MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build...
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Transcript of MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build...
Online Social Communities: How to build relationships with students (and Parents) 7.12.13
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Social Media is Disrupting Business
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Speaker: Dana Grennier, MSOE
Director of Digital Marketing
Email: [email protected]
LinkedIn: linkedin.com/in/danagrennier
Twitter: @danagrennier
Web: admissions.msoe.edu
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Speaker: James Davidson, 7Summits
Vice President Digital Strategy
Email: [email protected]
LinkedIn: linkedin.com/in/jamesdavidson79
Twitter: @Jdavidson
Web: 7summitsagency.com
agenda
• Before Bridge (Context) • The Media Shift • Building Bridge • Business Value Delivered • What’s Next • Getting Started
• The Media Shift • Before Bridge • Building Bridge • Business Value Delivered • What’s Next • Getting Started
The Media Shift
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Key Trends and Concepts
• Social media is the default state and media for Millennials1
• They rely on user generated content for major life and financial decisions1
• Millennials share good and bad information freely (living life out loud) 1
• They place a high value on reputation derived from social media 1
• Millennials absorb and manage information differently than other generations1
• Universities that create their own open communities have a much greater degree of credibility with Millennials 2
• Social business enablement in higher education demonstrates an immediate, measurable impact on engagement and reputation 2
Sources: 1Bazaarvoice. 2 Onlinecolleges.net
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Social Media represents the biggest shift > in a generation
information hoarding
management
databases
baby boomers
user interfaces
shotgun marketing
thought leadership
engagement
collaboration
community
millennials
user experience
personalization
vs
vs
vs
vs
vs
vs
vs
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People Behave Socially
MSOE Admissions Opportunity?
Facebook LinkedIn
Personally Social
Professionally Social
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
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Popular Examples include:
• Apple Support Forums
• Yahoo Answers
• WebMD Communities
Popular Examples include:
Online Community 101 Social Network vs. Online Community
Social Network Online Community
The primary purpose of social networks & online communities is different
Business Objectives
P Primary Purpose Relationships
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What is a Online Community?
An interactive, often gated website or part of a website that is typically owned by an organization. It leverages social software technologies (blogs, forums, groups, etc.) to enable interaction between people on topics of mutual interest.
What it is NOT? - Customer service website - E-commerce site - General use of social media tools (e.g. twitter, Facebook)
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Online Community 101 Social Network vs. Online Community
Social Network Online Community
Relationships connect members Interests connect members
Highest contributors not recognized Highest contributors recognized (badges/brand advocates)
All User Generated Content (UGC) Controlled content: Blogs, articles, industry updates, images, infographics etc.
Visual image/video driven Content driven
Conversation within threads, posts, streams Discussion forums
Profile info: User Generated Content (UGC) Profile info: Business determines member registration info based on community objectives
People have one overall social network People can belong to multiple communities based on different interests
Brands cannot collect fan contact info Business collects member contact info (email etc.)
Before Bridge
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Proliferation of Digital Destinations
MSOE.edu
Visit MSOE
Admissions
Blogs
Micro Sites
Student Portals
Virtual Tour
Research LinkedIn
Athletics
Groups
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Number and Complexity of Systems
High School Students
• I'm Confused! • What do you expect me to do? • Stop calling me!!! • When do I need to pay? • Can I talk to someone like me? • What's life like in Milwaukee? • What project work can I do?
Admission Counselors
• I thought you liked our college.
• You need to fill out your application.
• You are never around when I call.
• Didn't you read my letter?
• You should visit campus.
• The city is great! You should visit campus.
• Tons. Come and visit campus!!!!
There was a desire for communication but we were not communicating in each other's chosen media. We were disconnected and, worst of all we didn't understand WHY.
Student Needs Misunderstood
?
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Parents Needs Misunderstood The “helicopter parents” were turning into Velcro parents. We communicated
the same information over and over again.
Parents
• Will my child fit in? • How much does this cost? • Is Milwaukee safe? • My bird is leaving the nest... • What is the placement rate and starting
salary of an MSOE grad?
Admission Counselors
• Best way to find out is to visit. • Here is the weblink. • Yes, why don't you visit? • May I speak with him/her? • We have great starting salary and
placement rate data for our grads.
?
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Communications Misaligned
High School Students
E-mail Print Phone Social Media Mobile
Communication Channels
MSOE Admissions
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3rd Level
2nd Level
1st Level
MSOE.edu Home
4th Admissions
Admissions was too many levels removed
Building Bridge
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Strategy - “What’s Most Important”
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Consider School
Research School Options
Inquiry
Application
Acceptance
1st deposit
2nd Deposit
Enrolled/ Matriculated
Active Student
Seek & Find Employment
Graduate
Alumni
Awareness / Reputation
(“unidentified prospects”)
Relevancy (“named prospects”)
Engage / Retain
Thinking about being a student
Which school should I go to?
I should consider MSOE
Where do I stand? Is it right for me?
I can go – but is it my best option?
