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How to use social media in enrollment marketing

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ABHE Conference Presentation - Spring 2011

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How to Use Social Media in

Enrollment Marketing

Joe Mulvihill

SEO Manager

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Key Takeaways From Today

• How to leverage social media in your

enrollment marketing efforts

• Tools that you can use to enhance your social

presencepresence

• Roadmap on how to enter the landscape

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

What is Social Media?

• People connecting with friends, strangers and

businesses

• Sharing and broadcasting info

• Growing and evolving

• The future of the Web

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Why Social Media?

• It’s where your fans are. In August, people spent

more time on Facebook than Google

• Social media use is up 43% year over year source

• People are talking – are you listening?• People are talking – are you listening?

What is your reason?

• Increase brand exposure

• Build an online community

• Listen and engage

• Strengthen other online marketing tactics• Strengthen other online marketing tactics

• Support admissions reps with another tool

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Popular Social Media Sites

• Facebook

• Twitter

• YouTube

• Linkedin • Linkedin

Facebook

• Largest site in the United States

• Used to connect with people the user already

knows

• Allows some customization• Allows some customization

• Can be integrated into any site

• Constantly evolving

Facebook

• Create a fan page and encourage people to

“Like” it

– Anything published will be put into their feed

– An excellent way to promote events, offers, etc.– An excellent way to promote events, offers, etc.

– Create custom tabs

• Facebook Connect integrates into your site

– Makes it easier for visitors to put you in front of

their friends

Facebook

• Build your audience

– Current students

– Prospective students

– Alumni members– Alumni members

– Faculty/Staff

Facebook

• Maintain brand identity

• Add additional information

– History/About Us

– Degree programs– Degree programs

– Campus locations

• Cool features

– Contact form

– Contests

Facebook

• Create Facebook

events

– Sends attendees a

reminderreminder

– Your institution will

appear in front of

their friends

Facebook

• Strategic engagement

– Contests

– Q&A

– Polls and surveys– Polls and surveys

– Consistent updates

Facebook

Facebook Changes

Twitter

• Used to broadcast information

• Tweets are being pulled into other sites

• Follow, follow, follow, and people will follow • Follow, follow, follow, and people will follow

you back

Twitter

• Broadcast information about your school

• Limited to 140 characters, so keep it short

– Shorten URLs by using bit.ly– Shorten URLs by using bit.ly

• Search for people looking for/talking about you

Twitter

• Target

– Students

– Alumni

– Community– Community

• Engage

– Tweet

– RT

– @reply

Twitter

• Admissions FAQ’s

• Respond to ?’s

• Provide tips

• Converse with people• Converse with people

Twitter

• What will your personality be?

– Fun and friendly

– Professional and informative

– Informal and personal– Informal and personal

– Combination

YouTube

• 2nd largest search engine

• 24 hours of video uploaded each minute

• 2 billion+ views per day

• Demographic is broad: 18-54 years old• Demographic is broad: 18-54 years old

YouTube

• Video content

– Educational material

– Class samples

– Testimonials– Testimonials

– Event information

– How-to guides

– Promotional material

YouTube

• Customize the background image

• Additional functionality if EDU status:

– Clickable link

– Banner header– Banner header

• Must apply for EDU status

– One channel per institution

– Established channel with representative amount

of educational videos

YouTube

LinkedIn

• Used to connect professionally

• Connect with:

– Alumni

– Area employers– Area employers

– Potential new students/employees

• 90 million worldwide users

• A new user joins every second

Linkedin

• Optimize company profile

• Create Linkedin group

Linkedin

• Build your audience

– Current students

– Alumni members

– Faculty/staff/employees– Faculty/staff/employees

– Area employers

Linkedin

• Create/engage in discussions

– FAQ’s

– Relevant school topics

– Career fair updates– Career fair updates

– Career services updates

– Industry news

Linkedin

• How to use for enrollment marketing

– Position Linkedin as an asset

– Online resume

– Help current students/alumni setup– Help current students/alumni setup

– Shows your school is “current” or “up-to-date”

Additional Opportunities

• Foursquare

• Digg

• StumbleUpon

• Squidoo

• HubPages

• Yahoo! Answers

• Flickr

• Blogging• Squidoo

• SCVNGR

• Blogging

• Slideshare

Advertising on Social Sites

• Paid advertising on the individual sites

– Promoted YouTube videos

– Promoted tweets

– Facebook ads– Facebook ads

– Linkedin ads

• Target specific demo within the networks

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Measure Performance

• Number of connections

• Number of posts/comments

• Inquiries generated through contact form

• Referral traffic to branded website• Referral traffic to branded website

• Social sentiment

Measure Performance

• Tools to use

– Web analytics

• Google Analytics, WebTrends, etc.

– Self-monitoring– Self-monitoring

• Manually checking the profiles/accounts

– Social monitoring software

• SM2 Alterian, Spiral 16, Social Mention, etc.

Social Monitoring Software

• Conversations occur everywhere

• Public perception impact

• Understand and then engage

• Measure impact of online branding efforts• Measure impact of online branding efforts

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Creating a Cohesive Campaign

Before you initiate a campaign, consider –

• What is your expected outcome?

• How much time will you be able to devote?• How much time will you be able to devote?

• What resources are available to market your

brand?

Strategic Planning

Before you go online, consider –

• Who do you want to reach? Students? Their

friends/family? Other professionals?

• What engaging ideas, videos & images will you • What engaging ideas, videos & images will you

publish to capture your network’s attention?

• How can you complement what you’re doing

on your website/blog?

Strategic Planning

Once you know what to say, find where to say it.

• Research your initial networks

– Start with one or two

• Create your accounts

• Friend and follow to build up your

community

Strategic Execution

• Engage with your community

– Don’t just blast out information – talk to people

– Find the influencers in your area– Find the influencers in your area

• Analyze everything

Website Marketing Tips

• Add social media buttons to your site

• Utilize multiple channels… expand your reach

• Authenticity is everything – Be yourself!• Authenticity is everything – Be yourself!

• Learn and respect the norms of the

community

What We’ll Cover

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Resources

• Blogs

– http://mashable.com/social-media/

– http://sphinn.com/hot/SocialMedia/

– http://www.facebook.com/developers/– http://www.facebook.com/developers/

• Social Sites

– Utilize Twitter to stay up on news/trends

• Research sites

– eMarketer

What We’ve Covered

• What is social media?

• Why social media?

• Social media sites and how to use them

• Measuring the value of social media• Measuring the value of social media

• How to get started with social media

• Resources

• Questions

Questions?

Joe Mulvihill

SEO Manager

[email protected]