Welcome Increasing Enrollments with Social Media Alison Adair

2. WelcomeIncreasing Enrollmentswith Social MediaAlison Adair

3. This sessionCase study – how it worked for usWhy social media worksWhat we are doing nowStrategies to implementQuestions

4. What is Social Media

5. What is Social Media Social- conversation, engagement Media- instrument used to communicate.

6. How a social media and emarketing campaign increased enrollment in a10-year old program @cstudies by 163%in 3 months for less than $500!

7. Project Management

8. Project Management is one of Continuing Studies at Western’slong-standing programs

9. Project Management • Offered for 10 years • Average enrollment 20 • Last time we filled a course … September 2003

10. Fall 2010

11. Project Management • There is a demand for Project Managers • Increased requests for customized programs But enrollment has stalled

12. How can we increase the number of registrations in this program?

13. Additional Challenge

14. Fall 2011

15. Previous Marketing Strategy 95% Print • Occasional ads in local business magazines • Industry publication • University newspaper • 3-page spread in our Course Calendar

16. How students foundour program

17. 60% of our student found ourprograms via the internet

18. eMarketing Strategy Advantages • Global reach • Lower cost • Trackable, measurable results • Personalisation • Openness • Social currency • Improved conversion rates

19. eMarketing Strategy Disadvantages • Time consuming • Labour intensive

20. Our eMarketing Strategy • Google Ads • eNewsletter • Website • Twitter

21. Google Ads • Customization • Fully control your ad budget • Easily create and edit your ads • See your ads on Google within minutes of creating them

22. Google Ads Keywords

23. eNewsletter Meet Jeff Project Management student Food and Beverage Manager Husband Father of two Adult Learner

24. Web Jeff on our homepage

25. Web

26. Twitter

27. Twitter Listen Connect Share

28. Twitter • Linking to a story: • It’s been called the recession proof profession. You might think of it as a skill for the construction or IT industry ... • 9-Jun • ... or you have heard the term on Celebrity Apprentice. http://ow.ly/5zPkC • 9-Jun

29. Twitter • To celebrate accomplishments: • Congratulations to Professional Certificate in Project Management graduate Brandon Ager on his promotion! http://ow.ly/5tjQN • 29-Jun

30. Twitter • To show the programs popularity • After one day of registrations, what are adult learners taking this year? Project Management, Leadership and Management top the list! • 2-Jun • After a month of registrations, what are adult learners taking this year? Project Management, Leadership and In... http://fb.me/Ng2gj7hX • 28-Jun • There are 5 spots left in intro to pm course! http://ow.ly/6iY3M • 29-Aug • Intro to Project Management - in class is now full! We have a few spaces left in the online offering, register soon. http://ow.ly/6iY3M • 1-Sep

31. Twitter • Real World Applications: • Are you responsible for bringing projects in on-time, on-target and on-budget? Seem impossible? Learn how! http://ow.ly/4XtOy • 9-Jun • Your boss pats you on the back and says, “Congratulations! You’re managing this project.” Now what? http://ow.ly/5VbbF • 4-Aug

32. Twitter • Word of mouth … or should we say the power of retweet! • Almost done! RT @mona_a_80: I just registered for the 6/7 course for my Project Management certificate. Business Administration! @cstudies • 8-Aug • @aaron_robb The plan is to go get my Project Management Cert. and a few others... with a more "biz focus". • 29-Aug • There 5 spots left in intro to pm course "@amcgowanca The plan is to go get my Project Management Cert. and a few others" • 29-Aug • woot! “@coachg: Yay! Books for have arrived for the Project Management & business courses :) Woot. Let the learning begin!” • 30-Aug

33. Results

34. Google Ads • June and July • 833 clicks • 1,847,011 impressions • Daily budget decreased Aug 1st

35. eNewsletter The newsletter went online July 13, 2011 Views of the eNewsletter Jul: 95 Aug: 827

36. Web • Registering online for a Project Management course • 2010 25% • 75% • Manually registered 30 students in 2010, but only 26 in 2011!

37. Twitter • Followers • June 1st 60 • July 1st 177 • August 1st 231

38. In three months our emarketing campaigned has increased our registrations by 163% and saved us more than $4,000 in advertising costs.

39. We filled two courses and almost filled the third

41. Why social media works Connection Real-time

42. Social media for business Gives your brand a voice Personality Improve customer service Loyalty

43. What are we doing now? Twitter Tweet an average of 10 times per day. Followers increased by 570% this year. Facebook Post once or twice a week. Likes increased by 400% this year.

44. What are we doing now? Linkedin Instructors Students Pinterest

45. Strategies If you only do two things …

46. Don’t stop Campaigns and contests Increase exposure and followers Day to day Builds loyalty and relationships

47. Photos Marketers are reporting double the engagement when they share photos on their Facebook Pages and Twitter, instead of text or links.

48. Photos You don’t need to hire a professional

49. Personal – puts a face to your brand

50. Where we are