Do you know what people are saying about your university or college on social media? Interested in learning more about how effective social media management is transforming education? Learn how universities and colleges are leveraging social media to drive recruitment efforts, improve the student experience, enhance on-campus communications, and more.

1. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Tuesday, June 25, 2013
Wayne State University
Detroit, MI
Higher Education Summit

2. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Presented by @LizBabiak
Turn Insight Into Action.
Listen to What’s Being Said About Your University.
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3. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Agenda
— Algonquin College + Social Media
— The Next Level
— Drilling Down: Recruitment + Admissions
— Current Students
— Captivating Content
— Improving the Student Experience
— Taking the Leap

4. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Let’s get on the same page…
Social Media is web- and mobile-based
platforms that support interactive dialogue.
Users join online
communities to
share information
and ideas (content).

5. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Algonquin College
— Ottawa, Ontario
— 18,000 full-time students
— 36,000 part-time students
— 165+ programs

6. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
My Role @ Algonquin
— Manage primary social media accounts
— Develop social media guidelines
— Enhance our social media strategy
— Cultivate social media resources
— Host social media learning sessions
— Coach individuals, teams and departments

7. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Social Media @ Algonquin
— Started engaging on Twitter in 2008
— Facebook and more in 2009 + 2010
— Recognized as top Canadian College and
8th PSE on Klout.com in 2011 + 2012
— Decentralized social media account model

8. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Our Social Media Accounts
Facebook
Pages
YouTube
Channels
Twitter
Accounts
107040 30
LinkedIn
Groups

9. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Our Main Social Media Accounts
4,400+ Page Followers
2,400+ in Alumni Group
209,000 views

10. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Our Main Social Media Accounts
5,000-8,000
social media interactions
each month
(Tweets, Retweets, Facebook Stories)

11. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.

12. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.

13. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Tools of the Trade
— AC has been using Salesforce since 2008
— Implemented for Recruitment in 2010
— Marketing Cloud since January 2013
— Radian6: Listen + Engage
— BuddyMedia: Publish, Inspire + Measure

14. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Why take Social Media to the next level?

15. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
With the Marketing Cloud, we’re able to…
— Listen
— Engage
— Learn
— Measure
— Repeat

16. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What does that mean?
We’re able to…
— Join conversations
— Engage with future + current students,
employees, the community at large, and
other stakeholders
— And…

17. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Build a like-minded, helpful community to tell
+ participate in the Algonquin Story

18. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
How did we get started?

19. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
We cut through the clutter…
Algonquin Park Algonquin, Illinois Algonquin Books
Algonquin First Nations Algonquin Middle School
Algonquin College
The Algonquin Hotel Algonquin Young Readers
Algonquin Round Table Algonquin Commons

20. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
… then turned up the volume and Listened:

21. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Admissions
Recruitment
Exams +
Projects
Alumni
Student + Staff
Successes
Residence
Campus
Eateries
Physical +
Digital
Infrastructure
Student Life
@ Algonquin
… then turned up the volume and Listened:

22. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Admissions
Recruitment
… then turned up the volume and Listened:

23. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
— 615 mentions on this
topic in Feb/March
— Opportunity to join the
conversation + influence
decisions
— Congratulate prospective
students + dig deeper
— Build relationships
Drilling Down: Recruitment + Admissions

24. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
— Offers of
admission sent
in February +
March

25. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
— “accepted” Proud
Parent
Kudos from
a friend
Future
student?

26. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
— “accepted” Future
student?
Potential
brand
advocate?
Extra
Nurturing?

27. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Engagement: Recruitment + Admissions

28. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Learning: Recruitment + Admissions
— Conversation Spikes
Offers sent for
most programs
Offers sent for highly
competitive programs

29. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Demonstrate Social Media’s Power
• Facebook
• Twitter
Social Media
• Forms
• Events
Lead Capture
• Applicant
• Student
Nurturing

30. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What about
current students?

31. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Enhancing On-Campus Communications
— Answer burning questions
— Aggregate information
and stories from across
the College
— Facilitate sharing
— Reinforce messages

32. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Learning From
the Cycle Term Start
First
Projects
+ Tests
Midterms
Projects
+ Tests
Exams
When and where are
the big conversations
taking place?

33. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What about
current students?

34. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What about
current students?

35. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What about
current students?

36. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.

37. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Workflow Warrior
• Organize and schedule content
• Approve posts from other users
• Post to multiple accounts
• Track engagement

38. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Improving the Student Experience
— Students know they can turn to social media
for timely help
— Facebook and Twitter = conduits to more
information + other contacts
— Reinforce important dates + activities
— Celebrate College successes + partnerships
— Forge lasting connections

39. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Identifying Areas for Improvement
— Recurring challenges
— Unclear processes
— Missing information

40. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Identifying Areas for Improvement
Wireless
problems

41. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Demonstrate Social Media’s Power
• Facebook
• Twitter
Social Media
• Student
Services
• Administration
+ more
College
Services • Engaged,
empowered
students
Graduation

42. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Wireless Service Action Plan
— Ensure students know how
and where to get help
— Ask them to identify “Dead Zones”
— Develop screencasts
— Communicate progress

43. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Leaping to
the Next Level…

44. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
What Does It Take?
— Clear social media strategy + roles
— Define your priorities
— Invest time in training + Topic Profiles
— Take baby steps à you’ll still be amazed

45. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
How can you inspire your community?
— What are they
asking about?
— How can you solve
their problems?
— How can you
celebrate
together?

46. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Questions?

47. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
@LizBabiak
Social Media Community Officer, @AlgonquinColleg
babiakl@algonquincollege.com