leveraging social media & social crm to maximize student experience

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Tuesday, June 25, 2013 Wayne State University

Detroit, MI

Higher Education Summit

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Presented by Scott Newton – [email protected]

Leveraging Social Media and Social CRM to Maximize Constituent Experience


Scott Newton – Apex IT

Facebook: Apex IT, Inc. Twitter: ApexITPartner LinkedIn: Apex IT (http://www.linkedin.com/company/13908?trk=tyah) YouTube: ApexITPartner Google+: ApexITPartner


Program Agenda §  Apex IT Overview

§  Social Media in the Market Today

§  Social CRM Applications

§  Social Throughout the Lifecycle

§  Creating a Social Media Plan

Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and how your Institution can get started taking advantage of these opportunities.


5 Service Offerings

Program Management

Change Management

Business Process Re-Engineering

Configuration/Custom

Integration

Conversion

Test Planning & Execution

Training Planning, Development, Delivery

Health Checks

Managed Services

Application Administration

(supporting business and IT)

Upgrades

CRM Success Workshop

CRM Assessment & Capability Maturity

Model

Business Case

Package Selection

Implementation Roadmap

Cloud Migration

Strategy Services

Implementation Services

Post Go-Live Services


6 Apex IT Higher Education

Private Public / Non-Profit For Profit Business Schools

2 Year Schools


Higher Education Stakeholders

§  Potential Students

§  Accepted Students

§  Current Students

§  Alumni

§  Parents

§  Faculty

§  Staff

§  Potential Faculty and Staff

§  Donors

§  Community


8

How Does Social Influence our Behavior?

Social Influence

23.1 MILLION discover new brands through social media

UP FROM 18 MILL. (IN 2010)

22.5 MILLION use social media to learn about unfamiliar brands

UP FROM 20.5 MILL. (IN 2010)

17.8 MILLION are strongly influenced in their purchase decisions by opinions in social media


15.1 MILLION refer to social media before making purchase decisions


of americans said that social networks influenced their buying decisions 32%

Last Year

$$$$$$$$$$$$$$$$$$$$

of americans said that social networks influenced their buying decisions 64% $$$$$$$$$$$$$$$$$$$$

BUT THIS YEAR

has the greatest impact on their purchases

47% said that

facebook


People Expect Companies to Engage In Social

Refusing to respond on social will create the same wrath from customers as not answering the phone*

15% Increased customer

churn if you don’t engage

Source: Gartner Press Release and Quote Carol Rozwell August 1st 2012 *Estimated equivalent impact by 2014 http://www.gartner.com/it/page.jsp?id=2101515

“What is the deal

with…

What do you think about…?


10 Let’s Apply This to the Constituent Lifecycle Recruiting Use Case

HS Seniors prefer to go to colleges' Facebook pages for information about social life 65%

HS Seniors Watched a YouTube video created by a school 57%

HS Seniors want to connect to a current student on Facebook 75%

HS Seniors are influenced by social media presence in the search process 45%


12 Demographics: Average Age Distribution

Social Media

3/4 of social media users are between 25 - 54 years old

70%

Know the audience! Good to know: §  Continuing Education §  Hiring Faculty & Staff §  Alumni Development

? What about High School recruits?


13 Demographics: Age Distribution per Site

Social Media

High Schooler’s may not only be in the obvious places

? Where are others?

18


14 Demographics: Age Distribution per Site

Social Media

Social not just for recruiting prospective students

35

? What are the trends?


15 Social Media

Compared to 2.5 years ago

Avg. user age has gone up 2 years…

getting older

Avg. user age has gone down 2 years…

getting younger

Demographics: Average Age per Site







Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and your Institution can get started taking advantage of these opportunities.


Your Institution

Uncoordinated Action

Limited Insight

But Social Has Created Chaos For Institutions


Challenges With Social Don’t Know

Where to Start Lack Compelling

Content Not Integrated

across the lifecycle

Sources: Twitter Chief Marketer 2012 Social Marketing Study IBM from stretched to strengthened

Team Efficiency, Collaboration and Measurement

Create Awareness that Drives Prospects


19 The Social Divide: Constituents and Institutions

Students, Faculty, Staff, Alumni are social

What about your Institution?

