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  • Blog
    • 2019
      • 01
        • Market Opportunity Assessment: Why You Need One & 5 Key Steps
        • Enrollment Management: Navigating Disruption to Achieve Success
      • 02
      • 03
        • 49% of retailers name in-store mobile experience a top priority
        • 2019 Digital Marketing Trends & Gen Z
      • 04
        • Enrollment Management: Shifting Demographics & Shrinking Population
        • Smart College Recruitment Targets Wisely Using Segmentation
      • 05
        • Email Marketing Tips
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
      • 02
        • The Marketing Planning Process...Doing It Right!
        • Managing The Sales Pipeline
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
        • You Can't Make It Up In Volume
      • 05
        • Simple Guide to Creating Profitable Personas
        • Amazon Losing Billions - You Should Be Scared
        • Comment: Why Most CMOs are Failing
        • Marketing Personalization...Most of It Isn't
        • Amazon's "Try Before You Buy"
        • Are Shoppers Really That Resistant to Self-Checkout?
        • B.A.N.T. May Be Old, But It Still Works
        • All The Martech In The World Won't Make You a Marketer
        • 9 Tips For Writing Effective PPC Ads
        • Blogging: 5 Reasons Why & 5 Tips for Success
        • The 4 Step Welcome Email Series
      • 06
        • The Lead Management Game - Winning Or Losing?
        • Part 1: Podcasts Should You Start Your Own Podcast?
        • Part 1: Blogs: Should You Start A Blog?
        • 8 Simple Ways to Increase Enrollments
      • 07
        • PART 2: Podcasts: Develop Your Plan
        • Should You Buy or Generate Your Own Leads?
        • How to Overcome the 3 Reasons Most Miss Their Enrollment Goals
      • 08
        • Contact Strategy: People Buy From People
        • 2 Commonly Overlooked Causes for Enrollment Shortfalls - And How to Fix Them
        • Designing and Writing Effective Direct Mail Packages
      • 09
      • 10
      • 11
        • Developing Your Content Marketing Strategy
        • How Content Marketing Can Increase Enrollments, Retention
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • 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
        • Top Benefits You Enjoy From a Mystery Shopper Audit
      • 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
        • Content Marketing Success
        • 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
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends
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Facebook Live for Student Recruitment

Aug 23, 2016

UPDATE:  According to a reliable source we spoke to this morning, Facebook is set to begin a phased rollout of a new feature that allows for two-person broadcasts on Live.  To learn more, click here.

Facebook Live offers you a very unique opportunity to reach a large number of prospective students – or segments within the larger group – with unique, valuable and interactive content.

Imagine a live broadcast for potential students entering your nursing program? Or journalism program? Or accounting program? Or engineering program?

Interviews with faculty? Students?  A regular news broadcast hosted by faculty and/or students that addresses what’s going on in the program?  A look at actual presentations in classes?

Or, at a broader level, regular broadcasts that address those issues that are on the minds of your larger prospective student audience – what it’s like to live and dine on campus.  Social activities, broadcast live.

You get the idea…so, how do you make it happen?  Well, here’s a list of key points that should be addressed…and, at the end, a few links to sources that can help you even further.

Before the Broadcast

  • Prepare: Write a benefit-rich description that answers “What’s in it for me?” from the viewers’/audiences’ perspective.  The clearer you are with them, the more focused you become – and the end result will be a better event.
  • What’s your format? Demonstration? Interview? Breaking news? Behind the scenes? Q&A?
  • Promote: You won’t have a party if you don’t invite the guests.  So send out messages via Facebook and other channels that invite your prospective students to attend.  Remember to include date, time and location (how to access).
  • Strong Connection Required: Make sure you have a strong wi-fi or 4G connection because it really sucks to drop with a large audience!
  • Use a Selfie-stick or Stand, Lighting, Microphone: Your event is going to be longer that you care to hold your own camera by hand – so consider using a selfie-stick or, better yet, a stand.  And it helps if you can be seen and heard…so check out these items.
  • Turn on “Airplane Mode“
  • Open Camera and Check Lighting, Sound, Positioning.  Make sure everything is working properly and that you have good sound/lighting/picture to broadcast.
  • Where to Broadcast? Do you broadcast to “public” or to a Group or Page? Where is your audience going to be – and how will you be able to reach the largest number of your audience members?
  • Don’t do it alone.  There’s a lot going on, so recruit others to help.  We’ve seen Live broadcasts where there has been the “On Air Personality” and a “Camera Operator” as well as someone watching the live event and feeding the “On Air Personality” questions from the viewers as well as responding to questions.

During the Broadcast

  • Facebook Live FollowIntroductions: Remember to tell everyone who you are and, if you’re working with a crew…introduce them as well!
  • Remind them why we’re all here together: Restate the purpose for the Live broadcast and what’s in it for them!
  • Ask for a “Share”: Build your audience by having your audience invite others!
  • Ask them to “Follow”.  This allows them to receive notifications of future Live broadcasts.
  • Acknowledge Your Audience: Greet them.  Ask them if they have questions.  Answer the questions.  Ask them to share the video with their friends.  Ask them to “follow” so they automatically receive notifications of your future broadcasts.
  • Clear Call to Action:You are doing all this work in order to extend an offer to your audience – so make sure you have a unique, valuable, relevant offer and then clearly extend the offer so they can take advantage of it.    Ideas?  For Prospects, checklists to help them to compare and identify the best college/program for their needs, or a “How to” on balancing school with work and family.  For students, your new smartphone app.
  • Sign-off is Key.  Have a catch phrase that makes it clear the the broadcast has come to an end – it can be as simple as “That’s all folks!” to whatever you prefer.
  • Remember Replay Views: This one came from the folks at Problogger

One of the things I’ve been doing in my Live Videos lately is spend the first 20 or so seconds of the video paying attention to those watching the replay. The reality is that most of the live viewers miss that part anyway as it takes them a minute or so to join and so it gives you an opportunity to acknowledge, welcome and tell the replay viewers what to expect.

After the Broadcast

Check the Broadcast Stats: When you finish your broadcast, a chart comes up on your smartphone that shows you how many people watched the event, how many commented, how many liked the event and more.  These can help you improve future broadcasts!

Verify Video Posts: Make sure the video posts to your page…this shouldn’t be a problem but the point here is “never assume something did what it is supposed to do”

Edit Video: Go to your desktop, go to the post of the video and click on the downward arrow in the top right corner of the post – the drop down menu will have “Edit Post”.  Click on it and you are able to add a title to the video, edit the description, select a thumbnail, select a call to action (CTA) button and more.

Share the Replay on other Social Platforms: Upload to other video sites such as YouTube, Vimeo etc.  Put it in a blog post.  Tweet about it with a link.  You get the point…

Plan new broadcasts – go live often and ID best Days/Times for broadcasting

 

 

Check out this post, specifically #9 for some discussion regarding length of your broadcast.

Facebook Live: Best Practices

Facebook Live Tips

Facebook Live: What Marketers Need to Know



Tags: Student Acquisition, Student Recruitment, Student Nurturing, Student Retention, Content Marketing
Category: Higher Education Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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