NAFSA Session: How to Make Social Media Work for You

How to Make Social Media Work for You

Presented by:

Brooke RobertsSenior Vice President, GoAbroad.comFounder, InsideStudyAbroad.combrooke.roberts@goabroad.com

Presentation created by:

Kayla PattersonGoMedia Coordinator, GoAbroad.comkayla.patterson@goabroad.com

Amber KettmannSenior University Relations Coordinator, CISabroadakettmann@cisabroad.com

How to Make Social Media Work for You

Main Topics

1. Why Social Media is Important

2. Social Media from Varying Perspectives

3. Examples of Successful Campaigns

4. Four Steps to Success

Why Social Media is Important#1: Social Media is where your audience is!

Over 955 million users

>80% of America's top colleges use social media in their recruiting process

23% of users login 5+ times per day

26% are ages 18-29 or

144.3 million people

Over 340 million tweets daily

60% of brand followers were likely to refer the brand to a friend

60% of businesses have a blog55% more website visitors for companies that blog

79% more Twitter followers for companies that blog

#2: International Educators are using social media.

Why Social Media is Important

Face

book

Twitter

YouTubeFli

ckr

Google+

Blog

Pinterest

Linke

dInNone

94%

64% 63%

26%

11%

50%

11%

35%

6%

Social Media Usage in International Education

#3: Social Media, done well, yields results.

Why Social Media is Important

Increase in fans or followers

Increased website traffic

Increase in inquiries from online sources (contact us forms, etc.)

Increased attendance at events

Increased office visits from participants

None

81.00%

50.60%

34.20%

29.10%

25.30%

11.40%

Results Experienced from Social Media Activity

Write down which of these you would consider your perspective, as well as what you think your Social

Media Marketing objectives are.

Social Media from Varying Perspectives

1. Social media as a study abroad office– Common Objectives:

– Increase awareness of study abroad/study abroad office– Increase awareness of all programs– Increase study abroad applicants– Foster online relationships with any affiliated providers

– Successful Campaign Ideas:– Cross-promotions with your campus social media channels– Study abroad alumni/current student photo contest– Study abroad tip/testimonial/photo of the week

Social Media from Varying Perspectives

Cross-promotions 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 tip/testimonial/photo of the week– Florida Travel + Life’s Photo of the Week

2. Social media as a provider– Common Objectives:

– Increase awareness of your organization/programs– Increase study abroad applicants– Foster online relationships with affiliate universities– Foster online relationships with alumni

– Successful Campaign Ideas:– Country specific media campaigns, i.e. fun facts, photos,

videos about the specific location– Fan gated promotions/contests– Alumni spotlights/features

Social Media from Varying Perspectives

Country specific media campaigns, i.e. fun facts, photos, videos– CISabroad country videos and photos

Fan gated promotions/contests– CIEE “In the World” Photo Contest

Alumni spotlights/features– API Study Abroad’s Alumni outreach and groups

3. Social media as an online marketing firm– Common Objectives:

– Increase brand awareness/website traffic– Engage with clients and customers– Compliment traditional marketing efforts

– Successful Campaign Ideas:– Blog/article series– Photo of the week/blog of the week– Contests/giveaways/photos of staff on the road

Social Media from Varying Perspectives

Blog/article series– GoAbroad’s “Discover Your Value” Blog Series

Photo of the week/blog of the week– GoAbroad Blog of the Week– GoMedia travel inspiration photos

Contests/giveaways/photos of staff on the road– GoAbroad Cover Photo Contest– GoMedia Staff photo album

What social media campaigns have you tried or found successful?

Social Media from Varying Perspectives

Four Step Approach to Social Media

Step 1: Understand & Strategize

To-Do Items: Follow Trends and Use Resources ☐ Build Editorial Calendars

Step 2: Create Content & Publish

Create ContentBe Edgy, Creative, BE BOLDEmpowerment, be You!

PublishSocial Media Channels, Traditional Media,Anywhere it makes sense!

Step 3: Manage & MonitorManagement 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 ChannelsBecome 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

REPEAT!

Key Take-Aways1. Be present where your audience is present (social

media!)

2. Learn how to effectively use social media from your organization’s perspective

3. Create a social media strategy; follow predetermined steps

4. Understand and utilize resources…

Understand & Utilize Resources

• Websites/blogs– Mashable.com– HubSpot Blog– GoMedia Blog

• eBooks– Social Media Tips for Internation

al Education– Radian6 Social Media eBooks

• Webinars– GoMedia Webinars– HubSpot Webinar Archive

Contact GoMedia for more information!

Jonathan Miers – jonathan.miers@goabroad.com

Kayla Patterson – kayla.patterson@goabroad.com

Twitter: @_GoMedia_Email: GoMedia@GoAbroad.ComWebsite: GoMedia.GoAbroad.Com

Questions?

Brooke Roberts

Senior Vice PresidentGoAbroad.combrooke.roberts@goabroad.com