how to embrace social media in your student outreach

EMBRACE SOCIAL MEDIA IN YOUR STUDENT OUTREACH

June 26, 2014

Agenda

Define Social Media Use Review the Landscape Understanding Your Target Audience Define Your Strategy Ideas for Content

Social Media

Social Media is a Channel Tool Vehicle A Waste of Time

Social Media Purpose

But Before You Jump In

80% of Millennials use social media “several times a day

Millennials

Millennials Trust User-Generated Content 50% More Than Other Media

13

Social Platform Demographics Matter

Pew Internet, February 2013

• The percentage of internet users who are on Twitter has doubled since November 2010, currently standing at 16%.

• Those under 50, and especially those 18-29, are the most likely to use Twitter.

• Urban dwellers are significantly more likely than both suburban and rural residents to be on Twitter

Channels You Can Use

Questions to Ask about Audience

who are your target audiences?

what are their unique needs?

what do you need to tailor for each audience?

Now That You Have the StatsHow to Use Social in Your Outreach

Your Outreach Needs

Nail Down Your Social Media Strategy: P.O.S.T

**People’s Time, Content Curation and Creation, Distribution

Create Your Formula for Social Media Success =

Strategy = Approach

What’s your goal? Understand who you want to reach What do you want your audience to

know? Career Planning College Planning Financial Aid

Select Your Channels Measure Your Effort

Social Media Strategy Model

You have your social channels, what are you going to share?

How to Fuel Your Social Channels

Content

Successful social media starts with solid content marketing processes - Cathy McPhillips, Content Marketing Institute

Your Content Needs to…

Solve.For.The.Student (or Parent or Teacher.

So they will engage and SHARE

Content Process

Research & Planning

Content Creation

Amplification

Content Measurem

ent

Content Marketing Process

Research &

PlanningContent Creation

Amplification

Content Measurem

ent

• Interviews• Audit• Define Strategy

• Editorial Calendar• Buyer Personas• Buying Cycle

• Website• Social• Paid Media• Curation

• Web traffic• Engagement• Sales Conversion

Content Recipe 4-1-1

Andrew Davis, author of “Brandscaping“:4 pieces relevant to your audience. 67 percent of the time you are sharing content that is not yours, and calling attention to content from your influencer group.One piece should be original, educational content you createdOne piece should be sales-related — like a product notice, press release, or some other piece

Content can take many forms

Blog posts Videos Podcasts Slideshare presentations Infographics E-books Articles Social media posts/tweets

Content Marketing is about a consistent message(s) shared across multiple channels that drives an action.

Commercial insight can be repurposed into different pieces to drive revenue.

Source: From Eloqua and JESS

Type of Content

Informational Event based Need Based

32

Content Tip #1

33

Content Tip #2: Tweet Chats #edchat, #satchat, #nyedchat and

Beyond Great Resource: http://

blogs.edweek.org/edweek/finding_common_ground/2014/01/twitter_chats_an_hour_well_worth_your_time.html

34

Content Tip #3

35

Content Tip #4

Content Tip #5

People love lists. Why not create Top ten major list using your Search For Programs?

Or create searches or unusual majorsAnd post those to your social channels

Content Tip #6

Editorial Calendars

Content Tip #7

Content Tip #8

Share your students insights, the content and the way you amplified it with traditional media

Which of the content types has worked best for you? (Story, Spectacle, Utility, Community)

Insight

Content Tip #9

Social Media Measurement

• Transactional

metrics (fans, FB

impressions)

