0
More Than Just Fans:Five Steps to Creating Vibrant Social Communities That Cater to Graduate Students
Jeff Berg    Senior Social Strategist    Peterson’s Interactive    With more than six years of    experience, Jeff uses hi...
Agenda•   The World of Social Media•   Social Media and Graduate    Recruitment•   Five Steps to Better Graduate    Commun...
What Exactly Are We Talking About?
What is Social Media?•       Social media has changed how        human beings communicate,        organize, and spend time...
The World of Social Media                  1,966,514,816 2,000,000,000 1,800,000,000 1,600,000,000 1,400,000,000          ...
• Wikipedia                •   Social bookmarking    • Consumer opinions and    •   Online niche communities      reviews ...
Social Media and Graduate Recruitment
Student Usage•    Prospective students today…      • Grew up with Internet technology      • Nearly three-quarters use soc...
Graduate School Selection Process • Decision-Making Process    – Model follows a highly involved,      complex buying beha...
Decision-Making Factors in Graduate School Selection •   Top-level categories exist in the decision-     making process   ...
Social Media for Recruitment • At the most basic level,   provides a feel for school life   through an online community • ...
Five Steps to Better GraduateCommunitiesStep 1: Don’t Hide
Practice Ambient Findability     The adventure is getting into graduate school                   and finishing it.        ...
UC Berkeley Haas School of Business15                                     15
Stanford Graduate School of Business16                                      16
Five Steps to Better GraduateCommunitiesStep 2: Have Human Conversations
Have Human Conversations18                          18
Have Human Conversations19                          19
Five Steps to Better GraduateCommunitiesStep 3: Show, Don’t Tell
Show, Don’t Tell        Social media isn’t just a               megaphone21                                  21
For Academic Factors22                      22
For Community Involvement23                           23
Five Steps to Better GraduateCommunitiesStep 4: Spotlight Student and StaffSuccess
Spotlight Your Success The best advocates for any school are your existing students and faculty.25                        ...
iTunes U• Podcast and video  content      – Dean’s speaker        series      – Conferences      – Commencements      – In...
University of Chicago—TweetChicago     •   Launched October 2008     •   On Dec. 10, 2009, totally replaced “A Day in the ...
Five Steps to Better GraduateCommunitiesStep 5: Measure It All
Keep Things In PerspectiveHow do wemeasure humanconversations in agift economy?29                            29
Look at the Evolution30                       30
Social Media Tracking and Metrics     Go beyond basic measurements like fans, followers, and comments • Independent tracki...
Summary                Step One: Don’t Hide       Step Two: Have Human Conversations            Step Three: Show, Don’t Te...
Questions?     Contact:     Jeff Berg     Senior Social Strategist     Peterson’s Interactive     E-mail: jeff.berg@peters...
Upcoming SlideShare
Loading in...5
×

More Than Just Fans: Five Steps to Creating Vibrant Social Communities That Cater to Graduate Students

666

Published on

Students today have grown up using social technologies. For them, social media usage is a core life skill and not just a hobby. Drawing from a blend of academic research and real-world campaigns, Jeff Berg, Peterson's Senior Social Strategist, will discuss how social media can play a key role throughout the graduate school selection and application process.

In this session, you will learn:

-Why social media is particularly effective with prospective students

-Where social media fits into the overall branding of a graduate program

-Five tactics that you can act on now to aid your social strategy

Published in: Education, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
666
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
14
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "More Than Just Fans: Five Steps to Creating Vibrant Social Communities That Cater to Graduate Students"

