Engaging Students and Families on Social Media: Protecting your Brand

1. Telling Your Story While Protecting Your Brand: How to Engage Students and Families through Social Media Betsy Mayotte, American Student Assistance KasandreaSereno, University of South Florida Michelle Young, University of South Florida NCHER 2017 Spring Convention

2. Millennials and Generation Z • Millennials: also referred to as Generation Y, are born after 1980. • Generation Z: also referred to as the “Connection Generation” and “iGeneration”, are born after 1995. • Millennials and Gen Z are digital natives, preferring to engage with brands on social media. • They spend 86% of their day on their phones. • 90% of people aged 18-29 are on social media, using an average of 5 platforms. • They use it to get news and to do research. • Millennials and Gen Z drive 40% of the finance conversations on Facebook, resulting in 6.5 million posts, comments, likes and shares each month. NCHER 2017 Spring Convention

3. Popular Social Media Sites: Millennials vs. Gen Z https://genyznetwork.com/2016/08/26/what-social-media-prcelatforms-do-gen-z-and-millennials-love-the-most/ NCHER 2017 Spring Convention

4. 1.9 billion unique monthly users– making it the largest social platform, and the most used among Millennials and Gen Z. • In 2016, 1.6 billion visited Facebook daily. • 88% of users get their news from Facebook. • 989 million daily mobile users. • 75% of users spend 20 minutes or more on Facebook every day. NCHER 2017 Spring Convention

5. 1 billion unique monthly users • In an average month, 8 out of 10 18-49 year olds use the platform daily. • Two million video views per minute. • More than half of all YouTube views are on mobile devices. NCHER 2017 Spring Convention

6. 600 million unique monthly users • 90% of users are under 35 years old • 59% of 18-29 year olds use Instagram. • 32% of teenagers consider Instagram to be the most important social network. NCHER 2017 Spring Convention

7. 317 million unique monthly users • 53% of Twitter users never post any updates. • 70% of Millennials follow and use hashtags to keep up to date with timely, relevant information. • 80% of active users access the site via mobile. • Users spend an average of 2.7 minutes on the mobile app per day. NCHER 2017 Spring Convention

8. School Social Media Examples • Michelle Young, University of South Florida NCHER 2017 Spring Convention

9. The week following up to the City of Santa Clara hosting Super Bowl 50, Santa Clara University was faced with a Meningitis Crisis. SCU used 4 social media platforms during the 10 day Meningitis Crisis. Monitoring only on Jan. 31, SCU’s first post on Feb. 1 was in cooperation with the SC County Public Health Department. Once the vaccine clinics was announced Feb. 2, SCU fielded many questions from concerned parents and students. Subsequent posts included links to the County with an FAQ - answering every post, no medical advice was given. NCHER 2017 Spring Convention

10. In cooperation with the County, SCU held a free vaccine clinic for students for 4 days, beginning on Feb. 4. SCU also put in place a social. The idea was to show smiling, happy students after the vaccine. The social station sent a really strong message that SCU had everything under control and the kids were healthy and happy! NCHER 2017 Spring Convention

11. The first day of the clinic parents posted messages on social media channels complaining about the lines, timing, etc. Monitoring social media - SCU’s leadership group acted quickly to make changes. The band came out and played for those waiting in line, pizza was ordered, and plenty of water was passed out. Those bringing out the pizza included the President and Provost of the University. The parents tune dramatically changed to one of thanks both on Facebook and Twitter after they saw the changes Santa Clara had made to the clinic for Friday and beyond. NCHER 2017 Spring Convention

12. SCU continued to post news and information on the social channels as well as monitoring and answering questions. The final post on Feb. 9 included a press release from the SC County Public Health Department, including quotes from the County Director, Dr. Sara Cody, and the SCU President. The vaccine clinic set a national record as the quickest vaccination clinic set up for meningitis. Numbers Included: Facebook: More than 800 shares Twitter: Almost 1.3 million impressions and 3,000 clicks on links Instagram: More than 2,100 engagements NCHER 2017 Spring Convention

