DAY 1 - PRE-SUMMIT WORKSHOPS WEDNESDAY, NOVEMBER 2, 2016

7:30 AM

Workshop A

8:00 AM

From prospective student to current student to alumnus/a, every part of the student experience requires a unique approach to communication. Your timing, language, tone, and platform of choice needs to fit the constituents particular needs at that point in their student experience. In this workshop, we will discuss strategies to deliver the most timely, relevant content to your followers that utilizes a cohesive approach to social.

By the end of this workshop, attendees will have the ability to:

  • Build and launch processes that facilitate the seamless communication of critical news amongst university stakeholders.
  • Identify tools and resources that will help you collaborate with your counterparts.
  • Think holistically about university-wide strategies and campaigns.
  • Identify opportunities to engage varying constituencies with existing content.

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Jordana Torres Northeastern University
Jordana Torres
Associate Director of Social Media
Northeastern University

Workshop B

8:00 AM

Social listening is more than responding to Facebook and Twitter posts. Used strategically, it supports many critical functions in higher education, including campaign management, brand benchmarking, reputation management, customer service, market research, and online threat assessment.

After this workshop, attendees will:

  • Define social listening
  • Understand use-cases for higher education
  • Identify the major tools and software products available to support social listening
  • Map potential benefits of social listening to their job functions and strategic goals

 

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Dr. Liz Gross Higher Ed Experts
Dr. Liz Gross
Faculty Member
Higher Ed Experts

10:00 AM

Workshop A

10:15 AM

When it comes to recruiting applicants for higher education programs—under-grad and graduate alike—colleges and universities are finding the rules of engagement have changed. Applicants avoid phone calls and emails—they want to have conversations at their leisure and through the communications channel of choice. Often, that channel is social media.

In the early days, social media was just a “conversation” driver. Today, however, social media can be a channel that brings the brand to life and impacts yield and melt. It’s a channel that enables colleges and universities to “be in the moment” with the applicant and provide them with unique recruitment journeys.

Gone are the days of viewbooks, brochures and static websites. Today’s applicant wants to be communicated with in digital channels in a manner that’s not obtrusive. They want you—the college or university—to be present when it’s convenient for them, on their schedule and provide a transparent, content-rich experience.

So what does this all mean, and what will you learn from this workshop?

  • How to build a comprehensive social media strategy that goes beyond good content
  • How to utilize social media in the lead flow process without coming across like a robot
  • How to personalize the social media experience
  • Why, when and how to use paid social media
  • How to quantify and qualify direct or indirect social media leads

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Don Martelli Schneider Associates
Don Martelli
Vice President
Schneider Associates

Workshop B

10:15 AM

Storytelling is the most effective way to grow support and to keep students, alumni, and donors engaged. It’s all about crafting authentic, real, emotional stories about your institution and the impact that it has on the lives of your community.

Sharing gripping stories using social media is a powerful way to showcase results and raise awareness. But with all the digital tools available, how can you, as a busy marketing and fundraising professional, choose where to place your focus? How can you identify, collect, and craft wonderful stories that will compel people to take action? How can you mold these stories for each social media platform? What are the steps you can take to develop a plan for your storytelling campaign, to ensure that you won’t just be spinning your wheels?

In this workshop, Digital Marketing Strategist Julia Campbell will guide you every step of the way through effective storytelling on Facebook and Instagram.

Through this workshop, attendees will learn:

  • Storytelling strategies that will turn your supporters from passive readers into passionate advocates
  • The nuts and bolts of creating a plan for a digital storytelling campaigns
  • Best practices in using Facebook and Instagram to tell your stories and how to best incorporate visuals in your social media storytelling.
  • Tips on using video to tell your stories, including leveraging the popularity and unique perspective of live streaming platforms.