How do we Bridge the Divide?


20 Social Applications

MARKET

ANALYZE ENGAGE

LISTEN COLLABORATE


21 Marketing

Social Applications

§  Develop and promote your brand

§  Manage multiple social networks and profiles

§  Deliver a consistent message across social channels

§  Focus various departments on shared social media strategies and goals

§  Increase positive sentiment Social Media isn’t the end-all-be-all, but it offers marketers unparalleled opportunity to participate in relevant ways. It also provides a launchpad for other marketing tactics. Social Media is not an island. It’s a high-power engine on the larger marketing ship.

Matt Dickman


22 Listening / Monitoring

Social Applications

§  Capture relevant conversations from global web and social channels

§  Cut through the noise to track key topics, trends, and influencers

§  Understand what people are saying about your brands

§  Identify positive, negative, and neutral posts with sentiment scoring Social Media can be a bit like a bunch

of people with megaphones blurting out their messages one-way. People will cover their ears (unsubscribe) and tune that out. Use Social Media to ‘listen’ to and learn more about your audience.

Brian J. Carroll


23 Engaging

Social Applications

§  Filter conversations for the right action by read status, channel, message type, label, assignee, and date to expedite access to required information

§  Route messages to appropriate team members within the recruiting team or retention organization to best address the constituent need

§  Respond to messages in context, in real-time

§  Grant permissions to the correct people in the right roles

Activate your fans, don’t just collect them like baseball cards.

Jay Baer


24 Analyzing

Social Applications

§  Track Key Performance Indicators (KPIs) to understand how customers view your brand

§  Analyze emerging trends, spikes, and anomalies

§  Monitor relevant conversations that uncover unmet needs or underserved segments

§  Improve your social footprint by continual adjustments

§  Keep tabs on your competitor schools by viewing their social media presence, conversations, and perceptions and compare against your brand


25 Collaborating

Social Applications

§  Collaboration through contextual conversations and real-time updates

§  With students, faculty, staff, alumni

§  Develop Influencers & Advocates

§  Follow or pin Students, Companies, Inquiries and other transactions

§  File sharing collaboration

§  Deeper Student Profiles Social Media is about the people! Not about your business. Provide for the people and the people will provide for you.

Matt Goulart


26 Let’s Apply This to the Constituent Lifecycle Use Case: Recruiting

MARKET ENGAGE LISTEN COLLABORATE

§  Make sites visible from your homepage

§  Listen for various key words (school abbreviation) combined with topics (sports)

§  Across multiple social

sites & blogs

§  Filter by sentiment

§  Continually narrow results

§  Generate an audience list

§  Communicate to recruits, tailoring the message by channel

§  Route to appropriate

department

§  Link recruit’s social profile to CRM Constituent record

§  Recruiter can reach out to recruit with real-time information

§  Recruiters can create discussion forums about high schools where they’ve had success

§  Recruiters can collaborate on events

§  Create blogs and

forums for students to interact with recruits (or recruits with other recruits)

§  Posts on Facebook that cover a wide range of topics. Drive “likes”!

§  Tweet relevant material to the audience. Make strong use of hash tagging relevant key words

§  Create student

interaction / reference videos on

YouTube

#


27 Let’s Apply This to the Constituent Lifecycle Use Case: Student Success


§  Communicate about on-campus events and news

§  Educate on Student

Life Services (tutoring, career placement, clubs, etc.)

§  Create loyalty with

surveys and contests §  Advertise Bookstore

§  Offer students to submit self-service requests via social media (logging a service request ticket via Facebook)

§  Listen for positive posts & tweets… amplify

§  Listen for negative posts & tweets… respond quickly

§  Negative sentiment

may be a sign of an At-Risk student

§  For At-Risk students, have Advisor reach out

§  For positive messages,

offer “pats on the back”, discounts to athletic events, student union, etc.

