Suzanne Kart, Cep, M.A. Associate Vice President, LERN

Day 4

Suzanne Kart, CeP, tag">M.A. Associate Vice President, LERN

#lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin What we can and can’t cover today

• We going to discuss where to start, what platforms you should, and what kind of information you should share on each platform. • We won’t have time to go into how to sign up for accounts, how to post, etc.

#lern14 @suzannekart @klynchmorin If you need help with how to sign up for social media accounts, etc… • All the platforms have tutorials and how‐to guides • Try Google • Try YouTube

#lern14 @suzannekart @klynchmorin One more thing to remember… • Most social media sites follow the same format to register

#lern14 @suzannekart @klynchmorin Lessons from Babcia

1. Never deny a hungry person food. 2. Always rinse the meat you get from the butcher 3. Do the best you can with the technology you have

#lern14 @suzannekart @klynchmorin Channel 2

#lern14 @suzannekart @klynchmorin How this applies to social media

• So maybe only Facebook makes sense to you right now. Do that. • Don’t try to do too much if you’re not ready. • But don’t not do anything, because you’re overwhelmed.

#lern14 @suzannekart @klynchmorin The goal of social media

• Engage our key constituents in a two‐way conversation. • Make them feel connected to our organizations so they want to continued the relationship.

#lern14 @suzannekart @klynchmorin It also helps with Search Engine Optimization (SEO) • People online are confused. If they have a question that we have the answer to, we want them to find us. • All search engines use social media signals (how current your content is, the frequency to which you get linked to) in their ranking processes • 78% of Internet users do product research online* • 89% of Americans search the Internet before making a purchase* • When they search for eMarketing for lifelong learning, I want them to find LERN.

* Inbound 2012, Gary #lern14 @suzannekart @klynchmorin Vaynerchuck And they do find LERN

#lern14 @suzannekart @klynchmorin The first rule of social media marketing

• It’s the same as the first rule of marketing – know your audience. • Therefore, all the platforms I discuss today may not be appropriate for your program, depending on who is your audience.

#lern14 @suzannekart @klynchmorin What platforms will we discuss today?

• Facebook • Twitter • LinkedIn • Pinterest • Instagram • Tumblr • YouTube

#lern14 @suzannekart @klynchmorin FACEBOOK

#lern14 @suzannekart @klynchmorin Facebook

• Overwhelmingly the most visited site. • Even my dad is on Facebook –and he’s 73

#lern14 @suzannekart @klynchmorin In fact my 85‐year‐old father in‐law is on Facebook Except he calls it “The Facemail”

#lern14 @suzannekart @klynchmorin Two ways to post to Facebook

• As an individual account – People agree to be your “friend” and you share information back and forth • As a fan page – You set up a page for your organization that people can “like.” – Those people will then receive updates from your fan page when you post there, but you will not see their information like a friend would.

#lern14 @suzannekart @klynchmorin For an organization, a fan page is best

#lern14 @suzannekart @klynchmorin There are lots of ways to get fans

#lern14 @suzannekart @klynchmorin Offer relevant content often

#lern14 @suzannekart @klynchmorin Post more than just text updates

• Links • Pictures • Videos • Make it fun and interesting • When someone comes to your page, you want them to see you’re offering great content – that’s why the will “like” you.

#lern14 @suzannekart @klynchmorin LERN’s Page

Survey

Article

Job opening

#lern14 @suzannekart @klynchmorin University of Washington Professional & Continuing Education

Interesting info on 150th anniversary

Article on job forecasting

Information on certificate programs #lern14 @suzannekart @klynchmorin Utah Valley Community Education

Info about an upcoming class

Job opening

Announcement

#lern14 @suzannekart @klynchmorin Hawaii Community College

• Posted pics of the first PV Design and Installation class. • Then put in a plug for the program for others who may want to take the course.

#lern14 @suzannekart @klynchmorin Using Video

#lern14 @suzannekart @klynchmorin Put a “Like Button” on your web site. • Use the version that includes thumbnails of friends, enables comments, and place it at the top and bottom of articles and near visual content like videos/graphics. • According to Facebook, websites that followed these best practices experienced 3‐5x greater click‐through rates on the Like Button.

#lern14 @suzannekart @klynchmorin Ask questions

• Status updates asking simple questions or encouraging a user to Like the story have 2‐3x the activity.

#lern14 @suzannekart @klynchmorin Career Step

• They asked fans to fill in the blank • I found Career Step through ______Fill in the blank with your story! • The result? 49 Comments!

#lern14 @suzannekart @klynchmorin Use Polls

#lern14 @suzannekart @klynchmorin Publish in the early morning

• Stories that are published in the early morning or just before bed have higher engagement.

