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Steve App (he/him)

Business Development Manager
Campus Sonar

A social listening evangelist and higher ed loyalist, Steve is on a mission to legitimize social media on campus by expanding the ways in which marketing professionals find value in social and online communities. In his 10+ years of experience in higher education, equally split between campus and agency roles, he has led the launch of a student-blogging platform, an agency podcast, and a higher education online magazine, all with a mission to bring people together through content. Through his work at Campus Sonar, Steve has reviewed millions of online mentions about more than 100 campuses across the globe. An amateur runner, professional donut connoisseur, and Dad x3, you can often find him posting Seinfeld gifs on Twitter. 

Steve App (he/him)’s Session(s):

8:45 a.m.–9:30 a.m. PDT —

Tapping into Student Communities and Channels for Marketing Insights

For many marketers, the focus of social media is on their campus and their accounts. How many followers have they gained? How many people are engaging with their content? But social media and digital communities offer marketers with contextually rich business intelligence that can inform decisions related to brand and reputation, content strategy, customer service, and more. If only they’re willing to look. 

In this session, we’ll explore the social and digital communities where audiences most frequently engage in under-the-radar conversations about colleges and universities. We’ll discuss where these conversations take place, how to find them, and how, or if, you should respond to them. 

In this session, attendees will learn:

  • Which online platforms and websites offer publicly available marketing insights. 
  • Keywords and phrases that can be used to find insight-rich conversations. 
  • Tools to automate these searches for future use. 
  • A framework for determining which conversations to engage with, and which to listen in on only. 

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