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Engaging prospective students using social media


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How to increase your admissions pipeline using social media

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Engaging prospective students using social media

  1. 1. UAS Conference Series 2013/14 Engaging with prospective students using social media Tess Ablitt and Nicola Mastroddi Graduate Admissions and Funding 1 October 2013 14 September 2010 @oxfordgradstudy Page 1
  2. 2. Why should we use social media? • • • • • Show a human side to Oxford – engage informally Flexible, low-cost channel which students occupy Quick distribution of news, events and updates Allow prospective and current students to interact with each other Act as a central hub for all graduate-specific news @oxfordgradstudy 1 October 2013 Page 2
  3. 3. How do we use social media? 1,860 followers (using for 2 years) 2,500 followers (using for 6 months as a PAGE) 206 followers (using for 8 months) Using for 1 month; stats to come! Feed into the University’s Facebook and Weibo Other channels to consider: LinkedIn, Vimeo, Flickr, Google+, Vine, Delicious, Digg, StumbleUpon and the list goes on! @oxfordgradstudy 1 October 2013 Page 3
  4. 4. How should we use social media? WEBSITE Quick updates re. news and events Boards of photos to represent your brand PRIMARY CHANNELS SUBSIDIARY CHANNELS Promote news & events using photos, videos Collections of graduate-related videos • Regularly engage students with interesting and relevant content • Call to actions are important and always measure effectiveness @oxfordgradstudy 1 October 2013 Page 4
  5. 5. CONTENT QUIZ: FACEBOOK AND TWITTER • Five past Facebook posts and five past Tweets from our accounts on your handouts • In pairs, we want you to rank the posts by popularity and discuss the reasons why you’ve ranked them this way • Results and discussion @oxfordgradstudy 1 October 2013 Page 5
  6. 6. HOW TO BRAND Important to retain your brand in your social media so people instantly recognise you and to give your account credibility, e.g. consistent logo, colour palette, account names @oxfordgradstudy 1 October 2013 Page 6
  7. 7. HOW TO PROMOTE • Hard copy promotional materials • Website • Promote through each social media channel • Email signatures • Any communications to your target audience • Ask the main university page/GAF to share your content • Facebook advertising and boosting posts • Follow some influential accounts and hope they follow you! @oxfordgradstudy 1 October 2013 Page 7
  8. 8. THINGS TO CONSIDER • Senior management buy-in: develop a Strategy/Policy Tools: •Research externally – benchmark with competitors •Research internally – current use within the university •Establish target audience, objectives, targets and methods •Establish use and resources needed •How to measure success and future considerations @oxfordgradstudy 1 October 2013 Page 8
  9. 9. HOW TO POST/TWEET • Regular posting to engage/inform followers • Simple language – informal and friendly tone • Include link for further info and call to action (FB can track; use for Twitter) • Include photos or videos to represent post • Time of day and during week • Schedule into Hootsuite if not in the office • Twitter – 140 characters; Facebook – no restrictions @oxfordgradstudy 1 October 2013 Page 9
  10. 10. POST-BUILDING EXERCISE Using the previous principles explained, we want you to create a post for either Facebook and Twitter in groups. Topic: new graduate course launched – see handout @oxfordgradstudy 1 October 2013 Page 10
  11. 11. HOW TO MEASURE SUCCESS It is important to measure your impact on social media and provide regular reports to inform your team of progress Tools to use: • Google Analytics – campaign tracking links • – track shortened links • Facebook Insights • Crowdbooster @oxfordgradstudy 1 October 2013 Page 11
  12. 12. <screen shot of Google Analytics – campaign tracking> @oxfordgradstudy 1 October 2013 Page 12
  13. 13. QUESTIONS? @oxfordgradstudy 1 October 2013 Page 13