Smss boston2015 mona_tawakali

Mona Tawakali Director, Client Strategy @krtweet

Using Social to Strengthen Admissions

How 1 Big Idea

Brought Together 6 Community Leaders…

ANNE WILSON CEO, UNITED WAY

DANIEL LURIE FOUNDER & CEO, TIPPING

POINT

DR. ZHAN LI DEAN, SCHOOL OF

ECONOMICS AND BUSINESS ADMINISTRATION, SAINT

MARY'S COLLEGE OF CALIFORNIA

JOHN DIAZ EDITORIAL PAGE EDITOR,

SAN FRANCISCO CHRONICLE

Including 1 Pro Football Hall of

Famer

LUARENE POWELL JOBS FOUNDER, EMERSON

COLLECTIVE; CO-FOUNDER AND PRESIDENT, BOARD OF COLLEGE TRACK; CONTROLLER, STEVEN P.

JOBS/LAURENE POWELL JOBS TRUST

RONNIE LOTT PHILANTHROPIST AND

FORMER SAN FRANCISCO 49ER

To Recognize 1 Visionary of the Year…

EVAN MARWELL FOUNDER, EDUCATION SUPER

HIGHWAY

NOMINATED BY LAURENE POWELL JOBS

Education Super Highway Mission We work to upgrade the Internet access in every public school classroom in America so that all students can take advantage of the promise of digital learning.

#SFCVOTY

Driving a Viral Campaign with Tens of Millions of Impressions Delivered

And Recognition Reaching from Coast to Coast…

What Does This Story Have to Do with Building the Admissions Pipeline?

Director of Client Strategy KRT Marketing @krtweet

About Mona

Full Service Recruitment Advertising Agency

Bar Method Instructor About Mona – Fun Facts!

Freelance Makeup Artist About Mona – Fun Facts!

About Mona – Fun Facts!

AGENDA

Applicant Engagement Journey

Targeting and Channel Breakdown

Customize Messaging for the Funnel

Tracking & Analytics

Using Social to Drive Visibility for Your School Q&A

The Student Journey

Underlying Principle

There are a multiple sources that influence a students decision to apply for a university or college.

Today’s Student Decision Process

Friends/Word of Mouth

Applicant

AWARENESS



Applicant

Rankings

AWARENESS

CONSIDERATION Online Search


Blogs Twitter Facebook Instagram

Communications/Dialog


Applicant

Rankings

AWARENESS

CONSIDERATION

ENGAGE

Online Search





Applicant

Rankings

Deeper Engagement

School

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

Online Search





Applicant

Rankings

Deeper Engagement

School

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Online Search

How We Reach Students Has Changed

PAID MEDIA EARNED MEDIA

Banner Ads, Search Marketing,

Social Ads, College Fairs, Print

Ads, Enhanced College Profiles

Word-of-Mouth, Student Referrals, Student Reviews,

Social Fans & Engagement,

Search Engine Optimization

OWNED MEDIA

Website, Videos, Internal

Communications, Social Profile Templates,

eNewsletters, Blogs

OWNED MEDIA

PAID MEDIA

EARNED MEDIA

OWNED MEDIA

PAID MEDIA

OWNED MEDIA

All Channels Must Work Cohesively Towards One Main Goal

!

The Social Media Revolution 2015

Paid Media

Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications.

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What is a Social Ad?

Social Media Advertising Revenue: The Facts

2012

$8.4 BILLION

2015

$4.7 BILLION

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Today’s Candidate Decision Process

Why Are Social Ads So Effective in Targeting Potential Students?

