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7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
7Summits  Re-thinking College Admissions by Embracing Social Business - EduWeb 2013
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7Summits Re-thinking College Admissions by Embracing Social Business - EduWeb 2013

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7Summits will introduce successful practices its high ed clients are instituting to attract new students, engage the existing student population, and inspire alumni by embracing social …

7Summits will introduce successful practices its high ed clients are instituting to attract new students, engage the existing student population, and inspire alumni by embracing social business.

What can you take away from this presentation?
- To provide attendees with solid understanding of the trends in social media, community
- Demonstrate successes from a variety of institutions that have reinvented their age-old processes
- To expose the audience to industry trends in technology that will impact planning and operations

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  • 1. 7Summits:   Re-­‐Thinking  College  Admissions  by  Embracing   Social  Business   7.30.13  
  • 2. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     IntroducJons   President  and  Co-­‐Founder  –  7Summits        Email:      rj@7summitsagency.com      LinkedIn:    linkd.in/15dPN5k        Web:    7summitsagency.com   Vice  President  Digital  Strategy      Email:    james@7summitsagency.com    LinkedIn:      linkd.in/18xJrz2    Web:    7summitsagency.com  
  • 3. 2009   60+   FOUNDED   TEAM   MISSION   CreaJng  online   communiJes  that   transform  business  and   enhance  people’s  lives   Strategy   Experience   Technology   +   +   +   STRATEGIC  PARTNERS   Social  Business  Agency   Who  is  7Summits?  
  • 4. agenda   • Before  Bridge  (Context)   • The  Media  Shic   • Building  Bridge   • Business  Value  Delivered   • What’s  Next   • Gegng  Started   •  Social  Business  and  Higher   EducaJon  –  Trends  and   PerspecJves   •  Case  Study  –  Building  A   “Bridge”   •  What’s  Next   •  Gegng  Started  
  • 5. Social  Business  and   Higher  EducaJon  
  • 6. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Social  Technologies   the  biggest  from            to  shi-  in  a  genera0on     From   InformaJon  Hoarding   Web  Sites/Portal   Management   Email   CRM   Baby  Boomers   UI   Noise   To   InformaJon  Sharing   Integrated  Social  Sites   Engagement   CollaboraJon   Community   Millennial’s   UX   Insights    
  • 7. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     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  informaJon  freely  (living  life  out  loud)  1   •  They  place  a  high  value  on  reputaJon  derived  from  social  media  1   •  Millennial's  absorb  and  manage  informaJon  differently  than  other   generaJons1   •  UniversiJes  that  create  their  own  open  communiJes  have  a  much   greater  degree  of  credibility  with  Millennials  2   •  Social  business  enablement  in  higher  educaJon  demonstrates  an   immediate,  measurable  impact  on  engagement  and  reputaJon  2   Sources:  1Bazaarvoice.  2 Onlinecolleges.net  
  • 8. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     •  ConnecAons:  Driven  by  Interests   •  Content:    Managed/Engineered  UX:  Blogs,   arJcles,  industry  updates,  infographics  etc.   •  Profiles:  CombinaJon  of  sourced  and  user   disclosed  informaJon   •  Data:  Ability  to  own/analyze  member  acJvity     •  ConnecAons:  Driven  by  RelaJonships   •  Content:  All  User  generated     •  Profiles:  all  user  disclosed  informaJon     •  Data:  Limited/no  access  to  member  data   Social  Networks  vs.  Online  Community   Social  Network    Online  Community   The  primary  purpose  of  Social  Networks  and  Online  CommuniJes  is  different   Business   Outcomes   P   Primary  Purpose  RelaAonships  
  • 9. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     People  Behave  Socially   Online  Academic     Community   Facebook   LinkedIn   Personally   Social   Professionally   Social   Academically   Social   Student  lifecycle  conJnuum   Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
  • 10. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Consider  School   Research  School  OpJons   Inquiry     ApplicaJon   Acceptance   1st  deposit   2nd  Deposit   Enrolled/  Matriculated   AcJve  Student   Seek  &  Find  Employment   Graduate  /  Begin  Career   Alumni   Awareness  /   ReputaJon  (“unidenJfied  prospects”)   Relevancy  (“named  prospects”)   Engage  /  Retain   Thinking  about  being  a   student   Which  school  should  I   go  to?   I  should  consider  this   school?   Where  do  I  stand?   Is  it  right  for  me?   I  can  go  –  but  is  it   my  best  opJon?   I’m  considering     I’m  intending  to  go   I’m  there   I’m  staying   I’m  Preparing  for  my   Career   I’m  StarJng  my   Career   I’m  Sharing  My   Success  Story   Student  Lifecycle   Focus  Areas:  Drive  Impact  Across  Student  Life  Cycle   Ongoing   RelaJonship  
