Más contenido relacionado La actualidad más candente (10) Similar a Using CRM and Marketing Automation for Higher Education (20) Using CRM and Marketing Automation for Higher Education2. The Growth Hacker: Data, Audiences, Content
hSp://www.unitec.mx/
hSp://www.laureate.net/
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3. Communi:es: Listening and Engagement
80,000 Students
250k Prospects
25% of prospects and 75% of
students are engaged via blogs,
community and social media
Listening: More than 20,000
students are rejected from
the public university. Ideal
prospects to engage.
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5. ¿Cómo lo hicimos?
• Conversa1on Map and Social Media Data to get buy-in from CxOs
and Deans from each campus
• Created use cases
• Clean up Social Media Channels
First Step: Get Execu:ve Buying
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6. ¿Cómo lo hicimos?
• Convert from Yahoo Awnser to Facebook and own community
• Selected the key channels to engage
• Implemented technologies to engage prospects and students
Second Step: Con:nous listening of different audiences
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7. • Content Marke1ng
• Marke1ng Automa1on
• Customer Service via Social Media: community, advocates, knowledge base
• Key metrics: NPS, Resolu1on Index, Time to Response, Time to Engage, Time of
Resolu1on
¿Cómo lo hicimos?Third Step: The Team
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8. ¿Cómo lo hicimos?
• Based on social media data
• Based on segments and audiences
• Based of prospec1ng and selling cycles
• Based on buyer personas: parents and students
Fourth Step: Content Marke:ng
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10. 1. Call Center
2. Adminsions
3. Campus
4. Student Services
¿Cómo lo hicimos?FiPh Step: Incorporate Social Media to the other non social channels and
processes
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14. Results
Show me the money!!!
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15. Alumnos inscritos por redes sociales
Enrollment
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18. Atención a alumnos y prospectos
Resolu@on index > 95%
Cases Members Conversation
Community, Cases, and Engagement
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19. The Blog – by audiences and with CTAs
• 252,220 visits
• + 63.28%
39,103 40,482
30,493 30,480
63,192
70,612
37,886
55,738
0
20,000
40,000
60,000
80,000
Octubre Noviembre Diciembre Enero
Consumo C1 2015 vs 2014
2014 2015
+61% +74%
+24%
+82%
1. Organic traffic: 65% (SEO)
2. Direct traffic: 12%
3. Social and other channels: 23% (long tail)
105075
164035
13,044
30,488
8,700
23,708 16,187 19,356
0
50,000
100,000
150,000
200,000
2014 2015
Fuentes de tráfico C1 2015 vs 2014
Orgánico Directo Social Referencia
+56%
+133%
+172%
+16%
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20. Blog as a conver:on tool
• 3,043 prospects read the blog as part of the
decision process (30% of new students)
• Content Marke1ng with CTAs
• Moving from High School to College
• Scholarships and discounts
• Jobs
• Webinars about academics op1ons
Blogs Contacts
HS 304
UG 1,328
Bachelor 613
Online 572
Post 226
TOTAL 3,043
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21. Blogs and audiences
• Topics
• Health
• University Life
• Jobs
• About Unitec
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Octubre Noviembre Diciembre Enero
Salud Vida Universitaria UNITEC Hoy Empleo
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23. Top Challenges
1. Call Center & CRM Integra1on
2. Digital vs Social Media
3. Content Marke1ng Tool
4. Skill sets
5. Martech aligment (Zopim/Zendesk & GetSa1sfac1on/Sprinkr)
6. Marke1ng Automa1on aligment
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24. Next Steps: 70/20/10 model
1. Agile Marke1ng – “Test and Learn”
2. Data Integra1on – “306 Degree View of Consumer”
3. From Marketers to Marke1ng Technologists
4. AdTech integra1on
5. Marke1ng Dashboards – “Decision Making In real-1me”
6. Customer Journeys
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26. Q&A - Thank you!
Jesús Hoyos
@jesus_hoyos
www.solvisconsul1ng.com
jesus.hoyos@solvisconsul1ng.com
Connect with Roxana
LinkedIn
hSps://www.linkedin.com/in/ralanisv/en