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Mona Tawakali Director, Client Strategy Using Social to Strengthen Admission
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Mona TawakaliDirector, Client Strategy
Using Social to Strengthen Admissions
How 1 Big Idea
Brought Together 6 Community Leaders…
ANNE WILSONCEO, UNITED WAY
DANIEL LURIEFOUNDER & CEO, TIPPING
POINT
DR. ZHAN LIDEAN, SCHOOL OF
ECONOMICS AND BUSINESS ADMINISTRATION, SAINT
MARY'S COLLEGE OF CALIFORNIA
JOHN DIAZEDITORIAL PAGE EDITOR,
SAN FRANCISCO CHRONICLE
Including 1 Pro Football Hall of
Famer
LUARENE POWELL JOBSFOUNDER, EMERSON
COLLECTIVE; CO-FOUNDER AND PRESIDENT, BOARD OF COLLEGE TRACK; CONTROLLER, STEVEN P.
JOBS/LAURENE POWELL JOBS TRUST
RONNIE LOTTPHILANTHROPIST AND
FORMER SAN FRANCISCO 49ER
To Recognize 1 Visionary of the Year…
EVAN MARWELLFOUNDER, EDUCATION SUPER
HIGHWAY
NOMINATED BY LAURENE POWELL JOBS
Education Super Highway Mission
We work to upgrade the Internet access in every public school classroom in America so that all students can take advantage of the promise of digital learning.
#SFCVOTY
Driving a Viral Campaign with Tens of Millions of Impressions Delivered
And Recognition Reaching from Coast to Coast…
What Does This Story Have to Do with Building the Admissions Pipeline?
Director of Client Strategy @ KRT Marketing
About Mona
Full Service Recruitment Advertising Agency
Bar Method Instructor
About Mona – Fun Facts!
Freelance Makeup Artist
About Mona – Fun Facts!
About Mona – Fun Facts!
AGENDA
Applicant Engagement Journey
Owned Media/Paid Media/Earned Media
Customize Messaging for the Funnel
Using Social to Drive Visibility for Your School
Tracking & Analytics
Q&A
ZMOT – Zero Moment of Truth
The Student Journey
Underlying Principle
There are a multiple sources that influence a students decision to apply for a university or college.
Today’s Student Decision Process
Friends/Word of Mouth
Applicant
Rankings
AWARENESS
Today’s Student Decision Process
Friends/Word of Mouth
Applicant
Rankings
AWARENESS
CONSIDERATION
Online Search
Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word of Mouth
Applicant
Rankings
AWARENESS
CONSIDERATION
ENGAGE
Online Search
Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word of Mouth
Applicant
Rankings
DeeperEngagement
School
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
Online Search
Today’s Student Decision Process
Blogs Twitter Facebook Instagram
Communications/Dialog
Friends/Word of Mouth
Applicant
Rankings
DeeperEngagement
School
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Online Search
How We Reach Students Has Changed
PAID MEDIA EARNED MEDIA
Banner Ads, Search Marketing,
Social Ads, College Fairs, Print
Ads, Enhanced College Profiles
Word-of-Mouth, Student Referrals, Student Reviews,
Social Fans & Engagement,
Search Engine Optimization
OWNED MEDIA
Website, Videos, Internal
Communications, Social Profile Templates,
eNewsletters, Blogs
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
PAID MEDIA
OWNED MEDIA
All Channels Must Work Cohesively Towards One Main Goal
!
Paid Media
Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications.
????????
What is a Social Ad?
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Today’s Candidate Decision Process
Social Media Advertising Revenue: The Facts
2012
$8.4BILLION
2015
$4.7BILLION
Why Are Social Ads So Effective in Targeting Potential Students?