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Julia Campbell
Julia Campbell
Digital Marketing Strategist
J Campbell Social Marketing

12:15 PM

DAY 1 - GENERAL SUMMIT WEDNESDAY, NOVEMBER 2, 2016

12:15 PM

1:00 PM

Breanna Jacobs
Breanna Jacobs
VP, Conference Production
GSMI

1:05 PM

Eric Clark Quincy College
Eric Clark
Director of Admissions
Quincy College

1:15 PM

It seems that every other week we hear about the new “latest and greatest” social networking site on the rise while another network is deemed “dead” in the mainstream media.  Unfortunately, when it comes to student recruitment and marketing the narrative of the overall trends don’t always align with what works … particularly in a world of hyper sensitivity to over marketing and privacy.

This presentation will provide relevant data focused on how students actually use social media and digital platforms to find, evaluate, and engage with colleges and universities they are considering; while clearly defining the differences between a student’s “daily use” habits and their college search.

By the end of this session, attendees will:

  • Have a clear understanding of the role social media plays in the college search
  • Understand the value students place in anonymous review sites when selecting a college
  • See a clear way to integrate digital, social, and mobile tools into a realistic recruitment plan

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Gil Rogers Chegg
Gil Rogers
Director of Enrollment Marketing
Chegg

2:00 PM

Track A: Increasing Awareness For Your Institution Through Social Media

2:15 PM

The term social media influencer has become ubiquitous in the world of social media marketing, and higher education is no exception. If done well, marketers working in higher education have a unique opportunity to leverage influencers to increase enrollment, retention and development efforts. While it is possible to mimic the influencer programs deployed by Fortune 500 companies, colleges and universities would benefit from a more contextualized approach to influencer marketing that doesn't require a multi million dollar budget!

After attending this session, attendees will:

  • Define key influencers for their institution.
  • Acquire a training framework that will help educate key stakeholders on their campus about influencer marketing.
  • Leave the session equipped with the knowledge needed to build a scalable influencer marketing initiative on their campus.
  • Access to a professional development community where learning and collaboration will continue after the conference has finished.

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Eric Clark Quincy College
Eric Clark
Director of Admissions
Quincy College

Track B: Optimizing Social Media Channels

2:15 PM

In this session, learn how the basics of Snapchat and how your institution can use geofilters, snap stories, and chat to connect with prospective and current students. Jason will introduce you to Snapchat at UNH and how they create campaigns, themes, and engage their audience.

Key takeaways include:

  • Understand how Snapchat works and how to create a story.
  • Know how to create a geofilter and learn the  difference between what’s on-demand and community
  • Understand how to engage prospective and current students with snaps and creative campaigns

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Jason Boucher University of New Hampshire
Jason Boucher
Social Media Manager
University of New Hampshire

3:00 PM

In academia, faculty researchers worldwide make a difference every day in their respected fields. But how do you help YOUR stories stand out? And how can you tell those complex yet amazing stories en masse?

In this presentation, Michi will highlight different ways to tell your institution’s stories utilizing Facebook Live, Reddit AMA, Medium and more.

Key takeaways include:

  • A menu of content types you can choose to leverage faculty experts
  • Tactics you can use toward building your content
  • How to convince your faculty members to become storytelling partners

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Michi Gupta University of Chicago
Michi Gupta
Assistant Director, Digital Strategy
University of Chicago

3:00 PM

Video is the most powerful storytelling tool for universities today. Schools that master how to use video to share their institution’s story will succeed in attracting new students, keep existing stakeholders engaged, and showcase the best their university has to offer. In this session we will explore how to create impactful video designed for social and mobile that keeps audiences hooked. Participants will learn how the rules of effective video content have changed and what you need to do to take advantage of the opportunities for your school.

