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Do They Know Your Brand?
Transcript of Do They Know Your Brand?
Best Practices for Using Technology within TRiO Programs.
Building a Brand with Students to Increase Communication and Engagement
Ellen Houston, Upward Bound Programs Director
Jennifer Lau Sims, Upward Bound Counselor
How many of you sleep with your cell phone?
83% of Millenials reported sleeping with their cell phone right next to their bed
Social Media 101
Each Social Network is unique in its own way, with its own personality and set of best practice
Basic Social Media Terms
The next generation of the web that now allows people to blog and create websites without needing specialized technical knowledge or training.
A site updated frequently by an individual or group to share opinions or information. Basically and online journal centered around a person or topic.
A word, phrase or topic that is popular at a given moment.
The number of visitors that visit a particular website.
Viral activity is the dream of all marketers
Web, video or image content which gains widespread popularity through the process of internet sharing.
Viral content is decided by the viewer, not the creator
Viral transactions occur when information is constantly being spread. When there is constant chatter on and off the web.
Born between 1981-2000
93% are avid internet users
Known for having multiple social media accounts
Low immediate recall rates and low delayed recall rates for brands
i.e. twitter, FB, Instagram and they use them simultaneously
Make your brand stand out
Elusive target to reach
Steve, Parker. "The Millennial Generation: How to Effectively Target This Preoccupied Audience." Asking Smarter Questions . Leveling . Web. 24 Feb 2014.
why is this important to TRiO Programs?
Mind share battle
We need students to pay attention to us in order to recruit and successfully operate our programs
Single most powerful influence to buy-in or participation is someone else’s advocacy
Our students are Millennials, and we have to know how to reach our audience!
What is a brand
Your brand is your
It tells them
what to expect
from your services
Your brand is derived from
who you are
, who you want to be and who people perceive you to be
Your brand should be
defining your brand
Get a great logo.
Your foundation is a good logo.
Write down your brand messaging.
What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
Integrate your brand.
Branding extends to every aspect of your program.
Create a "voice" for your company that reflects your brand.
Is your brand friendly? Professional? Ritzy? Formal?
You get the gist.
Develop a tagline.
Be memorable, meaningful and concise.
Design templates and create brand standards for your marketing materials.
Use the same color scheme, logo placement, look and feel throughout.
Be true to your brand.
Deliver your promise.
. If you can't do this, your attempts at establishing a brand
Social media and websites are a window into your program
Brand Your Email Signature
Set-up up list serves by grant and grade
Utilize your institution’s Mailing List Services
Keep your lists updated!
Email marketing service provider
Best way to send mass emails
Segmented by group
Track your performance rates
Basic service is FREE
Social Media is critical when reaching Millennials
Gives your brand an organic,
Allows you to tune in to
what’s being said about your brand
Gives you a
with your students and potential students
What is Social Media Marketing, and How Can It Help My Business? AudienceBloom.com (2012)
Allows students to
share their own experiences
Top 7 Social Media Trends in 2014
Investment in social media
will become a necessity
will become a major factor
will see huge success
4. We will witness the rise of
will decline sharply
will become a major player for business growth
Mass text services
Text to groups or select individuals
Secure online forms
Live audience participation poll
We also need our institutions and lawmakers to pay attention to us
Using technology in trio
Acknowledge that you enjoy, agree otherwise want to recognize a piece of content that has been posted on facebook
This is your personal account where you connect with friends and family members
Created for a business so that they can connect with clients and customers
An image meant to represent you on your facebook
Profile picture &
Content created on facebook and added to a feed. It can be anything from text, to links, to photos, to calendar events
is an abbreviated version of
Websites that maintain an
ongoing chronicle of information
from the personal to the political
Can focus on one
Most have a method to allow
visitors to leave comments
To gain readership, you need to
and get started
to your other social media and online sites
Allows you to
your social media
People who are subscribing to you
People you are subscribing to
Micro Blog: Limited to 140 characters
Successful tweeple post 15-25 times per day
People that have made comments towards you
An @reply is any update posted by clicking the Reply button on a Tweet.
Used before a
#trioworks #trionation #iamfirst
#upwardboundnv #collegeprep #smartstudents
Popular Hashtags #2014:
#selfie #celfie #TBT #friends #food
Spanish Springs High School seniors working on scholarships in the Career Center
#cougarpride #upwardboundnevada #trioworks
#latepost UB Students on their college tour of UC Santa Cruz. #upwardboundnevada #wemakecollegepreplookeasy #ucsantacruz
Upward Bound Programs - University of Nevada, Reno
The shelf life of a regular tweet is short
Social Media is
a network for
engaging in the conversation
, it is a way to
create a positive brand image
Test the waters
on social media channels
new interests by "pinning" images to pinboards.
Search bars, usernames and
1. Post everyday: Amount depends on channel
I.e. Facebook 3-5 times, Twitter 5-25 times
2. Focus on Engagement: Develop a richer and deeper relationship
Connect and get responses, ask questions, post helpful tips, link articles
3. Have a call to action:Have people click, like, comment or follow
4. Don't oversell or undersell
80/20 Rule: content/connection posts vs. sales messages
5. Make it FUN: Let your hair down
Remember these are social communities -entertain
These rules are a
good place to start
, but watch what works best for you and your team.
no "right" way
Constantly changing, adding features, growing!
Upward Bound Nevada
Clicking on a hashtagged word in any message shows you all
marked with that
Hashtags can occur anywhere in the Tweet – at the
beginning, middle, or end
Hashtagged words that become very popular are often
them into a marketing campaign
If you see a
that is relevant to your tweet, include it in your updates
hosting an event
, create a hashtag so that users can chime in
Twitter and Facebook feeds in
one convenient location
Enables you to
information from other sources
Provides the opportunity to
on your social media accounts to who see is actively engaging your sites