Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media...

52
+ Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions

Transcript of Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media...

Page 1: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+

Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions

Page 2: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing
Page 3: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Learning Keys Myths vs. Reality Understand the Channels of Social Media Narcissism vs. Servant’s Heart Automation Authenticity

Caylor-Solutions.com | 317-985-7375 3

Page 4: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 4

Page 5: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Myth vs. Reality What Social Media is and What it is Not

Caylor-Solutions.com | 317-985-7375 5

Page 6: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 6

Page 7: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 7

Page 8: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 8

Page 9: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+The number one benefit of social media marketing is generating more business exposure (85%), followed by increasing traffic (69%) and providing marketplace insight (65%)

Caylor-Solutions.com | 317-985-7375 9

http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf

Page 10: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing 2012)

Caylor-Solutions.com | 317-985-7375 10

http://www.slideshare.net/HubSpot/the-2012-state-of-inbound-marketing-webinar

Page 11: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

11

Page 12: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Who is on Social Media?

Caylor-Solutions.com | 317-985-7375

12

Page 13: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Teens on Social Media?

Caylor-Solutions.com | 317-985-7375

13

Page 14: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Teens on Social Media?

Caylor-Solutions.com | 317-985-7375

14

Page 15: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Take Away & Real World Example

Social media has matured over time and is now a crucial and expected part of your enrollment strategy.

With a smart strategy, social media can engage prospects with conversation, answers to their questions, and opportunities to convert to leads.

Caylor-Solutions.com | 317-985-7375

15

Page 16: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Tweets, Hashtags and Pins, Oh My… Understanding the Channels of Social Media

Caylor-Solutions.com | 317-985-7375 16

Page 17: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 17

Page 18: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Facebook

n  “Grand Daddy” of Social Media

n  “Grand Central Station”

n  Trending to older generations (not youth centric)

n  Promoted Content Through Feeds

n  Company Pages vs. Individuals

Caylor-Solutions.com | 317-985-7375

18

Page 19: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Twitter

n  Steady Growth

n  “Mighty River”

n  Trending to younger, business

n  Promoted Content Through Sponsored Tweets

n  Hashtags

Caylor-Solutions.com | 317-985-7375

19

Page 20: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+LinkedIn

n  Business Focused, 2003

n  “Water Cooler”

n  Strategic Growth into Youth Market

n  Promoted Content Through Sponsored Ads

n  Groups is unique key

Caylor-Solutions.com | 317-985-7375

20

Page 21: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Instagram

n  Photo focused

n  “Look at This”

n  Youth Focused

n  Promoted Content Through Sponsored Posts

n  Hashtags, Photos, Videos, Entertainment

Caylor-Solutions.com | 317-985-7375

21

Page 22: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Pinterest

n  Visual Focus, Lifestyle

n  “Collections and Save”

n  Women dominant

n  Promoted content through sponsored pins

n  Visual, how-to’s, tips, tricks

Caylor-Solutions.com | 317-985-7375

22

Page 23: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+YouTube

n  Videos

n  “Watch and Research”

n  Teens that use: 82% (teenagers frequent YouTube 14% more than Facebook. That is nearly double the frequency of ITunes, Instagram, and Twitter.)

n  Millennials: 72%

n  Average time on YouTube per mobile session: 40 minutes

Caylor-Solutions.com | 317-985-7375

23

Page 24: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Take Away & Real World Example

Social media networks have their own unique demographic makeup; every network is unique. Your strategy and plan must take this into account and design your communications to leverage different networks for your audiences.

Caylor-Solutions.com | 317-985-7375

24

Page 25: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Narcissism vs. Servant’s Heart Using social media to be helpful.

Caylor-Solutions.com | 317-985-7375 25

Page 26: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 26

Page 27: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+What if instead of trying to be amazing you just focused on being useful? What if you decided to inform, rather than promote?

Caylor-Solutions.com | 317-985-7375 27

Jay Baer, Youtility

Page 28: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+“Friend-of-mine awareness”

Caylor-Solutions.com | 317-985-7375 28

Jay Baer, Youtility

Page 29: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Content

Caylor-Solutions.com | 317-985-7375

29

Page 30: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Original Content

Answers to Questions

Current Promotional Content

20% Total of Social Media Shares

Caylor-Solutions.com | 317-985-7375

30

Page 31: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Curated Content

Answer the Questions

From Other Sources and Useful Information

80% of Content

Caylor-Solutions.com | 317-985-7375

31

Page 32: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Take Away & Real World Example

Social media is the perfect way to be a servant to your prospective students and parents. Your institution intrinsically has information that they need to understand and make a wise education choice.

Be a servant rather than a promoter.

Caylor-Solutions.com | 317-985-7375

32

Page 33: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Automation Work Smarter, Not Harder.

