In our latest social media workshop with Rowland Hall, Madeline Riley talked about how schools have to re-think about the way they craft content—They are now the media organization, the journalists and the reporters, sharing the story of their school through social media tools.
3. ?
Hi! I’m @madelinesen, a
Mizzou J-school grad. Hails
from MO & CO. Calls
Portsmouth, NH home. Tweets
about #media, #eco,
#recipes @edSocialMedia
Tuesday, April 9, 13 2
4. ?
Who am I?
Hi! I’m @madelinesen, a
Mizzou J-school grad. Hails
from MO & CO. Calls
Portsmouth, NH home. Tweets
about #media, #eco,
#recipes @edSocialMedia
Tuesday, April 9, 13 2
5. ?
Who am I?
Hi! I’m @madelinesen, a
Mizzou J-school grad. Hails
from MO & CO. Calls
Portsmouth, NH home. Tweets
about #media, #eco,
#recipes @edSocialMedia
Tuesday, April 9, 13 2
7. ?
edSocialMedia is a one-stop shop for
anyone interested in exploring the role
of social media. With our blog, webinars,
workshops and summits, we show, tell
and teach social media. In just three
short years, edSocialMedia has trained
more than 1,800 people with our
hands-on social media bootcamp
approach at workshops and seminars
from northern New England to southern
California.
Tuesday, April 9, 13 3
8. ?
Who are we?
edSocialMedia is a one-stop shop for
anyone interested in exploring the role
of social media. With our blog, webinars,
workshops and summits, we show, tell
and teach social media. In just three
short years, edSocialMedia has trained
more than 1,800 people with our
hands-on social media bootcamp
approach at workshops and seminars
from northern New England to southern
California.
Tuesday, April 9, 13 3
9. ?
Who are we?
edSocialMedia is a one-stop shop for
anyone interested in exploring the role
of social media. With our blog, webinars,
workshops and summits, we show, tell
and teach social media. In just three
short years, edSocialMedia has trained
more than 1,800 people with our
hands-on social media bootcamp
approach at workshops and seminars
from northern New England to southern
California.
Tuesday, April 9, 13 3
16. Visual
Web
Tuesday, April 9, 13 6
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show rather than tell, we fulfill a mantra of what we as
educators seek to provide. We give our students lessons to learn, the tools to get there, rather than just landing on the end goal.
17. Visual
Web
Tuesday, April 9, 13 6
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show rather than tell, we fulfill a mantra of what we as
educators seek to provide. We give our students lessons to learn, the tools to get there, rather than just landing on the end goal.
18. Visual
Web
Tuesday, April 9, 13 6
Visual Identity and Web: Rise in visual web elicits a new way of playing in the sandbox.
Brand ambassadorship: empower the community to tell stories for you.
Storytelling: Humanize and share experiences.
Curation: Tapping the resources at hand.
>>All of this shows the authenticity at a school, the true humanization of what happens within the school walls... When we show rather than tell, we fulfill a mantra of what we as
educators seek to provide. We give our students lessons to learn, the tools to get there, rather than just landing on the end goal.
19. Outbound
Marketing
Tuesday, April 9, 13 7
Before we keep going on how to accomplish such strong visual iden7ty and
representa7on, we have to come back to the tools at hand, and we have to figure out
how we got here.
20. Outbound
Marketing
“Outbound marketing is the traditional form
of marketing where a company initiates the
conversation and sends its message out to an
audience. ”
Tuesday, April 9, 13 7
Before we keep going on how to accomplish such strong visual iden7ty and
representa7on, we have to come back to the tools at hand, and we have to figure out
how we got here.
21. Inbound
Marketing
wikipedia
Tuesday, April 9, 13 8
For me it boils down to this... Schools have to re-‐think about the way they cra@ content. They are
now the media organiza7on. They are the journalists and the reporters.
22. Inbound
Marketing
“Inbound marketing is advertising a company
through blogs, podcasts, video, eBooks, enewsletters,
whitepapers, SEO, social media marketing, and
other forms of content marketing. David Meerman
Scott recommends that marketers "earn their way
in" (via publishing helpful information on a blog
etc.) in contrast to outbound marketing where they
"buy, beg, or bug their way in"”
wikipedia
Tuesday, April 9, 13 8
For me it boils down to this... Schools have to re-‐think about the way they cra@ content. They are
now the media organiza7on. They are the journalists and the reporters.
24. Content
Create content that people
actually want to see.
Tuesday, April 9, 13 9
25. Content
Create content that people
actually want to see.
Tuesday, April 9, 13 9
26. Content
Create content that people
actually want to see.
Tuesday, April 9, 13 9
27. Content
Create content that people
actually want to see.
Tuesday, April 9, 13 9
28. Content
Create content that people
actually want to see.
