What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
Key Takeaways From Today
• How to leverage social media in your
enrollment marketing efforts
• Tools that you can use to enhance your social
presencepresence
• Roadmap on how to enter the landscape
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
What is Social Media?
• People connecting with friends, strangers and
businesses
• Sharing and broadcasting info
• Growing and evolving
• The future of the Web
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
Why Social Media?
• It’s where your fans are. In August, people spent
more time on Facebook than Google
• Social media use is up 43% year over year source
• People are talking – are you listening?• People are talking – are you listening?
What is your reason?
• Increase brand exposure
• Build an online community
• Listen and engage
• Strengthen other online marketing tactics• Strengthen other online marketing tactics
• Support admissions reps with another tool
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
• Largest site in the United States
• Used to connect with people the user already
knows
• Allows some customization• Allows some customization
• Can be integrated into any site
• Constantly evolving
• Create a fan page and encourage people to
“Like” it
– Anything published will be put into their feed
– An excellent way to promote events, offers, etc.– An excellent way to promote events, offers, etc.
– Create custom tabs
• Facebook Connect integrates into your site
– Makes it easier for visitors to put you in front of
their friends
• Build your audience
– Current students
– Prospective students
– Alumni members– Alumni members
– Faculty/Staff
• Maintain brand identity
• Add additional information
– History/About Us
– Degree programs– Degree programs
– Campus locations
• Cool features
– Contact form
– Contests
• Create Facebook
events
– Sends attendees a
reminderreminder
– Your institution will
appear in front of
their friends
• Strategic engagement
– Contests
– Q&A
– Polls and surveys– Polls and surveys
– Consistent updates
• Used to broadcast information
• Tweets are being pulled into other sites
• Follow, follow, follow, and people will follow • Follow, follow, follow, and people will follow
you back
• Broadcast information about your school
• Limited to 140 characters, so keep it short
– Shorten URLs by using bit.ly– Shorten URLs by using bit.ly
• Search for people looking for/talking about you
• Admissions FAQ’s
• Respond to ?’s
• Provide tips
• Converse with people• Converse with people
• What will your personality be?
– Fun and friendly
– Professional and informative
– Informal and personal– Informal and personal
– Combination
YouTube
• 2nd largest search engine
• 24 hours of video uploaded each minute
• 2 billion+ views per day
• Demographic is broad: 18-54 years old• Demographic is broad: 18-54 years old
YouTube
• Video content
– Educational material
– Class samples
– Testimonials– Testimonials
– Event information
– How-to guides
– Promotional material
YouTube
• Customize the background image
• Additional functionality if EDU status:
– Clickable link
– Banner header– Banner header
• Must apply for EDU status
– One channel per institution
– Established channel with representative amount
of educational videos
• Used to connect professionally
• Connect with:
– Alumni
– Area employers– Area employers
– Potential new students/employees
• 90 million worldwide users
• A new user joins every second
• Build your audience
– Current students
– Alumni members
– Faculty/staff/employees– Faculty/staff/employees
– Area employers
• Create/engage in discussions
– FAQ’s
– Relevant school topics
– Career fair updates– Career fair updates
– Career services updates
– Industry news
• How to use for enrollment marketing
– Position Linkedin as an asset
– Online resume
– Help current students/alumni setup– Help current students/alumni setup
– Shows your school is “current” or “up-to-date”
Additional Opportunities
• Foursquare
• Digg
• StumbleUpon
• Squidoo
• HubPages
• Yahoo! Answers
• Flickr
• Blogging• Squidoo
• SCVNGR
• Blogging
• Slideshare
Advertising on Social Sites
• Paid advertising on the individual sites
– Promoted YouTube videos
– Promoted tweets
– Facebook ads– Facebook ads
– Linkedin ads
• Target specific demo within the networks
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
Measure Performance
• Number of connections
• Number of posts/comments
• Inquiries generated through contact form
• Referral traffic to branded website• Referral traffic to branded website
• Social sentiment
Measure Performance
• Tools to use
– Web analytics
• Google Analytics, WebTrends, etc.
– Self-monitoring– Self-monitoring
• Manually checking the profiles/accounts
– Social monitoring software
• SM2 Alterian, Spiral 16, Social Mention, etc.
Social Monitoring Software
• Conversations occur everywhere
• Public perception impact
• Understand and then engage
• Measure impact of online branding efforts• Measure impact of online branding efforts
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
Creating a Cohesive Campaign
Before you initiate a campaign, consider –
• What is your expected outcome?
• How much time will you be able to devote?• How much time will you be able to devote?
• What resources are available to market your
brand?
Strategic Planning
Before you go online, consider –
• Who do you want to reach? Students? Their
friends/family? Other professionals?
• What engaging ideas, videos & images will you • What engaging ideas, videos & images will you
publish to capture your network’s attention?
• How can you complement what you’re doing
on your website/blog?
Strategic Planning
Once you know what to say, find where to say it.
• Research your initial networks
– Start with one or two
• Create your accounts
• Friend and follow to build up your
community
Strategic Execution
• Engage with your community
– Don’t just blast out information – talk to people
– Find the influencers in your area– Find the influencers in your area
• Analyze everything
Website Marketing Tips
• Add social media buttons to your site
• Utilize multiple channels… expand your reach
• Authenticity is everything – Be yourself!• Authenticity is everything – Be yourself!
• Learn and respect the norms of the
community
What We’ll Cover
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions
Resources
• Blogs
– http://mashable.com/social-media/
– http://sphinn.com/hot/SocialMedia/
– http://www.facebook.com/developers/– http://www.facebook.com/developers/
• Social Sites
– Utilize Twitter to stay up on news/trends
• Research sites
– eMarketer
What We’ve Covered
• What is social media?
• Why social media?
• Social media sites and how to use them
• Measuring the value of social media• Measuring the value of social media
• How to get started with social media
• Resources
• Questions