Session 28 Leveraging Social Media to Drive Awareness

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

Use Listening to Create Better Content 2

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

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

Identify Keywords KISS 5 Consider Misspellings

Set-Up Your Search Source: Social. Mention. com 6

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

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? 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 11

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

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

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

Student. Aid. gov Homepage 15

Twitter www. twitter. com/FAFSA 16

Facebook www. facebook. com/Federal. Student. Aid 17

Facebook 18

You. Tube www. youtube. com/Federal. Student. Aid 19

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Storify www. storify. com/FAFSA 21

Storify Source: Storify. com 22

Visual. ly www. visual. ly/users/Federal. Student. Aid 23

Infographics 24

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

As My Mother Always Said… Sharing is Caring 26

Beg, Borrow, & Steal (Really!) 27

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. get. Elements. By. Tag. Name(s)[0]; if(!d. get. Element. By. Id(id)){js=d. create. Element(s); js. id=id; js. src="//platform. twitter. com/widgets. js"; fjs. paren t. Node. insert. Before(js, fjs); }}(document, "script", "twitter-wjs"); </script> 28

Embed our You. Tube Videos In Your Site 29

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

Student. Aid. gov/Resources 31

Increase Student Engagement 32

Visuals! 33

Mobile 34

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

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

Measure the Effectiveness of your Efforts 38

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

Impact Stories Source: Twitter. com – All tweets public

QUESTIONS? Keep in touch: FSANew. Media@ed. gov 41

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

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

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

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