Personalizing Social Campaigns · Personalization translates to ”fit” 91% of students expect a...

Personalizing Social

Campaigns:

The “Picture Yourself Here”

Experience at Northeastern

University

…our audience is growing up in an

environment where personalized

experiences is the norm.

It’s Amazon’s World. The USPS Just

Delivers in It...

How do we translate meaningful

personalized experiences into the

social sphere for prospective

students?

1. Visual content is king

2. Information must be relevant

3. Authenticity is especially critical here

4. And fit means the difference between

being on a college list or being left off

Principals

Visual Content is King

The Rise of the Snapchat (and maybe Instagram Stories)

• VISUAL PLATFORM

• Geofilters

• Easier access to Stories

• Lenses (puppies and rainbows)

Source:Statica 2016

Information must be relevant and be on relevant platforms

Source:Statica 2016

77% of twitter users feel more positive about a

brand when their tweet has been replied to—

especially when their concern is addressed

personally.

Source: Brandwatch Analytics 2016

Authenticity is critical

Personalization translates to ”fit”

91% of students expect

a communication

response tailored to

them within 24 hours of

engaging on a social

media platform

72% who make a

complaint on twitter

expect a response

within an hour.

Source: Pew Research 2015

Kicking off the 2015-2016 Admissions cycle,

prospective and admitted Northeastern

students have been encouraged to picture

themselves at Northeastern through a

variety of different social tactics.

"Picture Yourself Here” Campaign

Fall Open House

Selfie Spots

Northeastern-ized Photos

Return on Personalized Campaign

• 245 hits on the #NUReady Hashtag

• 69 photos shared by Prospective Students/Families

over a 10 hour span—most on Twitter

• 65 personalized photos shared back by UG Marketing

Personalized one on one engagement of

returning photos back to students helped

foster excitement, even for students who

were not selected to win campus visit

packages

Takeaways

Affirmation

Picture Yourself Here: Decision

Release

northeastern.edu/pictureyourselfhere

northeastern.edu/pictureyourselfhere

Snapshot: Return on Personalized

Campaign• #NUHusky was tweeted 294 times

• #NUAdmit was tweeted 45 times

• Decision Release Snapchat story was viewed by

864 students over the span of 24 hours

Return on Personalized Campaign

Personalized photos remained a popular

engagement tool and amplified the use of

our hashtag throughout the decision release

campaigns in December and in March of last

year.

Takeaways

Keep them ”Picturing themselves here!”

Picture Yourself Here throughout the

Yield Cycle

Digital Birthday Cards

#LoveNU: Personalized Valentines

#LoveNU: Personalized Valentines

#LoveNU: Personalized Valentines

Over 24 hour span:

• 11 Requests through

Twitter

• 58 Through Snapchat

• Created versions for

President Aoun,

Departments, and

Mayor Marty Walsh

Color Your Northeastern Experience

Color Your Northeastern Experience

#NUHuskyFridays

Snapshot on Snapchat

Average posts

receive 800-

1,000 views within

24 hours

33% increase from

last year

Questions?

L.shaka@northeastern.edu