We can all agree that the power of word-of-mouth advocacy is stronger in Higher Ed than anywhere else. Advocacy fuels awareness, recruiting, retention, and donations. It is present in students, staff, faculty, and alumni. But, despite its power and ubiquitousness, advocates typically don't know how to spread the word beyond "showing support" with a pledge or windshield sticker. Imagine if you could match the right message to the right person at the moment they wanted to spread the word. In this session, you will learn how to weave advocacy into the very fabric of your institution, so when you deliver an experience worth talking about, there's an easy-to-share message to go with it. 

1. Empowering People to
Make an Impact: Advocacy in Higher Ed
@stephanhov #eduweb17
Stephan Hovnanian
Bambu by Sprout Social
@stephanhov

2. Marketing “Trifecta”
@stephanhov #eduweb17
Delivering the right message to the
right person at the right moment.

3. How do we go from
Word of Mouth Advocacy?
@stephanhov #eduweb17

4. Empowerment
Message
@stephanhov #eduweb17
Medium Measurement

5. Marketing “Trifecta” with Advocacy
@stephanhov #eduweb17
Delivering the right message to the
right person at the right moment.
Adding structure so we influence the
message and medium advocates share.

6. @stephanhov #eduweb17
Advocacy Program Framework
Define Find
Engage
Nurture

7. Define
(What’s In It For YOU?)
@stephanhov #eduweb17

8. • Awareness
• Recruitment
• Retention
• Contribution
@stephanhov #eduweb17
Goals Aren’t One Size Fits All
Begin where
you stand to
gain the most
from advocacy

9. Find
(Your Advocates)
@stephanhov #eduweb17

10. @stephanhov #eduweb17
Who are your advocates?
Alumni Faculty Staff Students
Advocate Personas
Prospects

11. @stephanhov #eduweb17
Where are your advocates?
Email CRM Social Internal
Advocate Database

12. Engage
(Creating Empowerment)
@stephanhov #eduweb17

13. Empowerment Matrix
@stephanhov #eduweb17
Goal Message Medium Measurement
Alumni Donations
Pulling together
in support
Testimonial
Video
$$
Faculty Recruiting
Professional
success/growth
Blog posts,
spotlight videos
Engagement
survey data
Staff Recruiting
Great place to
work
Quote graphic
on social
Candidate apps
Students Retention
Opportunities
are plentiful
On-Campus
collateral, events
Retention
metrics
Prospects Enrollment
Student/Alumni
success, culture
Social Applications

14. • Purdue raised an unprecedented
$18.3 million from 12,872 donations
in just 24 hours using a social media
campaign.
• They hosted 35 challenges
throughout the day on social media,
engaging academic and non-
academic units in friendly rivalry by
challenging donors to give back and
boost their favorite campus, college,
school, or program in order to win
cash prizes.
@stephanhov #eduweb17 http://www.ecityinteractive.com/blog/6-hugely-successful-higher-ed-social-media-days-of-giving/

15. @stephanhov #eduweb17
Empower Advocates to Write Reviews
67% Use social media to research colleges
58% 20%
Online reviews
were important to
college selection
process
Online ratings
and reviews were
most influential
digital channels
https://www.eab.com/daily-briefing/2016/05/13/58-of-prospects-use-online-reviews-to-choose-a-college
http://www.orange-element.com/thinking/higher-education-marketing-prospective-students/

16. Nurture
(Ongoing Value for Everybody)
@stephanhov #eduweb17

17. • Measuring
Performance
• Communicating
Success
@stephanhov #eduweb17
Value for YOU:
Think Return
on Objectives,
not Return on
Investment

18. • Match reward with
perception of value
• Develop a spectrum
as advocacy matures
@stephanhov #eduweb17
Value for THEM:
Open dialog with
advocates will
uncover what’s
valuable to them

19. @stephanhov #eduweb17
Stephan Hovnanian
Bambu by Sprout Social
@stephanhov
Empowering People to
Make an Impact: Advocacy in Higher Ed