Social Media Marketing Educators Actually “Like” Webinar
•
3 likes•584 views
Move Beyond Simple Follows and Likes to Real Engagement In this webinar, we share everything we know about creating authentic, loyal connections with educators from our experience in creating and growing the wildly successful WeAreTeachers and School Leaders Now social communities and channels. You’ll get ‘news you can use’ to forge real relationships with educators using social marketing, like: The pitfalls of selfie culture for brands Why video content is an always, not a maybe How influencers can supercharge your social strategy The Do's and Don’ts on stock imagery
Report
Share
Social Media Marketing Educators Actually “Like” Webinar
- 2. Our Speakers DanaTruby Director, Digital Content and Social Media, MDR/WeAreTeachers Abi Gilman Strategist, MDR/WeAreTeachers
- 4. Today’s Agenda The State of Social We’ll talk about the biggest social challenges, the importance of building engagement & how educators are using social media. What Works This is the part where we share all of our juicy secrets. Rules, Rules, Rules How to set yourself up for success by establishing guidelines. Questions You’ve got questions, we’ve got answers!
- 5. That Conference Feeling.. How do educators feel when they attend conferences? • Respected • Understood • Inspired • Like a true “member” • Filled with ideas • Connected • Appreciative of your organization How can you use social media to cultivate that feeling the rest of the year?
- 6. The 3 “B”s • Be Consistent — One voice shared across your channels • Be Relevant — All your communication and content should deliver value to the educator • Be Inspiring — Offer compelling reasons to engage, participate, and contribute
- 7. Educators are more active on social channels than the general public and twice as likely to use Pinterest. Educators Are Social Sources: Pew Research, 2018 and MDR “Teachers and Social Media” Survey, 2018
- 8. 2,000,000 300 300,000 Followers across ten channels mm+ monthly impressions Engaged Facebook users daily Here’sWhat We Know Works 1. Give your audience content they want… and your followers and engagement will grow. 2. Engage with the influencers in your space. 3. Facebook groups are a goldmine for listening to your customers and creating true community. 4. Prioritize video in your context mix. 5. Prioritize Instagram and get ready for Snapchat. 6. Paid social: Think beyond the boost.
- 9. #1. No More Selfies Too often, brands treat social media as a one-way broadcast channel instead of a powerful community-building tool. Focus on what your followers care about most.
- 10. #1. No More Selfies Too often, brands treat social media as a one-way broadcast channel instead of a powerful community-building tool. Focus on what your followers care about most. TIPS: • Ask: How would your social media channels change if they were for your audience, instead of about your organization? • Determine 5-10 categories of content your followers are most interested in. • Change your mix. Fewer “selfies,” more service posts. Recommended ratio 4:1. • Share content that is all about what they care about, regardless of the source.
- 11. “Brands that use social media as a broadcast system will end up feeling pretty lonely.” - Kim Garst (@kimgarst)
- 12. “People don’t care about your business. They care about their problems. Be the solution they are looking for.” — Melonie Dodard
- 14. #2. Reach Out to Influencers Use your social channels to connect with influencers who share your audience and start building stronger relationships now.
- 15. #2. Reach Out to Influencers Use your social channels to connect with influencers who share your audience and start building stronger relationships now. TIPS: • Identify, follow and regram or retweet on Instagram & Twitter. • Use and follow the hashtags: #teachersofinstagram has 3.5 million posts #teachersfollowteachers has 2.8 million posts • Surprise + Delight: Send influencers special invites and swag. • Consider paid influencer campaigns.
- 16. Influencers by the Numbers… The Rising Importance of Influencer Marketing, March 2018
- 18. #3. Get Serious About Facebook Groups Groups are all about community and social interaction. They allow any member to post and start a discussion. Facebook favors group posts over page and brand posts.
- 19. #3. Get Serious About Facebook Groups Groups are all about community and social interaction. They allow any member to post and start a discussion. Facebook favors group posts over page and brand posts. TIPS: • Use groups to give members or subsets of members a place to connect. • Limit promotion in Groups. • Choose the “Closed Group” option and use qualifying questions to maintain a healthy group culture. • Use groups as a listening tool and a testing ground.
- 20. Groups Are on the Rise
- 21. Our Groups
- 22. #4. AddVideo toYour Channels Facebook optimizes video in users’ Newsfeeds, and your followers love the video medium. Twitter, Instagram, and of course,YouTube, allow you to ramp up views but also create an emotional connection.
- 23. #4. AddVideo toYour Channels Facebook optimizes video in users’ Newsfeeds, and your followers love the video medium. Twitter, Instagram, and of course,YouTube, allow you to ramp up views but also create an emotional connection. TIPS: • Make video a part of content planning from the beginning. • For social video, keep it short and simple. • Try easy slide-share style videos to take advantage of the photos you have. • If you’re not using Facebook Live, it’s time to start. • Try user-submitted video.
- 24. Video is King “By 2019, video content will be the driving factor behind 85% of search traffic in the US.”
- 26. #5. Prioritize Instagram and Prepare for Snapchat Instagram stories are a game changer this year with the ability to add a link…once you hit that 10K follower level. To get there…
- 27. #5. Prioritize Instagram and Prepare for Snapchat Instagram stories are a game changer this year with the ability to add a link…once you hit that 10K follower level. To get there… TIPS: • Not using hashtags? The optimum number of hashtags is 11. • Engage with your community on a micro level (a like or comment from you when tagged goes a long way!) • Engage on a macro level with influencers, video and contents. • Don’t even think about buying followers.
- 29. Instagram is Hot … and Snapchat is Growing
- 30. #6.Ad Spending Beyond the Boost Building organic and relationships with influencers should be first priority. Ad spending is not a substitute.
- 31. #6.Ad Spending Beyond the Boost Building organic and relationships with influencers should be first priority. Ad spending is not a substitute. TIPS: • Prioritize growing organic to get more out of your social ad spending. • Try Instagram ads—the reach has not declined, Pinterest ads. • Try multiple creatives and wait before putting money ads behind it. • Retarget ads off of content and video.
- 32. Finally, Six Rules We Live and Post By: 1. Talk like a person. No jargon. No passive voice. Never say “rigor.” 2. Use real photos whenever you can. Don’t use the same sad classroom stock photos you see all the time. 3. Optimize every post. Make the most of every element—image, description, comment, hashtags. 4. RememberThe 3 E’s. People can’t resist content that is emotional, educational, or entertaining. 5. ThinkVideo first. Content is more than blogs and articles. 6. We’re not the stars of the show. Educators and kids are the headliners.
- 34. Upcoming Webinars & Resources Upcoming and PastWebinars mdreducation.com/education-marketing-free-webinars All MDR Resources mdreducation.com/resources