the social media playbook on pinterest with the hun school: case-nais 2013

THE SOCIAL MEDIA PLAYBOOKPINTEREST

} Meghan Kreger Poller, The Hun School of Princeton meghanpoller@hunschool.org

THE HUN SCHOOL OF PRINCETON

• Day and Boarding School• 6 -8 grade 100 students• 9 – PG 500 students• International Student Program• Academic Learning Skills Program• Challenges:• New Leadership• New Office• Below Capacity Annual Giving• Community Reputation/Admissions Image

BRAND IDENTITY

Process of Discovery

Strategic PlanSpring 2009

Task Force &Early

Research

Messaging Workshop

2009 - 2010

Key Messages

Spring 2010

Marketing/Office Launch

Fall 2010

Creative Development

Spring/Fall

Special and Signature Program

MessagingCurrent

CONTENT MARKETING PLANNING

• ink about the outcomes you are hoping to achieve and how the content you create will help you get there

• Who are you trying to reach and what other groups will you reach in the process?

• How will you deliver your content?• How can you recycle and relaunch content?• What are your media strengths? • If all else fails, what will rally your base?

WHAT IS PINTEREST?

• Pinterest is a virtual pinboard.• Mission - to connect everyone in the world

through the 'things' they #nd.• Organize, plan, share, and browse• Fastest growing social media site• 3rd largest social network – Facebook, Twitter,

Pinterest, Tumblr, LinkedIn• 25 million unique users a month

WHO IS USING PINTERST?

• 28.1% - Annual Household Income Over $100,000

• 50% - Users with Children• 68.2% - Female (some

sources list it as high as 80%)

• Ages 24 – 54 • Boommers,

Boommerangs, Gen Xers, and Millennials

• Online Shoppers - the average order value is $179.36 on Pinterest versus $80.22 on Facebook.

http://www.modea.com/blog/pinterest-infographic

DEMOGRAPHICS

e Pinterest Demographics are Aligned with our Demography

Ages 35-45 (Generation X) College-educated Household income $250,000+ and have children ages 9-14 Personal relationships are important Value highly their online communities Care less about leadership opinions and more about action ey crave transparency, honesty, and real issues

Impassioned about the products and places they believe in Peer opinions carry more weight than leadership or media

CONTENT MARKETING STRATEGY

• e use of Pinterest is in line with our content marketing strategy

• e use of dynamic content and stories as the primary means to market your school.

• Connect

• Engage

• Share Personal relationships are important

Value highly their online communities

Care less about leadership opinions and more about action

WHY PIN? THE USER.

!

WHY PIN? PLAN AND ORGANIZE

WHY PIN? CONNECT AND BROWSE

YOUR SCHOOL PINNED

GETTING STARTED: PINTEREST BUSINESS ACCOUNT

• Use Twitter or Email• Business Pages -

launched in November• Verify School

Website• Promote Pinterest

Presence• Measure Results

• Pin It Bookmark• Get Started

CREATING BOARDS - OUTCOMES

What stories are you telling? Are they interesting? Do they reflect your outcomes?

CREATING BOARDS - OUTCOMES

Do they reflect your outcomes?

CREATING BOARDS - MESSAGING

Do they reflect your messaging?

CREATING BOARDS - PROGRAMS

Do they reflect your programs?

CREATING BOARDS - PROGRAMS

Do they reflect your programs?

CREATING BOARDS - TRADITIONS

Do they reflect your traditions?

CREATING BOARDS - TRADITIONS

Do they reflect your traditions?

CREATING BOARDS - MARKET

Do they reflect your audience and market?

CREATING BOARDS - MARKET

Do they reflect your audience and market?

CREATING BOARDS - MESSAGING

Do they reflect your audience and market?

CREATING BOARDS - MARKET

Do they reflect your audience and market?

CREATING BOARDS – MAKING THE CASE

Do they help make the case for giving?

SHARE CONTENT ACROSS PLATFORMS• Use those Twitter #’s! • Board Widgets • RSS Readers• Facebook

FOOD FOR THOUGHT – WEBSITE CONTENT• Create Visual Content• Use Infographics• Overlay Text with Photos

ANALYZE• Pins from your website – pinterest.com/source/

yourdomain

ANALYZE• Pinterest Presence – www.pinreach.com

“No other industry I know is so under-invested in marketing as Independent Schools. If we were to start over with a new product, we would invest 10% of our budget in marketing and sales. Very few schools invest even 5% …”

- Pat Bassett, President NAIS