turn insight into action: listen to what's being said about your university

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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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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.

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Page 1: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Tuesday, June 25, 2013 Wayne State University

Detroit, MI

Higher Education Summit

Page 2: Turn Insight Into Action: Listen to What's Being Said About Your University

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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.

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Page 3: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 4: Turn Insight Into Action: Listen to What's Being Said About Your University

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).

Page 5: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Algonquin College

� Ottawa, Ontario � 18,000 full-time students � 36,000 part-time students � 165+ programs

Page 6: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 7: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 8: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Our Social Media Accounts

Facebook Pages

YouTube Channels

Twitter Accounts

10 70 40 30 LinkedIn Groups

Page 9: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Our Main Social Media Accounts

4,400+ Page Followers 2,400+ in Alumni Group

209,000 views

Page 10: Turn Insight Into Action: Listen to What's Being Said About Your University

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)

Page 11: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 12: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 13: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 14: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Why take Social Media to the next level?

Page 15: Turn Insight Into Action: Listen to What's Being Said About Your University

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

With the Marketing Cloud, we’re able to…

� Listen � Engage � Learn � Measure � Repeat

Page 16: Turn Insight Into Action: Listen to What's Being Said About Your University

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…

Page 17: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Build a like-minded, helpful community to tell

+ participate in the Algonquin Story

Page 18: Turn Insight Into Action: Listen to What's Being Said About Your University

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

How did we get started?

Page 19: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 20: Turn Insight Into Action: Listen to What's Being Said About Your University

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

… then turned up the volume and Listened:

Page 21: Turn Insight Into Action: Listen to What's Being Said About Your University

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:

Page 22: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Admissions

Recruitment

… then turned up the volume and Listened:

Page 23: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 24: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Listening: Recruitment + Admissions

� Offers of admission sent in February + March

Page 25: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Listening: Recruitment + Admissions

� “accepted” Proud Parent

Kudos from a friend

Future student?

Page 26: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Listening: Recruitment + Admissions

� “accepted” Future student?

Potential brand

advocate?

Extra Nurturing?

Page 27: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Engagement: Recruitment + Admissions

Page 28: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Learning: Recruitment + Admissions � Conversation Spikes

Offers sent for most programs

Offers sent for highly competitive programs

Page 29: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Demonstrate Social Media’s Power

• Facebook • Twitter

Social Media

• Forms • Events

Lead Capture • Applicant • Student

Nurturing

Page 30: Turn Insight Into Action: Listen to What's Being Said About Your University

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

What about current students?

Page 31: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 32: Turn Insight Into Action: Listen to What's Being Said About Your University

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?

Page 33: Turn Insight Into Action: Listen to What's Being Said About Your University

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

What about current students?

Page 34: Turn Insight Into Action: Listen to What's Being Said About Your University

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

What about current students?

Page 35: Turn Insight Into Action: Listen to What's Being Said About Your University

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

What about current students?

Page 36: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 37: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Workflow Warrior •  Organize and schedule content •  Approve posts from other users •  Post to multiple accounts •  Track engagement

Page 38: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 39: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Identifying Areas for Improvement

� Recurring challenges � Unclear processes � Missing information

Page 40: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Identifying Areas for Improvement

Wireless problems

Page 41: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 42: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 43: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Leaping to the Next Level…

Page 44: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Page 45: Turn Insight Into Action: Listen to What's Being Said About Your University

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?

Page 46: Turn Insight Into Action: Listen to What's Being Said About Your University

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

Questions?

Page 47: Turn Insight Into Action: Listen to What's Being Said About Your University

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

@LizBabiak Social Media Community Officer, @AlgonquinColleg

[email protected]