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Salesforce Foundation HESUMMIT 2014   7Summits Social Strategies for Successful Student Engagement
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Salesforce Foundation HESUMMIT 2014 7Summits Social Strategies for Successful Student Engagement


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Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with …

Engage in a discussion about how leading institutions are applying social technologies to attract new students, engage and retain their existing student population, and inspire and re-connect with alumni.

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  • 1. Social Strategies for Successful Student Engagement James Davidson VP Digital and Community Strategy 7Summits
  • 2. “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....” Social Media is Disrupting Business McKinsey Global Institute “The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
  • 3. Where Value is being Created
  • 4. Today’s Agenda •Introduction •Social Business and Community Concepts •Group Brainstorming •Wrap Up First Last Name Title
  • 5. Introduction
  • 7. Select Education Clients
  • 8. Social Business and Community Concepts
  • 9. From: To: The Biggest Shift in a Generation Re-shaping the way you engage students, faculty, staff and partners • Hoarding Information • Web Sites/Portals • Management • Email / Newsletters • CRM • Baby Boomers • User Interfaces • Noise • Desktop • Information Sharing • Integrated Social Sites • Engagement • Collaboration • Social CRM + Communities • Gen X / Millennials • User Experience • Insights • Mobile / Access Anywhere
  • 10. • Social media is the default state 1 • Rely on user-generated content to make life decisions 1 • They absorb and manage information differently than other generations1 • Universities that create their own open communities have a much greater degree of credibility 2 Millennials / GenX Insights Sources: 1Bazaarvoice. 2
  • 11. Higher Education Trends Recruitment / Admissions • A typical prospective student now receives 12-18 emails from 2-4 year public/ private institutions. 1 • CRM is a top priority for 4-year public/private schools1 • 75-90% of 2-4 year institutions spend less than 25k annually on their institutions website1 Student Success / Faculty • 4-year universities are experiencing very high attrition — up to 50% in some cases. 2 • Higher Ed IT is seeking to consolidate platforms (Intranet, websites, portals, etc). 2 • Classroom delivery models are shifting to incorporate more online/digital Alumni / Advancement Mgt • Use of accurate data to drive alumni outreach strategies is one of the biggest needs to improving Alumni Relations 3 • Alumni Relations frequently find themselves without the support, resources or staff needed to perform effectively 4 Sources: Noel Levitz 1 ACT 2 Hartford 3 Council for Aid to Education 4
  • 12. Communications Misaligned Prospects / Students / Alumni E-mailPrint Phone Social Media Mobile Communication Channels Academic Institution Decrease in effectiveness
  • 13. The Gap and Opportunity Online Community Opportunity? Facebook LinkedIn Student lifecycle continuum Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni Personally Social Professionally SocialAcademically Social
  • 14. Online Communities 101 Social Networks vs. Online Communities The primary purpose of social networks & online communities is different Social Network Online Community Business Objectives Primary Purpose Relationships E.g. Facebook E.g. Rate My Professor
  • 15. Key Community Elements Philosophy: “Bottom Up” vs. “Top Down” Profiles: managing identities (organizational and individual) Relationships: following/ connecting with others Presence: knowing when others are available Reputation: identifying experts and advocates Curated: administratively controlled content libraries, reference materials User-Generated: organically created content; appropriate for more dynamic behaviors Collaborative: collaboration around specific cases / initiatives • Content types: • Discussions, Documents, Blogs, Polls, Ideas, Cases, Files • Web 2.0/3.0 Effects: • Comments, Sharing, Thanking, Liking, Tagging, Rating, etc. People Places Content
  • 16. Common Use Cases for Online Communities Collaborate on documents/initiatives Stay informed – relevant campus news and updates Facilitate peer support and self service Share and discuss Tap into collective experience (crowdsourcing) Generate and capture knowledge, exchange ideas ENGAGE CONNECT SHARE Find and connect with faculty and students (expertise ID)
  • 17. Online Community Case Studies 17 Student lifecycle continuum Admission Community Student Support Community Learning Enablement Community Alumni Community
  • 18. Admissions Community Demo Video URL:
