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Bloggers on SteroidsBuilding Relationships forEffective Enrollment-Marketing                       #psuweb12
Ashley     Hennigan  @ashleyhennUNDERGRADUATEADMISSIONS
@MalloryWoo     d
It’s 2012
Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community• Foster Loy...
Not just a blogger
Bloggers on Steroids• Blogs• Twitter• Youtube• Facebook• Formspring• Message boards• Flickr• Geo-social services• Instagra...
ExampleGoal: Use Facebook to impact        recruitment.
Making Goals           SMARTdo, exactly?Specific: What do you want to
Making Goals             SMART exactly? Specific: What do you want to do,Measurable: If you can’t measure it, you can’t   ...
Making Goals             SMARTdo, exactly?  Specific: What do you want to Measurable: If you can’t measure it, you can’t  ...
Making Goals                 SMART exactly?     Specific: What do you want to do,   Measurable: If you can’t measure it, y...
Making Goals                SMART exactly?    Specific: What do you want to do,   Measurable: If you can’t measure it, you...
ExampleGoal: Use Facebook to impactrecruitment.SMART Goal: Increase interactions onFacebook with Class of 2017 studentsby ...
Why blogs?
www.noellevitz.com/papers-research-higher-education/2011/2011-e-expectations-report
College of William & Mary
Bryn Mawr College
Facebook
Twitter
It’s aboutaccessing content  vs. follower     count.
Formspring
2000+questionsanswered   (by students and staff)
Video
How do I selectbloggers on steroids?
Why volunteer?
Three reasons to use a            contract:Responsibilities       Benefits     Protection
Three reasons to use a            contract:                   Blog 1x/wk                   Tweet 1x/dayResponsibilities   ...
Resources
Questions?Mallory Wood               Ashley Henniganmarketing manager          assistant directormStoner, Inc.            ...
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing
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Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing

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Harnessing the eagerness of current students can produce amazing results. If you have campus tour guides, you know this already. Why limit student’s connectivity to campus visitors? Some call them “online ambassadors” but we call them “bloggers on steroids.” In this presentation you will learn why you should expand your institution’s blogger presence across social networking platforms including: YouTube, Twitter, Formspring, Facebook, and more. You’ll also walk away with ideas on integrating their efforts across campus and we will share our best advice on how to manage these students.

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  • \n
  • Ashley’s intro page\n
  • Mallory’s intro page -- note: fix\n
  • Ashley\n\nYour content should be...\nsocially enabled\nmobile-friendly\non demand\n\n\nSlide 3 - Content Overview, what are we producing, mar comm goals/ strategy\nWhat is effective marketing in 2012?\nHow is content delivered in 2012?\nEmphasis on peer-review\n
  • Ashley\n\n\n
  • Mallory\nSlide 4 - What we already know works/does well/is popular (peer reviewed content, word of mouth, campus tours) in admissions and in the world. Point being, you can steal ideas.\n\nCampus Tours: Why? Show results from surveys showing this is #1 factor\n\n
  • \nMallory\nSNL: funny clips, improv\nThis is pop culture.\n\n\nhttp://www.hulu.com/watch/331281/saturday-night-live-super-showcase\n
  • Mallory\nTweeting during popular shows, Glee, this is how they’re spending their time\n
  • Mallory\nTrendy on campus, exploit it!\n\nYour students know what is happening on campus\n
  • Mallory\n\nGreat example of pop culture combined with higher education combined with authenticity. \nNOT OFFICIAL\n\nPop music: what is popular right now? Need to be up on current trends\nYouTube: stats about site popularity\n\n\n(lead in to trend in higher ed rap videos)\n\nCall me Maybe, spoofed\n\nReal vid: http://www.youtube.com/watch?v=fWNaR-rxAic\n\n
  • Mallory\n2010 E ExpectationsVideos that are valuable to prospective students are made by students.\n
  • Ashley\nCampus Tours: \n\nStudents are delivering the important messages on the campus tour. And the campus tour is the #1 factor why a student will choose (or not choose) your institution.\n\nAdmissions has an emphasis on fit while the market is demanding authenticity.\n\nNoelLevitz.com/Liveconvo “The Communication Expectations of College-Bound High School Students” -2012\nIn the survey high school juniors, seniors and their parents rated how various recruitment activities influenced their enrollment decisions. All respondents rated the campus tour as the most influential activity when choosing schools to which they will apply. (Other good stuff in this report)\n\n
  • Ashley\nCollege Confidential: Why? peer reviews, student-to-student\n\nAbility to see yourself, look at what other students “like me” have already done.\nTranslates online not just video.\n\n
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  • Mallory\nPay attention to admission seasonsUse analytics toolsRemember your audience Keep institutional marketing messages in mind\n
