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How  to  Make  Social  Media  Work  for  You     Region  XII  
How  to  Make  Social  Media  Work  for  You     Presenta;on  created  by:   Kayla  Pa@erson   GoMedia  Coordinator,   GoAbroad.com   kayla.pa7erson@goabroad.com   Amber  Ke@mann   Senior  University  Rela?ons   Coordinator,  CISabroad   ake7mann@cisabroad.com  
Main  Topics   1.  Why  Social  Media  is  Important   2.  Social  Media  from  Varying  Perspec?ves   3.  Examples  of  Successful  Campaigns   4.  Four  Steps  to  Success  
Why  Social  Media  is  Important   #1:  Social  Media  is  where  your  audience  is!  
Why  Social  Media  is  Important   #2:  Interna?onal  Educators  are  using  social  media.   Social  Media  Usage  in  Interna;onal  Educa;on   94.20%   64%   62.80%   50%   34.90%   25.60%   10.50%   10.50%   5.80%  
Why  Social  Media  is  Important   #3:  Social  Media,  done  well,  yields  results.   Results  Experienced  from  Social  Media  Ac;vity   None   11.40%   Increased  office  visits  from   25.30%   par?cipants   Increased  a7endance  at  events   29.10%   Increase  in  inquiries  from  online   34.20%   sources  (contact  us  forms,  etc.)   Increased  website  traffic   50.60%   Increase  in  fans  or  followers   81%  
Social  Media  from  Varying  Perspec?ves   Social  media   Social  media   Social  media   as  a  study   as  a  provider   as  an  online   abroad  office   marke?ng   firm   Write  down  which  of  these  you  would  consider  your   perspec?ve,  as  well  as  what  you  think  your  Social   Media  Marke?ng  objec?ves  are.  
Social  Media  from  Varying  Perspec?ves   1.  Social  media  as  a  study  abroad  office   –  Common  Objec?ves:   –  Increase  awareness  of  study  abroad/study  abroad  office   –  Increase  awareness  of  all  programs   –  Increase  study  abroad  applicants   –  Foster  online  rela?onships  with  any  affiliated  providers   –  Successful  Campaign  Ideas:   –  Cross-­‐promo?ons  with  your  campus  social  media  channels   –  Study  abroad  alumni/current  student  photo  contest   –  Study  abroad  ?p/tes?monial/photo  of  the  week  
Cross-­‐promo;ons  with  your  campus  social  media  channels   –  University  of  Melbourne  North  America  Office  &  Global  Mobility  Office  
Study  abroad  alumni/current  student  photo  contest   –  Rutgers  Study  Abroad  Photo  Contest  Winners   »  Facebook   »  Flickr  
Study  abroad  ;p/tes;monial/photo  of  the  week   –  Florida  Travel  +  Life’s  Photo  of  the  Week  
Social  Media  from  Varying  Perspec?ves   2.  Social  media  as  a  provider   –  Common  Objec?ves:     –  Increase  awareness  of  your  organiza?on/programs   –  Increase  study  abroad  applicants   –  Foster  online  rela?onships  with  affiliate  universi?es   –  Foster  online  rela?onships  with  alumni   –  Successful  Campaign  Ideas:   –  Country  specific  media  campaigns,  i.e.  fun  facts,  photos,   videos  about  the  specific  loca?on   –  Fan  gated  promo?ons/contests   –  Alumni  spotlights/features  
Country  specific  media  campaigns,  i.e.  fun  facts,  photos,  videos   –  CISabroad  country  videos  and  photos  
Fan  gated  promo;ons/contests   –  CIEE  “In  the  World”  Photo  Contest  
Alumni  spotlights/features   –  API  Study  Abroad’s  Alumni  outreach  and  groups  
Social  Media  from  Varying  Perspec?ves   3.  Social  media  as  an  online  marke?ng  firm   –  Common  Objec?ves:   –  Increase  brand  awareness/website  traffic   –  Engage  with  clients  and  customers   –  Compliment  tradi?onal  marke?ng  efforts   –  Successful  Campaign  Ideas:   –  Blog/ar?cle  series   –  Photo  of  the  week/blog  of  the  week   –  Contests/giveaways/photos  of  staff  on  the  road  
Blog/ar;cle  series   –  GoAbroad’s  “Discover  Your  Value”  Blog  Series  
Photo  of  the  week/blog  of  the  week   –  GoAbroad  Blog  of  the  Week   –  GoMedia  travel  inspira?on  photos  
Contests/giveaways/photos  of  staff  on  the  road   –  GoAbroad  Cover  Photo  Contest   –  GoMedia  Staff  photo  album  
Social  Media  from  Varying  Perspec?ves   What  social  media  campaigns  have  you  tried  or   found  successful?  
