How to Embrace Social Media in Your Student Outreach
•Download as PPTX, PDF•
1 like•959 views
This document provides guidance on using social media for student outreach. It begins by defining social media and reviewing the current social media landscape. It then discusses understanding the target student audience, which is mostly millennials who trust user-generated content. The document recommends defining a social media strategy focused on goals and audiences before selecting key channels like Facebook, Twitter, YouTube and LinkedIn. It stresses creating and sharing useful content like blogs, videos and infographics on a regular schedule. The final sections provide tips on measuring the effectiveness of social media efforts and list additional resources.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (8)
Similar to How to Embrace Social Media in Your Student Outreach
Similar to How to Embrace Social Media in Your Student Outreach (20)
More from Rachel Metscher (@rachelmetscher)
More from Rachel Metscher (@rachelmetscher) (13)
Recently uploaded
Recently uploaded (20)
How to Embrace Social Media in Your Student Outreach
- 1. EMBRACE SOCIAL MEDIA IN YOUR STUDENT OUTREACH June 26, 2014
- 2. Agenda Define Social Media Use Review the Landscape Understanding Your Target Audience Define Your Strategy Ideas for Content
- 4. Social Media Social Media is a Channel Tool Vehicle A Waste of Time
- 7. But Before You Jump In
- 8. 80% of Millennials use social media “several times a day
- 10. Millennials
- 12. 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 13
- 14. Channels You Can Use
- 15. Questions to Ask about Audience who are your target audiences? what are their unique needs? what do you need to tailor for each audience?
- 16. Now That You Have the Stats How to Use Social in Your Outreach
- 18. 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 =
- 19. 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
- 20. Social Media Strategy Model
- 21. You have your social channels, what are you going to share? How to Fuel Your Social Channels
- 23. Content
- 24. Successful social media starts with solid content marketing processes - Cathy McPhillips, Content Marketing Institute
- 25. Your Content Needs to… Solve.For.The.Student (or Parent or Teacher. So they will engage and SHARE
- 26. Content Process Research & Planning Content Creation Amplification Content Measurement
- 27. Content Marketing Process Research & Planning Content Creation Amplification Content Measurement • Interviews • Audit • Define Strategy • Editorial Calendar • Buyer Personas • Buying Cycle • Website • Social • Paid Media • Curation • Web traffic • Engagement • Sales Conversion
- 28. 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 created One piece should be sales-related — like a product notice, press release, or some other piece
- 29. 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.
- 30. Source: From Eloqua and JE
- 31. Type of Content Informational Event based Need Based
- 33. Content Tip #2: Tweet Chats 33 #edchat, #satchat, #nyedchat and Beyond Great Resource: http://blogs.edweek.org/edweek/finding_com mon_ground/2014/01/twitter_chats_an_hour_ well_worth_your_time.html
- 36. Content Tip #5 People love lists. Why not create Top ten major list using your Searc For Programs? Or create searches or unusual ma And post those to your social chan
- 37. Content Tip #6 Editorial Calendars
- 38. Content Tip #7
- 39. 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) Insig ht
- 40. Content Tip #9
- 42. • 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
- 44. • 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
- 45. • 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
- 46. • 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
- 47. • 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
- 48. • 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.com/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
Editor's Notes
- Depending on your view of social media, it could be all three
- Why is Social media hard? There are so many platforms to choose from. Many organization struggle not only to what platforms to use but also where to be.
- http://marketingland.com/report-15-of-social-users-have-ended-a-friendship-because-of-social-media-more-social-tone-statistics-5667
- Most relied on AND Make the most sense for the audience AND Expressed interest in them, Survey Monkey
- Why are you doing what you are doing
- Rachel You have seen where we are now this is where we are headed (Ground Swell 2008) In order to create a consistent message we need all parties to participate in our strategy of POST.
- Veronica
- Creating the social account is only the first piece of the puzzle, now you need to share information, but what?
- Your audience is voting with their clicks. Guage interest in a topic by tracking the audience’s feedback