Nicole Callahan | Nov. 2012

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

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What is Online Customer Listening?

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Every good conversation starts with good listening

Getting Started…

Set-up your search

Be prepared

Identify keywords

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Identify KeywordsKISS Consider

Misspellings

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Set-Up Your Search

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Source: SocialMention.com

Set-up Your Search

ww

w.b

oard

read

er.c

om

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Source: BoardReader.com

Set-up Your Search

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And as the Boy Scouts Said…

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You Can Listen Until You’re Blue in the Face

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Why do it?

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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

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Identify Key Customer Issues

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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…

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StudentAid.gov Homepage

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Twitterwww.twitter.com/FAFSA

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Facebookwww.facebook.com/FederalStudentAid

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Facebook

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YouTubewww.youtube.com/FederalStudentAid

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Storifywww.storify.com/FAFSA

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Storify

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Source: Storify.com

Visual.lywww.visual.ly/users/FederalStudentAid

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Infographics

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

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As My Mother Always Said…Sharing is Caring

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Beg, Borrow, & Steal (Really!)

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Add the @FAFSA Stream to Your SiteGo 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>

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Embed our YouTube Videos In Your Site

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Embed our Infographics In Your SiteGo to: http://visual.ly/users/FederalStudentAid

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StudentAid.gov/Resources

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Increase Student Engagement

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Visuals Visuals Visuals!

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Mobile

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Host “Office Hours” online

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Source: Twitter.com – All tweets public

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Impromptu “Office Hours”

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Source: Twitter.com – All tweets public

Measure the Effectiveness of your Efforts

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How successful are you?

• The Big 6• Potential Reach• Engagement Volume• Amplification Rate• Engagement Rate• Conversion Rate• Impact Stories

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Impact Stories

Source: Twitter.com – All tweets public

QUESTIONS?

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Keep in touch: FSANewMedia@ed.gov

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

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Resources

Resources on StudentAid.gov

StudentAid.gov/resources

StudentAid.gov/social

Customer Listening Resources

www.socialmention.com

www.boardreader.com

www.alerts.google.com

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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

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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

ResourcesSocial Media Measurement

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