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This is Not a Facebook Session #hewebSYR
 

This is Not a Facebook Session #hewebSYR

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  • Is it getting to “Social Media”? With our ambassadors, our two most popular projects are our HS visits and Shadow days…both I think relate to Marketing and students telling the college’s story. \n
  • Introductions\n
  • Review of last year’s presentation. - Bloggers on Steroids\nIntroduced the 5 RIT student project. \n
  • Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  • Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  • Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
  • In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  • In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  • In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  • In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  • In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
  • Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
  • Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
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  • Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  • Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  • Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  • Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
  • Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
  • Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
  • Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
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  • Blogs\nVideo Blogs\nVideo Series\nFacebook monitoring\nLoop monitoring\nReal time tweeting\nContent generators\n
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This is Not a Facebook Session #hewebSYR This is Not a Facebook Session #hewebSYR Presentation Transcript

  • This is not a Facebook session. #hewebsyr
  • Ashley HenniganRochester Institute of Technology Assistant Director Undergraduate AdmissionsHigher Ed Live Network Host #AdmissionsLive@ashleyhenn
  • LAST YEAR#hewebroc
  • It’s 2012.
  • It’s 2012.It’s on their terms • The market demands access to information. • They dictate when and where it’s delivered.
  • It’s 2012.It’s on their terms • The market demands access to information. • They dictate when and where it’s delivered.It’s digital • With a huge increase in mobile consumption • 46% of Americans own a smart phone – Pew Feb, 2012 • 70% of internet traffic – ComScore, 2011
  • It’s 2012.It’s on their terms • The market demands access to information. • They dictate when and where it’s delivered.It’s digital • With a huge increase in mobile consumption • 46% of Americans own a smart phone – Pew Feb, 2012 • 70% of internet traffic – ComScore, 2011Your content should be … • Social • Mobile • On Demand
  • Why go social?
  • Why go social?• Reach market influencers
  • Why go social?• Reach market influencers• Deliver timely information
  • Why go social?• Reach market influencers• Deliver timely information• Provide customer service
  • Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community
  • Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community• Foster loyalty
  • Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community• Foster loyalty• Encourage advocacy
  • Why pick on students?
  • Why pick on students?Admissions has an emphasis on fit whilethe market is demanding authenticity.
  • Why pick on students?Admissions has an emphasis on fit whilethe market is demanding authenticity.• Peer reviews
  • Why pick on students?Admissions has an emphasis on fit whilethe market is demanding authenticity.• Peer reviews• Word of mouth
  • Why pick on students?Admissions has an emphasis on fit whilethe market is demanding authenticity.• Peer reviews• Word of mouth• Predictability
  • Why pick on students? Admissions has an emphasis on fit while the market is demanding authenticity. • Peer reviews • Word of mouth • Predictability★ Noel-Levitz: “The Communication Expectations of College-Bound High School Students” 2012
  • How do you recruit the
  • How do you recruit theThese are not volunteers.
  • How do you recruit theThese are not volunteers. These are rock stars.
  • Tanner NewcombRochester Institute of Technology Social Media Ambassador Orientation Coordinator McNair Scholar@RIT_Tanner
  • You already have rock stars.
  • You already have rock stars.Tour Guides
  • You already have rock stars.Tour GuidesOrientation Assistants
  • You already have rock stars.Tour GuidesOrientation AssistantsResident Advisors
  • You already have rock stars.Tour GuidesOrientation AssistantsResident AdvisorsPeer Mentors
  • You already have rock stars.Tour GuidesOrientation AssistantsResident AdvisorsPeer MentorsNext up are:Social Media Ambassadors
  • Who is a Social Media Ambassador?
  • Who is a Social Media Ambassador?• Blogger
  • Who is a Social Media Ambassador?• Blogger• Tweeter
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin• Foursquare tipper
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin• Foursquare tipper• Flickr photographer
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin• Foursquare tipper• Flickr photographer• Instagrammer
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin• Foursquare tipper• Flickr photographer• Instagrammer• Live streamer
  • Who is a Social Media Ambassador?• Blogger• Tweeter• Facebook admin• Foursquare tipper• Flickr photographer• Instagrammer• Live streamer• YouTuber
  • How – Program structures
  • How – Program structures Size • Highly selective or the more the merrier?
  • How – Program structures Size • Highly selective or the more the merrier? Reporting • Who will they report to? • How often will you meet?
  • How – Program structures Size • Highly selective or the more the merrier? Reporting • Who will they report to? • How often will you meet? Resources • What platforms will you target? • What tools are you going to use? • Will you need funding? • Will you offer incentives?
  • How – Program structures Size • Highly selective or the more the merrier? Reporting • Who will they report to? • How often will you meet? Resources • What platforms will you target? • What tools are you going to use? • Will you need funding? • Will you offer incentives? Analysis • How will you calculate ROI?
  • Motivating your team.
  • Motivating your team.Impact on institution • Embrace mission • Influence on ROI • Accountability
  • Motivating your team.Impact on institution • Embrace mission • Influence on ROI • AccountabilityImpact on student goals • Professional growth • Community
  • Motivating your team.Impact on institution • Embrace mission • Influence on ROI • AccountabilityImpact on student goals • Professional growth • CommunityIncentives • Pay them • Competitions • Event tickets • Access to information
  • Student Survey: Why volunteer?
  • Our WorktheLOOP
  • theLOOP
  • theLOOP
  • The Numbers
  • Discussion Find us after today @ashleyhenn @RIT_Tanner