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  • Use Facebook to impact recruitment\n
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  • Determine what is valuable, measure that\nGoals that drive a call to action\n\nShare Goals with students to hold them accountable.\n\n\nExamples of measurable objectives\nIncrease engagement by __% \nDrive __ people to the website\nSecure __ applications\nPrompt __ people to inquire\nStep 1: Identify your goal.\nStep 2: Outline the benefits from reaching this goal.\nStep 3: Identify and assess any obstacles to reaching this goal.\nStep 4: Identify the skills or knowledge required to reach this goal.\nStep 5: Identify individuals, groups and organizations to work with to achieve this goal.\nStep 6: Establish a plan of action to reach this goal.\nStep 7: Determine a completion date for the goal.\nStep 8: Evaluate the process and your success in achieving the goal.\nStep 1: Identify your goal.\nStep 2: Outline the benefits from reaching this goal.\nStep 3: Identify and assess any obstacles to reaching this goal.\nStep 4: Identify the skills or knowledge required to reach this goal.\nStep 5: Identify individuals, groups and organizations to work with to achieve this goal.\nStep 6: Establish a plan of action to reach this goal.\nStep 7: Determine a completion date for the goal.\nStep 8: Evaluate the process and your success in achieving the goal.\n
  • MalloryLaunching pad. Forum for lots of different content. Not static. Prospective students want to know what their life might be like day-to-day at your institution.Anything related to their life is fair game. Take the general approach but make sure you fill the “buckets” SUNY Oswego (Tim Nekritz) is thinking about having bloggers specialize in their topic area. One might write about the local restaurant scene or another might just focus on campus events. Niche marketing. Plays into the passions of prospective students. Won’t appeal to everyone and that’s ok.\n
  • Address the elephant in the room.25% is high, not know.1 in 4 review blogsDo they know they are looking at the blog?Your admission office is likely spending serious dough on initiatives that touch less than a quarter of your prospect pool.\n\n
  • Thanks W&M for sharing this.1 year time period, excellent view of the admission cycle.spikes in March, admission decisions likelynice Time on site13,500 visits/mo\n
  • This is the aggregate total of visits to the students' blogs over the course of the academic year.\n\nNew program as of this year.\n\nWith no advertisement.\n
  • 70K+ visits a year to the blogsLanding page usually sees around 16,000-20,000 unique visits in a yearAvg TOP usually 20+ minutes\n
  • Ashley\n
  • Participate Start conversationsBe a resource/ answer questions ModeratePlatform to share\n
  • Be a resource/ answer questions ModeratePlatform to share\n
  • Mallory\n
  • It is about ACCESSING CONTENT vs. FOLLOWERSKeeps the students in touch with latest trends in social media.- Micro blog- The quick daily update- Topics differ from blog posts- Builds community among the ambassador- Educational, they follow key higher ed people, jump into conversations- Feed tweets in blogs- Bubbles averaged 50 clicks/mo.- push to key pages (RIT EXAMPLE??)\n
  • Best platform for delivering real time content.\n\nNOEL LEVITZstudents = 9% have twitter accountsparents = 5% have twitter accountsEdisonResearch.com34% of twitter users are under 24These are shots of the twitter feed on the blog or on the main blog pageRIT brands them RIT_Emily - keeps it official and easily recognizable.SMC/Glendon doesn’t - longevity of students use. Encouraged them to use their real name and to not put SMC in the title.\n
  • Mallory\nWho here has heard of FS?When I asked this in fall 2010 to my bloggers, all of the new freshman rose their hands.\n
  • SMC was 1st higher ed institution to use Formspring45 minute HEL episode on this this is (IMHO) one of the best tools you can use.Problem it is solving?CUSTOMER SERVICE!Students are afraid to ask Qs in person or their parents take over. Just ask your TGs they will confirm this. This lets them ask the question safely and even anonymously if they so choose.\n
  • AshleyMillennials are highly engaged with the content that they choose to view, within both television and digital environments. Engagement has been shown to amplify the effectiveness of advertising, so when targeting Millennials, it is important to utilize engaging content to help boost returns from investments in advertising.#1 trend, rich media, millennials enjoy and look for, why not, show vs. describe\n\nNext generation strategies for advertising to millenials http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/Next_Generation_Strategies_for_Advertising_to_Millennials \nNext generation strategies for advertising to millenials  http://bit.ly/A9vQpe via @comScore #AdmissionsLive\n Section on “General strategies for targeting Millennials” includes: Employ Strong Creative | Place ads around Engaging Content \n2012 US Digital Future in Focus Report: http://www.comscore.com/2012USDigitalFutureinFocus\n2012 US Digital Future in Focus Report: http://bit.ly/yXN3Hm via @comScore #AdmissionsLive\n Online video viewing witnessed impressive gains across a variety of measures in 2011, signaling a behavioral shift in how Americans are consuming video content. More than 100 million Americans watched online video content on an average day to close out 2011, representing a 43-percent increase versus a year ago. 36 percent increase in videos per viewer.