1. Mona Tawakali
Director, Client Strategy
@krtweet
Using Social to Strengthen Admissions

2. How 1 Big Idea

3. Brought Together 6 Community Leaders…
ANNE WILSON
CEO, UNITED WAY
DANIEL LURIE
FOUNDER & CEO, TIPPING
POINT
DR. ZHAN LI
DEAN, SCHOOL OF
ECONOMICS AND BUSINESS
ADMINISTRATION, SAINT
MARY'S COLLEGE OF
CALIFORNIA
JOHN DIAZ
EDITORIAL PAGE EDITOR,
SAN FRANCISCO CHRONICLE
Including 1 Pro
Football Hall of
Famer
LUARENE POWELL JOBS
FOUNDER, EMERSON
COLLECTIVE; CO-FOUNDER AND
PRESIDENT, BOARD OF COLLEGE
TRACK; CONTROLLER, STEVEN P.
JOBS/LAURENE POWELL JOBS
TRUST
RONNIE LOTT
PHILANTHROPIST AND
FORMER SAN FRANCISCO
49ER

4. To Recognize 1 Visionary of the Year…
EVAN MARWELL
FOUNDER, EDUCATION SUPER
HIGHWAY
NOMINATED BY LAURENE
POWELL JOBS
Education Super Highway Mission
We work to upgrade the Internet
access in every public school
classroom in America so that all
students can take advantage of the
promise of digital learning.

5. #SFCVOTY
Driving a Viral Campaign with Tens of Millions
of Impressions Delivered

6. And Recognition Reaching from Coast to Coast…

7. What Does This Story Have to Do with Building
the Admissions Pipeline?

8. Director of Client Strategy
KRT Marketing
@krtweet
About Mona

9. Full Service Recruitment Advertising Agency

10. Bar Method Instructor
About Mona – Fun Facts!

11. Freelance Makeup Artist
About Mona – Fun Facts!

12. About Mona – Fun Facts!

13. AGENDA
Applicant Engagement Journey
Targeting and Channel Breakdown
Customize Messaging for the Funnel
Tracking & Analytics
Using Social to Drive Visibility for Your School
Q&A

14. The Student Journey
Underlying Principle
There are a multiple sources
that influence a students
decision to apply for a
university or college.

15. Today’s Student Decision Process
Friends/Word
of Mouth
Applicant
AWARENESS

16. Today’s Student Decision Process
Friends/Word
of Mouth
Applicant
Rankings
AWARENESS
CONSIDERATION
Online
Search

17. Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word
of Mouth
Applicant
Rankings
AWARENESS
CONSIDERATION
ENGAGE
Online
Search

18. Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word
of Mouth
Applicant
Rankings
Deeper
Engagement
School
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
Online
Search

19. Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word
of Mouth
Applicant
Rankings
Deeper
Engagement
School
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Online
Search

20. How We Reach Students Has Changed
PAID MEDIA EARNED MEDIA
Banner Ads,
Search Marketing,
Social Ads,
College Fairs, Print
Ads, Enhanced
College Profiles
Word-of-Mouth,
Student Referrals,
Student Reviews,
Social Fans &
Engagement,
Search Engine
Optimization
OWNED MEDIA
Website, Videos,
Internal
Communications,
Social Profile
Templates,
eNewsletters,
Blogs
OWNED
MEDIA
PAID
MEDIA
EARNED
MEDIA
OWNED
MEDIA
PAID
MEDIA
OWNED
MEDIA

21. All Channels Must Work Cohesively
Towards One Main Goal
!

22. The Social Media Revolution 2015

23. Paid Media

24. Social advertising is advertising that
relies on social information or networks
in generating, targeting, and delivering
marketing communications.
????????
What is a Social Ad?

25. Social Media Advertising Revenue: The Facts
2012
$8.4
BILLION
2015
$4.7
BILLION

26. AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Today’s Candidate Decision Process

27. Why Are Social Ads So Effective in Targeting
Potential Students?
• Highly Targeted
• No Waste
• Native Platform

28. Targeting Options

29. 29
Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Social Ads

30. Targeting Options
Geographic
Hyper-local Targeting By:
 State / City / DMA / Zip Code
 Specific Campuses
 Geo-fencing / IP Targeting / Rooftop
Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest

31. Demographic Targeting By:
 Age/gender
 Education level
 Job type
Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Demographic

32. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Interest
Interest Targeting Based on:
 Interests shared on their Timelines
 Apps used
 Pages they liked
 Other activities on and off of social
media
***Interests may also factor in
demographics such as age, gender and
location

33. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Keyword
Keyword Targeting By:
 Top performing search keywords
 Topics

34. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Behavioral
Audience Behavioral :
 Purchase behaviors or intents
 Based on social activity and offline
activity from third-party partners
(i.e., Acxiom, Datalogix and Epsilon)

35. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Custom Audiences
Custom Audiences:
 1st party data
 Email or phone numbers

36. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Lookalikes
Lookalike Audiences:
 Use email databases, phone numbers
to find similar types of audiences
 Place a snippet of code on site

37. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Retargeting
Retargeting:
 Engage with mid-funnel
prospects
 Personalized interactions
 Keep your institution “Top-of-
Mind”
 Requires pixel on landing pages

38. Geographic
Demographic
Keyword
Behavioral
Custom
Audiences
Retargeting
Lookalikes Interest
Targeting Options
Retargeting – Audience Segmentation
Retargeting Segmentation Example:
 Prospect starts application process
but doesn’t complete
 Retarget users with “Application
Deadline”

39. Targeting/Platform Chart
Geographic
Demographic
Interest (Groups)
Behavioral
Keyword
Custom
Audience
Lookalike
Retargeting (Extended
Audience )

40. Channel Breakdown

41. Age Demographic of Social Networking Users
http://www.mikemarsh.org/wp-content/uploads/2015/02/Age-Demographics-of-Social-Networking-Users.png

42. Facebook

43.  829 million people log onto
Facebook daily
 94% of teens have a Facebook
profile and
 81% said Facebook is their
main social networking site
 Average Facebook user spends
40 minutes a day on the
platform
Facebook
User Stats

44. Social Ads
Facebook

45. Social Ads
Facebook

46. Twitter

47.  302 million monthly active
users
 55% of the users are between
18-49
 Users spend an average of an
hour and a half on the platform
monthly
Twitter
User Stats

48. Twitter Cards
Driving Website Clicks or Conversions

49. Twitter Cards
Driving Website Clicks or Conversions

50. Lead Generation on Twitter

51. YouTube

52.  YouTube has more than 1 billion
users
 Every day people watch
hundreds of millions of hours
on YouTube and generate billions
of views
 The number of hours people are
watching on YouTube each month
is up 50% year over year
 300 hours of video are uploaded
to YouTube every minute
 Half of YouTube views are on
mobile devices
YouTube
User Stats
https://www.youtube.com/yt/press/statistics.html

53. YouTube Ads
Sponsored Search Results

54. YouTube Ads
Video Overlay

55. YouTube Ads
Video Pre-roll

56. YouTube Ads
Display Advertising

57. LinkedIn

58. LinkedIn
User Stats
 350+ Million Global users
 41 million people between
the ages of 18-29 use
LinkedIn
 College students are the
fastest growing population
 83% of LinkedIn users also
use Facebook
 LinkedIn gets a new user
every 2 seconds
 4.2 million teens in the US
use LinkedIn

59. This image cannot currently be displayed.
University Rankings
See which schools are
setting graduates up for
success
University Finder
Find the schools that match
your career goals
Field of Study Explorer
See what’s possible based
on what you study
Decision Boards
Get advice on your education
from people you trust
This image cannot currently be displayed.
LinkedIn EDU

60. LinkedIn EDU

61. LinkedIn EDU
University Rankings
Get more insights from these schools

62. LinkedIn EDU
University Finder
Find universities based on your career goals

63. LinkedIn EDU
University Finder
See the school results

64. LinkedIn EDU
Field of Study Explorer
See people’s careers for different fields of study

65. LinkedIn EDU
Field of Study Explorer
Explore other fields of study

66. LinkedIn EDU
Decision Boards
Organize the schools and fields of study you are interested in
on your board

67. LinkedIn EDU
Decision Boards
Add information about you and your education goals

68. LinkedIn EDU
Decision Boards
See who else is interested in studying or attending

69. LinkedIn EDU
Decision Boards
Update your progress as you go

70. LinkedIn
Content Populated Within Feed

71. LinkedIn
Text Ads

72. LinkedIn
Display Ads

73. LinkedIn
Sponsored Updates

74. LinkedIn
Sponsored InMail

75. Emerging Channels

76. Instagram

77. Instagram
User Stats
• 300 million monthly active
users
• 41% audience between ages
of 16-24
• 63% of Instagrammers in our
study say they use Instagram
to document their lives

78. Instagram

79. Instagram to release CPM advertising
structure sometime between July – end of
year.
• New Targeting: In addition to age, location, and
gender, now able to target by interests, industries,
and behaviors as well
• New Feature: Sign Up, Learn More, Shop Now,
Install Now buttons - with click through to website
• Allows for easy user experience and easy
tracking abilities
Instagram

