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Colleges & Universities
© Visual Alliance Media. All Rights Reserved.
A Case Study in Social Customer Service
November 2011 Prepared by
VisualAllianceMedia.com 813.943.6053
empowerment, support
student success is about holistically enriching the
students with the resources connecting
needed to ensure success
student experience through
and
policies, events & activities,
finds ways to
with so many divisions, departments,
it’s critical that your institution
engage & communicate with your students…
in ways they have come to expect
customer service
facebook as a social
platform
digital helpdesk
100 minutes per day on the social network*…
since college students visit facebook 6 times per day
on average and spend roughly
*According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
makes sense …it just
today’s college students want instant gratification
in our always-
world
“Findings show college students feel helpless without technology – checking their
devices at least every 10 minutes and foregoing face
time for Facebook.”*
*According to a study from CourseSmart, http://www.reuters.com/article/2011/06/01/idUS141122+01-Jun-2011+PRN20110601, 6/1/11
connected
responses to most student inquiries are general, and can be found on your institution’s website
non-confidential but…
students don’t want to search for information
one student’s recommendation for the social customer service platform at the University of
South Florida (see case study):
engaging students on facebook not only fosters community,
it contributes to their
academic “Active Facebook users are more likely to stay in
college.”*
*According to OnlinePhD, http://onlinephd.org/facebook-university/, 10/14/11
success
"Students will make a judgment about the university if it is not current and responsive online.”
~Nora Barnes, Director of the Center for Marketing Research.*
*http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.html , 10/20/2011
prospective students will take note of your institution’s facebook
presence & responsiveness,
in addition to what other students are saying
positive interaction and promotes
embracing social customer service removes barriers,
student success
fosters
Image: graur razvan ionut / FreeDigitalPhotos.net
USF InformaBull Facebook Page
The Student Success Council at the University of South Florida, working through the Division of Student Affairs, was interested in creating a “Student Concierge” to enable students to find University–related information in one centralized location
Case Study:
Program Goals
eliminate the shuffling of students among departments leverage existing customer service resources
educate students about available University resources foster open and constructive interaction & engagement
analyze metrics regularly and adjust approach as appropriate
“As the Student Success Council sought to improve USF students’ experience on campus, we realized a real-time
service to provide students with fast and accurate answers to their USF questions would be very helpful. Facebook was a natural fit to making this work – it is accessible to virtually everyone, has the features we
needed, and there is no learning curve because students already use the site extensively.”*
~Assistant Vice President and Dean for Students, University of South Florida, Kevin Banks
*“Digitizing the Help Desk” by Jenna Withrow, http://news.usf.edu/article/templates/?a=3753&z=123Have, 9/23/11
Initial Outcomes
all stated goals met
over 1,700 students connected with the page in the first thirty days
in the first thirty days, the page garnered over 2,300 monthly active users and over 32,000 post views
Visual Alliance Media is a leading interactive marketing agency
social media marketing specializing in
colleges & universities | restaurants | hotels
VisualAllianceMedia.com 813.943.6053 ext. 1
All trademarks, registered trademarks, product names and company names or logos mentioned in the presentation are the property of their respective owners.
Please call for a free, no obligation evaluation of your strategy and how social customer service could be added as a component of your
approach to student success. !