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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.
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Social Networks andStudent Enrollment
An integrated approach
Presented by:
@andrewcareaga@MissouriSandT
#AACRAOSEMXIXNov. 8, 2009
Our goals today
What is social media? Why does it matter?Why should you use it?How can you use it?Have fun!
What is your digital IQ?
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
NetworkingFacebookMySpaceTwitter
BloggingBloggerWordpressTypepad
BookmarkingDeliciousDiggStumbleUpon
Media sharingFlickrYouTubeSlideshare
CollaborationWikipedia
The magic behind it all: RSS
Changing channels:from mass market to social media Source: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )
Changing channels:from mass market to social media Source: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )
User-generated content:a brief history
How people use social media
Groundswell social media ladder
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)
digital natives prefer digital immigrants prefer
To receive info quickly from multiple sources
Controlled release of info from limited sources
Multitasking, parallel processing Single or focused tasks
Pictures, sounds, video before text
Often prefer to receive written info
Interacting in ‘real time’ Greater need for private and personal space for introspection
Learning that is instant, relevant and fun
Info presented linearly, logically and sequentially
Hyperlinked sources, user-generated content
How teens communicate
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
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
Levels of trustSource: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009
Campus website
Campus visit
Viewbook
High school counselors
Social networking sites
0 10 20 30 40 50 60 70 80 90 100
H.S. seniors
H.S. juniors
H.S. sophomores
‘Trust ranking’ of recruitment efforts
The rise and fall of social media(according to mainstream media)
1. What is (insert latest social media service here)2. Why ______________ is silly3. Why ______________ is cool4. Hey, look what famous celebrity is using ___________ !5. The dark side of _______________6. ____________ doesn’t live up to its promise7. Hey, whatever happened to ____________ ?
Social networks: the big three
Aug. '08 Aug. '090
2
4
6
8
10
12
14
16
18
Time spent on social networking sites has tripled in the past yearSource: Nielsen
MySpace
0 10 20 30 40 50 60 70 80 90 100
92.2
64.2
20.8
Unique visitors, Aug. 09(in millions)
How do you leverage social media for student recruitment?
First, discoverwhat’s already working
What works at Missouri S&T?Highest-yielding enrollment activities
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
communicationRelationship building
Communication + relationships
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
3 steps to social network success
Amplify your advocate network
Listen and engage
Reach out
Amplify your networks
‘Official’ Content:News releasesblog postsvideo
Distribution:RSS to news.mst.edu,Twitter,Facebook
Redistribution: By audiences via TwitterFacebookMainstream media
Social media in S&T’s communications workflow
The power of amplification
Connect with existing networks◦Current students◦Alumni◦Prospective students
Inform themInformation leads to
involvement and engagement
# of callouts
0 200 400 600
562
161
54
3 sites
2 sites
Main site
Social web callouts:1,387 colleges/universitiesSource: BlueFuego.com, “Social Web Callouts: 6-month research,” Aug. 3, 2009
The power of amplification
Connect with existing networks◦Current students◦Alumni◦Prospective students
Inform themInformation leads to
involvement and engagement
The power of amplification
Connect with existing networks◦Current students◦Alumni◦Prospective students
Inform themInformation leads to
involvement and engagement
The power of amplification
Connect with existing networks◦Current students◦Alumni◦Prospective students
Inform themInformation leads to
involvement and engagement
The power of ampli-fication
Listen and engage
Listen and
engage
‘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 Paltzdoteduguru.com blogger
What can you do with a Facebook group or fan page?
Promote eventsShare newsShare images
and videoEncourage
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 Twitter account?
Promote events
Share newsShare images
and videoEncourage
interaction
Teens don’t Tweet?
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
Social networks for prospective students
ZinchUnigoCappex
Internal social networks
Measurement
AudienceWho?Where do they
go? Content
What is being read?
What is of interest?
Engagement and action
Source: Jen Evans and Michael Procopio, “From Talk to Action”(sequentiaenvironics.com)
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
Facebook: audience engagementthe BlueFuego formula
A. Likes/post (as a % of fans)
B. Comments/post (as a % of fans)
Total engagement = A+B/# of fans
Analyzing social media traffic
Analyzing social media traffic
Social media guidelines
How to engage?When to engage?Who’s in charge?
Social media guidelines
First – learn about social mediaIntegrate into your existing
communications strategy◦Which tools work for you?
Collaborate – don’t competeClarify account ownershipGet necessary approvalsDefine critical vs. non-critical contentUnderstand your liability
Social media guidelines
Protect your studentsProtect your accountBe ethicalBe open (don’t try to
suppress content)And finally…
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 LiThe New Rules of Marketing and PR, David
Meerman ScottWikinomics, Don TapscottBlogs
BlogHighEd.orgCollegeWebEditor.comdoteduguru.com
Thank you!
Andrew CareagaDirector of CommunicationsMissouri University of Science and [email protected]@andrewcareagawww.twitter.com/andrewcareagahttp://highered.prblogs.orgFind this slideshow athttp://slideshare.net/andrewcareaga