§  Create a social profile of the student in CRM (communication preferences, etc.)

§  Student Life to managed discussion forums

… between students … between students and Alumni … between students and potential employers

§  Online group chats between professors and students in class

§  Study groups on various topics


28 Let’s Apply This to the Constituent Lifecycle Use Case: Alumni Development


§  Create a social profile of alumni in CRM (preferences, sites, etc.)

§  Message/Advertise on

different sites (LinkedIn)

§  Listen for various key words (school abbreviation) combined with topics (sports)

§  Across multiple

appropriate social sites & blogs

§  Filter by sentiment

§  Continually narrow results

§  Generate an audience base

§  Tailor the message by channel

§  By department

§  Can message to alumni in real-time (twitter, facebook, linkedin, etc.)

§  Create communities for alumni to interact with faculty … or each other … or prospective students (volunteers, SIG’s,etc)

§  Encourage Advocates

and Influencers to amplify reach

§  Share success stories (scholarships, community events)


Additional Resources §  Social Media Strategy for Higher Education eBook

§  Salesforce Foundation Social Media Management

§  Listen, Learn and Engage! Webinar

§  Making an Impact with Social Media at Clemson University

§  And many, many others on Salesforce Foundation channels







Program Objective Learn why a Social Media Strategy is important, how Social CRM can play an important role in Higher Education to improve overall student experience and Success, and your Institution can get started taking advantage of these opportunities.


With 95% of college admissions offices using some form of social media… you’ll need a social media strategy to differentiate your organization from the other 20,000 colleges and universities around the world vying for student attention

Developing a Social Media Plan


32 Developing a Social Media Plan

1 Build a Social Media Team

§  Social Media Manager owns the social media initiative

§  Community Managers will be the face and voice of your brand, out on the front lines of Twitter and Facebook

§  Social Strategists will be measuring and analyzing your social media efforts

§  Content Creators can write blog posts, ad copy. Content Producers to handle the design and technical side of production.

§  Editor is responsible for meeting content quality and publishing deadlines

2 Set Up a Social Media Council

§  Social Media Manager oversees the council

§  Create and update policies and guidelines

§  Approve new social media channels

§  Ensure consistent branding and messaging

§  Identify social medial tools, coordinate integration with other systems

§  Share best practices throughout the institution



3 Draft a Social Media Policy

§  Review other school’s and corporation’s policies

§  Leverage the in-house lawyer

§  Set data governance guidelines

§  Remind of individual responsibility and liability

§  Staff may need to post disclaimers that they do not speak for the organization

4 Train the Staff

§  Anyone from Admissions to Athletics to Alumni may be using social media to engage with your community

§  Prepare them

§  Answer the questions:

–  What is social media? –  Why does social media matter (to me

personally, and to this school)? –  How do I use social media? –  What is our social media policy? –  How do I engage with our community?



5 Develop a Use Case

§  Segment your Audience

§  Define Goal / Objective

§  Determine Social Channels

§  Develop Content (themes & topics)

§  Write an Engagement Playbook

§  Use a Content Calendar to track development and timing of messages

6 Engage

§  Execute the Plan

–  Give a glimpse of campus life –  Tell Stories about Student Success

–  Reward Fans

–  Foster Discussion

–  Spread the Good News

§  Provide a medium for students, faculty, parents, and alumni to provide feedback



7 Listen & Adjust

§  Measure fans and followers (your Reach)

§  Compare Results to Goals

–  Increase in Donations? –  Increase in Student Applications? –  Increase in Retention?

§  Bring feedback back to Council

§  Continually Improve

8 Get Social!

§  Start Small

§  Focus on Your Objectives

§  Then Grow

ATA – be AUTHENCTIC, be TRANSPARENT, be ALTRUISTIC, and you will find enough success in Social Media ...

Nils Montan


Contact Information: §  Scott Newton §  [email protected] §  404.542.8537

leveraging social media & social crm to maximize student experience

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