Digital Engagement: Leveraging Social Media and the Web Susan Thares Mindy Chiat U.S. Department of Education 1

Federal Student Aid’s Focus on Digital Engagement 2

FSA Objectives Strategic Goal: Provide superior service and information to students and borrowers Customer Service Value: Know what our customers want and ensure we meet their expectations 3

Customer Experience Office Created in 2010 to focus on: –Students and Borrowers –Ombudsman –Customer Analytics –Awareness and Outreach –School Experience –Consumer Protection 4

We Asked Ourselves.. How are we currently serving students and borrowers? How can we improve that experience? What do our customers need from us? What new delivery mechanisms do we need to add? 5

Simplifying the Customer Experience 6

Consolidating Websites 7 FSA Gateway Ombudsman.ed.gov Student Aid on the WebCollege.gov Students.gov

Integrated Student Experience Federal Student Aid launched the ISE initiative to establish an integrated, customer-focused web experience for students, parents, and borrowers to facilitate decision-making about funding a postsecondary education Simplifies and streamlines FSA’s web presence by consolidating FSA’s websites Launches properties on Facebook, YouTube, and Twitter; Accessible on mobile devices and tablets 8

Timely Drivers ED’s signature initiative for Executive Order on Streamlining Service Delivery and Improving Customer Service Plain Language Act, the White House Campaign to Cut Waste and Open Government Plans Presidential Memorandum to improve repayment options and improve services issued June 7 9

Leveraging the Web To Drive Aid Awareness and FAFSA Completion 10

Integrated Solution: StudentAid.gov 11 Will update after launch.

Details Based on customer feedback Provides information covering the entire federal student aid process, written in plain language Serves audiences from middle school and parents to adults, applicants, and borrowers Available in English and Spanish 12

Content Areas Prepare for College Types of Aid Who Gets Aid FAFSA: Apply for Aid Repay Your Loans 13

Site Menu Will update after launch. 14

Prepare for College 15

Content: Apply for Aid 16

Key Features 17 Comprehensive Information Links to FSA’s other key sites for applications/ transactions Mobile-optimized New Income-Based Repayment calculator IBR Calculator Mobile / Tablets

Key Features 18 New videos, graphics Timely announcements and event calendar

Customer Input Approach based on focus groups and online surveys Researched best practices Listened to customer wants and needs Will conduct usability testing and monitor feedback 19

Strategy and Results We turned to Federal Student Aid’s employees for their unique skill sets to bring this to life Over $1.5 million in cost savings Improved customer experience and financial literacy Will serve approximately 30 million annual visitors 20

Future Enhancements Phase II: Add transactional capabilities across the student aid lifecycle Phase III: ? 21

Leveraging Social Media To Drive Aid Awareness and FAFSA Completion 22

Projected User Stats for 2012 We share 415 pieces of content on Facebook Spend an average of 23 minutes a day on Twitter, tweeting a total of around 15,795 tweets 4 out of 5 internet users visit social networks and blogs Upload 196 hours of video on YouTube By the end of 2011 social networking had increased from 36% of Internet users to 59% managing their profile on a monthly basis

New Media Strategy 24 Online Listening Content Development Content & Engagement Strategy Product Launches Metrics/Measurement

How We Listen And What We Listen To Effects How We Strategize And Respond To Our Customers ONLINE LISTENING Creating Content Towards Customer Engagement Identifying Key Customer Issues Listening To Our Customers Radian 6 Sprout Social HootSuite Social Mention 25

HOOTSUITE 26

FAQs 27

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@FAFSA Office Hours on Twitter 31 Guest Hosts: Graduates currently in repayment

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Retweets- How far is our tweet being spread across the internet? Mentions - We’re talking, but is anyone listening? Are they talking back? Links- What types of information is our audience engaging with? JUNE 2012: MONTHLY SOCIAL MEDIA REPORT 36

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IMPRESSIONS Aggregated Number of Followers that have been exposed to a message. Indicates how many people have had the opportunity to view your post 38

Building External Online Partnerships & Networks Creating Toolkits for partner use Tweets & Facebook Posts Visual Engagement Content Articles & Blog Links Department Print Materials Awareness & Outreach Info 39

What’s Emerging Mobile Visual Engagement More Social Media Platforms Description The Rapid Evolution Of Technology Impacts Mass Communication. Change Is A Constant Occurrence In Social Media. The Three Key Areas Listed Above is Where The FSA New Media Team Is Looking To Build For The Future. 40

Connect With Us! PHOTO FACEBOOK Federal Student Aid PHOTO PHOTO YOUTUBE Federal Student Aid 41

Contact us: Mindy Chiat Susan Thares