  1. 1. More Than Just Fans:Five Steps to Creating Vibrant Social Communities That Cater to Graduate Students
  2. 2. Jeff Berg Senior Social Strategist Peterson’s Interactive With more than six years of experience, Jeff uses his social media expertise to help schools streamline engagement methodologies and create meaningful, personal dialogues with current and future students. Jeff graduated from University of Southern California with a degree in Print Journalism.2 2
  3. 3. Agenda• The World of Social Media• Social Media and Graduate Recruitment• Five Steps to Better Graduate Communities – Don’t Hide – Have Human Conversations – Show, Don’t Tell – Spotlight Student and Staff Success – Measure Everything• Q&A3 3
  4. 4. What Exactly Are We Talking About?
  5. 5. What is Social Media?• Social media has changed how human beings communicate, organize, and spend time online: – 75% of all adult internet users. – More than 20% of all time spent online.• Comparisons of most well- known social media: – If Twitter were a book it would be equivalent to 1,500 complete works of Shakespeare each day. – If YouTube were a movie it would take over 400 years to watch. 5 5
  6. 6. The World of Social Media 1,966,514,816 2,000,000,000 1,800,000,000 1,600,000,000 1,400,000,000 Oceania 1,200,000,000 Latin America 1,000,000,000 620,223,963 North America 800,000,000 600,000,000 Middle East 400,000,000 Europe 200,000,000 Asia - Africa Total Internet Facebook Users Users 6 6
  7. 7. • Wikipedia • Social bookmarking • Consumer opinions and • Online niche communities reviews • Social biographies • Internet mash-ups • Social news • Blogs • Livecasting • Message boards • Audio sharing • Online gaming • Virtual worlds • Photo sharing websites • Information aggregators • Interactive fiction • Collaboration tools • Instant messaging • Event organization tools7 7
  8. 8. Social Media and Graduate Recruitment
  9. 9. Student Usage• Prospective students today… • Grew up with Internet technology • Nearly three-quarters use social media • 18 percent use Twitter • 67 percent own an MP3 player • 81 percent access the Internet wirelessly • 70 percent believe colleges should have a presence on social networks • 51 percent want to be contacted directly through a social network “Scrolling Toward Enrollment,” Noel-Levitz, 2009 Pew Internet & American Life Project, 20109 9
  10. 10. Graduate School Selection Process • Decision-Making Process – Model follows a highly involved, complex buying behavior (Nicholls et al., 1995) – Multiple information sources consulted – Emphasis on personal sources • The Decision – Typically, 3 to 5 “mega- criteria” used for selection (Heslop and Nadeau 2010) – No one factor is most important for everyone10 10
  11. 11. Decision-Making Factors in Graduate School Selection • Top-level categories exist in the decision- making process – Academic • Functional areas of study • Leadership and decision-making skills • Professor reputation • Student/faculty interaction – Professional • School relationships with the business community • Networking and contacts – Financial & Community • Tuition, ROI, financial assistance, grants • Geographic benefits11 11
  12. 12. Social Media for Recruitment • At the most basic level, provides a feel for school life through an online community • 3 to 5 times more successful than standard marketing targeting • Peers are more influential in college choice than advertising12 12
  13. 13. Five Steps to Better GraduateCommunitiesStep 1: Don’t Hide
  14. 14. Practice Ambient Findability The adventure is getting into graduate school and finishing it. (not finding your social media presence)14 14
  15. 15. UC Berkeley Haas School of Business15 15
  16. 16. Stanford Graduate School of Business16 16
  17. 17. Five Steps to Better GraduateCommunitiesStep 2: Have Human Conversations
  18. 18. Have Human Conversations18 18
  19. 19. Have Human Conversations19 19
  20. 20. Five Steps to Better GraduateCommunitiesStep 3: Show, Don’t Tell
  21. 21. Show, Don’t Tell Social media isn’t just a megaphone21 21
  22. 22. For Academic Factors22 22
  23. 23. For Community Involvement23 23
  24. 24. Five Steps to Better GraduateCommunitiesStep 4: Spotlight Student and StaffSuccess
  25. 25. Spotlight Your Success The best advocates for any school are your existing students and faculty.25 25
  26. 26. iTunes U• Podcast and video content – Dean’s speaker series – Conferences – Commencements – Interviews – Guest lectures – Advice to prospective students 26 26
  27. 27. University of Chicago—TweetChicago • Launched October 2008 • On Dec. 10, 2009, totally replaced “A Day in the Life” blog • Now 15 authors featuring both students and faculty • Content ranges from the mundane to relevant to the legal community • Results – Rankings (U.S. News & World Report Law School Rankings) • • 2008: Rank 6 Launched October 2008 • On Dec. 10, Rank 6 totally replaced “A Day in the Life” blog • 2009: 2009, • 2010: Rank 5 • Now 15 authors featuring both students and faculty • Content ranges from the mundane to relevant to the legal community27 27
  28. 28. Five Steps to Better GraduateCommunitiesStep 5: Measure It All
  29. 29. Keep Things In PerspectiveHow do wemeasure humanconversations in agift economy?29 29
  30. 30. Look at the Evolution30 30
  31. 31. Social Media Tracking and Metrics Go beyond basic measurements like fans, followers, and comments • Independent tracking – Text analytics – Sentiment analysis – Link tracking and behavioral information – Activity, engagement, and reach31 31
  32. 32. Summary Step One: Don’t Hide Step Two: Have Human Conversations Step Three: Show, Don’t Tell Step Four: Spotlight Students and Staff Step Five: Measure It All32 32
  33. 33. Questions? Contact: Jeff Berg Senior Social Strategist Peterson’s Interactive E-mail: jeff.berg@petersons.com Phone: 201.477.768733 33
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×