Using CRM and Marketing Automation for Higher Education
2 likes3,242 views
UNITECH case study outlines steps taken to improve engagement of prospective and current students through social media. It began by analyzing social media data to identify key audiences, then implemented technologies and content marketing strategies to continuously engage audiences across multiple social channels. Key results included increased enrollment, Facebook followers and engagement, as well as a 95% resolution rate for student and prospect inquiries through the community.
Using CRM and Marketing Automation for Higher Education
- 2. The Growth Hacker: Data, Audiences, Content hSp://www.unitec.mx/ hSp://www.laureate.net/ 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 2
- 3. Communi:es: Listening and Engagement 80,000 Students 250k Prospects 25% of prospects and 75% of students are engaged via blogs, community and social media Listening: More than 20,000 students are rejected from the public university. Ideal prospects to engage. 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 3
- 4. 1. Engagement with prospects 2. Quick response with social media – customer service & sales 3. Convert prospects into students Key Requirements for Unitec: Provide customer service during the sales process 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 4
- 5. ¿Cómo lo hicimos? • Conversa1on Map and Social Media Data to get buy-in from CxOs and Deans from each campus • Created use cases • Clean up Social Media Channels First Step: Get Execu:ve Buying 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 5
- 6. ¿Cómo lo hicimos? • Convert from Yahoo Awnser to Facebook and own community • Selected the key channels to engage • Implemented technologies to engage prospects and students Second Step: Con:nous listening of different audiences 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 6
- 7. • Content Marke1ng • Marke1ng Automa1on • Customer Service via Social Media: community, advocates, knowledge base • Key metrics: NPS, Resolu1on Index, Time to Response, Time to Engage, Time of Resolu1on ¿Cómo lo hicimos?Third Step: The Team 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 7
- 8. ¿Cómo lo hicimos? • Based on social media data • Based on segments and audiences • Based of prospec1ng and selling cycles • Based on buyer personas: parents and students Fourth Step: Content Marke:ng 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 8
- 9. ¿Cómo lo hicimos? 3. Convert 1. Create Close Interac1ons via CTAs Follow up Content Site Visit 2. Promote • Facebook Post • Knowledge ase • Web Content • Videos • Blogs • Facebook Tabs • Communi1es • NewsleSers • E-mail • E-books • Call Center • Campus Visit • Demos Fourth Step: More Content Marke:ng – Contact Nurturing Buyer Personas + Audiences 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 9
- 10. 1. Call Center 2. Adminsions 3. Campus 4. Student Services ¿Cómo lo hicimos?FiPh Step: Incorporate Social Media to the other non social channels and processes 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 10
- 11. - Community Managers for each campus - Roles and Resposabili1es - Local content marke1ng - Distributed marke1ng ¿Cómo lo hicimos?Sixth Step: Make it local 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 11
- 12. Community Managers facilitate conversa@on using monitoring tools CC Agents solve problems using CRM Community back office ac@vi@es Knowledge Management Community + Knowledge base Corporate Channels Monitoreo y atención The Opera:on 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 12
- 14. Results Show me the money!!! 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 14
- 15. Alumnos inscritos por redes sociales Enrollment 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 15
- 17. Crecimiento en Facebook Seguidores Facebook Interacciones Facebook Facebook: Fans and Engagement 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 17
- 18. Atención a alumnos y prospectos Resolu@on index > 95% Cases Members Conversation Community, Cases, and Engagement 5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 18
- 19. The Blog – by audiences and with CTAs • 252,220 visits • + 63.28% 39,103 40,482 30,493 30,480 63,192 70,612 37,886 55,738 0 20,000 40,000 60,000 80,000 Octubre Noviembre Diciembre Enero Consumo C1 2015 vs 2014 2014 2015 +61% +74% +24% +82% 1. Organic traffic: 65% (SEO) 2. Direct traffic: 12% 3. Social and other channels: 23% (long tail) 105075 164035 13,044 30,488 8,700 23,708 16,187 19,356 0 50,000 100,000 150,000 200,000 2014 2015 Fuentes de tráfico C1 2015 vs 2014 Orgánico Directo Social Referencia +56% +133% +172% +16% 19 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 20. Blog as a conver:on tool • 3,043 prospects read the blog as part of the decision process (30% of new students) • Content Marke1ng with CTAs • Moving from High School to College • Scholarships and discounts • Jobs • Webinars about academics op1ons Blogs Contacts HS 304 UG 1,328 Bachelor 613 Online 572 Post 226 TOTAL 3,043 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 21. Blogs and audiences • Topics • Health • University Life • Jobs • About Unitec 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 Octubre Noviembre Diciembre Enero Salud Vida Universitaria UNITEC Hoy Empleo 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 22. Key Components 1. Data: Social Media Listening & Marke1ng Automa1on data 2. Audiences: Contact nurturing, Ads, Pos1ng, Advocates, Community 3. Content Marke1ng: Part of the Contact Nurturing process 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 23. Top Challenges 1. Call Center & CRM Integra1on 2. Digital vs Social Media 3. Content Marke1ng Tool 4. Skill sets 5. Martech aligment (Zopim/Zendesk & GetSa1sfac1on/Sprinkr) 6. Marke1ng Automa1on aligment 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 24. Next Steps: 70/20/10 model 1. Agile Marke1ng – “Test and Learn” 2. Data Integra1on – “306 Degree View of Consumer” 3. From Marketers to Marke1ng Technologists 4. AdTech integra1on 5. Marke1ng Dashboards – “Decision Making In real-1me” 6. Customer Journeys 5/23/16 © 2016 Laureat Universi1es® - Confiden1al & Proprietary
- 26. Q&A - Thank you! Jesús Hoyos @jesus_hoyos www.solvisconsul1ng.com jesus.hoyos@solvisconsul1ng.com Connect with Roxana LinkedIn hSps://www.linkedin.com/in/ralanisv/en