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AMPLIFYING YOUR SOCIAL MEDIA AND CONTENT MARKETING
EFFORTS ON LINKEDIN
#casesmc
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VANESSA THEOHARIS ASSOCIATE DIRECTOR,INTEGRATED CONTENT STRATEGYBABSON COLLEGE / @VANESSATSMILES
#casesmc
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#casesmc
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THE HIGHER ED CONSTITUENCY JOURNEY
Driving Our Marketing Strategy
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HIGHER EDUCATION CONSTITUENCY MAP
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TODAY’S HIGHERED CONSTITUENCY JOURNEY
THE LOYALTY LOOP
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INTEGRATED CONTENT EFFORTS
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SOCIAL MEDIA GOALS AND OBJECTIVES
Brand Awareness: Enhance the College’s reputation
Community-Building: Build community, engagement, and relationships among Babson stakeholders
Marketing Goals: Promote babson.edu and related websites
Business Goals: Impact enrollment, retention, and outgoing recruitment goals in major lines of business
Stakeholder Goals: Enhance stakeholders’ ability to achieve their goals
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SOCIAL MEDIA MEASUREMENT
Brand Awareness: Reach and mentions
Community-Building: Content engagement analysis
Marketing Goals: Website traffic from social media platforms
Business Goals: Conversions (inquiries, gifts, etc.)
Stakeholder Goals: In addition to conversions, qualitative advocacy and ambassadorship
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CASE STUDY: BABSON COLLEGEDefine Your Brand and Know Your Audience
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About Babson
• Small, private business college• Wellesley, Massachusetts
(14 miles west of Boston)• No. 1 in Entrepreneurship across
rankings publications• Programs
– Undergraduate– Graduate– Executive Education
The Community
• 38,000+ alumni worldwide• 2,000+ undergraduate students• 1300+ graduate students• Global Community
– 26% international undergraduate students– 65% international graduate students– 80+ countries represented
CASE STUDY: BABSON COLLEGE
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WHY LINKEDIN?The Power of the Platform
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WHY LINKEDIN?
• 414,000,000+ Registered Members Worldwide• 200+ Countries and Territories• 16th Most Visited Website in the World• Our advocates (i.e. our alumni) are there!
www.linkedin.com/alumni
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LINKEDIN PROPERTIESBuilding Your Institution’s Presence
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LINKEDIN PROPERTIES BREAKDOWN
• Objective• Audiences• Content Type• Content Source• Leverage Campus Partners• Recommendations
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LINKEDIN COMPANY PAGE• Objective: Showcase your institution’s brand and thought leadership.• Audiences:
– Primary: Prospective Employees– Secondary: Prospective Students
• Content Type:– Institutional announcements– Faculty/staff thought leadership and
accomplishments
• Content Sources– Owned: Web properties– Earned: Media coverage, LinkedIn Pulse
faculty/staff posts
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LINKEDIN COMPANY PAGE• Leveraging Campus Partners:
– Public Relations– Faculty Division Communications
• Recommendations:– Engage with others’ posts as your page.– Post on your Company or University
Pages at different times. You may have audience overlap.
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LINKEDIN COMPANY PAGE: SPONSORED UPDATES
• Objective: Increase awareness of your brand and your programs using paid media by reach audiences beyond your page follower-base, using the Company Page as a source.
• Audience:– Dependent on the Request– Primary: Prospective Audiences (non-followers)
• Content Type:– Amplify thought leadership content– Programmatic business goals– Event promotions
• Content Sources:– Owned: Web properties
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• Leveraging Campus Partners:– Work with business units (such admissions) to identify their prospective
audience targets and related content for those audience.
• Recommendations:– What about content? Built trust to engage your prospective audiences AND
reengage your existing audiences.– Work with key stakeholders to develop a process for requests.– Maintain a calendar – avoid overlap and avoid inundating your own community.