  • 11. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Driving  Value  throughout  Student  Lifecycle   Student lifecycle continuum Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni Business  Value:   Admissions   •  Increase  qualified  students   and  conversions  rates   •  Reduce  tradiJonal  media   spend:  enhance  referrals  /   word  of  mouth  markeJng   •  Streamlined  enrollment  /   admission  processes   •  Enhanced  reputaJon  /   percepJon   Business  Value:     AcAve  Students  and  Faculty   •  Streamline  student  onboarding   experience   •  Reduce  service  costs  (student   self-­‐serve)   •  Facilitate  student  /  faculty   collaboraJon   •  Improve  student  retenJon  and   saJsfacJon   •  Enable  virtual  study  groups  /   peer  support   •  Crowdsource  research  and   innovaJon     Business  Value:   Alumni   •  Increase  Alumni   engagement  -­‐  donaJons   and  parJcipaJon   •  Increase  referrals   •  Facilitate  student   mentoring   •  Capture  success  stories  –   markeJng  for   prospecJve  students   •  Support  professional   networking    
  • 12. Case  Study  –   Building  a  Bridge   Milwaukee School of Engineering
  • 13. Getting Started Assess the current environment Identifying Gaps and Priorities Defining Objectives
  • 14. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     ProliferaJon  of  Digital  DesJnaJons     MSOE.edu Visit MSOE Admissions Blogs Micro Sites Facebook Twitter Student Portals Virtual Tour Research LinkedIn Athletics Groups
  • 15. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Number  and  Complexity  of  Systems  
  • 16.     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  applicaJon.   •  You  are  never  around  when  I  call.   •  Didn't  you  read  my  leter?   •  You  should  visit  campus.   •  The  city  is  great!  You  should  visit   campus.   •  Tons.    Come  and  visit  campus!!!!   Student  Needs  Misunderstood   ?  
  • 17. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     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   starJng  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  starJng  salary  and   placement  rate  data  for  our  grads.   ?
  • 18. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     CommunicaJons  Misaligned   High  School  Students   E-­‐mail  Print   Phone   Social  Media   Mobile   CommunicaAon  Channels   MSOE  Admissions  
  • 19. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     3rd  Level   2nd  Level   1st  Level   MSOE.edu   Home   4th   Admissions   Admissions  was  too  many  levels  removed    
  • 20. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Admissions  Opportunity   Admissions   Website   Admissions   Community   EvoluJon   RevoluJon   Admissions   Website   OR   Social  Media   +  
  • 21. Building   MSOE’s   Bridge   • Design the Overall Solution • Address High Impact Areas - Admissions Web Presence - Forums - Application Forms - Profile and Progress - Mobile
  • 22. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Strategy  -­‐  “What’s  Most  Important”  
  • 23. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     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  
  • 24. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     2.  Open  Forums  and  Discussions   •  QuesJons  can  be  asked  any  Jme   •  Answers  can  be  provided  by  anyone   •  Find  out  what  others  are  interested  in   •  Confirm  deeper  fit  through  real   insights  
  • 25. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     3.  Integrated  ApplicaJon  Form   •  Register,  sign  in  and  apply  with   Facebook   •  LinkedIn  style  completeness  gauge   drove  more  applicaJon  form  submits   •  ApplicaJon  integrated  with  back  office   ERP  improved  analyJcs  (Jenzabar)   •  Allowed  admissions  counselors  to  see   who  started  the  applicaJon  but  did   not  submit   •  Streamlined  internal  processes  
  • 26. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     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  integraJon   •  Badges  earned  as  they  move  through   the  process   •  Streamlined  NoJfcaJons  
  • 27. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     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  MarkeJng!  
