The Enr llment Marketer’s
Guide t Reddit

Stephen App

@stephenapp

Account Executive

Campus Sonar

@stephenapp @CampusSonar #NSCEC19

Reddit, Demystified

  • Reddit is completely anonymous
  • Reddit is not subjected to algorithms
  • Conversations are organized by topic via “Subreddits”
  • Subreddits are controlled by moderators
  • Reddit has fewer than 500 FTEs, but tens of thousands of volunteers 2

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Reddit: The Stats 1

Million Monthly
Active Users

330

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Reddit: The Stats

Million Monthly
Active Users

330

Billion Pageviews Per Month, on Average

21

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Reddit: The Stats

Most-Trafficked Website in the US

5th

Million Monthly
Active Users

330

Billion Pageviews Per Month, on Average

21

@stephenapp @CampusSonar #NSCEC19

Reddit: The Stats

Most-Trafficked Website in the US

5th

Million Monthly
Active Users

330

Billion Pageviews Per Month, on Average

21

Active Communities

138,000

@stephenapp @CampusSonar #NSCEC19

Reddit: The Stats

Most-Trafficked Website in the US

5th

Million Monthly
Active Users

330

Billion Pageviews Per Month, on Average

21

Active Communities

138,000

Members

104,000

@stephenapp @CampusSonar #NSCEC19

Reddit: The Stats

Most-Trafficked Website in the US

5th

Million Monthly
Active Users

330

Billion Pageviews Per Month, on Average

21

Active Communities

138,000

Members

104,000

Members

40,000

@stephenapp @CampusSonar #NSCEC19

Getting Started with Reddit

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Getting Value From Reddit

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Getting Value From Reddit

Macro Benefits

Micro Benefits

  • Audience insight
  • Sourcing questions (and answers!) for content creation
  • Improving student retention through offline programming
  • Informing academic program decisions
  • Answering key questions
  • Identifying student and alumni evangelists

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Understanding Your Audience

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Sourcing Questions

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Sourcing Questions (and Answers!)

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Sourcing Questions (and Answers!)

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Informing Academic Program Decisions

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Improving Student Retention

“After a recent student death, mental health was top of mind on campus. Students were making lists of things they wanted the administration to do and much of that discussion happened on Reddit. We monitored those conversations and it helped inform our decision to hold community forums on the issue.”

Dave Tyler

Social Media Director

Rochester Institute of Technology

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Engaging on Reddit

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The Reddit Rules of Engagement

  • Be YOU, not a school or department
  • Help, don’t hype
  • Build a coalition of the willing

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Be You, Not a School

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Host an AMA (with permission)

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Help, Not Hype

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But Steve,” you’re probably thinking.

“Reddit is anonymous. How can I know that I’m talking to a legitimate prospect, or tie activity and pertinent information back to my CRM?”

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Students Love to Share

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Students Love to Share

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Students Love to Share

@stephenapp @CampusSonar #NSCEC19

Students Love to Share

@stephenapp @CampusSonar #NSCEC19

Students Love to Share

@stephenapp @CampusSonar #NSCEC19

S

Hey JJ - did you see this post on Reddit from an accepted law student? Is there enough information here to identify her in your CRM?

Jun 13, 1:35 PM

@stephenapp @CampusSonar #NSCEC19

S

Hey JJ - did you see this post on Reddit from an accepted law student? Is there enough information here to identify her in your CRM?

Jun 13, 1:35 PM

J

I’m pretty sure I know who she is. She still has a first deposit with us and an overlap with Wisconsin. The deposit deadline is Saturday, so we’ll know more next week.

Jun 13, 2:32 PM

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Students Love to Share

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Students Love to Share

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Students Love to Share

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So, where did she go?

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S

Did our Baltimore friend submit deposit 2?

Jun 17, 7:04 PM

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S

Did our Baltimore friend submit deposit 2?

Jun 17, 7:04 PM

J

She told us she wasn’t coming. She didn’t tell us where she was going, but I can see it is Wisconsin on the overlap report.

Jun 17, 7:13 PM

@stephenapp @CampusSonar #NSCEC19

Try it Yourself

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Try it Yourself

School-Related Conversation

  • Search for your school’s name
  • Check nicknames and acronyms
  • Watch for similarly-named institutions
  • Look for a dedicated subreddit first
  • No dice? Pay attention to subreddits for your encompassing town, city, or state

Topic-Focused Conversation

  • Prioritize admissions-related subreddits
    • r/ApplyingToCollege
    • r/GradAdmissions
    • r/lawschooladmissions
  • Explore broader topic subreddits
    • r/finance
    • r/filmmaking
    • r/nursing

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Looking for more info?

In Social, Sometimes the Best Advice is to Shut Up and Listen

David Tyler, Rochester Institute of Technology

Using Reddit to Inform Your Content Strategy

Steve App, Campus Sonar

The Punishing Ecstasy of Being a Reddit Moderator

Robert Peck, WIRED Magazine

An Interview with the Student Who Analyzed 2,374 College Emails on Reddit

Joel Anderson, Waybetter Marketing

The Social Listening Handbook

Liz Gross, Campus Sonar

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Need help?

Campus Sonar combines experienced data analysts with enterprise-level social listening software. We’ll filter out the noise and help you find the conversations that matter.

Stephen App

sapp@campussonar.com

Get these slides: http://info.campussonar.com/nscec

@stephenapp @CampusSonar #NSCEC19

References

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The Enrollment Marketer's Guide to Reddit - Google Slides