13. During the Spring 2017 graduation weekend, based on the action of a couple of legislators, the USF President made a call to action on social media to all USF alums to contact their legislator. Over the next 72 hours, in addition to the school’s website, USF used three channels to communicate with alums. NCHER 2017 Spring Convention

14. On May 7, USF social media continued the call to action as well as posting a number of factoids. After a final early am push on May 8, USF went quiet on the issue. According to the Alumni office, legislators received more than 20,000 emails, phone calls, and texts in regards to USF’s preeminence. NCHER 2017 Spring Convention

15. Social Media as Storytelling and Relationship Biulding • KasandreaSereno, University of South Florida NCHER 2017 Spring Convention

16. The Golden Rule of Social Media Relatability

17. 3 Types of Content that Resonate • Funny • Interesting • Informative

18. How Companies are Acing Social Media • Telling your story (what makes you interesting?) • Inviting others to the party. Can they see themselves here? • Customer service • Inbound marketing

19. Things to Keep in Mind • It’s social media. Not sell-me-something media • Engaging the conversation (transparency!) • People want to connect with other people. It’s a personal connection! • Think WIIFM! • Information overload • Don’t sell a product, sell the solution

20. How a Compliance Director Ends Up in Charge of a Social Media Brand: A Cautionary Tale • Betsy Mayotte, American Student Assistance NCHER 2017 Spring Convention

21. How a Compliance Director Ends Up in Charge of a Social Media Brand: A Cautionary Tale NCHER 2017 Spring Convention

22. What to Think About • Who is your audience? • What platforms does that audience use? • What will be your voice? • What are the goals of your outreach? NCHER 2017 Spring Convention

23. What to Think About NCHER 2017 Spring Convention

24. Understanding Your Constituency Information search: “the degree of attention, perception, and effort directed toward obtaining…data or information related to the specific purchase under consideration*” NCHER 2017 Spring Convention

25. Understanding Your Constituency NCHER 2017 Spring Convention

26. Understanding Your Constituency NCHER 2017 Spring Convention

27. Understanding Your Constituency NCHER 2017 Spring Convention

28. Understanding Your Constituency • Consumers are more curious and engaged at beginning of information search • Students tend to use the same resources, in the same order, for various types of research • Information is evaluated based on timeliness and authority • Trusted sources are important – which is why they tend to ask “friends” to help them • We’ve got to put the information right in their hands, with the opportunity for dialogue NCHER 2017 Spring Convention

29. Tactics for Effective Social Media Communications • One idea per post • Use bullets, numbered lists • Use inside links to expand idea • Use outside links to enhance credibility • Avoid ambiguous language NCHER 2017 Spring Convention

30. Social Media Advertising • All major social media platforms have advertising capabilities with dashboards to manage campaigns. • Facebook and Instagram • Twitter • Pinterest • LinkedIn • YouTube • It’s important to pick the appropriate platform that best supports your content and business needs. • Organic • The total number of unique people who were shown your post through unpaid distribution • Paid • The total number of unique people who were shown your post as a result of ads. • You can reach more of the right people through paid advertising.

31. Social Media Advertising • All major social media platforms have advertising capabilities with dashboards to manage campaigns. • Facebook and Instagram • Twitter • Pinterest • LinkedIn • YouTube • It’s important to pick the appropriate platform that best supports your content and business needs. • Organic • The total number of unique people who were shown your post through unpaid distribution • Paid • The total number of unique people who were shown your post as a result of ads. • You can reach more of the right people through paid advertising.

32. Social Media Advertising • Create a specific target audience • - Brand awareness, video views, post engagement, page likes, lead generation • Select your creative • - Use an appropriate image and optimize • Setting your campaign budget and timeline • - Total campaign budget, or daily budget • Analytics • Measuring awareness • Volume, reach, exposure • Measuring engagement • Retweets, comments, replies, shares • Measuring traffic • URL shares, clicks and conversions • Create a specific ad objective • Brand awareness, video views, post engagement, page likes, lead generation