Apex it social crm to maximize student experience (v2)
- 1. Slide Leveraging Social Media and Social CRM to Maximize Student Experience Bryan Hinz Apex IT – Principal CRM/CX Consultant 2013
- 2. Slide 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.
- 3. Slide 3 Customers Apex IT Higher Education Private Public / Non-Profit For Profit Business Schools 2 Year Schools
- 4. Slide 4
- 5. Slide 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 facebook
- 6. Slide 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?
- 7. Slide 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%
- 8. Slide 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%
- 9. Slide 9 Demographics: Age Distribution per Site Social Media Social not just for recruiting prospective students 55% 63% 35 65% 79% ? What are the trends?
- 10. Slide 10Social 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
- 11. Slide 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.
- 12. Slide 12The Social Divide: Constituents and Institutions Students, Faculty, Staff, Alumni are social What about your Institution? How do we Bridge the Divide?
- 14. Slide 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
- 15. Slide 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
- 16. Slide 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
- 17. Slide 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
- 18. Slide 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
- 19. Slide 19Let’s Apply This to the Constituent Lifecycle Use Cases
- 20. Slide 20Let’s Apply This to the Constituent Lifecycle Recruiting Use Case HS Seniors prefer to go to colleges' Facebook pages for information about social life65% HS Seniors Watched a YouTube video created by a school57% HS Seniors want to connect to a current student on Facebook75% said a college or university’s presence on a social media made them more interested in applying22%BUT ONLY
- 21. Slide 21Let’s Apply This to the Constituent Lifecycle Use Case: Recruiting MARKET ENGAGELISTEN 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 #
- 22. Slide 22Let’s Apply This to the Constituent Lifecycle Use Case: Student Success MARKET ENGAGELISTEN 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
- 23. Slide 23Let’s Apply This to the Constituent Lifecycle Use Case: Alumni Development or HR Talent Acquisition for Faculty & Staff MARKET ENGAGELISTEN 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
- 24. Slide 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.
- 25. Slide 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
- 26. Slide 26Developing 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
- 27. Slide 27Developing 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?
- 28. Slide 28Developing 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
- 29. Slide 29Developing 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
- 30. Slide 30 Contact Information: Bryan Hinz bryan.hinz@apexit.com 612.964.5596