engaging your k-12 audience: driving sales in an internet world
TRANSCRIPT
July 26, 2013
Engaging Your K-12 Audience: Driving Sales In An Internet World
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Contact Information
• Charlene Blohmo C. Blohm & Associates, Inc.o 608-216-7300o [email protected] Follow: @CharleneBlohm
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Engaging Your K-12 Audience
• Situation Analysis• Approach and Strategic Planning• Understanding Social Media Channels• Objectives, Goals and Measurements• Key Takeaways• Additional Outlets
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Why This Matters to Your Business
• 92% of teachers say the Internet has a major impact on their ability to access content, resources and materials for their teaching.
• 69% of teachers say the Internet has a major impact on their ability to share ideas with other teachers.o Personal Learning Networks coming in all shapes and sizes
• The percentage of educators participating in social networks jumped from 61% to 82% from 2009 to 2012.
Sources: Pew Internet & American Life Project; MMS Education
Find Your Audience Online
• Who is your audience and where are they active?
• What assets do you have in place to engage your audience members?
• What tools will you use and how will you use them?
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Create A Plan
• Set goals and objectives, and ID ways to measure your success
• When developing social media content consider:o Toneo Relevanceo Ease of sharing
• Delegate responsibilities for channels• Create a posting schedule
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Engage
• Foster and maintain relationships by:o Customizing pageso Responding to querieso Posting relevant topicso Including images whenever possible o Posing questions
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• Micro-blogging platform• Follow and engage with customers and industry
thought leaders• Share trend-based articles with followers• Promote marketing campaigns• Link to new materials
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• Popular chats and hashtagso #edchat – Tuesdays, 1-2 p.m. and 7-8 p.m.o #education o #edtech
• Follow: @SPinesEIA, plus EIA Board memberso @NoodleEducation, @FairmontSchools
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• Social networking website• Share company news and behind the scenes
photos• Promote marketing campaigns • Pay for targeted advertisements• Contests, promotions
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• A pin-board style photo sharing website• Share teaching tips and projects• Promote your products and services
o Rich Pins
• Follow key customers and industry leaders• Generate leads
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• Social networking platform for professionals• Share company updates and relevant business
news• Post job openings• Connect with the people you do business with• Join groups
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YouTube
• Video sharing platform• Create company channel• Mix marketing materials with authentic video
of varying lengths• Post short tutorials or testimonials• Share trend-based videos
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Google+
• Social networking service• Improve SEO• Join circles and communities• Engage in conversations• Potential thought leadership opportunities
through Google Hangouts
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Yelp
• Internet rating and review service• Hyper-local• Track competition• Review customer feedback and respond
directly• Promote offers and announcements
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Collect and Share Content
• Monitor coverage through Google Alerts• Consolidate platform posts in platforms like
Hootsuite• Add and utilize “share this” functionality on
posts
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Goals and Measurement
• What do you want to achieve?• How will you track your progress?• Premium services available to track
marketing campaigns
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Key Takeaways
• Know your audience, where they live, and begin engaging them
• Have a stable social media presence• Understand different channels and the best ways to
use them• Set goals and have the means to track progress
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Thank You!
• Charlene Blohm o C. Blohm & Associateso 608-216-7300o [email protected] Follow: @CharleneBlohm
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Thank you to our clients FundingFactory and Califone for serving as examples in today’s presentation.
Bonus Round!—Instagram
• Owned by Facebook• Photo and video sharing platform• Informal way to show company culture• Thrives on spontaneity
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Bonus Round!—Vine
• Owned by Twitter• Mobile app• Create six-second video clips• Best videos run well on a loop or use stop-
motion animation (think .gifs)
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Bonus Round!—Blogs
• Generate content to push over other channels
• Establish yourself as a thought leader• Show behind the scenes activity from
your company• Multiple platforms (e.g., Wordpress,
Blogger, Tumblr)
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Bonus Round!—Storify
• Create stories to summarize events• Search hashtags and users to pull into a story
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• Easy way to collect and post new content
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