How to use social media in enrollment marketing - ABHE 2011 Presentation

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How to use social media in enrollment marketing - ABHE 2011 Presentation

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Social Media

How to Use Social Media in Enrollment MarketingJoe MulvihillSEO Manager

What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Key Takeaways From TodayHow to leverage social media in your enrollment marketing effortsTools that you can use to enhance your social presenceRoadmap on how to enter the landscape

What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

What is Social Media?People connecting with friends, strangers and businessesSharing and broadcasting info Growing and evolvingThe future of the Web

growing and evolving - Mention that social media is becoming integrated into other sites, such as news and information sites7What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Why Social Media?Its where your fans are. In August, people spent more time on Facebook than GoogleSocial media use is up 43% year over year sourcePeople are talking are you listening?

Important to note that many companies are afraid to be involved in social media, because they dont want bad things about them online. Inevitably those things will show up, but its important that they are able to credibly defend themselves or add enough positive info so as to dilute the negative9What is your reason?Increase brand exposureBuild an online communityListen and engageStrengthen other online marketing tacticsSupport admissions reps with another tool

What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Popular Social Media SitesFacebookTwitterYouTubeLinkedin

Quick over view of the sites well be covering in more detail. Explain that your time depends upon what you want to accomplish, who you want to reach, and what tone you want your conversation to be. 12

Mention that its not just for kids anymore entire families are on facebook and its changing how and what people post.13FacebookLargest site in the United StatesUsed to connect with people the user already knowsAllows some customizationCan be integrated into any siteConstantly evolving

Mention that its not just for kids anymore entire families are on facebook and its changing how and what people post.14FacebookCreate a fan page and encourage people to Like itAnything published will be put into their feedAn excellent way to promote events, offers, etc.Create custom tabsFacebook Connect integrates into your siteMakes it easier for visitors to put you in front of their friends

FacebookBuild your audienceCurrent studentsProspective studentsAlumni membersFaculty/Staff

FacebookMaintain brand identityAdd additional informationHistory/About UsDegree programsCampus locationsCool featuresContact formContests

FacebookCreate Facebook eventsSends attendees a reminderYour institution will appear in front of their friends

FacebookStrategic engagementContestsQ&APolls and surveysConsistent updates

Facebook

Facebook Changes

TwitterUsed to broadcast informationTweets are being pulled into other sitesFollow, follow, follow, and people will follow you back

Tweets get aggregated on other sites by keywords, and Google search on timely topics23TwitterBroadcast information about your schoolLimited to 140 characters, so keep it shortShorten URLs by using bit.lySearch for people looking for/talking about you

24TwitterTargetStudentsAlumniCommunityEngageTweetRT@reply

TwitterAdmissions FAQsRespond to ?sProvide tipsConverse with people

TwitterWhat will your personality be?Fun and friendlyProfessional and informative Informal and personalCombination

YouTube2nd largest search engine24 hours of video uploaded each minute2 billion+ views per dayDemographic is broad: 18-54 years oldYouTubeVideo contentEducational materialClass samplesTestimonialsEvent informationHow-to guidesPromotional material

YouTubeCustomize the background imageAdditional functionality if EDU status:Clickable linkBanner headerMust apply for EDU statusOne channel per institutionEstablished channel with representative amount of educational videosYouTube

Note that this is not a the best way to find students, but to develop the staff and find vendors.33LinkedInUsed to connect professionallyConnect with:Alumni Area employersPotential new students/employees90 million worldwide usersA new user joins every secondNote that this is not a the best way to find students, but to develop the staff and find vendors.34LinkedinOptimize company profileCreate Linkedin group

LinkedinBuild your audienceCurrent studentsAlumni membersFaculty/staff/employeesArea employers

LinkedinCreate/engage in discussionsFAQsRelevant school topicsCareer fair updatesCareer services updatesIndustry news

LinkedinHow to use for enrollment marketingPosition Linkedin as an assetOnline resumeHelp current students/alumni setupShows your school is current or up-to-dateAdditional OpportunitiesFoursquareDiggStumbleUponSquidooSCVNGR

HubPagesYahoo! AnswersFlickrBloggingSlideshareAdvertising on Social SitesPaid advertising on the individual sitesPromoted YouTube videosPromoted tweetsFacebook adsLinkedin adsTarget specific demo within the networksWhat Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Measure PerformanceNumber of connectionsNumber of posts/commentsInquiries generated through contact formReferral traffic to branded websiteSocial sentimentMeasure PerformanceTools to useWeb analyticsGoogle Analytics, WebTrends, etc.Self-monitoringManually checking the profiles/accountsSocial monitoring software SM2 Alterian, Spiral 16, Social Mention, etc.

Social Monitoring SoftwareConversations occur everywherePublic perception impactUnderstand and then engageMeasure impact of online branding efforts

What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Creating a Cohesive CampaignBefore you initiate a campaign, consider What is your expected outcome?How much time will you be able to devote?What resources are available to market your brand?

Time consistency is important, so one or two profiles that get updated regularly are better than 10 that dont.

Social media is not expensive in that the tools are cheap, but it takes A LOT of time.46Strategic PlanningBefore you go online, consider Who do you want to reach? Students? Their friends/family? Other professionals?What engaging ideas, videos & images will you publish to capture your networks attention?How can you complement what youre doing on your website/blog?Time consistency is important, so one or two profiles that get updated regularly are better than 10 that dont.

Social media is not expensive in that the tools are cheap, but it takes A LOT of time.47Strategic PlanningOnce you know what to say, find where to say it.Research your initial networksStart with one or twoCreate your accountsFriend and follow to build up your community

Accounts should be created for the company or brand, not a specific person people leave.

Facebook and Twitter (and MSB) are obvious places to start. If they are regularly blogging, Kirtsy and StumbleUpon are fast and easy ways to promote content they are already writing.

Friending and following is crucial, but also not that much fun. They must do it in order to be successful. Searching for people on related keywords is a good start, and there are also some tools that can help. This is also a place where having an agency is really beneficial.48Strategic ExecutionEngage with your communityDont just blast out information talk to peopleFind the influencers in your areaAnalyze everythingAccounts should be created for the company or brand, not a specific person people leave.

Facebook and Twitter (and MSB) are obvious places to start. If they are regularly blogging, Kirtsy and StumbleUpon are fast and easy ways to promote content they are already writing.

Friending and following is crucial, but also not that much fun. They must do it in order to be successful. Searching for people on related keywords is a good start, and there are also some tools that can help. This is also a place where having an agency is really beneficial.49Website Marketing TipsAdd social media buttons to your site

Utilize multiple channels expand your reachAuthenticity is everything Be yourself!Learn and respect the norms of the community

The buttons are easy to add. You can add them individually for specific networks, or use free services such as AddThis that will include all the networks.50What Well CoverWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

ResourcesBlogshttp://mashable.com/social-media/ http://sphinn.com/hot/SocialMedia/ http://www.facebook.com/developers/ Social SitesUtilize Twitter to stay up on news/trendsResearch siteseMarketerWhat Weve CoveredWhat is social media?Why social media?Social media sites and how to use themMeasuring the value of social mediaHow to get started with social mediaResourcesQuestions

Questions?Joe MulvihillSEO Managerjoe.mulvihill@plattformad.com

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