Social Media Strategies Summit: Higher Education 2015

MAKING THE CUT IN COLLEGE SHOPPING: USING SOCIAL MEDIA TO CONNECT WITH PROSPECTIVE STUDENTS

Steph Parker, Instructor at General Assembly July 21, 2015

INTRODUCTIONS

I’m Steph. •Digital Strategy, Allen & Gerritsen •Instructor, General Assembly •Get ready for a few movie references •Feel free to tweet - #SMSsummit & @stephparker

#SMSsummit // @stephparker

THIS AFTERNOON…

Using social media to connect with prospective students is Social Media Strategy 101: •The basics of how to build one •How to tailor it with prospective students in mind •Two exercises to apply what you’ve (hopefully) learned •Recap + Q&A


SOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015

Social media is what makes your brand’s marketing ecosystem come alive. It’s more than just a way to advertise; it’s a place to start conversations, forge relationships, tell stories, and get details about your audience the way you would with a new friend at a party.



Yes, your university is a brand. The characteristics that make you different than your competitors - from your messaging to your values - create an emotional response, positive or negative, with your prospective students (your target audience). That emotional response is what creates your school’s brand.


One size does not fit all.#SMSsummit // @stephparker

The strategy part is a lot like dating. You find a potential match. Listen to them. Learn about them. Get them to like you. Discover what makes them tick. Try new things with them. And, when something goes wrong, look at how to make it better.



Millennials (and Generation Z) care more about experiences than they do things.* One of the biggest deciding factors with younger, socially-savvy generations is the experience they’ll have with something - in other words, how it can or already does make them feel.

How can you tell the story of who your school is, how students live & play, and what they’ll gain by being part of your community long-term?



*Not all of your students are younger, prospective undergraduate degree-seekers. Some of them are Boomers going back to school after retiring. Others are seeking certificate or graduate degrees.

The best way to reach your entire prospective student base is to do your homework (pun intended).



HINT:SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015

Your prospective students look like this.


HINT:SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015

They don’t look like (or relate to) this.


POSITIONING

Who are you & how do you want to be seen?#SMSsummit // @stephparker

AUDIENCE

Who are you talking to? Who aren’t you?#SMSsummit // @stephparker

RELATIONSHIP

Where’s your common ground?#SMSsummit // @stephparker

COMPETITION

Who matters to your bottom line…#SMSsummit // @stephparker

COMPETITION

…and who could steal the show?#SMSsummit // @stephparker

GOALS

What do you want to accomplish?#SMSsummit // @stephparker

APPROACH

How does your strategy come to life?#SMSsummit // @stephparker

EVALUATION

How’d you do? How can you do better?#SMSsummit // @stephparker

DON’T GIVE UP WHEN THIS HAPPENS. (AND IT INEVITABLY WILL.)SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015


A GUIDE TO PICKING THE RIGHT PLATFORMS(& where the students are)



No matter the platform, remember the users.#SMSsummit // @stephparker

SOCIAL MEDIA STRATEGIES SUMMIT - JULY 21, 2015

KEY CONSIDERATION ASSISTANTS

TALKING TO STUDENTS ON THEIR TURF

PURPOSE-DRIVEN ENHANCEMENTS



KEY CONSIDERATION AGENTS














DON’T FORGET ABOUT YOUR OWNED PROPERTIES.



AND PAY ATTENTION TO REVIEWS & RANKING SITES. If you’re not where you want to be, how can you shift perceptions and compensate?



DO WHAT’S RIGHT FOR YOUR BRAND. (a.k.a. your school)



A FEW EXERCISESSOCIAL MEDIA STRATEGIES SUMMIT – JULY 21, 2015



YOUR BRAND

PROSPECTIVE STUDENTS

Position your landscape.

Who & what is your brand?

Where do you fall short? How old are they? Where do

they come from? What does their background look like?

What do you offer that no one else can? What’s their biggest

challenge or fear?

What does their lifestyle look like?

What are your core values?

How do they make decisions? What motivates them?



YOUR BRAND

PROSPECTIVE STUDENTS

Find your passion points.

What do you both have in common?


Let’s recap.#SMSsummit // @stephparker

ALMOST DONE!

•Social media strategy is not a one size fits all practice - the right mix of research and creativity makes something unique for you

•The social landscape is comprised of platforms that do & mean different things to your audience - make sure you know how to swim before jumping in

•Connecting with audiences today is about experiences and what you can offer them; it’s a sell without feeling like a sell

•90 minutes only scratches the surface - keep learning, just like your students!


ANY QUESTIONS?

‣Body Level One ‣Body Level Two ‣Body Level Three ‣Body Level Four ‣Body Level Five

‣Body Level One ‣Body Level Two ‣Body Level Three ‣Body Level Four ‣Body Level Five

CHEERS.‣@stephparker ‣ stephparker.me

http://stephparker.me