Social Media and Social CRM are playing an important role in Higher Education. 92% of the top universities are using Social Media to improve Student Experience. From internal collaboration, Social Marketing and Engagement, to Social Media monitoring, Higher Ed institutions are finding new ways to better understand and service constituents from Prospective Students to Alumni. Apex It will discuss these new trends in CRM for Higher Education and the pivotal role of Social Media and Social CRM to the greater Student Experience.
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Leveraging Social Media & Social CRM to Maximize Student Experience
1. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Tuesday, June 25, 2013
Wayne State University
Detroit, MI
Higher Education Summit
2. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Presented by
Scott Newton – scott.newton@apexit.com
Leveraging Social Media and Social CRM
to Maximize Constituent Experience
3. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Scott Newton – Apex IT
Facebook: Apex IT, Inc.
Twitter: ApexITPartner
LinkedIn: Apex IT (http://www.linkedin.com/company/13908?trk=tyah)
YouTube: ApexITPartner
Google+: ApexITPartner
4. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Program Agenda
§ Apex IT Overview
§ Social Media in the Market Today
§ Social CRM Applications
§ Social Throughout the Lifecycle
§ Creating a Social Media Plan
Program Objective
Learn why a Social Media Strategy is important, how Social CRM can play an important role
in Higher Education to improve overall student experience and Success, and how your
Institution can get started taking advantage of these opportunities.
5. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
5Service Offerings
Program Management
Change Management
Business Process
Re-Engineering
Configuration/Custom
Integration
Conversion
Test Planning &
Execution
Training Planning,
Development, Delivery
Health Checks
Managed Services
Application
Administration
(supporting
business and IT)
Upgrades
CRM Success Workshop
CRM Assessment &
Capability Maturity
Model
Business Case
Package Selection
Implementation
Roadmap
Cloud Migration
Strategy
Services
Implementation
Services
Post Go-Live
Services
6. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
6Apex IT Higher Education
Private Public / Non-Profit For Profit Business Schools
2Year Schools
7. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Higher Education Stakeholders
§ Potential Students
§ Accepted Students
§ Current Students
§ Alumni
§ Parents
§ Faculty
§ Staff
§ Potential Faculty and
Staff
§ Donors
§ Community
8. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
8
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
decisions32%
Last Year
$$$$$$$$$$$$$$$$$$$$
of americans said that social
networks influenced their buying
decisions64%
$$$$$$$$$$$$$$$$$$$$
BUT THIS YEAR
has the greatest impact on their purchases
47%
said that
facebook
9. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
People Expect Companies to
Engage In Social
Refusing to respond on social
will create the same wrath from
customers as not answering
the phone*
15%
Increased customer
churn if you don’t
engage
Source: Gartner Press Release and Quote Carol Rozwell August 1st 2012
*Estimated equivalent impact by 2014
http://www.gartner.com/it/page.jsp?id=2101515
“
What is the deal
with…
What do you
think about…?
10. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
10Let’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%
HS Seniors are influenced by social media
presence in the search process45%
12. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
12
Demographics: AverageAge 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?
13. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
13
Demographics: Age Distribution per Site
Social Media
High Schooler’s may not only
be in the obvious places
? Where are others?
18
14. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
14
Demographics: Age Distribution per Site
Social Media
Social not just for recruiting
prospective students
35
? What are the trends?
15. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
15Social 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
16. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Program Agenda
§ Apex IT Overview
§ Social Media in the Market Today
§ Social CRM Applications
§ Social Throughout the Lifecycle
§ Creating a Social Media Plan
Program Objective
Learn why a Social Media Strategy is important, how Social CRM can play an important role
in Higher Education to improve overall student experience and Success, and your Institution
can get started taking advantage of these opportunities.
17. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Your Institution
Uncoordinated
Action
Limited
Insight
But Social Has Created Chaos For
Institutions
18. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Challenges With Social
Don’t Know
Where to Start
Lack Compelling
Content
Not Integrated
across the lifecycle
Sources: Twitter
Chief Marketer 2012 Social Marketing Study
IBM from stretched to strengthened
Team Efficiency, Collaboration and Measurement
Create Awareness
that Drives
Prospects
19. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
19The Social Divide:
Constituents and Institutions
Students, Faculty, Staff,
Alumni are social
What about your
Institution?
