creating conversation (a social media presentation by the image group: chespra, 2009)

CREATING CONVERSATIONTHE IMAGE GROUP / HOLLAND MI

LAYNE FULLER - ACCOUNT MANAGERPAUL HART - WEB CREATIVE DIRECTOR

MATT SCHLIENTZ - PARTNER

INTRODUCTIONS

MATT SCHLIENTZ

@mattschlientz facebook.com/mattschlientzmattschlientz.com

PAUL HART

delicious.com/pablohart

(screenshot) (screenshot)

flickr.com/hartville@pablohart

LAYNE FULLER

tumblr.com/laynefuller@laynefuller linkedin.com/laynefuller

www.imagegroup.com

(screenshot) (screenshot)

@imagegroup

imagegroup.com/blog flickr.com/imagegroup vimeo.com/imagegroup

THE IMAGE GROUP

AGENDA

1. Marketing and branding2. Understanding your audience3. Social media for marketing and branding4. Creating a social media strategy

Advanced Placement

Charter Schools

Dual Enrollment

Home Schooling

Inter-district Schools of Choice

Magnet Programs

No Child Left Behind

K-12 EDU MARKETPLACE

Private Scholarships

Private Schools

Tuition Tax Credit

Virtual Learning

Voucher Programs

Teachers

Tax Dollars

K-12 EDU MARKETPLACE

CLUTTER & NOISE

MARKETING MESSAGES/YEAR

1,000,000

MARKETING MESSAGES/DAY

MARKETING MESSAGES AT THE SUPERMARKET

10,000

TV COMMERCIALS PER YEAR

20,000

NEWSPAPER ADS PER ISSUE

EXPLOSION OF CHOICES Consumers are now overloaded with options.

1970 Today

Magazines 300 800

New Book Titles 40,000 80,000

T.V. Channels 3 118.6*

Radio Stations 7,000 16,000

New Movies 260 450

Different Types of Running Shoes

Internet Users and Websites 01 billion internet users 162 million websites

...........................................................................................

..........................................................................................

...........................................................................................

..........................................................................................

...........................................................................................

..........................................................................................

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3,000 PER DAY

your ad is here

3,000 PER DAY

your ad is here

CLUTTER & NOISE

Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency Frequency

IDEAS ACCEPTED AFTER 6X

FORGET AFTER A DAY

FORGET AFTER 7 DAYS

POWER OF REPETITIONMax Sutherland & Alice K. Sylvester, Advertising and the Mind of the Consumer, (Allen & Unwin, 2000) pages 6-9

1926 BRAND LEADERS

www.secondwindonline.com

BRAND LEADERS

Source: Anthony P. Mikes and Second Wind Ltd.

SOFT DRINK

CANNED FRUIT

APPLIANCES

CRACKERS

CHEWING GUM

www.secondwindonline.com

2008 BRAND LEADERS

BRAND LEADERS

Source: Anthony P. Mikes and Second Wind Ltd.

SOFT DRINK

CANNED FRUIT

APPLIANCES

CRACKERS

CHEWING GUM

NEW JOB TITLE

• Senior Vice President of Marketing

• Brand Manager

• Cultural Anthropologist

• Customer Advocate

• Change Agent

• Director of Listening

• Conversation Facilitation Officer

SURVIVAL

• How are you going to be heard?

• How are you going to get noticed?

• How are you going to stay ahead of your competition?

• How are you going to grow in mindshare and market share?

SURVIVAL

• Prepare a plan

• Listen to your customers

• Respond in calculated and progressive ways

• Show up and go on offense with your game plan

• Enjoy the journey

MARKETING BACKGROUND

Conduct Business Review1

Identify Challenges & Opportunities2

MARKETING PLAN

Establish Objectives3

Determine Target Markets & Marketing Objectives4

Set Plan Strategies – Positioning & Marketing5

Analyze Communication Goals 6

Define Tactical Marketing Mix Tools7

Create Marketing Plan Budget & Calendar8

MARKETING EXECUTION Execute9

MARKETING EVALUATION Evaluate10

10-STEP MARKETING PLANRoman G. Hiebing JR, Scott W. Cooper, The One-Day Marketing Plan, (NTC Business Books, 1992)

“THINK BIG,STAY FOCUSED,

NEVER, NEVER QUIT”

MARKETING DEFINITION

AGENDA

THE GEN-X PARENT

— NEIL HOWE & WILLIAM STRAUSS

“OVER THE PAST DECADE, GEN-XERS HAVE BEEN TAKING OVER FROM BOOMERS AS THE MAJORITY OF K-12 PARENTS.