I’m considering
I’m intending to go
I’m there
I’m staying
I’m Preparing for my Career
I’m Starting my Career
I’m Sharing My Success Story
Stud
ent L
ifecy
cle
Focus Areas: Drive Impact Across Student Life Cycle
Our Focus with Bridge
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MSOE Admissions Opportunity
Admissions Website
Admissions Community
Evolution Revolution
Admissions Website
OR Social Media
+
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Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU
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1. Dedicated Admission Website
• Young, fresh feel
• Ability to find what you are looking for quickly
• Ability to appear more social from the first impression
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2. Open Forums and Discussions
• Questions can be asked any time
• Answers can be provided by anyone
• Find out what others are interested in
• Confirm deeper fit through real insights
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3. Integrated Application Form
• Register, sign in and apply with Facebook
• LinkedIn style completeness gauge drove more application form submits
• Application integrated with back office ERP improved analytics (Jenzabar)
• Allowed admissions counselors to see who started the application but did not submit
• Streamlined internal processes
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4. Profile and Progress Tracker
• Students and parents can see what the next steps are in the admission process
• Private area to communicate with admission counselor
• To Do list available and updated due to data integration
• Badges earned as they move through the process
• Streamlined Notifcations
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5. Mobile Accessibly
• Able to interact with community on the go
• Find things quick and easily
• Show off to your friends and family
• Share your acceptance to MSOE with your social networks = Word of Mouth Marketing!
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What’s worked for us
• Website promotion
• Event promotion
• Marketing integration
• Email and social media announcements
Bridge provides an integrated channel for MSOE to interact with our prospects, students and faculty with each other
Social Media
Face to Face Phone Web Bridge
Community
Communication Channels
Conversations & Information
Business Value Delivered
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Business Value & Results
SOURCE: Jive customer survey, (November 2012)
30% Admissions team productivity
Admission counselors spent less time chasing the student and more time interacting with them increasing productivity 30%.
Deposit Melt Overall accepted student summer melt decreased by 5% over the last three years.
5%
Electrical engineering saw almost double enrollment 2X Enrollment Numbers
Outbound Call volume
Admission counselors reduced volume by 66% freeing up time to interact with prospective students in community.
66%
Reached ‘13 application goal nine months early and acceptance goal five months early. 7000+ registered members and growing!
Application and acceptance goal
Application turnaround time
Admission counselors spent less time chasing documents down. We went from months to weeks!
Our retention rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!)
Accepted to Deposit
8%
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And there’s more…
Deeper insight into MSOE fit per student, did affect stronger matriculation rate
Made admissions more accessible and convenient by reducing communication and operational friction in the process
Provided an experience people liked spending time with by getting to know what matters to them and serving those needs
Built MSOE brand preference by fostering relationships with prospective and enrolled students, faculty and alumni
Kept MSOE top of mind and relevant with more brand involvement and touch points
Multiple tiers of increasing involvement, gamification and "stickiness" creates smaller commitments that made larger commitment easier
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So what did users think? “The MSOE Bridge is a unique program that I have just used for about a week and I have already grown to love it. It helps me to connect with college students and college staff/faculty. I am just a junior in high school and this Bridge program provides me with early college preparatory skills!” Gerald S, High School Student, Hawaii
"Bridge allows future and currents students to connect with one another as well as professors and administration. It is like MSOE’s very own Facebook! It is great for connecting with friends, holding group discussions, posting announcements and events, or simply posting about anything!" Brianna S, Incoming freshmen Fall 2013
"A bridge is defined as a structure built to carry a road or path across a river or other obstacle. MSOE Bridge in my opinion has been an extended hand of support (many hands actually) providing passage through an unfamiliar terrain. There hasn't been anything left for us to figure out on our own. We have felt welcomed from our very first contact with MSOE and are very pleased to be a part of your family. After all, communication equals success.“ Bridget R, MSOE Parent
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Industry Recognition
W3 Best in Show, Silver General Website Categories – School/University Sites
MSOE Ranked #5 out of 10 Most Innovative Colleges in the Country
University Standard of Excellence Award
For the first the ever Bridge was cited as non academic differentiator for MSOE
What’s Next
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Engaging Students across the Continuum
MSOE Online Community Opportunity? Facebook LinkedIn
Personally Social
Professionally Social
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
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Social Business Conceptual Model Student Lifecycle Process / Context
Awareness / Inquiry Prospective Student Student Graduate Alumni
System of Use
Community Website
Systems of Record
High School Teachers, etc Business Partners Faculty and Staff Supporting
Stakeholders
ERP CRM Desktop and Network Drives Blackboard CMS
+
Getting Started
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Things you will need to accept
• Not everyone will participate on the same level.
• You will need to let go of some of the control.
• A community is alive. You cannot set up and ignore.
• It will impact more than your web interface.
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Getting Started
Finalize goals and objectives
Develop a comprehensive strategy for social media
Establish cross-functional steering group to establish executive ownership, coordinate activities and manage resources
Pinpoint some quick win opportunities in context of overall vision
Identify and track key success measures