Advance Your Social Media Marketing Strategies for Recruitment
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Advance Your Social Media Marketing
Strategies for Recruitment
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2 @CarnegieDartlet | #CarnegieConf
Step #1: Determine Your Goals
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Step #2: Determine Your Target Audience
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Step #3: Pick Your Platforms
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Breakdown of Platform Usage by U.S. Adults
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Your Social Media Cheat Sheet
Graduate Graduate
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Social Media Marketing
Sponsored Ads
Cost-effective outreach and natural appearance of social ads
encourage high engagement rates
Great for brand awareness and a strong complement to
other social strategies in a comprehensive plan
List Targeting
Match e-mail address list to social accounts for one-to-one targeting and full-funnel messaging
Lead Generation
Segment individuals and target them with an ad containing a built-in, pre-populated lead generation
form without leaving the site or app
Retargeting
Using customized audiences and behaviors exhibited on your website, stay in front of prospective
students when they navigate away from your site and onto their favorite social media platforms
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Lookalike Audiences
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, Right?
The most liked photo on Instagram?
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GOOD FOR:
• Brand awareness
• Website traffic
• Lead generation (for Grad/Adult Learners)
• Video views
• Conversions
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WEBSITE TRAFFIC OR LEAD GENERATION FORMS?
Lead generation forms can only be used for adults, graduate students, or parents
(ages 18 and up).
When you’re using a lead gen form, drive users to a landing page that isn’t just
another RFI form—you’ll want to provide new information to your target audience.
@CarnegieDartlet | #CarnegieConfExample: Master’s in Telecommunications
Focused on prospective students internationally (India, South Korea)
1st month of campaign results:
• Facebook/Instagram Lead Generation & Retargeting = 300 leads and 68
conversions (Apply & Learn More button clicks)
• Online Display & Retargeting = 52 leads and 17 conversions
• PPC = 12 conversions
@CarnegieDartlet | #CarnegieConfLIST MATCH
Use a large enough list size…only a percentage of the list will match on Facebook/
Instagram.
We recommend a list of 3,000+, with a minimum starting at 1,500 emails. Anything
smaller and you may not have enough emails match to launch your ads.
@CarnegieDartlet | #CarnegieConfLOOK-ALIKE
Use your current website visitors, current students/alumni, or engagement activities
to build an audience that would be the most interested in your brand but haven’t
engaged yet.
@CarnegieDartlet | #CarnegieConfRETARGETING
Increase awareness and drive conversions for:
• Upcoming open houses/ events
• Reminders about application deadlines
• Get new students into your CRM.
@CarnegieDartlet | #CarnegieConfTARGETING FOR NICHE PROGRAMS
Run behavioral advertising before launching Retargeting ads, as the Retargeting
audience size is often too small to deliver on its own.
Behavioral targeting, in addition to strategies like Display and PPC, will help generate
a larger Retargeting audience to work with.
@CarnegieDartlet | #CarnegieConfTHE POWER OF “DETAILED TARGETING”
Refine your target audience beyond age, location, gender, and language.
• What information they’re sharing on their timelines
• The apps they use
• Ads they’ve clicked on before
• Pages they engage with
• Activities they engage in on and off Facebook related to things like their device
usage, purchase behaviors or intents, and travel preferences
@CarnegieDartlet | #CarnegieConfEXCLUDE IMAGES WITH TEXT
Use images without any text to ensure that Facebook can deliver your ads to the
greatest amount of people within your target audience.
If you have any copy within the image, Facebook will not serve the ads to everyone in
your target audience.
@CarnegieDartlet | #CarnegieConfCREATE POWERFUL FACEBOOK ADS
1. Relevant ad copy 2. Images & headlines 3. Call to action
@CarnegieDartlet | #CarnegieConfENGAGEMENT AUDIENCES
Reach those users in your target audience that have previously interacted with your
content on Facebook and Instagram.
