IAC 2024 - IA Fast Track to Search Focused AI Solutions
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.
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
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