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Leveraging Social Media to Drive Awareness and Increase Engagement with Students

Session 28. Leveraging Social Media to Drive Awareness and Increase Engagement with Students. Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference. Use Listening to Create Better Content. What is Online Customer Listening?.

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Leveraging Social Media to Drive Awareness and Increase Engagement with Students

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  1. Session 28 Leveraging Social Media to Drive Awareness and Increase Engagement with Students Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference

  2. Use Listening to Create Better Content

  3. What is Online Customer Listening? Every good conversation starts with good listening

  4. Getting Started… Identify keywords Set-up your search Be prepared

  5. Identify Keywords Consider Misspellings KISS

  6. Set-Up Your Search Source: SocialMention.com

  7. Set-up Your Search www.boardreader.com Source: BoardReader.com

  8. Set-up Your Search

  9. And as the Boy Scouts Said…

  10. You Can Listen Until You’re Blue in the Face

  11. Why do it? How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Listening To Our Customers Identify Key Customer Issues

  12. Create Relevant Content We use online customer listening to: Identify FAQs Determine seasonal/timely content Get feedback on our products and services

  13. Identify Key Customer Issues Source: Twitter.com – All tweets public

  14. What have we been up to? • Social Media isn’t new anymore (But it is evolving) • Putting the customer first • With that, drumroll please…

  15. StudentAid.gov Homepage

  16. Twitter www.twitter.com/FAFSA

  17. Facebook www.facebook.com/FederalStudentAid

  18. Facebook

  19. YouTube www.youtube.com/FederalStudentAid

  20. Storify www.storify.com/FAFSA

  21. Storify Source: Storify.com

  22. Visual.ly www.visual.ly/users/FederalStudentAid

  23. Infographics

  24. Leverage FSA content for your own Facebook, Twitter, and YouTube Accounts

  25. As My Mother Always Said… Sharing is Caring

  26. Beg, Borrow, & Steal (Really!)

  27. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in) COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a> <script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script>

  28. Embed our YouTube Videos In Your Site

  29. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid

  30. StudentAid.gov/Resources

  31. Increase Student Engagement

  32. Visuals Visuals Visuals!

  33. Mobile

  34. Host “Office Hours” online Source: Twitter.com – All tweets public

  35. Impromptu “Office Hours” Source: Twitter.com – All tweets public

  36. Measure the Effectiveness of your Efforts

  37. How successful are you? • The Big 6 • Potential Reach • Engagement Volume • Amplification Rate • Engagement Rate • Conversion Rate • Impact Stories

  38. Impact Stories Source: Twitter.com – All tweets public

  39. QUESTIONS? Keep in touch: FSANewMedia@ed.gov

  40. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid

  41. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com

  42. Social Media Measurement Resources Potential Reach Engagement Volume (# of posts) * (# of fans) # of comments, likes, & shares # of mentions, replies, retweets, & favorites (# of posts) * (# of followers) (# of posts) * (# of subscribers) # of comments, shares, & thumbs up

  43. Social Media Measurement Resources Amplification Rate Engagement Rate Conversion Rate # of comments, likes, & shares per post Shares per post # of mentions, replies, retweets, & favorites per tweet Retweets per tweet # of comments, shares, & thumbs up per post Share clicks per post Number of clicks on the links in your social media posts

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