How to Embrace Social Media in Your Student Outreach
-
Upload
rachel-metscher -
Category
Education
-
view
377 -
download
0
description
Transcript of How to Embrace Social Media in Your Student Outreach
![Page 1: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/1.jpg)
EMBRACE SOCIAL MEDIA IN YOUR STUDENT OUTREACH
June 26, 2014
![Page 2: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/2.jpg)
Agenda
Define Social Media Use Review the Landscape Understanding Your Target Audience Define Your Strategy Ideas for Content
![Page 3: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/3.jpg)
![Page 4: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/4.jpg)
Social Media
Social Media is a Channel Tool Vehicle A Waste of Time
![Page 5: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/5.jpg)
![Page 6: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/6.jpg)
Social Media Purpose
![Page 7: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/7.jpg)
But Before You Jump In
![Page 8: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/8.jpg)
80% of Millennials use social media “several times a day
![Page 9: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/9.jpg)
![Page 10: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/10.jpg)
Millennials
![Page 11: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/11.jpg)
![Page 12: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/12.jpg)
Millennials Trust User-Generated Content 50% More Than Other Media
![Page 13: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/13.jpg)
13
Social Platform Demographics Matter
Pew Internet, February 2013
• The percentage of internet users who are on Twitter has doubled since November 2010, currently standing at 16%.
• Those under 50, and especially those 18-29, are the most likely to use Twitter.
• Urban dwellers are significantly more likely than both suburban and rural residents to be on Twitter
![Page 14: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/14.jpg)
Channels You Can Use
![Page 15: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/15.jpg)
Questions to Ask about Audience
who are your target audiences?
what are their unique needs?
what do you need to tailor for each audience?
![Page 16: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/16.jpg)
Now That You Have the StatsHow to Use Social in Your Outreach
![Page 17: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/17.jpg)
Your Outreach Needs
![Page 18: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/18.jpg)
Nail Down Your Social Media Strategy: P.O.S.T
**People’s Time, Content Curation and Creation, Distribution
Create Your Formula for Social Media Success =
![Page 19: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/19.jpg)
Strategy = Approach
What’s your goal? Understand who you want to reach What do you want your audience to
know? Career Planning College Planning Financial Aid
Select Your Channels Measure Your Effort
![Page 20: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/20.jpg)
Social Media Strategy Model
![Page 21: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/21.jpg)
You have your social channels, what are you going to share?
How to Fuel Your Social Channels
![Page 22: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/22.jpg)
![Page 23: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/23.jpg)
Content
![Page 24: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/24.jpg)
Successful social media starts with solid content marketing processes - Cathy McPhillips, Content Marketing Institute
![Page 25: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/25.jpg)
Your Content Needs to…
Solve.For.The.Student (or Parent or Teacher.
So they will engage and SHARE
![Page 26: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/26.jpg)
Content Process
Research & Planning
Content Creation
Amplification
Content Measurem
ent
![Page 27: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/27.jpg)
Content Marketing Process
Research &
PlanningContent Creation
Amplification
Content Measurem
ent
• Interviews• Audit• Define Strategy
• Editorial Calendar• Buyer Personas• Buying Cycle
• Website• Social• Paid Media• Curation
• Web traffic• Engagement• Sales Conversion
![Page 28: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/28.jpg)
Content Recipe 4-1-1
Andrew Davis, author of “Brandscaping“:4 pieces relevant to your audience. 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group.One piece should be original, educational content you createdOne piece should be sales-related — like a product notice, press release, or some other piece
![Page 29: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/29.jpg)
Content can take many forms
Blog posts Videos Podcasts Slideshare presentations Infographics E-books Articles Social media posts/tweets
Content Marketing is about a consistent message(s) shared across multiple channels that drives an action.
Commercial insight can be repurposed into different pieces to drive revenue.