GEN-X PARENTS AND BOOMER PARENTS BELONG TO TWO NEIGHBORING GENERATIONS, EACH POSSESSING THEIR OWN LOCATION IN HISTORY AND THEIR OWN PEER PERSONALITY.

Millennials & K-12 Schools: Educational Strategies for a New Generation

THEY’RE NOT BOOMERS

• Personally attached, protective and directive of their children.

• Oriented toward their kids when voting and volunteering.

• Less trusting of educators and less idealistic about education.

• Sensitive to prices and more insistent on choice.

• Less patient and respectful as problem solvers.

HELICOPTER MOM

ABC News, 20/20, August 2009http://www.youtube.com/watch?v=n-hz9juzdTM

ACTION STEPS

1. Assume no trust.

2. Stress accountability and contribution.

3. Offer data, standards, transparency, and ROI.

4. Offer real-time service.

5. Enable parent choice.

6. Prepare for the modular “opt-out” consumer.

— NEIL HOWE & WILLIAM STRAUSS

“IN THIS ERA OF ACCOUNTABILITY, K-12 LEADERS NEED TO FACE UP TO THE RISING TIDE OF GEN-X PARENTS.

SCHOOLS THAT FIGURE IT OUT, COLLECT THE RIGHT DATA, AND MARKET THEMSELVES INTELLIGENTLY TO THIS NEW GENERATION OF PARENTS WILL BE ABLE TO BRAND THEMSELVES FOR SUCCESS IN THE DECADES AHEAD.”

“Millennials”

HONOR THY AUDIENCE

IT’S NOT ABOUT YOU.

Friend

Online

Pass It On

COMMUNICATION CYCLE

—KATHY SIERRAGAME DEVELOPER AND AUTHOR

DON’T ASK HOW YOU CAN GET MORE TRAFFIC

WORRY ABOUT HOW TO MAKE THE USER EXPERIENCE GOOD.

“Delightful!”

Provider

You User

Consumer

What are you serving up?

Attract Inform Invoke

“Delightful!”

Brochure

WEB 1.0

“Brochure-ware”

NewsNews

Googlehttp://www.sitename.com/

Page Title

About Us | Academics | Admissions | Schools | Athletics

Registration Day August 20, 2009

Lorem Ipsum >

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laoreet dolore magna

aliquam erat volutpat.

Home | News | Employment | Contact Us

Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >

Dolor Sit Amet >

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I Want To...

Visit a school

Explore academics

Learn about scholarships

Find a teacher

Sign up for classes

WEB 2.0

NewsNews

Googlehttp://www.sitename.com/

Page Title

About Us | Academics | Admissions | Schools | Athletics

Registration Day August 20, 2009

Lorem Ipsum >

consectetuer adipiscing elit, sed

diam nonummy.

Lorem ipsum dolor sit,

consectetuer adipiscing

elit, sed diam nonummy

nibh euismod tincidunt ut

laoreet dolore magna

aliquam erat volutpat.

Home | News | Employment | Contact Us

Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More >

Dolor Sit Amet >

consectetuer adipiscing elit

adipiscing elit, sed diam

nonummy.

Consectetuer Elit >

consectetuer adipiscing elit,

sed diam consectetuer

adipiscing elit nonummy.

Lorem Ipsum Dolor Sit

Lorem ipsum dolor sit amet,

consectetuer adipiscing elit, sed diam

nonummy nibh euismod tincidunt ut

laoreet dolore magna aliquam.

I Want To...

Visit a school

Explore academics

Learn about scholarships

Find a teacher

Sign up for classes

AGENDA

LET’S TALK SOCIAL MEDIA

Your experiences with social mediaWhy you should care about social media

Tools and best practices

SURVEY RESULTS

and the surveysays...

Ning Blog Twitter Flickr YouTube LinkedIn Facebook

CHESPRA SOCIAL MEDIA EXPERIENCE

Never I think I've signed upMonthly Use it weeklyUse it daily

CHESPRA Survey, ©TheImageGroup, November 2009

47% USE FACEBOOK DAILYCHESPRA Survey, ©TheImageGroup, November 2009

53% NEVER USE TWITTERCHESPRA Survey, ©TheImageGroup, November 2009

93% NEVER USE NINGCHESPRA Survey, ©TheImageGroup, November 2009

67% NEVER USE A BLOGCHESPRA Survey, ©TheImageGroup, November 2009

TIME SPENT ON SOCIAL MEDIA

None A few hours a month2-5 hours a week At least an hour a dayI never log off!

