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Engaging prospective students using social media
 

Engaging prospective students using social media

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How to increase your admissions pipeline using social media

How to increase your admissions pipeline using social media

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    Engaging prospective students using social media Engaging prospective students using social media Presentation Transcript

    • UAS Conference Series 2013/14 Engaging with prospective students using social media Tess Ablitt and Nicola Mastroddi Graduate Admissions and Funding 1 October 2013 14 September 2010 @oxfordgradstudy Page 1
    • Why should we use social media? • • • • • Show a human side to Oxford – engage informally Flexible, low-cost channel which students occupy Quick distribution of news, events and updates Allow prospective and current students to interact with each other Act as a central hub for all graduate-specific news @oxfordgradstudy 1 October 2013 Page 2
    • How do we use social media? 1,860 followers (using for 2 years) 2,500 followers (using for 6 months as a PAGE) 206 followers (using for 8 months) Using for 1 month; stats to come! Feed into the University’s Facebook and Weibo Other channels to consider: LinkedIn, Vimeo, Flickr, Google+, Vine, Delicious, Digg, StumbleUpon and the list goes on! @oxfordgradstudy 1 October 2013 Page 3
    • How should we use social media? WEBSITE Quick updates re. news and events Boards of photos to represent your brand PRIMARY CHANNELS SUBSIDIARY CHANNELS Promote news & events using photos, videos Collections of graduate-related videos • Regularly engage students with interesting and relevant content • Call to actions are important and always measure effectiveness @oxfordgradstudy 1 October 2013 Page 4
    • CONTENT QUIZ: FACEBOOK AND TWITTER • Five past Facebook posts and five past Tweets from our accounts on your handouts • In pairs, we want you to rank the posts by popularity and discuss the reasons why you’ve ranked them this way • Results and discussion @oxfordgradstudy 1 October 2013 Page 5
    • HOW TO BRAND Important to retain your brand in your social media so people instantly recognise you and to give your account credibility, e.g. consistent logo, colour palette, account names @oxfordgradstudy 1 October 2013 Page 6
    • HOW TO PROMOTE • Hard copy promotional materials • Website • Promote through each social media channel • Email signatures • Any communications to your target audience • Ask the main university page/GAF to share your content • Facebook advertising and boosting posts • Follow some influential accounts and hope they follow you! @oxfordgradstudy 1 October 2013 Page 7
    • THINGS TO CONSIDER • Senior management buy-in: develop a Strategy/Policy Tools: •Research externally – benchmark with competitors •Research internally – current use within the university •Establish target audience, objectives, targets and methods •Establish use and resources needed •How to measure success and future considerations @oxfordgradstudy 1 October 2013 Page 8
    • HOW TO POST/TWEET • Regular posting to engage/inform followers • Simple language – informal and friendly tone • Include link for further info and call to action (FB can track; use bit.ly for Twitter) • Include photos or videos to represent post • Time of day and during week • Schedule into Hootsuite if not in the office • Twitter – 140 characters; Facebook – no restrictions @oxfordgradstudy 1 October 2013 Page 9
    • POST-BUILDING EXERCISE Using the previous principles explained, we want you to create a post for either Facebook and Twitter in groups. Topic: new graduate course launched – see handout @oxfordgradstudy 1 October 2013 Page 10
    • HOW TO MEASURE SUCCESS It is important to measure your impact on social media and provide regular reports to inform your team of progress Tools to use: • Google Analytics – campaign tracking links • Bit.ly – track shortened links • Facebook Insights • Crowdbooster @oxfordgradstudy 1 October 2013 Page 11
    • <screen shot of Google Analytics – campaign tracking> @oxfordgradstudy 1 October 2013 Page 12
    • QUESTIONS? @oxfordgradstudy 1 October 2013 Page 13