Caylor-Solutions.com | 317-985-7375 33

Page 34: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing
Page 35: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Automate the Mundane Cultivate Relationships

Caylor-Solutions.com | 317-985-7375

35

Page 36: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Automation

n  Use tools to post automatically n  Hootsuite

n  Buffer / Feedly

n  CoSchedule

n  Use tools to notify you n  Settings in all networks to send email, text messages, etc.

n  Listening Tools n  Tweet Deck

Caylor-Solutions.com | 317-985-7375

36

Page 37: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+My Process

n  Feedly: Content Sources

n  Scheduled Curated Content n  Buffer: Twitter, Facebook (Personal, Pages), Pinterest, LinkedIn

(Personal, Company, Groups), Google+ n  Hootsuite or Latergram.me: Instagram

n  CoSchedule: Scheduled Original Content

n  Google UTM Builder: Traceable Links

n  Hashtagify.me: Hashtag Research

n  Zapier: Record Tweets into Evernote

Caylor-Solutions.com | 317-985-7375

37

Page 38: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Take Away:

Use automation to focus your time where most valuable: relationships.

Use cloud-based tools to set up integrations to automate as much of social media as possible and focus on replies and community building.

Caylor-Solutions.com | 317-985-7375

38

Page 39: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Authenticity Be Yourself

Caylor-Solutions.com | 317-985-7375 39

Page 40: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+“I was told I needed to be “more hip” when I use social media. Is that true?”

Caylor-Solutions.com | 317-985-7375 40

Page 41: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+The first is authenticity; one of the most important elements to truly connecting with these teen audiences. You are entering their world… And they can smell a fraud from a mile away.

Caylor-Solutions.com | 317-985-7375 41

http://www.mediapost.com/publications/article/257640/two-must-haves-for-effective-teen-marketing.html

Page 42: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Best Practice: Social Media

All Networks

n  Courtesy

n  Conversation

n  Respond to Comments

n  Headlines

n  Images & Videos

n  Automation

n  Tweets with images result in a 55% increase in leads

n  Photos generate 53% more likes and 104% more comments than text posts on Facebook

n  More people access Facebook from a mobile device than a desktop – 751 million monthly active users

n  55% of Pinterest users have engaged with retailers and brands via Pinterest

n  Google+: Fastest growing demographic is 45-54 years old

Caylor-Solutions.com | 317-985-7375

42

Page 43: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Resources

#Follow the Leader

The Art & Science of Social Media

YOUtility

Caylor-Solutions.com | 317-985-7375

43

Page 44: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Take Away:

Prospective students want to understand themselves within the context of your school.

Your website is the perfect medium to provide authenticity and engagement so students can use emotive and lifestyle photography to put themselves in context.

Caylor-Solutions.com | 317-985-7375

44

Page 45: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 45

Page 46: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Next Steps

1.  Develop a Strategy

2.  Automate Notifications & Postings

3.  Answer the Questions through Content

Caylor-Solutions.com | 317-985-7375

46

Page 47: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+To Do Number 1: Strategy

Work on Strategy:

Audience? What Channels? Content?

Editorial Calendar both Original & Curated

Frequency

Measurement

Caylor-Solutions.com | 317-985-7375

47

Page 48: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+To Do Number 2: Automate

Automate Curated Content Sources

Automate Social Posts

Set up all the tools, including WordPress blog software

Caylor-Solutions.com | 317-985-7375

48

Page 49: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+To Do Number 3: Blog

Admissions Team: 52 Top Questions

Set up editorial calendar

Write 500 word blog post per week

Keyword Focused

Promote via Social Media (CoSchedule)

Caylor-Solutions.com | 317-985-7375

49

Page 50: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+

The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.

- Alvin Toffler

Caylor-Solutions.com | 317-985-7375 50

Page 51: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

Caylor-Solutions.com | 317-985-7375 51

Page 52: Leveraging Social Media From The President’s Office · 2017-02-07 · Leveraging Social Media From The President’s Office Bart Caylor, Caylor Solutions + ... social media marketing

+Bart Caylor [email protected]

317-985-7375

caylor-solutions.com

@bartcaylor

Caylor-Solutions.com | 317-985-7375 52


Accelerate and Strengthen Your Impact - Leveraging Impactrleeconsulting.com/.../Leveraging-Impact-Overview.pdf · Leveraging Impact TM Accelerate and Strengthen Your Impact Leveraging

Accelerate and Strengthen Your Impact - Leveraging Impactrleeconsulting.com/.../Leveraging-Impact-Overview.pdf · Leveraging Impact TM Accelerate and Strengthen Your Impact Leveraging

