The Purdue and Don'ts for Engaging Higher Ed Students

05/22/20 • 38 min

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Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, joins the Social Pros Podcast to talk about how you can use social media to connect with your audience during uncertain times.

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Full Episode Details

As we enter what is traditionally considered ‘commencement season’ for many, millions of students are finding themselves at a standstill. Lecture halls have been swapped for Zoom calls and cap and gowns have been replaced with ‘comfy clothes’ like joggers and trainers.

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

Abby Eddy, the Assistant Director of Digital Engagement at Purdue University, has really perfected the university’s approach to messaging their students during this uncertain time. Abby talks about how she uses social media to bring some levity during these times by embracing pop culture in a way that is relevant to Purdue and speaks to their audience.

In This Episode

04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
11:16 – How different departments and team members have come together to help the university communicate effectively online
13:19 – How Abby’s team manages Purdue University’s brand voice across the board
17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
22:30 – How to choose what pop culture moments to play into
23:46 – How Purdue University uses past performance data to cultivate future results
26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Please Support Our Sponsors:

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

In a world seized by a global pandemic, how are major universities dealing with the impact of COVID-19 and leveraging social to engage with Higher Ed students?

In This Episode

04:58 – How Purdue University are using social conversations to engage with students and organize on-demand commencement
11:16 – How different departments and team members have come together to help the university communicate effectively online
13:19 – How Abby’s team manages Purdue University’s brand voice across the board
17:31 – Why it’s important to find a balance between ‘COVID-19 messaging’ Vs. more ‘cheerful’ content
22:30 – How to choose what pop culture moments to play into
23:46 – How Purdue University uses past performance data to cultivate future results
26:46 – An insight into the successful hashtag engagement campaign for the launch of the Purdue Podcast

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Previous Episode

Why a Serial Entrepreneur Mindset is Key to Social Success

Dan Phelps, Head of Social Media Marketing at Wells Fargo, joins the Social Pros Podcast to talk about the power of embracing a serial entrepreneur mindset as a social practitioner.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

The role of a social practitioner often expands beyond the realm of crafting social ads, scheduling posts, and interacting with customers on various platforms. For a lot of us, we must embrace the mindset of a serial entrepreneur and become extremely nimble and fluent in the art of.... well, selling.

As Dan Phelps, Head of Social Media Marketing, Wells Fargo, articulated, it’s our responsibility as social pros to sell the idea of social to leaders that can’t grasp just how important social is in today’s world.

Dan shares so many incredible perceptions with us, including how he communicates real-time social media data to make business, marketing, and communication decisions so much more powerful.

In This Episode

03:24 – How Wells Fargo’s team of social professionals are dealing with the COVID-19 crisis
05:20 - How Dan’s team deal with different audiences
11:37 – How Wells Fargo’s relationship with legal changed during the coronavirus outbreak
14:39 – The process of shifting marketing messages during a crisis
18:23 – How audience interaction has changed
22:44 - How Dan and his team leverage social listening and artificial intelligence tools
31:09 – Tips to cultivate a culture where using social data plays a key role in the organization
34:57 – Advice for managing social media teams

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.

Next Episode

How Chipotle Got 1 Billion Views on a Single TikTok Promotion

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Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle, joins the Social Pros Podcast to discuss how the popular taco and burrito chain acquired outstanding feedback and engagement from a single TikTok promotion.

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Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help!

This week:

Salesforce Marketing Cloud

SocialMedia.org

Full Episode Details

No matter how much of a ‘social pro’ you are, you won’t get far without the help of an incredible social media team.

Someone who understands this better than anyone is Tressie Lieberman, Vice President, Digital Marketing and Off-Premise at Chipotle. Tressie and her team have helped Chipotle (the masterminds behind the world’s greatest tacos and burritos) skyrocket social engagement through smart influencer marketing, active social listening and genius promotions.

One of these promotions has amassed over 1.4 billion views on TikTok (yes, you read that correctly). On this delicious episode of the show, Tressie reveals the ingredients that went into creating such a wildly successful social media promotion and doesn’t hold back on sharing her best insights and tips for B2C brands who want to reach the same level of success.

In This Episode

04:52 – The key role that communication plays when juggling multiple locations and employees
06:02 – How Chipotle uses social as an integral tool to learn more about their customers
08:40 – How Chipotle segment their target audiences by channel
09:39 – A look at how the social team at Chipotle operates across different channels and expertise
13:35 – What Chipotle looks for in an ‘ideal influencer’
16:46 – How Chipotle gained 1.4 billion views for a single promotion on TikTok
24:37 – How Chipotle set up their initial colonization plan for TikTok
27:00 – How the customer service team gets involved in social
31:59 – How Chipotle’s legal team helps to guide the company in terms of contracts and other relevant factors

Resources:

Visit SocialPros.com for more insights from your favorite social media marketers.