@CarnegieDartlet | #CarnegieConfYour Social Media Cheat Sheet
@CarnegieDartlet | #CarnegieConfHelp Your Audience Envision Themselves at Your School
1. Use current students in your
photos and videos
2. Showcase what makes your
school, campus, programs
unique
3. Use a call to action that will
make prospects want to take
the next step
@CarnegieDartlet | #CarnegieConfHelp Your Audience Envision Themselves at Your School Goal: Increase inquiries from prospective transfer and weekend Pharm.D. students using paid social media Tactics: ✓ LinkedIn Lead Gen Sponsored Content ✓ Facebook Lead Gen ads ✓ Instagram Carousel ads ✓ Facebook & Instagram website click retargeting ads Results within first month: ❑Increased overall brand awareness of weekend & transfer opportunities ❑200+ leads directly on the social platforms ❑5+ RFI form submissions on website
Integrate Video Assets Into Instagram Strategy
Video Placement Options
• Instagram feed ads
• Stories ads
• Instant Experience (formerly
Canvas) ads
@CarnegieDartlet | #CarnegieConf, Right?
The most retweeted Tweet?
@CarnegieDartlet | #CarnegieConfA kid who wanted a year of free Wendy’s chicken nuggets wrote the most retweeted tweet to date.
Your Social Media Cheat Sheet
@CarnegieDartlet | #CarnegieConfKEYWORD TARGETING
Deliver timely messages to users based on what they’re talking about at that
very moment.
Target users who have:
• Used the keywords in their tweets
• Engaged with tweets around those
keywords
• Searched for those keywords on
Twitter
@CarnegieDartlet | #CarnegieConfKEYWORD TARGETING
Matching Options:
• Exact Match – users who have searched for this keyword content
• Broad Match – variations of keyword & any order of keyword
• Phrase Match – targets exact order & words in the keyword with no variations in
the terms
@CarnegieDartlet | #CarnegieConfKEYWORD TARGETING
Matching Options:
• Negative Match – these keywords are excluded from the targeting
• Negative Phrase – targeting excludes all matches of the keyword in the exact
order with no variations
@CarnegieDartlet | #CarnegieConfTAILORED AUDIENCES
Lists
Reach your existing prospects by uploading a list of their email addresses or use Twitter
usernames (@handles) to target relevant influencers.
Web
Target the people that have recently visited your website. You can collect this data using Twitter’s
website tag (available through Twitter Ads).
@CarnegieDartlet | #CarnegieConfCreate Powerful Twitter Ads
Promoted tweet
Website card
(image or video)
Headline
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, Right?
What was Snapchat’s original name?
@CarnegieDartlet | #CarnegieConf@CarnegieDartlet | #CarnegieConf
Snapchat Case Uses
1. Branding: Showcase images and video from your campus of
your students and your programs.
2. Drive inquiries: Speak to prospective students’ desire to reach
their potential, their dream, and their career goals by telling them
how to get started at your school.
3. Keep current inquiries engaged: Remind your audience about
your brand and share important updates (upcoming deadlines,
events, testimonials) to move them through the funnel.
@CarnegieDartlet | #CarnegieConfSnapchat Best Practices
Drive traffic to your pre-loaded website: Allow
users to swipe up and view a web page that is
instantly loaded.
Make your RFI form front and center: Your landing
page RFI form should be the first thing a user will see
on their mobile device. Users are unlikely to scroll
down very far on a landing page when coming from
Snapchat.
3–5 seconds is the sweet spot: This length has
shown the most success at driving action.
Implement “Snapchat Auto Fill” on landing pages
to help increase form completions.
Snapchat is more “raw” or “organic” than other
social media platforms, so content doesn’t have to be
100% polished.
@CarnegieDartlet | #CarnegieConfGeofence Your Audience Reach prospective students that are frequently visiting colleges or business within your recruitment geographies, and serve them relevant content where they’re most active.
