35
Using Social Media To Reach Adult Students #gaea @kathiebeckett
| Date post: | 25-Jan-2016 |
| Category: |
Documents |
| Upload: | kathie-beckett |
| View: | 215 times |
| Download: | 0 times |
Using Social Media To Reach Adult Students
#gaea @kathiebeckett
Is Social Media a Fad?
http://youtu.be/3SuNx0UrnEo?hd=1
#gaea @kathiebeckett
Pet Rocks were a fad. Social Media is not.
Social Media Defined
Social Media, defined: Activities that involve socializing and networking online through words, pictures and video
Invented: for fun and to meet girls (Facebook)
Uses: relationship building, interaction and community, networking
Conversations: Listen, Learn & Share
#gaea @kathiebeckett
“We don’t see a need for social media.”
You may be ignoring
social media, but
it’s not ignoring
you.
#gaea @kathiebeckett
Ignore Social Media at Your Own Risk
• Students are active in social media.
• They engage in peer discussion.
• If you don’t engage
with them, the conversation continues.
But, it goes on without you.
#gaea @kathiebeckett
You know you need to do something
with social media, but …
• “My boss is nervous that someone will post something negative.”
• “She told me that we already have enough to do without adding more to our plates.”
• “He said ‘We can’t keep up with technology, so why bother?’”
#gaea @kathiebeckett
Overcoming Objections: Loss of Control
Concern #1: Loss of Control
• “What if we get negative comments?”
• Negative comments can help more than they hurt.
• Look at negative comments as an opportunity to change perceptions or begin a conversation.
#gaea @kathiebeckett
Address negative comments professionally.
#gaea @kathiebeckett
The case of Chapstick and its attempt at interaction and engagement
Ignoring the situation may lead to social media crisis. Indignant Facebookers created their own “Butt seriously, Chapstick” page to make sure their comments were heard.
#gaea @kathiebeckett
Overcoming Objections: Time
Concern #2: Time
• Plan on 1-10 hours/week
• Utilize technology
• Plan posts in advance
• Choose channels selectively
#gaea @kathiebeckett
Overcoming Objections: Time
Use Social Media Dashboards:
Hootsuite
Ping
Social Oomph
Or any of the
gazillion others
#gaea @kathiebeckett
Overcoming Objections: Time
• Social Media Dashboards can help you post across multiple channels
• HootSuite is free and easy to use
#gaea @kathiebeckett
Overcoming Objections: Information Overload
• “We’re overloaded with information already.”
• Just because you (or your boss) is overloaded doesn’t mean your student is overloaded.
• Millennials (born 1982-2000) are the always-connected generation. They don’t think they are overloaded with information.
#gaea @kathiebeckett
Overcoming Objections: Anyone can creative an “Official” account for your University
If your boss still hesitates on social media, register your name, anyway, on all channels
• Facebook.com/AnytownUniversity
• Twitter.com/AnytownUniversity
• LinkedIn.com/AnytownUniversity
If you don’t register your names, someone else will … and it might be a rebel or disgruntled student.
#gaea @kathiebeckett
Social Media,
as Defined
in Donuts
#gaea @kathiebeckett
Social Media and the Donut Factor
• We can define social media in terms of donuts, but think of SM more like an appetizer or dessert in your marketing mix. It’s certainly NOT the main entrée and won’t fill you up … yet.
• Continue to use your traditional marketing methods as well as social media
• LERN recommends continuing to mail your pieces and NOT discontinuing your brochures … and I agree.
#gaea @kathiebeckett
So, you’re on board with Social Media … now what?
• Just building it doesn’t make it happen!
• Nurture it to make it grow.
• “Likes” are important, but interaction more so.
• Ask “why would anyone want to visit my page?”
#gaea @kathiebeckett
Social Media Channels: Too numerous to count
Graphic Courtesy of Les Adkins, mysylbert.com #gaea
@kathiebeckett
Pick Your Favorites
My favorites for Education:
• YouTube
• Flickr
#gaea @kathiebeckett
• Announce upcoming events
• Link to your college’s blog
• Post college photos
• Get your students to “like” your page by offering incentives
#gaea @kathiebeckett
#gaea @kathiebeckett
Facebook: Engaging the Customer
• http://youtu.be/_yWLBA77Mic
#gaea @kathiebeckett
LinkedIn: Professional Networking
• Set up your LinkedIn account for your college or University as a group (you will need your own LI account to administer the group)
• Jump in on the discussions and encourage your instructors to engage as well
#gaea @kathiebeckett
#gaea @kathiebeckett
Connect with celebrities, businesses, entrepreneurs, family and friends with 140 characters per tweet.
Twitter: Explained
#gaea @kathiebeckett
Nascar driver tweeted a picture of a crash at the Dayton 500 race while inside his car and added 100,000 new followers in under 2 hours.
How We Use Twitter
• Great for conferences (TweetUps!)
• Great for EXPO event (tweet about information sessions starting, etc.)
• Secure your Twitter name asap
• Other colleges have chosen not to use this due to time constraints
#gaea @kathiebeckett
Engaging the Consumer
Across Multiple Channels
• http://youtu.be/U2fJVh1W_M0
Create Your Own Canvas with Lands End
Generating Content: POST*
•P: People (Who do you want to reach?)
•O: Objective (What do you want them to do?)
•S: Strategy (How to do it?)
•T: Technology (Implementing Technology)
#gaea @kathiebeckett
*Forrester Research
Generating Content
• What can you post? Upcoming class information, interesting articles, photos and videos of your students/instructors
• Don’t post just to post. In other words, have something to say or don’t say anything.
• Post on your top channels at least once a day.
• If you’re stumped, think about what you would talk about with a friend.
• Don’t constantly “Sell” your program; it turns people off.
#gaea @kathiebeckett
Engagement: Use incentives or contests
• Consider using incentives or contests to increase engagement on your site. Or, go wildly creative and use your imagination … while gaining fans!
#gaea @kathiebeckett
http://youtu.be/Poa06ceCcOQ
Listen to the voices
• Set up Google Alerts that notify you when someone mentions your college
• Set up a listening station. Great example on how to do it: www.zephyrmarketing.net
• Respond to (don’t delete) any negative comments.
#gaea @kathiebeckett
Social Mention* searches
across multiple
channels for mentions of your college in real time
#gaea @kathiebeckett
Monitor Your Reputation
College Prowler: Reviews of Colleges by students, for students
#gaea @kathiebeckett
Happy Social Marketing!
Thank you for your time.
770-499-3100
Twitter: @kathiebeckett
Facebook: facebook.com/kathiebeckett
