3%
3%
4%
9%
14%
2%
2%
3%
4%
5%
10%
2%
2%
4%
4%
7%
11%
Multiple times a day Once a day Once a week Once a month Every once in a while
2
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.
Targeted Content
YouTube
Tumblr
0% 18% 35% 53% 70%
5%
6%
6%
10%
21%
21%
2%
2%
2%
3%
8%
8%
3%
3%
3%
4%
9%
14%
2%
2%
3%
4%
5%
10%
2%
2%
4%
4%
7%
11%
Multiple times a day Once a day Once a week Once a month Every once in a while
2
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.
STOP
HOLD ON!
What IS social
media?
Friday, April 19, 13
STOP
HOLD ON!
What IS social
media?
Friday, April 19, 13
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.
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.
Inbound Marketing
wikipediaFriday, 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?
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"”
wikipediaFriday, 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?
Social
Friday, April 19, 13
What’s the dirty liPle secret to social media? When is it ;me well spent?
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?
Friday, April 19, 13You 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.
Friday, April 19, 13You 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.
Content
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Engaging Facebook posts.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Engaging Facebook posts.
Slices of life in the classroom.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Engaging Facebook posts.
Slices of life in the classroom.
A peak behind the curtain.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Content
Create content that people actually want to see.
Engaging Facebook posts.
Slices of life in the classroom.
A peak behind the curtain.
Stories behind the school.
Friday, April 19, 13Very specific content, target content that specific demographics want to interact with... want to engage with because it is craJed just for them.
Your School
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Pheed
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Pheed
Tumblr
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Pheed
Tumblr
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Your School
The Sweet Spot
Blogging
Snapchat
Google+
Pheed
Tumblr
Vine
Friday, April 19, 13
Brandon Croke’s Snapchat strategy
Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
Friday, April 19, 13hPp://www.flickr.com/photos/scoPliddle/103915169/lightbox/hPp://www.flickr.com/photos/javiercorbo/8066566829/sizes/o/in/photostream/
Friday, April 19, 13Instead 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/
Friday, April 19, 13Instead 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/
Friday, April 19, 13Instead 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/
Friday, April 19, 13Instead 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/
The Funnel
Friday, April 19, 13
The Funnel
Your School’s FunnelInquiries & Leads Interviews / Visits
Applicants / Enrollment
Retention
Applicants / Enrollment
Friday, April 19, 13
Roles
Friday, April 19, 13First step in the process: ID which role you’re marke;ng toward40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors schools
Roles
Moms
Friday, April 19, 13First step in the process: ID which role you’re marke;ng toward40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors schools
Roles
Moms Dads
Friday, April 19, 13First step in the process: ID which role you’re marke;ng toward40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors schools
Roles
Moms Dads Prospective Student
Friday, April 19, 13First step in the process: ID which role you’re marke;ng toward40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors schools
Roles
Moms Dads Prospective Student Retention
Friday, April 19, 13First step in the process: ID which role you’re marke;ng toward40% of schools aren't marke;ng their schools effec;vely and or large part are having trouble showcasing their USP re: compe;tors schools
Focus
Friday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
Friday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
TwitterFacebook
Friday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
TwitterFacebook Wordpress
Friday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
TwitterFacebook VideosWordpress
Friday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
TwitterFacebook VideosWordpress
PinterestFriday, April 19, 13Second step: ID which plalorm works the best for your community?
Focus
TwitterFacebook VideosWordpress
Pinterest InstagramFriday, April 19, 13Second step: ID which plalorm works the best for your community?
The mix
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What am I good at?
Friday, April 19, 13What assets do I have on my team? What style of content works well with my community? Who do I have on my team?
The mix
What does my community crave?
Friday, April 19, 13
The mix
What does my community crave?
Friday, April 19, 13
The mix
What does my community crave?
Friday, April 19, 13
The mix
What does my community crave?
Friday, April 19, 13
The mix
What does my community crave?
Friday, April 19, 13
So how are schools doing this?
Case studies
Friday, April 19, 13
The Funnel
Your School’s Funnel
Inquiries / Leads Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
The Funnel
Your School’s Funnel
Inquiries / Leads Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
Friday, April 19, 13
Inquiries & Leads
Friday, April 19, 13
Inquiries & Leads
Friday, April 19, 13
Friday, April 19, 13
Sewickley & Gould Academy
Inquiries & Leads
Friday, April 19, 13
Sewickley & Gould Academy
Inquiries & Leads
Friday, April 19, 13
Sewickley & Gould Academy
Friday, April 19, 13
The Derryfield School
Inquiries & Leads
Friday, April 19, 13
The Derryfield School
Inquiries & Leads
Friday, April 19, 13
The Derryfield School
Friday, April 19, 13
Inquiries & Leads
Friday, April 19, 13
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / InterviewsApplicants / 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+
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / InterviewsApplicants / 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+
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?
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+)
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / EnrollmentRetention
Alumni
Friday, April 19, 13
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / EnrollmentRetention
Alumni
Friday, April 19, 13
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.
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.”
Applicants -
Enrollment
Friday, April 19, 13Facebook 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
Applicants -
Enrollment
Friday, April 19, 13Facebook 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
Applicants -
Enrollment
Friday, April 19, 13Facebook 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
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
RetentionAlumni
Friday, April 19, 13
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
RetentionAlumni
Friday, April 19, 13
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.
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.
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.
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.
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message at hand.
Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message at hand.
Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message at hand.
Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message at hand.
Retention
Friday, April 19, 13
Administrator on your Facebook page. This is why you should be. You can contribute to the message at hand.
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?
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?
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?
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
College acceptance and reten;on lists. School vitality & health.
The Funnel
Your School’s FunnelInquiries & Leads
Visits / Open Houses / Interviews
Applicants / Enrollment
Retention
Alumni
Friday, April 19, 13
College acceptance and reten;on lists. School vitality & health.
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.
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.
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.
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.
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.
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?
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?
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?
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?
HOLD ON!
What IS social
media?
So what’s the main medium of content?
Friday, April 19, 13
Racing to 2000 fans!Tweeting to1000 followers!
Friday, April 19, 13It’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?
Racing to 2000 fans!
Friday, April 19, 13It’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?
Friday, April 19, 13You 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.
Roles
Friday, April 19, 13Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your content.
Roles
Moms
Friday, April 19, 13Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your content.
Roles
Moms Dads
Friday, April 19, 13Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your content.
Roles
Moms Dads Prospective Student
Friday, April 19, 13Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your content.
Roles
Moms Dads Prospective Student Retention
Friday, April 19, 13Constantly analyzing the data that you’ve been tracking. Constantly looking at how and who is interac;ng with your content.
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.
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.
Focus
TwitterFacebook
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.
Focus
TwitterFacebook 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.
Focus
TwitterFacebook VideosWordpress
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.
Focus
TwitterFacebook VideosWordpress
PinterestFriday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life community.
Focus
TwitterFacebook VideosWordpress
Pinterest InstagramFriday, April 19, 13
And then finding that perfect marriage of what works in your online community and what works in your real life community.
Madeline RileyedSocialMedia
Community Manager@edsocialmedia // @madelinesen
madeline@edsocialmedia.com
Contact Me
Friday, April 19, 13
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