How to use social media in enrollment marketing - ABHE 2011 Presentation
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Transcript of How to use social media in enrollment marketing - ABHE 2011 Presentation
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How to Use Social Media in Enrollment Marketing
Joe MulvihillSEO Manager
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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Key Takeaways From Today
• How to leverage social media in your enrollment marketing efforts
• Tools that you can use to enhance your social presence
• Roadmap on how to enter the landscape
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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What is Social Media?
• People connecting with friends, strangers and businesses
• Sharing and broadcasting info
• Growing and evolving
• The future of the Web
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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Why Social Media?
• It’s where your fans are. In August, people spent more time on Facebook than Google
• Social media use is up 43% year over year source
• People are talking – are you listening?
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What is your reason?
• Increase brand exposure• Build an online community• Listen and engage• Strengthen other online marketing tactics• Support admissions reps with another tool
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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Popular Social Media Sites
• Facebook• Twitter• YouTube• Linkedin
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• Largest site in the United States• Used to connect with people the user already
knows• Allows some customization• Can be integrated into any site• Constantly evolving
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• Create a fan page and encourage people to “Like” it– Anything published will be put into their feed– An excellent way to promote events, offers, etc.– Create custom tabs
• Facebook Connect integrates into your site– Makes it easier for visitors to put you in front of
their friends
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• Build your audience– Current students– Prospective students– Alumni members– Faculty/Staff
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• Maintain brand identity• Add additional information– History/About Us– Degree programs– Campus locations
• Cool features– Contact form– Contests
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• Create Facebook events– Sends attendees a
reminder– Your institution will
appear in front of their friends
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• Strategic engagement– Contests– Q&A– Polls and surveys– Consistent updates
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• Used to broadcast information
• Tweets are being pulled into other sites• Follow, follow, follow, and people will follow
you back
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• Broadcast information about your school
• Limited to 140 characters, so keep it short– Shorten URLs by using bit.ly
• Search for people looking for/talking about you
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• Target– Students– Alumni– Community
• Engage– Tweet– RT– @reply
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• Admissions FAQ’s• Respond to ?’s• Provide tips• Converse with people
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• What will your personality be?– Fun and friendly– Professional and informative – Informal and personal– Combination
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YouTube
• 2nd largest search engine• 24 hours of video uploaded each minute• 2 billion+ views per day• Demographic is broad: 18-54 years old
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YouTube
• Video content– Educational material– Class samples– Testimonials– Event information– How-to guides– Promotional material
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YouTube
• Customize the background image• Additional functionality if EDU status:– Clickable link– Banner header
• Must apply for EDU status– One channel per institution– Established channel with representative amount
of educational videos
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• Used to connect professionally• Connect with:– Alumni – Area employers– Potential new students/employees
• 90 million worldwide users• A new user joins every second
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• Optimize company profile• Create Linkedin group
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• Build your audience– Current students– Alumni members– Faculty/staff/employees– Area employers
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• Create/engage in discussions– FAQ’s– Relevant school topics– Career fair updates– Career services updates– Industry news
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• How to use for enrollment marketing– Position Linkedin as an asset– Online resume– Help current students/alumni setup– Shows your school is “current” or “up-to-date”
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Additional Opportunities
• Foursquare• Digg• StumbleUpon• Squidoo• SCVNGR
• HubPages• Yahoo! Answers• Flickr• Blogging• Slideshare
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Advertising on Social Sites
• Paid advertising on the individual sites– Promoted YouTube videos– Promoted tweets– Facebook ads– Linkedin ads
• Target specific demo within the networks
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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Measure Performance
• Number of connections• Number of posts/comments• Inquiries generated through contact form• Referral traffic to branded website• Social sentiment
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Measure Performance
• Tools to use– Web analytics• Google Analytics, WebTrends, etc.
– Self-monitoring• Manually checking the profiles/accounts
– Social monitoring software• SM2 Alterian, Spiral 16, Social Mention, etc.
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Social Monitoring Software
• Conversations occur everywhere• Public perception impact• Understand and then engage• Measure impact of online branding efforts
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
![Page 46: How to use social media in enrollment marketing - ABHE 2011 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022061202/547b52e9b479597c098b4daa/html5/thumbnails/46.jpg)
Creating a Cohesive Campaign
Before you initiate a campaign, consider –
• What is your expected outcome?
• How much time will you be able to devote?
• What resources are available to market your
brand?
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Strategic Planning
Before you go online, consider –• Who do you want to reach? Students? Their
friends/family? Other professionals?• What engaging ideas, videos & images will you
publish to capture your network’s attention?• How can you complement what you’re doing
on your website/blog?
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Strategic Planning
Once you know what to say, find where to say it.• Research your initial networks– Start with one or two
• Create your accounts• Friend and follow to build up your
community
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Strategic Execution
• Engage with your community
– Don’t just blast out information – talk to people
– Find the influencers in your area
• Analyze everything
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Website Marketing Tips
• Add social media buttons to your site
• Utilize multiple channels… expand your reach• Authenticity is everything – Be yourself!• Learn and respect the norms of the
community
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What We’ll Cover
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
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Resources
• Blogs– http://mashable.com/social-media/ – http://sphinn.com/hot/SocialMedia/ – http://www.facebook.com/developers/
• Social Sites– Utilize Twitter to stay up on news/trends
• Research sites– eMarketer
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What We’ve Covered
• What is social media?• Why social media?• Social media sites and how to use them• Measuring the value of social media• How to get started with social media• Resources• Questions
![Page 54: How to use social media in enrollment marketing - ABHE 2011 Presentation](https://reader033.fdocuments.us/reader033/viewer/2022061202/547b52e9b479597c098b4daa/html5/thumbnails/54.jpg)
Questions?
Joe MulvihillSEO Manager