Day 4 Suzanne Kart, CeP, 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.