CHESPRA Survey, ©TheImageGroup, November 2009

SOCIAL MEDIA

CONCERNS

EXPERIENCE: THAT MOST BRUTAL OF

TEACHERS.

—C.S. LEWIS

BUT YOU LEARN, MY GOD DO YOU LEARN.

Conversation Prism, Solis 2008

Niche NetworksCrowd-sourcing

Wikis BloggingPodcasting

Video Social NetworkingMusic PicturesLifestreams

EventsSocial Bookmarks

http://twittown.com/

SUCCESS5 WORST EXCUSES

I don’t have anything to say.

I can’t say anything meaningful in 140 characters.

I don’t have time.

I’m not interested in hearing about what people are eating for breakfast.

It’s a waste of time.

THE SOCIAL REVOLUTION

THE BOTTOM LINE

It is not a fad.

(and it is not new either.)

ADDRESSED TO: MISS ROBERTS, THE GARDENS, EXETER HALL, PRESTON, LANCS

“I HAVE RETURNED HERE SAFE, WILL WRITE YOU TOMORROW.

TED WALKED WITH ME TO FLINT THIS MORNING, HE IS STAYING HOME

ANOTHER WEEK.

I SUPPOSE YOU GOT P.C. THIS MORN.”—WILL

http://www.mmu.ac.uk/news/news-items/news-detail.php?id=1119

WHY CARE?

People are already talking about you.

Are you listening?

THE AVERAGE AGE OF A TWITTER USER

31Pew Internet & American Life Project, December 2008

FACEBOOK’S FASTEST GROWING POPULATION.

50+Pew Internet & American Life Project, December 2008

AGE RANGE OF THOSE “MOST INFLUENCED” BY SOCIAL MEDIA.

INCOME RANGE OF THOSE “MOST INFLUENCED” BY SOCIAL MEDIA.

ADULTS WITH ‘SOME COLLEGE’ EDUCATION.

Pew Internet & American Life Project, December 2008

AGES OF THOSE MOST LIKELY TO READ AND WRITE BLOGS

Pew Internet & American Life Project, Generations Online January, 2008

TEENS WHO TALK VIA SOCIAL NETWORKS WITH FRIENDS

Pew Internet & American Life Project, Teens and Technology, January, 2007

GenBuy, 2009

GEN Y WILL CONTINUE TO TURN TRADITIONAL SALES AND MARKETING

UPSIDE DOWN.

TWITTER RSSNING FACEBOOK FLICKR

FACEBOOK

BAYLOR SCHOOLChattanooga, TN

BAYLOR SCHOOL• 1,247 fans• 40% females

ages 35-44• 10-20 minutes/day

mStoner Blog, October 28, 2009

—BARBARA KENNEDYASSOCIATE VP FOR EXTERNAL AFFAIRS

“I’M A 25-YEAR PR VETERAN AND I KNEW I HAD TO ADJUST TO THESE

CHANGES MYSELF.

AND I KNOW OUR AUDIENCES EXPECT US TO COMMUNICATE THIS WAY.”

Medical School

Wanted to create community of first year students before the fall semester.

THE PROBLEM

Created Facebook groups for new students.

THE SOLUTION

100% participation

THE RESULTS

TWITTER

BEAVER COUNTRY DAY SCHOOLBrookline, MA

—JAN DEVEREUXBCDS DIRECTOR OF COMMUNICATIONS

“THE [SOCIAL MEDIA] PURPOSE IS TWO-FOLD:

TO PROMOTE CONNECTIONS WITH AND AMONG MEMBERS OF THE COMMUNITY (HOPEFULLY RESULTING IN INCREASE FINANCIAL SUPPORT AND SCHOOLS SPIRIT) AND TO ENHANCE OUR BRAND IMAGE.”

