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Social Networks and Student Enrollment

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Slideshow from half-day workshop, "Social Networks and Student Enrollment," presented at AACRAO's 19th Annual Strategic Enrollment Management Conference, Nov. 8, 2009, Dallas, Texas.

Slideshow from half-day workshop, "Social Networks and Student Enrollment," presented at AACRAO's 19th Annual Strategic Enrollment Management Conference, Nov. 8, 2009, Dallas, Texas.

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  • In terms of percentage of all time spent on the Internet
  • Transcript

    • 1. Social Networks andStudent Enrollment
      An integrated approach
      Presented by:
      @andrewcareaga
      @MissouriSandT
      #AACRAOSEMXIX
      Nov. 8, 2009
    • 2. What is social media?
      Why does it matter?
      Why should you use it?
      How can you use it?
      Have fun!
      Our goals today
    • 3. What is your digital IQ?
    • 4.
      • ‘a shift in how people discover, read and share news, information and content’ – Wikipedia
      • 5. user-generated content
      • 6. ‘architecture of participation’
      What is social media?
    • 7. Types of social media
    • 8. Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )
    • 9. Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )
    • 10. User-generated content:a brief history
    • 11. Groundswell social media ladder
      How people use social media
      Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)
    • 12. Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm
    • 13. Social media usageages 18-24Source: www.forrester.com/Groundswell/profile_tool.html
    • 14. In a revolution, kings lose their heads.
    • 15. … therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996
    • 16. Social media: the realmof the digital peasants
    • 17. A few of my friends
    • 18. ‘Twitter is about approach, transparency and immediacy.’
      Jack Dorsey, co-founder of Twitter (and Missouri S&T alum) :)
    • 19.
    • 20. Jack Dorsey has more followers on Twitter (1,300,585) than The New York Times has subscribers (1,039,031)
    • 21. http://www.youtube.com/watch?v=sIFYPQjYhv8
    • 22. The real digital divide:immigrants vs. natives
    • 23. Preferences for learning, workingSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)
    • 24. 95% spend time with friends face to face
      88% talk to friends on a landline
      67% talk to friends on a cell phone
      65% send email to friends
      61% use social networking sites
      60% of online teens send instant messages to friends
      58% send text messages to friends
      Source: Pew Internet & American Life Project
      How teens communicate
    • 25. It’s not just teens; it’s parents
      90 percent of parents use the web to select a college for their children
      84 percent prefer email communication with a college or university
      76 percent prefer follow-up by mail (letter, brochure)
      5 percent looked at a campus’s MySpace page
      Source: Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students , cited in Joe Dysart “90 percent of parents choose their kids’ colleges on the web,” TodaysCampus.com, Nov. 4, 2009
    • 26.
    • 27. ‘Trust ranking’ of recruitment efforts
      Levels of trustSource: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009
    • 28. What is (insert latest social media service here)
      Why ______________ is silly
      Why ______________ is cool
      Hey, look what famous celebrity is using ___________ !
      The dark side of _______________
      ____________ doesn’t live up to its promise
      Hey, whatever happened to ____________ ?
      The rise and fall of social media(according to mainstream media)
    • 29. Time spent on social networking sites has tripled in the past year
      Source: Nielsen
      Social networks: the big three
    • 30.
    • 31. How do you leverage social media for student recruitment?
    • 32. First, discoverwhat’s already working
    • 33. Campus visits/summer camps
      More than 70% apply
      About 61% enroll
      26% of 2009 freshmen attended at least one summer program
      Tele-counseling
      Increases attendance at high school visits, receptions, etc.
      Consistent, frequent communication
      Relationship building
      What works at Missouri S&T?Highest-yielding enrollment activities
    • 34. Enrollment Management communications plan
      14-18 contacts or communications per prospective student
      21-27 for minorities or women
      28-36 for minority women
      Other university outreach
      Public relations activities
