social media and graduate student recruitment
Post on 12-Sep-2014
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Overview of how people use social media, followed by case studies from University of Phoenix and University of Texas - Austin, with emphasis on stronger recruitment results for graduate and professional schools.TRANSCRIPT
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Social Media and Graduate Social Media and Graduate Student RecruitmentStudent Recruitment
©Robert E. Johnson, Ph.D. 2010©Robert E. Johnson, Ph.D. 2010
Graduate Student Marketing SeminarGraduate Student Marketing SeminarEducation Dynamics – Aslanian Education Dynamics – Aslanian
ConferencesConferencesNew York, N.Y. New York, N.Y.
July 29 , 2010July 29 , 2010
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22
Getting StartedGetting Started
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33
The “Groundswell”…The “Groundswell”…http://www.forrester.com/Groundswellhttp://www.forrester.com/Groundswell
““A social trend in which people use technology A social trend in which people use technology to get the things they need from each other, to get the things they need from each other, rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”
Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008
What’s in the Groundswell…What’s in the Groundswell…– FacebookFacebook– YouTubeYouTube– LinkedInLinkedIn– WikipediaWikipedia– Rate My ProfessorRate My Professor– And a host of other sitesAnd a host of other sites
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44
Do you agree?Do you agree?
Question…Question…– ““If a school has 11,000 students and 319 FB fans now If a school has 11,000 students and 319 FB fans now
at official site, what fan level says FB is important for at official site, what fan level says FB is important for marcom?” (Asked on Twitter)marcom?” (Asked on Twitter)
Answer #1…Answer #1…– moreheadstatemoreheadstate@@HighEdMarketingHighEdMarketing “I'd say 2. Very “I'd say 2. Very
little effort and that's two more people you are little effort and that's two more people you are reaching. Also depends on what you are using it for.” reaching. Also depends on what you are using it for.”
Answer #2…Answer #2…– rachelreubenrachelreuben@@HighEdMarketingHighEdMarketing “I'd argue it's more “I'd argue it's more
about the volume & quality of conversation & about the volume & quality of conversation & interaction than # of fans.”interaction than # of fans.”
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55
Online adults in the United States…Online adults in the United States…Data from Forrester Research Technographics® surveys, 2009Data from Forrester Research Technographics® surveys, 2009
How people 25 to 34 and 35-44 use social mediaHow people 25 to 34 and 35-44 use social media
– Creators….Creators…. 32% 32% and..... 23%and..... 23%
– Critics………Critics……… 45% 45% and….. 34%and….. 34%
– Collectors…Collectors… 26% 26% and….. 20%and….. 20%
– Joiners……Joiners…… 70% 70% and….. 54%and….. 54%
– Spectators…Spectators… 79% 79% and….. 73%and….. 73%
– Inactives……Inactives……10% 10% and….. 17%and….. 17%
Groups overlap… thus the high total percentGroups overlap… thus the high total percent
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66
Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?
Yes…Yes…
– But not a direct sales/recruitment toolBut not a direct sales/recruitment tool
– Social media allow potential students to listen to Social media allow potential students to listen to
people talk about their experience with youpeople talk about their experience with you
– Social media allows people to ask questions about Social media allows people to ask questions about
the value of your degree and get “experience the value of your degree and get “experience
answers” from your studentsanswers” from your students
– You can’t escape social media discussionsYou can’t escape social media discussions
– You can monitor and influence themYou can monitor and influence them
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77
Social Media traffic… July 10, 2010Social Media traffic… July 10, 2010http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php
1. Facebook… 1. Facebook… 55.64% 55.64%
2. YouTube… 16.80%2. YouTube… 16.80%
3. MySpace… 3. MySpace… 10.75%10.75%
4. Twitter… 1.17%4. Twitter… 1.17%
5. Yahoo! Answers… 5. Yahoo! Answers… .92% .92%
6.Tagged… .91% 6.Tagged… .91%
7. 7. myYearbook… .68%myYearbook… .68%
8. Windows Live 8. Windows Live Home… .41%Home… .41%
9. Mylife… 0.36%9. Mylife… 0.36%
10. MocoSpace… 10. MocoSpace… 0.35%0.35%
15. LinkedIn… .20%15. LinkedIn… .20%
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88
To make social media work…To make social media work…
Clear responsibility to someone…Clear responsibility to someone…
Update frequentlyUpdate frequently
Monitor what’s happeningMonitor what’s happening
Beware of censorshipBeware of censorship
Prominent links from official websiteProminent links from official website
Monthly activity reportsMonthly activity reports– Participation rateParticipation rate– Topics of interestTopics of interest
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Case Study: Case Study: University of PhoenixUniversity of Phoenix
Build online communities that allow current and Build online communities that allow current and future students to…future students to…
““interact, keep up with and explore the world of interact, keep up with and explore the world of University of Phoenix.” University of Phoenix.”
