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Social Media and Digital Strategies to Increase Website Engagement in Higher Education
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Social Media and Digital Strategies to Increase Website Engagement in Higher Education

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Learn about social media integration, Facebook ads and usability factors that will help you increase conversions in the Higher Education segment.

Learn about social media integration, Facebook ads and usability factors that will help you increase conversions in the Higher Education segment.

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    Social Media and Digital Strategies to Increase Website Engagement in Higher Education Social Media and Digital Strategies to Increase Website Engagement in Higher Education Presentation Transcript

    • Getting There from Here: A Model to Develop Social Media and Digital Strategies to Increase Alumni Engagement with Your Alumni Website David Regan White Alumni Digital Communications Manager SUNY Empire State College
    • What we will learn today …- Identifying Conversion actions- How to leverage social media- How to use FB ads- How to use Google Analytics- How to create a quick and engaging video- Website usability- Increasing the engagement factor
    • Your Part Feel Free to …- Ask questions- Share your best practices- Provide your inputLet’s offer our alumni the best user experiencepossible with our alumni websites!
    • Let’s Get StartedWhere it all begins …What are your Strategic Conversion Actions?Let’s look at the higher education landscape.
    • Strategic Conversion Actions What do we want our audience to do?Office of Enrollment - Requests for info (leads) - Admission applications - Enrolled studentsOffice of Student Services - Retention rateAlumni Relations (Advancement) - Donations - Info updates (email, phone) - Volunteers - Advocates - Add news - Refer students - Join Social Media sites
    • Facebook adsHow many people use Facebook ads to engagealumni?- Promote a page- Sponsored story- Ad
    • Facebook Ad Promoting Page
    • Facebook Sponsored Story
    • Facebook Ad
    • Facebook Ad Takeaways- Allows you to target your graduates only- Can choose connected or not connected to page- Cost effective channel to increase FB page likes- CPM allows increased brand equity- Highly targeted and detailed reportingUse Facebook ads to market your Facebook page toyour alumni and students to increase membership.Create targeted campaigns for your other keyconversion actions such as donations, volunteersand info updates.
    • Google AnalyticsHow many people use Google Analytics or similarfor alumni website traffic analysis?- Identify top pages by page views and visits
    • Google Analytics – Page Views 2011
    • Google Analytics Page View Takeaway- Page popularity = alumni intentionUse page view analysis to identify pages alumnivisit the most and locate page links in easy to findlocations.
    • The VideoeMarketer estimates that in 2011, 68.2% of US internetusers, or 158.1 million people, will be watching video contentonline each month.
    • Video Takeaway- Website visitors like to watch videos- Top online engagement tool- Annotate to add links and pause
    • Social Media Share ButtonsHow many people use SM share buttons?Buttons not the icons.- Let your alumni work for you- Users like to share
    • Add Social Media Share Buttons
    • Social Media Share Button Takeaway- SM share buttons allow your visitors to easily and quickly share your info through their social media networks- Trackable- Viral- Free- Don’t forget RSSSharethis.com
    • Social Media FeedsHow many people use SM feeds for websitecontent?- Robust and interactive- Engaging- Promotes membership
    • Social Media Feeds
    • Social Media Feeds
    • Social Media Feed Takeaway- Real time updating feed- Shows activity, faces, likes- Great content- Customizable- Allows visitors to join your page immediately
    • The User Experience- Easy to navigate- Easy to find links they need- Offer a video, photos to engage- Show your activity- Allow them to shareIts about how the user perceives your site.
    • Website Demohttp://alumni.esc.eduHow we brought it all together
    • Thank You!You’ve been a great crowd!Feel free to call or email if you any further questions.View the PowerPoint onlinehttp://alumni.esc.edu/SUNYCUAD-SM12.pptDavid Regan WhiteDavid.White@esc.edu518 587-2100 x2736© David Regan White SUNY Empire State College