      Design team, alumni events
      Athletics recruitment
      Social media 
      Communication + relationships
    • 35.
      • Amplify your advocate network
      • 36. Listen and engage
      • 37. Reach out
      3 steps to social network success
    • 38. Amplifyyour networks
    • 39. Social media in S&T’s communications workflow
    • 40. Connect with existing networks
      Current students
      Alumni
      Prospective students
      Inform them
      Information leads to involvement and engagement
      The power of amplification
    • 41. Social web callouts:1,387 colleges/universitiesSource: BlueFuego.com, “Social Web Callouts: 6-month research,” Aug. 3, 2009
    • 42. Connect with existing networks
      Current students
      Alumni
      Prospective students
      Inform them
      Information leads to involvement and engagement
      The power of amplification
    • 43. Connect with existing networks
      Current students
      Alumni
      Prospective students
      Inform them
      Information leads to involvement and engagement
      The power of amplification
    • 44. Connect with existing networks
      Current students
      Alumni
      Prospective students
      Inform them
      Information leads to involvement and engagement
      The power of amplification
    • 45. The power of ampli-fication
    • 46. Listen and engage
    • 47. Listen andengage
      ‘Something as simple as a status update that ties to an emotional time in new, current, and former students lives seems to resonate.’
      Rachel Reuben, director of web communication, SUNY New Paltz
      doteduguru.com blogger
    • 48. Promote events
      Share news
      Share images and video
      Encourage interaction
      What can you do with a Facebook group or fan page?
    • 49. Promote events
      What can you do with a Facebook group or fan page?
    • 50. Share news
      What can you do with a Facebook group or fan page?
    • 51. Share images
      What can you do with a Facebook group or fan page?
    • 52. Encourage interaction
      What can you do with a Facebook group or fan page?
    • 53.
      • Promote events
      • 54. Share news
      • 55. Share images and video
      • 56. Encourage interaction
      What can you do with a Twitter account?
    • 57. Teens don’t Tweet?
    • 58. ‘[N]ow comScore tells us that kids used to hate Twitter, but they don't anymore.’
      Source: Dan Frommer, “Actually, kids don’t hate Twitter anymore,” BusinessInsider.com, Aug. 26, 2009
      Teens don’t Tweet?
    • 59. Social networks for prospective students
    • 62. Internal social networks
    • 63. Source: Jen Evans and Michael Procopio, “From Talk to Action”
      (sequentiaenvironics.com)
      Measurement
    • 70. Facebook fan page audience
    • 71. More insights from Facebook
    • 72. Measuring content: Twitter
    • 73. Measuring content: Twitter
    • 74. Clicks on ‘Keister bomb’
    • 75. They’re clicking, but…are they interacting?
    • 76. They’re clicking, but…are they interacting?
      Numbers aren’t everything
    • 77. Facebook: audience engagement
    • 78. Facebook: audience engagement
    • 79. Likes/post (as a % of fans)
      Comments/post (as a % of fans)
      Total engagement = A+B/# of fans
      Facebook: audience engagementthe BlueFuego formula
    • 80. Analyzing social media traffic
    • 81. Analyzing social media traffic
    • 82. How to engage?
      When to engage?
      Who’s in charge?
      Social media guidelines
    • 83. First – learn about social media
      Integrate into your existing communications strategy
      Which tools work for you?
      Collaborate – don’t compete
      Clarify account ownership
      Get necessary approvals
      Define critical vs. non-critical content
      Understand your liability
      Social media guidelines
    • 84. Protect your students
      Protect your account
      Be ethical
      Be open (don’t try to suppress content)
      And finally…
      Social media guidelines
    • 85. Don’t be like them
    • 86. Resources: books and blogs
      The Cluetrain Manifesto, Rick Levine, Christopher Locke, Doc Searles, David Weinberger (www.cluetrain.com)
      Groundswell, Josh Bernoff and Charlene Li
      The New Rules of Marketing and PR, David Meerman Scott
      Wikinomics, Don Tapscott
      Blogs
      BlogHighEd.org
      CollegeWebEditor.com
      doteduguru.com
    • 87. Andrew Careaga
      Director of Communications
      Missouri University of Science and Technology
      acareaga@mst.edu
      @andrewcareaga
      www.twitter.com/andrewcareaga
      http://highered.prblogs.org
      Find this slideshow at
      http://slideshare.net/andrewcareaga
      Thank you!