\n YouTube owns nearly half of US Online Video market\n \nWhat is the state of online video? \n\nJanuary 2012 US Online Video Rankings http://www.comscore.com/Press_Events/Press_Releases/2012/2/comScore_Releases_January_2012_U.S._Online_Video_Rankings \nJanuary 2012 US Online Video Rankings http://bit.ly/AcgUY6  via @comScore #AdmissionsLive\n 181 million U.S. Internet users watched nearly 40 billion videos for an average of 1354.7 minutes per viewer and 84.4 percent of the U.S. Internet audience viewed online video\n Comscore has started measuring video viewership internationally in European countries, Australia, and New Zealand to name a few.\n\nYOUTUBE STATS \n\n60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second.\nOver 4 billion videos are viewed a day\nOver 800 million unique users visit YouTube each month\nOver 3 billion hours of video are watched each month on YouTube\n500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute\n100 million people take a social action on YouTube (likes, shares, comments, etc) every week\nAn auto-shared tweet results in 6 new youtube.com sessions on average, and we see more than 500 tweets per minute containing a YouTube link\n
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  • Ashley\nstructure of program\n\n
  • Structure, Marist example\nBack into your SMART Goals\n
  • Sign contract at the session\n
  • Sign contract at the session\n
  • Sign contract at the session\n
  • Sign contract at the session\n
  • Sign contract at the session\n
  • Sign contract at the session\n
  • Example contract, will give to anyone who wants\n\nTraining is the cornerstone\n\nRIT meets weekly with their small group SMC has 4 mandatory trainings a year and monthly lunch gatherings\n
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  • Ashley\n
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  • Thank you!\nAshley add contact info\n
  • Transcript of "Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing"

    1. 1. Bloggers on SteroidsBuilding Relationships forEffective Enrollment-Marketing #psuweb12
    2. 2. Ashley Hennigan @ashleyhennUNDERGRADUATEADMISSIONS
    3. 3. @MalloryWoo d
    4. 4. It’s 2012
    5. 5. Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community• Foster Loyalty• Encourage advocacy
    6. 6. Not just a blogger
    7. 7. Bloggers on Steroids• Blogs• Twitter• Youtube• Facebook• Formspring• Message boards• Flickr• Geo-social services• Instagram• Live stream
    8. 8. ExampleGoal: Use Facebook to impact recruitment.
    9. 9. Making Goals SMARTdo, exactly?Specific: What do you want to
    10. 10. Making Goals SMART exactly? Specific: What do you want to do,Measurable: If you can’t measure it, you can’t manage it.
    11. 11. Making Goals SMARTdo, exactly? Specific: What do you want to Measurable: If you can’t measure it, you can’t manage it.Achievable: You have the resources, skills, and desire to achieve the goal.
    12. 12. Making Goals SMART exactly? Specific: What do you want to do, Measurable: If you can’t measure it, you can’t manage it. Achievable: You have the resources, skills, and desire to achieve the goal. Realistic: It’s do-able given your timeframe,resources, and ability. (This does not mean it’s easy!)
    13. 13. Making Goals SMART exactly? Specific: What do you want to do, Measurable: If you can’t measure it, you can’t manage it. Achievable: You have the resources, skills, and desire to achieve the goal. Realistic: It’s do-able given your timeframe, resources, and ability.Timely: Putting an end point on your goal gives you a clear target to work towards.
    14. 14. ExampleGoal: Use Facebook to impactrecruitment.SMART Goal: Increase interactions onFacebook with Class of 2017 studentsby 15% before January 1, 2013.
    15. 15. Why blogs?
    16. 16. www.noellevitz.com/papers-research-higher-education/2011/2011-e-expectations-report
    17. 17. College of William & Mary
    18. 18. Bryn Mawr College
    19. 19. Facebook
    20. 20. Twitter
    21. 21. It’s aboutaccessing content vs. follower count.
    22. 22. Formspring
    23. 23. 2000+questionsanswered (by students and staff)
    24. 24. Video
    25. 25. How do I selectbloggers on steroids?
    26. 26. Why volunteer?
    27. 27. Three reasons to use a contract:Responsibilities Benefits Protection
    28. 28. Three reasons to use a contract: Blog 1x/wk Tweet 1x/dayResponsibilities Photos/Video bi- weekly Q&A Paid Leadership training Benefits Recommendation letter Networking opportunitie Resume building Set standards Protection Authentic vs. Inappropri
    29. 29. Resources
    30. 30. Questions?Mallory Wood Ashley Henniganmarketing manager assistant directormStoner, Inc. RIT@MalloryWood @AshleyHennmallory.wood@mstoner.com ashadm@rit.edu
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