How to Be a Social Butterfly: Leveraging Social Media for Your Institution

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How to Be a Social Butterfly: Leveraging Social Media for Your Institution Joe Mulvihill SEO Manager

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How to Be a Social Butterfly: Leveraging Social Media for Your Institution. Joe Mulvihill SEO 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 - PowerPoint PPT Presentation

Transcript of How to Be a Social Butterfly: Leveraging Social Media for Your Institution

Page 1: 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

Page 2: How to Be a Social Butterfly:  Leveraging Social Media for Your Institution

Social Media Landscape

http://www.youtube.com/watch?v=ZQzsQkMFgHE

http://www.youtube.com/watch?v=ZQzsQkMFgHE

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Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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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

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Example Communication

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Example Communication

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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!

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Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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Creating an Effective Campaign

• Strategic planning• Build where the people are• Start small and then expand• Division of roles & responsibilities

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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

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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

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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

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Good Social Media Is…• Represents the brand• Builds relationships• Conversational• Establishes the school as a

community• Support other marketing initiatives

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Bad Social Media Is…• Just a broadcast medium• A soap box• Focused on lead generation• Overly promotional

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Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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“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

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What is Success?• Exposure, engagement, or

community-building• Clearly define what constitutes

reaching the goals that have been set

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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

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Depth of Reporting

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Agenda• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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What is Social Monitoring?• Identifying what people say about

your brand, outside of your official social media presence– Blogs– Tweets– Posts – Images– Conversations

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“Consumers are discussing companies

online, offering advice and even criticizing brands, whether or not these brands are active in the social space.” – eMarketer

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Benefits of Social Monitoring• Brand monitoring• Identify brand advocates/detractors• User-generated content leveraged for

actionable insights• Competitive research• Retention

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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

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Summary• Changes in the path to enrollment• Creating an effective social campaign• How to measure campaign success• Social monitoring benefits

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