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Online Marketing for Private Schools, Camps and Programs
Digital Communications Strategist
April 29, 2014
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Digital Communications Strategist
• Instructor at U of T SCS Digital Strategy Certificate
• 25 years in communications and marketing, including • 19 years in digital
• Launched first online community in 2001
• Ran PodCamp Toronto (5 years) • Blogger since 2006
• Variety industries, agency and client-side
Introducing Eden
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• 99% have access to the Internet, mostly on cellphones and smartphones
• 39% sleep with their cellphones
• Favourite websites allow users to post and share content: • 75% YouTube, 57% on Facebook
• 38% have posted a story or artwork they created online
• 32% of grades 4-6 students have a Facebook account; 16% have a Twitter account
MediaSmarts Global News, Jan. 2014
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Canadians kids grades 4-11
Online Marketing for Private Schools, Camps and Programs
Community Building
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Focus on the hub (e.g. blog) and have a regular publishing schedule • link to your channels from
your website and ALL of them – don’t make me work too hard
• add social sharing buttons so people can share your content
Observations about Engagement
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• You don’t need to be everywhere – fish where the fish are
• Images are a great way to provide a quick snapshot of the school or camp culture
• Tag/describe your content assets and include your URLs to drive traffic
• Use calls to action (CTAs) • Respond to comments • Don’t just post, participate!
Observations about Engagement /2
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Purpose of Online Communities
• Marketing, brand awareness, relationship-building
• Virtual “meeting” place • Collaborate with audience
and influencers directly • Parents • Staff/Partners • Students/Campers
• Discover, cultivate and reward brand ambassadors
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Developing a Strategy
Ask questions • What are the goals? • How does community building
fit into your organization’s objectives?
• How will it be managed? • Internally or externally?
• Who is your community? • Membership criteria
• How can you help community members?
• How will you recognize and reward members?
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Developing a Strategy /2
Make Decisions • Understand the objective(s)
of community members and listen to them
• Set S.M.A.R.T. goals • Choose an appropriate
platform(s) • Decide how your community
will be managed • Develop guidelines • What will success look like?
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Case Studies
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Starbucks tracks interactions and progress on the site and shares them with members
• Transparency helps build: • A community of collaboration • A feeling that members are
partners • Customer/brand loyalty
• Building community around the brand creates an environment of trust between Starbucks and its most passionate customers
Case Study: My Starbucks Idea
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
St. Michaels University School
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
https://www.youtube.com/watch?v=xgVMuAN2-wk
Online Marketing for Private Schools, Camps and Programs
• 4,366 views –YouTube video announcement
• >250 video entries • 30 semi-finalists • 3 finalists selected by 14-person
panel, meet on campus May 2 • semi-finalists evaluated on three
major criteria: • quality of their entry video • potential to get involved in all
aspects of school/boarding life • potential as a spokesperson for
the boarding experience during their year as the BSYE winner
• Winner announced May 6 • A success! They’re already
building a mailing list to announce next year’s contest!
Best School Year Ever campaign
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
https://www.youtube.com/watch?v=Ys0WVOPmA6g&list=UU8-Th83bH_thdKZDJCrn88g
Driving Earned Media
Online Marketing for Private Schools, Camps and Programs
Engagement, Reputation & Trust
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
“The only way to build trust … is to develop relationships and provide valuable educational information… Whatever it happens to be, harvest stories that humanize the company...”
– Gini Dietrich, Spin Sucks: Communications and Reputation Management in the Digital Age
Building a Culture of Trust
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Community manager – a trusted and transparent part of the community
• This helps demonstrate the community manager cares about the community because he/she is invested in it as well
Reputation and Community
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Essential consideration in strategy development
• Define role of community manager
• Cultivate community ambassadors • Engage, feature and highlight
your biggest fans • Role of other community
members (active participants, lurkers, etc.) • All members need to feel like
they belong • Be transparent
Building a Community of Trust
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Don’t Just Post…
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Participate!
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Participate!
