Docstoc

Digital Engagement - IFAP - U.S. Department of Education

Document Sample
Digital Engagement - IFAP - U.S. Department of Education Powered By Docstoc
					        Digital Engagement:
    Leveraging Social Media and
              the Web
              Susan Thares
               Mindy Chiat
       U.S. Department of Education

1
    Federal Student Aid’s Focus
      on Digital Engagement




2
              FSA Objectives
    • Strategic Goal: Provide superior service
      and information to students and
      borrowers

    • Customer Service Value: Know what
      our customers want and ensure we
      meet their expectations

3
     Customer Experience Office
    • Created in 2010 to focus on:
      – Students and Borrowers
      – Ombudsman
      – Customer Analytics
      – Awareness and Outreach
      – School Experience
      – Consumer Protection

4
         We Asked Ourselves..
    • How are we currently serving students
      and borrowers?
    • How can we improve that experience?
    • What do our customers need from us?
    • What new delivery mechanisms do we
      need to add?


5
    Simplifying the Customer
           Experience




6
        Consolidating Websites
    FSA Gateway   College.gov Student Aid on the Web




    Ombudsman.ed.gov        Students.gov
7
    Integrated Student Experience
    • Federal Student Aid launched the ISE initiative to
      establish an integrated, customer-focused web
      experience for students, parents, and borrowers to
      facilitate decision-making about funding a
      postsecondary education

    • Simplifies and streamlines FSA’s web presence by
      consolidating FSA’s websites

    • Launches properties on Facebook, YouTube, and
      Twitter; Accessible on mobile devices and tablets
8
                  Timely Drivers
    • ED’s signature initiative for Executive Order 13571
      on Streamlining Service Delivery and Improving
      Customer Service

    • Plain Language Act, the White House Campaign to
      Cut Waste and Open Government Plans

    • Presidential Memorandum to improve repayment
      options and improve services issued June 7


9
     Leveraging the Web

     To Drive Aid Awareness and
         FAFSA Completion



10
      Integrated Solution: StudentAid.gov

     • Will update after launch.




11
                    Details
 • Based on customer feedback
 • Provides information covering the entire
   federal student aid process, written in plain
   language
 • Serves audiences from middle school and
   parents to adults, applicants, and borrowers
 • Available in English and Spanish


12
                 Content Areas
     •   Prepare for College
     •   Types of Aid
     •   Who Gets Aid
     •   FAFSA: Apply for Aid
     •   Repay Your Loans



13
                    Site Menu

     Will update after launch.




14
     Prepare for College




15
     Content: Apply for Aid




16
                      Key Features
• Comprehensive        Mobile / Tablets
Information

• Links to FSA’s
other key sites for
applications/
transactions

• Mobile-optimized

• New Income-Based
Repayment calculator
                                          IBR Calculator
17
                    Key Features
     • New videos, graphics

     • Timely announcements and event
     calendar




18
              Customer Input
     • Approach based on focus groups and
       online surveys
     • Researched best practices
     • Listened to customer wants and needs
     • Will conduct usability testing and
       monitor feedback


19
           Strategy and Results
     • We turned to Federal Student Aid’s
       employees for their unique skill sets to
       bring this to life
     • Over $1.5 million in cost savings
     • Improved customer experience and
       financial literacy
     • Will serve approximately 30 million
       annual visitors
20
          Future Enhancements
     • Phase II: Add transactional capabilities
       across the student aid lifecycle
     • Phase III: ?




21
     Leveraging Social Media

      To Drive Aid Awareness and
          FAFSA Completion



22
      ------
               We share 415 pieces of content on Facebook
      ------
               Spend an average of 23 minutes a day on Twitter, tweeting a
               total of around 15,795 tweets
      ------




               4 out of 5 internet users visit social networks and blogs
      ------




               Upload 196 hours of video on YouTube
      ------




               By the end of 2011 social networking had increased from 36% of
               Internet users to 59% managing their profile on a monthly basis




Projected User Stats for 2012
23
       New Media Strategy
     Online Listening
     Content Development
     Content & Engagement
      Strategy
     Product Launches
     Metrics/Measurement
24
                  ONLINE LISTENING
                 How We Listen And What We Listen To Effects
Social Mention   How We Strategize And Respond To Our
                 Customers


                                                 Identifying Key
     Radian 6                                    Customer Issues


                       Listening To Our
                       Customers
 HootSuite
                                                 Creating Content
                                                 Towards Customer
                                                 Engagement

Sprout Social
25
     HOOTSUITE




26
 FAQs




27
28
29
30
     @FAFSA Office Hours on Twitter

      Guest Hosts: Graduates currently in repayment




31
32
33
34
35
        JUNE 2012: MONTHLY SOCIAL MEDIA REPORT




     Retweets- How far is our tweet being spread across the internet?
     Mentions - We’re talking, but is anyone listening? Are they talking back?
     Links- What types of information is our audience engaging with?

36
37
              • Aggregated Number of Followers that have been
IMPRESSIONS     exposed to a message.
              • Indicates how many people have had the
                opportunity to view your post




38
Building External Online Partnerships & Networks
Creating Toolkits for partner use
             Tweets & Facebook Posts
                                          Articles & Blog Links
                     Visual Engagement
                     Content

                             Department
                             Print                 Awareness
                             Materials             & Outreach Info




39
      What’s Emerging


            Mobile                  Visual Engagement          More Social Media
                                                                  Platforms


 Description
     The Rapid Evolution Of Technology Impacts Mass Communication. Change Is A
     Constant Occurrence In Social Media. The Three Key Areas Listed Above is Where
     The FSA New Media Team Is Looking To Build For The Future.

40
     Connect With Us!

                PHOTO                        PHOTO                          PHOTO



           FACEBOOK                        TWITTER                       YOUTUBE
        Federal Student Aid                   @FAFSA                 Federal Student Aid
                                          www.twitter.com/FAFSA
     www.facebook.com/FederalStudentAid                           www.youtube.com/FederalStudentAid


41
           Contact us:

     Mindy Chiat
     Mindy.chiat@ed.gov
     202-377-3118

     Susan Thares
     Susan.thares@ed.gov
     202-377-4307




42

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:2
posted:1/16/2013
language:English
pages:42