personalizing social campaigns · personalization translates to ”fit” 91% of students expect a...
TRANSCRIPT
Personalizing Social
Campaigns:
The “Picture Yourself Here”
Experience at Northeastern
University
…our audience is growing up in an
environment where personalized
experiences is the norm.
It’s Amazon’s World. The USPS Just
Delivers in It...
How do we translate meaningful
personalized experiences into the
social sphere for prospective
students?
1. Visual content is king
2. Information must be relevant
3. Authenticity is especially critical here
4. And fit means the difference between
being on a college list or being left off
Principals
Visual Content is King
The Rise of the Snapchat (and maybe Instagram Stories)
• VISUAL PLATFORM
• Geofilters
• Easier access to Stories
• Lenses (puppies and rainbows)
Source:Statica 2016
Information must be relevant and be on relevant platforms
Source:Statica 2016
77% of twitter users feel more positive about a
brand when their tweet has been replied to—
especially when their concern is addressed
personally.
Source: Brandwatch Analytics 2016
Authenticity is critical
Personalization translates to ”fit”
91% of students expect
a communication
response tailored to
them within 24 hours of
engaging on a social
media platform
72% who make a
complaint on twitter
expect a response
within an hour.
Source: Pew Research 2015
Kicking off the 2015-2016 Admissions cycle,
prospective and admitted Northeastern
students have been encouraged to picture
themselves at Northeastern through a
variety of different social tactics.
"Picture Yourself Here” Campaign
Fall Open House
Selfie Spots
Northeastern-ized Photos
Return on Personalized Campaign
• 245 hits on the #NUReady Hashtag
• 69 photos shared by Prospective Students/Families
over a 10 hour span—most on Twitter
• 65 personalized photos shared back by UG Marketing
Personalized one on one engagement of
returning photos back to students helped
foster excitement, even for students who
were not selected to win campus visit
packages
Takeaways
Affirmation
Picture Yourself Here: Decision
Release
northeastern.edu/pictureyourselfhere
northeastern.edu/pictureyourselfhere
Snapshot: Return on Personalized
Campaign• #NUHusky was tweeted 294 times
• #NUAdmit was tweeted 45 times
• Decision Release Snapchat story was viewed by
864 students over the span of 24 hours
Return on Personalized Campaign
Personalized photos remained a popular
engagement tool and amplified the use of
our hashtag throughout the decision release
campaigns in December and in March of last
year.
Takeaways
Keep them ”Picturing themselves here!”
Picture Yourself Here throughout the
Yield Cycle
Digital Birthday Cards
#LoveNU: Personalized Valentines
#LoveNU: Personalized Valentines
#LoveNU: Personalized Valentines
Over 24 hour span:
• 11 Requests through
• 58 Through Snapchat
• Created versions for
President Aoun,
Departments, and
Mayor Marty Walsh
Color Your Northeastern Experience
Color Your Northeastern Experience
#NUHuskyFridays
Snapshot on Snapchat
Average posts
receive 800-
1,000 views within
24 hours
33% increase from
last year
