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  • UAS Conference Series 2013/14

    1 October 2013

    @oxfordgradstudy

    Engaging with prospective students using social media

    Tess Ablitt and Nicola Mastroddi Graduate Admissions and Funding

    14 September 2010

    Page 1

  • @oxfordgradstudy

    Why should we use social media?

    Show a human side to Oxford engage informally

    Flexible, low-cost channel which students occupy

    Quick distribution of news, events and updates

    Allow prospective and current students to interact

    with each other

    Act as a central hub for all graduate-specific news

    1 October 2013

    Page 2

  • @oxfordgradstudy

    How do we use social media?

    1 October 2013

    Page 3

    1,860 followers (using for 2 years)

    2,500 followers (using for 6 months as a PAGE)

    206 followers (using for 8 months)

    Using for 1 month; stats to come!

    Other channels to consider: LinkedIn, Vimeo, Flickr, Google+,

    Vine, Delicious, Digg, StumbleUpon and the list goes on!

    Feed into the Universitys Facebook and Weibo

  • @oxfordgradstudy

    How should we use social media?

    1 October 2013

    Page 4

    Quick updates re. news and events

    Promote news & events using photos, videos

    Boards of photos to represent your brand

    Collections of graduate-related videos

    Regularly engage students with interesting and relevant content Call to actions are important and always measure effectiveness

    WEBSITE

    PRIMARY CHANNELS

    SUBSIDIARY CHANNELS

  • @oxfordgradstudy

    CONTENT QUIZ: FACEBOOK AND TWITTER

    1 October 2013

    Page 5

    Five past Facebook posts and five past Tweets from our accounts on your handouts

    In pairs, we want you to rank the posts by popularity and discuss the reasons why youve ranked them this way

    Results and discussion

  • @oxfordgradstudy

    HOW TO BRAND

    1 October 2013

    Page 6

    Important to retain your brand in your social media so people

    instantly recognise you and to give your account credibility, e.g.

    consistent logo, colour palette, account names

  • @oxfordgradstudy

    HOW TO PROMOTE

    1 October 2013

    Page 7

    Hard copy promotional materials

    Website

    Promote through each social media channel

    Email signatures

    Any communications to your target audience

    Ask the main university page/GAF to share your content

    Facebook advertising and boosting posts

    Follow some influential accounts and hope they follow you!

  • @oxfordgradstudy

    THINGS TO CONSIDER

    1 October 2013

    Page 8

    Senior management buy-in: develop a Strategy/Policy

    Tools:

    Research externally benchmark with competitors

    Research internally current use within the university

    Establish target audience, objectives, targets and methods

    Establish use and resources needed

    How to measure success and future considerations

  • @oxfordgradstudy

    HOW TO POST/TWEET

    1 October 2013

    Page 9

    Regular posting to engage/inform followers

    Simple language informal and friendly tone

    Include link for further info and call to action (FB can track; use bit.ly for Twitter)

    Include photos or videos to represent post

    Time of day and during week

    Schedule into Hootsuite if not in the office

    Twitter 140 characters; Facebook no restrictions

  • @oxfordgradstudy

    POST-BUILDING EXERCISE

    1 October 2013

    Page 10

    Using the previous principles explained, we want you to

    create a post for either Facebook and Twitter in groups.

    Topic: new graduate course launched see handout

  • @oxfordgradstudy

    HOW TO MEASURE SUCCESS

    1 October 2013

    Page 11

    It is important to measure your impact on social media

    and provide regular reports to inform your team of

    progress

    Tools to use:

    Google Analytics campaign tracking links

    Bit.ly track shortened links

    Facebook Insights

    Crowdbooster

  • @oxfordgradstudy 1 October 2013

    Page 12

  • @oxfordgradstudy

    QUESTIONS?

    1 October 2013

    Page 13