1. Digital Engagement:Leveraging Social Mediaand the Web to DriveFAFSA CompletionSusan Thares| 9.18.2012

2. Federal Student Aid Objectives Provide superior service and information tostudents and borrowers Know what our customers want and ensure wemeet their expectations Be the most trusted source of federal studentaid, information, and services in the nation 3. We Asked Ourselves. How are we currently serving students andborrowers? 4. The Customer Experience 5. We Asked Ourselves. How can we improve that experience? What do our customers need from us? What new delivery mechanisms do weneed to add? 6. Integrated Student Experience (ISE) Federal Student Aid (FSA) 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 Simplifiesand streamlines FSAs web presence by consolidating content from 14 websites and existing publications, and retired 5 websites in first phase Launches properties on Facebook, YouTube, and Twitter; Accessible on mobile devices and tablets. Showcases FSAs new look-and-feel. 7. Consolidating WebsitesFSA Gateway College.gov Student Aid on the Web Ombudsman.ed.gov Students.gov 8. Included in the Initial Release Comprehensive information on federal student aid fromawareness, to application, to repayment Serves audiences from middle school and parents toadults, applicants, and borrowers Available in English and Spanish FSAs first mobile-optimized site to display on all devices Links to FSAs other key sites 9. StudentAid.gov Homepage 10. Spanish Homepage 11. Prepare For College 12. Types of Aid 13. Who Gets Aid 14. FAFSA: Apply For Aid 15. Repay Your Loans 16. CalculatorsBudget Calculator Loan Repayment Calculator 17. Infographics/Videos 18. Mobile-Optimized 19. Announcments & Links to Social Media 20. Online Listening How We Listen And What We Listen To Effects How We Strategize And Respond To OurSocial Mention CustomersIdentifying KeyCustomer IssuesRadian 6Listening To OurCustomers HootSuiteCreating ContentTowards CustomerEngagementSprout Social 21. Online Listening 22. Turning Listening into ContentFAQs 23. Customer Engagement Listen for trending topics/questions andcreate generic posts to address those issues Respond to Direct Messages when possible Limited responses to posts/questions onFacebook and Twitter Monthly @FAFSA TwitterOffice Hours 24. Customer Engagement 25. @FAFSA Office Hours 26. Storify 27. Facebook 28. YouTube 29. Visual.ly (site for infographics) 30. July 2012 Social Media Report Retweets- How far is our tweet being spread across the internet? Mentions - Were talking, but is anyone listening? Are they talking back? Links- What types of information is our audience engaging with? 31. Most Popular Tweets for July 32. New Media (as of 8/23)Facebook.com/FederalStudentAidVisual.ly/users/federalstudentaid Two Infographics: 14,000+ viewsYouTube.com/federalstudentaid The 2 new videos (Overview of the Financial Aid Process and FAFSA Overview) have had 20,375 views Twitter.com/fafsa Storify.com/fafsa 3,950 views of our stories 33. Building External Online Partnerships & Networks Creating Toolkits for partner use Tweets & Facebook Posts Visual EngagementArticles & Blog Links Content (videos & infographs)PrintMaterialsAwareness & Outreach Info (Presentations) 34. Connect With Us! PHOTO PHOTO PHOTOFACEBOOKTWITTER YOUTUBE Federal Student Aid @FAFSA Federal Student Aid www.twitter.com/FAFSAwww.facebook.com/FederalStudentAid www.youtube.com/FederalStudentAid 35. Questions?