Social Networks and Student Enrollment

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Published on November 8, 2009

Author: andrewcareaga

Source: slideshare.net

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Slideshow from half-day workshop, "Social Networks and Student Enrollment," presented at AACRAO's 19th Annual Strategic Enrollment Management Conference, Nov. 8, 2009, Dallas, Texas.

Social Networks andStudent Enrollment An integrated approach Presented by: @andrewcareaga @MissouriSandT #AACRAOSEMXIX Nov. 8, 2009

What is social media? Why does it matter? Why should you use it? How can you use it? Have fun! Our goals today

What is your digital IQ?

‘a shift in how people discover, read and share news, information and content’ – Wikipediauser-generated content‘architecture of participation’What is social media?

‘a shift in how people discover, read and share news, information and content’ – Wikipedia

user-generated content

‘architecture of participation’

Types of social media

Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )

Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )

User-generated content:a brief history

Groundswell social media ladder How people use social media Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)

Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm

Social media usageages 18-24Source: www.forrester.com/Groundswell/profile_tool.html

In a revolution, kings lose their heads.

… therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996

Social media: the realmof the digital peasants

A few of my friends

‘Twitter is about approach, transparency and immediacy.’ Jack Dorsey, co-founder of Twitter (and Missouri S&T alum) :)



Jack Dorsey has more followers on Twitter (1,300,585) than The New York Times has subscribers (1,039,031)

http://www.youtube.com/watch?v=sIFYPQjYhv8

The real digital divide:immigrants vs. natives

Preferences for learning, workingSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)

95% spend time with friends face to face 88% talk to friends on a landline 67% talk to friends on a cell phone 65% send email to friends 61% use social networking sites 60% of online teens send instant messages to friends 58% send text messages to friends Source: Pew Internet & American Life Project How teens communicate

It’s not just teens; it’s parents 90 percent of parents use the web to select a college for their children 84 percent prefer email communication with a college or university 76 percent prefer follow-up by mail (letter, brochure) 5 percent looked at a campus’s MySpace page Source: Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students , cited in Joe Dysart “90 percent of parents choose their kids’ colleges on the web,” TodaysCampus.com, Nov. 4, 2009



‘Trust ranking’ of recruitment efforts Levels of trustSource: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009

What is (insert latest social media service here) Why ______________ is silly Why ______________ is cool Hey, look what famous celebrity is using ___________ ! The dark side of _______________ ____________ doesn’t live up to its promise Hey, whatever happened to ____________ ? The rise and fall of social media(according to mainstream media)

Time spent on social networking sites has tripled in the past year Source: Nielsen Social networks: the big three



How do you leverage social media for student recruitment?

First, discoverwhat’s already working

Campus visits/summer camps More than 70% apply About 61% enroll 26% of 2009 freshmen attended at least one summer program Tele-counseling Increases attendance at high school visits, receptions, etc. Consistent, frequent communication Relationship building What works at Missouri S&T?Highest-yielding enrollment activities

Enrollment Management communications plan 14-18 contacts or communications per prospective student 21-27 for minorities or women 28-36 for minority women Other university outreach Public relations activities Design team, alumni events Athletics recruitment Social media  Communication + relationships

Amplify your advocate networkListen and engageReach out3 steps to social network success

Amplify your advocate network

Listen and engage

Reach out

Amplifyyour networks

Social media in S&T’s communications workflow

Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

Social web callouts:1,387 colleges/universitiesSource: BlueFuego.com, “Social Web Callouts: 6-month research,” Aug. 3, 2009

Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

The power of ampli-fication

Listen and engage

Listen andengage ‘Something as simple as a status update that ties to an emotional time in new, current, and former students lives seems to resonate.’ Rachel Reuben, director of web communication, SUNY New Paltz doteduguru.com blogger

Promote events Share news Share images and video Encourage interaction What can you do with a Facebook group or fan page?

Promote events What can you do with a Facebook group or fan page?

Share news What can you do with a Facebook group or fan page?

Share images What can you do with a Facebook group or fan page?

Encourage interaction What can you do with a Facebook group or fan page?

Promote eventsShare newsShare images and videoEncourage interactionWhat can you do with a Twitter account?

Promote events

Share news

Share images and video

Encourage interaction

Teens don’t Tweet?

‘[N]ow comScore tells us that kids used to hate Twitter, but they don't anymore.’ Source: Dan Frommer, “Actually, kids don’t hate Twitter anymore,” BusinessInsider.com, Aug. 26, 2009 Teens don’t Tweet?

ZinchUnigoCappexSocial networks for prospective students

Zinch

Unigo

Cappex

Internal social networks

AudienceWho?Where do they go?ContentWhat is being read?What is of interest?Engagement and actionSource: Jen Evans and Michael Procopio, “From Talk to Action” (sequentiaenvironics.com) Measurement

Audience

Who?

Where do they go?

Content

What is being read?

What is of interest?

Engagement and action

Facebook fan page audience

More insights from Facebook

Measuring content: Twitter

Measuring content: Twitter

Clicks on ‘Keister bomb’

They’re clicking, but…are they interacting?

They’re clicking, but…are they interacting? Numbers aren’t everything

Facebook: audience engagement

Facebook: audience engagement

Likes/post (as a % of fans) Comments/post (as a % of fans) Total engagement = A+B/# of fans Facebook: audience engagementthe BlueFuego formula

Analyzing social media traffic

Analyzing social media traffic

How to engage? When to engage? Who’s in charge? Social media guidelines

First – learn about social media Integrate into your existing communications strategy Which tools work for you? Collaborate – don’t compete Clarify account ownership Get necessary approvals Define critical vs. non-critical content Understand your liability Social media guidelines

Protect your students Protect your account Be ethical Be open (don’t try to suppress content) And finally… Social media guidelines

Don’t be like them

Resources: books and blogs The Cluetrain Manifesto, Rick Levine, Christopher Locke, Doc Searles, David Weinberger (www.cluetrain.com) Groundswell, Josh Bernoff and Charlene Li The New Rules of Marketing and PR, David Meerman Scott Wikinomics, Don Tapscott Blogs BlogHighEd.org CollegeWebEditor.com doteduguru.com

Andrew Careaga Director of Communications Missouri University of Science and Technology acareaga@mst.edu @andrewcareaga www.twitter.com/andrewcareaga http://highered.prblogs.org Find this slideshow at http://slideshare.net/andrewcareaga Thank you!

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