Leveraging Social Media & Social CRM to Maximize Student Experience

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Social Media and Social CRM are playing an important role in Higher Education. 92% of the top universities are using Social Media to improve Student Experience. From internal collaboration, Social …

Social Media and Social CRM are playing an important role in Higher Education. 92% of the top universities are using Social Media to improve Student Experience. From internal collaboration, Social Marketing and Engagement, to Social Media monitoring, Higher Ed institutions are finding new ways to better understand and service constituents from Prospective Students to Alumni. Apex It will discuss these new trends in CRM for Higher Education and the pivotal role of Social Media and Social CRM to the greater Student Experience.

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  • 1. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Tuesday, June 25, 2013 Wayne State University Detroit, MI Higher Education Summit
  • 2. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Presented by Scott Newton – scott.newton@apexit.com Leveraging Social Media and Social CRM to Maximize Constituent Experience
  • 3. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Scott Newton – Apex IT Facebook: Apex IT, Inc. Twitter: ApexITPartner LinkedIn: Apex IT (http://www.linkedin.com/company/13908?trk=tyah) YouTube: ApexITPartner Google+: ApexITPartner
  • 4. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Program Agenda §  Apex IT Overview §  Social Media in the Market Today §  Social CRM Applications §  Social Throughout the Lifecycle §  Creating a Social Media Plan Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and how your Institution can get started taking advantage of these opportunities.
  • 5. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 5Service Offerings Program Management Change Management Business Process Re-Engineering Configuration/Custom Integration Conversion Test Planning & Execution Training Planning, Development, Delivery Health Checks Managed Services Application Administration (supporting business and IT) Upgrades CRM Success Workshop CRM Assessment & Capability Maturity Model Business Case Package Selection Implementation Roadmap Cloud Migration Strategy Services Implementation Services Post Go-Live Services
  • 6. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 6Apex IT Higher Education Private Public / Non-Profit For Profit Business Schools 2Year Schools
  • 7. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Higher Education Stakeholders §  Potential Students §  Accepted Students §  Current Students §  Alumni §  Parents §  Faculty §  Staff §  Potential Faculty and Staff §  Donors §  Community
  • 8. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 8 How Does Social Influence our Behavior? Social Influence 23.1 MILLION discover new brands through social media UP FROM 18 MILL. (IN 2010) 22.5 MILLION use social media to learn about unfamiliar brands UP FROM 20.5 MILL. (IN 2010) 17.8 MILLION are strongly influenced in their purchase decisions by opinions in social media UP FROM 14.4 MILL. (IN 2010) 15.1 MILLION refer to social media before making purchase decisions UP FROM 10.7 MILL. (IN 2010) of americans said that social networks influenced their buying decisions32% Last Year $$$$$$$$$$$$$$$$$$$$ of americans said that social networks influenced their buying decisions64% $$$$$$$$$$$$$$$$$$$$ BUT THIS YEAR has the greatest impact on their purchases 47% said that facebook  
  • 9. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. People Expect Companies to Engage In Social Refusing to respond on social will create the same wrath from customers as not answering the phone* 15% Increased customer churn if you don’t engage Source: Gartner Press Release and Quote Carol Rozwell August 1st 2012 *Estimated equivalent impact by 2014 http://www.gartner.com/it/page.jsp?id=2101515 “ What is the deal with… What do you think about…?
  • 10. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 10Let’s Apply This to the Constituent Lifecycle Recruiting Use Case HS Seniors prefer to go to colleges' Facebook pages for information about social life65% HS Seniors Watched a YouTube video created by a school57% HS Seniors want to connect to a current student on Facebook75% HS Seniors are influenced by social media presence in the search process45%
  • 11. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
  • 12. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 12 Demographics: AverageAge Distribution Social Media 3/4 of social media users are between 25 - 54 years old 70% Know the audience! Good to know: §  Continuing Education §  Hiring Faculty & Staff §  Alumni Development ? What about High School recruits?
