Communicating in Today's World: The Impact of the Electronic Era
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Communicating in Today's World: The Impact of the Electronic Era

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First of two presentations for Xavier University to explore evolving challenges marketing communications. Reviews role of "traditional" websites, social media, mobile technology and more, with an ...

First of two presentations for Xavier University to explore evolving challenges marketing communications. Reviews role of "traditional" websites, social media, mobile technology and more, with an emphasis on student recruitment contacts.

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Communicating in Today's World: The Impact of the Electronic Era Communicating in Today's World: The Impact of the Electronic Era Presentation Transcript

  • Communicating in Today’s World: The Impact of the Electronic Era ©Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio
  • Dartmouth College, February 9, 2009
    • “ Communications will increasingly move from print to electronic media.”
  • 1981 prediction for 2006…
    • “ Most of what we read will be transmitted into our homes and offices electronically.”
      • Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981
        • Reported by Emily Bingham, his daughter, in Newsweek column, “Digital Dad vs. the Dinosaurs,” at http://www.newsweek.com/id/191406
  • And in 2010 in Michigan…
  • Website home page is less important today…
  • Social media adds info alternatives…
  • 1. Technology enables new communication styles and information sources
    • Smartphones, E-readers, Mobile…
    • Weak boundaries between formal and informal information sources…
    • No control of the stories that people tell…
  • A world of iPhones & Androids… Your website on a small screen?
  • Mobile apps to download…
  • Mobile version of the website… Santa Clara University… http://m.scu.edu/
  • Texting to engage and convert… http://www.stmarytx.edu/admission/?go=mobileupdates
  • Your publications on e-readers? http://en.wikipedia.org/wiki/E-book_device#Specialized_devices
  • Tech challenge… to “flash” or not? http://www.colorado.edu/prospective/viewbook/
  • How strong is the wind blowing?
    • A steady breeze?
    • A hurricane?
  • May 2010 student & parent focus groups…
    • Almost no use of smart phones
    • Parents: little interest in publications, didn’t believe what they said
    • Students: more interested in print, including printed course catalogs
    • Parents + Students: use search to find schools to visit websites
    • Social media: not at the start
  • What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43%
  • Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz “ I prefer to go to the Web site for information, but if it is a school I really like , I’m willing to call them or read brochures to get answers to my questions.”
  • In higher education, 2007 to 2009…
    • Print budget increase
      • Yes…. 27% No…. 65%
    • Electronic publication budget increase
      • Yes…. 42% No…. 42%
        • Karine Joly, www.higheredexperts.com
        • 198 responses
        • 38% private sector 4-year
        • 42% public sector 4-year
        • 6% public sector 2-year
  • Electronic only in 2009… http://www.higheredexperts.com
    • Application package… 18%
      • 2007… 8%
    • Academic program brochure… 8%
      • 2007… 7%
    • Viewbook… 5%
      • 2007… 0%
    • Admissions/search brochure… 3%
      • 2007… 4%
  • Moving toward an electronic state … http://www.higheredexperts.com
    • Application package… 41%
    • Academic program brochure… 37%
    • Admissions/search brochure… 31%
    • Viewbook… 23%
    • Viewbook
      • Electronic only, 2007… 0%
      • Electronic only, 2009… 5%
  • The future of view books…
    • Print view books dropped at…
      • Indiana University
      • Suffolk University
      • Furman University
    • Alternatives in place
      • Quarterly magazines at Furman
      • “ Info packet” online at Rutgers
  • Rutgers University… http://infopacket.admissions.rutgers.edu/default.aspx
  • The Rutgers result…
  • 2. Social media compels reality marketing
    • Less impact for view books from Lake Wobegon
  • Lake Wobegon marketing…
    • “ All the women are strong, all the men are good-looking, and all the children are above average.”
      • Garrison Keillor
        • A Prairie Home Companion
        • With thanks to Mary Claire Bauer, Hudson Valley CC
  • Students tell faculty stories… Xavier University
  • YouTube showcase… football wins Xavier University
  • Facebook… People will talk SUNY New Paltz
  • 3. Meeting today’s challenge at the start…
    • How to communicate online during a recruitment cycle as long as 3 years…
    • How can we convert people from stealth mode to known inquiries
  • Critical conversion yield points…
    • Cultivation requires engagement at 1 st web visit and high yield at critical points in the recruitment cycle
      • Carewords capture initial interest
      • Visitor reveals identity to receive a special benefit
      • Inquiry decides to visit campus
      • Campus visitor decides to apply for admission or visits after admitted
      • Accepted student sends enrollment deposit
      • Deposited student enrolls
  • At the first and early visits….
    • 3 important goals:
    • Create initial engagement in 2 to 5 seconds…
    • Return for another visit…
    • Leave stealth mode as soon as possible…
  • First engagement in 5 seconds… http://www.miis.edu/
  • Words that students care about…
    • Words people cared about…Top 25%
      • Advance your career
      • Balancing work, home, and school
      • Career advancement
      • Cost
      • Best school possible
      • Prestigious, well-recognized degree
    • Words that didn’t rank high…Low 25%
      • Accessible faculty
      • Experience of faculty
      • Corporate sponsorship
      • Shaping leaders
      • Class diversity (industry or experience)
      • Format of program
  • Words and content to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm
  • Early, prominent blog content… http://www.mitadmissions.org/
    • MIT admissions page
      • Blog series is featured content
      • 17 Students
      • 3 Staff
        • Financial Aid Director
      • 16 Alumni
    • MIT introduces people first
  • 30 “tour” videos introduce people… http://www.bu.edu/admissions/you-at-bu/
  • Integrate website & social networks… http://www.phoenix.edu/students/online_communities.html
  • 4. Getting an online inquiry…
    • Give a reason to reveal identity…
    • Make it easy to become an online inquiry to get the benefit
  • Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx
  • Estimates for net costs… http://www.utoledo.edu/admission/cost/dhs/
  • Short inquiry forms encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html
  • 5. After an online inquiry or application…
    • Regular contact is critical…
    • At least monthly
    • Weekly after the application
  • Start regular email contact…
    • Start sending when an inquiry is made
    • Track interest in stories included
    • Include links to main website
  • IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx
    • Ask permission
    • Offer options
      • Phone
      • IM
    • Communicate as needed by admitted students
    • Reserve for admitted students if capacity requires that
  • 6. Final conversion steps…
  • Keep up the good work…
  • The summary…
  • Repeating 7 key elements…
    • More people prefer online communications
    • Technology is changing and requires new resources to adapt communication plans
    • Special customer-centric features increase initial engagement
    • Create benefits for stealth explorers to register
    • Plan frequent online follow-up
    • Video plays a more important role
    • Use analytics to measure success and make changes to what isn’t working
  • Useful sources of information…
  • Industry specific research…
    • White papers, with emphasis on adult students
      • http://www.demandengine.com/research/index.php
      • Reviews enrollment management attitudes and concerns about adopting new technologies and outlines steps to a new strategy.
    • E-Recruiting Practices surveys: traditional students
      • https://www.noellevitz.com
      • Reports survey responses on recruitment practices and budgets.
  • For general background… http://www.pewinternet.org/
    • Writing, Technology and Teens
    • Teens and Social Media
    • It’s Personal: Similarities and Differences in Online Social Network Use Between Teens and Adults
  • Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html