turn insight into action: listen to what's being said about your university
DESCRIPTION
Do you know what people are saying about your university or college on social media? Interested in learning more about how effective social media management is transforming education? Learn how universities and colleges are leveraging social media to drive recruitment efforts, improve the student experience, enhance on-campus communications, and more.TRANSCRIPT
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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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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Presented by @LizBabiak
Turn Insight Into Action. Listen to What’s Being Said About Your University.
000
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Agenda � Algonquin College + Social Media � The Next Level � Drilling Down: Recruitment + Admissions � Current Students � Captivating Content � Improving the Student Experience � Taking the Leap
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Let’s get on the same page… Social Media is web- and mobile-based platforms that support interactive dialogue. Users join online communities to share information and ideas (content).
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Algonquin College
� Ottawa, Ontario � 18,000 full-time students � 36,000 part-time students � 165+ programs
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
My Role @ Algonquin � Manage primary social media accounts � Develop social media guidelines � Enhance our social media strategy � Cultivate social media resources � Host social media learning sessions � Coach individuals, teams and departments
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Social Media @ Algonquin � Started engaging on Twitter in 2008 � Facebook and more in 2009 + 2010 � Recognized as top Canadian College and
8th PSE on Klout.com in 2011 + 2012 � Decentralized social media account model
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Our Social Media Accounts
Facebook Pages
YouTube Channels
Twitter Accounts
10 70 40 30 LinkedIn Groups
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Our Main Social Media Accounts
4,400+ Page Followers 2,400+ in Alumni Group
209,000 views
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Our Main Social Media Accounts
5,000-8,000 social media interactions each month (Tweets, Retweets, Facebook Stories)
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Tools of the Trade � AC has been using Salesforce since 2008
� Implemented for Recruitment in 2010
� Marketing Cloud since January 2013 � Radian6: Listen + Engage � BuddyMedia: Publish, Inspire + Measure
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Why take Social Media to the next level?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
With the Marketing Cloud, we’re able to…
� Listen � Engage � Learn � Measure � Repeat
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What does that mean? We’re able to… � Join conversations � Engage with future + current students,
employees, the community at large, and other stakeholders
� And…
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Build a like-minded, helpful community to tell
+ participate in the Algonquin Story
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
How did we get started?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
We cut through the clutter…
Algonquin Park Algonquin, Illinois Algonquin Books Algonquin First Nations Algonquin Middle School
Algonquin College The Algonquin Hotel Algonquin Young Readers Algonquin Round Table Algonquin Commons
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
… then turned up the volume and Listened:
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Admissions
Recruitment Exams + Projects
Alumni
Student + Staff Successes
Residence
Campus Eateries
Physical + Digital
Infrastructure
Student Life @ Algonquin
… then turned up the volume and Listened:
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Admissions
Recruitment
… then turned up the volume and Listened:
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
� 615 mentions on this topic in Feb/March
� Opportunity to join the conversation + influence decisions
� Congratulate prospective students + dig deeper
� Build relationships
Drilling Down: Recruitment + Admissions
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
� Offers of admission sent in February + March
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
� “accepted” Proud Parent
Kudos from a friend
Future student?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Listening: Recruitment + Admissions
� “accepted” Future student?
Potential brand
advocate?
Extra Nurturing?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Engagement: Recruitment + Admissions
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Learning: Recruitment + Admissions � Conversation Spikes
Offers sent for most programs
Offers sent for highly competitive programs
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Demonstrate Social Media’s Power
• Facebook • Twitter
Social Media
• Forms • Events
Lead Capture • Applicant • Student
Nurturing
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What about current students?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Enhancing On-Campus Communications � Answer burning questions � Aggregate information
and stories from across the College
� Facilitate sharing � Reinforce messages
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Learning From the Cycle Term Start
First Projects + Tests
Midterms Projects + Tests
Exams
When and where are the big conversations taking place?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What about current students?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What about current students?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What about current students?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Workflow Warrior • Organize and schedule content • Approve posts from other users • Post to multiple accounts • Track engagement
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Improving the Student Experience � Students know they can turn to social media
for timely help � Facebook and Twitter = conduits to more
information + other contacts � Reinforce important dates + activities � Celebrate College successes + partnerships � Forge lasting connections
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Identifying Areas for Improvement
� Recurring challenges � Unclear processes � Missing information
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Identifying Areas for Improvement
Wireless problems
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Demonstrate Social Media’s Power
• Facebook • Twitter
Social Media
• Student Services
• Administration + more
College Services • Engaged,
empowered students
Graduation
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Wireless Service Action Plan � Ensure students know how
and where to get help � Ask them to identify “Dead Zones” � Develop screencasts � Communicate progress
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Leaping to the Next Level…
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What Does It Take? � Clear social media strategy + roles � Define your priorities � Invest time in training + Topic Profiles � Take baby steps à you’ll still be amazed
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
How can you inspire your community? � What are they
asking about? � How can you solve
their problems? � How can you
celebrate together?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Questions?
HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
@LizBabiak Social Media Community Officer, @AlgonquinColleg