How to Use Social Media in  Enrollment Marketing       Joe Mulvihill       SEO Manager
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Key Takeaways From Today• How to leverage social media in your  enrollment marketing efforts• Tools that you can use to en...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
What is Social Media?• People connecting with friends, strangers and  businesses• Sharing and broadcasting info• Growing a...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Why Social Media?• It’s where your fans are. In August, people spent  more time on Facebook than Google• Social media use ...
What is your reason?•   Increase brand exposure•   Build an online community•   Listen and engage•   Strengthen other onli...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Popular Social Media Sites•   Facebook•   Twitter•   YouTube•   Linkedin
Facebook• Largest site in the United States• Used to connect with people the user already  knows• Allows some customizatio...
Facebook• Create a fan page and encourage people to  “Like” it  – Anything published will be put into their feed  – An exc...
Facebook• Build your audience  – Current students  – Prospective students  – Alumni members  – Faculty/Staff
Facebook• Maintain brand identity• Add additional information  – History/About Us  – Degree programs  – Campus locations• ...
Facebook• Create Facebook  events  – Sends attendees a    reminder  – Your institution will    appear in front of    their...
Facebook• Strategic engagement  – Contests  – Q&A  – Polls and surveys  – Consistent updates
Facebook
Facebook Changes
Twitter• Used to broadcast information• Tweets are being pulled into other sites• Follow, follow, follow, and people will ...
Twitter• Broadcast information about your school• Limited to 140 characters, so keep it short  – Shorten URLs by using bit...
Twitter• Target  – Students  – Alumni  – Community• Engage  – Tweet  – RT  – @reply
Twitter•   Admissions FAQ’s•   Respond to ?’s•   Provide tips•   Converse with people
Twitter• What will your personality be?  – Fun and friendly  – Professional and informative  – Informal and personal  – Co...
YouTube•   2nd largest search engine•   24 hours of video uploaded each minute•   2 billion+ views per day•   Demographic ...
YouTube• Video content  – Educational material  – Class samples  – Testimonials  – Event information  – How-to guides  – P...
YouTube• Customize the background image• Additional functionality if EDU status:  – Clickable link  – Banner header• Must ...
YouTube
LinkedIn• Used to connect professionally• Connect with:  – Alumni  – Area employers  – Potential new students/employees• 9...
Linkedin• Optimize company profile• Create Linkedin group
Linkedin• Build your audience  – Current students  – Alumni members  – Faculty/staff/employees  – Area employers
Linkedin• Create/engage in discussions  – FAQ’s  – Relevant school topics  – Career fair updates  – Career services update...
Linkedin• How to use for enrollment marketing  – Position Linkedin as an asset  – Online resume  – Help current students/a...
Additional Opportunities•   Foursquare     •   HubPages•   Digg           •   Yahoo! Answers•   StumbleUpon    •   Flickr•...
Advertising on Social Sites• Paid advertising on the individual sites  – Promoted YouTube videos  – Promoted tweets  – Fac...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Measure Performance•   Number of connections•   Number of posts/comments•   Inquiries generated through contact form•   Re...
Measure Performance• Tools to use  – Web analytics     • Google Analytics, WebTrends, etc.  – Self-monitoring     • Manual...
Social Monitoring Software•   Conversations occur everywhere•   Public perception impact•   Understand and then engage•   ...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Creating a Cohesive CampaignBefore you initiate a campaign, consider –• What is your expected outcome?• How much time will...
Strategic PlanningBefore you go online, consider –• Who do you want to reach? Students? Their  friends/family? Other profe...
Strategic PlanningOnce you know what to say, find where to say it.• Research your initial networks  – Start with one or tw...
Strategic Execution• Engage with your community  – Don’t just blast out information – talk to people  – Find the influence...
Website Marketing Tips• Add social media buttons to your site• Utilize multiple channels… expand your reach• Authenticity ...
What We’ll Cover•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring the ...
Resources• Blogs  – http://mashable.com/social-media/  – http://sphinn.com/hot/SocialMedia/  – http://www.facebook.com/dev...
What We’ve Covered•   What is social media?•   Why social media?•   Social media sites and how to use them•   Measuring th...
Questions?         Joe Mulvihill        SEO Managerjoe.mulvihill@plattformad.com
How to use social media in enrollment marketing
How to use social media in enrollment marketing
How to use social media in enrollment marketing
How to use social media in enrollment marketing
How to use social media in enrollment marketing
How to use social media in enrollment marketing
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How to use social media in enrollment marketing