After attending this session, attendees will be able to:

  • Identify opportunities for their university to maximize  storytelling through video
  • Leverage student generated video to build a steady stream of compelling content that keeps your audiences interested and coming back for more
  • Use live video to engage with your community  in real-time
  • Implement video marketing best practices into your social media strategy for 2016 and beyond
  • Maximize their budget, collaborate better with in-house videographers, and get the most out of your vendors to create more effective video

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Laura Wilson Georgetown University
Laura Wilson
Director of Digital Engagement & Social Media
Georgetown University

3:45 PM

Each day our campuses share news stories featuring our latest research, accomplishments and campus happenings. But, with so much news clogging our Twitter streams and Facebook timelines, how to we cut through the noise and reach even more people? Utilizing new approaches to social media content creation and sharing, we’ve built a strategy for "spreading the news" in ways that has extended the reach for key stories.

Key Takeaways Include:

  • Tips for taking a news story or research announcement and sharing it in a new way
  • Tips for sharing news or research in non-traditional ways (i.e.: Snapchat and Instagram)
  • Workflows for building relationships with student content creators  

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Tyler A. Thomas University of Nebraska-Lincoln
Tyler A. Thomas
Social Media & Content Manager
University of Nebraska-Lincoln

3:45 PM

Podcasting has significantly grown in popularity since Serial hit the internet in 2014. In this session, Chris Alexander and Chris Barrows (both of NYU) will explore the value of podcasting and why you should consider what value they offer your university or organization. 

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Chris Barrows Why I Social Podcast
Chris Barrows
Higher Education Professional and Social Media Strategist
Why I Social Podcast
Chris Alexander
Chris Alexander
Director of Communications and Promotion
New York University College of Global Public Health

4:30 PM

4:45 PM

Just because you’re a university doesn’t mean you can’t have fun on social media. Sure, you’ve got compliance teams, lawyers, litigious parents, overly sensitive students, watch dog media and enough policies to create a lifetime of red tape. But, I want you to stop focusing on what can go wrong and start focusing on having fun - the original purpose of social media. Social media is intended to connect people to one another and information, and in this discussion, Dan will walk through examples of how you can delight your communities with simple and affordable campaigns that add fun back into social media.

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Dan Soschin Ultimate Medical Academy
Dan Soschin
Vice President
Ultimate Medical Academy

5:30 PM

DAY 2 - GENERAL SUMMIT THURSDAY, NOVEMBER 3, 2016

8:00 AM

8:45 AM

Breanna Jacobs
Breanna Jacobs
VP, Conference Production
GSMI

8:50 AM

Eric Clark Quincy College
Eric Clark
Director of Admissions
Quincy College

9:00 AM

MIT Medical is an outpatient clinic that serves the healthcare and wellness needs of the MIT community. As with all college campuses, MIT needs to send episodic public health messaging to our students, faculty, and administration. Topics range from annual flu vaccines to Zika virus precautions, and more. For those communications to be as far-reaching as possible, we need to grow a strong social media audience to ensure that we can contact as much of the diverse MIT community as possible. 

We will discuss our tactics and the successes and failures we've encountered in our effort to expand our reach.

Topics include:

  • How to leverage campus events to expand your social media audience
  • How to maintain professionalism and credibility while having fun with your posts
  • Finding the right mix of promotional content and crowd-pleasing posts
  • Establishing trust with your audience so you can reach them when you need to reach them

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David Tytell MIT Medical
David Tytell
Marketing and Communications Manager
MIT Medical

9:45 AM

Wrangling social media accounts across your institution can sometimes feel like herding cats. Departments know the value of creating community and engaging with their audiences online, but they may not stick to best practices across each social media platform. How can we fix that and provide the resources needed to improve digital and social media literacy across campus, improving our overall communications efforts?

Key takeaways include:

  • Auditing the current social media landscape across your institution
  • Creating and collecting resources that provide guidelines and policies for social media use
  • Implementing and spreading social media best practices across your institution
  • Measuring the impact of your combined social media efforts

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Mike Petroff
Mike Petroff
Associate Director, Digital Content Strategy
Harvard University

10:30 AM

Track A: Social media strategy development

11:00 AM

Gone are the days where “Dear First Name” emails and “From the Desk of” notepads were considered modern examples of personalization, and simply responding to students on Twitter was considered the best strategy for developing personal engagement on social media. In the current times of Netflix, Stitch Fix, and Amazon, students are growing up in environments that create personalized experiences. But how are those experiences translated in the social sphere?  Jennie will provide insight into a year-long personalization campaign that began with the prospective audience and carried through to enrollment.

