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Word Of Mouth:Turning Noise into Intelligence
Philomena MantellaSenior Vice President
Enrollment Management and Student Affairs
Northeastern University
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Assisted byKerry Salerno
Sr. Associate Director of Admissions Marketing and Communications
Seamus HarreysDean, Student Financial Services
Jillian DeTesoFinancial Aid Counselor
Anyone over 2 and under 30
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Word of Mouth
Consumer created marketing-relevant information
Also known as consumer generated media (CGM)
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Presentation Objectives
Create recognition of key shifts Create understanding of prevalence
and penetration of CGM in our markets
Be clear controlling it is not an option - don’t react to every post – attempt to get a handle on the tipping point
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Who is Talking? Prospective freshmen are the biggest
audience out there Current students talk about their
experiences Parents are biggest user of university
sponsored Blogs Alumni are reconnecting outside of the
web through WOM including /university sites/ Groups, classmates.com and other online community sources
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Who are they? “The Millennial
Student” iGeneration The Net Generation MyPod Generation Generation Next D.A.R.E. Generation Reality to Generation
Authenticity is the Holy Grail
The Freshman Mindset
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On an average day, 4% of internet users That’s 5 million people!!
Changes to Enrollment Management Stealth applicants (first contact is an application)
account for more than 40% of the applicant pool*
*Eric Hoover “The Rise of the Stealth Applicants” – The Chronicle of Higher Ed; March 31, 2006
College Search Alone
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“About two-thirds of all economic activity in the US is influenced by shared opinions about a product, brand or service.”
McKinsey Consulting 2005
www.researchandmarkets.com
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Unfiltered/unadulterated Perceived as highly credible and
authentic
It is what they know…
Online “chatter” is:
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Perception becomes reality at warp speed The starting point may define the direction
of the dialogue Its potential impact on our market is huge Yes, it is out of “our” control
Challenges of WOM
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University are largely focused tactically
Getting in the game: Creating Blogs Participating in the conversation Managing content
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Examples Online Omsbudsman
Engage student worker to monitor key blogs/boards who would provide factual information regarding NU online
Outreach Factual response to inaccuracies on the web to both
independent and commercial sites. Student blogs
not the answer unless they are genuine Community ambassadors
Use your insides
Buzz Generation With bloggers, community voices and websites owners to
provide interesting stories, similar to how we pitch PR
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The “real student” bloggers
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Market Response
Helpful and convenient university information
More parents than students Not perceived as “real” consumer
information “Flogs” versus Blogs
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What Should We Focus on? The tremendous influence, power and
speed of WOM
How we can better understand WOM
It’s impact on traditional marketing
How can we use it to improve our understanding of the University
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Influence, Power & Speed
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AOL HELL
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June 15, 2006
June 20, 2006
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June 24, 2006June 24, 2006
June 25, 2006June 25, 2006
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June 26, 2006
June 27, 2006
July 14, 2006
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Consequence or Concurrent AOL Impact
In the quarter that ended Sept. 30, AOL lost 2.5 million subscribers
Revenue declined 3 percent AOL abandoned its “pay-to-play” model,
is now trying to succeed as a free service in a very crowded marketplace
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Remember These:Traditional Media Readership
The New York Times 1.12M
The Washington Post 708,000
The Los Angeles Times 902,000
http://advertising.washpost.com/the_market/2005General.pdf
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“The New Influencers”
By Paul Gillin – Quill Book Spring 2007
Former Editor of Computerworld Magazine
Paul Gillin – www.paulgillin.com
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30 Million page
views per day
4 million page hits per month
300,000 downloads per month 400,00
million page
views in 2004
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WOM Power is Compounded
Given the prevalence and proliferation of sites discussing the consumer experience and the high usage by high school and the college age market…
WOM impact on Universities must be seriously considered
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What is Critical to Explore
How WOM creates a virtual reality of our university
How can it be used to gather market intelligence
How WOM can be used internally to create a deeper community understanding
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What we can learn
The strength of our brand A consumer perspective on academic and
student life What is driving students’ decisions? What starts the best (and worst)
conversations Where are our brand advocates Where/what de-brands our universities
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Transparency is not an option, it IS a reality of the
new world.
