Take a closer look at how the ExactTarget Marketing Cloud delivers best-of-breed tools for content marketing, social engagement and analytics. Jennifer Phillips, Customer Success Manager at Salesforce.com Foundation for the Marketing Cloud, describes how schools leverage Salesforce to conduct social media campaigns, reply to and route responses to posts and measure the results of social recruitment efforts.

1. “How To” Use
Social for Recruitment
Jennifer Phillips
Kathy Lueckeman
A Customer Success Webinar to Help You
Connect With Your Students in a Whole New Way
/Salesforce.comFoundation
@SFDCFoundation

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3. Jennifer Phillips
Customer Success – Marketing Cloud

4. Social for #HED Recruitment
Jennifer Phillips, Customer Success – Marketing Cloud

5. What’s In Store
• Why Social for Recruitment is Important
• Listening for Recruitment
• Engaging in Recruitment Conversations
• Measuring Success
• Focus On: Operational Considerations
• Q & A

6. Recruitment
Is everybody’s job.

7. …If you are not active on social
media, you are not
contributing to the
recruitment of the incoming
Class…
Dr. James Michael Nolan
President, Southwestern College [Huffington Post 2013]

9. Listening
Social Recruitment

10. The Role of Listening
• “Catch” recruitment
conversations
• Understand key
platforms, conversation
timing
• Inform digital publishing
timing, SEO
• Define engagement
strategy

11. Listen to Inform
• Recruitment
conversations by Media
Type
• Define engagement
• Determine digital
publishing strategy

12. Discipline is the bridge
between goals and
accomplishment.
Jim Rohn
Photo: Stop All Way, Peter Kaminski, Flickr

13. Engaging
Social Recruitment

14. Engagement Planning
• LoFi is better than NoFi
• Shared plans and clear responsibilities = improved [measurable results]

15. Recruitment Engaging
• Build for scale
• Know your voice
• Deliver value
• Apply Metadata
• Execute to plan
• Measure, refine

16. Engagement Basics
Review Post Enrich Post
Reply: Send
Information
Update
Engagement
Level
Measure
Impact
Add Value to Conversation | Add Metadata to Posts & Sources

17. Listen Engage Social Care /
Business Process
Publish
Customer View
Our Vision for Social Marketing

18. Measuring Success
Social Recruitment

19. Impact Evolution
• What are “Vanity
Metrics”
• Defined Goals
• Integrated Web
Analytics
• Leverage Metadata
• Review and Refine

20. Operational Considerations
Social Recruitment

21. Success Considerations
• Collaboration is key…let’s talk about why
• What does it take to implement?
• Depends on your plan, environment, resources
• Social Media Playbook
• Partners & Implementation
• ROI / TTV
• Resource Planning
• # of conversations
• Recruitment plan complexity
• Part of the Plan = Audit & Optimize as a recurring effort

22. exacttarget.com

23. Introducing…
Collaborative Spaces for
Teams to Operate at
Social Speed & Agility
Plan, Source, and Publish
Compelling, Brand-Safe
Social Content
Enable Authentic
Interactions with Every
Consumer
Assess and Refine Your
Strategy Based on Results
and Data
Workspaces Social Content Marketing Engagement Analytics
Consumer Ease of Use + Enterprise Class Capabilities

24. Workspaces
Team Collaboration & Planning at Global Scale
Time to Value and Business Agility: Stand up
teams and get working in minutes
Productivity: Optimize the experience &
assets for individual teams
Best Practices: Reduce creative costs and
improve outcomes by knowing what social
content performs & sharing with other teams

25. Social Content Marketing
Plan, Source, Execute, and Measure Differentiated Social Campaigns
Collaborative Team Planning: Coordinate via a
unified calendar to align and execute social
campaigns
Protect and Safeguard the Brand: Customize
approval rules to review social content
Find Compelling Content: Access stock
images, trending web stories, and customer-
specific sources of content via our open
platform and an ecosystem of partner apps

26. Open Platform and Partner Ecosystem
Access Compelling Content from Integrated Partners and Your Own Sources
Stock Photography Content Discovery Custom Integrations
Add Your Own
Custom Content
Sources and Apps

27. Engagement
Handle Authentic Customer Conversations at Social Scale and Speed
Scale Engagement: Use workflow,
custom macros and automated rules to
route conversations to experts
Team Collaboration: Consult colleagues
to obtain the information necessary to
address customer issues
Respond Anytime: Execute your social
strategy and operations on the go with
mobile and tablet access

28. Understand Marketing Impact: Review
summary level statistics on engagement
and content quality trends
Identify High Performing Social Content:
Analyze post-level results in detail to
highlight top performing teams,
campaigns & content
Analytics
Performance Reporting to Measure Campaigns, Teams & Social Content

29. Join Us at the Higher Education Summit
• 23 higher education sessions
• 45+ speakers
• Dr Mark Milliron and Eric Stoller as
keynotes
• Loads of networking opportunities
www.salesforcefoundation.org/hesum
mit
June 5-6, 2014 in Tempe, AZ