#lern14 @suzannekart @klynchmorin Let fans post to your page

• You want to share your updates with fans, but you want to allow fans to share their thoughts, opinions, feedback, and even pictures and videos with you.

#lern14 @suzannekart @klynchmorin Salina Public Library posted this on LERN’s Facebook page

#lern14 @suzannekart @klynchmorin Comment on your fans posts

• If your fans have started posting on your wall and sharing pictures on your page, don’t ignore them. • Comment on what they’ve posted, even if it’s just a simple “Thanks for sharing!” or click of the like button. • Not only will it encourage them to post even more content, but new fans will see that you care about what your audience has to say, and they’ll start sharing content with you as well.

#lern14 @suzannekart @klynchmorin This was posted to the LERN page

#lern14 @suzannekart @klynchmorin Create a contest!

#lern14 @suzannekart @klynchmorin Two Most Popular Types of Contests

• Sweepstakes: The user fills out the form and is entered to win. • Photo Submission: The user snaps a photo (of whatever you determine) and sends it in via a contest app on Facebook. It can then be judged by you or voted on by others on Facebook. (Since you need ton be a fa to post to your wall, you’ll get more “likes.”)

#lern14 @suzannekart @klynchmorin Good prizes

• Sorry, a sweatshirt is not enough motivation.

#lern14 @suzannekart @klynchmorin Prezi Contest

• CREATE A PREZI Tell us about how you plan to use Prezi to teach and learn in your classroom. Inform us about your topic, and what makes you so excited about it. • POST YOUR PREZI on the PREZI FACEBOOK Just visit our page and click on the “Like” button at the top. Then submit your prezi on the “Contests” tab at Left. • TELL THE WORLD The Prezi with the most “Likes” on Facebook wins; So get the word out about your Prezi! • WIN! Grand Prize: Wins a new iPad with the Prezi Viewer iPad app. 3 Runners‐up: Win free Prezi Pro Accounts

#lern14 @suzannekart @klynchmorin Offer Exclusive Discounts, Coupons and Content

• You can use third‐party apps to create welcome pages that only current fans can see. • You can offer discounts, coupons, whatever, on those welcome pages and only your fans will be able to access them.

#lern14 @suzannekart @klynchmorin Facebook ads

#lern14 @suzannekart @klynchmorin 10 days is a good length

#lern14 @suzannekart @klynchmorin Invite your email list

• Email benchmarks – Open rate – 20% – Click through rate –of those who open the email, you want 10‐20% to click through • If you have a list of 1,000 emails – 200 open your email – 40 click through and “like” you

#lern14 @suzannekart @klynchmorin Put your address in your email signature

#lern14 @suzannekart @klynchmorin Put a button on all your ePromos

• 17 people who clicked the Facebook link on this email • We did nothing more to encourage them than put a button in the email • This button is in EVERY email we send out

#lern14 @suzannekart @klynchmorin Some fun things we shared this year to promote the conference • Memes! – Those funny pictures we all love to “share” on Facebook and other social media sites.

#lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin TWITTER

#lern14 @suzannekart @klynchmorin Need to take a minute …

• I’m going to do a brief overview of exactly what Twitter is first and then we’ll be covering: – Creating interesting messages – Doing research on Twitter – Integrating Twitter with publicity – Tagging – Developing relationships in the Twitterverse – Getting retweeted – Creating and editing lists – Getting others to share your lists – Getting listed yourself.

#lern14 @suzannekart @klynchmorin Twitter

• Twitter is a micro‐blogging social networking tool where you can post short messages (no more than 140 characters). • A lot of prominent people are using Twitter, from Karl Rove to the CEO of Zappos, and they offer quick, punchy updates about anything they happen to be doing or thinking about – from politics to their daily trips to Starbucks.

#lern14 @suzannekart @klynchmorin The key is not to push content, but to engage people

#lern14 @suzannekart @klynchmorin How do we use it?

• People have to be a “follower” to receive your tweets. • You also need to start following others to receive their tweets.

#lern14 @suzannekart @klynchmorin Twitter is a broadcast medium with a reply function • We don’t use it like Facebook

#lern14 @suzannekart @klynchmorin Twitter is a pull communication

• Good way to give people a heads up on something new • Make it worth someone’s time to “follow” you, don’t oversell, update.

#lern14 @suzannekart @klynchmorin How do I get people to follow me?

#lern14 @suzannekart @klynchmorin Add a link to your Twitter page on your email signature (i.e. Follow me on Twitter!)