• 283 followers

• Posts✓ Events✓ Interesting general

education info✓ Student work

@BCDSCHOOL

The Boston Globe, 5 November 2009http://www.boston.com/ae/books/blog/2009/11/school_lures_au.html

—MATT CLOBRIDGE, BCDS COMMUNICATIONS AND TWITTER/FACEBOOK MANAGER

“PEOPLE HAVE BEEN RESPECTFUL AND HAVEN’T [MADE SNIDE WALL POSTS OR NEGATIVE

BLOG COMMENTS]”

NORTH VANCOUVER SCHOOL DISTRICT

North Vancouver, BC

@NVSD44• 174 followers

• Using lists to show approved NVSD people on Twitter

UNIVERSITY OF MINNESOTACarlson MBA program

Needed to make direct contact with potential students

THE PROBLEM

Twitter account @carlsonMBA to answer questions and engage with potential students in real-time.

THE SOLUTION

Increase in Applications

THE RESULTS

SUNYNew Paltz campus

Created private online community: Cafe New Paltz.

THE SOLUTION

Increased “highest selectivity” deposits from 30% to 37%

THE RESULTS

Wanted to increase the academic quality of incoming class.

THE PROBLEM

NORTHFIELD MOUNT HERMONMount Hermon, MA

• 674,470 views• 2,500 views daily• Posts✓ Events✓ Athletics✓ Student work✓ Classroom/campus

Etc...

NMHPHOTOS

www.flickr.com/photos/nmhphotos/

—HEATHER SULLIVANDIRECTOR OF COMMUNICATIONS AND MARKETING

“I CAN’T IMAGE US BEING ABLE TO PULL THIS OFF IF WE HADN’T STARTED WITH A DYNAMIC TEAM OF PEOPLE WHO WERE (AND STILL ARE) ALREADY INTERESTED IN SOCIAL MEDIA.

INVEST IN THINKING AND TEAMWORK UP FRONT ABOUT WHAT YOU ARE GOING TO DO.”

POUDRE SCHOOL DISTRICT

• 302 photos• Student work

LANSING SCHOOL DISTRICT

• 2,653 photos• Categories: ✓ Class✓ Activities✓ Athletics

EVERGREEN SCHOOL DISTRICTSan Jose, CA

• 306 views• Started: Feb 09• Videos✓ Student work✓ Events✓ Principal profiles

YOUTUBE CHANNEL

Oil City, PA

YOUTUBE CHANNEL• 7,975 views• Videos✓ Homecoming✓ Student filmmakers✓ Band/theatre

Etc...

FRESNO UNIFIED SCHOOL DISTRICT

• 3 videos • July, 2009• Videos✓ Events✓ Press conferences

http://vimeo.com/channels/ten

TIMBERLANE REGIONAL SCHOOL DISTRICT

• July, 2009• 41 videos• Videos✓ Meetings✓ Mentoring highlights

http://vimeo.com/channels/53923

BLOGGING

WORCESTER ACADEMYWorcester, MA

WORCHESTER ACADEMY• Writing class blog• 2,000 visits/month• Engagement✓ Students ✓ Staff✓ Parents✓ Alumni

—ANTONIO VIVA, ASSOCIATE HEAD OF SCHOOL AT WORCESTER ACADEMY

“I’VE HAD PARENTS SAY THEY ARE AMAZED THAT

THEIR STUDENT IS SO FUNNY AND ARTICULATE”

West Ottawa Public Schools

GROUP BRAINSTORM

WOPS has perception issues resulting from inconsistent messaging among schools within district.

THE PROBLEM

Create a strong academic impression among new parents by promoting the new IB program.

THE SOLUTION

GROUP BRAINSTORM

• Using your assigned social media tool, create a campaign for WOPS

• 8 minutes to brainstorm

• Choose a spokesperson

GROUP BRAINSTORM

AGENDA

SOCIAL MEDIA STEPS

1. LISTEN TO WHAT PEOPLE ARE SAYING

2. LEARN ABOUT YOUR AUDIENCE

3. DEFINE OBJECTIVES

4. CREATE A PLAN

5. ENGAGE IN CONVERSATIONS

6. REPEAT

SOCIAL NETWORKING STRATEGY

SOCIAL NETWORKING CONTENT, TOOLS & AUTHORS

ADMISSIONS ON-THE-ROAD

CAREERS/INTERNSHIPS TIPS

STUDENT LIFE

ADMISSIONS/FIN AID

ATHLETICS

“OVERHEARD”

