BEYOND EXISTING:Leveraging Social Media to Benefit  Students, Alumni & Employers     NYSCEEA 2012 Conference      Monday, ...
Clarkson Facts•   Nationally ranked research university offering more than 50 comprehensive    programs in business, engin...
Clarkson’s Career Center2/4/2013                              3
Social Media History           Presence without a purpose… before and after           Quantifier                  Before  ...
Note worthy           91.5% of Likers           are under the age           of 34           Likers represent           20 ...
Strategy – Slow Growth  • Façade w/ emphasis on   • Professional in nature    opportunities                            • T...
Account          7
Page       8
Facebook Initiatives1. Brand Proposition – Fun information & educational    Create the relationship    Events & articles...
ArticleEmployerNewsletter Poll    2/4/2013   10
Article           Events2/4/2013   11
Press             Releases            “Placement”           Info/ Congrats2/4/2013      12
2/4/2013   13
LinkedIn Initiatives:                   MentoringWho:• Connect Clarkson students and alumniWhy created? Why LinkedIn?What:...
Offering   AdviceEncouragement Networking          15
Networking Seeking Advice Article /Education 16
LinkedIn Initiatives:               Career CenterWho:• Connect Clarkson students, alumni & employersWhy:• Increase employe...
Job Posting   Videos Off Campus- Job Search - On Campus      18
Events  19
How?• Social Media Interns (2)  – Facebook  – LinkedIn• 2 hours, twice a week• Staff feed content/articles occasionally
Outcomes                            Workshop                            Requests               Appointments   89+         ...
On the Horizon•   “Recruit the recruiters” in LinkedIn•   Transition Facebook users to LinkedIn•   Facebook “Tip of the Da...
Design your strategyDesign/Strategy              Implementation/Tactics• Do we need social media?   • Research & review op...
Get Connected           Friend: Golden Knight           Like: Clarkson University Career Center (page)           Join: Cla...
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Beyond Existing:Social Media Presentation

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Presentation at New York State Cooperative and Experiential Education Association's October 2012 Conference

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  • Jeff - Content Buildup (show value)
  • Karla
  • Karla
  • Jeff
  • Beyond Existing:Social Media Presentation

    1. 1. BEYOND EXISTING:Leveraging Social Media to Benefit Students, Alumni & Employers NYSCEEA 2012 Conference Monday, October 15, 2012
    2. 2. Clarkson Facts• Nationally ranked research university offering more than 50 comprehensive programs in business, engineering, science, liberal arts, health sciences and environmental studies at the undergraduate and graduate level• The Clarkson School, an early college entrance program• University Honors Program for highly gifted students from all majors• International reputation in the fields of advanced materials science, biotechnology, environmental and energy, entrepreneurship and global supply chain management• 3,500 undergraduate and graduate students and 270 faculty• 19 varsity sports: two Division I (Men‟s and Women‟s Hockey) and 17 Division III• Located in Potsdam, N.Y., the quintessential college town with four higher education institutions within a 10-mile radius, at the foothills of the Adirondack Mountains2/4/2013 2
    3. 3. Clarkson’s Career Center2/4/2013 3
    4. 4. Social Media History Presence without a purpose… before and after Quantifier Before After Facebook July „09 – Dec. „11 Jan „12 – Present Friends: ~32 341 Likes: ~147 545 LinkedIn Feb „10 – June ‟11 July „11 – Present Groups: 1 2 Members: 58 543, 508 Twitter Feb „10 – June ‟11 July „11 – Present Followers: ? 1792/4/2013 4
    5. 5. Note worthy 91.5% of Likers are under the age of 34 Likers represent 20 countries2/4/2013 5
    6. 6. Strategy – Slow Growth • Façade w/ emphasis on • Professional in nature opportunities • Target audience – • Student focused recruiters and alumni • Informal & fun • Students – secondary • Mix of information • Engage Social KnightLink Media • Push contentHonorable Mentions: 6
    7. 7. Account 7
    8. 8. Page 8
    9. 9. Facebook Initiatives1. Brand Proposition – Fun information & educational  Create the relationship  Events & articles (fun, student focused)2. Brand Promise – The 50% partner  Job & internship spotlights, relevant events, etc.  Polls (pull to keep fresh)3. Brand Experience – Audience focused  Handouts, digital signs, friends of friends  Mysterious “Friends Only” Events – Etiquette messages  Dress for Success – 40+ attendees  Dining Etiquette – 16 attendees (first “15”)
    10. 10. ArticleEmployerNewsletter Poll 2/4/2013 10
    11. 11. Article Events2/4/2013 11
    12. 12. Press Releases “Placement” Info/ Congrats2/4/2013 12
    13. 13. 2/4/2013 13
    14. 14. LinkedIn Initiatives: MentoringWho:• Connect Clarkson students and alumniWhy created? Why LinkedIn?What:• Encourage direct messages and discussions (pre- populate some)Got Alumni? • Advertised through Alumni Chapters, Alumni LinkedIn Group, Career Fair, Alumni Reunion, Newsletter/Mailing • IBM Consultant-Student matchingGot Students? • Clarkson University clubs, organizations, sports • Training NOT required, materials provided Combine with Alumni 5,000+ Group?
    15. 15. Offering AdviceEncouragement Networking 15
    16. 16. Networking Seeking Advice Article /Education 16
    17. 17. LinkedIn Initiatives: Career CenterWho:• Connect Clarkson students, alumni & employersWhy:• Increase employer awareness, encourage discussions & career explorationWhat:• Post jobs, share employer focused articles, keep recruiters abreast of university events & trends, facilitate discussions
    18. 18. Job Posting Videos Off Campus- Job Search - On Campus 18
    19. 19. Events 19
    20. 20. How?• Social Media Interns (2) – Facebook – LinkedIn• 2 hours, twice a week• Staff feed content/articles occasionally
    21. 21. Outcomes Workshop Requests Appointments 89+ 34.5%Applications 55% 21
    22. 22. On the Horizon• “Recruit the recruiters” in LinkedIn• Transition Facebook users to LinkedIn• Facebook “Tip of the Day”• Blogging• .• . 22
    23. 23. Design your strategyDesign/Strategy Implementation/Tactics• Do we need social media? • Research & review options and others• What purpose does it serve? • Administration & staffing• What are our desired outcomes? • Goals and measurement• How does it fit within • Remaining relevant operations or strategic plan? • Focus on moderate growth 23
    24. 24. Get Connected Friend: Golden Knight Like: Clarkson University Career Center (page) Join: Clarkson University – Career Center (group) Join: Clarkson University Mentor Program (group) Connect: http://www.linkedin.com/in/karlafennell Follow: @cucareer Karla Fennell: kfennell@clarkson.edu 315.268.64772/4/2013 24
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