3. m
AGENDA
• Introductions
• Prospective Students
• Colleges and Universities
• Common Traits/Trends of Success
• Discussion
4. m
Patrick Powers
@patrickjpowers
• Personal
• Work Experience
•5 years journalist
•9 years in higher education
•Former director of digital marketing
and communications at Webster
University
• Speaking
•CASE Social Media and Community
•AMA Symposium on Higher
Education
•Adjunct Professor
8. m
Which social media channels
do they use?
Facebook
YouTube
Instagram
Twitter
Snapchat
Google+
Vine
Pinterest
Tumblr
LinkedIn
20% 40% 60% 80%
15% 30% 45% 60%
Seniors Parents
9. m
51%
OF U.S. HIGH SCHOOL SENIORS SAY
THEY HAVE VISITED A COLLEGE’S
FACEBOOK PAGE
10. m
37%
OF U.S. HIGH SCHOOL SENIORS SAY
THEY FOLLOW A COLLEGE OR
UNIVERSITY ON TWITTER
17. m
Mature social media
communities in the U.S. …
Have an approved strategy
Have an approved, resourced roadmap
25% 50% 75% 100%
Best-in-class Average
21. m
Goal Increase alumni engagement.
Strategy Design visual content that encourages
alumni to attend an on-campus lecture.
Measurable
Objective
Get 50 people to open the link; 20 people
to attend the lecture.
KPI Total reach; Click-throughs; Click-through
conversion rate; RSVPs; Attendance count
22. m
Goal Influence yield of admitted students
Strategy Leverage popular platforms to generate
excitement about choosing Fordham
Measurable
Objective
Reach 90 percent of admitted students;
Prompt 100 pieces of content; Attract 150
new followers
KPI Total reach; Content count; Follower count
23. m
58%
OF ADMITTED STUDENTS OPENED
THE EMAIL INVITATION; 3 PERCENT
CLICKED THROUGH TO THE SITE
24. m
282
ADMITTED STUDENTS POSTED
PHOTOS AS PART OF THE CAMPAIGN
25. m
200+
NEW FOLLOWERS ON TUMBLR AND
INSTAGRAM ACCOUNTS
27. m
What college search resources
do they find most influential?
80%
60%
40%
20%
College Website Email from College College Planning Site Facebook Post from College Tweets from College
Seniors 2013 Seniors Parents
28. m
If I have to choose between looking
at the website or Facebook page …
Seniors
2013 Seniors
Parents
25% 50% 75% 100%
I'll opt for Facebook I'll opt for the Website
32. m
Compared to social media, how
successful is email in meeting your
advancement goals?
More successful than some social media
More successful than all social media
Less successful than social media
Other
13%
13% 25% 38% 50%
10%
31%
46%
33. m
Give them a
reason to like you
and stay out of
the way.
4
34. m
What have they done on a
college Facebook page?
70%
53%
35%
18%
Clicked "Like" Asked to Join a Group Both Neither of These Options
Seniors 2013 Seniors Parents
35. 53%
OF U.S. HIGH SCHOOL SENIORS SAY THEY WERE
CONCERNED ABOUT PRIVACY ISSUES WHEN
LIKING OR ASKING TO JOIN A GROUP ON A
m
SOCIAL MEDIA CHANNEL.
44. m
U.S. Teens “Most Important”
Social Network
50%
38%
25%
13%
Instagram Twitter Facebook
23%
27%
30%
23%
26%
23%
33%
30%
17%
42%
27%
12%
Fall 2012 Spring 2013 Fall 2013 Spring 2014
47. m
“As social audiences access more
and more social content through
mobile devices, consumption habits
trend toward succinct content with
strong imagery and design.”
-Ogilvy blog
48. m
71%
OF U.S. HIGH SCHOOL SENIORS SAY
THEY HAVE LOOKED AT A COLLEGE
WEBSITE ON A MOBILE DEVICE.
49. m
How often do they use mobile
devices for web browsing?
60%
45%
30%
15%
Nearly all the time If no access to a desktop Rarely
Seniors 2013 Seniors Parents
50. m
In order to foster
experimentation
and creativity, get
comfortable.
8
51. m
Which type of social media do
you use?
Facebook
Twitter
LinkedIn
YouTube
Instagram
Pinterest
Google+
25% 50% 75% 100%
Most successful All others
56. m
Does the leader of your
institution use social media?
No
Yes, on Twitter
Yes, on Facebook
Yes, on a blog
Yes, on LinkedIn
Yes, on another channel
15% 30% 45% 60%
60. m
Social Media Report: Overview
June 1, 2013 - May 31, 2014
“I was Build tweeting Brand Awareness
with an alumnus before I was
going to a trip to California, and I didn’t know
that [he was] a senior manager at NASA Ames
Research Laboratory, and he invited me to tour
[it]. And when I went there, I met the director of
NASA Ames, and that resulted in the University
of Cincinnati becoming a Space Act Agreement
University, which opens the resources and
facilities and funding from NASA up to our
faculty and students. So that started because
of a Twitter interaction.”
Webster's social channels grew 70 percent over the past year with little sign of slowing down. Facebook continues to dominate the social media scence
when it comes to building awareness. It possesses the largest network of Webster subscribers (9,534) with Twitter coming in second (6,865).
Posts Subscribers Reach Impressions
Total number of unique users reached across
all social media platforms.
Total number of Facebook posts, tweets, pins
and videos uploaded by Webster.
Total number of Facebook fans, Twitter
followers, YouTube subscribers, etc.
Total number of unique users reached across
all social media platforms.
246 21,667 ! 70% 179,963 702,687
Increase Audience Engagement
Facebook rules when it comes to audience engagement, netting nearly 32 engagements per post. The next highest platform was YouTube where each video
posted averaged just over 5 engagements per post. Facebook accounted for 92 percent of Webster's total social engagements.
Engagements Engagements per Post Engagements per Subscriber
Total number of likes, comments shares
across all social media channels.
Average number of engagements — likes,
comments, shares — per post.
% of subscribers who have engaged with
Webster-generated content.
1,656 6.73 0.08
Drive Traffic to Enrollment
The most social traffic to the Webster website came from Facebook (90 percent), so it is no surprise that Facebook also leads when it comes to inquriies
and applications. There was a significant decrease in the year-over-year referrals, most likely due to changes in Facebook that keep users logged in.
Referrals Inquiries Undergraduate Applications Graduate Applications
Total number of referrals to the Webster
website from social media.
Requests for information, RSVPs and
applications from social media referrals.
Number of undergraduate applications coming
from social media referrals.
Number of graduate applications coming from
social media referrals.
6,057 " 41% 17 5 ! 100% 9 ! 100%