Power of Content Marketing - Indiana · Power of Content Marketing Bart Caylor, Caylor Solutions IDOE Charter School Marketing. MUST HAVES Enrollment-focused website Contentthat is

Power of Content Marketing - Indiana · Power of Content Marketing Bart Caylor, Caylor Solutions IDOE Charter School Marketing. MUST HAVES Enrollment-focused website Contentthat is

FROM THE VICE-PRESIDENT’S DESKfrom the vice-president’s desk

FROM THE VICE-PRESIDENT’S DESKfrom the vice-president’s desk

Leveraging the Trademark Clearinghouse: Protecting …media.straffordpub.com/products/leveraging-the-trademark... · Leveraging the Trademark Clearinghouse: Protecting Marks Under

Leveraging the Trademark Clearinghouse: Protecting …media.straffordpub.com/products/leveraging-the-trademark... · Leveraging the Trademark Clearinghouse: Protecting Marks Under

Drought, Climate Change and Potential Agricultural Productivity Justin Sheffield 1 , Julio E. Herrera- Estrada 2 , Kelly Caylor 1 , Eric F. Wood 1

Drought, Climate Change and Potential Agricultural Productivity Justin Sheffield 1 , Julio E. Herrera- Estrada 2 , Kelly Caylor 1 , Eric F. Wood 1

Emilia Caylor, Ashley Moreno-Gongora, Tanu K. Uppal, MPH

Emilia Caylor, Ashley Moreno-Gongora, Tanu K. Uppal, MPH

President’s Report to the SMCCCD Board of TrusteesMay 13, 2014  · Her presentation, titled “Leveraging Student Strengths to Foster ... She also placed third in the javelin throw

President’s Report to the SMCCCD Board of TrusteesMay 13, 2014  · Her presentation, titled “Leveraging Student Strengths to Foster ... She also placed third in the javelin throw

President’s President’s Message

President’s President’s Message

Spring 2007 Commercial Vegetable Variety Trialsaurora.auburn.edu/bitstream/handle/11200/3925/REGI0019.pdfE.V. Smith Research Center (334) 727-6159 Arnold Caylor Superintendent North

Spring 2007 Commercial Vegetable Variety Trialsaurora.auburn.edu/bitstream/handle/11200/3925/REGI0019.pdfE.V. Smith Research Center (334) 727-6159 Arnold Caylor Superintendent North

GNA President’s Message GNF President’s Message

GNA President’s Message GNF President’s Message

PRESIDENT’S MESSAGE P President’s Message— TAKING THE ...

PRESIDENT’S MESSAGE P President’s Message— TAKING THE ...

Leveraging Knowledge for Competitive Advantageimu.ntua.gr/sites/default/files/biblio/Papers/leveraging...Leveraging Knowledge for Competitive Advantage Leveraging Knowledge for Competitive

Leveraging Knowledge for Competitive Advantageimu.ntua.gr/sites/default/files/biblio/Papers/leveraging...Leveraging Knowledge for Competitive Advantage Leveraging Knowledge for Competitive

Best Practices Website & Social Media · Best Practices Website & Social Media Bart Caylor, Caylor Solutions + 1994 ... Best Practice: Websites Mobile and Mobile First Fast Load Logical

Best Practices Website & Social Media · Best Practices Website & Social Media Bart Caylor, Caylor Solutions + 1994 ... Best Practice: Websites Mobile and Mobile First Fast Load Logical

President’s Board Report April 9, 2015 President’s …/media/files/sbccd/chc...President’s Board Report April 9, 2015 Dr. Cheryl Marshall President’s Message CHC Mobile App

President’s Board Report April 9, 2015 President’s …/media/files/sbccd/chc...President’s Board Report April 9, 2015 Dr. Cheryl Marshall President’s Message CHC Mobile App

+ The Formula for Website Navigation Bart Caylor, Caylor Solutions.

+ The Formula for Website Navigation Bart Caylor, Caylor Solutions.

President’s Platform

President’s Platform

PRESIDENT’S MESSAGE P President’s Message Weathering the ...

PRESIDENT’S MESSAGE P President’s Message Weathering the ...

Microbicide Science and Research Update Jana Caylor Bowcut, MPH Research Associate Alliance for Microbicide Development Global Campaign for Microbicides.

Microbicide Science and Research Update Jana Caylor Bowcut, MPH Research Associate Alliance for Microbicide Development Global Campaign for Microbicides.

Marcus Spiegel Advisers: Kelly Caylor, Associate Professor Keita Decarlo, Ph.D. Candidate.

Marcus Spiegel Advisers: Kelly Caylor, Associate Professor Keita Decarlo, Ph.D. Candidate.

PRESIDENT’S MESSAGE P President’s Message—Rob Pangaro

PRESIDENT’S MESSAGE P President’s Message—Rob Pangaro