apex it social crm to maximize student experience (v2)
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Leveraging Social Media and Social CRM to Maximize Student Experience
Bryan Hinz
Apex IT – Principal CRM/CX Consultant
2013
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2
Program Agenda
Apex IT Overview
Social Media in the Market Today
Social CRM/CX Applications
Social Throughout the Lifecycle
Creating a Social Media Plan
Program Objective
Learn how Social Media and Social CRM are playing an important role in Higher Education to improve overall student experience and Success.
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3 Customers Apex IT Higher Education
Private Public / Non-Profit For Profit Business Schools
2 Year Schools
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4
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5 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
UP FROM 14.4 MILL. (IN 2010)
15.1 MILLION refer to social media before making purchase decisions
UP FROM 10.7 MILL. (IN 2010)
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
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6 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?
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7 Demographics: Age Distribution per Site Social Media
22%
High Schooler’s may not be in
the obvious places
? Where are Students?
9%
8%
18 8%
8%
7%
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8 Demographics: Age Distribution per Site Social Media
44%
Students are in different places
? Where are Alumni, Faculty, Staff?
33%
31%
18-24
30%
25%
20%
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9 Demographics: Age Distribution per Site Social Media
Social not just for recruiting
prospective students
55%
63%
35
65%
79%
? What are the trends?
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10 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
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11
Program Agenda
Apex IT Overview
Social Media in the Market Today
Social CRM/CX Applications
Social Throughout the Lifecycle
Creating a Social Media Plan
Program Objective
Learn how Social Media and Social CRM are playing an important role in Higher Education to improve overall student experience and Success.
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12 The Social Divide: Constituents and Institutions
Students, Faculty, Staff,
Alumni are social
What about your
Institution?
How do we Bridge the Divide?
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13 Social Applications
MARKET
ANALYZE ENGAGE
LISTEN COLLABORATE
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14 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
Optimize your social presence to mobile devices
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15 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
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16 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
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17 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
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18 Collaborating
Social Applications
Collaboration through contextual conversations and real-time updates
With students, faculty, staff, alumni
Embedded into CRM application
Follow or pin Students, Companies, Inquiries and other transactions
File sharing collaboration
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19 Let’s Apply This to the Constituent Lifecycle Use Cases
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20 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%
said a college or university’s presence on a social
media made them more interested in applying 22% BUT ONLY
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21 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 works
(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
By department
Link recruit’s social profile to
CRM Constituent record
Recruiter can message 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
#
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22 Let’s Apply This to the Constituent Lifecycle Use Case: Student Success
MARKET ENGAGE LISTEN COLLABORATE
Communicate about on-
campus events and news
Educated 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
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
(preferences, sites, 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
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23 Let’s Apply This to the Constituent Lifecycle Use Case: Alumni Development or HR Talent Acquisition for Faculty & Staff
MARKET ENGAGE LISTEN COLLABORATE
Create a social profile of
alumni in CRM (preferences,
sites, etc.)
Message/Advertise on
different sites (LinkedIn)
Listen for various key works
(school abbreviation)
combined with topics (sports)
Across multiple social sites &
blogs
Filter by sentiment
Continually narrow results
Generate an audience list
Tailor the message by
channel
By department
Can message to alumni or
recruit in real-time (twitter,
facebook, linkedin, etc.)
Create blogs and forums for
alumni to interact with faculty
… or each other
… or prospective students
HR can collaborate with
Hiring Managers about a
position or Job Fair
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24
Program Agenda
Apex IT Overview
Social Media in the Market Today
Social CRM/CX Applications
Social Throughout the Lifecycle
Creating a Social Media Plan
Program Objective
Learn how Social Media and Social CRM are playing an important role in Higher Education to improve overall student experience and Success.
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25
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
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26 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
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27 Developing a Social Media Plan
3 Draft a Social Media Policy
Review other school’s and corporation’s
policies
Leverage the in-house lawyer
Remind of individual responsibility and
liability
Staff must 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?
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28 Developing a Social Media Plan
5 Develop a Plan
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
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29 Developing a Social Media Plan
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