Other Advertising Opportunities:• LinkedIn Display Network• Sponsored InMail• Lead Accelerator• Text Ads
LINKEDIN COMPANY PAGE: SPONSORED UPDATES
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UNIVERSITY PAGES• Objective: Build community and brand the institution as a
lifelong resource for alumni.• Audience:
– Alumni, current students, staff– Prospective students?
• Content Type:– Prideful (alumni stories, campus news)– Career
• Content Sources:– LinkedIn Pulse– Owned long-form channels– Events
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UNIVERSITY PAGES
• Leveraging Campus Partners:– Work with departments whose target audience is alumni. Include
University Pages in their communication strategies for events and programs.
• Recommendations:– Target posts to personalize the content.– Update Notable Alumni and
Featured Groups.– Don’t use hashtags. Just don’t.
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UNIVERSITY PAGES: ALUMNI TOOL• Leveraging Campus Partners:
– Educate colleagues (advancement, career centers) on how to use the tool to enhance their work with the alumni.
– Information gathering for fundraising and development.
• Recommendations: – Embed Alumni Tool Plugin on webpages (alumni, career, etc.).
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LINKEDIN GROUPS• Objective: Provide a space where your community members can
connect with each other.• Audience:
– Primary: Alumni– Secondary:
Students, staff, faculty, parents
• Content Type:– Posts by members
• Content Source:– Members’ choice!
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LINKEDIN GROUPS
• Leveraging Campus Partners:– Encourage alumni, development, and career center colleagues to
join the group, share updates, promote events and programs, and engage with the community – as themselves.
– Work with admissions to created LinkedIn groups for particular classes before they arrive on campus (best for graduate/executive education audiences).
• Recommendations– Your official groups should be unlisted. Set up an approval
process.– Market your groups.
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LINKEDIN GROUPSSample Email to Alumni
Promoting our LinkedIn Group
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PUBLISHING ON LINKEDIN PULSE• Objective: Share thought leadership of students, faculty, and staff.• Audience:
– Primary: Prospective students and employees– Secondary: Individuals’ networks
• Content Type:– Career – Industry research
• Content Source:– Long-form posts– Can be reposted from other blogs
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PUBLISHING ON LINKEDIN PULSE• Leveraging Campus Partners:
– Ask faculty to require publishing in courses.– Work with student leadership programs to include in their requirements
• Recommendations– Encourage with your bloggers to repost.– Ask frequent posters to include your
institution in their profile title so it appears at the top of posts.
– DO coordinate the use of a hashtag to aggregate content.
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REGARDLESS … MARKET MARKET MARKET
• Website• Emails• Print• In Events• Other social networks• Word of Mouth
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WHERE DOES THE DATA FIT IN THE JOURNEY?
Reporting and Dashboards
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MEASURING LINKEDIN ALONG THE JOURNEY
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MEASURING LINKEDIN ALONG THE JOURNEY
LinkedIn Properties
AWARE CONSIDER EVALUATE BUY ENJOY
Company Page
Sponsored Posts
LinkedIn Pulse
Visits to Company and University Pages
LinkedIn Alumni Tool
University Page
Community Groups
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MEASURING LINKEDIN ALONG THE JOURNEY
Key Performance Indicators (KPIs)
AWARE CONSIDER EVALUATE BUY ENJOY
Post Impressions
Views of Pulse Posts
Followers Referral Traffic to WWW Properties
Assisted or Direct Conversions
Post Engagements
LinkedIn University Page Metrics
Group Membership
Ambassadorship
Publishing on Pulse
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MEASURING LINKEDIN ALONG THE JOURNEY
Traffic from LinkedIn to Babson web properties has
increased 317% YOY
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RESOURCESBuilding Your LinkedIn Strategy
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LINKEDIN RESOURCES
• LinkedIn for Higher Ed Professionals• LinkedIn for Students• Native Advertising on LinkedIn • LinkedIn Pulse Resource: Maya Pope-Chappell,
Education & Millennials Editor at LinkedIn
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THANK YOU!#casesmc