USC Admission Social Media Strategy featured in HootSuite Higher Education Webinar
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The document outlines USC's social media strategy for engaging prospective students, which includes acquiring students through platforms like Facebook, Twitter, YouTube, and Instagram and engaging with them through virtual events, customer service on Twitter, and new admit Facebook groups to help with the student conversion process. It also discusses how HootSuite is used to manage USC's various social media profiles and networks to strategically message, monitor mentions, and respond to prospective students in real-time across multiple platforms and devices.
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USC Admission Social Media Strategy featured in HootSuite Higher Education Webinar
- 1. Prospective Students USC Digital Brand Manager @JuntaeDeLane Juntae DeLane
- 2. Social Media
- 3. Agenda
- 4. ACQUIRE
- 5. ENGAGE
- 7. Facebook
- 9. Twitter
- 10. Twitter - Customer Service @USCAdmission do I need to notify the admissions staff if I have changed one if the classes I planned on taking next semester? @USCAdmission Hi, I have a question. Would my application not be considered if I'm missing the financial support letter? @USCAdmission if a presidential scholarship finalist lives outside the US, how much will their flight be subsidized? I live in Vietnam :) @USCAdmission what's the minimum toefl pbt score for international students to apply for USC? @USCAdmission How do I sign up for the "Explore USC" tour? @USCAdmission In Russia we have only 11 grades (total) and USC admission require 12 grades in high school transcript. What I can do? @USCAdmission hey USC i haven't seen any update on my USConnect account. I am an international transfer student from Malaysia @USCAdmission I am coming from a community college that wasn't listed so I can't find my admissions counselor. @USCAdmission Hi, I justbeen admitted to USC 2014 Spring. Could u tell me when can i know how many units i can transfer towards USC? These are actual questions Tweeted to the @USCAdmission Twitter handle.
- 11. Google Plus
- 12. Google+
- 13. YouTube
- 14. YouTube
- 15. Instagram
- 16. Instagram
- 18. New Admit Facebook Groups
- 19. Facebook Group
- 21. Social Networks – The management of all USC’s social networks are done within HootSuite. The dashboard helps us to listen, engage and measure all from one simple interface. Teams – We have assigned user seats to all departments within enrollment services to unify collaboration. Message Management - By hosting all of our social profiles and pages in one dashboard, we monitor for USC brand mentions, schedule campaign messaging and effectively respond to our prospective students in real-time. Mobile Apps – We utilize the mobile apps to manage out social media communication on the go. Hootsuite
- 22. Thank You Let’s keep the convo going. Connect with me! Blog: www.JuntaeDeLane.com Twitter: @JuntaeDeLane LinkedIn: www.linkedin.com/in/juntaedelane
Notes de l'éditeur
- Thank Jordan and Hootsuite for the opportunity Enrollment Services description Undergraduate Admission I am relatively new
- As you are aware, digital marketing and communications initiatives to prospective college students has grown across higher education. More students are engaging with campuses through digital platforms and online communications. With this in mind, I sought to enhance our digital communications by expanding our online footprint to recruit prospective students. During 2013, my focus was to establish communications channels and define protocols and procedures to maintain them. This year, I incorporated social media into all communication touch points; established our digital marketing funnel and developed management and customer services workflows. Particularly, I launched an exclusive Facebook group for admitted students. During this presentation I will provide tips on how to leverage these networks to engage with prospective students. And also highlight successful campaigns conducted by our department.
- 4 different phases of our digital marketing funnel continue to grow the USC online audience and identify new social media platforms in which to engage; begin engaging in interactive conversations with prospects; use social media to increase inquiries and application submissions; and use social media to increase conversion. During this presentation we will focus on each of those individual phases and give you best-practice advice when using social media
- Important Tips 1. Include social media profile information in all marketing collateral. 2. Add social media profiles to signage at on/off campus event locations. 3. Include website and social media profile information on all official communications. 4. Add social media profile information on select branded school items.
- Our first challenge is getting the attention of prospective students through social media platforms, the second is keeping it. Provide Exclusive Content – content unique from what’s in your viewbook or information found on your website Give Advice – use social media to provide tips for their admission process Videos – have very high engagement rates Conversing – Answering Questions – be sure to respond to them in a timely manner
- Exciting year for USC Admission Created engaging content that we cross-pollinated across all social media profiles Here are some examples Admission counselor selfie – mocking the highly retweeted selfie that Ellen took at the Oscars. Great example of how to hop on current trends to increase engagement. One of the most like Instagram photos on our USCAdmission account. Created interactive content that highlighted our alumni We created infographics We created original videos that showcased a lighter side of our admission office. We also created student testimonials our YouTube channel.
