Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference Leveraging Social Media to Drive Awareness and Increase Engagement with Students.

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Presentation transcript:

Nicole Callahan | Nov U.S. Department of Education 2012 Fall Conference Leveraging Social Media to Drive Awareness and Increase Engagement with Students Session 28

Use Listening to Create Better Content 2

What is Online Customer Listening? 3 Every good conversation starts with good listening

Getting Started… Set-up your search Be prepared Identify keywords 4

Identify Keywords KISS Consider Misspellings 5

Set-Up Your Search 6 Source: SocialMention.com

Set-up Your Search 7 Source: BoardReader.com

Set-up Your Search 8

And as the Boy Scouts Said… 9

You Can Listen Until You’re Blue in the Face 10

Why do it? 11 How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Identify Key Customer Issues Listening To Our Customers

Determine seasonal/timely content Get feedback on our products and services Identify FAQs We use online customer listening to: Create Relevant Content 12

Identify Key Customer Issues 13 Source: Twitter.com – All tweets public

What have we been up to? Social Media isn’t new anymore (But it is evolving) Putting the customer first With that, drumroll please… 14

StudentAid.gov Homepage 15

Twitter 16

Facebook 17

Facebook 18

YouTube 19

20

Storify 21

Storify 22 Source: Storify.com

Visual.ly 23

Infographics 24

Leverage FSA content for your own Facebook, Twitter, and YouTube Accounts 25

As My Mother Always Said… Sharing is Caring 26

Beg, Borrow, & Steal (Really!) 27

Add Stream to Your Site Go to: (must be logged in) COPY & PASTE: Tweets !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.paren tNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); 28

Embed our YouTube Videos In Your Site 29

Embed our Infographics In Your Site Go to: 30

StudentAid.gov/Resources 31

Increase Student Engagement 32

Visuals Visuals Visuals! 33

Mobile 34

Host “Office Hours” online 35 Source: Twitter.com – All tweets public

36

Impromptu “Office Hours” 37 Source: Twitter.com – All tweets public

Measure the Effectiveness of your Efforts 38

How successful are you? The Big 6 Potential Reach Engagement Volume Amplification Rate Engagement Rate Conversion Rate Impact Stories 39

Impact Stories Source: Twitter.com – All tweets public

QUESTIONS? 41 Keep in touch:

Resources Federal Student Aid Social Media

Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources

Social Media Measurement Potential Reach Engagement Volume # of comments, likes, & shares # of mentions, replies, retweets, & favorites # of comments, shares, & thumbs up (# of posts) * (# of followers) (# of posts) * (# of fans) (# of posts) * (# of subscribers) Resources 44

Amplification Rate Engagement Rate Conversion Rate # of comments, likes, & shares per post # of mentions, replies, retweets, & favorites per tweet # of comments, shares, & thumbs up per post Retweets per tweet Shares per post Number of clicks on the links in your social media posts Share clicks per post Resources Social Media Measurement 45