1. Nicole Callahan | Nov. 2012 U.S. Department of Education 2012 Fall Conference Leveraging Social Media to Drive Awareness and Increase Engagement with Students Session 28

2. Use Listening to Create Better Content 2

3. What is Online Customer Listening? 3 Every good conversation starts with good listening

4. Getting Started… Set-up your search Be prepared Identify keywords 4

5. Identify Keywords KISS Consider Misspellings 5

6. Set-Up Your Search 6 Source: SocialMention.com

7. Set-up Your Search www.boardreader.com 7 Source: BoardReader.com

8. Set-up Your Search 8

9. And as the Boy Scouts Said… 9

10. You Can Listen Until You’re Blue in the Face 10

11. Why do it? 11 How we listen and what we listen to affects how we strategize and respond to our customers. Create Relevant Content Identify Key Customer Issues Listening To Our Customers

12. Determine seasonal/timely content Get feedback on our products and services Identify FAQs We use online customer listening to: Create Relevant Content 12

13. Identify Key Customer Issues 13 Source: Twitter.com – All tweets public

14. What have we been up to? Social Media isn’t new anymore (But it is evolving) Putting the customer first With that, drumroll please… 14

15. StudentAid.gov Homepage 15

16. Twitter www.twitter.com/FAFSA 16

17. Facebook www.facebook.com/FederalStudentAid 17

18. Facebook 18

19. YouTube www.youtube.com/FederalStudentAid 19

20. 20

21. Storify www.storify.com/FAFSA 21

22. Storify 22 Source: Storify.com

23. Visual.ly www.visual.ly/users/FederalStudentAid 23

24. Infographics 24

25. Leverage FSA content for your own Facebook, Twitter, and YouTube Accounts 25

26. As My Mother Always Said… Sharing is Caring 26

27. Beg, Borrow, & Steal (Really!) 27

28. Add the @FAFSA Stream to Your Site Go to: http://twitter.com/widgets (must be logged in) COPY & PASTE: Tweets by @FAFSA !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.paren tNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); 28

29. Embed our YouTube Videos In Your Site 29

30. Embed our Infographics In Your Site Go to: http://visual.ly/users/FederalStudentAid 30

31. StudentAid.gov/Resources 31

32. Increase Student Engagement 32

33. Visuals Visuals Visuals! 33

34. Mobile 34

35. Host “Office Hours” online 35 Source: Twitter.com – All tweets public

36. 36

37. Impromptu “Office Hours” 37 Source: Twitter.com – All tweets public

38. Measure the Effectiveness of your Efforts 38

39. How successful are you? The Big 6 Potential Reach Engagement Volume Amplification Rate Engagement Rate Conversion Rate Impact Stories 39

40. Impact Stories Source: Twitter.com – All tweets public

41. QUESTIONS? 41 Keep in touch: FSANewMedia@ed.gov

42. Resources Federal Student Aid Social Media www.facebook.com/FederalStudentAid www.twitter.com/FAFSA www.youtube.com/FederalStudentAid www.storify.com/FAFSA www.visual.ly/users/FederalStudentAid 42

43. Resources Resources on StudentAid.gov StudentAid.gov/resources StudentAid.gov/social Customer Listening Resources www.socialmention.com www.boardreader.com www.alerts.google.com 43

44. Social Media Measurement Potential Reach Engagement Volume # of comments, likes, & shares # of mentions, replies, retweets, & favorites # of comments, shares, & thumbs up (# of posts) * (# of followers) (# of posts) * (# of fans) (# of posts) * (# of subscribers) Resources 44

45. Amplification Rate Engagement Rate Conversion Rate # of comments, likes, & shares per post # of mentions, replies, retweets, & favorites per tweet # of comments, shares, & thumbs up per post Retweets per tweet Shares per post Number of clicks on the links in your social media posts Share clicks per post Resources Social Media Measurement 45