Tuesday, April 9, 13 9
29. Content
Create content that people
actually want to see.
Engaging
Facebook
posts.
Tuesday, April 9, 13 9
30. Content
Create content that people
actually want to see.
Engaging Slices of
Facebook life in the
posts. classroom.
Tuesday, April 9, 13 9
31. Content
Create content that people
actually want to see.
Engaging Slices of A peak
Facebook life in the behind the
posts. classroom. curtain.
Tuesday, April 9, 13 9
32. Content
Create content that people
actually want to see.
Engaging Slices of A peak Stories
Facebook life in the behind the behind the
posts. classroom. curtain. school.
Tuesday, April 9, 13 9
34. Social
Media
wikipedia
Tuesday, April 9, 13 11
For me it boils down to this... Schools have to re-‐think about the way they cra@ content. They are
now the media organiza7on. They are the journalists and the reporters.
35. Social
Media
“Social media refers to the means of interactions among
people in which they create, share, and exchange
information and ideas in virtual communities and
networks ..."a group of Internet-based applications that
build on the ideological and technological foundations
of Web 2.0, and that allow the creation and exchange
of user-generated content ... via which individuals and
communities share, co-create, discuss, and modify user-
generated content.”
wikipedia
Tuesday, April 9, 13 11
For me it boils down to this... Schools have to re-‐think about the way they cra@ content. They are
now the media organiza7on. They are the journalists and the reporters.
37. Social
These tools allow for a real conversation between
publisher & fans/friends. We "earn our way in" (via
publishing helpful information on a blog etc.)...” and
fans/friends drive the stories that should be shared...
Tuesday, April 9, 13 12
38. All over
the map
Tuesday, April 9, 13 13
Social media participation is growing. Schools are actively pushing to build
their networks. There’s been this idea that just being in the space is enough,
but is it really? How can you stand out about the crowd?
39. All over
the map
Tuesday, April 9, 13 13
Social media participation is growing. Schools are actively pushing to build
their networks. There’s been this idea that just being in the space is enough,
but is it really? How can you stand out about the crowd?
40. Tuesday, April 9, 13 14
Social media participation is growing. Schools are actively pushing to build
their networks. There’s been this idea that just being in the space is enough,
but is it really? How can you stand out about the crowd?
41. Facilitated by multiple platforms.
Tuesday, April 9, 13 14
Social media participation is growing. Schools are actively pushing to build
their networks. There’s been this idea that just being in the space is enough,
but is it really? How can you stand out about the crowd?
42. Facilitated by multiple platforms.
Tuesday, April 9, 13 14
Social media participation is growing. Schools are actively pushing to build
their networks. There’s been this idea that just being in the space is enough,
but is it really? How can you stand out about the crowd?
43. All over
the map
Racing to to
Tweeting
2000 followers!
1000 fans!
Tuesday, April 9, 13 15
44. All over
the map
Racing to
2000 fans!
Tuesday, April 9, 13 15
45. All over
the map
Tuesday, April 9, 13 16
Does it make sense to build the numbers before you figure out what to say? It’s easy to fall prey to
building the networks before offering informa7on that has substance and value.
46. All over
the map
Tuesday, April 9, 13 16
Does it make sense to build the numbers before you figure out what to say? It’s easy to fall prey to
building the networks before offering informa7on that has substance and value.
47. All over
the map
Tuesday, April 9, 13 16
Does it make sense to build the numbers before you figure out what to say? It’s easy to fall prey to
building the networks before offering informa7on that has substance and value.
48. Tuesday, April 9, 13 17
You do this by crea7ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a beKer word, “consume” your narra7ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra7ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan7ve. Engage your fans by sharing the
school experience.
49. What do you do once
you get the tools in
place?
Tuesday, April 9, 13 17
You do this by crea7ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a beKer word, “consume” your narra7ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra7ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan7ve. Engage your fans by sharing the
school experience.
50. Tuesday, April 9, 13 18
You do this by crea7ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a beKer word, “consume” your narra7ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra7ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan7ve. Engage your fans by sharing the
school experience.
51. Tuesday, April 9, 13 19
You do this by crea7ng & sharing compelling content that speaks to these fundamental needs. Your school enjoys a fan base that, for
lack of a beKer word, “consume” your narra7ve stream or long story. The object is to begin bringing applying families into this stream.
This requires that you give fans and families substance-‐ not necessarily formality, but substance-‐ events, stories, narra7ves, happenings
and achievement on campus. Show the ways students are growing and learning-‐ real and substan7ve. Engage your fans by sharing the
school experience.
55. Facebook
Where we need to be
User base
One billion monthly active users as of
October 2012.
Cross-use increases user base
Approximately 81% of our monthly active
users are outside the U.S. and Canada.
552 million daily active users on average
in June 2012.
600 million monthly active users who
used Facebook mobile products in
September 2012.
