SlideLeveraging Social Media and Social CRM to Maximize Student ExperienceBryan HinzApex IT – Principal CRM/CX Consultant2013
Slide2Program Agenda Apex IT Overview Social Media in the Market Today Social CRM/CX Applications Social Throughout the Lifecycle Creating a Social Media PlanProgram ObjectiveLearn how Social Media and Social CRM are playing an important role in Higher Education toimprove overall student experience and Success.
Slide3CustomersApex IT Higher EducationPrivate Public / Non-Profit For Profit Business Schools2 Year Schools
Slide5How Does Social Influence our Behavior?Social Influence23.1 MILLION discover new brands through social mediaUP FROM 18 MILL. (IN 2010)22.5 MILLION use social media to learn about unfamiliar brandsUP FROM 20.5 MILL. (IN 2010)17.8 MILLIONare strongly influenced in their purchase decisionsby opinions in social mediaUP FROM 14.4 MILL. (IN 2010)15.1 MILLION refer to social media before making purchase decisionsUP FROM 10.7 MILL. (IN 2010)of americans said that social networksinfluenced their buying decisions32%Last Year$$$$$$$$$$$$$$$$$$$$of americans said that social networksinfluenced their buying decisions64%$$$$$$$$$$$$$$$$$$$$BUT THIS YEARhas the greatest impact on their purchases47%said thatfacebook
Slide6Demographics: Average Age DistributionSocial Media3/4 of socialmedia users arebetween25 - 54 years old70%Know the audience! Good to know: Continuing Education Hiring Faculty & Staff Alumni Development? What about High School recruits?
Slide7Demographics: Age Distribution per SiteSocial Media22%High Schooler’s may not be inthe obvious places? Where are Students?9%8%18 8%8%7%
Slide8Demographics: Age Distribution per SiteSocial Media44%Students are in different places? Where are Alumni, Faculty, Staff?33%31%18-2430%25%20%
Slide9Demographics: Age Distribution per SiteSocial MediaSocial not just for recruitingprospective students55%63%3565%79%? What are the trends?
Slide10Social MediaCompared to 2.5 years agoAvg. user age hasgone up 2 years…getting olderAvg. user age hasgone down 2 years…getting youngerDemographics: Average Age per Site
Slide11Program Agenda Apex IT Overview Social Media in the Market Today Social CRM/CX Applications Social Throughout the Lifecycle Creating a Social Media PlanProgram ObjectiveLearn how Social Media and Social CRM are playing an important role in Higher Education toimprove overall student experience and Success.
Slide12The Social Divide: Constituents and InstitutionsStudents, Faculty, Staff,Alumni are socialWhat about yourInstitution?How do we Bridge the Divide?
Slide14MarketingSocial Applications Develop and promote your brand Manage multiple social networks andprofiles Deliver a consistent message acrosssocial channels Focus various departments onshared social media strategies andgoals Optimize your social presence tomobile devices
Slide15Listening / MonitoringSocial Applications Capture relevant conversations fromglobal web and social channels Cut through the noise to track keytopics, trends, and influencers Understand what people are sayingabout your brands Identify positive, negative, and neutralposts with sentiment scoring
Slide16EngagingSocial Applications Filter conversations for the rightaction by read status, channel,message type, label, assignee, anddate to expedite access to requiredinformation Route messages to appropriate teammembers within the recruiting team orretention organization to best addressthe constituent need Respond to messages in context, inreal-time Grant permissions to the correctpeople in the right roles
Slide17AnalyzingSocial Applications Track Key Performance Indicators(KPIs) to understand how customersview your brand Analyze emerging trends, spikes,and anomalies Monitor relevant conversations thatuncover unmet needs or underservedsegments Improve your social footprint bycontinual adjustments Keep tabs on your competitorschools by viewing their social mediapresence, conversations, andperceptions and compare against yourbrand
Slide18CollaboratingSocial Applications Collaboration through contextualconversations and real-time updates With students, faculty, staff, alumni Embedded into CRM application Follow or pin Students, Companies,Inquiries and other transactions File sharing collaboration
Slide19Let’s Apply This to the Constituent LifecycleUse Cases
Slide20Let’s Apply This to the Constituent LifecycleRecruiting Use CaseHS Seniors prefer to go to colleges Facebookpages for information about social life65%HS Seniors Watched a YouTube video createdby a school57%HS Seniors want to connect to a currentstudent on Facebook75%said a college or university’s presence on a socialmedia made them more interested in applying22%BUT ONLY