• Highly Targeted • No Waste • Native Platform
Targeting Options
29
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsSocial Ads
Targeting OptionsGeographic
Hyper-local Targeting By:
State / City / DMA / Zip Code
Specific Campuses
Geo-fencing / IP Targeting
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Demographic Targeting By:
Age/gender
Education level
Job typeGeographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsDemographic
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsInterest
Interest Targeting Based on:
Interests shared on their Timelines
Apps used
Pages they liked
Other activities on and off of social media
***Interests may also factor in demographics such as age, gender and location
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsKeyword
Keyword Targeting By:
Top performing search keywords
Topics
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsBehavioral
Audience Behavioral :
Purchase behaviors or intents:
Based on social activity and offline activity from third-party partners (i.e., Acxiom, Datalogix and Epsilon)
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsCustom Audiences
Custom Audiences:
1st party data
Email or phone numbers
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsLookalikes
Lookalike Audiences:
Use email databases, phone numbers to find similar types of audiences
Place a snippet of code on site
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsRetargeting
Retargeting:
Engage with mid-funnel prospects
Personalized interactions
Keep your institution “Top-of-Mind”
Requires pixel on landing pages
Geographic
Demographic
Keyword
Behavioral
Custom Audiences
Retargeting
Lookalikes Interest
Targeting OptionsRetargeting – Audience Segmentation
Retargeting Segmentation Example:
Prospect starts application process but doesn’t complete
Retarget users with “Application Deadline”
Targeting/Platform Chart
Geographic
Demographic
Interest (Groups)
Behavioral
Keyword
Custom Audience
Lookalike
Retargeting (Extended Audience )
Channel Breakdown
Age Demographic of Social Networking Users
http://www.mikemarsh.org/wp-content/uploads/2015/02/Age-Demographics-of-Social-Networking-Users.png
829 million people log onto Facebook daily
94% of teens have a Facebook profile and
81% said Facebook is their main social networking site
Average Facebook user spends 40 minutes a day on the platform
FacebookUser Stats
Social AdsFacebook
302 million monthly active users
55% of the users are between 18-49
Users spend an average of an hour and a half on the platform monthly
TwitterUser Stats
Twitter CardsDriving Website Clicks or Conversions
Twitter CardsDriving Website Clicks or Conversions
Lead Generation on Twitter
YouTube
YouTube has more than 1 billion users
Every day people watch hundreds of millions of hours on YouTube and generate billions of views
The number of hours people are watching on YouTube each month is up 50% year over year
300 hours of video are uploaded to YouTube every minute
Half of YouTube views are on mobile devices
YouTubeUser Stats
https://www.youtube.com/yt/press/statistics.html
YouTube AdsSponsored Search Results
YouTube AdsVideo Overlay
YouTube AdsVideo Pre-roll
YouTube AdsDisplay Advertising
LinkedInUser Stats
350+ Million Global users 41 million people between
the ages of 18-29 use LinkedIn
College students are the fastest growing population
83% of LinkedIn users also use Facebook
LinkedIn gets a new user every 2 seconds
4.2 million teens in the US use LinkedIn
University Rankings
See which schools are setting graduates up for
success
University FinderFind the schools that
match your career goals
Field of Study Explorer
See what’s possible based on what you
study
Decision BoardsGet advice on your
education from people you trust
LinkedIn EDU
LinkedIn EDU
LinkedIn EDUUniversity Rankings
Get more insights from these schools
LinkedIn EDUUniversity Finder
Find universities based on your career goals
LinkedIn EDUUniversity Finder
See the school results
LinkedIn EDUField of Study Explorer
See people’s careers for different fields of study
LinkedIn EDUField of Study Explorer
Explore other fields of study
LinkedIn EDUDecision Boards
Organize the schools and fields of study you are interested in on your board
LinkedIn EDUDecision Boards
Add information about you and your education goals
LinkedIn EDUDecision Boards
See who else is interested in studying or attending
LinkedIn EDUDecision Boards
Update your progress as you go
LinkedInContent Populated Within Feed
LinkedInText Ads
LinkedInDisplay Ads
LinkedInSponsored Updates
LinkedInSponsored InMail
Emerging Channels
InstagramUser Stats
• 300 million monthly active users
• 75 million active daily users• 41% audience between ages
of 16-24
Instagram to release CPM advertising structure sometime between July – end of year.
