all things electronic
DESCRIPTION
Presentation given at the Aslanian Group spring workshop in Chicago on May 29, 2008TRANSCRIPT
All Things Electronic.
Recruiting in the Interactive Age
Interactive Recruiting Solutions
Email, Blogs, Social NetworksSearch Campaigns, Campus Visits
Student Recruitment Manager (SRM)
Millennials +the Internet =_________ ???
GI Generation (84-107)Silent Generation (66-83)Baby-Boomers (48-65)Generation X (27-47)
Millennials (5-26)New Silent Generation (0-4)
The Next Adult Generation
Born in 1982 “New Silent Generation”
College, Work, Family, etc.
High School
Elementary School
Boomer Parents GenX Parents
E-Expectations of Adults.
Noel-Nevitz, 2007
64%Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
Activity Do WantFinancial Aid Estimator 27% 93%Request Campus Visit 18% 80%Completed RSVP Form 20% 77%Emailed Current Student 13% 71%Read Faculty Blog 16% 72%IM with Admissions 13% 68%Read Student Blog 19% 66%Downloaded Podcast 6% 41%Downloaded Video Podcast 6% 38%Online Chat Event 11% 35%
College Website Activity Discrepancies
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
TakeawayPreference for Electronic Communication
Want Details on Cost and Financial Aid
Desire to Connect with Students and Faculty
Use “New” Communication Tools (Blog & IM)
Generational Differences
Pew Internet and American Life, 2005
0
25
50
75
100
12-17 18-28 29-40 41-50 51-59 60-69 70+
Send Email Instant Message Research a School Text Message Read Blogs
Generational Online Activity Differences
Forrester Research, Inc. 2007 — Groundswell
Forrester Research, Inc. 2007 — Groundswell
Forrester Research, Inc. 2007 — Groundswell
Social Technographic
Ladder
Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
FemalesMales
Top 10 Web Sites Ages 17-25Youth Trends and eMarketer.com, October 2006
2.0
Sharing & ConnectingWeb 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
64%Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
Marketing Immunity3,000-5,000 Daily Messages
Neurological Blockaides
Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
0.0 1.0 1.5 2.0
Recruiting Revolutions
In the Beginning
Admissions as Paper-Processing
Department
Adult Enrollment Growth
Aggressive Marketing CampaignsBrochures, Catalogs, Corporate VisitsOpen House Programs, Outdoor Ads
The Internet
College WebsitesOnline Apps
Email CampaignsOnline Chats
Today
2.0 Recruiting Revolution You are no longer in control of the conversation.
who, when & how
It’s all about makingconnections online.Which is different from just being “interactive”
Website
Fix Your WebsiteStrong, consistent brand image
Focus on future customers
Obvious, consistent navigation (from home page)
Stories, not just facts
Highlight Differentiation
Update frequently (reason to return)
Transparency
Differentiation
Connections
Stories
Profiles
Tell Better StoriesStories not Stats. People not Programs.
Must be real, unique and recent.
Let “them” tell the story!
BTW: Can’t be authentic & have editorial control
BlogsOnline diary where readers may comment
on posts made on typically focused topics.
Blogs & DiariesEntries should be short
More than just text - add pictures!
Hire bloggers with interesting things to tell
Create expectations - don’t censor
Encourage interaction through comment posts
Offer RSS feed option
Social NetworkSingle location for sharing, connecting
and meeting online.
e.g. MySpace, Facebook, Beebo, Ning
Social NetworkingIt’s called MySpace, not YourSpace
Trend is away from MySpace -> Facebook
Encourage grad assistants to share info on their Facebook
Create your own college’s branded social site
(possibly replacing blogs & message boards)
MySpaceMore than 110 million unique users
Heavy emphasis on “fantasy”, multiple personalities
Showcases interests in music or film
1/2 of MySpace users are over 35 years old!
Age 18-24 make up only 17% of users
Transition to Facebook as students enter High School
Facebook60 million active users (250,000 new per day)
Begins with relationships & limits multiple personalities
6th highest trafficked site in USA
Fastest growth are those over 25 years old
Lots of free “applications” to enhance sharing
New focus on social advertising & brand sharing
IM“Instant Messaging”
Synchronous text conversations
Can also be audio or video too!
What’s So Unique About it?Compared to Email ... it’s realtime (synchronous)
Compared to the Phone ... it’s text onlyCompared to a Letter ... it’s very short
Compared to In-Person ... location doesn’t matter
Email What We Use to Talk to “Old People”
IMCasual Written
Conversations with Friends
Why They Choose One Over the OtherPew Internet & American Life Project, Teens and Technology, July 2005
Instant MessagingMake it an available option
It’s an Opportunity, not a Disruption
Use away message (include email address)
Promote screen name (bcards, website, etc.)
AIM at least (MSN & Yahoo as options)
PodcastDistributed Digital Media File
Often Audio & Sometimes Video
Ability to Subscribe & Automatically Receive
What makes it unique?The ability to subscribe to a “podcast show”
Receive new “shows” when they become available
Started around August 2004by Dave Winer & Adam Curry
MYTH DEBUNKEDDo I need an Apple iPod to listen to Podcasts?
You don’t even need a portable MP3 playerYou can listen to Podcasts on your computer
125,000Number of Podcasts Available in iTunes
Apple Quarterly Earnings Webcast, January 2008
Who’s Listening?22% Have Heard of Podcasting
11% Listen to Podcasts (27 million people)
50+% 35 Years or Younger
Arbitron, April 2006
What are Colleges Doing?Still in “testing” mode
Effectiveness is still unknown
Student Interviews/Roundtable DiscussionsWhat’s Happening on Campus
Sports, Music, Department TalkshowsEvents & Presentations On-Campus
PodcastingDo other things well first
Consider time to record, produce and host
Determine frequency you can commit to
Make it real (um’s and ah’s are ok)
Promote it on iTunes
Other Tips
Email CampaignsShort & sweet content
Strong, targeted call-to-action
“From” familiar to recipients
Obvious subject line - not cute
Limited HTML (or text-only)
Measure results & adjust accordingly
Embrace ParentsCollect their Name & Email Address
Get Student’s Permission, of course
Expect them and Embrace them at events
Invite them to online chats, blogs, etc.
Stage Better ExperiencesRecreate Campus Visits, Receptions and Events
Make them Memorable. Make them Interesting.
Set the Expectations. Understand Visitor’s Needs.
Customize the Visit When Possible.
Eliminate Negative Cues - Now!
Get Together with Undergraduate Admissions on This
Let go.Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking about you anyways.
Remember, they want to figure out the truth.
Remember, their parents are talking about you too.
If u do 1 thing
50/90%of Non-profit Institutions Follow-up with Prospect within a Month
(90% of For-profit institutions do so)Eduventures, 2006
Your Bookshelf
The Knowledge Centerknowledgecenter.targetx.com
All Things Electronic.
Recruiting in the Interactive Age