social media and digital marketing for schools

Social Media & Education

@ChrisRawlinson

Digital Advertising

Education in the year 2000, as imagined in 1910 by French postcard artist Villemard. Image: National Library of France

What Happened ?

Mass Media

InformationEconomy

Attention Economy

Online Media Mix

Source: 2009 HMI Report, Global Information Industry Center, University of California, San Diego, Bohn, Short

1980: 7.4 Hours / Day

2008: 11,8 Hours/Day

9.57 zettabytes of data

Reading is up!

Web Capacity

• There are over 10million Internet users in South Africa now

• Total of approx 8.5 million South Africans access the Internet on their cell phones

• Approx. 25% growth internet users year on year in SA

• 45% female - 55% Male user base

• Ages 15 -24 represent approx. 10% of users

Social Media

Online Media Mix

• 9.34m active users in SA• 52% male / 48% Female• Age10-25 = 52% user

base• 13% of users spend

Moola• 50m global subscribers

Approx 8m SA users Approx 6.8m access via

Mobile 49% male / 51% Female 69% use daily 170 ave friends 6h30m ave browse

time/month Age13-22 = 24% user

base (the bulk are aged 22-30)

“Twitter is not a technology. It’s a conversation. And it’s happening with or without you.”

@charleneli

• 2.43m SA users• 15.4m tweets per Month• Most active 9am -10am• Most active on Mondays• 52% Male 47%Female

Alexa top sites in SA1. Google.co.za

2. Facebook

3. Google.com

4. YouTube

5. BidorBuy

6. Yahoo

7. Gumtree

8. LinkedIn

9. Wikipedia

10.News24

So What Now?

"Big breakthroughs happen when what is suddenly possible meets what is desperately necessary" Thomas Friedman, New York Times 2012

The Flipped Classroom

The Flip:

Content at home < > Problem sets in Class

On-Demand: Pause and Repeat

Progress Reports are Immediate

GamificationBecause games are fun, and are a great way to learn.

What you can’t measure, you can’t manage.- Peter Drucker

Set Goals and Measure

Flow•Clear set of goals•Clear set of Rules•Challenge matched to skill or confidence•Clear and Immediate Feedback

Case Study: Nike

Nike "Connecting used to be, 'Here's some product, and here's some advertising. We hope you like it. ’Connecting today is a dialogue.“

Nike CEO, Mark Parker

Case Study: Nike

• Teaching administration is taking up almost as much time as the teaching itself.

• Teachers are looking for ways to be more productive.

• So they’re adopting apps like ClassDojo and Socrative to be more productive.

• Mostly without the permission or go-ahead of their school or regional education boards... Due to the free starter version of these tools

Schools Social Media Advice1. Monitor the conversations happening2. Do have an updated Twitter / website / Facebook

page 3. Make your websites social.4. Try and create shareable and open school resources

online.5. Respond to conversations as often as possible.6. Create a social media school policy (Staff/Students)7. If creating a network use existing tools / software.8. If running social media empower the person, or

make sure they are already senior staff.9. Continuously learn, unlearn, and re-learn.

Relax and Enjoy

chris.rawlinson@ogilvy.co.za@ChrisRawlinson