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.

1. How to Improve Experiences for Students and Alumni
UNITEC Case Study
Jesús Hoyos, Solvis Consul1ng, LLC
www.jesushoyos.com
@jesus_hoyos
#CRMEvolu1on #CustSE
5/23/16 © 2016 Laureate Universi1es® - Confiden1al & Proprietary 1

2. The Growth Hacker: Data, Audiences, Content
hSp://www.unitec.mx/
hSp://www.laureate.net/
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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.
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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
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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
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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
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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
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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
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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
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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
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11. - Community Managers for each campus
- Roles and Resposabili1es
- Local content marke1ng
- Distributed marke1ng
¿Cómo lo hicimos?Sixth Step: Make it local
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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
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13. Ecosistema digital
Web + Blog
Landing
Pages
Chat
Community
Social Media
Solovinos
Reps
Tele MKT
Marke1ng
Automa1on E-commerce
Prospects
The Ecosystem
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14. Results
Show me the money!!!
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15. Alumnos inscritos por redes sociales
Enrollment
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16. Conversion: Closed Deals
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17. Crecimiento en Facebook
Seguidores
Facebook
Interacciones Facebook
Facebook: Fans and Engagement
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18. Atención a alumnos y prospectos
Resolu@on index > 95%
Cases Members Conversation
Community, Cases, and Engagement
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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%
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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
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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
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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
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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
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25. Replicate the Ecosystem
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26. Q&A - Thank you!
Jesús Hoyos
@jesus_hoyos
www.solvisconsul1ng.com
jesus.hoyos@solvisconsul1ng.com
Connect with Roxana
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