aacrao sem conference: how to use social communities to build relationships and transform your...

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


Speaker: Dana Grennier, MSOE

Director of Digital Marketing

Email: [email protected]

LinkedIn:linkedin.com/in/danagrennier

Twitter: @danagrennier

Web:admissions.msoe.edu

mailto:[email protected]

http://www.linkedin.com/in/danagrennier

https://twitter.com/DanaGrennier

http://admissions.msoe.edu/


Speaker: James Davidson, 7Summits

Vice President Digital Strategy

Email:[email protected]

LinkedIn:linkedin.com/in/jamesdavidson79

Twitter:@Jdavidson

Web:7summitsagency.com




http://www.linkedin.com/in/jamesdavidson79

https://twitter.com/jdavidson

http://www.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


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

source:%20http://www.bazaarvoice.com/files/whitepapers/BV_whitepaper_millenials.pdf

http://www.onlinecolleges.net/2012/08/09/social-media-and-college-admissions/


the biggest from to shift in a generation

From

Information HoardingWeb Sites/Portal

ManagementEmailCRM

Baby BoomersUI

Noise

ToInformation SharingIntegrated Social SitesEngagementCollaborationCommunityMillennial’sUXInsights


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


Popular Examples include:

• Apple Support Communities

• Yahoo Answers

• WebMD Communities

Popular Examples include:

• Facebook

• LinkedIn

• Twitter

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


Proliferation of Digital Destinations

MSOE.edu

Visit MSOE

Admissions

Blogs

Micro Sites

Facebook

Twitter

Student Portals

Virtual Tour

ResearchLinkedIn

Athletics

Groups


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!!!!

Student Needs Misunderstood

?


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.

?


Communications Misaligned

High School Students

E-mailPrint Phone Social Media Mobile

Communication Channels

MSOE Admissions

Decrease in effectiveness


3rd Level

2nd Level

1st Level

MSOE.eduHome

4th Admissions

Admissions was too many levels removed

Building Bridge


Strategy - “What’s Most Important”


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


MSOE Admissions Opportunity

AdmissionsWebsite

AdmissionsCommunity

Evolution Revolution

AdmissionsWebsite

ORSocial Media

+


Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU

https://www.youtube.com/watch?v=ANJ4ZjuEUhU

https://www.youtube.com/watch?v=ANJ4ZjuEUhU

http://youtube.com/v/ANJ4ZjuEUhU


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


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


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


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


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!


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


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%


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


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.

http://www.onlineuniversities.com/blog/2012/02/the-10-most-innovative-colleges-in-the-country/

What’s Next


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


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


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.


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

Thank you

http://www.7summitsagency.com/

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https://twitter.com/7SummitsAgency

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