In this workshop, learn how your social media presence impacts your potential applicants and future students. See your school from their perspective and discover ways you can improve. Develop a plan to “make the cut” with students when it comes time to make college decisions! ● Innovate your approach to potential students on social ● Discover new strategies to influence applicants ● Utilize social media to reach new students before they set foot on campus

1. MAKING THE CUT IN COLLEGE SHOPPING:
USING SOCIAL MEDIA TO CONNECT WITH
PROSPECTIVE STUDENTS
Steph Parker, Instructor at General Assembly
July 21, 2015

2. INTRODUCTIONS
I’m Steph.
•Digital Strategy, Allen & Gerritsen
•Instructor, General Assembly
•Get ready for a few movie references
•Feel free to tweet - #SMSsummit & @stephparker
#SMSsummit // @stephparker

3. THIS AFTERNOON…
Using social media to connect with prospective students
is Social Media Strategy 101:
•The basics of how to build one
•How to tailor it with prospective students in mind
•Two exercises to apply what you’ve (hopefully) learned
•Recap + Q&A
#SMSsummit // @stephparker

4. SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
Social media is what makes your brand’s marketing
ecosystem come alive.
It’s more than just a way to advertise; it’s a place to start conversations, forge
relationships, tell stories, and get details about your audience the way you
would with a new friend at a party.
#SMSsummit // @stephparker

5. SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
Yes, your university is a brand.
The characteristics that make you different than your competitors - from your
messaging to your values - create an emotional response, positive or negative,
with your prospective students (your target audience). That emotional
response is what creates your school’s brand.
#SMSsummit // @stephparker

6. One size does not fit all.
#SMSsummit // @stephparker

7. The strategy part is a lot like dating.
You find a potential match. Listen to them. Learn about them. Get them to
like you. Discover what makes them tick. Try new things with them. And,
when something goes wrong, look at how to make it better.
SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
#SMSsummit // @stephparker

8. Millennials (and Generation Z) care more about
experiences than they do things.*
One of the biggest deciding factors with younger, socially-savvy generations is
the experience they’ll have with something - in other words, how it can or
already does make them feel.
How can you tell the story of who your school is, how students live & play, and
what they’ll gain by being part of your community long-term?
SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
#SMSsummit // @stephparker

9. *Not all of your students are younger, prospective
undergraduate degree-seekers.
Some of them are Boomers going back to school after retiring. Others are
seeking certificate or graduate degrees.
The best way to reach your entire prospective student base is to do your
homework (pun intended).
SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
#SMSsummit // @stephparker

10. HINT:
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
Your prospective students look like this.
#SMSsummit // @stephparker

11. HINT:
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
They don’t look like (or relate to) this.
#SMSsummit // @stephparker

12. POSITIONING
Who are you & how do you want to be seen?
#SMSsummit // @stephparker

13. AUDIENCE
Who are you talking to? Who aren’t you?
#SMSsummit // @stephparker

14. RELATIONSHIP
Where’s your common ground?
#SMSsummit // @stephparker

15. COMPETITION
Who matters to your bottom line…
#SMSsummit // @stephparker

16. COMPETITION
…and who could steal the show?
#SMSsummit // @stephparker

17. GOALS
What do you want to accomplish?
#SMSsummit // @stephparker

18. APPROACH
How does your strategy come to life?
#SMSsummit // @stephparker

19. EVALUATION
How’d you do? How can you do better?
#SMSsummit // @stephparker

20. DON’T GIVE UP WHEN THIS HAPPENS. (AND IT INEVITABLY WILL.)
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
#SMSsummit // @stephparker

21. A GUIDE TO PICKING THE
RIGHT PLATFORMS(& where the students are)
SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
#SMSsummit // @stephparker

22. No matter the platform, remember the users.
#SMSsummit // @stephparker

24. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
KEY CONSIDERATION ASSISTANTS
TALKING TO STUDENTS ON THEIR TURF
PURPOSE-DRIVEN ENHANCEMENTS
#SMSsummit // @stephparker

25. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
KEY CONSIDERATION AGENTS
TALKING TO STUDENTS ON THEIR TURF
PURPOSE-DRIVEN ENHANCEMENTS
#SMSsummit // @stephparker

26. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
KEY CONSIDERATION ASSISTANTS
TALKING TO STUDENTS ON THEIR TURF
PURPOSE-DRIVEN ENHANCEMENTS
#SMSsummit // @stephparker

27. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
KEY CONSIDERATION ASSISTANTS
TALKING TO STUDENTS ON THEIR TURF
PURPOSE-DRIVEN ENHANCEMENTS
#SMSsummit // @stephparker

28. DON’T FORGET ABOUT YOUR
OWNED PROPERTIES.
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
#SMSsummit // @stephparker

29. AND PAY ATTENTION TO REVIEWS
& RANKING SITES.If you’re not where you want to be, how can you
shift perceptions and compensate?
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
#SMSsummit // @stephparker

30. DO WHAT’S RIGHT FOR
YOUR BRAND.(a.k.a. your school)
SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
#SMSsummit // @stephparker

31. A FEW EXERCISES
SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015
#SMSsummit // @stephparker

32. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
YOUR
BRAND
PROSPECTIVE
STUDENTS
Position your landscape.
Who & what is
your brand?
Where do you
fall short? How old are they? Where do
they come from? What does
their background look like?
What do you offer that
no one else can? What’s their biggest
challenge or fear?
What does their
lifestyle look like?
What are your
core values?
How do they make
decisions? What
motivates them?
#SMSsummit // @stephparker

33. SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015
YOUR
BRAND
PROSPECTIVE
STUDENTS
Find your passion points.
What do you both
have in common?
#SMSsummit // @stephparker

34. Let’s recap.
#SMSsummit // @stephparker

35. ALMOST DONE!
•Social media strategy is not a one size fits all practice - the right mix
of research and creativity makes something unique for you
•The social landscape is comprised of platforms that do & mean
different things to your audience - make sure you know how to swim
before jumping in
•Connecting with audiences today is about experiences and what you
can offer them; it’s a sell without feeling like a sell
•90 minutes only scratches the surface - keep learning, just like your
students!
#SMSsummit // @stephparker

36. ANY QUESTIONS?
‣ Body Level One
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‣ Body Level Five
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CHEERS.‣ @stephparker
‣ stephparker.me