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Using CRM and Marketing Automation for Higher Education

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How to Improve Experiences for Prospects, Students, and Alumni UNITEC Case Study

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Using CRM and Marketing Automation for Higher Education

  1. 1. How to Improve Experiences for Students and Alumni UNITEC Case Study Jesús Hoyos, Solvis Consul1ng, LLC www.jesushoyos.com @jesus_hoyos #CRMEvolu1on #CustSE 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 1
  2. 2. The Growth Hacker: Data, Audiences, Content hSp://www.unitec.mx/ hSp://www.laureate.net/ 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 2
  3. 3. Communi:es: Listening and Engagement 80,000 Students 250k Prospects 25% of prospects and 75% of students are engaged via blogs, community and social media Listening: More than 20,000 students are rejected from the public university. Ideal prospects to engage. 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 3
  4. 4. 1. Engagement with prospects 2. Quick response with social media – customer service & sales 3. Convert prospects into students Key Requirements for Unitec: Provide customer service during the sales process 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 4
  5. 5. ¿Cómo lo hicimos? •  Conversa1on Map and Social Media Data to get buy-in from CxOs and Deans from each campus •  Created use cases •  Clean up Social Media Channels First Step: Get Execu:ve Buying 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 5
  6. 6. ¿Cómo lo hicimos? •  Convert from Yahoo Awnser to Facebook and own community •  Selected the key channels to engage •  Implemented technologies to engage prospects and students Second Step: Con:nous listening of different audiences 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 6
  7. 7. •  Content Marke1ng •  Marke1ng Automa1on •  Customer Service via Social Media: community, advocates, knowledge base •  Key metrics: NPS, Resolu1on Index, Time to Response, Time to Engage, Time of Resolu1on ¿Cómo lo hicimos?Third Step: The Team 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 7
  8. 8. ¿Cómo lo hicimos? •  Based on social media data •  Based on segments and audiences •  Based of prospec1ng and selling cycles •  Based on buyer personas: parents and students Fourth Step: Content Marke:ng 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 8
  9. 9. ¿Cómo lo hicimos? 3. Convert 1. Create Close Interac1ons via CTAs Follow up Content Site Visit 2. Promote •  Facebook Post •  Knowledge ase •  Web Content •  Videos •  Blogs •  Facebook Tabs •  Communi1es •  NewsleSers •  E-mail •  E-books •  Call Center •  Campus Visit •  Demos Fourth Step: More Content Marke:ng – Contact Nurturing Buyer Personas + Audiences 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 9
  10. 10. 1.  Call Center 2.  Adminsions 3.  Campus 4.  Student Services ¿Cómo lo hicimos?FiPh Step: Incorporate Social Media to the other non social channels and processes 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 10
  11. 11. -  Community Managers for each campus -  Roles and Resposabili1es -  Local content marke1ng -  Distributed marke1ng ¿Cómo lo hicimos?Sixth Step: Make it local 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 11
  12. 12. Community Managers facilitate conversa@on using monitoring tools CC Agents solve problems using CRM Community back office ac@vi@es Knowledge Management Community + Knowledge base Corporate Channels Monitoreo y atención The Opera:on 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 12
  13. 13. Ecosistema digital Web + Blog Landing Pages Chat Community Social Media Solovinos Reps Tele MKT Marke1ng Automa1on E-commerce Prospects The Ecosystem 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 13
  14. 14. Results Show me the money!!! 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 14
  15. 15. Alumnos inscritos por redes sociales Enrollment 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 15
  16. 16. Conversion: Closed Deals 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 16
  17. 17. Crecimiento en Facebook Seguidores Facebook Interacciones Facebook Facebook: Fans and Engagement 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 17
  18. 18. Atención a alumnos y prospectos Resolu@on index > 95% Cases Members Conversation Community, Cases, and Engagement 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 18
  19. 19. The Blog – by audiences and with CTAs •  252,220 visits •  + 63.28% 39,103 40,482 30,493 30,480 63,192 70,612 37,886 55,738 0 20,000 40,000 60,000 80,000 Octubre Noviembre Diciembre Enero Consumo C1 2015 vs 2014 2014 2015 +61% +74% +24% +82% 1. Organic traffic: 65% (SEO) 2. Direct traffic: 12% 3. Social and other channels: 23% (long tail) 105075 164035 13,044 30,488 8,700 23,708 16,187 19,356 0 50,000 100,000 150,000 200,000 2014 2015 Fuentes de tráfico C1 2015 vs 2014 Orgánico Directo Social Referencia +56% +133% +172% +16% 19 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  20. 20. Blog as a conver:on tool •  3,043 prospects read the blog as part of the decision process (30% of new students) •  Content Marke1ng with CTAs •  Moving from High School to College •  Scholarships and discounts •  Jobs •  Webinars about academics op1ons Blogs Contacts HS 304 UG 1,328 Bachelor 613 Online 572 Post 226 TOTAL 3,043 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  21. 21. Blogs and audiences •  Topics •  Health •  University Life •  Jobs •  About Unitec 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Octubre Noviembre Diciembre Enero Salud Vida Universitaria UNITEC Hoy Empleo 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  22. 22. Key Components 1.  Data: Social Media Listening & Marke1ng Automa1on data 2.  Audiences: Contact nurturing, Ads, Pos1ng, Advocates, Community 3.  Content Marke1ng: Part of the Contact Nurturing process 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  23. 23. Top Challenges 1.  Call Center & CRM Integra1on 2.  Digital vs Social Media 3.  Content Marke1ng Tool 4.  Skill sets 5.  Martech aligment (Zopim/Zendesk & GetSa1sfac1on/Sprinkr) 6.  Marke1ng Automa1on aligment 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  24. 24. Next Steps: 70/20/10 model 1.  Agile Marke1ng – “Test and Learn” 2.  Data Integra1on – “306 Degree View of Consumer” 3.  From Marketers to Marke1ng Technologists 4.  AdTech integra1on 5.  Marke1ng Dashboards – “Decision Making In real-1me” 6.  Customer Journeys 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  25. 25. Replicate the Ecosystem 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
  26. 26. Q&A - Thank you! Jesús Hoyos @jesus_hoyos www.solvisconsul1ng.com jesus.hoyos@solvisconsul1ng.com Connect with Roxana LinkedIn hSps://www.linkedin.com/in/ralanisv/en

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