Using social media for marketing your institution
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Understanding the new age communication with students How to use social media to attract students to your institution
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I addressed a group of marketing professionals from a management college with presence in several cities. I shared my views on how they could use social media to attract more students to their courses.
Transcript of Using social media for marketing your institution
Understanding the new age communication with students
How to use social media to attract students to your institution
Are you on these?
• FB• Twitter• Linkedin• Instagram• Orkut!
What do you do on them?
• Personally• Professionally
Some more questions…
• Should not be allowed in office?
• Students should not be allowed to be on these networks in college?
• Have you bought something from the appstore/ google play/ android store?
Gen Y Social Networking habits…
• Prefers Facebook, Twitter and IM to connect on the move
• Facebook was the clear favourite among students in metro cities.
• Students from mini-metro cites like Kochi, Ahmedabad, etc preferred using Orkut, Hi5 and iBibo
• Prefers sending text messages over voice calls.• e-mail in mini metros is 55 % as compared with
metros @ 34%• 14 % use tablet
Source: http://www.thehindubusinessline.com/industry-and-economy/info-tech/article3448918.ece
…Gen Y Social Networking habits
• 40 % of the high school students use mobile phones to browse the web
• 33 % spend 30 minutes to one hour on the internet in a day
• 73 % use for research work, 67 % to chat/connect and 50 % for music
• Only 0.71 % gave a ‘thumbs up' to TV• In Mumbai, 99 % of high school students own mobile
phones• 80 % of the employees in TCS will belong to
Generation Y by 2015. At present, it is 69 %
…and your institute on these?
• Linkedin: 123 members• FB: 20,807 likes• Twitter: 115 tweets, 254 following, 70 followers-
last tweet on 14th Aug
Your institute
Where is your institution on:
• Google search• Alexa ranking
Benchmarking
Alexa Stats
Examples of usage
• Using instagram for brand communication (eg GE, Levi’s-#iamlewis, Starbucks, National Geographic, …refer Mala’s article in BW)
• Using twitter and fb for sneak peeks (bollywood stars/ directors using it- Karan Johar)
• Connecting with the “fans” (AB, Barkha Dutt…)
General Electric (Instagram)
• 123,867 followers• To showcase the company's impact in areas
like energy and transportation by appealing to enthusiasts with photos of engines, turbines and locomotives
• "Instagrapher" Campaign– Nearly 4,000 photos with #GEInspiredMe
• Top Brands on Twitter
• Guess the Top 4!
• Twitter, Google, FB, Apple
Top Indian Brands on Twitter
• Source:
Top Indian Brands on Facebook
Building the brand xyz
• Is xyza living entity? How?• Am I with the crowd? Or am I behind it?• What is the xyz social networking strategy?• Spend?• Dilemma: Should you project what he/she
wants to see, or should you be showing the “true” picture?
Action Points
• Profile your prospect (eat/drink/behave/…)• What will he/she get attracted to in your
college?– Academics– Lifestyle– Feel connected– And, of course, other things like placements!
Strategy
• Internalize the need• The tweets, updates, comments give
intelligence- alum movements, vacancies, concerns
• Refresher Training Courses for alum?• Run a campaign with a funny/ cool theme• Get your Director active on Twitter
Use Social Media to…
• Disseminate information• Show student and faculty work• Broadcast events• Send emergency notices• Connect alumni, students, faculty• Publish material• Communicate informally (hashtags)• Create an open-house• Open a course• Release a iXYZ app?