  • 13. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 13 Demographics: Age Distribution per Site Social Media High Schooler’s may not only be in the obvious places ? Where are others? 18
  • 14. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 14 Demographics: Age Distribution per Site Social Media Social not just for recruiting prospective students 35 ? What are the trends?
  • 15. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 15Social Media Compared to 2.5 years ago Avg. user age has gone up 2 years… getting older Avg. user age has gone down 2 years… getting younger Demographics: Average Age per Site
  • 16. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Program Agenda §  Apex IT Overview §  Social Media in the Market Today §  Social CRM Applications §  Social Throughout the Lifecycle §  Creating a Social Media Plan Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and your Institution can get started taking advantage of these opportunities.
  • 17. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Your Institution Uncoordinated Action Limited Insight But Social Has Created Chaos For Institutions
  • 18. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Challenges With Social Don’t Know Where to Start Lack Compelling Content Not Integrated across the lifecycle Sources: Twitter Chief Marketer 2012 Social Marketing Study IBM from stretched to strengthened Team Efficiency, Collaboration and Measurement Create Awareness that Drives Prospects
  • 19. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 19The Social Divide: Constituents and Institutions Students, Faculty, Staff, Alumni are social What about your Institution? How do we Bridge the Divide?
  • 20. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 20Social Applications MARKET ANALYZEENGAGE LISTEN COLLABORATE
  • 21. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 21 Marketing Social Applications §  Develop and promote your brand §  Manage multiple social networks and profiles §  Deliver a consistent message across social channels §  Focus various departments on shared social media strategies and goals §  Increase positive sentiment Social Media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launchpad for other marketing tactics. Social Media is not an island. It’s a high-power engine on the larger marketing ship. Matt Dickman
  • 22. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 22 Listening / Monitoring Social Applications §  Capture relevant conversations from global web and social channels §  Cut through the noise to track key topics, trends, and influencers §  Understand what people are saying about your brands §  Identify positive, negative, and neutral posts with sentiment scoring Social Media can be a bit like a bunch of people with megaphones blurting out their messages one-way. People will cover their ears (unsubscribe) and tune that out. Use Social Media to ‘listen’ to and learn more about your audience. Brian J. Carroll
  • 23. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 23 Engaging Social Applications §  Filter conversations for the right action by read status, channel, message type, label, assignee, and date to expedite access to required information §  Route messages to appropriate team members within the recruiting team or retention organization to best address the constituent need §  Respond to messages in context, in real-time §  Grant permissions to the correct people in the right roles Activate your fans, don’t just collect them like baseball cards. Jay Baer
  • 24. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 24 Analyzing Social Applications §  Track Key Performance Indicators (KPIs) to understand how customers view your brand §  Analyze emerging trends, spikes, and anomalies §  Monitor relevant conversations that uncover unmet needs or underserved segments §  Improve your social footprint by continual adjustments §  Keep tabs on your competitor schools by viewing their social media presence, conversations, and perceptions and compare against your brand
  • 25. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 25 Collaborating Social Applications §  Collaboration through contextual conversations and real-time updates §  With students, faculty, staff, alumni §  Develop Influencers & Advocates §  Follow or pin Students, Companies, Inquiries and other transactions §  File sharing collaboration §  Deeper Student ProfilesSocial Media is about the people! Not about your business. Provide for the people and the people will provide for you. Matt Goulart
  • 26. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 26Let’s Apply This to the Constituent Lifecycle Use Case: Recruiting MARKET ENGAGELISTEN COLLABORATE §  Make sites visible from your homepage §  Listen for various key words (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 by channel §  Route to appropriate department §  Link recruit’s social profile to CRM Constituent record §  Recruiter can reach out to recruit with real- time information §  Recruiters can create discussion forums about high schools where they’ve had success §  Recruiters can collaborate on events §  Create blogs and forums for students to interact with recruits (or recruits with other recruits) §  Posts on Facebook that cover a wide range of topics. Drive “likes”! §  Tweet relevant material to the audience. Make strong use of hash tagging relevant key words §  Create student interaction / reference videos on YouTube #