#lern14 @suzannekart @klynchmorin Add a link to your web page

#lern14 @suzannekart @klynchmorin Start following other people

#lern14 @suzannekart @klynchmorin One more way • Write interesting tweets that others will “retweet” • Example: – Original Tweet: • LernUpdates: Join us for a Twitter webinar. Info at www.lern.org – Retweet: • SuzanneKart: RT @LernUpdates Join us for a Twitter webinar. Info at www.lern.org • By putting @LernUpdates in the retweet, all SuzanneKart followers know where to find the LernUpdates feed.

#lern14 @suzannekart @klynchmorin The science of retweeting

• Highly followed accounts that tweet a lot of links (1K+ followers) are most effective at getting retweeted. • If 60‐80% of your tweets include links, you will get more followers and retweets. • The more you reply to tweets, the less you get retweeted. • Including “Please Retweet” in your tweet results in 4X more retweets. • Retweets spike between 4 and 5 p.m. ET • Saturday and Sunday are the days that get the most retweets.

#lern14 @suzannekart @klynchmorin What should I be tweeting about?

• You can’t just push your sales message, because your followers will stop following you. • You can tweet sales messages, as long as you tweet other information, too – information that’s of interest to your followers: – Articles • Do not need to worry about legal issues – Retweets – Announcements – Information about people involved in your program – Tweets about new blog posts

#lern14 @suzannekart @klynchmorin Announcement

Info about a member

Retweet

Article

#lern14 @suzannekart @klynchmorin Can I get my Twitter updates to automatically show up on other social networks like Facebook & LinkedIn?

• Hootsuite.com • Applications within the other social networks

#lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin How do I let my current visitors know we’re on Twitter? • Put a widget on your website

#lern14 @suzannekart @klynchmorin Widgets link gives you choices and easy directions

#lern14 @suzannekart @klynchmorin Who should tweet for your organization? • It’s fine if everyone in your organization tweets, but there should be only one tweeter that handles your organizational feed.

#lern14 @suzannekart @klynchmorin How often do you need to tweet?

• An organizational Twitter feed doesn’t need to be updated as often as an individual. • For individuals – aim for daily (3‐5 times) • For organizational feed – aim for 3‐5 times a week.

#lern14 @suzannekart @klynchmorin TAGGING AND HASH TAGS

#lern14 @suzannekart @klynchmorin What’s the difference?

#lern14 @suzannekart @klynchmorin Tagging

• Refers to using the @ symbol to reference people in our tweets. • You get a notice from Twitter when someone tags you. • “You should have attended the Twitter session presented by @suzannekart” • When you click on @suzannekart, it takes you to Suzanne Kart’s Twitter feed.

#lern14 @suzannekart @klynchmorin Hashtags

• Similar to tags, but you use the # to aggregate/group tweets together. • Great for conferences and events. • “You should have attended the #lern13 conference. It was fun.” • When you click on #lern13, you see what everyone who tweeted about the conference with that hashtag has said.

#lern14 @suzannekart @klynchmorin What not to do

• To connect unrelated topics –the result could mean loss of followers and hate mail. • For instance: “If you think #911 was big, you should check out the #LERN2011 conference”

#lern14 @suzannekart @klynchmorin Why even bother with tags and hashtags? • Tagging people & sharing content keeps you relevant.

#lern14 @suzannekart @klynchmorin It establishes you as a messenger of information

#lern14 @suzannekart @klynchmorin It establishes you as an expert on a particular subject

#lern14 @suzannekart @klynchmorin It establishes you as someone who influences others

• Websites like Klout.com gauge the influence you have by monitoring things like how active you are and how much you’ve been tagged on Twitter

#lern14 @suzannekart @klynchmorin What exactly is Klout?

• The Klout Score measures influence based on your ability to drive action. • Every time you create content or engage you influence others. • The Klout Score uses data from social networks in order to measure: – How many people you influence (True Reach) – How much you influence them (Amplification) – How influential they are (Network Score)

#lern14 @suzannekart @klynchmorin What’s better –tagging or direct messaging? • Definitely tagging • DM is now often seen as spam

#lern14 @suzannekart @klynchmorin Tagging versus DM

• Tagging someone show the Twitter ID to more people • DMing someone just puts spam in their inbox • Unless you ACTUALLY know someone and/or have talked prior, don’t bother with DM – especially with things like “Thanks for following @SuzanneKart. You should check out my Facebook fan page, too.” • The result is often that the person will “un” follow you.