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What is OUR virtual reality?
And what can we do about it?
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What’s Out There?Information sites
Post information from various sources (that may or may not be
correct)
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The U: Have you seen your university’s
video?Sponsored by:
The WB and U.S. News & World Report
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Collegeconfidential.com
Average 300,000 visitors per month Founded to “demystify” the admissions
process College Counseling – specializing in Ivy
League and elite college counseling Staff has served as college counselors
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Conversation Starters
College Confidential conversations are often started by a parent interested in input on their student’s chances on getting accepted
livejournal.com
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02-28-2007, 08:18 PM College Confidential
#4
NJres Senior Member Join Date: Nov 2004Threads: Posts: 1,526
My opinion, impression, whatever you want to call it. What I mean is my view is not based on anything I have been told by NEU, but I get the distinct feeling that they use predictive models provided by fairly sophisticated enrollment consultants that consider a host of factors in an attempt to predict "what it will take" to induce a particular student to enroll. That is also weighed against what they want, so an applicant from an underrepresented state may get more merit money than a kid from Massachusetts. That would explain why their awards appear random to us, but in fact they are not random at all, the awards are highly calculated.
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Networking SitesAllow users to connect with
others
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Facebook More than 7.5 million people registered. Over 2,200 colleges, 22,000 high school, 2,000
companies. Has sign up an estimated 90% of all undergrads Two-thirds of registered people return every day. People spend an average of 20 minutes on the site
daily, according to comSource. #1 Photo site on the web with over 1.5 million
photos uploaded daily. Was ranked the 7th most trafficked site in the United
States.
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What are students doing on Web sites?
36 % of college-bound juniors have read profiles of current students; 63% would if they could
18% have read alumni profiles; 56% would if they could
30% have read student blogs; 63% would if they could
17% have read faculty blogs; 83% would if they could
35% have viewed a virtual tour; 63% would if they could
Source: Noel-Levitz / James Tower/ NRCCUA E-Expectations 2007 Study
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MySpace.com
More than 50 million members Fastest growing Web site in the country 75% of members are over the age of 18 Murdoch’s News Corp. bought MySpace
for $580 million one year ago
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Social Networks
85% of teens who have created an online profile they use or update most often is on Myspace
Nearly half of teens who use social networks visit the sites either once a day (26%) or several times a day (22%), while 17% visit the sites three to five days per week, 15% visit on to two days per week, and 20% visit every few weeks or less often
Source: January 2007 Project Data Memo released by the Pew Internet & American Life Project
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Dialogue & Opinion Sites“the bloggosphere…”
Allow users to talk amongst themselves about your University and other issues and to rate and review their experiences
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LiveJournal.com
As of 7/11, total accounts: 10,626,317 Accounts active in some way: 1,851,177
Top Countries where Livejournal is most popular: United States 2,989,290 Russian Federation 313,625
Age distribution: 15 191,427
16 338,726 17 416,434 18 433,467 19 432,400 20 401,853 21 336,701
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RateMyProfessors.com
Over 9,000,000 students use site
5,300,000 ratings for Professors from 5,542 school
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New resource for NU students to scope out jobs before their first interview
Students can read evaluations of co-op employers written by former student employees
The rankings are compiled from anonymous comments covering an array of concerns a student might have about a prospective job.
The site contains an index of companies and jobs are rated on criteria ranging from work atmosphere to the "coolness" of the management.
Inspired by RateMyProfessors.com.
"I intended to create a resource that would assist my peers in making more informed decisions when picking their potential co-op job.