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Show Don’t Tell
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Show Me
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Storytelling
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Blog, blog, blog…
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Paid, Earned, Social and Owned
• Social Media • Word of Mouth • Referrals/Reviews
• Your Website • Your Blog • Your Content
• Media Relations • Blogger Relations • Influencer Relations
• Social Advertising • Traditional Advertising • Sponsored Content • Google AdWords
Paid Earned
Shared Owned
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Paid Content
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Earned Content
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Shared Content
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
Owned Content
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• PAID: Our Kids continuously speaks to a highly targeted audience, Typically that parent who is researching school and/or summer camp or recreation options for her/his children
• EARNED: Some partners, such as Our Kids, will allow you to post articles directly to the website (earned media) and will highlight you in photo, article or video features.
• EARNED: You can also build relationships with influencers who may help co-create and share your content.
• SHARED: You can pull feeds from your Facebook and Twitter conversations onto your Our Kids online community profile to amplify your message
• SHARED: If you're looking for great content to share, such as eBooks, reports, stats, checklists or calculators, Our Kids produces new sharable content every month.
Amplify your message
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
• Canada leads in Internet usage; 99% of kids are online
• Build community around a common goal, be conversational
• Collaboration, listening, problem-solving and sharing of meaningful content builds community
• Community managers are the eyes, ears and voice of an organization
• Integrated approach to content distribution – “PESO” opportunities help build relationships and amplify your message
• Don’t just post, PARTICIPATE!
Summary
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Questions?
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Thank you!
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Continue the Conversation Online
Connect Eden Spodek Digital Communications Strategist Eden Spodek Inc. Eden@EdenSpodek.com EdenSpodek.com
@EdenSpodek LinkedIn.com/en/EdenSpodek
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
3 Ways Social Media Creates a Social Local Community http://www.socialmediaexaminer.com/3-ways-social-media-creates-a-social-local-community/ Canada’s youth are highly connected, girls face different rules online: study, Global News, January 2014 http://globalnews.ca/news/1098160/canadas-youth-are-highly-connected-girls-face-different-rules-online-study/ Capulet Goes Back to School, Darren Barefoot, February 24, 2014 http://capulet.com/2014/02/capulet-goes-back-to-school/ Delvinia’s AskingCanadians – How are Canadians Using Social Media? Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media Guide To Online Community Management, ReadWriteWeb, eBook, http://www.slideshare.net/readwriteweb/rww-community-report-12107798 How are Canadians Using Social Media?, Stryve Group, July 12, 2012, http://stryvegroup.com/how-are-canadians-using-social-media/ The Common Craft Blog, Lefever, L., July 2003, http://www.commoncraft.com/archives/000208.html My Starbucks Idea, http://mystarbucksidea.force.com/
References
Copyright © Eden Spodek, Eden Spodek Inc. 2014.
Online Marketing for Private Schools, Camps and Programs
No Bullshit Social Media, Deckers, E., Falls, J., 2012 Reputation Management, Wikipedia, http://en.wikipedia.org/wiki/Reputation_management Seven Trends in Community and Social Business for 2013, Community Roundtable, Leanne Chase, January 3, 2013, http://community-roundtable.com/2013/01/seven-trends-in-community-and-social-business-for-2013/ Six Revisions blog http://sixrevisions.com/mobile/design-mistakes-iphone-app/ Social, Digital & Mobile Around The World, We Are Social, January 2014 http://www.slideshare.net/wearesocialsg/social-digital-mobile-around-the-world-january-2014 Spin Sucks: Communications and Reputation Management in the Digital Age, Dietrich G., 2014 "Structuring a Social Media Team”, Ragan/NASDAQ OMX Corporate Solutions white paper, http://www.ragan.com/Main/StructuringaSocialMediaTeam.aspx The Can't-Miss Social Media Trends For 2013, Ryan Holmes, Fast Company, November 29, 2012, http://www.fastcompany.com/3003473/cant-miss-social-media-trends-2013 What is an Online Community, Lee Lefever, July 2009, http://www.commoncraft.com/archives/000208.html
References
Copyright © Eden Spodek, Eden Spodek Inc. 2014.