How do we Bridge the Divide?
21. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
21
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
§ Increase positive sentiment
Social Media isn’t the end-all-be-all,
but it offers marketers unparalleled
opportunity to participate in relevant
ways. It also provides a launchpad for
other marketing tactics. Social Media
is not an island. It’s a high-power
engine on the larger marketing ship.
Matt Dickman
22. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
22
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
Social Media can be a bit like a bunch
of people with megaphones blurting
out their messages one-way. People
will cover their ears (unsubscribe) and
tune that out. Use Social Media to
‘listen’ to and learn more about your
audience.
Brian J. Carroll
23. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
23
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
Activate your fans, don’t just
collect them like baseball
cards.
Jay Baer
24. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
24
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
25. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
25
Collaborating
Social Applications
§ Collaboration through contextual
conversations and real-time updates
§ With students, faculty, staff, alumni
§ Develop Influencers & Advocates
§ Follow or pin Students, Companies,
Inquiries and other transactions
§ File sharing collaboration
§ Deeper Student ProfilesSocial Media is about the people! Not
about your business. Provide for the
people and the people will provide for
you.
Matt Goulart
26. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
26Let’s Apply This to the Constituent Lifecycle
Use Case: Recruiting
MARKET ENGAGELISTEN COLLABORATE
§ Make sites visible from
your homepage
§ Listen for various key
words (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
§ Route to appropriate
department
§ Link recruit’s social
profile to CRM
Constituent record
§ Recruiter can reach
out 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
#
27. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
27Let’s Apply This to the Constituent Lifecycle
Use Case: Student Success
MARKET ENGAGELISTEN COLLABORATE
§ Communicate about
on-campus events and
news
§ Educate 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…
amplify
§ 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
(communication
preferences, 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
28. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
28Let’s Apply This to the Constituent Lifecycle
Use Case: Alumni Development
MARKET ENGAGELISTEN COLLABORATE
§ Create a social profile
of alumni in CRM
(preferences, sites,
etc.)
§ Message/Advertise on
different sites
(LinkedIn)
§ Listen for various key
words (school
abbreviation) combined
with topics (sports)
§ Across multiple
appropriate social sites
& blogs
§ Filter by sentiment
§ Continually narrow
results
§ Generate an audience
base
§ Tailor the message by
channel
§ By department
§ Can message to alumni
in real-time (twitter,
facebook, linkedin, etc.)
§ Create communities
for alumni to interact
with faculty … or each
other … or prospective
students (volunteers,
SIG’s,etc)
§ Encourage Advocates
and Influencers to
amplify reach
§ Share success stories
(scholarships, community
events)
29. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Additional Resources
§ Social Media Strategy for Higher Education eBook
§ Salesforce Foundation Social Media Management
§ Listen, Learn and Engage! Webinar
§ Making an Impact with Social Media at Clemson University
§ And many, many others on Salesforce Foundation channels
30. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Program Agenda
§ Apex IT Overview
§ Social Media in the Market Today
§ Social CRM Applications
§ Social Throughout the Lifecycle
§ Creating a Social Media Plan
Program Objective
Learn why a Social Media Strategy is important, how Social CRM can play an important role
in Higher Education to improve overall student experience and Success, and your Institution
can get started taking advantage of these opportunities.
31. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
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
32. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
32Developing 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
33. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
33Developing a Social Media Plan
3 Draft a Social Media Policy
§ Review other school’s and corporation’s
policies
§ Leverage the in-house lawyer
§ Set data governance guidelines
§ Remind of individual responsibility and
liability
§ Staff may need to 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?
34. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
34Developing a Social Media Plan
5 Develop a Use Case
§ 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
35. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
35Developing 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
ATA – be AUTHENCTIC,
be TRANSPARENT, be ALTRUISTIC, and
you will find enough success in Social
Media ...
Nils Montan
36. HIGHER EDUCATION SUMMIT ’13:
ENGAGE. TRANSFORM. SUCCEED.
Contact Information:
§ Scott Newton
§ scott.newton@apexit.com
§ 404.542.8537