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Leveraging Social Media in Higher Education Marketing

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Find out how colleges, universities, and career schools can leverage social media to connect with students. Effective Student Marketing and The CollegeBound Network show you how you can take control of the conversations... before the conversations take control of you!

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Leveraging Social Media in Higher Education Marketing

  1. 1. Take Control of the Conversations<br />Before the Conversations Take <br />Control of Your School<br />
  2. 2. Presented By:<br />Andy Kelley<br />President<br />@EffectiveSM<br />Michelle Collins Business Development<br />Hash tag: #ESMsocial<br />Moderated by Gina LaGuardia, VP of Content Development & Social Media, The CollegeBound Network, @CollegeBoundnet<br />
  3. 3. Social Media:The Opportunity<br />
  4. 4. Social Media: The Opportunity<br />centralize communication of all of your campuses<br />increase student retention & job placement<br />create a community for consistent messaging<br /> and receiving direct feedback<br />build your brand<br />generate high quality leads/referrals<br />
  5. 5. Social Media: The Opportunity<br />
  6. 6. Social Media: The Opportunity<br />Facebook<br />A service that “gives people the power to share and make the world more open and connected.”<br /> (as defined by Facebook.com)<br />
  7. 7. Social Media: The Opportunity<br />
  8. 8. Who Benefits fromSocial Media?<br />
  9. 9. Social Media: Who Benefits?<br />Admissions/Marketing: engage prospects with students & graduates; announce campus news/upcoming open houses<br />Student services: announce campus events; start discussion/study groups; increase student retention<br />Career services: job postings; alumni and student interaction (goal: to increase student job placement after graduation)<br />Alumni outreach: graduate testimonials; direct feedback<br /> from alumni<br />
  10. 10. How Do You Create a Solid Referral Base?<br />
  11. 11. Social Media: Creating a Referral Base<br />• graduates & students interact<br /> in the community<br />• network of thousands are connected<br /> to friends and fans in your community<br />• prospects are influenced by students<br />and graduates<br />• prospects raise their hand<br />
  12. 12. Social Media: Creating a Referral Base<br />
  13. 13. Social Media: Creating a Referral Base<br />
  14. 14. Where Do You Begin?<br />
  15. 15. Social Media<br />Survey your target audience to feel their pulse.<br />Create and distribute 3 different surveys to your students, graduates, and prospects to validate which social media networks are the most appropriate. <br />
  16. 16. How Do You GetFriends, Fans or Followers?<br />
  17. 17. Social Media: Getting Fans & Followers<br />E-mail Campaigns<br />
  18. 18. Social Media: Getting Fans & Followers<br />Twitter Campaigns<br />
  19. 19. Social Media: Getting Fans & Followers<br />Use existing website.<br />
  20. 20. Social Media: Getting Fans & Followers<br />Cross sell on marketing<br /> material.<br />
  21. 21. Now What?How Do You GetPeople to Talk?<br />
  22. 22. Social Media: Getting People to Talk<br />Provide a community where people can interact<br /> (not just with you, but with others.)<br />
  23. 23. Examples<br /><ul><li>Contests
  24. 24. Photos
  25. 25. Videos
  26. 26. Discussion Groups
  27. 27. Other</li></li></ul><li>Social Media: Contests<br />
  28. 28. Social Media: Contests<br />
  29. 29. Social Media: Contests<br />
  30. 30. Social Media: Photos<br />
  31. 31. Social Media: Photos<br />
  32. 32. Social Media: Videos<br />
  33. 33. Social Media: Discussion Groups<br />
  34. 34. Social Media: Other<br />FAQ’s<br />Graduation Countdown<br />Alumni Tab<br />Job Search Tips<br />
  35. 35. Three Things You Must Know Right Now to Have a Successful Social Media Campaign<br />
  36. 36. Social Media<br />Stay active<br />Work on it every single day; it is not self-service.<br />Be responsive and show that your school is active in the community.<br />Do it well, and people will participate.<br />
  37. 37. Social Media<br />Let your audience speak<br />People are already talking about your school.<br />Embrace what they are saying.<br />Gain your school trust and loyalty.<br />
  38. 38. Social Media<br />Don’t “hard sell”<br />Listen more than you talk.<br />Have meaningful conversations<br />
  39. 39. Use a Listening-BasedMarketing Approach<br />The CollegeBound Network monitors pertinent keyword terms (“studying for the SAT,” “going back to college,” “back to school,” “get a degree,” etc. – in addition to all our site/brand names -- so that whenever anyone send out a Tweets containing those phrases, we see them and have the ability to respond accordingly. <br />Make sure you’re monitoring your school name and all related phrases<br />
  40. 40. Great Content Gets People Talking<br />The CollegeBound Network leverages its content to drive traffic from the social networks. A recent article, “Web 2.0 Olympics,” deployed via SM, garnered close to 8,000 page views in its first few days and lots of SM “buzz…” <br />http://www.collegesurfing.com/content/web-20-colleges/<br />70+ backlinks<br />The story went popular and hit front page on  mixx.com and propellor.com, and received over 200 votes on digg.com<br />
  41. 41. How Can You Integrate Social Media Into Your Current Marketing Strategy?<br />
  42. 42. Social Media<br />Extension of your marketing – does not replace it<br />Traditional marketing is your identity and voice<br />social media is the identity and voice of your prospects, students & graduates<br />The goal is to tie your traditional marketing to social media, thereby more tightly integrating you with your graduates, prospects, and students. <br />
  43. 43. The Ultimate Goal<br />
  44. 44. Social Media: Other<br />Extension of your marketing – does not replace it<br />Higher quality leads/referrals for less money<br />Communication between your students, graduates, and prospects<br />Direct feedback from your target audience<br />Enhanced traditional marketing strategies<br />Improved online reputation<br />What are you waiting for?<br />