-Joe Barba, creator Ratemycoops.com - NU student and originator
Ratemycoops.com
NU News, 10/11/06
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RateMyProfessors: Hidden Camera Edition
There’s a new reason to worry about students with cell phones in your classes. RateMyProfessors.com, the Web site whose popularity with students is matched by the grief it gives professors, has launched a new feature, encouraging students to shoot photographs of their faculty members and to post them along with the anonymous ratings of professors.
Think RateMyProfessors is going to ask your permission to post a photograph that you may not even know was taken (camera phones are being recommended to students)? Of course not, although RateMyProfessor asserts that it has other quality control mechanisms in place.
In the 48 hours since RateMyProfessors posted information about this new service on its site, it has received more than 1,200 photographs of professors and it is in the process of reviewing and uploading them.
Announced on Nov. 2, 2006
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Online VideoYouTube
More than 445 of online Americans (ages 12 to 64) use online video weekly
#1 type of video viewed is news, followed by weather, and movie clips all of which are types of content produced by professionals, not by consumers
The demographic watching online video most frequently is males ages 25 to 34; 64% of them watch online video at least once a week
Among the females the rates are lower with 49% of female teens watching online video weekly Source: Magid Media Futures
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Totally Sweet Professor
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What can we do with our virtual space Gather market intelligence Spend as much time examining how
messages are received as framing them Use it internally to create a deeper
community understanding of our university
Examine the agility of decision-making
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Gathering Market Intelligence?
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High Penetration
Low Penetration
Low Activities High Activities
Campusdirt
Princetonreview
Livejournal
Myspace
Collegeconfidential
YelpFriendster
CollegeBoard
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Our First Pilot Identified influential sites Hired firm to monitor CGM Monitored NU against 2 major competitors Daily reporting of high importance
adverse (negative) posts to keep NU apprised of developments to consider action
Six week analysis
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Issues with Methodology
Not frequent enough Not targeted enough Specific events secured results Not actionable
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Methodology Currently Being Tested
Retained Cymfony Inc. for site monitoring Dashboard designed to maximize
analytical view Dashboard designed for action
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Concluding Thoughts
Can no longer manage from strengths, centers of excellence & powerful messaging – the power of publishing has moved from an elite few to everybody
Self-assessment and accurate portrayals are increasingly important
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Learning From Our Students
Jeffrey Fontas – 19 year old NU student; won State Rep in New Hampshire
Sees his knowledge of the internet as a big advantage
Jeffrey used his campaign blog and social networking sites to rally support, voice his stances on the issues and raise money
Media Credit: News Photo/Zach
Virgilio Jeff Fontas
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Lessons Learned from Facebook
One student’s story
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Walter Carl, NU’s Own WOM Expert
Advisory Board Member, Word of Mouth Marketing Association (www.womma.org)
Published many book chapters and journal articles, recent research investigates word-of-mouth as it is embedded in routine, everyday communication practices, with a special emphasis on analyzing actual conversations and unique relationship histories.
Faculty Home Page (http://www.waltercarl.neu.edu) Download Page (www.waltercarl.neu.edu/downloads/) Research Blog (www.wom-study.blogspot.com)
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A satisfied person tells one person
A dissatisfied person tells 3 people or is it...
3 million or 10 million
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Comment...Question…Discussion
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Sites to Watch• www.collegeboard.com
• www.collegeedge.com
• www.collegenet.com
• www.dialyjolt.com
• www.facebook.com
• www.hobsons.com
• www.petersons.com
• www.ratemyprofessors.com
• www.campusdirt.com
• www.collegeprowler.com
• www.theu.com
• www.mtvu.com
• www.epinions.com
• www.iagora.com
• www.studentsreview.com
• www.yelp.com
• www.xap.com
• www.Myspace.com
• www.Friendster.com
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Organizational Sites for “True” Experts
www.chimprawk.blogspot.com www.womma.com www.emarketer.com www.ama.org