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Get Social! Hashtag: @aacrao Speaker: Dana Grennier, MSOE Director of Digital Marketing LinkedIn: linkedin.com/in/danagrennier Web: admissions.msoe.edu admissions.msoe.edu
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AACRAO SEM Conference:How to Use Social Communities to Build Relationships and Transform Your Enrollment Experience
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
–“A new class of company is emerging – one that uses collaborative technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners and suppliers....”
Mckinsey Global Institute“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
SOCIAL MEDIA IS DISRUPTING BUSINESS
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Speaker: Dana Grennier, MSOE
Director of Digital Marketing
Email: [email protected]
LinkedIn:linkedin.com/in/danagrennier
Twitter: @danagrennier
Web:admissions.msoe.edu
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
the biggest from to shift in a generation
From
Information HoardingWeb Sites/Portal
ManagementEmailCRM
Baby BoomersUI
Noise
ToInformation SharingIntegrated Social SitesEngagementCollaborationCommunityMillennial’sUXInsights
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
People Behave Socially
MSOE Admissions Opportunity?
Facebook LinkedIn
PersonallySocial
ProfessionallySocial
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Popular Examples include:
• Apple Support Communities
• Yahoo Answers
• WebMD Communities
Popular Examples include:
Online Community 101Social Network vs. Online Community
Social Network Online Community
The primary purpose of social networks & online communities is different
Business Objectives
Relationships Primary Purpose
Before Bridge
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Proliferation of Digital Destinations
MSOE.edu
Visit MSOE
Admissions
Blogs
Micro Sites
Student Portals
Virtual Tour
ResearchLinkedIn
Athletics
Groups
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Number and Complexity of Systems
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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!!!!
Student Needs Misunderstood
?
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Parents Needs Misunderstood
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.
?
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Communications Misaligned
High School Students
E-mailPrint Phone Social Media Mobile
Communication Channels
MSOE Admissions
Decrease in effectiveness
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
3rd Level
2nd Level
1st Level
MSOE.eduHome
4th Admissions
Admissions was too many levels removed
Building Bridge
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Strategy - “What’s Most Important”
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
MSOE Admissions Opportunity
AdmissionsWebsite
AdmissionsCommunity
Evolution Revolution
AdmissionsWebsite
ORSocial Media
+
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
3. Integrated Application Form• Register, sign in and apply with
• 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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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!
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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 Admissions
Community
Communication Channels
Conversations & Information
Business Value Delivered
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Business Value & Results
SOURCE: Jive customer survey, (November 2012)
30%Admissions teamproductivity
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 enrollment2XEnrollment Numbers
OutboundCall 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%
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
And there’s more…Deeper insight into MSOE fit per student, did affect stronger
matriculation rateMade admissions more accessible and convenient by reducing
communication and operational friction in the processProvided an experience people liked spending time with by getting to
know what matters to them and serving those needsBuilt MSOE brand preference by fostering relationships with prospective
and enrolled students, faculty and alumniKept MSOE top of mind and relevant with more brand involvement and
touch pointsMultiple tiers of increasing involvement, gamification and "stickiness"
creates smaller commitments that made larger commitment easier
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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
First Place in Forrester Groundswell Award 2013 Social Depth B2C Category.
What’s Next
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Engaging Students across the Continuum
MSOE Online CommunityOpportunity?
Facebook LinkedIn
PersonallySocial
ProfessionallySocial
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Social Business Conceptual ModelStudent Lifecycle Process / Context
Awareness / Inquiry Prospective Student Student Graduate Alumni
System of Use
CommunityWebsite
Systems of Record
High School Teachers, etc Business Partners Faculty and StaffSupporting
Stakeholders
ERP CRM Desktop and Network Drives BlackboardCMS
+
Getting Started
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
Things you will need to accept
• A community is alive and needs to be nurtured
• 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.
Get Social! Hashtag: #AACRAO– Mention @msoe @7summitsagency @aacrao
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