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This presentation was presented as a session at the 2012 NAFSA Region II and Region IV conferences.
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How to Make Social Media Work for You
Presented by:
Brooke RobertsSenior Vice President, GoAbroad.comFounder, [email protected]
Presentation created by:
Kayla PattersonGoMedia Coordinator, [email protected]
Amber KettmannSenior University Relations Coordinator, [email protected]
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
YouTubeFli
ckr
Google+
Blog
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 – [email protected]
Kayla Patterson – [email protected]
Twitter: @_GoMedia_Email: [email protected]: GoMedia.GoAbroad.Com