• Comment sentiment

• Organic search rank

• Twitter Reach

• Unique Daily Visits

• Comments/Post ratio

• RT

• Duration- time on site

• Retweet

• Followers @mention

• Amount of Sharing

• Content shared most

• Subscription

• Facebook- Talking

@This

• Likelihood to

Recommend

• Change in purchase

consideration

• Positive reviews

• Conversion to MQL

• Visit to website or

specific URL

• Event attendance

• Sales

• Loyalty

• Cost Savings

• Cost Avoidance

Social Media Measurement

• Radian6• eBooks: 

http://www.salesforcemarketingcloud.com/resources/ebooks/• Blog: http://www.salesforcemarketingcloud.com/blog/• Webinars: http://www.salesforcemarketingcloud.com/resources/

webinars/• Public Relations Society of America (PRSA)• Blog: Building Marketing Strategies for Higher Education : 

http://buildingmarketingstrategies.wordpress.com/• Blog: Social Media Strategies

Summit: http://socialmediastrategiessummit.com/blog/• Social Media Today, http://socialmediatoday.com/• Metscher’s Musing, http://metschermusings.wordpress.com/• Social Media Playbook:

http://www.slideshare.net/rmetscher/social-media-playbook-20544843

• How to Create Your Own Social Media Playbook, http://readwrite.com/2012/04/09/how-to-create-your-own-social#awesm=~obTk8MFg9aUFHR

Resource

@rachelmetscher

• Marketplace Education: http://www.marketplace.org/topics/economy/education

• Experian Blog: http://www.experian.com/blogs/marketing-forward/• Content Marketing Institute: http://contentmarketinginstitute.com/• How to Setup a Social Media Business Strategy

http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/

• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613

• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-

media-with-alan-knecht/

Resource

@rachelmetscher

• Marketplace Education: http://www.marketplace.org/topics/economy/education

• Experian Blog: http://www.experian.com/blogs/marketing-forward/• Hobsons Blog: • Content Marketing Institute: http://contentmarketinginstitute.com/• How to Setup a Social Media Business Strategy

http://www.socialmediaexaminer.com/how-to-setup-a-social-media-business-strategy/

• http://www.forbes.com/sites/deannazandt/2013/05/22/3-essential-components-of-successful-social-media-campaigns/

• Marketing Profs: Free and Paid Ways to Promote Your Brand on Youtube http://www.marketingprofs.com/articles/2013/11063/free-and-paid-ways-to-promote-your-brand-on-youtube?adref=nlt062613

• Six Digital Metrics to Watch, http://goo.gl/Q3LUi • Social Media ROI: http://bootcampdigital.com/measuring-social-

media-with-alan-knecht/

Resource

@rachelmetscher

• Ensure Strategt Not Tactics Drives Social Media http://www.marketingprofs.com/articles/2013/10784/ensure-that-strategy-not-tactics-drives-your-social-media

• What Do You Need to Make Social Media Successful in Higher Ed? http://socialmediatoday.com/rmetscher/1600341/what-do-you-need-make-social-media-successful-higher-ed

• 9 Ways to Keep You Fresh, Inspired and Creative, http://www.problogger.net/archives/2013/07/05/9-ways-to-keep-you-fresh-inspired-and-creative

• 5 Social Media Metrics That You Should Pay Attention To, http://socialmediatoday.com/digitalsherpa/1586596/5-social-media-metrics-you-should-pay-attention

• Social Yin and Yang: The Perfect Union of Strategic Listening and Real-Time Engagementhttp://socialmediatoday.com/jordanv/1602056/social-yin-and-yang-perfect-union-strategic-listening-and-real-time-engagement

Resource

@rachelmetscher

• Brian Solis, http://www.conversationprism.com/• HootSuite blog,

http://blog.hootsuite.com/social-media-storytelling-3/ • Winning the Sorytelling War by Jonah Sachs http://www.youtube.co

m/watch?feature=player_embedded&v=xvaPF_y-fiU

• Summer and Social Media: Why You Need a Campfire, Fishing Pole, and a Good Story, http://socialmediatoday.com/bryan-kramer/1570971/summer-and-social-media-why-you-need-campfire-fishing-pole-and-good-story

• Altimeter Group, Social Business Survey, http://www.altimetergroup.com/research/reports/evolution-social-business

• Empowered, Groundswell’s blog, http://forrester.typepad.com/groundswell/

• 3 Reasons Why Social Media Policy Is More Important Than Strategy, http://marketingland.com/3-reasons-why-social-media-policy-is-more-important-than-strategy-43873

Resource

@rachelmetscher