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GSU Admissions: Social Media Strategy

GSU Admissions: Social Media Strategy. By: Hannah Fowler, Megan Hord, Jessica Woodside, Alphonso Crawford, Oswaldo Jahn, & Sue Ella Ramey . Introduction. Geographically diverse applicant pool using social media and SEO Pounce the Panther on social media platforms

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GSU Admissions: Social Media Strategy

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  1. GSU Admissions: Social Media Strategy By: Hannah Fowler, Megan Hord, Jessica Woodside, Alphonso Crawford, Oswaldo Jahn, & Sue Ella Ramey

  2. Introduction • Geographically diverse applicant pool using social media and SEO • Pounce the Panther on social media platforms • Facebook, Twitter, Instagram, LinkedIn, and Youtube • Partnerships with area businesses

  3. Pounce the Panther • Expand Georgia State’s identity • Making Pounce the mascot synonymous with Georgia State • Non-intrusive, relatable method of connecting with students • Targeted to daily student lifestyle • Atlanta activities near Georgia State

  4. Social Network Statistics Source: Pew Research Study for Internet and American Life

  5. Sentiment Analysis

  6. Source: US News, Ryan Lytle.

  7. Twitter • Multiple GSU-affiliated pages, overload of information • Very few specifically tailored for upcoming freshman. • #GSU17 one of two freshman-oriented pages: • unreliable • limited relevance • irrelevant contests

  8. Twitter • GSU_Incept only other freshman page: • Student orientation page has potential to attract upcoming freshman • vague & awkward description • “incept” uncommon term, not relatable to high school students • not often linked to other GSU pages

  9. #GSU • Hashtag war between Georgia Southern & Georgia State: • Clarifications: • #GAstate • #georgiastate • #PantherPride • #gsupanthers

  10. Instagram Popular for athletic & school spirit: #GSU #AllBlueAllin #PantherPride

  11. Instagram #ATL #Atlanta #citylife

  12. Instagram #georgiastate #PantherPride #gsuaccepted

  13. Admissions • Instagram & Twitter reveal students’ desire to share acceptance letters, but are unsure of what to post • Awkward angles & cropped screenshots in order to show both GSU logo and name of accepted student • Solution: • Pounce featured on acceptance letters AND emails holding sign saying, “Congratulations, (student name)!” • easily shareable, adds personalization, enforces Panther identity • Include prompt to download Georgia State app and information/links to social media outlets

  14. YouTube • Social Media levels the playing field • Youth Live Online, A Lot: • Time Spent: 59% smartphones, 70% laptops • 53% of youth explore brands with Social Media • Over 900MM YouTube visits last week Sources: Hitwise, Ad Age, Mashable

  15. YouTube - The Organic Search

  16. YouTube - Current Admissions Channel

  17. YouTube - Channel Inspiration Guide

  18. YouTube - Channel Blueprint • University of Chicago – Admissions channel • Content: Current, Cool, Edgy, Young • Student-Driven • Short, Defining Videos

  19. YouTube - Pounce • One channel, interchangeable content • Admissions channel, ‘Pounce’ content • Pounce drives traffic • Videos easily cross other platforms • Video Content: • Twitter: Current Events, Admissions Advice • Facebook: Vlogs, Admissions advice • LinkedIn: Alumni, Faculty, Guest Speakers

  20. Facebook

  21. Facebook • Create Pounce character page to facilitate communications with prospective students and their parents • 50/50 content • Hootsuite used to facilitate sharing of content across social media platforms **Sources, Pew Research center, www.mashable.com

  22. LinkedIn • Audience focused strategy • Parents & career-driven students • Showcases future career possibilities and employers

  23. LinkedIn • “Professional Pounce” • interview and resume tips, etc. • Videos posted to LinkedIn page • “Undecided” video series • Prominent alumni and recent graduates • Variety of majors featured

  24. SEO

  25. SEO & International • Strategy to recruit more out-of-state and international students • Improve results containing keyword “Atlanta” • Interesting facts about Atlanta to attract international students: • Metro Atlanta offers an exceptionally high quality of life at a comparatively low cost • Atlanta is The Best City For New College Grads In 2013 • Atlanta ranks among the 10 Best Cities For Young Entrepreneurs Source:http://www.metroatlantachamber.com

  26. Mobile App •Increase promotion of the app •Push notifications to re-engage users •A/B testing to evaluate effectiveness •Create Social Media Hub, that includes all social media links in a single menu

  27. Business Partnerships • Pounce-focused business partnerships • lifestyle, potential career/internship, and tourism • Lifestyle: • Photos of Pounce at establishments and tagging location • Career: • Students remaining in Atlanta post-graduation • Alumni videos, business highlights • Tourism: • Photos, links, and factoids about local attractions

  28. Q&A

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