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What the Data Says
• 2014 E-Expectations Report and 2015 Social Admissions Report– About 1/3 say social media very
important– Preferred networks shifting– Yield, not research
• 2015 CASE, Huron, mStoner Report– Schools not keeping up with expectations
80% watched college videos
46% read student blogs
36% searched or tweeted hashtags
21% asked a question on social media
Manchester University
• 1,460 students• Over 60 bachelors, Masters of
Athletic Training, Doctorate of Pharmacy programs
• Record growth and new programs recently
Manchester University
• 13 institutional accounts, over 45 departmental and organizational
• Collaborate for content• Monthly analysis of reach,
interactions, follower growth, and Natural Audience Ratio (NA)
12 Month DataFacebook Twitter Pinterest YouTube Instagram
Followers 8,440 (22%) 3,641 (63%) 213,064 (4,067%) 136 (321%) 1,421
2013 Reach(Interactions)
3,049,246 (208,186)
3,342,774 (4,505)
14,045,402 (252,381)
N/A N/A
12 mo. Reach(Interactions)
1,473,000(295,339)
9,404,000(10,896)
54,796,274(149,421)
35,817 N/A(14,122)
Comparison 7th highest NA ratio in the state (50)
8th highest NA ratio in the state (49)
Highest NA ratio in the state (30)
12th highest NA ratio in the state (50)
4th highest NA ratio in the state (45)
Social Strategy
• Social media integrated into larger comm flow
• Shared language and strong brand identity
• Multi-channel approach
Summer Melt
• Nationally (DOE):– 19% for 4 year colleges– 37% for 2 year colleges
• Manchester– 8.2% before social strategy– 6.7% after social strategy
Yield
• 16.1% prior to integrated social strategy
• 24.3% in 2014
• Seeing more engagement this year
Differentiation
Facebook – Content for parents and alumni. Congratulations, profiles, photo albums for events
Differentiation
Twitter – Campus updates, focused for students. Interacting with admitted students and media
Differentiation
Pinterest – Campus, study abroad, and event photos. Tangential information, scholarships
DifferentiationInstagram – Visuals of campus geared
towards students. Historic photos have done well
Differentiation
LinkedIn – Alumni and professional information
Tumblr – Blogs, photos, specialized content. Hosts content
Who is the Audience• Facebook
– 25-34, women, lower income and w/o a college degree
• YouTube– 18-24, men, more tech savvy
• Instagram– 18-24
• Twitter– 18-29, affluent suburbs, urban minorities
• Pinterest– College educated women under 50
• High quality videos, don’t ignore audio
• Highlight student life
• Tag wisely
• Make good playlists
Tagboard
Search any hashtag across all networks, can analyze sentiment
No account needed: tagboard.com/(your tag)