How to Growth Hack Your CRM to Increase Student Sign-Ups and Digital Engagement
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Transcript of How to Growth Hack Your CRM to Increase Student Sign-Ups and Digital Engagement
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How to Growth Hack Your CRM to Increase Student Sign-Ups and
Digital Engagement
Jon Hinderliter
Levi LockeAssistant Director
CRM Administrator
University Marketing and CommunicationsUniversity of Missouri–St. Louis
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University of Missouri-St. Louis
• Public research university• Over 16,000 students
• 13,569 undergraduate• 3,068 graduate• 172 professional
• 83% from St. Louis region (88% from Missouri)
• Founded in 1963
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What do you want to grow?
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UMSL Day Open House
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What is growth hacking?
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Growth hacking are marketing techniques from startups
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Hotmail – PS: I Love You. Get Your Free Email at Hotmail
DropBox- Friend joins, increase storage size
AirBnB – Craigslist cross-listing via API
Twitter – Follower of 5-10 account likely to become long-term user
Mailbox – Waiting list queue
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Creative solutions based on data analytics that grow the marketing funnel
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Prospective Students
100 Freshmen applicants
53 admitted
✓21 enrolled
100 Transfer applicants
70 admitted
✓55 enrolled
60% loss
59% loss 21% loss
College fairs, open house registrations, campus tours, web forms, inquiries…
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CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list12. ACT Purchased
List13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit22. Transfer Piece
23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
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The “Aha!” Moment
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Campus Tours happen almost DAILY
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Twitter – Social network
Quora – Question and answer site
Grouper – 3:3 dating site
User onboarding
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Biggest takeaway reduce the initial barrier to entry
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Where does the data go?
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Web
API
CRM
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Campus tour track part 1
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Campus Tour track part 2
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First 3 months
increase of 37%
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Largest campus tour attendance in school history
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CRM Source Data
1. Application Import2. Exam Scores3. Friend or Family4. Undergraduate
Inquiry IP5. E-Mail6. Campus Tour7. Web8. UMSL Day
Registration Page
9. ACT Test Score10. HS/College
Faculty/Staff11. CBSS Prospect list
12. ACT Purchased List
13. Advanced Credit14. College day/night
program15. Recruiter visited
high school16. Recruiter visited
my college17. Phone-When a
student calls us18. College Fair19. Radio ad20. Special Events21. College Visit
22. Transfer Piece23. Newspaper ad24. SAT25. Pi Theta Kappa
bought list26. UMSL Day Walk-in27. NextStep
purchased list28. Group Tour29. Inquiry from
Preview
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But is it still popular with teens?
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Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
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Does Facebook still matter?
Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook
% of Twitter users who…
N/A 53 34 39 90
% of Instagram users who…
53 N/A 37 30 93
% of Pinterestusers who…
29 31 N/A 29 87
% of LinkedInusers who…
31 24 28 N/A 83
% of Facebook users who…
22 23 25 25 N/A
Pew Research Center’s Internet Project August Tracking Survey, August 07-September 16,2013.
% of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
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Facebook Snapchat Twitter Instagram LinkedIn
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How do we find them?
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Facebook marketing
Custom audiencesLikely audiences
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Facebook custom audiences
CRM Facebook
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Prospective Students
CRM Facebook
Prospect
Applied
Admitted
Enrolled
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Similar Facebook users based on our CRM data
Facebook does the matching based on their meta-data understanding of their users
Example: 300 students that signed up for a Fall UMSL Day becomes 420,000 people in MO & IL age 17-25
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Facebook likely audienceFall 2014 ProspectsFall 2013 AppliedUMSL Day Registrations 2012UMSL Day Registrations 2013UMSL Day Registrations 2014
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UMSL Day Open House
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How to start your own growth hacking engine
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Think outside the edu-verse
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Everything is a remix
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Questions?