Four  Step  Approach  to  Social  Media   Understand & Strategize   Measure, Create Content Evolve, Repeat & Integrate   Manage & Monitor  
Step  1:  Understand  &  Strategize   To-Do Items:  Follow Trends and Use Resources ☐ Build Editorial Calendars
Step  2:  Create  Content  &  Publish   Create Content Be Edgy, Creative, BE BOLD Empowerment, be You! Publish Social Media Channels, Traditional Media, Anywhere it makes sense!
Step  3:  Manage  &  Monitor   Management of Social Media A time when micro-management is successful! - Be consistent, use up-to-date posts and content - Optimize scheduling & posting times Tools: Tweriod, HootSuite Monitoring the Channels Become the “Big Brother” of your brand. - Spam & inappropriate comment removal - Responding to requests & comments - DON’T delete undesirable comments! Tools: HyperAlerts, Google Alerts, FollowerWonk
Step  4:  Measure,  Evolve   &  Repeat     Social Media Tape Measure: –  Facebook Insights, Google Analytics, Crowdbooster Social Evolution Change, Create & Be Original
Key  Take-­‐Aways   1.  Be  present  where  your  audience  is  present  (social   media!)   2.  Learn  how  to  effec?vely  use  social  media  from  your   organiza?on’s  perspec?ve   3.  Create  a  social  media  strategy;  follow   predetermined  steps   4.  Understand  and  u?lize  resources…  
Understand  &  U?lize  Resources   •  Websites/blogs   –  Mashable.com   –  HubSpot  Blog   –  GoMedia  Blog   •  eBooks   –  Social  Media  Tips  for   Interna?onal  Educa?on   –  Radian6  Social  Media  eBooks   •  Webinars   –  GoMedia  Webinars   –  HubSpot  Webinar  Archive  
Contact  GoMedia  for  more  informa?on!   Jonathan Miers – jonathan.miers@goabroad.com Kayla Patterson – kayla.patterson@goabroad.com Twitter: @_GoMedia_ Email: GoMedia@GoAbroad.Com Website: GoMedia.GoAbroad.Com
Ques?ons?  

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How to make social media work for you

  • 1. How  to  Make  Social  Media  Work  for  You     Region  XII  
  • 2. How  to  Make  Social  Media  Work  for  You     Presenta;on  created  by:   Kayla  Pa@erson   GoMedia  Coordinator,   GoAbroad.com   kayla.pa7erson@goabroad.com   Amber  Ke@mann   Senior  University  Rela?ons   Coordinator,  CISabroad   ake7mann@cisabroad.com  
  • 3. Main  Topics   1.  Why  Social  Media  is  Important   2.  Social  Media  from  Varying  Perspec?ves   3.  Examples  of  Successful  Campaigns   4.  Four  Steps  to  Success  
  • 4. Why  Social  Media  is  Important   #1:  Social  Media  is  where  your  audience  is!  
  • 5. Why  Social  Media  is  Important   #2:  Interna?onal  Educators  are  using  social  media.   Social  Media  Usage  in  Interna;onal  Educa;on   94.20%   64%   62.80%   50%   34.90%   25.60%   10.50%   10.50%   5.80%  
  • 6. Why  Social  Media  is  Important   #3:  Social  Media,  done  well,  yields  results.   Results  Experienced  from  Social  Media  Ac;vity   None   11.40%   Increased  office  visits  from   25.30%   par?cipants   Increased  a7endance  at  events   29.10%   Increase  in  inquiries  from  online   34.20%   sources  (contact  us  forms,  etc.)   Increased  website  traffic   50.60%   Increase  in  fans  or  followers   81%  
  • 7. Social  Media  from  Varying  Perspec?ves   Social  media   Social  media   Social  media   as  a  study   as  a  provider   as  an  online   abroad  office   marke?ng   firm   Write  down  which  of  these  you  would  consider  your   perspec?ve,  as  well  as  what  you  think  your  Social   Media  Marke?ng  objec?ves  are.  
