Leveraging Social Media to Drive Awareness and Increase Engagement with Students

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

2. Use Listening to Create Better Content

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

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

5. Identify Keywords Consider Misspellings KISS

6. Set-Up Your Search Source: SocialMention.com

7. Set-up Your Search www.boardreader.com Source: BoardReader.com

8. Set-up Your Search

9. And as the Boy Scouts Said…

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

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

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

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

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

15. StudentAid.gov Homepage

16. Twitter www.twitter.com/FAFSA

17. Facebook www.facebook.com/FederalStudentAid

18. Facebook

19. YouTube www.youtube.com/FederalStudentAid

21. Storify www.storify.com/FAFSA

22. Storify Source: Storify.com

23. Visual.ly www.visual.ly/users/FederalStudentAid

24. Infographics

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

26. As My Mother Always Said… Sharing is Caring

27. Beg, Borrow, & Steal (Really!)

28. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in) COPY & PASTE: <a class="twitter-timeline" data-dnt=true href="https://twitter.com/FAFSA" data-widget-id="258219635218972673">Tweets by @FAFSA</a> <script>!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.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script>

29. Embed our YouTube Videos In Your Site

30. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid

31. StudentAid.gov/Resources

32. Increase Student Engagement

33. Visuals Visuals Visuals!

34. Mobile

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

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

38. Measure the Effectiveness of your Efforts

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

40. Impact Stories Source: Twitter.com – All tweets public

41. QUESTIONS? Keep in touch: FSANewMedia@ed.gov

42. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid

43. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com

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

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