This document discusses how social media can be used to build leads and grow customers in adult education. It covers why social media is important, how leading companies are shifting to social business models to strengthen customer relationships, and various ways to utilize social media platforms like Facebook and Twitter to engage audiences, establish brands, and develop communities and leads. Specific tactics discussed include using photos and videos on Facebook, running promotions on Twitter, developing online forms and social media groups to generate leads, and the importance of nurturing leads through follow up and personalization.

1. SOCIAL MEDIA:
Building Leads In The
World Of Adult Education

2. Our Plan For Today:
A. Why Social?
B. Social Business
C. Utilizing Social
D. Communities,
Customers, Leads
E. Next Steps
TODAY’S TWITTER
HASHTAG:
#ohioacte11

3. Great Heights is an integrated marketing
communications company helping organizations
elevate their marketing efforts through the
science of strategy, the art of creativity and the
engagement of experiential.
Strategic Marketing & Public Relations
Social Media
Design (Packaging, Trade Show, Logo, Collateral)
Branding
Experiential Marketing
Event Planning & Management
Sponsorship Management

4. WHAT IS SOCIAL MEDIA?
• Social Media is an open,
interactive, conversational
communications tool based
online
• Social media changes the way
we communicate from one-way
and top-down to two-way,
bottom-up
• Social media moves
communication from a
monologue to a dialogue.

5. WHY DOES SOCIAL MATTER?

6. “Social media means that
consumers have been given
a larger seat at the table,
and they are never going
back.”
-@bobinmotion, random guy on
Twitter

9. THE SHIFT TO SOCIAL BUSINESS

10. “The world's leading companies are realizing
that a solid grasp of social technologies and
social platforms, along with the concepts of
authenticity, transparency, and trust will
become critical to building global brands,
transforming product development, enabling
real-time customer service, and fostering
social collaboration with customers and
key stakeholders.”
-Beverly Macy
CEO, Gravity Summit LLC

11. THE SHIFT TO SOCIAL BUSINESS
Bottom Line: Social Business is all
about removing communication
barriers and deepening
relationships with customers.

12. UTILIZING SOCIAL

13. FIVE WAYS TO MARKET
YOUR BRAND ON
FACEBOOK:
1. USE PHOTOS & VIDEOS
2. LIKES
3. FACEBOOK QUESTIONS
4. FACEBOOK PLACES
5. GROUPS

15. “Thoughtful and engaging photos are a
critical component to our Facebook
Page,” says Joel Frey, Travelocity’s
senior public relations manager.
“When the Roaming Gnome attends an
event team definitely wants our fans to
chuckle at his antics, but we also want
them to imagine themselves taking a
balloon ride one day and, hopefully,
using Travelocity to help them turn that
dream into reality.”

18. FACEBOOK QUESTIONS

19. Your goal, by and
large, should be to
inspire in-store
customers to share
the “I was here”
message with a
place check-in that
gets distributed to
their Facebook
friends and posted
to your Place Page.
Source: Mashable

21. WAYS TO ESTABLISH
YOUR BRAND ON
TWITTER:
1. REWARD LOYALTY
2. SHARE EXPERTISE
3. RUN DEALS &
PROMOTIONS
4. RECEIVE CUSTOMER
COMPLAINTS

23. HUMAN BUSINESS TEAMS

27. NEW COMMUNITIES
• Senior Citizens
• High School
Students
• Moms

28. DEVELOPING LEADS, GROWING
CUSTOMERS
• Online Forms
• Facebook Groups/
Pages
• Email Newsletters
• Direct Mail Campaigns
That Drive Traffic Back
• Contact Forms

29. NURTURING LEADS
• Develop A Customer
Service Protocol
• Follow-Up, Follow-Up,
Follow-Up
• Database
• Touchpoints
• Personalize & Target

30. WHY IT MATTERS MORE THAN
EVER?
78% of people on social
media trust peer
recommendations.

31. WHY IT MATTERS MORE THAN
EVER?
With good relationships,
customers will inform you that
they want something better.
Without a relationship, you have
nothing.

32. WHY IT MATTERS MORE THAN
EVER?
For those companies that deployed
collaboration tools, 72% stated that
they experienced better business
performance compared to only 46%
of companies that did not deploy
them.

33. BOTTOM LINE
• Your results are
determined by how well
you engage your
audience
• Give people a reason to
be part of something
• Content & consistency
matters

35. NEXT STEPS:
>Decide
what
works
for
you
>Know
your
audience
>Be
proac7ve
>Train
&
educate
>Measure
success/failure
CONTACT ME:
shane@greatheightspr.com
Twitter.com/shanehaggerty