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ABHE Conference Presentation - Spring 2011

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How to use social media in enrollment marketing

  1. 1. How to Use Social Media in Enrollment Marketing Joe Mulvihill SEO Manager
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. What is Social Media?• People connecting with friends, strangers and businesses• Sharing and broadcasting info• Growing and evolving• The future of the Web
  6. 6. 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
  7. 7. 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?
  8. 8. 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
  9. 9. 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
  10. 10. Popular Social Media Sites• Facebook• Twitter• YouTube• Linkedin
  11. 11. Facebook• 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
  12. 12. Facebook• 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
  13. 13. Facebook• Build your audience – Current students – Prospective students – Alumni members – Faculty/Staff
  14. 14. Facebook• Maintain brand identity• Add additional information – History/About Us – Degree programs – Campus locations• Cool features – Contact form – Contests
  15. 15. Facebook• Create Facebook events – Sends attendees a reminder – Your institution will appear in front of their friends
  16. 16. Facebook• Strategic engagement – Contests – Q&A – Polls and surveys – Consistent updates
  17. 17. Facebook
  18. 18. Facebook Changes
  19. 19. Twitter• Used to broadcast information• Tweets are being pulled into other sites• Follow, follow, follow, and people will follow you back
  20. 20. Twitter• 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
  21. 21. Twitter• Target – Students – Alumni – Community• Engage – Tweet – RT – @reply
  22. 22. Twitter• Admissions FAQ’s• Respond to ?’s• Provide tips• Converse with people
  23. 23. Twitter• What will your personality be? – Fun and friendly – Professional and informative – Informal and personal – Combination
  24. 24. YouTube• 2nd largest search engine• 24 hours of video uploaded each minute• 2 billion+ views per day• Demographic is broad: 18-54 years old
  25. 25. YouTube• Video content – Educational material – Class samples – Testimonials – Event information – How-to guides – Promotional material
  26. 26. 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
  27. 27. YouTube
  28. 28. LinkedIn• Used to connect professionally• Connect with: – Alumni – Area employers – Potential new students/employees• 90 million worldwide users• A new user joins every second
  29. 29. Linkedin• Optimize company profile• Create Linkedin group
  30. 30. Linkedin• Build your audience – Current students – Alumni members – Faculty/staff/employees – Area employers
  31. 31. Linkedin• Create/engage in discussions – FAQ’s – Relevant school topics – Career fair updates – Career services updates – Industry news
  32. 32. Linkedin• 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”
  33. 33. Additional Opportunities• Foursquare • HubPages• Digg • Yahoo! Answers• StumbleUpon • Flickr• Squidoo • Blogging• SCVNGR • Slideshare
  34. 34. 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
  35. 35. 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
  36. 36. Measure Performance• Number of connections• Number of posts/comments• Inquiries generated through contact form• Referral traffic to branded website• Social sentiment
  37. 37. 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.
  38. 38. Social Monitoring Software• Conversations occur everywhere• Public perception impact• Understand and then engage• Measure impact of online branding efforts
  39. 39. 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
  40. 40. Creating a Cohesive CampaignBefore 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?
  41. 41. Strategic PlanningBefore 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?
  42. 42. Strategic PlanningOnce 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
  43. 43. Strategic Execution• Engage with your community – Don’t just blast out information – talk to people – Find the influencers in your area• Analyze everything
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. Questions? Joe Mulvihill SEO Managerjoe.mulvihill@plattformad.com
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