Facebook som rekrutteringskanal
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June 2012
næste gang:smukt kort+skift bill. 5 (slagelse)
We need students. More spaces than applicants. 63% interna- tional students at Campus Sønderborg
10 succesful years (but ups 2008)2009 onwards ONLINE MARKETING!
WHY USE FACEBOOK AS MARKETINGPLATFORM?
”The homepage as we knowit now will die or change dramatically. The future on the internet will be social dialogue and interaction”
Alex, Development Manager, Facebook at conferencein Glasgow 2010
If you can’t beat them– join them!
Facebook – do gooders in the great tradition of their colleagues at Apple and GoogleOur FACEBOOK friend Alex: The Facebook algoritm gives preference to social dialogue.So you need genuine discussions and interaction with your Fans. Takes a lot of time and you have to be creative and get new ideas all the time. But it pays
Advertise and it works – otherwise it does not
But Alex ”forgot” totell that
Moving into:
360.000 fans on more than 100
pages.15 languages
University Facebook Top 5 in Europe01.06. 2013
University Country
No. of Fans
1. Oxford UK 1.012.6142. Cambridge UK 372.1263. Southern Denmark
DK 193.442
4. LSE UK 77.3245. Uni College London
UK61.572
No 4 Brand in Denmark – sometimes
When we are campaigning
Fairs, film, testimonials
Degree applicants1 APRIL 2012: 831
1 APRIL 2013: 1278
PAGES FORFACULTIES
PAGES FORPROGRAMMES
NATIVE LANGUAGE PAGES FOR COUNTRIES
Special pages: Testimonials, SDU After Dark, Legater og Studiefordele…
FANS who like youisn’t a goal in itself.A lot better if they LOVE you
Event based marketing: Study Try Out. Recruitment via FACEBOOK http://www.tvsyd.dk/video/28867
Case:Study Try Out
150 participated on the day
25 applied8 of these DIRECTLY recruited solely by Facebook advertising (no prior knowledge of SDU)
Net profit year 1: 100.000 Euros
Marketing costs:Next to nothing
Friends:CRM
Friends with customers/students?
You learn a lot from thewalls of potential students
Free study try out day in Denmark. Anybody wanna go?
Sure it is totally free?Yeah, I just called them. Cool. Let’s go
SOCIAL MEDIA equals CRM
Can I fly in? Dialogue. Admission takes over.
And the conversation does not stop here…
This is the profile of a worried fatherAsking questions on our wall on behalf of his daughter. She is now choosing us and not a DK university college.
Social dialogue: Nothing beats a good party
NATIVE LANGUAGE PAGES15 UP AND RUNNING + 10 TO COME
THROUGH VIRAL REACHBut reach the right ones!!!!!
Facebook apps
Speciallydesigned apps
Social dialogue: Interaction
It is surprising what people like. Experiment.
... MANY PEOPLE DO YOU NEED TO MANAGE MORE THAN 100+ PAGES?ONE(+ lots and lots of paid students) USING A SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM (and more importantly STUDENT IDEAS)
Use students as Facebook editors(hard work but it pays off)
SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM
Various systems. We use a Danish one.
SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM
Monitor new posts/commentsfrom all your pages (incl. Twitter)
and answer, like, spam or delete them
Or assign it to a colleague/student
SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM
Compose/schedule a postto one or multiple pages at the same time
SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM
Create/Manage various forms ofcontests, top pages and other content
SOCIAL MEDIA CONTENT MANAGEMENT SYSTEM
Create/Manage various forms ofcontests, top pages and other content
Direct Messages: A challenge for the admin
COUNTRY PAGES ORGANISATION
Facebooks powereditor for adds. Makes it possible to target walls on smartphones.
Facebook is moving adds to the wall as smartphones becomes preferred media
Topical adds works best
High click through rates for Facebook
Topical advertising: Sometimes you get surprised. Girls.
Boys.
Integrate with YouTube and Twitter and all the others
VK.COM
Smartphone apps. Difficult to do right.
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