INSTAGRAM & SNAPCHAT
VIDEO AD BEST PRACTICES
@CarnegieDartlet | #CarnegieConfINSTAGRAM & SNAPCHAT VIDEO AD BEST PRACTICES
1. Know your audience and create ads that are tailored to them.
2. Make sure the goals of your campaign align with the ad’s CTA.
3. Don’t wait until the very end of the video to include your CTA or not have one!
4. Keep your brand front and center throughout the entire video.
5. Subtitles help get your message across, even if their sound on.
6. Stay consistent with your branding and messaging across all channels.
7. Create ads that feel like they belong on the platform you’re advertising on.
8. Make it feel like the content they see from their friends, family, and your organic
social media presence.State of Streaming Media
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Your Streaming Media Cheat Sheet
@CarnegieDartlet | #CarnegieConfYour Streaming Media Cheat Sheet
@CarnegieDartlet | #CarnegieConfYour Streaming Media Cheat Sheet
@CarnegieDartlet | #CarnegieConfPandora vs Spotify vs Hulu
• 76 million listeners in • 140 million global • 33 million viewers
the US; high school listeners; people tend
students, college-aged to tune in at least 2 • 1 in 4 millennials watch
students & their parents hours/day! every day; 56% of all
are tuning in! users watch at least 6
• Audio and video ads are hours/week
• Audio and video ads 15 or 30 seconds
are 15 or 30 seconds • Video ads range from 5
• All ads get 100% share seconds to a full
• Less than four of voice minute; all are
minutes of ads per unskippable
hour • Target using Spotify’s
1st party data & • Ad space usually sells
• 1,300 audience behavioral segments out 1 quarter in advance
segments are available
to craft your specific • Audience Retargeting • Advanced targeting
target audience available ensures ads are reaching
the right person, at the
right time
P.S. Pandora & Spotify can produce your audio files free of charge!
@CarnegieDartlet | #CarnegieConf• The first video was posted in 2005 from the San Diego Zoo.
• Gangnam Style was so popular that it broke YouTube’s video counter.
• Justin Bieber’s “Baby” video managed to generate over 10 million dislikes.
• More than 30 million people on the platform daily.
• 80% of 18-49 year-olds watch YouTube at least monthly.
• 67% of YouTube users have at least some college education.
• 70% of video watch-time is on mobile devices.
• Average Viewing Session is 40 minutes, up 50% year-over-year
• Millennials prefer YouTube two to one over traditional television.
• 35+ and 55+ age groups are the fastest growing YouTube demographics.
@CarnegieDartlet | #CarnegieConfCapture attention with the power of
sight, sound, and motion
Video ads play before, during, or after someone watches the
video they’ve selected on YouTube.
@CarnegieDartlet | #CarnegieConfCapture attention with the power of
sight, sound, and motion
Video ads that appear after performing a YouTube search,
showing up on the YouTube mobile home page, in search
results, and next to related videos.
@CarnegieDartlet | #CarnegieConfYouTube is the
world’s second
most popular
search engine.
@CarnegieDartlet | #CarnegieConfSo…now what?!
@CarnegieDartlet | #CarnegieConfPaid + Organic Go Hand in Hand
• Test and optimize organic content to see what is resonating the most
with your audience.
• Linking to your website from your organic posts is crucial, just like it is
for your paid ads. Not only will user engagement be higher, but you’ll be
sending more traffic to your website just by linking to it.
• Mix up your content by adding in photos and videos.
• Let the data tell you what types of content work best.
• You don’t always have to create the content on your own! Utilize user-
generated content from your community members and student interns.
• Follow other accounts at your school and share content they’re
posting that would also be relevant for your audience members.
@CarnegieDartlet | #CarnegieConfSocial Media Is Not a Magic Bullet
@CarnegieDartlet | #CarnegieConfExpanded awareness is ROI. Increased consideration is ROI. To build strong, long-term relationships on social that go beyond click-and-buy, you must expose people to your brand in a visually satisfying way, link them to more information and make authentic engagement a primary focus. This is the content that consumers, who use social primarily to interact with friends and family, are most interested in from brands.
@CarnegieDartlet | #CarnegieConf
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