#lern14 @suzannekart @klynchmorin A few more tips to remember

• If you want to develop relationships on Twitter, read other tweets, retweet good content, tweet good content, and stay on top of keywords and interests you follow. • If you want to get retweeted, you do the same

#lern14 @suzannekart @klynchmorin Using lists in Twitter

#lern14 @suzannekart @klynchmorin What are Twitter lists

• Twitter lists are a way to organize others into groups. • When you click to view a list, you’ll see a stream of tweets from all the users included in that group.

#lern14 @suzannekart @klynchmorin What can lists do for you?

• Boost your online presence among the most engaged users. • Brand you as an expert. • Associate your Twitter feed with other experts. • Get you more followers

#lern14 @suzannekart @klynchmorin Example

#lern14 @suzannekart @klynchmorin A list I created

#lern14 @suzannekart @klynchmorin List for #LERN13 conference

twitter.com/LERNUpdates/lern13

#lern14 @suzannekart @klynchmorin See what lists people are on

#lern14 @suzannekart @klynchmorin Want someone to put you on their list? • Just ask! Most people are happy to accommodate.

#lern14 @suzannekart @klynchmorin Using Twitter as a networking tool

#lern14 @suzannekart @klynchmorin How do you use it to network?

• To connect with people with similar interests • To find other professionals • To connect without being “friends.”

#lern14 @suzannekart @klynchmorin Twitter versus Facebook

• Facebook is a more personal place. • Facebook is a neighborhood, while Twitter is “downtown.”

#lern14 @suzannekart @klynchmorin Personal branding

• Share interesting information • Respond to questions • Retweeting

#lern14 @suzannekart @klynchmorin Always include a link!

BAD: “Check out our conference brochure” (How?) GOOD: “Check out the latest on the California wildfires http://bit.ly/cali234”

#lern14 @suzannekart @klynchmorin Creating a quality list

• Quality is better than quantity when you are trying to brand yourself • Block spammers • If someone RTs your content, consider following them.

#lern14 @suzannekart @klynchmorin Twitter

• Twitter is a form of micro blogging. People – or programs –sign up and are able to follow the posts of other users. • Users post updates that are 140 characters (Which comes to about 2‐3 sentences).

#lern14 @suzannekart @klynchmorin Twitter is a broadcast medium with a reply function • People can use Twitter just to update friends about their day –or Twitter can be used to send business, political or other information to people who want to hear from you. • You can’t just push your sales message, because your followers will stop following you. You can tweet sales messages, as long as you tweet other information, too –information that’s of interest to your followers.

#lern14 @suzannekart @klynchmorin Here are some ideas for using Twitter:

• Articles • Retweets • Announcements • Information about people involved in your program • Tweets about new blog posts

#lern14 @suzannekart @klynchmorin LINKEDIN

#lern14 @suzannekart @klynchmorin LinkedIn

• LinkedIn is a business‐oriented social networking site that is used by millions of professionals. • It’s not only a place to post a job or a resume, but also to start discussions, join groups of people who are interested in a specific topic, and share information.

#lern14 @suzannekart @klynchmorin Other ways you can use LinkedIn

• To promote your blog. • To stream your Twitter feed. • Update the status of your recent work. • Research prospects –or even potential employees. • Share articles with your connections.

#lern14 @suzannekart @klynchmorin Here’s what a LinkedIn news feed looks like

#lern14 @suzannekart @klynchmorin Here’s a group in LinkedIn

#lern14 @suzannekart @klynchmorin Pinterest, Tumblr, Instagram

#lern14 @suzannekart @klynchmorin The Power of Visuals

#lern14 @suzannekart @klynchmorin WHY PUT EFFORT INTO VISUAL SOCIAL MEDIA?

#lern14 @suzannekart @klynchmorin Which would you share, like or repost?

• Two Cats on a cat tree

#lern14 @suzannekart @klynchmorin Which would you share, like or repost?

#lern14 @suzannekart @klynchmorin • Posts with photos get more engagement than posts with text only Think about the goals of • Publishers that feature social media overall: infographics grow traffic ‐ To engage your key constituents in a two‐way conversation. 12 percent faster than ‐ To make people feel connected to your publishers that don't organization so they want to continue the relationship. (http://bit.ly/1dtmCjj) • Posts with videos will attract almost three‐times more inbound links than a plain text post #lern14 @suzannekart @klynchmorin (http://bit.ly/1hlVtT6) Social Media helps increase your SEO ranking • People online are confused. If they have a question that we have the answer to, we want them to find us. • 78% of Internet users do product research online ‐ Inbound 2012, Gary Vaynerchuck • 89% of Americans search the Internet before making a purchase ‐ Inbound 2012, Gary Vaynerchuck • Google indexes your social media pages • All search engines use social media signals (how current your content is, the frequency to which you get linked to) in their ranking processes –more activity, more shares can lead to higher rankings