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Centered on the home page…Centered on the home page…http://www.phoenix.edu/http://www.phoenix.edu/
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From the home page link…From the home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html
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77 Facebook pages…77 Facebook pages…
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313
The primary page… 47,292 liking itThe primary page… 47,292 liking it
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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414
Active “Discussions” page…Active “Discussions” page…
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Complaints about faculty… OKComplaints about faculty… OK
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Twitter… 3,375 followersTwitter… 3,375 followers
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LinkedIn for alumni… 7,457 membersLinkedIn for alumni… 7,457 members
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YouTube: 2,007 subscribers YouTube: 2,007 subscribers
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Case Study: Case Study: University of TexasUniversity of Texas
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School of Business… 1,877 “like” it School of Business… 1,877 “like” it http://www.facebook.com/#!/UTMcCombsSchool?ref=tshttp://www.facebook.com/#!/UTMcCombsSchool?ref=ts
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Facebook Alumni site… 1,318 “like” itFacebook Alumni site… 1,318 “like” ithttp://www.facebook.com/#!/McCombsBBAAlumnihttp://www.facebook.com/#!/McCombsBBAAlumni
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MBA class of 2010… not very activeMBA class of 2010… not very activehttp://bit.ly/cmjKfThttp://bit.ly/cmjKfT
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““Walled garden” on Facebook?Walled garden” on Facebook?http://bit.ly/9xRUsMhttp://bit.ly/9xRUsM
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School of Business… 3,346 followersSchool of Business… 3,346 followershttp://twitter.com/utexasmccombshttp://twitter.com/utexasmccombs
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Business alumni… 593 followersBusiness alumni… 593 followershttps://twitter.com/UTMcCombsAlumnihttps://twitter.com/UTMcCombsAlumni
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YouTube by school… silly? YouTube by school… silly? http://www.youtube.com/watch?v=ERImtzXb5oIhttp://www.youtube.com/watch?v=ERImtzXb5oI
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YouTube by school… serious?YouTube by school… serious?http://www.youtube.com/watch?v=UeBIWydpzhohttp://www.youtube.com/watch?v=UeBIWydpzho
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You can’t control…You can’t control…
What others say about you…What others say about you…
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No control… 3,968 views, 205 commentsNo control… 3,968 views, 205 commentshttp://www.youtube.com/watch?v=OiqVhshLmQkhttp://www.youtube.com/watch?v=OiqVhshLmQk
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No control… 323 reviewsNo control… 323 reviewshttp://www.guidetoonlineschools.com/online-reviews/univerhttp://www.guidetoonlineschools.com/online-reviews/univer
sity-of-phoenixsity-of-phoenix
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No one is immune… 13 NYU reviewsNo one is immune… 13 NYU reviewshttp://www.viewpoints.com/New-York-University-reviewshttp://www.viewpoints.com/New-York-University-reviews
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Rate My Professor…Rate My Professor…http://www.ratemyprofessors.com/http://www.ratemyprofessors.com/
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Rate My Professor expands…Rate My Professor expands…http://twitter.com/ratemyprofessor/...... http://twitter.com/ratemyprofessor/......
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Stay up to date…Stay up to date…
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Groundswell blog…Groundswell blog…http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/
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Dave Evan’s Blog…Dave Evan’s Blog…http://www.readthis.com/http://www.readthis.com/
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Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-
Websites.aspxWebsites.aspx
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Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068
248.766.6425 248.766.6425
[email protected]@bobjohnsonconsulting.comCustomer Carewords Website Research Customer Carewords Website Research
www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com