![Page 30: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/30.jpg)
Source: From Eloqua and JESS
![Page 31: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/31.jpg)
Type of Content
Informational Event based Need Based
![Page 32: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/32.jpg)
32
Content Tip #1
![Page 33: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/33.jpg)
33
Content Tip #2: Tweet Chats #edchat, #satchat, #nyedchat and
Beyond Great Resource: http://
blogs.edweek.org/edweek/finding_common_ground/2014/01/twitter_chats_an_hour_well_worth_your_time.html
![Page 34: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/34.jpg)
34
Content Tip #3
![Page 35: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/35.jpg)
35
Content Tip #4
![Page 36: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/36.jpg)
Content Tip #5
People love lists. Why not create Top ten major list using your Search For Programs?
Or create searches or unusual majorsAnd post those to your social channels
![Page 37: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/37.jpg)
Content Tip #6
Editorial Calendars
![Page 38: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/38.jpg)
Content Tip #7
![Page 39: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/39.jpg)
Content Tip #8
Share your students insights, the content and the way you amplified it with traditional media
Which of the content types has worked best for you? (Story, Spectacle, Utility, Community)
Insight
![Page 40: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/40.jpg)
Content Tip #9
![Page 41: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/41.jpg)
Social Media Measurement
![Page 42: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/42.jpg)
• Transactional
metrics (fans, FB
impressions)
• Comment sentiment
• Organic search rank
• Twitter Reach
• Unique Daily Visits
• Comments/Post ratio
• RT
• Duration- time on site
• Retweet
• Followers @mention
• Amount of Sharing
• Content shared most
• Subscription
• Facebook- Talking
@This
• Likelihood to
Recommend
• Change in purchase
consideration
• Positive reviews
• Conversion to MQL
• Visit to website or
specific URL
• Event attendance
• Sales
• Loyalty
• Cost Savings
• Cost Avoidance
Social Media Measurement
![Page 43: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/43.jpg)
![Page 44: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/44.jpg)
• Radian6• eBooks:
http://www.salesforcemarketingcloud.com/resources/ebooks/• Blog: http://www.salesforcemarketingcloud.com/blog/• Webinars: http://www.salesforcemarketingcloud.com/resources/
webinars/• Public Relations Society of America (PRSA)• Blog: Building Marketing Strategies for Higher Education :
http://buildingmarketingstrategies.wordpress.com/• Blog: Social Media Strategies
Summit: http://socialmediastrategiessummit.com/blog/• Social Media Today, http://socialmediatoday.com/• Metscher’s Musing, http://metschermusings.wordpress.com/• Social Media Playbook:
http://www.slideshare.net/rmetscher/social-media-playbook-20544843
• How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-own-social#awesm=~obTk8MFg9aUFHR
Resource
@rachelmetscher
![Page 45: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/45.jpg)
• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/• Content Marketing Institute: http://contentmarketinginstitute.com/• How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-
media-with-alan-knecht/
Resource
@rachelmetscher
![Page 46: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/46.jpg)
• Marketplace Education: http://www.marketplace.org/topics/economy/education
• Experian Blog: http://www.experian.com/blogs/marketing-forward/• Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/• How to Setup a Social Media Business Strategy
http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/
• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/
• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613
• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-
media-with-alan-knecht/
Resource
@rachelmetscher
![Page 47: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/47.jpg)
• Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-not-tactics-drives-your-social-media
• What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-social-media-successful-higher-ed
• 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-inspired-and-creative
• 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-you-should-pay-attention
• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-and-yang-perfect-union-strategic-listening-and-real-time-engagement
Resource
@rachelmetscher
![Page 48: How to Embrace Social Media in Your Student Outreach](https://reader034.fdocuments.us/reader034/viewer/2022051314/554d012fb4c905ae138b57f3/html5/thumbnails/48.jpg)
• Brian Solis, http://www.conversationprism.com/• HootSuite blog,
http://blog.hootsuite.com/social-media-storytelling-3/ • Winning the Sorytelling War by Jonah Sachs http://www.youtube.co
m/watch?feature=player_embedded&v=xvaPF_y-fiU
• Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-and-social-media-why-you-need-campfire-fishing-pole-and-good-story
• Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business
• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/
• 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-more-important-than-strategy-43873
Resource
@rachelmetscher