Engaging the community through Engaging the community through Social MediaSocial Media

Presented to:Presented to:Fenton Area Public SchoolsFenton Area Public Schools

Board of Education PR Committee Board of Education PR Committee

Eric SzczepanskiEric Szczepanski

Social Engagement SpecialistSocial Engagement Specialist

•Eric.m.ski@hotmail.comEric.m.ski@hotmail.com•Linkedin.com/in/eriskiLinkedin.com/in/eriski

•@ericski@ericski

"To motivate me, all you have to say is 'That can't be done"- Geraldine Laybourne"To motivate me, all you have to say is 'That can't be done"- Geraldine Laybourne

Defined Defined Source: Wikipedia: http://en.wikipedia.org/wiki/Social_mediaSource: Wikipedia: http://en.wikipedia.org/wiki/Social_media

Is the interaction among people in which they Is the interaction among people in which they can create, share and/or exchange information can create, share and/or exchange information and ideas in virtual communities and networks.and ideas in virtual communities and networks.

State of the WWWState of the WWW

93% Marketers use social media93% Marketers use social media90% trust peer recommendations90% trust peer recommendations14% trust advertising14% trust advertisingFord Explorer campaign launched on Facebook to more traffic then Ford Explorer campaign launched on Facebook to more traffic then superbowl ads superbowl ads Twitter is #1 marketing tool for the music and media industryTwitter is #1 marketing tool for the music and media industryGen Y, Z judge, research a brand, University or Firm by their social activity Gen Y, Z judge, research a brand, University or Firm by their social activity before visiting there websitebefore visiting there websiteIf Facebook were a country it would be the third largest in the worldIf Facebook were a country it would be the third largest in the worldYouTube is the second largest search engine behind GoogleYouTube is the second largest search engine behind Google

Source: “Social–Nomics” Erik QualmanSource: “Social–Nomics” Erik Qualmanhttp://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/http://www.socialnomics.net/2012/01/04/39-social-media-statistics-to-start-2012/

Strategy Strategy

What outlet is right for you, Social What outlet is right for you, Social NetworksNetworks where is your audience?where is your audience?Why/How a social presence benefit your Why/How a social presence benefit your organization? organization? Messuring ROI Messuring ROI Rules of Engagement Rules of Engagement What are your goals: 3 reasons for social What are your goals: 3 reasons for social media media

Your Audience Your Audience

StakeholdersStakeholders

District Residences District Residences

ParentsParents

TeachersTeachers

StudentsStudents

Community membersCommunity members

Influencers Influencers

Social NetworksSocial Networks

The Added Value of a Social PresenceThe Added Value of a Social Presence

Customer ServiceCustomer Service

Two way interactive communicationTwo way interactive communication

Real-time updates and information Real-time updates and information

Amplify your message Amplify your message

Getting Started Getting Started

Create your communityCreate your community Facebook.com/page, @Twitter…Facebook.com/page, @Twitter…

Your BrandYour Brand

Spread the word: integrating with overall Spread the word: integrating with overall Marketing and Communication Strategy Marketing and Communication Strategy

Likes and Follows Likes and Follows

Get Noticed: Follow, Like, Comment, shareGet Noticed: Follow, Like, Comment, share

Mentions, RT’s, collaborationsMentions, RT’s, collaborations

Cross Promotions - Support efforts across Cross Promotions - Support efforts across platforms platforms

Create Buzz… # , Facebook Ads, Create Buzz… # , Facebook Ads,

Content CreationContent Creation

Videos, Photos, Polls, Q & AVideos, Photos, Polls, Q & A

Contests, Throwback Thursday, TGIFContests, Throwback Thursday, TGIF

Inform: Inform: Events (Sports, Performing arts)Events (Sports, Performing arts) School Closing…School Closing…

Our Success: ROIOur Success: ROI

SM ROI is your Business will exist in 5 SM ROI is your Business will exist in 5 years!years!

Non-Financial ROINon-Financial ROI

Financial ROIFinancial ROI

QualitativeQualitative Influence, relationshipsInfluence, relationships

QuantitativeQuantitative SEO, Analytics and Insights SEO, Analytics and Insights

Policy GuidelinesPolicy Guidelines

Rules of EngagementRules of Engagement

Professionalism and proper useProfessionalism and proper use

Dealing with degrading and defamatory Dealing with degrading and defamatory posts posts

Three Reasons Public Schools Three Reasons Public Schools are using Social Media are using Social Media

CommunicationCommunication Social Engagement Social Engagement

Public Relations Public Relations Share storiesShare stories

Branding and MarketingBranding and Marketing Identity, beyond the communityIdentity, beyond the community

Source: Forbes Article: “Why Public School Leaders Should Embrace Social Media”http://www.forbes.com/sites/dorieclark/2012/08/23/why-public-school-leaders-must-embrase-social-media-now

The EndThe End