Social media in enrollment marketing FAPSC presentation

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Social media in Enrollment

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Social media in enrollment marketing FAPSC presentation

  1. 1. How to Use Social Media in Enrollment Marketing<br />
  2. 2. Social Media<br />
  3. 3. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  4. 4. Key Takeaways<br />How to leverage social media in your enrollment marketing efforts<br />Tools that you can use to enhance your social presence<br />Roadmap on how to enter the landscape<br />
  5. 5. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  6. 6. What is Social Media?<br />People connecting with friends, strangers and businesses<br />Sharing and broadcasting info <br />Growing and evolving<br />The future of the Web<br />
  7. 7. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  8. 8. Why Social Media?<br />It’s where your fans are. In August, people spent more time on Facebook than Google<br />Social media use is up 43% year over year source<br />People are talking – are you listening?<br />
  9. 9. What is your reason?<br />Increase brand exposure<br />Build an online community<br />Listen and engage<br />Strengthen other online marketing tactics<br />Support admissions reps with an additional tool<br />
  10. 10. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  11. 11. Popular Social Media Sites<br />Facebook<br />Twitter<br />YouTube<br />Linkedin <br />
  12. 12. Facebook<br />Largest site in the United States<br />Used to connect with people the user already knows<br />Allows some customization<br />Can be integrated into any site<br />Constantly evolving<br />
  13. 13. Facebook<br />Create a fan page and encourage people to “Like” it<br />Anything published will be put into their feed<br />An excellent way to promote events, offers, etc.<br />Create custom tabs<br />Facebook Connect integrates into your site<br />Makes it easier for visitors to put you in front of their friends<br />
  14. 14. Facebook<br />Build your audience<br />Current students<br />Prospective students<br />Alumni members<br />Faculty/Staff<br />
  15. 15. Facebook<br />Maintain brand identity<br />Add additional information<br />History/About Us<br />Degree programs<br />Campus locations<br />Cool features<br />Contact form<br />Contests<br />
  16. 16. Facebook<br />Create Facebook events<br />Sends attendees a reminder<br />Your institution will appear in front of their friends<br />
  17. 17. Facebook<br />Strategic engagement<br />Contests<br />Q&A<br />Polls and surveys<br />Consistent updates<br />
  18. 18. Facebook<br />
  19. 19. Twitter<br />Used to broadcast information<br />Tweets can be pulled into other sites<br />Follow, follow, follow and people will follow you back!<br />
  20. 20. Twitter<br />Broadcast information about your school<br />Limited to 140 characters, so keep it short<br />Shorten URLs by using bit.ly<br />Search for people looking for/talking about you <br />
  21. 21. Twitter<br />Target<br />Students<br />Alumni<br />Community<br />Engage<br />Tweet<br />RT<br />@reply<br />
  22. 22. Twitter<br />Admissions FAQ’s<br />Respond to ?’s<br />Provide tips<br />Converse<br />
  23. 23. Twitter<br />What will your personality be?<br />Fun and friendly<br />Professional and informative <br />Informal and personal<br />Combination<br />
  24. 24. YouTube<br />Second largest search engine<br />24 hours of video uploaded per minute<br />2 billion+ views per day<br />Broad demographic: 18-54 years old<br />
  25. 25. YouTube<br />Video content<br />Educational material<br />Class samples<br />Testimonials<br />Event information<br />How-to guides<br />Promotional material<br />Career services information<br />
  26. 26. YouTube<br />Customize the background image<br />Additional functionality if EDU status:<br />Clickable link<br />Banner header<br />Must apply for EDU status<br />One channel per institution<br />Established channel with representative amount of educational videos<br />
  27. 27. YouTube<br />
  28. 28. LinkedIn<br />Used to connect professionally<br />Connect with:<br />Alumni <br />Area employers<br />Potential new students/employees<br />90 million worldwide users<br />One new user joins every second<br />
  29. 29. Linkedin<br />Optimize company profile<br />Create Linkedin group<br />
  30. 30. Linkedin<br />Build your audience<br />Current students<br />Alumni members<br />Faculty/staff/employees<br />Area employers<br />
  31. 31. Linkedin<br />Create/engage in discussions<br />FAQ’s<br />Relevant school topics<br />Career fair updates<br />Career services updates<br />Industry news<br />
  32. 32. Linkedin<br />How to use for enrollment marketing<br />Position Linkedin as an asset<br />Online resume<br />Help current students/alumni setup<br />Shows your school is “current” or “up-to-date”<br />
  33. 33. Additional Opportunities<br />Foursquare<br />Digg<br />StumbleUpon<br />Squidoo<br />SCVNGR<br /><ul><li>HubPages
  34. 34. Yahoo! Answers
  35. 35. Flickr
  36. 36. Blogging
  37. 37. Slideshare</li></li></ul><li>Advertising on Social Sites<br />Paid advertising on the individual sites<br />Promoted YouTube videos<br />Promoted tweets<br />Facebook ads<br />Linkedin ads<br />Target specific demo within the networks<br />
  38. 38. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  39. 39. Measure Performance<br />Number of connections<br />Number of posts/comments<br />Inquiries generated through contact form<br />Referral traffic to branded website<br />Social sentiment<br />
  40. 40. Measure Performance<br />Tools to use<br />Web analytics<br />Google Analytics, WebTrends, etc.<br />Self-monitoring<br />Manually checking the profiles/accounts<br />Social monitoring software<br /> SM2 Alterian, Spiral 16, Social Mention, etc.<br />
  41. 41. Social Monitoring Software<br />Conversations occur everywhere<br />Public perception impact<br />Understand, then engage<br />Measure impact of online branding efforts<br />
  42. 42. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  43. 43. Creating a Cohesive Campaign<br />Before you initiate a campaign, consider –<br />What is your expected outcome?<br />How much time will you be able to devote?<br />What resources are available to market your brand?<br />
  44. 44. Strategic Planning<br />Before you go online, consider:<br />Who do you want to reach? Students? Their friends/family? Other professionals?<br />What engaging ideas, videos and images will you publish to capture your network’s attention?<br />How can you complement what you’re doing on your website/blog?<br />
  45. 45. Strategic Planning<br />Once you know what to say, find where to say it.<br />Research your initial networks<br />Start with one or two<br />Create your accounts<br />Friend and follow to build up your <br />community<br />
  46. 46. Strategic Execution<br />Engage with your community<br />Don’t just blast out information, talk to people<br />Find the influencers in your area<br />Analyze everything<br />
  47. 47. Website Marketing Tips<br />Add social media buttons to your site<br />Utilize multiple channels…expand your reach<br />Authenticity is everything – be yourself!<br />Learn and respect the norms of the community<br />
  48. 48. Website Marketing Tools<br />Social Media Dashboards<br />Hootsuite<br />Tweetdeck<br />Seesmic<br />CoTweet<br />Brizzly<br />Identify influencers on topics <br />Klout<br />
  49. 49. What We’ll Cover<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  50. 50. Resources<br />Blogs<br />http://mashable.com/social-media/<br />http://sphinn.com/hot/SocialMedia/<br />http://www.facebook.com/developers/<br />Social Sites<br />Utilize Twitter to stay up on news/trends<br />Research sites<br />eMarketer<br />
  51. 51. What We’ve Covered<br />What is social media?<br />Why social media?<br />Social media sites and how to use them<br />Measuring the value of social media<br />How to get started with social media<br />Resources<br />Questions<br />
  52. 52. Questions?<br />Contact us at 1-877-851-7521 or marketing@plattformad.com<br />

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