Turn Insight Into Action: Listen to What's Being Said About Your University

transcript

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Tuesday, June 25, 2013 Wayne State University

Detroit, MI

Higher Education Summit

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Presented by @LizBabiak

Turn Insight Into Action. Listen to What’s Being Said About Your University.

Agenda � Algonquin College + Social Media � The Next Level � Drilling Down: Recruitment + Admissions � Current Students � Captivating Content �  Improving the Student Experience � Taking the Leap

Let’s get on the same page… Social Media is web- and mobile-based platforms that support interactive dialogue. Users join online communities to share information and ideas (content).

Algonquin College

� Ottawa, Ontario � 18,000 full-time students � 36,000 part-time students � 165+ programs

My Role @ Algonquin � Manage primary social media accounts � Develop social media guidelines � Enhance our social media strategy � Cultivate social media resources � Host social media learning sessions � Coach individuals, teams and departments

Social Media @ Algonquin � Started engaging on Twitter in 2008 � Facebook and more in 2009 + 2010 � Recognized as top Canadian College and

8th PSE on Klout.com in 2011 + 2012 � Decentralized social media account model

Our Social Media Accounts

Facebook Pages

YouTube Channels

Twitter Accounts

10 70 40 30 LinkedIn Groups

Our Main Social Media Accounts

4,400+ Page Followers 2,400+ in Alumni Group

209,000 views

Our Main Social Media Accounts

5,000-8,000 social media interactions each month (Tweets, Retweets, Facebook Stories)

Tools of the Trade � AC has been using Salesforce since 2008

� Implemented for Recruitment in 2010

� Marketing Cloud since January 2013 � Radian6: Listen + Engage � BuddyMedia: Publish, Inspire + Measure

Why take Social Media to the next level?

With the Marketing Cloud, we’re able to…

� Listen � Engage � Learn � Measure � Repeat

What does that mean? We’re able to… � Join conversations � Engage with future + current students,

employees, the community at large, and other stakeholders

� And…

Build a like-minded, helpful community to tell

+ participate in the Algonquin Story

How did we get started?

We cut through the clutter…

Algonquin Park Algonquin, Illinois Algonquin Books Algonquin First Nations Algonquin Middle School

Algonquin College The Algonquin Hotel Algonquin Young Readers Algonquin Round Table Algonquin Commons

… then turned up the volume and Listened:

Admissions

Recruitment Exams + Projects

Alumni

Student + Staff Successes

Residence

Campus Eateries

Physical + Digital

Infrastructure

Student Life @ Algonquin

Admissions

Recruitment

� 615 mentions on this topic in Feb/March

� Opportunity to join the conversation + influence decisions

� Congratulate prospective students + dig deeper

� Build relationships

Drilling Down: Recruitment + Admissions

Listening: Recruitment + Admissions

� Offers of admission sent in February + March

� “accepted” Proud Parent

Kudos from a friend

Future student?

� “accepted” Future student?

Potential brand

advocate?

Extra Nurturing?

Engagement: Recruitment + Admissions

Learning: Recruitment + Admissions � Conversation Spikes

Offers sent for most programs

Offers sent for highly competitive programs

Demonstrate Social Media’s Power

• Facebook • Twitter

Social Media

• Forms • Events

Lead Capture • Applicant • Student

Nurturing

What about current students?

Enhancing On-Campus Communications � Answer burning questions � Aggregate information

and stories from across the College

� Facilitate sharing � Reinforce messages

Learning From the Cycle Term Start

First Projects + Tests

Midterms Projects + Tests

When and where are the big conversations taking place?

Workflow Warrior •  Organize and schedule content •  Approve posts from other users •  Post to multiple accounts •  Track engagement

Improving the Student Experience � Students know they can turn to social media

for timely help � Facebook and Twitter = conduits to more

information + other contacts � Reinforce important dates + activities � Celebrate College successes + partnerships � Forge lasting connections

Identifying Areas for Improvement

� Recurring challenges � Unclear processes � Missing information

Identifying Areas for Improvement

Wireless problems

Demonstrate Social Media’s Power

• Facebook • Twitter

Social Media

• Student Services

• Administration + more

College Services • Engaged,

empowered students

Graduation

Wireless Service Action Plan � Ensure students know how

and where to get help � Ask them to identify “Dead Zones” � Develop screencasts � Communicate progress

Leaping to the Next Level…

What Does It Take? � Clear social media strategy + roles � Define your priorities �  Invest time in training + Topic Profiles � Take baby steps à you’ll still be amazed

How can you inspire your community? � What are they

asking about? � How can you solve

their problems? � How can you

celebrate together?

Questions?

@LizBabiak Social Media Community Officer, @AlgonquinColleg

babiakl@algonquincollege.com

Turn Insight Into Action: Listen to What's Being Said About Your University

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