Key takeaways include:

  • Insight into the various campaign structures including which campaign caused our hashtag to trend in Boston for a day
  • Where we saw our best results and what surprised us in terms of engagement
  • Actionable items on how attendees can foster a personalized experience for their students

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Lauren Shaka Northeastern University
Lauren Shaka
Senior Director, Marketing & Communications, Enrollment Management & Student Affairs
Northeastern University

Track B: Engaging students throughout the higher education experience

11:00 AM

Jennifer Kahnweiler identified use of social media as one of six strengths for introverts in her book Quiet Influence. Indeed, the online space - ripe for communication that effectively harnesses the deliberative and eloquent qualities of introverted students and professionals - is an opportune frontier to create engagement and reflection experiences in higher education.

By the end of this session, participants will learn:

  • What it is about social media spaces that so appeal to introverts
  • Gain insight on how to create spaces that introverts want to interact in
  • Strategies to attract and engage introverted students and staff to thriving and vibrant online spaces

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Amma Marfo
Amma Marfo
Speaker and Consultant
Fun Enterprises

11:45 AM

How is your institution’s commitment to diversity, equity, and inclusion represented in your marketing efforts? Do you feel like you could be more comfortable when it comes to issues of identity: gender, race, sexual orientation, ability, etc?

Inclusive Marketing endeavors to appreciate and understand our various identities, differences and histories while also illuminating places of commonality. This session will give you the foundation you need to incorporate an Inclusive Marketing approach into your current digital strategy. We’ll take a look at inspirational examples and total failures with an eye for how you can create an inclusive digital environment while avoiding stereotypes and other common pitfalls.

Key takeaways Include:

  • The biggest pitfalls to avoid
  • The difference between diversity and inclusion, intent versus impact
  • How to think like an Inclusive Marketer
  • How to build Inclusive Marketing into your current strategy, with an emphasis on coalition building across your institution

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Jessica Fish  Leader Networks
Jessica Fish
Senior Strategist
Leader Networks

11:45 AM

How do you help your students with their online presence?  Do you have any process or office that makes your school look better and your students showcase what they are doing?

Joel will go over strategies for engaging students, tips for personal branding and how to help students and your school look great online.  This will be a personal branding session that puts community building front and center to engage a larger percentage of your students.

  • Personal Branding Basics for you and students
  • Techniques to engage students with best practices for a great social media presence
  • Getting faculty buy in to further help students understand the value of a great personal brand

 

 

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Joel Renner The George Washington University - School of Business
Joel Renner
Manager of Digital Strategy & Career Systems
The George Washington University - School of Business

12:30 PM

1:30 PM

In today’s world, students want to engage with colleges and universities on their terms, and that means in the digital space. In fact, 72% of prospective students already have a short list of colleges before they contact school representatives -- according to student data by networking company LinkedIn -- so it’s important higher education professionals have a strong content strategy already in place if they hope to retain their limited audience.

What’s more, last year email was the No. 1 digital channel used, but it tied for second with social media in regards to marketing success among colleges and universities, reports international higher education network QS Digital Solutions. Part of the problem is that many institutions aren’t leveraging their existing content in the right way, or fail to develop content that connects with their audiences.

Faced this dilemma at her own institution (and with successful social platforms in mind), Kaitlyn Wells, Assistant Director of Admissions at the Columbia University School of International and Public Affairs, developed a “visual-first” approach to SIPA’s email content creation, which easily transferred to the rest of the digital plan. In this session, Kaitlyn will discuss how she increased engagement by revamping a dying admissions marketing strategy and created a personalized and dynamic digital communications plan for prospective, applicant, and admitted students. 

