The New Way to Reach Prospective Students with Facebook, Twitter, and LinkedIn Advertising

The New Way to Reach Prospective Students with Facebook, Twitter, and LinkedIn Advertising Jake Youmell | Program Manager, Digital Services | E: jyoum...
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The New Way to Reach Prospective Students with Facebook, Twitter, and LinkedIn Advertising Jake Youmell | Program Manager, Digital Services | E: [email protected] Kayla Klein | Digital Marketing Specialist | E: [email protected] Danielle Rose | Digital Marketing Specialist | E: [email protected]

Why?

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Join the Conversation!

#CarnegieConnect

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Facebook Stats •  829 million people log onto Facebook daily – 21% increase year over year •  94% of teens have a Facebook profile and 81% said Facebook is their main social networking site •  Ages 25-34 (29.7% of users) are most common age demographic •  Average Facebook user spends 40 minutes a day on the platform

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Ad Opportunities News Feed Ads •  Shows up directly in people’s News Feeds as they’re scrolling through their family and friend updates (on all devices) •  Connected to your Facebook to help boost engagement on your page

Right Side Ads •  Complements News Feed ads on right side

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Ad Opportunities Continued •  Within a News Feed ad, there are different options depending on the campaign’s goal –  Page Likes – Helps build a college’s brand and increase its following on Facebook, so its social media reach expands greatly. –  Page Post Engagement – Have an interesting Facebook post you want people to see? Put money behind the post so it shows up in your target audience’s News Feed. They will be able to see it even if they don’t like your page and will be more likely to engage with the post and your page. –  Clicks to Website – Send your target audience to a specific landing page outside of Facebook to encourage engagement and increase awareness. 7

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Example

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Targeting To Your Audience and Using Your Own Data •  There are two ways to target on Facebook: 3rd party data and 1st party data – 3rd party data – You can use data that Facebook has collected either from a person’s profile or from their likes (age, gender, geo, education, workplace, industry, interests, etc) §  For example – a school can target 21-30 year olds who have their Associate’s degree and are studying Business Administration or are interested in Business who live in a specific geography (down to the zipcode) 9

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Targeting To Your Audience and Using Your Own Data Continued – 1st party data - Schools have prospective student information from multiple places – transfer fairs, inquiry forms, student search data, etc. §  Use that information to get in front of the right student on a social network they’re spending a lot of time on (desktop, tablet or smartphone) §  Use emails, phone numbers or postal address to match to your audience

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Twitter: Statistics

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Twitter: Overview of Targeting Targeting Prospective Students with… 1.  2.  3.  4. 

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Keywords Interests and followers Television Tailored audiences

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Twitter: Keyword Targeting Provide relevance with: •  Promoting specific programs •  Clubs & Organizations •  Drive action with branded keywords

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Twitter: Interest/follower Targeting Pinpoint: •  Organizations and/or brands that support the mission of your program. •  Add interest categories to refine your audience.

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Twitter: Television Targeting Reach: •  Users who are actively engaged with media tied in with your program. •  Athletics •  Academic Programs •  Faculty

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Twitter: Tailored Audience Targeting Re-engage with prospective students with your current data from search lists and website visitors:

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Twitter: New Objective-Based Campaign Picker

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LinkedIn: Professional Social Network •  •  •  •  • 

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300 million people use LinkedIn 40% of members check LinkedIn daily 49% of LinkedIn users are considering continuing their education Students are 2x more likely to seek education information on professional social networks More detailed and up to date professional information than any other social network

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LinkedIn: Hyper-targeting Capabilities Attract Quality Students with Precise Targeting 1.  Geography 2.  Company 1.  2. 

Company Name Company Size

3.  Industry 1.  2.  3. 

Profession Job Function Seniority

4.  Education 1. 

School ( ex. Harvard) 1. 

2. 

School within University ( Harvard Law)

Education level

5.  Demographics 1.  2. 

Age Gender

6.  Skills 7.  Groups

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LinkedIn: Student Recruitment Effort • Reach Potential Graduate Students •  More likely to have bachelor’s degree as highest degree •  More likely to be managers •  49% More likely to be looking at educationrelated pages

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LinkedIn: Advertising Options 1.  Types of Ads 1.  Join Group Ads 2.  Social Ads 3.  Video Ads 4.  Content ads 5.  Sponsored inMail 6.  Sponsored Updates 7.  Spotlight Ads 2.  Ad Formats 1.  Text Only 2.  Text with image 3.  Text with video

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LinkedIn: Standard Display & Sponsored •  Standard Display •  High SOV: Only serves two visual ads on a page at any time •  Add video, blog, or twitter feed to engage users •  Ability to recommend your school directly from the ad

•  Sponsored Updates •  Accurate targeting •  Cross platform reach •  Previewed content •  High conversion rates

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Linked In: Personalized Messaging InMail –  –  – 

Personalized message directly to users inbox Invitation for an event (Open House, Info Session, etc) 100% SOV - Members only receive one inMail every 60 days

Spot Light Ads –  One-to-one marketing –  Students picture themselves at your school –  Higher CTR & engagement (vs traditional display)

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Thank you! Questions? [email protected] Carnegie is not just an expert in digital marketing — we are an expert in higher education digital marketing. Ø  Ø  Ø  Ø  Ø  Ø  Ø  Ø  26

Search Engine Optimization (SEO) Paid Search Marketing (PPC) Online Display Advertising Student Select Online Network (SSON) Retargeting Mobile Marketing Social Media Marketing Video (YouTube/Pre-Roll) © Carnegie Communications, Confidential and Proprietary. All Rights Reserved.

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