Tuesday, April 9, 13 21
56. Facebook
Where we need to be
User base
One billion monthly active users as of
October 2012.
Cross-use increases user base
Approximately 81% of our monthly active
users are outside the U.S. and Canada.
552 million daily active users on average
in June 2012.
600 million monthly active users who
used Facebook mobile products in
September 2012.
Tuesday, April 9, 13 21
64. Facebook
In with
the new
Tuesday, April 9, 13 23
65. Facebook
In with
the new
Tuesday, April 9, 13 23
66. Facebook
In with
the new
Tuesday, April 9, 13 23
67. Visual
Show, Don’t Tell
Just one month after the
introduction of Facebook timeline,
visual content -- photos and
videos -- saw a 65% increase in
engagement.
Tuesday, April 9, 13 24
68. Visual
Show, Don’t Tell
Just one month after the
introduction of Facebook timeline,
visual content -- photos and
videos -- saw a 65% increase in
engagement.
Tuesday, April 9, 13 24
69. Visual
As ReadWriteWeb's Kevin
Kelleher memorably put it ... when
Facebook bought another Visual
Web startup, face recognition
company Face.com: "Facebook is
cornering the market of what we
used to call Kodak moments. They
are becoming Facebook moments."
Tuesday, April 9, 13 25
70. Visual
As ReadWriteWeb's Kevin
Kelleher memorably put it ... when
Facebook bought another Visual
Web startup, face recognition
company Face.com: "Facebook is
cornering the market of what we
used to call Kodak moments. They
are becoming Facebook moments."
Tuesday, April 9, 13 25
73. Twitter
Where we need to be
Schools are going beyond the
institutional usage of Twitter, and
have begun to incorporate it into
their classrooms and professional
development networks.
Tuesday, April 9, 13 26
74. Twitter
Where we need to be
Schools are going beyond the
institutional usage of Twitter, and
have begun to incorporate it into
their classrooms and professional
development networks.
Tuesday, April 9, 13 26
84. Twitter
Show, Don’t Tell
Twitter can off below-deck
occupants a limited, but often
much-needed view to the outside
world. photo.
Tuesday, April 9, 13 30
85. Twitter
Show, Don’t Tell
Twitter can off below-deck
occupants a limited, but often
much-needed view to the outside
world. photo.
Tuesday, April 9, 13 30
88. Videos
Where we should be
User base
One billion monthly active users as of
October 2012.
Cross-use increases user base
Approximately 81% of our monthly active
users are outside the U.S. and Canada.
552 million daily active users on
average in June 2012.
600 million monthly active users who
used Facebook mobile products in
September 2012.
Tuesday, April 9, 13 31
Reten7on-‐driven.
89. Videos
Where we should be
User base
One billion monthly active users as of
October 2012.
Cross-use increases user base
Approximately 81% of our monthly active
users are outside the U.S. and Canada.
552 million daily active users on
average in June 2012.
600 million monthly active users who
used Facebook mobile products in
September 2012.
Tuesday, April 9, 13 31
Reten7on-‐driven.
90. Videos
Tuesday, April 9, 13 32
Admissions driven, ended up being alumni and development driven. The best way for someone to visualize an idea is to see it.
// Illustra7on can be by way of photos to supplement an idea or a simple infographic to explain the concept.
91. Videos
Tuesday, April 9, 13 32
Admissions driven, ended up being alumni and development driven. The best way for someone to visualize an idea is to see it.
// Illustra7on can be by way of photos to supplement an idea or a simple infographic to explain the concept.
94. Blog
Tuesday, April 9, 13 34
So that brings us to why we’re all here today... Finding the tools to create successful social media content.
It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of
forms. Here’s the second dirty little secret... for it to work & succeed it needs to fit. Fit your talents,
culture, workflow... which is why a blog offers an excellent content opportunity for schools. It can take
many shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it
95. Blog
Tuesday, April 9, 13 34
So that brings us to why we’re all here today... Finding the tools to create successful social media content.
It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of
forms. Here’s the second dirty little secret... for it to work & succeed it needs to fit. Fit your talents,
culture, workflow... which is why a blog offers an excellent content opportunity for schools. It can take
many shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it
96. Blog
Where we should be
A blog offers an
excellent content
opportunity for schools.
It can take many shapes,
serving as a forum for
educational theory, an
ongoing photo essay; it
could be a place for
students to explore daily
life. There’s no 1 right
way of doing it.
Tuesday, April 9, 13 34
So that brings us to why we’re all here today... Finding the tools to create successful social media content.
It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of
forms. Here’s the second dirty little secret... for it to work & succeed it needs to fit. Fit your talents,
culture, workflow... which is why a blog offers an excellent content opportunity for schools. It can take
many shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it
97. Blog
Where we should be
A blog offers an
excellent content
opportunity for schools.
