Christian Brothers Services 2016 Spring Webinar Series

Transcription

1 Christian Brothers Services 2016 Spring Webinar Series 2016 Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services. Christian Brothers Services Catholic School Management Why Social Media Marketing is Effective for Catholic Schools April 7, SPRING WEBINAR SERIES Opening Prayer Creator God, through your world and people that surround us, we pray that we may grow more aware this day of your life giving presence. Open our minds and hearts to apply the knowledge from today s webinar for the good of all. We ask these things in Jesus Name. Amen 1

2 Why Social Media Marketing is Effective for Catholic Schools Jennifer Trefelner Adjunct Consultant Catholic School Management 2016 SPRING WEBINAR SERIES About Today s Presentation -Social media can be a useful tool in marketing Catholic schools for image, enrollment, and resources. -Explore the two-way communication tools available through social media platforms including Facebook, Instagram, and Twitter, to reach your target audiences. -Enjoy understanding the strategies and framework which can be established to launch a successful social media plan for your school or organization. Goals for Today 1. Develop a working understanding of the considerations and data to include in a social media strategy 2. Review key social media tools on three specific sites 3. Identify and discuss how to reach and engage target markets 2

3 Social Media Facebook: Facebook is the largest online social network, with more than 1.59 billion users worldwide. Instagram: Instagram is an online, mobile, photosharing, video-sharing, and social networking service with 400 million current users. Twitter: Twitter is an online social networking and microblogging service with 320 million users that enables users to send and read short 140-character text messages, called "tweets." Pew Research Center, January 2015, Social Media Update 2014 Available at: 3

4 Online Adults = 81% of Adults Pew Research Center, January 2015, Social Media Update 2014 Available at: Marketing Defined Research Marketing is the process of researching, analyzing, planning, implementing, and controlling carefully formulated programs designed to bring about voluntary exchange relationships with specifically targeted audiences. Catholic Schools Can Be Marketed for: Research 4

5 Marketing Mantra The consistent delivery of the right message, to the right person, in the right way, at the right time. Marketing a Service Marketing is not only concerned with talking to the school s publics More importantly, service marketing is concerned with listening to those publics. When you are marketing a service you are marketing a relationship. Two-Way Communication It is reassuring to know that when you are marketing your Catholic school for image, enrollment, and resources, you can use social media as a two-way communication tool to reach your target audiences. After our session, you will be able to better understand the strategies and framework which can be established to launch a successful social media plan for your school or organization. 5

6 Review of Goals 1. Develop a working understanding of the considerations and data to include in a social media strategy 2. Review key social media tools on three specific sites 3. Identify and discuss how to reach and engage target markets #1 Goal: Develop a working understanding of the considerations and data to include in a social media strategy A. Research what your goals are for your social media plan. Do you want to drive traffic to your website, grow your followers, attract donors and increase attendance at an event? Once you have completed the research, plan how you will implement the strategies to fulfill measurable objectives for each of these goals. #1 Goal: Develop a working understanding of the considerations and data to include in a social media strategy B. Use the analytics built in to social media sites to understand your audience. - Take the time to review the insights that are provided through social media to learn when your audience is the most engaged, what content is the most viral, and which posts get the most traction. - Build on this success and modify the posts that are less engaging. 6

7 #1 Goal: Develop a working understanding of the considerations and data to include in a social media strategy C. Develop action plans to monitor your initiatives to reach your objectives and understand the growth of your sites after each campaign. - Remember that campaigns will vary across each social media site. #2 Goal: Review key social media tools on three specific sites A. Facebook: - Pages app - Tagging photos through your personal Facebook page - Linking your page to Twitter - Scheduling posts - Creating events - Tagging entities you are promoting 7

8 #2 Goal: Review key social media tools on three specific sites B. Instagram: - re-graming apps - Hashtags - Tag people on photos and in text #2 Goal: Review key social media tools on three specific sites C. Twitter: - TweetDeck - Direct Tweeting - Use of hashtags to find information #3 Goal: Identify and discuss how to reach and engage target markets A. Survey audiences you are trying to reach, asking them how they communicate and how they would like to receive information before developing a social media plan. - Developing specific campaigns to grow audience members is valuable. - Find ways to grow audience members by offering incentives that are valuable to your targeted market. 8

9 #3 Goal: Identify and discuss how to reach and engage target markets B. Learn best practices on how to create and utilize social media ambassadors to grow your brand. - Find trusted liaisons - Train them - Have them serve as your eyes, ears and megaphone - Check-in on a regular basis #3 Goal: Identify and discuss how to reach and engage target markets C. Understanding how to word posts to develop twoway communication strategies will be beneficial in understanding how to make posts engaging. - Callouts - Share photos and videos - Ask for feedback Create a Social Media Plan 1. Determine your marketing pillars; 2. Identify which social media tools you will use, the administrator, audience and frequency of posting; 3. Review your school calendar for re-active and related events/activities for posts; 4. Identify pro-active ways to showcase your marketing pillars through planned posts. 9

10 Social Media Plan Follow CSM Facebook: Catholic School Management Instagram: CatholicSchoolManagement Use a Hashtag: #CathSchoolMgmt Learn More To learn more about Catholic School Management s services and how they can help you devise a Social Media Plan. Call or office@catholicschoolmgmt.com Attend the Summer Certificate Program in Monterey, California, on June 27 - June 29 10

11 Learn More For Questions Regarding Social Media Marketing Contact: Maria Ribera at or

12 For the link to the handouts from today s webinar cbs.webinars@cbservices.org To sign up for any of our spring webinars: cbservices.org/educationalresources.php 2016 Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services. 12