  • 27. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 27Let’s Apply This to the Constituent Lifecycle Use Case: Student Success MARKET ENGAGELISTEN COLLABORATE §  Communicate about on-campus events and news §  Educate on Student Life Services (tutoring, career placement, clubs, etc.) §  Create loyalty with surveys and contests §  Advertise Bookstore §  Offer students to submit self-service requests via social media (logging a service request ticket via Facebook) §  Listen for positive posts & tweets… amplify §  Listen for negative posts & tweets… respond quickly §  Negative sentiment may be a sign of an At- Risk student §  For At-Risk students, have Advisor reach out §  For positive messages, offer “pats on the back”, discounts to athletic events, student union, etc. §  Create a social profile of the student in CRM (communication preferences, etc.) §  Student Life to managed discussion forums … between students … between students and Alumni … between students and potential employers §  Online group chats between professors and students in class §  Study groups on various topics
  • 28. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 28Let’s Apply This to the Constituent Lifecycle Use Case: Alumni Development MARKET ENGAGELISTEN COLLABORATE §  Create a social profile of alumni in CRM (preferences, sites, etc.) §  Message/Advertise on different sites (LinkedIn) §  Listen for various key words (school abbreviation) combined with topics (sports) §  Across multiple appropriate social sites & blogs §  Filter by sentiment §  Continually narrow results §  Generate an audience base §  Tailor the message by channel §  By department §  Can message to alumni in real-time (twitter, facebook, linkedin, etc.) §  Create communities for alumni to interact with faculty … or each other … or prospective students (volunteers, SIG’s,etc) §  Encourage Advocates and Influencers to amplify reach §  Share success stories (scholarships, community events)
  • 29. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Additional Resources §  Social Media Strategy for Higher Education eBook §  Salesforce Foundation Social Media Management §  Listen, Learn and Engage! Webinar §  Making an Impact with Social Media at Clemson University §  And many, many others on Salesforce Foundation channels
  • 30. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Program Agenda §  Apex IT Overview §  Social Media in the Market Today §  Social CRM Applications §  Social Throughout the Lifecycle §  Creating a Social Media Plan Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and your Institution can get started taking advantage of these opportunities.
  • 31. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. With 95% of college admissions offices using some form of social media… you’ll need a social media strategy to differentiate your organization from the other 20,000 colleges and universities around the world vying for student attention Developing a Social Media Plan
  • 32. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 32Developing a Social Media Plan 1 Build a Social Media Team §  Social Media Manager owns the social media initiative §  Community Managers will be the face and voice of your brand, out on the front lines of Twitter and Facebook §  Social Strategists will be measuring and analyzing your social media efforts §  Content Creators can write blog posts, ad copy. Content Producers to handle the design and technical side of production. §  Editor is responsible for meeting content quality and publishing deadlines 2 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, coordinate integration with other systems §  Share best practices throughout the institution
  • 33. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 33Developing a Social Media Plan 3 Draft a Social Media Policy §  Review other school’s and corporation’s policies §  Leverage the in-house lawyer §  Set data governance guidelines §  Remind of individual responsibility and liability §  Staff may need to post disclaimers that they do not speak for the organization 4 Train the Staff §  Anyone from Admissions to Athletics to Alumni may be using social media to engage with your community §  Prepare them §  Answer the questions: –  What is social media? –  Why does social media matter (to me personally, and to this school)? –  How do I use social media? –  What is our social media policy? –  How do I engage with our community?
  • 34. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 34Developing a Social Media Plan 5 Develop a Use Case §  Segment your Audience §  Define Goal / Objective §  Determine Social Channels §  Develop Content (themes & topics) §  Write an Engagement Playbook §  Use a Content Calendar to track development and timing of messages 6 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
  • 35. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. 35Developing a Social Media Plan 7 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 Improve 8 Get Social! §  Start Small §  Focus on Your Objectives §  Then Grow ATA – be AUTHENCTIC, be TRANSPARENT, be ALTRUISTIC, and you will find enough success in Social Media ... Nils Montan
  • 36. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED. Contact Information: §  Scott Newton §  scott.newton@apexit.com §  404.542.8537
  • 37. HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.