#lern14 @suzannekart @klynchmorin And, Visuals Get Reactions

• Visuals are processed by the brain 60,000‐ times faster than text! (3M Corp. http://bit.ly/18WBYLA)

#lern14 @suzannekart @klynchmorin The Platforms • Pinterest: – Virtual Pinboards organized by theme, topic – Focus on Making life better, tastier, easier and more beautiful – Most popular board categories include travel, home, inspiration, crafts, food and humor – Fastest growing social media platform on the web • Tumblr: – Shareable photos and videos, Wow‐factor – Micro blogging site – Niche‐based • Instagram: o– Phot and video sharing app – Fun photos, community‐focused – Engaging

#lern14 @suzannekart @klynchmorin The Platforms Demographics and facts

• Pinterest: – 68.2 percent of users are female – comScore – 50 percent of users have children – comScore – 27.4 percent of users are 25 to 34, 22.1 percent are 35 to 44 and 17.9 percent of users are 45 to 54 – Inc. – Dominated by tablet users – Business Insider – Refers more outside traffic to websites than Twitter – Inc. – Refers more outside traffic to websites than Google+, LinkedIn and YouTube combined ‐ comScore • Tumblr: – 46 percent of Tumblr users are between the ages of 16 and 24 – Business Insider – Only 8 percent of its users have an income of $75,000 or more – Business Insider – 54 percent sof user are female, 46 percent are male – Wishpond – 48 percent of users have a college education ‐ Wishpond

#lern14 @suzannekart @klynchmorin The Platforms Demographics and Fun Facts

• Instagram: – Growing faster than Facebook did when it was first launched – Inc. – 68 percent of users are female ‐ Business Insider – 18 percent of cellphone owners ages 18 and older use Instagram – Pew – 43 percent of users are between the ages of 18 and 29, 18 percent of users are between the ages of 30 and 49, 6 percent are between the ages of 50 and 64, and 2 percent are 65 and older

#lern14 @suzannekart @klynchmorin Pinterest

• Currently has more than 70 million users

#lern14 @suzannekart @klynchmorin Pinterest • Highlight student photography • Showcase projects • Create a board for a special event • Pin quotes from authors whose materials are used in your course • Pin relevant infographics • Add students, instructors and others as contributors to boards • If you offer educational trips, pin photos of the next location and include information in the caption on the things you can do there • Highlight different destinations

#lern14 @suzannekart @klynchmorin Getting Started

• Create a Pinterest for Business account – https://www.pinterest.com/business/create/ – Or, convert your program’s existing account – Verify your website (you may need the help of IT or your web developer)

#lern14 @suzannekart @klynchmorin Pinterest

• Make your profile eye‐catching by choosing a photo people will associate with your program – Profile images look best at 160x165 pixels. – Include a description of your program. • Create and organize boards – Be creative but give your boards names that make sense to people. – Make sure your boards have enough pins. No fewer than 10 is a good rule of thumb. If you have less, consider merging boards. – Choose the best cover for the board.

#lern14 @suzannekart @klynchmorin Pinterest • Start Pinning – Pin at least once per day – Check to make sure links go where you intend (i.e. the registration page, outside website, etc.) – Pin your own content, and the content of others (we will discuss this more later on) – Include a detailed description • Keywords are key. Names, locations, activities, etc.

#lern14 @suzannekart @klynchmorin Pinterest • Engage and Interact – Follow others – Favorite and repin posts from others – Create Group Boards and invite others to pin • Great for project planning, events, promotion, contests • Helps to boost your following –If someone follows a person who is a contributor on one of your boards, they will follow your board, too. • Helps to push your content to more people through repins. • Helps to keep your boards active.

#lern14 @suzannekart @klynchmorin Tumblr

• Has more than 110 million users • Half of all posts on Tumblr are images • Has a great Ask Me Anything feature that encourages engagement • Video intros to blog posts, new courses or other events • Can be linked with your Instagram account for easy sharing and cross‐posting • Great for Memes, Quotes and Vine Videos • Great if you don’t have a blog on your main website

#lern14 @suzannekart @klynchmorin Tumblr • Interactive

#lern14 @suzannekart @klynchmorin Getting Started

• Sign up (it takes 30 seconds) – Use an email and username that is associated with your program – Your username is what people will see with each post • Start posting – There are seven different types of posts on Tumblr

#lern14 @suzannekart @klynchmorin Tumblr

• Treat it like a blog – Try to focus on only one idea or theme per post – Make sure your description or caption includes keywords that are relevant and easily searchable • Like and reblog others’ content – Cite sources if you don’t reblog directly within Tumblr – Create posts around relevant articles – industry news, trends, etc. • Use it as a place to answer frequently asked questions, showcase tutorials, or teach about a subject • Repurpose your most popular Pinterest pins on this platform • Integrate your Instagram and use it to feed Tumblr – Tackle two platforms with the effort it takes for one!