• Highly Targeted • No Waste • Native Platform

Targeting Options

29

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Social Ads

Targeting Options Geographic

Hyper-local Targeting By: State / City / DMA / Zip Code Specific Campuses Geo-fencing / IP Targeting / Rooftop

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Demographic Targeting By: Age/gender Education level Job type

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Demographic

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Interest

Interest Targeting Based on: Interests shared on their Timelines Apps used Pages they liked Other activities on and off of social

media ***Interests may also factor in demographics such as age, gender and location

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Keyword

Keyword Targeting By: Top performing search keywords Topics

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Behavioral

Audience Behavioral : Purchase behaviors or intents Based on social activity and offline

activity from third-party partners (i.e., Acxiom, Datalogix and Epsilon)

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Custom Audiences

Custom Audiences: 1st party data Email or phone numbers

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Lookalikes

Lookalike Audiences: Use email databases, phone numbers

to find similar types of audiences Place a snippet of code on site

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Retargeting

Retargeting:

Engage with mid-funnel prospects

Personalized interactions

Keep your institution “Top-of-Mind”

Requires pixel on landing pages

Geographic

Demographic

Keyword

Behavioral

Custom Audiences

Retargeting

Lookalikes Interest

Targeting Options Retargeting – Audience Segmentation

Retargeting Segmentation Example:

Prospect starts application process but doesn’t complete

Retarget users with “Application Deadline”

Targeting/Platform Chart

Geographic

Demographic

Interest (Groups)

Behavioral

Keyword

Custom Audience Lookalike

Retargeting (Extended Audience )

Channel Breakdown

Age Demographic of Social Networking Users

http://www.mikemarsh.org/wp-content/uploads/2015/02/Age-Demographics-of-Social-Networking-Users.png

Facebook

829 million people log onto Facebook daily

94% of teens have a Facebook profile and

81% said Facebook is their main social networking site

Average Facebook user spends 40 minutes a day on the platform

Facebook User Stats

Social Ads Facebook

Twitter

302 million monthly active users

55% of the users are between 18-49

Users spend an average of an hour and a half on the platform monthly

Twitter User Stats

Twitter Cards Driving Website Clicks or Conversions

Lead Generation on Twitter

YouTube

YouTube has more than 1 billion users

Every day people watch hundreds of millions of hours on YouTube and generate billions of views

The number of hours people are watching on YouTube each month is up 50% year over year

300 hours of video are uploaded to YouTube every minute

Half of YouTube views are on mobile devices

YouTube User Stats

https://www.youtube.com/yt/press/statistics.html

YouTube Ads Sponsored Search Results

YouTube Ads Video Overlay

YouTube Ads Video Pre-roll

YouTube Ads Display Advertising

LinkedIn User Stats

350+ Million Global users 41 million people between

the ages of 18-29 use LinkedIn

College students are the fastest growing population

83% of LinkedIn users also use Facebook

LinkedIn gets a new user every 2 seconds

4.2 million teens in the US use LinkedIn

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University Rankings See which schools are setting graduates up for

success

University Finder Find the schools that match

your career goals

Field of Study Explorer See what’s possible based

on what you study

Decision Boards Get advice on your education

from people you trust


LinkedIn EDU

LinkedIn EDU

LinkedIn EDU University Rankings

Get more insights from these schools

LinkedIn EDU University Finder

Find universities based on your career goals

LinkedIn EDU University Finder

See the school results

LinkedIn EDU Field of Study Explorer

See people’s careers for different fields of study

LinkedIn EDU Field of Study Explorer

Explore other fields of study

LinkedIn EDU Decision Boards

Organize the schools and fields of study you are interested in on your board


Add information about you and your education goals


See who else is interested in studying or attending


Update your progress as you go

LinkedIn Content Populated Within Feed

LinkedIn Text Ads

LinkedIn Display Ads

LinkedIn Sponsored Updates

LinkedIn Sponsored InMail

Emerging Channels

Instagram

Instagram User Stats

• 300 million monthly active

users • 41% audience between ages

of 16-24 • 63% of Instagrammers in our

study say they use Instagram to document their lives

Instagram

Instagram to release CPM advertising structure sometime between July – end of year. • New Targeting: In addition to age, location, and

gender, now able to target by interests, industries, and behaviors as well

• New Feature: Sign Up, Learn More, Shop Now, Install Now buttons - with click through to website • Allows for easy user experience and easy

tracking abilities

Instagram

Snapchat

Snapchat User Demographics

200 million+ users between the ages of 13-34

70% of all users are women 71% of all users are under age 34 77% of college students use

