Digital Engagement: Leveraging Social Media and

the WebSusan Thares

Mindy Chiat

U.S. Department of Education

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Federal Student Aid’s Focus on Digital Engagement

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FSA Objectives

• Strategic Goal: Provide superior service and information to students and borrowers

• Customer Service Value: Know what our customers want and ensure we meet their expectations

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Customer Experience Office

• Created in 2010 to focus on:– Students and Borrowers– Ombudsman– Customer Analytics– Awareness and Outreach– School Experience– Consumer Protection

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We Asked Ourselves..

• How are we currently serving students and borrowers?

• How can we improve that experience?

• What do our customers need from us?

• What new delivery mechanisms do we need to add?

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Simplifying the Customer Experience

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Consolidating Websites

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FSA Gateway

Ombudsman.ed.gov

Student Aid on the WebCollege.gov

Students.gov

Integrated Student Experience• Federal Student Aid launched the ISE initiative to

establish an integrated, customer-focused web experience for students, parents, and borrowers to facilitate decision-making about funding a postsecondary education

• Simplifies and streamlines FSA’s web presence by consolidating FSA’s websites

• Launches properties on Facebook, YouTube, and Twitter; Accessible on mobile devices and tablets

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Timely Drivers

• ED’s signature  initiative for Executive Order 13571 on Streamlining Service Delivery and Improving Customer Service

• Plain Language Act, the White House Campaign to Cut Waste and Open Government Plans

• Presidential Memorandum to improve repayment options and improve services issued June 7

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Leveraging the Web

To Drive Aid Awareness and FAFSA Completion

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Integrated Solution: StudentAid.gov

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• Will update after launch.

Details• Based on customer feedback

• Provides information covering the entire federal student aid process, written in plain language

• Serves audiences from middle school and parents to adults, applicants, and borrowers

• Available in English and Spanish

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Content Areas

• Prepare for College

• Types of Aid

• Who Gets Aid

• FAFSA: Apply for Aid

• Repay Your Loans

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Site Menu

Will update after launch.

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Prepare for College

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Content: Apply for Aid

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Key Features

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• Comprehensive Information

• Links to FSA’s other key sites forapplications/ transactions

• Mobile-optimized

• New Income-Based Repayment calculator IBR Calculator

Mobile / Tablets

Key Features

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• New videos, graphics

• Timely announcements and event calendar

Customer Input

• Approach based on focus groups and online surveys

• Researched best practices• Listened to customer wants and

needs• Will conduct usability testing and

monitor feedback

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Strategy and Results• We turned to Federal Student Aid’s

employees for their unique skill sets to bring this to life

• Over $1.5 million in cost savings• Improved customer experience and

financial literacy• Will serve approximately 30 million

annual visitors

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Future Enhancements

• Phase II: Add transactional capabilities across the student aid lifecycle

• Phase III: ?

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Leveraging Social Media

To Drive Aid Awareness and FAFSA Completion

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Projected User Stats for 2012

We share 415 pieces of content on Facebook

Spend an average of 23 minutes a day on Twitter, tweeting a total of around 15,795 tweets

4 out of 5 internet users visit social networks and blogs

Upload 196 hours of video on YouTube

By the end of 2011 social networking had increased from 36% of Internet users to 59% managing their profile on a monthly basis

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New Media Strategy

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Online ListeningContent DevelopmentContent & Engagement

StrategyProduct LaunchesMetrics/Measurement

How We Listen And What We Listen To Effects How We Strategize And Respond To OurCustomers

ONLINE LISTENING

Creating Content Towards Customer Engagement

Identifying Key Customer Issues

Listening To Our Customers

Radian 6

Sprout Social

HootSuite

Social Mention

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HOOTSUITE

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FAQs

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@FAFSA Office Hours on Twitter

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Guest Hosts: Graduates currently in repayment

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Retweets- How far is our tweet being spread across the internet?Mentions - We’re talking, but is anyone listening? Are they talking back? Links- What types of information is our audience engaging with?

JUNE 2012: MONTHLY SOCIAL MEDIA REPORT

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IMPRESSIONS• Aggregated Number of Followers that have been

exposed to a message. • Indicates how many people have had the

opportunity to view your post

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Building External Online Partnerships & Networks Creating Toolkits for partner use

Tweets & Facebook Posts

Visual Engagement Content

Articles & Blog Links

Department Print Materials

Awareness& Outreach Info

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What’s Emerging

Mobile Visual Engagement More Social Media Platforms

DescriptionThe Rapid Evolution Of Technology Impacts Mass Communication. Change Is A Constant Occurrence In Social Media. The Three Key Areas Listed Above is Where The FSA New Media Team Is Looking To Build For The Future.

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Connect With Us!

PHOTOPHOTO

FACEBOOK

Federal Student Aid

www.facebook.com/FederalStudentAid

PHOTOPHOTO

TWITTER

@FAFSA

www.twitter.com/FAFSA

PHOTOPHOTO

YOUTUBE

Federal Student Aid

www.youtube.com/FederalStudentAid

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Contact us:

Mindy ChiatMindy.chiat@ed.gov202-377-3118

Susan TharesSusan.thares@ed.gov202-377-4307

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