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Pero llegar a los estudiantes hoy requiere m\u00e1s que campa\u00f1as pulidas. Requiere relevancia, rapidez y contenido que se sienta hecho en el campus, no en el corporativo.<\/p>\n<p>Ah\u00ed es donde entran los Student Marketing Directors (SMD) de Follett. En 20 universidades, los estudiantes crean y publican contenido pensado para conectar con sus compa\u00f1eros. El programa ya era s\u00f3lido, pero tras bambalinas, gestionar y medir el desempe\u00f1o se estaba volviendo insostenible.<\/p>\n<p>Con una red creciente de creadores estudiantes y decenas de cuentas que atender, Follett necesitaba una mejor forma de mantener la consistencia de marca sin que el contenido perdiera autenticidad ni su toque local. 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Los insights que antes tomaban horas en compilarse ahora est\u00e1n disponibles en minutos.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Puedo sacar ese reporte en cuesti\u00f3n de minutos.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia, Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>La prueba de que el contenido estudiantil aut\u00e9ntico supera a la publicidad tradicional<\/h2>\n<p>Con los reportes manuales reducidos de forma dr\u00e1stica, el equipo gan\u00f3 libertad para enfocarse en el desempe\u00f1o y la experimentaci\u00f3n creativa. Los datos dejaron algo claro: el contenido aut\u00e9ntico creado por estudiantes super\u00f3 de forma constante a los anuncios de estudio tradicionales y a las campa\u00f1as pagadas.<\/p>\n<p>\u201cEste contenido org\u00e1nico creado por estudiantes es el mejor contenido que tenemos como empresa. 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Esta herramienta nos ayuda a demostrar el \u00e9xito del programa a nuestro CEO y a la direcci\u00f3n cada mes.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia, Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Un modelo escalable para el engagement digital-first en el campus<\/h2>\n<p>Hoy, Follett opera un programa social de alto rendimiento, impulsado por estudiantes y basado en la visibilidad, la eficiencia y un impacto medible. Lo que antes era un proceso lleno de hojas de c\u00e1lculo se convirti\u00f3 en un sistema \u00e1gil que impulsa tanto el crecimiento de la marca como el desarrollo de los estudiantes.<\/p>\n<p>\u201cLa mayor\u00eda de nuestros SMD nunca hab\u00eda usado una herramienta de gesti\u00f3n de redes sociales\u2026 hablamos de darles experiencia real\u2026 pueden ponerlo en su curr\u00edculum y en su portafolio\u201d, dijo Kelso.<\/p>\n<p>Al combinar storytelling aut\u00e9ntico del campus con anal\u00edtica unificada y flujos de trabajo \u00e1giles, Follett Higher Education cre\u00f3 un motor de crecimiento escalable que aumenta el tr\u00e1fico en las librer\u00edas, fortalece la lealtad en el campus y prepara a la pr\u00f3xima generaci\u00f3n de profesionales de marketing.<\/p>\n"}],"content_builder_clone":{"content_builder":[{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<p>Follett Higher Education apoya a librer\u00edas universitarias en todo Estados Unidos y ayuda a los estudiantes a acceder al equipo, los materiales y los art\u00edculos esenciales que necesitan durante todo el a\u00f1o escolar. 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Sin una plataforma centralizada, dar seguimiento al desempe\u00f1o implicaba entrar a cada perfil, uno por uno, y luego compilar los resultados a mano.<\/p>\n<p>\u00abDe verdad no ten\u00eda ninguna visibilidad de c\u00f3mo iba el programa, a menos que pasara incontables horas cada semana entrando a cada perfil y haciendo las cuentas a mano.\u00bb (Kelso Imboden-Brown, Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia en Follett Higher Education)<\/p>\n<p>El tiempo dedicado a los reportes le quitaba foco a la estrategia y al crecimiento del programa. Y como las plataformas sociales nativas solo ofrec\u00edan datos hist\u00f3ricos limitados, era dif\u00edcil comparar resultados a\u00f1o con a\u00f1o. Esa es una necesidad cr\u00edtica para un negocio marcado por los ciclos de temporada del calendario acad\u00e9mico.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Antes de esta herramienta, no ten\u00eda ning\u00fan dato hist\u00f3rico\u2026 solo pod\u00eda ver 90 d\u00edas atr\u00e1s. As\u00ed que no pod\u00eda decir c\u00f3mo nos fue el a\u00f1o pasado en el regreso a clases.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia, Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Emplifi como copiloto inteligente<\/h2>\n<p>Cuando Follett adopt\u00f3 Emplifi, la plataforma se convirti\u00f3 r\u00e1pidamente en el centro de la estrategia, la publicaci\u00f3n en redes sociales y los reportes de todo el programa. 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Los insights que antes tomaban horas en compilarse ahora est\u00e1n disponibles en minutos.<\/p>\n"},{"acf_fc_layout":"quote","quote":"Puedo sacar ese reporte en cuesti\u00f3n de minutos.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia, Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>La prueba de que el contenido estudiantil aut\u00e9ntico supera a la publicidad tradicional<\/h2>\n<p>Con los reportes manuales reducidos de forma dr\u00e1stica, el equipo gan\u00f3 libertad para enfocarse en el desempe\u00f1o y la experimentaci\u00f3n creativa. Los datos dejaron algo claro: el contenido aut\u00e9ntico creado por estudiantes super\u00f3 de forma constante a los anuncios de estudio tradicionales y a las campa\u00f1as pagadas.<\/p>\n<p>\u201cEste contenido org\u00e1nico creado por estudiantes es el mejor contenido que tenemos como empresa. 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Esta herramienta nos ayuda a demostrar el \u00e9xito del programa a nuestro CEO y a la direcci\u00f3n cada mes.","quote_author":"Kelso Imboden-Brown","quote_author_description":" Gerente S\u00e9nior de Redes Sociales y Operaciones de Estrategia, Follett Higher Education"},{"acf_fc_layout":"wysiwyg","wysiwyg_background_color":"white","wysiwyg":"<h2>Un modelo escalable para el engagement digital-first en el campus<\/h2>\n<p>Hoy, Follett opera un programa social de alto rendimiento, impulsado por estudiantes y basado en la visibilidad, la eficiencia y un impacto medible. Lo que antes era un proceso lleno de hojas de c\u00e1lculo se convirti\u00f3 en un sistema \u00e1gil que impulsa tanto el crecimiento de la marca como el desarrollo de los estudiantes.<\/p>\n<p>\u201cLa mayor\u00eda de nuestros SMD nunca hab\u00eda usado una herramienta de gesti\u00f3n de redes sociales\u2026 hablamos de darles experiencia real\u2026 pueden ponerlo en su curr\u00edculum y en su portafolio\u201d, dijo Kelso.<\/p>\n<p>Al combinar storytelling aut\u00e9ntico del campus con anal\u00edtica unificada y flujos de trabajo \u00e1giles, Follett Higher Education cre\u00f3 un motor de crecimiento escalable que aumenta el tr\u00e1fico en las librer\u00edas, fortalece la lealtad en el campus y prepara a la pr\u00f3xima generaci\u00f3n de profesionales de marketing.<\/p>\n"}]},"customer_sidebar_group":{"show_section":true,"sidebar_contents":[{"icon":{"ID":13932,"id":13932,"title":"Case Study Icon 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