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Empowering People to Make an Impact: Advocacy in Higher Ed

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We can all agree that the power of word-of-mouth advocacy is stronger in Higher Ed than anywhere else. Advocacy fuels awareness, recruiting, retention, and donations. It is present in students, staff, faculty, and alumni. But, despite its power and ubiquitousness, advocates typically don't know how to spread the word beyond "showing support" with a pledge or windshield sticker. Imagine if you could match the right message to the right person at the moment they wanted to spread the word. In this session, you will learn how to weave advocacy into the very fabric of your institution, so when you deliver an experience worth talking about, there's an easy-to-share message to go with it. 

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Empowering People to Make an Impact: Advocacy in Higher Ed

  1. 1. Empowering People to Make an Impact: Advocacy in Higher Ed @stephanhov #eduweb17 Stephan Hovnanian Bambu by Sprout Social @stephanhov
  2. 2. Marketing “Trifecta” @stephanhov #eduweb17 Delivering the right message to the right person at the right moment.
  3. 3. How do we go from Word of Mouth Advocacy? @stephanhov #eduweb17
  4. 4. Empowerment Message @stephanhov #eduweb17 Medium Measurement
  5. 5. Marketing “Trifecta” with Advocacy @stephanhov #eduweb17 Delivering the right message to the right person at the right moment. Adding structure so we influence the message and medium advocates share.
  6. 6. @stephanhov #eduweb17 Advocacy Program Framework Define Find Engage Nurture
  7. 7. Define (What’s In It For YOU?) @stephanhov #eduweb17
  8. 8. • Awareness • Recruitment • Retention • Contribution @stephanhov #eduweb17 Goals Aren’t One Size Fits All Begin where you stand to gain the most from advocacy
  9. 9. Find (Your Advocates) @stephanhov #eduweb17
  10. 10. @stephanhov #eduweb17 Who are your advocates? Alumni Faculty Staff Students Advocate Personas Prospects
  11. 11. @stephanhov #eduweb17 Where are your advocates? Email CRM Social Internal Advocate Database
  12. 12. Engage (Creating Empowerment) @stephanhov #eduweb17
  13. 13. Empowerment Matrix @stephanhov #eduweb17 Goal Message Medium Measurement Alumni Donations Pulling together in support Testimonial Video $$ Faculty Recruiting Professional success/growth Blog posts, spotlight videos Engagement survey data Staff Recruiting Great place to work Quote graphic on social Candidate apps Students Retention Opportunities are plentiful On-Campus collateral, events Retention metrics Prospects Enrollment Student/Alumni success, culture Social Applications
  14. 14. • Purdue raised an unprecedented $18.3 million from 12,872 donations in just 24 hours using a social media campaign. • They hosted 35 challenges throughout the day on social media, engaging academic and non- academic units in friendly rivalry by challenging donors to give back and boost their favorite campus, college, school, or program in order to win cash prizes. @stephanhov #eduweb17 http://www.ecityinteractive.com/blog/6-hugely-successful-higher-ed-social-media-days-of-giving/
  15. 15. @stephanhov #eduweb17 Empower Advocates to Write Reviews 67% Use social media to research colleges 58% 20% Online reviews were important to college selection process Online ratings and reviews were most influential digital channels https://www.eab.com/daily-briefing/2016/05/13/58-of-prospects-use-online-reviews-to-choose-a-college http://www.orange-element.com/thinking/higher-education-marketing-prospective-students/
  16. 16. Nurture (Ongoing Value for Everybody) @stephanhov #eduweb17
  17. 17. • Measuring Performance • Communicating Success @stephanhov #eduweb17 Value for YOU: Think Return on Objectives, not Return on Investment
  18. 18. • Match reward with perception of value • Develop a spectrum as advocacy matures @stephanhov #eduweb17 Value for THEM: Open dialog with advocates will uncover what’s valuable to them
  19. 19. @stephanhov #eduweb17 Stephan Hovnanian Bambu by Sprout Social @stephanhov Empowering People to Make an Impact: Advocacy in Higher Ed

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