From Vanderbilt University: Jenny Mandeville and Anna Whinnery's presentation at the CASE III conference in Nashville, Tennessee on February 14, 2016. The topic is social media advertising and marketing for higher education professionals.

1. SOCIAL MEDIA MARKETING
FOR HIGHER EDUCATION
Pssst…you want to buy some followers?
#CASEVibeAds

2. 2
WHO WE ARE
JENNY MANDEVILLE
CONTENT MARKETING SPECIALIST
VANDERBILT UNIVERSITY
FOCUS: DEVELOPMENT & ALUMNI RELATIONS
ANNA WHINNERY
CONTENT MARKETING SPECIALIST
VANDERBILT UNIVERSITY
FOCUS: GRADUATE ADMISSIONS
@jennyshoots @annawhinnery
#CASEVibeAds

3. SETTING EXPECTATIONS
#CASEVibeAds

4. 4
DO YOU NEED ADS?
Yes, probably.
#CASEVibeAds

5. 5
DO YOU NEED ADS?
The BREAKDOWN
FACEBOOK
• Spend a little bit for a pretty big return
• Boost posts, or do an ad campaign
• Your likes and followers will go up for ANY advertising
• Limitations – targeting based on self-reporting
74%
Internet users have
Facebook accounts.
82%89%
(18-29) (30-49)
#CASEVibeAds

6. 6
DO YOU NEED ADS?
The BREAKDOWN
INSTAGRAM
• Wild west of advertising because they just opened it up; you
used to have to have millions of dollars
• You can do it through Facebook, analytics limited
• Limitations – there’s not much data on it yet, hard to set
benchmarks
53%
of 18-29 now use the service vs. 37% who did so in 2013.
#CASEVibeAds

7. 7
DO YOU NEED ADS?
The BREAKDOWN
TWITTER
• Spend a little, don’t get much return
• Bigger budget to make an impact
• Twitter cards, promoted tweets, lead generation
• Limitations - less information out there, harder to target
23%
of online adults use Twitter
#CASEVibeAds

8. 8
DO YOU NEED ADS?
The BREAKDOWN
YOUTUBE
• YouTube is the second-largest social networking site,
behind Facebook.
• Most popular among younger adults, African-
Americans and Hispanics.
• Tied in with Google Ad Words.
• Ads are extremely targeted, can be based on web
browsing habits.
• Remarketing
82%
of 18- to 29-year-olds used YouTube in 2014, compared with
34% of those 65 and older.
#CASEVibeAds

9. 9
DO YOU NEED ADS?
THE BREAKDOWN
SOCIAL
MEDIA
#CASEVibeAds

10. 10
BUDGETING
HOW MUCH IS TOO MUCH OR TOO LITTLE?
START SMALL
Even $50 is better than nothing to get your feet wet.
MISTAKES CAN HAPPEN
Mistakes can be made, we once spent over $2000 on a likes campaign that was ridiculous.
LEARN AS YOU GO
Start small, and see what works for your school. You’ll learn pretty quickly what works and what doesn’t.
BE FLEXIBLE
If it’s not working, don’t waste your money.
#CASEVibeAds

11. 11
Set Goals
1
Buy-in
3
Set Benchmarks
4
Revise & Repeat
5
Determine Metrics
2
HOW DO YOU MEASURE?
BENCHMARKS, METRICS, AND ANALYTICS
#CASEVibeAds

12. 12
Be on Facebook Business
Manager
Facebook has text
limitations & other weird
guidelines
Ads form that gets everything
2 advertising “experts”
Roadblocks you may run into
are internal; systems that do
not want to work with you to
embed proper tracking
Don’t forget you’re designing
for mobile, too
Don’t be afraid to try!
Your best audience is the one
that’s already loyal to you
TIPS AND TRICKS
LEARN FROM OUR TRIALS AND ERRORS
#CASEVibeAds

13. 13
How long is this information relevant?
Today.
Possibly tomorrow.
Probably not next week.
#CASEVibeAds

14. Web Communications
web.vanderbilt.edu
Jenny Mandeville
jenny.mandeville@vanderbilt.edu
@jennyshoots
Anna Whinnery
anna.whinnery@vanderbilt.edu
@annawhinnery
Any questions?
#CASEVibeAds