  • 28. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     What’s  Changed?   •  Website  promoJon   •  Event  promoJon   •  MarkeJng  integraJon   •  Email  and  social  media     announcements     Bridge  provides  MSOE  with  an  integrated  channel  to  interact   with  prospects,  students  and  faculty  with  each  other   Social   Media   Face  to    Face   Phone   Web   Bridge   Community   CommunicaAon  Channels   Conversa0ons  &  Informa0on  
  • 29. Results  to   Date   • Business Benefits • “The Softer Side” • Awards and Recognition
  • 30. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Business  Value  &  Results     SOURCE:  Jive  customer  survey,  (November  2012)   30%   Admissions  team   producAvity   Admission  counselors  spent  less  Ame  chasing  the  student  and   more  Ame  interacAng  with  them  increasing  producAvity  30%.   Deposit  Melt   Overall  accepted  student  summer  melt  decreased  by  5%  over   the  last  three  years.   5%   Electrical  engineering  saw  almost  double  enrollment  2X   Enrollment   Numbers   Outbound   Call  volume   Admission  counselors  reduced  volume  by  66%    freeing  up  Ame   to  interact  with  prospecAve  students  in  community.   66%   Reached  ‘13  applicaAon  goal  nine  months  early  and  acceptance   goal  five  months  early.  7000+  registered  members  and  growing!   ApplicaAon  and   acceptance  goal   ApplicaAon   turnaround  Ame   Admission  counselors  spent  less  Ame  chasing  documents   down.  We  went  from  months  to  weeks!   Our  retenAon  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%  
  • 31. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     And  there’s  more…   ü Deeper  insight  into  MSOE  fit  per  student,  did  affect  stronger   matriculaJon  rate   ü Made  admissions  more  accessible  and  convenient  by  reducing   communicaJon  and  operaJonal  fricJon  in  the  process   ü Provided  an  experience  people  liked  spending  Jme  with  by  gegng  to   know  what  maters  to  them  and  serving  those  needs   ü Built  MSOE  brand  preference  by  fostering  relaJonships  with  prospecJve   and  enrolled  students,  faculty  and  alumni   ü Kept  MSOE  top  of  mind  and  relevant  with  more  brand  involvement  and   touch  points   ü MulAple  Aers  of  increasing  involvement,  gamificaAon  and  "sAckiness"   creates  smaller  commitments  that  made  larger  commitment  easier    
  • 32. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Industry  RecogniJon   W3  Best  in  Show,  Silver  General  Website   Categories  –  School/University  Sites   MSOE  Ranked  #5  out  of  10     Most  InnovaJve  Colleges  in  the  Country   University  Standard  of  Excellence  Award   For  the  first  the  ever  Bridge  was  cited  as   non  academic  differenAator  for  MSOE  
  • 33. What’s  Next  
  • 34. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Engaging  Students  across  the  ConJnuum   “Owned”  Online     Community   Opportunity?   Facebook LinkedIn Personally Social Professionally Social Academically Social Student lifecycle continuum Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
  • 35. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Social  Business  Conceptual  Model    Student  Lifecycle  Process  /  Context     Awareness  /  Inquiry   ProspecJve  Student   Student   Graduate   Alumni   System  of  Use   Community  Website   Systems  of  Record   High  School   Teachers,  etc   Business  Partners   Faculty  and  Staff   SupporJng   Stakeholders   ERP   CRM   Desktop  and   Network  Drives   Blackboard  CMS   +  
  • 36. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf       Result:  Connected  University       •  Enhanced  educaJon  delivery  via  social  technologies:  campus  and  online  classes   •  Desktop,  Tablet  and  Smartphone  accessibility   •  Integrated  with  learning  management  and  backoffice   •  Facilitated  study  groups  and  course  collaboraJon   •  Live  chat,  video  and  unified  communicaJons   •  InteracJve  course  materials,  events  and  groups   •  Connect  students  with  faculty  and  their  peers  
  • 37. Gegng  Started  
  • 38. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     A  few  realiJes…   •  Not  everyone  will  parJcipate  on  the  same  level.   •  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.  
  • 39. Get  Social!      Hashtag:  #eduwebconf13  –  MenJon  @7summitsagency  @eduwebconf     Gegng  Started   ü  Finalize  goals  and  objecJves   ü  Develop  a  comprehensive  strategy  for  social  media   ü  Establish  cross-­‐funcJonal  steering  group  to  establish   execuJve  ownership,  coordinate  acJviJes  and  manage   resources   ü  Pinpoint  some  quick  win  opportuniJes  in  context  of   overall  vision   ü  IdenJfy  and  track  key  success  measures  
  • 40. Thank  you  

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