Session 28Leveraging Social Media toDrive Awareness and IncreaseEngagement with Students                  Nicole Callahan ...
What have we been up to?• Social media isn’t new anymore     (But it is evolving)• Putting the customer first• With that, ...
StudentAid.gov Homepage3
Connect With Us!4
Facebook      www.facebook.com/FederalStudentAid5
Facebook6
Twitter          www.twitter.com/FAFSA7
YouTube      www.youtube.com/FederalStudentAid8
YouTube9
Storify          www.storify.com/FAFSA10
StorifySource: Storify.com       11
Visual.ly       www.visual.ly/users/FederalStudentAid12
Infographics13
Use Listening to CreateBetter Content14
What is Online Customer Listening?      Every good conversation starts with good listening 15
Getting Started…            Identify keywords            Set up your search            Be prepared16
Identify Keywords     KISS           Consider Misspellings17
Set Up Your SearchSource: SocialMention.com       18
Set Up Your Search                           www.boardreader.comSource: BoardReader.com       19
Set Up Your SearchSource: alerts.google.com        20
And As the Boy Scouts Said…21
You Can Listen Until You’re Blue in the Face  22
Why do it?How we listen and what we listen to affects how we strategize and respond to our customers.                     ...
Create Relevant Content           We use online customer listening to:                       Identify FAQs                ...
Identify Key Customer IssuesSource: Twitter.com – All tweets public        25
Increase StudentEngagement26
Visuals Visuals Visuals!27
Mobile28
Host “Office Hours” onlineSource: Twitter.com – All tweets public     29
Host “Office Hours” online30
Impromptu “Office Hours”Source: Twitter.com – All tweets public        31
Leverage FSA content foryou own Facebook, Twitterand YouTube Accounts32
As My Mother Always Said…           Sharing is Caring33
Beg, Borrow & Steal (Really!)34
Add the @FAFSA Stream to Your Site                    Go to: http://twitter.com/widgets (must be logged in)COPY & PASTE: <...
Embed our YouTube Videos In Your Site 36
Embed our Infographics In Your Site      Go to: http://visual.ly/users/FederalStudentAid 37
StudentAid.gov/resources38
Measure the Effectiveness ofyour Efforts39
How successful are you?•    The Big 6     • Potential Reach     • Engagement Volume     • Amplification Rate     • Engagem...
Impact StoriesSource: Twitter.com – All tweets public
QUESTIONS?      Keep in touch: FSANewMedia@ed.gov42
Resources      Federal Student Aid Social Media     www.facebook.com/FederalStudentAid           www.twitter.com/FAFSA    ...
Resources       Resources on StudentAid.gov         StudentAid.gov/resources           StudentAid.gov/social      Customer...
Resources                   Social Media Measurement Potential Reach                         Engagement Volume     (# of p...
Resources                  Social Media Measurement Amplification Rate                           Engagement Rate          ...
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Leveraging Social Media to Drive Awareness and Increase Engagement with Students

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Session 28 FSA Fall Conference 2012. This session will provide financial aid administrators and college access professionals with an overview of FSA’s new social media platforms and activities. Learn how you can use online listening to create better content; leverage FSA content for your own Facebook, Twitter, and YouTube pages; increase student engagement with your pages and learn how you can measure effectiveness of your efforts.

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  • Leveraging Social Media to Drive Awareness and Increase Engagement with Students

    1. 1. Session 28Leveraging Social Media toDrive Awareness and IncreaseEngagement with Students Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference
    2. 2. What have we been up to?• Social media isn’t new anymore (But it is evolving)• Putting the customer first• With that, drumroll please… 2
    3. 3. StudentAid.gov Homepage3
    4. 4. Connect With Us!4
    5. 5. Facebook www.facebook.com/FederalStudentAid5
    6. 6. Facebook6
    7. 7. Twitter www.twitter.com/FAFSA7
    8. 8. YouTube www.youtube.com/FederalStudentAid8
    9. 9. YouTube9
    10. 10. Storify www.storify.com/FAFSA10
    11. 11. StorifySource: Storify.com 11
    12. 12. Visual.ly www.visual.ly/users/FederalStudentAid12
    13. 13. Infographics13
    14. 14. Use Listening to CreateBetter Content14
    15. 15. What is Online Customer Listening? Every good conversation starts with good listening 15
    16. 16. Getting Started… Identify keywords Set up your search Be prepared16
    17. 17. Identify Keywords KISS Consider Misspellings17
    18. 18. Set Up Your SearchSource: SocialMention.com 18
    19. 19. Set Up Your Search www.boardreader.comSource: BoardReader.com 19
    20. 20. Set Up Your SearchSource: alerts.google.com 20
    21. 21. And As the Boy Scouts Said…21
    22. 22. You Can Listen Until You’re Blue in the Face 22
    23. 23. Why do it?How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Listening To Our Customers Identify Key Customer Issues 23
    24. 24. Create Relevant Content We use online customer listening to: Identify FAQs Determine seasonal/timely content Get feedback on our products and services24
    25. 25. Identify Key Customer IssuesSource: Twitter.com – All tweets public 25
    26. 26. Increase StudentEngagement26
    27. 27. Visuals Visuals Visuals!27
    28. 28. Mobile28
    29. 29. Host “Office Hours” onlineSource: Twitter.com – All tweets public 29
    30. 30. Host “Office Hours” online30
    31. 31. Impromptu “Office Hours”Source: Twitter.com – All tweets public 31
    32. 32. Leverage FSA content foryou own Facebook, Twitterand YouTube Accounts32
    33. 33. As My Mother Always Said… Sharing is Caring33
    34. 34. Beg, Borrow & Steal (Really!)34
    35. 35. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in)COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a> <script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)) {js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter- wjs");</script> 35
    36. 36. Embed our YouTube Videos In Your Site 36
    37. 37. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid 37
    38. 38. StudentAid.gov/resources38
    39. 39. Measure the Effectiveness ofyour Efforts39
    40. 40. How successful are you?• The Big 6 • Potential Reach • Engagement Volume • Amplification Rate • Engagement Rate • Conversion Rate • Impact Stories40
    41. 41. Impact StoriesSource: Twitter.com – All tweets public
    42. 42. QUESTIONS? Keep in touch: FSANewMedia@ed.gov42
    43. 43. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid43
    44. 44. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com44
    45. 45. Resources Social Media Measurement Potential Reach Engagement Volume (# of posts) * (# of fans) # of comments, likes & shares (# of posts) * (# of followers) # of mentions, replies, retweets & favorites (# of posts) * (# of subscribers) # of comments, shares & thumbs up45
    46. 46. Resources Social Media Measurement Amplification Rate Engagement Rate # of comments, likes & shares per post Shares per post Retweets per tweet # of mentions, replies, retweets & favorites per tweet Share clicks per post # of comments, shares & thumbs up per post Conversion Rate Number of clicks on the links in your social media posts46

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