If you’ve inherited a lackluster communications plan or are looking for fresh ideas to enhance your own plan, this session will offer insights on how to make your content more robust for your audiences.

You will learn:

  • How to develop a year-long communications plan
  • Where to find free and paid source content
  • Advanced tools everyone should know to be a successful (email) content creator, including basic HTML, Adobe Creative Cloud software, and photography, etc.

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Kaitlyn Wells Columbia University
Kaitlyn Wells
Assistant Director of Admissions, School of International and Public Affairs (SIPA)
Columbia University

1:30 PM

Linda Brantley, Director of Public Relations and New Media at North Shore Community College, and Hester Tinti-Kane, acting as an Independent Consultant, tackle the formidable goal of how best to provide an exceptional student experience using social media. Over the course of summer 2016, these two innovators took a thoughtful, research-based approach to design a student experience meant to support, surprise and delight. Learn the details of the strategy and listen to the outstanding results they achieved when they launched their campaigns in Fall 2016. While Linda and Hester's strategy to provide an exceptional student experience was designed for community college students, their approach is generalizable and could be replicated in other types of institutions. 

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Linda Brantley North Shore Community College
Linda Brantley
Director of Public Relations and New Media
North Shore Community College
Hester Tinti-Kane Pearson North America
Hester Tinti-Kane
Head of Social Media
Pearson North America

2:15 PM

As social media marketers, we know that what our audience grabs onto one day may be old news in a week. It's our job to try new techniques to engage with students, alumni, prospective students, and our faculty and staff. Change can be scary, so how can we convince stakeholders and university leaders that a new idea could work? In this session, learn how to present the untried and unknown, overcome roadblocks, and prove the value of your social strategy.

Key takeaways include:

  • Mapping new ideas to your organization's overall objectives
  • Establishing relationships
  • Researching and presenting a proposal
  • Handling criticism or negative feedback

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Madeline Kronfeld American Public University System
Madeline Kronfeld
Manager of Social Media and Promotions
American Public University System

2:15 PM

If approached in the right way, social media platforms like Twitter, Facebook, Instagram, and LinkedIn can be powerful tools for connecting with and sustaining positive relationships with alumni. Unfortunately, some higher ed institutions are not taking full advantage of these tools.

In this session, Robert Bochnak will share how he, as an Assistant Director, Alumni Marketing and Communications at the Harvard Business School (HBS), helped plan, launch, and sustain an alumni-focused social media program, one which has prompted HBS alumni to tweet feedback such as, @HBSAlumni, You're frighteningly good at keeping tabs on us alums (I mean that in a good way)” and “Lone tweeter on this account?! Bravo. Excellent job in engaging, connecting & informing alumni on @twitter.”

In his session, Robert will delve into his Identify-Engage-Leverage social media approach, how to use data to develop alumni connections, how to use video to engage with your target audience, and much more.

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Robert Bochnak Harvard Business School
Robert Bochnak
Assistant Director, Alumni Marketing and Communications
Harvard Business School

3:00 PM

3:15 PM

In the not too distant past, institutes of higher education relied on tried and true channels for interacting with prospective and current students, alumni and donors. But due to social technologies, the tables turned and the groups that higher education seek to engage with are coming in droves digitally --with questions, requests and expectations. While the needs of the audience remain the same, the methods for engaging have changed dramatically. As higher education works to adapt to the world of 24/7 interaction institutions often struggle to identify the best practices for them to shepherd success.

 This session will:

  • Examine the need for a cohesive social strategy due to changing market pressures
  • Share the methods for building a cohesive social strategy and measuring impact while keeping in mind the unique needs of various departments, programs and campaigns
  • Identify practical steps you can take today  to increase the power of your digital approach

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Vanessa DiMauro Faculty, Columbia
Vanessa DiMauro
CEO, Leader Networks
Faculty, Columbia

4:00 PM

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