#lern14 @suzannekart @klynchmorin Instagram

• A photo‐sharing app with about 150 million monthly users • You don’t have to be a professional photographer to do well • Great for posting photos to Facebook, Tumblr, Pinterest and Twitter • Because it’s an app, it is best when used as a supplement to other platforms • Now has video capabilities

#lern14 @suzannekart @klynchmorin Instagram

• Great for sharing events and encouraging others to engage with you #hashtags again • Use it to take customers “behind the scenes” whether it’s showing them catalog production, a new site, or whatever else you can give them that is exclusive content • And, bonus points for whenever you can get photos of eanimals, cut babies or the like

#lern14 @suzannekart @klynchmorin Getting Started

• Download the app on your iPhone or Android device and sign up – Again, use an email address and username that’s associated with your program – Even if you are sharing your Instagram photos on other platforms, most of the work will be done through your smartphone

#lern14 @suzannekart @klynchmorin Getting Started

– Connect your program’s Facebook and Twitter pages • Go to your Instagram profile • For Androids tap • For iPhones tap • Tap Share Settings and then select Facebook • Use your login info for the platform you select • Once you’ve connected, return to the ‘Share Settings’ and tap Facebook • Tap ‘Share To’ • Tap ‘Ok’ – Same rules apply for Twitter

#lern14 @suzannekart @klynchmorin Drive Traffic to your website or blog

• You can use all three platforms to drive traffic to your blog or main website – For Pinterest: Pin an article directly from your blog (even if that blog is on Tumblr) – For Instagram: Take a photo of the subject matter (instructor, current course, etc.) and include in the description a URL to the post, registration page, or wherever it is you want people to go – For Tumblr: Use the Instagram technique or Create a short video using Instagram or Vine as an intro to the blog post, course, event, etc. and include the link

#lern14 @suzannekart @klynchmorin Best practices for all three • Have a plan –What do you want to accomplish on these platforms? Increase awareness, get more registrations, or position yourself as the authority? • Set posting goals –If daily isn’t doable, aim for several times per week • Don’t go too long without a post, pin or some other action • Follow people and businesses from your other social media platforms • Like, comment and share photos, pins and posts that are relevant. You can’t exist in a bubble all by yourself.

#lern14 @suzannekart @klynchmorin Best practices for all three • Optimize your profiles. Your program name isn’t enough. Include all the information customers need to find you and register/sign up/etc. – Program/Business Name – Website – Phone number, physical address & email address • Optimize descriptions and captions with keywords –that means specific names, places, etc. • Link your other accounts. Facebook and Twitter are key. • Even though you don’t have to be an expert photographer, designer or videographer – quality does matter. • Use #hashtags! They can get you more exposure

#lern14 @suzannekart @klynchmorin What is a Meme?

 A thing, person, animal or idea that spreads from person to person via the Internet

 Helps create buzz around an event or product

 Easy, cost‐effective and self‐deprecating

#lern14 @suzannekart @klynchmorin What are infographics?

• Visual representations of information, statistics, data or otherwise • They make large or cumbersome topics easier to understand • They are fun to look at • They can be applied to a wide variety of topics

#lern14 @suzannekart @klynchmorin What are infographics?

#lern14 @suzannekart @klynchmorin What is a hashtag?

• A hashtag is a word or unspaced phrase prefixed with a hash (#) symbol • Used to identify messages, posts, pins, etc. on a specific topic and tie them together • Should be specific AND unique • Don’t use too many hashtags in a single post • Capitalization doesn’t matter • Create a single, simple hashtag for your overall program and stick with it but use others when appropriate • Some fun hashtags to try: #tbt (Throw Back Thursday), #SOTuesday (Shout Out Tuesday)

#lern14 @suzannekart @klynchmorin Hashtags on Pinterest

• Clickable within the pin’s description, and pulls up other pins with the same #hashtag • Often used for contests • Promote hashtags for events, contests, etc. on Facebook and Twitter, and on printed materials • Can help you to find new people to follow and connect with • Especially important if your accounts are linked since hashtags now work on all platforms