- Important Tips Publish content at least once a week and daily during the most critical phase. Check the engagement statistics via Facebook Insights. Create engaging content – ask questions, or solicit opinions without directly asking for comments or likes. Develop rich media such as videos, photos and links for deeper engagement. Engage with other University fan pages. Struggling to create content, continue to engage with these pages for opportunities to share their content on your fan page
- Discover USC Live (Virtual Open House) This event will showcase the three main Discover USC events: (1) the Admission session, (2) the Financial Aid session, (3) the student panel. Each session was streamed live to the USC Admission Facebook page. Prospective students clicked on the appropriate tab to view each corresponding session. We use this event to help build our fan page like by requiring users to like before viewing the stream. This resulted in a large increase of likes
- Important Tips Utilize #hastags as a valuable way to monitor trending topics and post-performance review. Follow other university Twitter account Monitor and analyze successful content by studying tweets with high numbers of retweets and comments. Respond to questions in a timely fashion
- Our goal is to increase the efficacy of our communication so we encourage students to ask questions via Twitter. We found this has helped our call centers by responding to simple admission questions on this platform.
- Important Tips Create circles to segment your followers and create special messaging to each audience. Use Google Events - send out customized invitations to anyone regardless of whether or not they are G+ users. It syncs beautifully with Google Calendar and shows up automatically when a user confirms for an event. AND Gmail is very popular amongst prospective students
- One of the most popular events on Google+ is the Hangouts Google+ Hangouts created to engage prospective applicants and their parents. During these events, the audience was encouraged to submit questions ahead of time to be answered during the Hangout session. We also used the Q&A app to respond to questions during the event. Hangout session would be posted on YouTube account for anyone to access after the event. This increased our Google+ following as well as our YouTube views and subscriptions.
- Important Tips Optimize videos to show up in the search engines Develop titles that are more informational than promotional to increase SEO.
- On YouTube we created USC Cribs, a set of MTV Cribs-inspired videos profiling the freshman housing options at USC. It was two- to three-minute videos profiling the highlights of our students distinctive dorm room. What’s interesting about this series is that it was created based on social listening. A reoccurring theme of questions from prospective students was about housing options on campus. So we decided to create something highly engaging and relevant so we showcased these distinctive dorms and had prospective students vote on their favorite. As a result, these videos have the highest number of views on our USC Admission YouTube channel.
- Important Tips Show off your campus Repost other user photos Give prospective students a look “behind the scenes” Create How-to videos Use hashtags
- We recently created a Instagram account and decided to showcase our Admitted Student Weekend. For newly admitted students who could not make it to campus, they were able to get Instagram coverage of this event throughout the day. We took photos and videos of each session and post it as a live feed for the events taking place that day. As a result, we significantly increased our followers.
- The last phase of our digital marketing funnel is “Trojan Conversion” During this phase we begin implementing Drive-to-Actions tactics, such as: Providing advice and influencing user dialog; Registration for campus visits and off-campus events. Important Tips for this phase 1. Create a calendar of communication deadlines to post content on your social media. 2. Develop formal response procedures for any audience inquiries. 3. Increase your social communications to at least one post per day
- We found great success with utilizing Facebook groups for our newly admitted students. It provides insight into group sentiment Promote the opportunity to “make friends and meet the incoming class” to all admitted students immediately following their notification of admission.
- To offer student success stories To provide competitive analysis To stimulate peer-influence Make it easy for them to join Give them a reason to join Do not censor them or get too involved Provide excellent customer service Invite current students and encourage authenticity
- We feel like we conquered social media this year we had a few key successes that set nice foundation going forward. The Hootsuite dashboard helped pull all of the pieces together.
- It allowed us to manage our social networks for Admission and other Enrollment Services constituents . We are able to coordinate messaging across departments and monitor questions and comments from students. We are able to monitor all social activity with the help of their mobile app.
- Thanks for listen. If you want to connect with me please feel free to do so. You can find more social media/digital marketing articles on my blog at: juntaedelane.com