Our capstone objective regards high school graduating students who’ve been accepted to Seneca College. Beginning February 1 each year, Seneca sends out letters of acceptance and each accepted student has from that point until the first day of classes in September to accept the offer of admission, or not. Our objective is to increase those conversions in a timely manner so as to effect academic planning in time for September and the first day of classes.
Though we’re using real-life information relevant to this year (i.e. Google Analytics), our ultimate deliverable to Seneca’s director of marketing, Marianne Marando, is the creation of a plan that she and her team can use for next year, that would regard spring 2015.
I found Sysomos incredibly helpful in the social listening phase of this project. It was important for us to uncover instances where newly accepted students, as of February 1, would comment online regarding their offer of admission. In many cases, they were saying things like “I’ve received acceptance letters from George Brown, Humber, and Seneca,” which provide a perfect opportunity for Seneca to engage that student.
We found that Seneca’s social media team was effective in engaging those students who’d tagged Seneca in their post (i.e. “I’ve been accepted to @SenecaCollege”), but we also found there were was no engagement — and discovered a perfect opportunity for Seneca — when students did not tag the school (i.e. “I’ve been accepted to Seneca College”).
While I loved — LOVED — using Sysomos for this portion of our project, it actually was the source of some disillusion regarding the software, and ultimately Radian6 as well. The reason: I have a fairly good handle on my next steps once I’ve completed this program and, unfortunately, I’m confident I’ll not have access to either of these services then. So part of me really doesn’t want to embrace or appreciate Sysomos and Radian6 right now because I know that very soon I’ll have to settle for a far inferior service out in the real world. <insert frowny face here> … because it was SO easy and enjoyable to use!