#lern14 @suzannekart @klynchmorin Hashtags on Pinterest #learning

#lern14 @suzannekart @klynchmorin Hashtags on Instagram

• If your posts are set to public, you can add tags to photos and videos that will make them appear on public tag pages • If you want to tag a post you’ve already uploaded, just include your hashtag in a comment on your video or photo • Adding hashtags to your photos is a great way to find new followers and pushes your content to a wider audience • Have a set hashtag for your program, and create unique hashtags for events, workshops, etc. • Promote hashtags for events, contests, etc. on Facebook and Twitter, and on printed materials

#lern14 @suzannekart @klynchmorin Hashtags on Instagram

#lern14 @suzannekart @klynchmorin Hashtags on Tumblr

• Tags make it easier for readers to find posts about topics that interest them • Tumblr has a specific box for tags but you can also use tags in your text

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#lern14 @suzannekart @klynchmorin Hashtags on Tumblr #continuingeducation

#lern14 @suzannekart @klynchmorin PINTEREST EXAMPLES

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples American Society of Civil Engineers

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples A board for a special event

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Relevant, shareable content

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Kirkwood Community College

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Great use of a related infographic

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Study Aboard –Useful Content

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Seattle Parks Foundation

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Tips and opportunities

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Just parks –for every occasion

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Columbus State Continuing Ed.

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Catering to their audience

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Northside Adult & Community Ed

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples Distinguish your program as the expert

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples If you offer a cooking class –start Pinning!

#lern14 @suzannekart @klynchmorin Some Great Pinterest Examples LERN Institutes

#lern14 @suzannekart @klynchmorin INSTAGRAM EXAMPLES

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples U.S. Department of the Interior

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples #hashtags, events, reblogging

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Tidewater Community College

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Perfect contest example

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Scottsdale Community College

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Showcase an event/fundraiser

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Northwest Community College

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Encourage engagement

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples My personal favorite – Biddy!

#lern14 @suzannekart @klynchmorin Some Great Instagram Examples Biddy has 256,561 followers

#lern14 @suzannekart @klynchmorin TUMBLR EXAMPLES

#lern14 @suzannekart @klynchmorin Great Tumblr Examples Making it Understandable

#lern14 @suzannekart @klynchmorin Great Tumblr Examples Continuing Ed. Minneapolis College of Art and Design

#lern14 @suzannekart @klynchmorin Great Tumblr Examples Purchase College

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Directing visitors to register

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Use one event to promote another

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples International Center of Photography

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Promote an upcoming workshop or event

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Point people to your website

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Pacific Northwest National Scenic Trail

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples Reblogging – People love old photos #tbt

#lern14 @suzannekart @klynchmorin Some Great Tumblr Examples We Build the City

#lern14 @suzannekart @klynchmorin Don’t Panic! Just Do What You Can. • You absolutely do not have to pin only original content In fact, social media experts recommend a 2‐to‐1 ratio: For every piece of original content you Pin, Post or Instagram, you should be sharing two pieces of content from other sources.

#lern14 @suzannekart @klynchmorin It’s OK to reblog other people’s stuff. I promise.

• Just remember to always: – Share content but give credit. – Mention the source in the caption, description or title and link back to the original website. – If you are quoting someone, use quotes! And say who the quote came from. – Pinterest, Tumblr and Instagram make it easy with Pin and Repin, reblogging and share buttons available on all three. And many websites now have Pin options.

#lern14 @suzannekart @klynchmorin Don’t Panic! Just Do What You Can. • You absolutely do not have to sign up for all three platforms – Find out where you audience is spending their time, either by survey or demographics –Pinterestdraws more women, while Tumblr attracts a younger audience –and invest your time and effort there first. Once you feel comfortable, add another trick to the mix. – If you are already on Facebook and Twitter, Instagram is a great place to start because you can easily cross‐ post your content to all platforms

#lern14 @suzannekart @klynchmorin Don’t Panic! Just Do What You Can. • You absolutely DO have to let your customers know where to find you – You can’t let your Tumblr or Pinterest pages live alone in a bubble, and you can’t take photos with Instagram and not share them. Promote your efforts on: – Facebook – Twitter – Your own website – Your brochure/catalog

#lern14 @suzannekart @klynchmorin This does not replace your print brochure • LERN members report that 70 percent of their registrations still come from their print brochures • Use your print materials to promote and support your online efforts and vice versa • IF you are feeling pressure to eliminate your print brochure, send an email to [email protected] for a report on Why You Cannot Eliminate Your Print Brochure