• New Targeting: In addition to age, location, and gender, now able to target by interests, industries, and behaviors as well
• New Feature: Sign Up, Learn More, Shop Now, Install Now buttons - with click through to website• Allows for easy user experience and easy
tracking abilities
Snapchat
SnapchatUser Demographics
200 million+ users between the ages of 13-34
70% of all users are women 71% of all users are under age 34 77% of college students use
Snapchat More than 2 billion video views a day
Snapchat has brand new “3V” advertising product (vertical, video, views)
• Cost: 2 cents per view of 10 second video ad ($20 CPM) – minimum contract amount TBD
• Video: 10 second video – vertical view, quick, creative, fun ads
• Target: Limited targeting – location, age, gender only
Snapchat
Swipe to View Stories Video Ads in Between Articles
Snapchat
Messaging
Goal: Deliver a Very Specific Message for Each Stage of the Marketing Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Top of Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Generate Awareness• Cast a wide net• Generate as many
impressions to a new audience as possible
Call-to-Action: Who are you & what do you stand for?
Mid-Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Encouraging Consideration
Call-to-Action:• Deliver more information
about program• Features & benefits
Bottom-of-Funnel
AWARENESS
CONSIDERATION
ENGAGE
CONVERT
COMMIT
Goal: Taking Action
Call-to-Action:• Attend and info session• Application deadline
Measuring ROITracking / Analytics
Google AnalyticsWhat’s so great about it?
Powerful web visitor data and source tracking No licensing costs or fees Universal - 71% of the top 10,000 sites on the internet use it
Media Sources
Admissions & Enrollment CRM
Direct Traffic
Other “Direct” Sources
Organic search conducted over SSL / “incognito”
Mobile apps
PDF link click / Email link click (non-marketing emails)
Bookmarks / Shortened URLS
School Website
Event Registration
Media Sources
Admissions & Enrollment CRM
Direct Traffic
Other “Direct” Sources
Organic search conducted over SSL / “incognito”
Mobile apps
PDF link click / Email link click (non-marketing emails)
Bookmarks / Shortened URLS
School Website
Event Registration
Sample InsightsDashboards
91
The Student Journey
Underlying Principle
There are a multiple sources that influence a students decision to apply for a university or college.
Sample InsightsAssisted Conversions See which media sources influenced an application
but, did not receive credit for it
93
Sample InsightsMulti-Channel Attribution Modeling
94
Non-Traditional Ways to Build Visibility for Your School
Small Fish in a Large Pond?
Coming Up with a BIG Idea
• Ask Yourself:
• What sets you apart from your competitors?
• What does your institution stand for?
• Look beyond the obvious (reviews, testimonials, etc.)
!
Coming Up with a BIG Idea
• Leverage Your Media Partners:
• Host annual “Big Idea Contests”
• Crowd Source:
• Create internal “Big Idea Contests”
“Visionary leaders are paradigm changers —individuals who strive to make the world a better place by employing new, innovative business models and practices”
MARCHFEBRUARYJANUARYDECEMBERNOVEMBER
SEBA Is Sole Sponsor on VOTY Hub Website
Nominating Panelists Select Nominees
Nominee Profiles Rolled Out on SF Gate
VOTY Hub Site is Launched
Majority of Campaign Ads Hit
VOTY Gala Event
100% Share of Voice on
the Hub
Additional Lead-Gen Components
Home Page Takeovers
ROS Banner Ads
Print AdsEmail Blasts
Partner vs. Advertiser
• Dean on nominating committee
• Content generation on hub
• Full buy-in from the top down
• Faculty and staff at the event
Results
• Elevated Brand Awareness
• Increase in Leads YoY
• Faculty and staff at the event
It Doesn’t Have to Be About YOU
2015 VISIONARY OF THE YEAREVAN MARWELL – EXEMPLIFYING LEADERSHIP WITH PURPOSE
“In the days after the award, I received many congratulatory notes including emails from the Chairman of the FCC and the White House…The recognition this award provides to Education Super Highway’s work will be tremendously helpful.”
