How to Embrace Social Media in Your Student Outreach

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Social media has become a ubiquitous part of everyday life. Recognizing that it is essential to integrate your efforts surrounding the use of social media to complement your outreach, this workshop will include a discussion around tying these efforts together and best practices in doing so. This workshop is designed for those who are at the early stages of using social media at their organizations.

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  • Depending on your view of social media, it could be all three
  • Why is Social media hard? There are so many platforms to choose from. Many organization struggle not only to what platforms to use but also where to be.

  • http://marketingland.com/report-15-of-social-users-have-ended-a-friendship-because-of-social-media-more-social-tone-statistics-5667
  • Most relied on AND
    Make the most sense for the audience AND
    Expressed interest in them, Survey Monkey
  • Why are you doing what you are doing
  • Rachel

    You have seen where we are now this is where we are headed

    (Ground Swell 2008)

    In order to create a consistent message we need all parties to participate in our strategy of POST.
  • Veronica
  • Creating the social account is only the first piece of the puzzle, now you need to share information, but what?
  • Your audience is voting with their clicks.

    Guage interest in a topic by tracking the audience’s feedback
  • How to Embrace Social Media in Your Student Outreach

    1. 1. EMBRACE SOCIAL MEDIA IN YOUR STUDENT OUTREACH June 26, 2014
    2. 2. Agenda  Define Social Media Use  Review the Landscape  Understanding Your Target Audience  Define Your Strategy  Ideas for Content
    3. 3. Social Media  Social Media is a Channel Tool Vehicle A Waste of Time
    4. 4. Social Media Purpose
    5. 5. But Before You Jump In
    6. 6. 80% of Millennials use social media “several times a day
    7. 7. Millennials
    8. 8. Millennials Trust User- Generated Content 50% More Than Other Media
    9. 9. Social Platform Demographics Matter Pew Internet, February 2013 • The percentage of internet users who are on Twitter has doubled since November 2010, currently standing at 16%. • Those under 50, and especially those 18-29, are the most likely to use Twitter. • Urban dwellers are significantly more likely than both suburban and rural residents to be on Twitter 13
    10. 10. Channels You Can Use
    11. 11. Questions to Ask about Audience who are your target audiences? what are their unique needs? what do you need to tailor for each audience?
    12. 12. Now That You Have the Stats How to Use Social in Your Outreach
    13. 13. Your Outreach Needs
    14. 14. Nail Down Your Social Media Strategy: P.O.S.T **People’s Time, Content Curation and Creation, Distribution Create Your Formula for Social Media Success =
    15. 15. Strategy = Approach  What’s your goal?  Understand who you want to reach  What do you want your audience to know? Career Planning College Planning Financial Aid  Select Your Channels  Measure Your Effort
    16. 16. Social Media Strategy Model
    17. 17. You have your social channels, what are you going to share? How to Fuel Your Social Channels
    18. 18. Content
    19. 19. Successful social media starts with solid content marketing processes - Cathy McPhillips, Content Marketing Institute
    20. 20. Your Content Needs to… Solve.For.The.Student (or Parent or Teacher. So they will engage and SHARE
    21. 21. Content Process Research & Planning Content Creation Amplification Content Measurement
    22. 22. Content Marketing Process Research & Planning Content Creation Amplification Content Measurement • Interviews • Audit • Define Strategy • Editorial Calendar • Buyer Personas • Buying Cycle • Website • Social • Paid Media • Curation • Web traffic • Engagement • Sales Conversion
    23. 23. Content Recipe 4-1-1 Andrew Davis, author of “Brandscaping“: 4 pieces relevant to your audience. 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group. One piece should be original, educational content you created One piece should be sales-related — like a product notice, press release, or some other piece
    24. 24. Content can take many forms  Blog posts  Videos  Podcasts  Slideshare presentations  Infographics  E-books  Articles  Social media posts/tweets Content Marketing is about a consistent message(s) shared across multiple channels that drives an action. Commercial insight can be repurposed into different pieces to drive revenue.
    25. 25. Source: From Eloqua and JE
    26. 26. Type of Content  Informational  Event based  Need Based