ALUMNI HAPPENINGS

EVENTS AT WMU

AUTHORDESCRIPTIONTOPIC GOAL

THE 7 COLLEGES

Topics Authors Goals Tools

SOCIAL MEDIA STRATEGY

SOCIAL MEDIA TEAM

Producer Writer Designer Acquirer

CREATE RULES

• Guidelines

• Standards

• Parent permission

GUIDELINES

• How to post

• How to respond

• Course use of social networking

• Behavior (personal and professional)

• Privacy and public information

• Review and privileges

SAMPLE GUIDELINES

http://www.intel.com/sites/sitewide/en_US/social-media.htm

http://brandresources.depaul.edu/vendor_guidelines/g_socialmedia.aspx

http://www.gvsu.edu/socialmediaguidelines.htm

http://socialmediaguidelines.pbworks.com/

http://mashable.com/2009/06/02/social-media-policy-musts/

ENGAGE

Writing for the WebCreating Conversation Tips

Thoughts on Control

WRITE FOR THE WEB

SOCIAL IS A CONVERSATION

INSTEAD OF ASKING WHAT ARE WE TRYING TO COMMUNICATE?

WHICH IMPLIES A ONE-WAY CONVERSATION...

ASK HOW CAN WE FACILITATE?

—DAVID ARMANO

BELIEVE A ‘PERSON LIKE THEMSELVES”

60%Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit

CREATE CONVERSATION

• Be transparent

• Be accurate

• Be respectful

• Be coordinated

• Be thoughtful

• Be of value

• Link, link, link...

BEFORE YOU WRITE

• Is this post helpful?

• Does it get my audience involved?

• Does it encourage a response?

• Does this post help to humanize my district?

• Is this post worth passing on?

“How to Engage Social Media Moms”, 2009Edelman, 2009: Social Pulpit - Barack Obamas Social Media Toolkit

CONTROL VS.

INFLUENCEVS.

PARTICIPATE

LESS RISK

MORE RISK

CONTROL VS.

INFLUENCEVS.

PARTICIPATE

TRADITIONALMEDIA

SOCIAL MEDIA

CITY OF ZEELANDZeeland, MI

FEEL THE ZEEL

FEEL THE ZEEL IS STUPID

A COMPARISON

• 705 fans

• 18 “fan” comments over the last 18 days

• 149 members

• 14 total comments since 4/10/08

—INTEL

“INTEL STRIVES FOR A BALANCED ONLINE DIALOGUE.

WHEN WE DO MODERATE CONTENT, WE MODERATE USING THREE GUIDING

PRINCIPLES: THE GOOD, THE BAD, BUT NOT THE UGLY.”

— INTEL

“...IF THE CONTENT IS POSITIVE OR NEGATIVE AND IN CONTEXT TO THE CONVERSATION, THEN WE APPROVE

THE CONTENT, REGARDLESS OF WHETHER IT'S FAVORABLE OR

UNFAVORABLE TO INTEL.

HOWEVER IF THE CONTENT IS UGLY, OFFENSIVE, DENIGRATING AND COMPLETELY OUT OF CONTEXT,

THEN WE REJECT THE CONTENT.”

http://www.intel.com/sites/sitewide/en_US/social-media.htm

“WE HAVEN’T HAD ANY PROBLEMS WITH INAPPROPRIATE MESSAGING,

WHICH WAS THE BIG CONCERN MOST PEOPLE HAD WHEN

SOCIAL MEDIA FIRST EMERGED....

“...IF YOU HAVE COURAGE AND YOU’RE BEING YOURSELF,

YOU SHOULD BE WILLING TO SHARE THE VOICE OF THE OPPOSITION...

NEGATIVE COMMENTS CAN FOSTER A DIALOGUE OR CREATE A LEVEL

OF ENGAGEMENT.”

SM STRATEGY

1. LISTEN TO WHAT PEOPLE ARE SAYING

2. LEARN ABOUT YOUR AUDIENCE

3. DEFINE OBJECTIVES

4. CREATE A PLAN

5. ENGAGE IN CONVERSATIONS

6. REPEAT

SNL: PENELOPE IN THERAPY

http://www.hulu.com/watch/52192/saturday-night-live-penelope---therapy

QUESTIONS?

THANK YOUTHE IMAGE GROUP / HOLLAND MI

@imagegroup / imagegroup.com 616.393.9588

SUCCESSRESOURCES

creating conversation (a social media presentation by the image group: chespra, 2009)

day marketing plan

marketing messagesyear

marketing messagesday

marketing definition

step marketing planroman

tactical marketing mix

social media strategy

game plan

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