Advance Your Social Media Marketing Strategies for Recruitment

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1 Advance Your Social Media Marketing Strategies for Recruitment Erika Fields Social Media

2 Importance of Having a Social Media Presence Digital Journey for Prospective Students Following your school on social media

3 Step #1: Determine Your Goals

4 Step #2: Determine Your Target Audience

5 Step #3: Pick Your Platforms

6 Top Social Media Platforms Around the World

7 Facebook is NOT dead! More than 2 billion monthly active users on Facebook 180 million users are years old 610 million users are years old 630 million users are years old

8 Your Social Media Cheat Sheet

9 Your Social Media Cheat Sheet

10 Create Powerful Facebook Ads 1. Relevant ad copy 2. Images & headlines 3. Call to action

11 Facebook Case Study: Test Your Messaging

12 New and Exciting Facebook Features Make conversions easy for your audience

13 Facebook Case Study: Lead Generation Make conversions easy for your audience

14 New and Exciting Facebook Features

15 New and Exciting Facebook Features Video Placement Options Newsfeed ads Canvas ads In-stream ads

16 Your Social Media Cheat Sheet

17 Help Your Audience Envision Themselves at Your School 1. Use current students in your photos and videos 2. Show what makes your school, campus, programs unique 3. Use a call to action that will make people want to take the next step

18 Instagram Case Study: International Campaign Campaign targeting potential master s in Telecommunications program students internationally (India, South Korea) and domestically (30-mile radius around DC) 1 st month of campaign results: Online Display Outreach & Retargeting = 52 leads and 17 conversions Facebook/Instagram Lead Generation & Retargeting = 300 leads and 68 conversions (Apply & Learn More button clicks) LinkedIn Lead Generation = 11 leads PPC = 12 conversions

19 New and Exciting Instagram Features Video Placement Options Instagram feed ads Stories ads Canvas ads

20 Your Social Media Cheat Sheet

21 LinkedIn: More Than a Job Search Site

22 Tactics That Align With Prospective Student Journey

23 Tactics That Align With Prospective Student Journey 29% uplift in InMail open rate when member was already exposed to sponsored content 56% uplift in InMail CTR when member was already exposed to sponsored content

24 LinkedIn Case Study: Lead Generation Ads Leads From In-Feed Lead Gen Forms Spend: ~$2,000 Lead form completion rate: 34% Total leads: 78 Cost per in-app lead: $28 Conversions on University Landing Page Spend: ~$8,000 Conversion rate: 12% Total conversions: 73 Cost per landing page conversion: $110 Performed above benchmark conversion rates! LinkedIn lead form completion benchmark = 10 15% Conversion rate benchmark = 5 8%

25 New and Exciting LinkedIn Features Lead-driver focused on a high-value subset of your target audience 100% deliverability Cross-platform delivery on desktop and mobile Members can only receive one every 60 days

26 New and Exciting LinkedIn Features Bring your data to the table with Matched Audiences Powerful tools for you to target and reengage your prospects Website Retargeting Build a pool of your website visitors to retarget them for programs specific to their background. Retarget for warm engagement, events or enrollment. Contact Targeting Target your prospects and contacts on LinkedIn upload a list of addresses or connect to your content management platform. Account Targeting Upload a list of 1, ,000 target companies, whether they are potential corporate partners, fund employee education or are typically sources of good candidates

27 New and Exciting LinkedIn Features

28 Your Social Media Cheat Sheet

29 Create Powerful Twitter Ads Promoted tweet Website card (image or video) Headline

30 Your Social Media Cheat Sheet

31 Snapchat Best Practices Snap ad web view: Drive traffic to your pre-loaded website by allowing users to swipe up and view a web page that is instantly loaded. 3 5 seconds is the sweet spot: This length has shown the most success at driving action. Implement Snapchat Auto Fill on landing pages to help increase form completions. Snapchat is more raw or organic than other social media platforms, so content doesn t have to be 100% polished.

32 Snapchat Case Uses 1. Branding: Showcase images and video from your campus of your students and your programs. 2. Drive inquiries: Speak to prospective students desire to reach their potential, their dream, and their career goals by telling them how to get started at your school. 3. Keep current inquiries engaged: Remind your audience about your brand and share important updates (upcoming deadlines, events, testimonials) to move them through the funnel.

33 Music and Video Options for Higher Ed Marketers

34 State of Streaming Media

35 Your Streaming Media Cheat Sheet

36 Pandora Reaches P.S. Pandora can produce your audio file free of charge!

37 Spotify Reaches P.S. Spotify can produce your audio file free of charge!

38 Hulu 54% watch Hulu at least 6 hours per week!

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40 What Happens When Paid Efforts End? Just like with paid ads, it s important to test and optimize organic content to see what is resonating the most with your audience. Linking to your website from your organic posts is crucial, just like it is for your paid ads. Not only will user engagement be higher, but you ll be sending more traffic to your website just by linking to it. Mix up your content by adding in photos and videos.

41 What Happens When Paid Efforts End? Let the data tell you what types of content work best. You don t always have to create the content on your own! Utilize user-generated content from your community members and student interns. Follow other accounts at your school and share content they re posting that would also be relevant for your audience members.

42 Social Media Is Not a Magic Bullet

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