It can take many shapes,
serving as a forum for
educational theory, an
ongoing photo essay; it
could be a place for
students to explore daily
life. There’s no 1 right
way of doing it.
Tuesday, April 9, 13 34
So that brings us to why we’re all here today... Finding the tools to create successful social media content.
It’s an ideal vehicle for driving your school’s narrative and the beauty of it is that it can come in a variety of
forms. Here’s the second dirty little secret... for it to work & succeed it needs to fit. Fit your talents,
culture, workflow... which is why a blog offers an excellent content opportunity for schools. It can take
many shapes- it can serve as a forum for educational theory; it can become an ongoing photo essay; it
101. Blog
Show, Don’t Tell
Authentic student voice
Trust: post without review
content posted 7 days a week
Compensation: digital cameras
70,000+ views in 4 years
Tuesday, April 9, 13 36
102. Blog
Show, Don’t Tell
Authentic student voice
Trust: post without review
content posted 7 days a week
Compensation: digital cameras
70,000+ views in 4 years
Tuesday, April 9, 13 36
108. Pinterest
Where we could be
User base dominated by women
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.
Tuesday, April 9, 13 38
109. Pinterest
Where we could be
User base dominated by women
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.
Tuesday, April 9, 13 38
117. Pinterest
Show, Don’t Tell
To illustrate where the students
and seniors are heading next,
Sewickley Academy illustrated
their graduating class through
Pinterest photos with detailed
captions. Click-through to a page
on their website.
Tuesday, April 9, 13 41
Also Facebook album? Also on the blog?
118. Pinterest
Show, Don’t Tell
To illustrate where the students
and seniors are heading next,
Sewickley Academy illustrated
their graduating class through
Pinterest photos with detailed
captions. Click-through to a page
on their website.
Tuesday, April 9, 13 41
Also Facebook album? Also on the blog?
119. Pinterest
Show, Don’t Tell
To illustrate where the students
and seniors are heading next,
Sewickley Academy illustrated
their graduating class through
Pinterest photos with detailed
captions. Click-through to a page
on their website.
Tuesday, April 9, 13 41
Also Facebook album? Also on the blog?
120. Instagram
Tuesday, April 9, 13 42
Evertrue ar7cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of campus
and school ac7vi7es. While the school’s Facebook page was used to host the contest and facilitate the vo7ng (the shot
with the most “likes” won the contest), Middlesex also promoted this on their website and ended up with 76 submissions
and 1197 “likes”/votes total.
121. Instagram
Tuesday, April 9, 13 42
Evertrue ar7cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of campus
and school ac7vi7es. While the school’s Facebook page was used to host the contest and facilitate the vo7ng (the shot
with the most “likes” won the contest), Middlesex also promoted this on their website and ended up with 76 submissions
and 1197 “likes”/votes total.
122. Instagram
Where we could be
To celebrate the founder of Instagram,
Kevin Systrom MX'02, the Middlesex
Alumni Office has challenged students,
faculty, and staff to submit images using
Instagram of what they believe makes
Middlesex special. 76 images were
submitted and now the voting begins!
Please "like" the images that you think are
the best to help us decide a winner by
Friday.
Tuesday, April 9, 13 42
Evertrue ar7cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of campus
and school ac7vi7es. While the school’s Facebook page was used to host the contest and facilitate the vo7ng (the shot
with the most “likes” won the contest), Middlesex also promoted this on their website and ended up with 76 submissions
and 1197 “likes”/votes total.
123. Instagram
Where we could be
To celebrate the founder of Instagram,
Kevin Systrom MX'02, the Middlesex
Alumni Office has challenged students,
faculty, and staff to submit images using
Instagram of what they believe makes
Middlesex special. 76 images were
submitted and now the voting begins!
Please "like" the images that you think are
the best to help us decide a winner by
Friday.
Tuesday, April 9, 13 42
Evertrue ar7cle: The contest asked alumni, students, parents, faculty and staff to submit their Instagram shots of campus
and school ac7vi7es. While the school’s Facebook page was used to host the contest and facilitate the vo7ng (the shot
with the most “likes” won the contest), Middlesex also promoted this on their website and ended up with 76 submissions
and 1197 “likes”/votes total.
127. Team
work
Newspaper
Admissions Alumni
Director
English Dept Math Dept
Students
Tuesday, April 9, 13 44
128. Rowland
Hall
Tuesday, April 9, 13 45
Brandon Croke’s Snapchat strategy
129. Rowland
Pheed Hall
Googl
e+
rest Bloggin
Pinte g
The Sweet Spot Tu mblr
Lin kedIn
G+ Gr
gram oups
Insta Snap chat
Tuesday, April 9, 13 45
Brandon Croke’s Snapchat strategy