How to Be a Social Butterfly: Leveraging Social Media for Your Institution
description
Transcript of How to Be a Social Butterfly: Leveraging Social Media for Your Institution
How to Be a Social Butterfly: Leveraging Social Media for Your InstitutionJoe MulvihillSEO Manager
Social Media Landscape
http://www.youtube.com/watch?v=ZQzsQkMFgHE
http://www.youtube.com/watch?v=ZQzsQkMFgHE
Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits
Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits
Path to Enrollment• Now includes social media• Your admissions/marketing
knowledge puts you ahead of the game
• Social is a solidifier that drives home the aspiration; can be good from a referral standpoint
Example Communication
Example Communication
Where and When• Social media should be used
throughout enrollment process
Traditional Media
Interactive
Outdoor
Referral
Contact Interview Application Enrollment StartGraduate
Don’t forget about job placement and alumni networking!
Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits
Creating an Effective Campaign
• Strategic planning• Build where the people are• Start small and then expand• Division of roles & responsibilities
Strategic Planning• What are your goals?– Why are you participating in social media?– What are you hoping to achieve?
• Who are you targeting?– Current, prospective, former students– Faculty and staff– Community members
• Guidelines– Internal/external regulations – Formal stance will bring clarity to fuzzy situations
Asset Creation & Optimization
• Where your target market is active – Build where the people are, not where
you think they are– Create a formal, branded presence
(page, profile, channel etc.)• Start with one or two networks– Gain experience and knowledge– Expand once the foundation is set
Division of Roles• Who is responsible for social media– Initiate training– Set expectations
• Communication decision tree– If this, then that– Correct answers or point in the right
direction
Good Social Media Is…• Represents the brand• Builds relationships• Conversational• Establishes the school as a
community• Support other marketing initiatives
Bad Social Media Is…• Just a broadcast medium• A soap box• Focused on lead generation• Overly promotional
Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits
“Everything begins with the end in mind. What
does the end look like? What is it that you are trying to achieve? The challenge comes when business strategy and social strategy work against each other, where the outcome is going to hurt each other. The best option is to stop, rethink why you’re doing this in the first place—alongside the objectives of consumers—and then re-create.” – Brian Solis, Principal Analyst, Altimeter Group,
eMarketer
What is Success?• Exposure, engagement, or
community-building• Clearly define what constitutes
reaching the goals that have been set
Measurement Ideas• Engagement/comments– Types of comments– Interaction with posts
• Referral traffic sent to branded website– Time on site– Page-depth of visit
• Inquiries generated– Directly through social media– Indirectly through the website, after visiting
social media
Depth of Reporting
Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits
What is Social Monitoring?• Identifying what people say about
your brand, outside of your official social media presence– Blogs– Tweets– Posts – Images– Conversations
“Consumers are discussing companies
online, offering advice and even criticizing brands, whether or not these brands are active in the social space.” – eMarketer
Benefits of Social Monitoring• Brand monitoring• Identify brand advocates/detractors• User-generated content leveraged for
actionable insights• Competitive research• Retention
Retention Case Study• Student posted on Twitter that she
was considering dropping out of school
• Flagged through social monitoring and elevated to the school
• Student concerns were personally addressed and decision was made to stay in school
Summary• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits