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      • Market Opportunity Assessment: Why You Need One & 5 Key Steps
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      • Enrollment Opportunity: Under-served Segments
      • Why Colleges Are Failing to Achieve Adult Enrollment Goals
      • 01
      • 02
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Tips for Building Affordable, Effective Marketing Research Program
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
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      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
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        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
      • Direct Marketing Planning
      • How Many Leads Do Our Sales Executives Need?
      • The Drones Are Coming!
      • Advantages of Direct Marketing
      • Student Retention Tips for 2016
      • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
      • New Study Identifies Opportunities to Improve Student Recruitment
      • 6 Tips to Improve Your College's Content Marketing Performance
      • Lead Flow Planning - Getting It Right

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Archive

2019

  • May

Snap Chat for Student Recruitment

Mar 08, 2016

Should Snapchat be included in your student recruitment and retention efforts?

We made a conscious decision not to address Snapchat in our recently published ebook, “Turn Social Media Into a Student Recruitment & Retention Powerhouse“.  Heck,  we said, there are just so many social media platforms out there – let’s just focus on the Big 3 and see how our readers respond.

Well, the feedback was fast and furious and filled with “Why didn’t you include Snapchat?”

So here’s our response – and we will be updating “Turn Social Media Into a Student Recruitment & Retention Powerhouse” as soon as possible.

What is Snapchat?

Launched back in 2011 as a “…visual mobile-messaging platform for friends” that offered users the ability to send an image that, once viewed, disappeared. In their first blog post, the company describes their mission: “Snapchat isn’t about capturing the traditional Kodak moment. It’s about communicating with the full range of human emotion—not just what appears to be pretty or perfect.”

Snapchat lets you share images (snaps) or video clips with your friends – but only for a matter of seconds because then the Snapchat servers delete them.

Theoretically.

Currently, Snapchat claims to reach more than 60% of the US 13 to 34 year-old smartphone users, and 37% of the monthly Snapchat users in the US are 18 – 24 years of age, with 26% between 25 to 34 years of age.  And both those age brackets are critical to your ability to achieve your enrollment goals.  (Source: www.snapchat.com on March 1, 2016)

 

What are your tools on Snapchat?

Snapchat offers you:

  • Snaps – the ability to share images with friends
  • Chat – the ability to chat via text, similar to Facebook Messenger or Skype or lots of other chat services
  • Snapchat Stories – a group of images or videos that have a longer life expectancy than Snaps – up to 24 hours and can be viewed repeatedly until their time limit is up

Last year, Snapchat has launched “Discover” which they describe as “…a new way to explore Stories from different editorial teams. It’s the result of collaboration with world-class leaders in media to build a storytelling format that puts the narrative first. This is not social media.”

That last sentence is interesting – Snapchat feels that Discover is not social media because “Social media companies tell us what to read based on what’s most recent or most popular. We see it differently. We count on editors and artists, not clicks and shares, to determine what’s important.”

So much for democratization.

Anyway, the bottom line is that you have Snaps, Chat and SnapChat Stories for your recruitment and retention efforts.

Early Success Stories Outside Higher Ed

Some of the early success stories include retailers with special offers and discounts to followers and sports teams/organizations with special exclusive content for followers.  One approach drives sales, the other drives engagement and relationships – which should drive future sales.

For some examples of what some are considering ‘break through’ usage of Snapchat, check out these stories.

5 Brands with Highly Successful Snapchat Marketing Strategies

How 12 Brands Used Snapchat

How are colleges using Snapchat for student recruitment & retention

Based on what we have seen, read and heard…colleges are using Snapchat in an apparent attempt to make it work.  To create an event that justifies the effort.

Tennessee Wesleyan College has focused many of its efforts on improving student life, such as putting it to work in its orientation program with a “Where’s Wesley” scavenger hunt. Shope also explained that the school uses it to share updates about events and activities on campus.

Why the decision was made to limit the orientation program to Snapchat – or add it to Snapchat – is something we don’t know since we weren’t involved with the effort but when we read statements like these, we are concerned that the decision was made “…because Snapchat is there…” rather than “…because our audience is there and they want to use Snapchat for school communications…”

“Snapchat is immediate, personal and reaches the student where you can find them most: on their phone,” says Brittany Shope, Web coordinator at Tennessee Wesleyan College and curator of TWC_Snaps.

“To reach out via a smartphone application like Snapchat as opposed to students’ e-mails makes the student feel like the college has taken extra steps to get in touch with them.”  (Source: http://college.usatoday.com/2014/04/09/universities-using-snapchat-for-recruitment-advertising-and-student-engagement/ on March 1, 2016)

How are potential and current students responding?

Lack of hard metrics, we found these statements of interest.

“I think that from a marketing perspective it’s always worth trying new forms of social media to reach out to people,” says University of Maryland senior and avid Snapchatter Lauren Kirkwood. “But at the same time, I don’t see how they could get across a message with any real substance over Snapchat.”

University of Kansas senior Max Stept agrees: “I respect them for trying to be innovative, but I feel like it’s a little invasive.”   (Source: http://college.usatoday.com/2014/04/09/universities-using-snapchat-for-recruitment-advertising-and-student-engagement/ on March 1, 2016)

What about Analytics?

We know we’re in trouble when we head over to the Search bar in Snapchat Support, type in “analytics” and get “Sorry, we didn’t find anything relevant.  Try again?”

Our next step was good old Google Search where we found Snaplytics a 3-person shop in Denmark that “…helps brands, agencies and online influencers utilize Snapchat as a commercial channel by providing an automated analytics platform…”  Based on their site, they seem to be able to help report on opens, screenshots, completion rate (“The percentage of people that started viewing a story compared to how many of them that saw the last part of a story – and the steps in between.”), and tap rate (“The percentage of people that saw the whole video or looked at a picture for the whole duration set.”)

The usual ‘soft metrics’ of social media.

Which means you might want to include an offer with a clear call to action that includes a way to track it all back to Snapchat.

So What’s the Recommendation?

We’ve signed up for Snapchat and have added some colleges as ‘Friends’ but haven’t seen anything come through which probably means we need to spend more time on Snapchat waiting to see a Snap or a Story before the Snapchat servers delete them forever.

Our recommendation is – get it.  Play with it.  Learn it.  And ask your prospects and current students about their usage of Snapchat.  Try some things and see how they work – but if you’re going to invest your institution’s resources (personnel, equipment, technology) set up some tests that tie with your institutional objectives regarding enrollments and retention.



Tags: Student Recruitment, Student Nurturing, Student Retention, Social Media Marketing, Social Media, Social Media
Category: Higher Education Marketing

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Dudley Stevenson, founder and CEO of DWS Associates, has over thirty-five years’ experience in consumer marketing, business-to-business marketing, and direct marketing, including developing, planning, and implementing go-to-market strategies. He's also the author of "Marketing Direct: Breaking Through The Clutter." Working with organizations ranging from start-ups to Fortune 100 companies, he and his team have helped clients such as IBM, Sony, Neiman Marcus, Arizona Highways, Marshall Field & Co., Mrs. Field’s, UNICEF, and Patagonia implement successful direct marketing programs. A longtime member of the Direct Marketing Association and the American Marketing Association, Stevenson is also a sought-after speaker. He’s given hundreds of presentations and workshops on marketing and direct marketing. His “Marketing Planning 101” workshop alone has reached more than 100,000 marketing and sales professionals.


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