the social media playbook on pinterest with the hun school: case-nais 2013
DESCRIPTION
Explore when, how and why to start a Pinterest campaign for independent schools. Meghan Kreger Poller, Associate Director of Communications for Electronic Media at the Hun School of Princeton (New Jersey), @sjpoller. Part Two of the edSocialMedia Pre-Conference Forum.TRANSCRIPT
THE SOCIAL MEDIA PLAYBOOKPINTEREST
} Meghan Kreger Poller, The Hun School of Princeton [email protected]
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