80. Snapchat

81. Snapchat
User Demographics
 200 million+ users between the ages
of 13-34
 70% of all users are women
 71% of all users are under age 34
 77% of college students use
Snapchat
 More than 2 billion video views a day

82. Snapchat has brand new “3V” advertising product
(vertical, video, views)
• Cost: 2 cents per view of 10 second video ad
($20 CPM) – minimum contract amount TBD
• Video: 10 second video – vertical view, quick,
creative, fun ads
• Target: Limited targeting – location, age, gender
only
Snapchat

83. Swipe to View Stories Video Ads in Between Articles
Snapchat

84. Messaging

85. Goal: Deliver a Very Specific Message for Each
Stage of the Marketing Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT

86. Top of Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Generate Awareness
• Cast a wide net
• Generate as many
impressions to a new
audience as possible
Call-to-Action:
Who are you & what do you
stand for?

87. Mid-Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Encouraging
Consideration
Call-to-Action:
• Deliver more information
about program
• Features & benefits

88. Bottom-of-Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Taking Action
Call-to-Action:
• Attend and info session
• Application deadline

89. Facebook Study on Messaging Test

90. Facebook Study on Messaging Test

91. Facebook Study on Messaging Test

92. Facebook Study on Messaging Test

93. Facebook Study on Messaging Test

94. Measuring ROI
Tracking / Analytics

95. Google Analytics
What’s so great about it?
 Powerful web visitor data and source tracking
 No licensing costs or fees
 Universal - 71% of the top 10,000 sites on the internet use it

96. Media Sources
Admissions &
Enrollment CRM
Direct Traffic
Other “Direct” Sources
Organic search conducted over SSL / “incognito”
Mobile apps
PDF link click / Email link click (non-marketing emails)
Bookmarks / Shortened URLS
School Website
Event Registration

97. Media Sources
Admissions &
Enrollment CRM
Direct Traffic
Other “Direct” Sources
Organic search conducted over SSL / “incognito”
Mobile apps
PDF link click / Email link click (non-marketing emails)
Bookmarks / Shortened URLS
School Website
Event Registration

98. Sample Insights
Dashboards
98

99. The Student Journey
Underlying Principle
There are a multiple sources
that influence a students
decision to apply for a
university or college.

100. Sample Insights
Assisted Conversions See which media sources influenced an application
but, did not receive credit for it
100

101. Sample Insights
Multi-Channel Attribution Modeling
101

102. Non-Traditional Ways to Build Visibility
for Your School

103. Small Fish in a Large Pond?

104. Coming Up with a BIG Idea
• Ask Yourself:
• What sets you
apart from your
competitors?
• What does your
institution stand
for?
• Look beyond the
obvious (reviews,
testimonials, etc.)
!

105. Coming Up with a BIG Idea
• Leverage Your Media
Partners:
• Host annual “Big Idea
Contests”
• Crowd Source:
• Create internal “Big
Idea Contests”

106. “Visionary leaders are
paradigm changers
—individuals who
strive to make the
world a better place
by employing new,
innovative business
models and practices”

107. MARCHFEBRUARYJANUARYDECEMBERNOVEMBER
SEBA Is Sole Sponsor on VOTY Hub Website
Nominating Panelists
Select Nominees
This image cannot currently be displayed.
This image cannot currently be displayed.
This image cannot currently be displayed.
Nominee Profiles Rolled Out on SF Gate
This image cannot currently be displayed.This image cannot currently be displayed.
This image cannot currently be displayed. This image cannot currently be displayed.
This image cannot currently be displayed. This image cannot currently be displayed.
This image cannot currently be displayed. This image cannot currently be displayed.This image cannot currently be displayed.
VOTY Hub
Site is
Launched
Majority of Campaign Ads Hit
This image cannot currently be displayed. This image cannot currently be displayed. This image cannot currently be displayed. This image cannot currently be displayed.This image cannot currently be displayed. This image cannot currently be displayed.
VOTY Gala
Event
This image cannot currently be displayed.

108. Partner vs. Advertiser
• Dean on nominating
committee
• Content generation on
hub
• Full buy-in from the top
down
• Faculty and staff at the
event

109. 100% Share
of Voice on
the Hub
Additional Lead-Gen Components
Home Page
Takeovers
ROS
Banner Ads
Print AdsEmail Blasts

110. Results
• Elevated Brand
Awareness
• Increase in Leads YoY

111. It Doesn’t Have to Be About YOU

112. 2015 VISIONARY OF THE YEAR
EVAN MARWELL – EXEMPLIFYING LEADERSHIP WITH PURPOSE
“In the days after the award, I received many congratulatory notes including emails
from the Chairman of the FCC and the White House…The recognition this award
provides to Education Super Highway’s work will be tremendously helpful.”