    27. 27. Content Tip #1 32
    28. 28. Content Tip #2: Tweet Chats 33  #edchat, #satchat, #nyedchat and Beyond  Great Resource: http://blogs.edweek.org/edweek/finding_com mon_ground/2014/01/twitter_chats_an_hour_ well_worth_your_time.html
    29. 29. Content Tip #3 34
    30. 30. Content Tip #4 35
    31. 31. Content Tip #5 People love lists. Why not create Top ten major list using your Searc For Programs? Or create searches or unusual ma And post those to your social chan
    32. 32. Content Tip #6 Editorial Calendars
    33. 33. Content Tip #7
    34. 34. Content Tip #8 Share your students insights, the content and the way you amplified it with traditional media Which of the content types has worked best for you? (Story, Spectacle, Utility, Community) Insig ht
    35. 35. Content Tip #9
    36. 36. Social Media Measurement
    37. 37. • Transactional metrics (fans, FB impressions) • Comment sentiment • Organic search rank • Twitter Reach • Unique Daily Visits • Comments/Post ratio • RT • Duration- time on site • Retweet • Followers @mention • Amount of Sharing • Content shared most • Subscription • Facebook- Talking @This • Likelihood to Recommend • Change in purchase consideration • Positive reviews • Conversion to MQL • Visit to website or specific URL • Event attendance • Sales • Loyalty • Cost Savings • Cost Avoidance Social Media Measurement
    38. 38. • Radian6 • eBooks: http://www.salesforcemarketingcloud.com/resources/ebooks/ • Blog: http://www.salesforcemarketingcloud.com/blog/ • Webinars: http://www.salesforcemarketingcloud.com/resources/webinars/ • Public Relations Society of America (PRSA) • Blog: Building Marketing Strategies for Higher Education : http://buildingmarketingstrategies.wordpress.com/ • Blog: Social Media Strategies Summit: http://socialmediastrategiessummit.com/blog/ • Social Media Today, http://socialmediatoday.com/ • Metscher’s Musing, http://metschermusings.wordpress.com/ • Social Media Playbook: http://www.slideshare.net/rmetscher/social-media- playbook-20544843 • How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-own- social#awesm=~obTk8MFg9aUFHR Resource @rachelmetscher
    39. 39. • Marketplace Education: http://www.marketplace.org/topics/economy/education • Experian Blog: http://www.experian.com/blogs/marketing-forward/ • Content Marketing Institute: http://contentmarketinginstitute.com/ • How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media- business-strategy/ • http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential- components-of-successful-social-media-campaigns/ • Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to- promote-your-brand-on-youtube?adref=nlt062613 • Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-media-with- alan-knecht/ Resource @rachelmetscher
    40. 40. • Marketplace Education: http://www.marketplace.org/topics/economy/education • Experian Blog: http://www.experian.com/blogs/marketing-forward/ • Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/ • How to Setup a Social Media Business Strategy http://www.socialmediaexaminer.com/how-to-setup-a-social-media- business-strategy/ • http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential- components-of-successful-social-media-campaigns/ • Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to- promote-your-brand-on-youtube?adref=nlt062613 • Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-media-with- alan-knecht/ Resource @rachelmetscher
    41. 41. • Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy- not-tactics-drives-your-social-media • What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make- social-media-successful-higher-ed • 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh- inspired-and-creative • 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics- you-should-pay-attention • Social Yin and Yang: The Perfect Union of Strategic Listening and Real- Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin- and-yang-perfect-union-strategic-listening-and-real-time-engagement Resource @rachelmetscher
    42. 42. • Brian Solis, http://www.conversationprism.com/ • HootSuite blog, http://blog.hootsuite.com/social-media-storytelling-3/ • Winning the Sorytelling War by Jonah Sachs http://www.youtube.com/watch?feature=player_embedded&v=xvaPF_y-fiU • Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer- and-social-media-why-you-need-campfire-fishing-pole-and-good-story • Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business • Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/ • 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-more- important-than-strategy-43873 Resource @rachelmetscher

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