“How To” Use Social for Recruitment

Jennifer Phillips

Kathy Lueckeman

A Customer Success Webinar to Help You

Connect With Your Students in a Whole New Way

/Salesforce.comFoundation

@SFDCFoundation

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Jennifer Phillips Customer Success – Marketing Cloud

Social for #HED Recruitment

Jennifer Phillips, Customer Success – Marketing Cloud

What’s In Store

• Why Social for Recruitment is Important

• Listening for Recruitment

• Engaging in Recruitment Conversations

• Measuring Success

• Focus On: Operational Considerations

• Q & A

Recruitment

Is everybody’s job.

…If you are not active on social media, you are not contributing to the recruitment of the incoming Class… Dr. James Michael Nolan President, Southwestern College [Huffington Post 2013]

Listening Social Recruitment

The Role of Listening

• “Catch” recruitment

conversations

• Understand key

platforms, conversation

timing

• Inform digital publishing

timing, SEO

• Define engagement

strategy

Listen to Inform

• Recruitment

conversations by Media

Type

• Define engagement

• Determine digital

publishing strategy

Discipline is the bridge

between goals and

accomplishment. Jim Rohn

Photo: Stop All Way, Peter Kaminski, Flickr

Engaging Social Recruitment

Engagement Planning

• LoFi is better than NoFi

• Shared plans and clear responsibilities = improved [measurable results]

Recruitment Engaging

• Build for scale

• Know your voice

• Deliver value

• Apply Metadata

• Execute to plan

• Measure, refine

Engagement Basics

Review Post Enrich Post Reply: Send Information

Update Engagement

Level

Measure Impact

Add Value to Conversation | Add Metadata to Posts & Sources

Listen Engage Social Care /

Business Process Publish

Customer View

Our Vision for Social Marketing

Measuring Success Social Recruitment

Impact Evolution

• What are “Vanity

Metrics”

• Defined Goals

• Integrated Web

Analytics

• Leverage Metadata

• Review and Refine

Operational Considerations Social Recruitment

Success Considerations

• Collaboration is key…let’s talk about why

• What does it take to implement?

• Depends on your plan, environment, resources

• Social Media Playbook

• Partners & Implementation • ROI / TTV

• Resource Planning

• # of conversations

• Recruitment plan complexity

• Part of the Plan = Audit & Optimize as a recurring effort

exacttarget.com

Introducing…

Collaborative Spaces for

Teams to Operate at

Social Speed & Agility

Plan, Source, and Publish

Compelling, Brand-Safe

Social Content

Enable Authentic

Interactions with Every

Consumer

Assess and Refine Your

Strategy Based on Results

and Data

Workspaces Social Content Marketing Engagement Analytics

Consumer Ease of Use + Enterprise Class Capabilities

Workspaces Team Collaboration & Planning at Global Scale

Time to Value and Business Agility: Stand up

teams and get working in minutes

Productivity: Optimize the experience &

assets for individual teams

Best Practices: Reduce creative costs and

improve outcomes by knowing what social

content performs & sharing with other teams

Social Content Marketing Plan, Source, Execute, and Measure Differentiated Social Campaigns

Collaborative Team Planning: Coordinate via a

unified calendar to align and execute social

campaigns

Protect and Safeguard the Brand: Customize

approval rules to review social content

Find Compelling Content: Access stock

images, trending web stories, and customer-

specific sources of content via our open

platform and an ecosystem of partner apps

Open Platform and Partner Ecosystem Access Compelling Content from Integrated Partners and Your Own Sources

Stock Photography Content Discovery Custom Integrations

Add Your Own

Custom Content

Sources and Apps

Engagement Handle Authentic Customer Conversations at Social Scale and Speed

Scale Engagement: Use workflow,

custom macros and automated rules to

route conversations to experts

Team Collaboration: Consult colleagues

to obtain the information necessary to

address customer issues

Respond Anytime: Execute your social

strategy and operations on the go with

mobile and tablet access

Understand Marketing Impact: Review

summary level statistics on engagement

and content quality trends

Identify High Performing Social Content:

Analyze post-level results in detail to

highlight top performing teams,

campaigns & content

Analytics Performance Reporting to Measure Campaigns, Teams & Social Content

Join Us at the Higher Education Summit

• 23 higher education sessions

• 45+ speakers

• Dr Mark Milliron and Eric Stoller as

keynotes

• Loads of networking opportunities

www.salesforcefoundation.org/hesum

mit

June 5-6, 2014 in Tempe, AZ