Slide21Let’s Apply This to the Constituent LifecycleUse Case: RecruitingMARKET ENGAGELISTEN COLLABORATE Make sites visible from yourhomepage Listen for various key works(school abbreviation)combined with topics (sports) Across multiple social sites &blogs Filter by sentiment Continually narrow results Generate an audience list Communicate to recruits,tailoring the message bychannel By department Link recruit’s social profile toCRM Constituent record Recruiter can message torecruit with real-timeinformation Recruiters can creatediscussion forums about highschools where they’ve hadsuccess Recruiters can collaborate onevents Create blogs and forums forstudents to interact withrecruits (or recruits with otherrecruits) Posts on Facebook thatcover a wide range oftopics. Drive “likes”! Tweet relevant materialto the audience.Make strong use of hashtagging relevant key words Create student interaction /reference videos onYouTube#
Slide22Let’s Apply This to the Constituent LifecycleUse Case: Student SuccessMARKET ENGAGELISTEN COLLABORATE Communicate about on-campus events and news Educated on Student LifeServices (tutoring, careerplacement, clubs, etc.) Create loyalty with surveysand contests Advertise Bookstore Offer students to submit self-service requests via socialmedia (logging a servicerequest ticket via Facebook) Listen for positive posts &tweets Listen for negative posts &tweets… respond quickly Negative sentiment may be asign of an At-Risk student For At-Risk students, haveAdvisor reach out For positive messages, offer“pats on the back”, discountsto athletic events, studentunion, etc. Create a social profile of thestudent in CRM(preferences, sites, etc.) Student Life to manageddiscussion forums… between students… between students andAlumni… between students andpotential employers Online group chats betweenprofessors and students inclass Study groups on varioustopics
Slide23Let’s Apply This to the Constituent LifecycleUse Case: Alumni Development or HR Talent Acquisition for Faculty & StaffMARKET ENGAGELISTEN COLLABORATE Create a social profile ofalumni in CRM (preferences,sites, etc.) Message/Advertise ondifferent sites (LinkedIn) Listen for various key works(school abbreviation)combined with topics (sports) Across multiple social sites &blogs Filter by sentiment Continually narrow results Generate an audience list Tailor the message bychannel By department Can message to alumni orrecruit in real-time (twitter,facebook, linkedin, etc.) Create blogs and forums foralumni to interact with faculty… or each other… or prospective students HR can collaborate withHiring Managers about aposition or Job Fair
Slide24Program Agenda Apex IT Overview Social Media in the Market Today Social CRM/CX Applications Social Throughout the Lifecycle Creating a Social Media PlanProgram ObjectiveLearn how Social Media and Social CRM are playing an important role in Higher Education toimprove overall student experience and Success.
Slide25With 95% of college admissions officesusing some form of social media…you’ll need a social media strategy todifferentiate your organization from theother 20,000 colleges and universitiesaround the world vying for studentattentionDeveloping a Social Media Plan
Slide26Developing a Social Media Plan1 Build a Social Media Team Social Media Manager owns the socialmedia initiative Community Managers will be the faceand voice of your brand, out on the frontlines of Twitter and Facebook Social Strategists will be measuring andanalyzing your social media efforts Content Creators can write blog posts,ad copy. Content Producers to handle thedesign and technical side of production. Editor is responsible for meeting contentquality and publishing deadlines2 Set Up a Social Media Council Social Media Manager oversees the council Create and update policies and guidelines Approve new social media channels Ensure consistent branding and messaging Identify social medial tools, coordinateintegration with other systems Share best practices throughout the institution
Slide27Developing a Social Media Plan3 Draft a Social Media Policy Review other school’s and corporation’spolicies Leverage the in-house lawyer Remind of individual responsibility andliability Staff must post disclaimers that they donot speak for the organization4 Train the Staff Anyone from Admissions to Athletics to Alumnimay be using social media to engage with yourcommunity Prepare them Answer the questions:– What is social media?– Why does social media matter (to mepersonally, and to this school)?– How do I use social media?– What is our social media policy?– How do I engage with our community?
Slide28Developing a Social Media Plan5 Develop a Plan Segment your Audience Define Goal / Objective Determine Social Channels Develop Content (themes & topics) Write an Engagement Playbook Use a Content Calendar to trackdevelopment and timing of messages6 Engage Execute the Plan– Give a glimpse of campus life– Tell Stories about Student Success– Reward Fans– Foster Discussion– Spread the Good News Provide a medium for students, faculty, parents,and alumni to provide feedback
Slide29Developing a Social Media Plan7 Listen & Adjust Measure fans and followers (your Reach) Compare Results to Goals– Increase in Donations?– Increase in Student Applications?– Increase in Retention? Bring feedback back to Council Continually Improve8 Get Social! Start Small Focus on Your Objectives Then Grow