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Colleges & Universities
    A Case Study in
Social Customer Service

       November 2011
                                        Prepared by




                             VisualAllianceMedia.com
                                   813.943.6053           	

                          © Visual Alliance Media. All Rights Reserved.
student success
 is about holistically enriching the
     student experience through
empowerment, support
   and
       connecting
          students with the resources
    needed to ensure success
Social Media for Colleges and Universities - Digital Help Desk Case Study - by Visual Alliance Media
with so many
   divisions, departments,
 policies, events & activities,
 it’s critical that your institution
                      finds ways to
engage & communicate
              with your students…

  in ways they have come to expect
facebook
   as a social
        customer service
          platform

                  digital
                 helpdesk
Social Media for Colleges and Universities - Digital Help Desk Case Study - by Visual Alliance Media
since college students visit facebook
        6 times per day
on average and spend roughly
        100 minutes per day
                       on the social network*…


              …it just
          makes sense

        *According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
today’s college students want
                              instant gratification
                                        in our
      always-
         connected                                                                             “Findings show college
                                                                                           students feel helpless without
                                                    world                                   technology – checking their
                                                                                              devices at least every 10
                                                                                             minutes and foregoing face
                                                                                                time for Facebook.”*	





*According to a study from CourseSmart, http://www.reuters.com/article/2011/06/01/idUS141122+01-Jun-2011+PRN20110601, 6/1/11
responses to most student inquiries are
general,non-confidential	

and can be found on your institution’s website
                                  but…
students don’t want
to search for
information	

          one student’s recommendation	

          for the social customer service
            platform at the University of
          South Florida (see case study):
engaging students on facebook not only
      fosters community,
    it contributes to their
        “Active Facebook          academic
         users are more
         likely to stay in
            college.”*	

                                   success



           *According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
prospective students will take note of
 your institution’s facebook
       presence &	

            responsiveness,	

in addition to what other
    students are saying                                                        "Students will make a judgment
                                                                                about the university if it is not
                                                                               current and responsive online.” 	


                                                                              ~Nora Barnes, Director of the Center
                                                                                   for Marketing Research.*	





  *http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.html , 10/20/2011
embracing social customer service
removes barriers,
   fosters
          positive interaction
                                                            and promotes
                                                            student
                                                               success


     Image: graur razvan ionut / FreeDigitalPhotos.net
Case Study:
USF InformaBull Facebook Page
The Student Success Council at the University
  of South Florida, working through the Division
of Student Affairs, was interested in creating
     a “Student Concierge” to enable
students to find University–related information
          in one centralized location
Program Goals
 eliminate the shuffling of students among departments
      leverage existing customer service resources
  educate students about available University resources
  foster open and constructive interaction & engagement
analyze metrics regularly and adjust approach as appropriate
“As the Student Success Council sought to improve USF
                   students’ experience on campus, we realized a real-time
                       service to provide students with fast and accurate
                    answers to their USF questions would be very helpful.
                     Facebook was a natural fit to making this work – it is
                      accessible to virtually everyone, has the features we
                   needed, and there is no learning curve because students
                                already use the site extensively.”*	


                      ~Assistant Vice President and Dean for Students, University of
                                        South Florida, Kevin Banks	





*“Digitizing the Help Desk” by Jenna Withrow, http://news.usf.edu/article/templates/?a=3753&z=123Have, 9/23/11
Initial Outcomes

 all stated goals met

   over 1,700 students
   connected with the
   page in the first
   thirty days

in the first thirty days,
the page garnered
over 2,300 monthly
active users and
over 32,000 post
views
Visual Alliance Media                                                                                            is a leading
            interactive marketing agency
                               specializing in
                     social media marketing
             Please call for a free, no obligation evaluation of your strategy and
             how social customer service could be added as a component of your
                                   approach to student success. !
                                               colleges & universities | restaurants | hotels




                           VisualAllianceMedia.com
                               813.943.6053 ext. 1




All trademarks, registered trademarks, product names and company names or logos mentioned in the presentation are the property of their respective owners.

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Social Media for Colleges and Universities - Digital Help Desk Case Study - by Visual Alliance Media

  • 1. Colleges & Universities A Case Study in Social Customer Service November 2011 Prepared by VisualAllianceMedia.com 813.943.6053 © Visual Alliance Media. All Rights Reserved.
  • 2. student success is about holistically enriching the student experience through empowerment, support and connecting students with the resources needed to ensure success
  • 4. with so many divisions, departments, policies, events & activities, it’s critical that your institution finds ways to engage & communicate with your students… in ways they have come to expect
  • 5. facebook as a social customer service platform digital helpdesk
  • 7. since college students visit facebook 6 times per day on average and spend roughly 100 minutes per day on the social network*… …it just makes sense *According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
  • 8. today’s college students want instant gratification in our always- connected “Findings show college students feel helpless without world technology – checking their devices at least every 10 minutes and foregoing face time for Facebook.”* *According to a study from CourseSmart, http://www.reuters.com/article/2011/06/01/idUS141122+01-Jun-2011+PRN20110601, 6/1/11
  • 9. responses to most student inquiries are general,non-confidential and can be found on your institution’s website but…
  • 10. students don’t want to search for information one student’s recommendation for the social customer service platform at the University of South Florida (see case study):
  • 11. engaging students on facebook not only fosters community, it contributes to their “Active Facebook academic users are more likely to stay in college.”* success *According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
  • 12. prospective students will take note of your institution’s facebook presence & responsiveness, in addition to what other students are saying "Students will make a judgment about the university if it is not current and responsive online.” ~Nora Barnes, Director of the Center for Marketing Research.* *http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.html , 10/20/2011
  • 13. embracing social customer service removes barriers, fosters positive interaction and promotes student success Image: graur razvan ionut / FreeDigitalPhotos.net
  • 14. Case Study: USF InformaBull Facebook Page The Student Success Council at the University of South Florida, working through the Division of Student Affairs, was interested in creating a “Student Concierge” to enable students to find University–related information in one centralized location
  • 15. Program Goals eliminate the shuffling of students among departments leverage existing customer service resources educate students about available University resources foster open and constructive interaction & engagement analyze metrics regularly and adjust approach as appropriate
  • 16. “As the Student Success Council sought to improve USF students’ experience on campus, we realized a real-time service to provide students with fast and accurate answers to their USF questions would be very helpful. Facebook was a natural fit to making this work – it is accessible to virtually everyone, has the features we needed, and there is no learning curve because students already use the site extensively.”* ~Assistant Vice President and Dean for Students, University of South Florida, Kevin Banks *“Digitizing the Help Desk” by Jenna Withrow, http://news.usf.edu/article/templates/?a=3753&z=123Have, 9/23/11
  • 17. Initial Outcomes all stated goals met over 1,700 students connected with the page in the first thirty days in the first thirty days, the page garnered over 2,300 monthly active users and over 32,000 post views
  • 18. Visual Alliance Media is a leading interactive marketing agency specializing in social media marketing Please call for a free, no obligation evaluation of your strategy and how social customer service could be added as a component of your approach to student success. ! colleges & universities | restaurants | hotels VisualAllianceMedia.com 813.943.6053 ext. 1 All trademarks, registered trademarks, product names and company names or logos mentioned in the presentation are the property of their respective owners.