#lern14 @suzannekart @klynchmorin A few things that might help

• Five free infographic templates (http://bit.ly/1e060hf) • 20 apps to get the most from Instagram (http://bit.ly/1iWJ5cD) • Pinspiration: 10 most followed people on Pinterest (http://on.mash.to/1eGstTb) • Infogr.am – to create infographics (http://infogr.am/) • Meme generator (http://bit.ly/KDADQY) • Quozio ‐ Turn quotes into images (http://quozio.com/) • Image Chef –for word mosaics (http://bit.ly/1a83sP9) • Tips for taking a better photo with your phone (http://bit.ly/1dgMJXl) • Smartphone video guide (http://bit.ly/1ev3wYM) • Vine and Vine how‐tos (http://bit.ly/1a9RGjY)

#lern14 @suzannekart @klynchmorin A few things that might help

• Pixlr – desktop and mobile photo editing (http://pixlr.com/) • Fotor – a free desktop photo editor (www.fotor.com) • Picmonkey – free online photo editing (http://www.picmonkey.com/) • Photovisi ‐ desktop photo collages (http://www.photovisi.com/) • Picstitch – mobile collage app (http://bit.ly/1eDzMc0) • Slideshare – make text‐based content more visual (http://www.slideshare.net/) • Wordle – create word clouds (http://www.wordle.net/)

#lern14 @suzannekart @klynchmorin Even more ideas • Pinterest: – Surveys –Pin potential new courses, seminars, locations for events, etc. and track likes and repins – Make posts Calls to Action –most people on Pinterest looking for tips, tricks, etc. so include action words in descriptions and links where people can find more information • Tumblr: – Photo stories ‐ A class project, case study, construction project or anything else that warrants check‐ins and multiple photos & videos – Introduce your staff, instructors, students or other key people – Show former students –where are they now? Link to the program, course, etc. they took – Share accomplishments –awards ceremonies, first days, anything • Instagram: – Close‐ups –Have one each week and encourage people to guess what the photo is – Solicit Photos –Promote a unique hashtag on other social media and in print to get photos for your next brochure, your website or something else

#lern14 @suzannekart @klynchmorin YOUTUBE

#lern14 @suzannekart @klynchmorin YouTube

• More than 75% of American adults watch videos on YouTube. According to the YouTube website, their traffic is as follows: – Over 800 million unique users visit YouTube each month – Over 3 billion hours of video are watched each month on YouTube – 72 hours of video are uploaded to YouTube every minute – 70% of YouTube traffic comes from outside the US – YouTube is localized in 43 countries and across 60 languages – In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth

#lern14 @suzannekart @klynchmorin A credible search engine

• YouTube is now also a credible search engine where people are both searching for and uploading content. • As a marketing tool, it’s a great format to highlight case studies as well as showing your audience the kind of products and services you’re offering.

#lern14 @suzannekart @klynchmorin Content

• There are many types of content that can be shared on YouTube including: – Webinars – Invitations to events (think movie trailers for your event) – Clips of your presenters and instructors

#lern14 @suzannekart @klynchmorin #lern14 @suzannekart @klynchmorin It’s also where the kids are …

• Meet Isabela Kart • She prefers YouTube to TV • She has taught herself video production first by watching YouTube tutorials, then by uploading her own videos to her own YouTube channel.

#lern14 @suzannekart @klynchmorin Here’s Isabela’s YouTube channel

#lern14 @suzannekart @klynchmorin The marketing implications of Isabela’s YouTube usage • People born into the information age use the Internet to seek out information, to figure out how to do things, and to interact. • Isabela may be 11, but in 10 years she’ll be 21. She’s already a lifelong learner, so if she’s not in your target audience now (i.e. Kids College), she will be in 10 years. • And she’s very typical for a girl her age.

#lern14 @suzannekart @klynchmorin One more thing to learn from Isabela

• As adults, we often fear sharing content because we grew up in a world where: – Using other people’s content was called plagiarizing. – We could be accused of cheating on term papers for simply not citing a reference correctly. – There was no Internet for us to publish our own work on.

#lern14 @suzannekart @klynchmorin One of the most frequent questions I get on social media is will I get in trouble for sharing content online.

• I’m going to allow Isabela to answer this one

#lern14 @suzannekart @klynchmorin The lessons we learn from Isabela

• Credit the creator of the content • Link to the original source when you can • Maroon 5 is the best band ever.

#lern14 @suzannekart @klynchmorin I also noticed there was a family resemblance

Look at those cheeks!

#lern14 @suzannekart @klynchmorin Questions?

#lern14 @suzannekart @klynchmorin Thank you!

• Suzanne Kart • [email protected] • Connect with via social media at suzannekart.com

• Kathryn Will • [email protected]

#lern14 @suzannekart @klynchmorin