  • 8. Social  Media  from  Varying  Perspec?ves   1.  Social  media  as  a  study  abroad  office   –  Common  Objec?ves:   –  Increase  awareness  of  study  abroad/study  abroad  office   –  Increase  awareness  of  all  programs   –  Increase  study  abroad  applicants   –  Foster  online  rela?onships  with  any  affiliated  providers   –  Successful  Campaign  Ideas:   –  Cross-­‐promo?ons  with  your  campus  social  media  channels   –  Study  abroad  alumni/current  student  photo  contest   –  Study  abroad  ?p/tes?monial/photo  of  the  week  
  • 9. Cross-­‐promo;ons  with  your  campus  social  media  channels   –  University  of  Melbourne  North  America  Office  &  Global  Mobility  Office  
  • 10. Study  abroad  alumni/current  student  photo  contest   –  Rutgers  Study  Abroad  Photo  Contest  Winners   »  Facebook   »  Flickr  
  • 11. Study  abroad  ;p/tes;monial/photo  of  the  week   –  Florida  Travel  +  Life’s  Photo  of  the  Week  
  • 12. Social  Media  from  Varying  Perspec?ves   2.  Social  media  as  a  provider   –  Common  Objec?ves:     –  Increase  awareness  of  your  organiza?on/programs   –  Increase  study  abroad  applicants   –  Foster  online  rela?onships  with  affiliate  universi?es   –  Foster  online  rela?onships  with  alumni   –  Successful  Campaign  Ideas:   –  Country  specific  media  campaigns,  i.e.  fun  facts,  photos,   videos  about  the  specific  loca?on   –  Fan  gated  promo?ons/contests   –  Alumni  spotlights/features  
  • 13. Country  specific  media  campaigns,  i.e.  fun  facts,  photos,  videos   –  CISabroad  country  videos  and  photos  
  • 14. Fan  gated  promo;ons/contests   –  CIEE  “In  the  World”  Photo  Contest  
  • 15. Alumni  spotlights/features   –  API  Study  Abroad’s  Alumni  outreach  and  groups  
  • 16. Social  Media  from  Varying  Perspec?ves   3.  Social  media  as  an  online  marke?ng  firm   –  Common  Objec?ves:   –  Increase  brand  awareness/website  traffic   –  Engage  with  clients  and  customers   –  Compliment  tradi?onal  marke?ng  efforts   –  Successful  Campaign  Ideas:   –  Blog/ar?cle  series   –  Photo  of  the  week/blog  of  the  week   –  Contests/giveaways/photos  of  staff  on  the  road  
  • 17. Blog/ar;cle  series   –  GoAbroad’s  “Discover  Your  Value”  Blog  Series  
  • 18. Photo  of  the  week/blog  of  the  week   –  GoAbroad  Blog  of  the  Week   –  GoMedia  travel  inspira?on  photos  
  • 19. Contests/giveaways/photos  of  staff  on  the  road   –  GoAbroad  Cover  Photo  Contest   –  GoMedia  Staff  photo  album  
  • 20. Social  Media  from  Varying  Perspec?ves   What  social  media  campaigns  have  you  tried  or   found  successful?  
  • 21. Four  Step  Approach  to  Social  Media   Understand & Strategize   Measure, Create Content Evolve, Repeat & Integrate   Manage & Monitor  
  • 22. Step  1:  Understand  &  Strategize   To-Do Items:  Follow Trends and Use Resources ☐ Build Editorial Calendars
  • 23. Step  2:  Create  Content  &  Publish   Create Content Be Edgy, Creative, BE BOLD Empowerment, be You! Publish Social Media Channels, Traditional Media, Anywhere it makes sense!
  • 24. Step  3:  Manage  &  Monitor   Management of Social Media A time when micro-management is successful! - Be consistent, use up-to-date posts and content - Optimize scheduling & posting times Tools: Tweriod, HootSuite Monitoring the Channels Become the “Big Brother” of your brand. - Spam & inappropriate comment removal - Responding to requests & comments - DON’T delete undesirable comments! Tools: HyperAlerts, Google Alerts, FollowerWonk
  • 25. Step  4:  Measure,  Evolve   &  Repeat     Social Media Tape Measure: –  Facebook Insights, Google Analytics, Crowdbooster Social Evolution Change, Create & Be Original
  • 26. Key  Take-­‐Aways   1.  Be  present  where  your  audience  is  present  (social   media!)   2.  Learn  how  to  effec?vely  use  social  media  from  your   organiza?on’s  perspec?ve   3.  Create  a  social  media  strategy;  follow   predetermined  steps   4.  Understand  and  u?lize  resources…  
  • 27. Understand  &  U?lize  Resources   •  Websites/blogs   –  Mashable.com   –  HubSpot  Blog   –  GoMedia  Blog   •  eBooks   –  Social  Media  Tips  for   Interna?onal  Educa?on   –  Radian6  Social  Media  eBooks   •  Webinars   –  GoMedia  Webinars   –  HubSpot  Webinar  Archive  
  • 28. Contact  GoMedia  for  more  informa?on!   Jonathan Miers – jonathan.miers@goabroad.com Kayla Patterson – kayla.patterson@goabroad.com Twitter: @_GoMedia_ Email: GoMedia@GoAbroad.Com Website: GoMedia.GoAbroad.Com