  • 19. MSOE Admissions Community Business Value & Results SOURCE: Jive customer survey, (November 2012) 30% Admissions team productivity 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% 5% Electrical engineering saw almost double enrollment 2X Enrollment Numbers Outbound Call volume Admission counselors reduced outbound calls 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. From months to weeks! Retention rate from accepted to deposit jumped from 30% to 38% in one year Accepted to Deposit 8%
  • 20. Representative Business Value for Online Communities Online Community Opportunity? Facebook LinkedIn Student lifecycle continuum Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni Personally Social Professionally SocialAcademically Social Admissions • Increase qualified students • Reduce traditional media spend • Enhance referrals / WOM • Streamline enrollment processes • Enhance reputation / perception • Increase enrollment (fill seats) • Reduce application processing time • Increase students starts Students and Faculty • Improve student retention • Improve grades and satisfaction • Streamlined student onboarding • Improved graduation rates • Reduced support costs (self-serve) • Facilitate student / faculty collaboration • Enable virtual study groups / peer support • Crowdsource research and ideas Alumni • Improved alumni engagement • Increased donations • Drive event participation • Drive student referrals • Facilitate student mentoring • Capture student success stories • Support professional networking
  • 21. Group Brainstorming
  • 22. Online Communities - Group Exercise Scenario Scenario: Your institution is looking to launch an initiative to leverage an online community to improve engagement and collaboration with 1) Admissions 2) Students 3) Faculty / Staff and 4) Alumni audience(s) Top goals for your online community initiative are to: 1. Streamline communication / facilitate sharing of information 2. Enable self-service and peer support 3. Streamline institutional processes and operations As the project team, it is your job to begin the planning process and ensure your institution has thought through the strategy and plan to implement your online community
  • 23. Today’s group breakout will focus on defining “who” we are targeting, and then prioritizing “what” the critical objectives are. Once defined, these objectives will provide the basis to identify “how” those objectives can be met (via online communities). Strategies: HOW can social technologies engage your audience(s) while meeting your objectives? Business Objectives: WHAT are the goals of your institution? Audience: WHO is the audience being targeted? StakeholderValue:Myneeds andinterestsare Technology: WHICH use cases, features and capabilities will enable you to accomplish your strategies, while meeting your goals, and engaging your target audience? Focus on “What” first, “Who” and then “How” 12 3
  • 24. Group Exercise #1 – Objectives / Opportunities 1. Identify WHAT specific "improvement opportunities" exist for your assigned area 2. Based on the initial list, prioritize them based on potential business impact – Target 3 to 5 “overarching” themes Examples: •Increase number of applications •Decrease marketing costs •Grow number of referrals •Increase school preference (#1 choice) •Improve faculty / staff productivity •Reduce student support costs •Grow revenue •Retain students •Decrease operational costs •Improve process efficiency 10 Min
  • 25. Group Exercise #2 – Audience Value 1. Based on the improvement opportunities/challenges, identify WHO are the key "audiences" that are impacted by that area, e.g.: • Group #1 - Admissions: Prospective Students, Applicants, Parents, Influencers etc. • Group #2 - Students: Undergraduate, Graduate Students, Adult Learners etc. • Group #3 - Faculty / Staff: Professors, Advisors, Operational Staff • Group #4 - Alumni: Undergraduate, Graduate Students, Adult Learners 2. Brainstorm specific value statements for each targeted participant. E.g.: • “As a prospective student I can … Ask current students a question about my preferred degree program” 10 Min
  • 26. Group Exercise #3 – Strategies 1. Review Objectives and Audience(s) & value statements 2. Brainstorm strategies and ways that "social technologies" could be leveraged to drive value while meeting your objectives and audiences needs? Examples: • Prospects get questions answered quickly • Student blog to share project work • Curate frequently asked questions for students • Facilitate students and faculty networking • Engage in two-way communications with peers 10 Min
  • 27. Wrap Up
  • 28. Groundswell Book Giveaway Mention @7summitsagency with hashtag #hesummit14 to win a copy of Groundswell. And Need a copy of the deck or have a question? @jdavidson
  • 29.  Full-service implementation Salesforce partner, strategy, user experience design, build  Experienced across the academic lifecycle – admissions, student and faculty engagement, and alumni relations  Deep community experience  Over 100+ communities delivered  Salesforce community experience  Forrester Groundswell award winner for our work in Higher Education  Design awards in Higher Education  Measurable business impact: • MSOE Case Study • Penn Foster Case Study 7Summits Highlights