Snapchat More than 2 billion video views a day

Snapchat has brand new “3V” advertising product (vertical, video, views) • Cost: 2 cents per view of 10 second video ad

($20 CPM) – minimum contract amount TBD • Video: 10 second video – vertical view, quick,

creative, fun ads

• Target: Limited targeting – location, age, gender only

Snapchat

Swipe to View Stories Video Ads in Between Articles

Snapchat

Messaging

Goal: Deliver a Very Specific Message for Each Stage of the Marketing Funnel

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Top of Funnel

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Goal: Generate Awareness • Cast a wide net • Generate as many

impressions to a new audience as possible

Call-to-Action: Who are you & what do you stand for?

Mid-Funnel

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Goal: Encouraging Consideration Call-to-Action: • Deliver more information

about program • Features & benefits

Bottom-of-Funnel

AWARENESS

CONSIDERATION

ENGAGE

CONVERT

COMMIT

Goal: Taking Action Call-to-Action: • Attend and info session • Application deadline

Facebook Study on Messaging Test

Measuring ROI Tracking / Analytics

Google Analytics What’s so great about it?

Powerful web visitor data and source tracking No licensing costs or fees Universal - 71% of the top 10,000 sites on the internet use it

Media Sources

Admissions & Enrollment CRM

Direct Traffic

Other “Direct” Sources Organic search conducted over SSL / “incognito” Mobile apps PDF link click / Email link click (non-marketing emails) Bookmarks / Shortened URLS

School Website

Event Registration

Sample Insights Dashboards

98

The Student Journey

Underlying Principle

There are a multiple sources that influence a students decision to apply for a university or college.

Sample Insights Assisted Conversions See which media sources influenced an application

but, did not receive credit for it

100

Sample Insights Multi-Channel Attribution Modeling

101

Non-Traditional Ways to Build Visibility for Your School

Small Fish in a Large Pond?

Coming Up with a BIG Idea

• Ask Yourself: • What sets you

apart from your competitors?

• What does your

institution stand for?

• Look beyond the

obvious (reviews, testimonials, etc.)

!

Coming Up with a BIG Idea

• Leverage Your Media Partners:

• Host annual “Big Idea Contests”

• Crowd Source:

• Create internal “Big Idea Contests”

“Visionary leaders are paradigm changers —individuals who strive to make the world a better place by employing new, innovative business models and practices”

MARCH FEBRUARY JANUARY DECEMBER NOVEMBER

SEBA Is Sole Sponsor on VOTY Hub Website

Nominating Panelists Select Nominees

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Nominee Profiles Rolled Out on SF Gate This image cannot currently be displayed.This image cannot currently be displayed.

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VOTY Hub Site is Launched

Majority of Campaign Ads Hit This image cannot currently be displayed. This image cannot currently be displayed. This image cannot currently be displayed. This image cannot currently be displayed.This image cannot currently be displayed. This image cannot currently be displayed.

VOTY Gala Event


Partner vs. Advertiser

• Dean on nominating committee

• Content generation on hub

• Full buy-in from the top down

• Faculty and staff at the event

100% Share of Voice on

the Hub

Additional Lead-Gen Components

Home Page Takeovers

ROS Banner Ads

Print Ads Email Blasts

Results

• Elevated Brand Awareness

• Increase in Leads YoY

It Doesn’t Have to Be About YOU

2015 VISIONARY OF THE YEAR EVAN MARWELL – EXEMPLIFYING LEADERSHIP WITH PURPOSE “In the days after the award, I received many congratulatory notes including emails from the Chairman of the FCC and the White House…The recognition this award provides to Education Super Highway’s work will be tremendously helpful.”

Smss boston2015 mona_tawakali

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