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Integrating Social Media and Mobile Marketing into Recruitment Strategy

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Overview of key social media and mobile marketing activities to support student recruitment for online programs, with examples from UPhoenix, Ball State University, Walden University, Northcentral …

Overview of key social media and mobile marketing activities to support student recruitment for online programs, with examples from UPhoenix, Ball State University, Walden University, Northcentral University.

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  • 1. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11 Integrating Social Media & MobileIntegrating Social Media & Mobile Marketing into Recruitment StrategyMarketing into Recruitment Strategy Marketing Online ProgramsMarketing Online Programs October 28-29, 2010October 28-29, 2010 Washington, D.C.Washington, D.C.
  • 2. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22 Part I: Social MediaPart I: Social Media Connecting like-minded people withConnecting like-minded people with current events and stories…current events and stories…
  • 3. Bob Johnson Consulting, LLC 3 The social media “Groundswell”…The social media “Groundswell”… ““A social trend in which people use technologyA social trend in which people use technology to get the things they need from each other,to get the things they need from each other, rather than from traditional institutions likerather than from traditional institutions like corporations.”corporations.” Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008 What’s in the Groundswell…What’s in the Groundswell… – FacebookFacebook – YouTubeYouTube – LinkedInLinkedIn – WikipediaWikipedia – Rate My ProfessorRate My Professor – And a host of other sitesAnd a host of other sites
  • 4. Bob Johnson Consulting, LLC 4 Online adults in the United States…Online adults in the United States… Data from Forrester Research Technographics® surveys, 2010Data from Forrester Research Technographics® surveys, 2010 How people use social media…How people use social media… – Creators………………. 23%Creators………………. 23% – Conversationalists…… 31%Conversationalists…… 31% – Critics………………….. 33%Critics………………….. 33% – Collectors……………… 19%Collectors……………… 19% – Joiners…………………. 59%Joiners…………………. 59% – Spectators……………... 69%Spectators……………... 69% – Inactives………………... 19%Inactives………………... 19% Groups overlap… thus the high total percentGroups overlap… thus the high total percent
  • 5. Bob Johnson Consulting, LLC 5 Social Media traffic… October 2, 2010Social Media traffic… October 2, 2010 http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php 1. Facebook……………62.15%1. Facebook……………62.15% 2. YouTube…………….16.79%2. YouTube…………….16.79% 3. MySpace……………...5.91%3. MySpace……………...5.91% 4. Twitter…………………1.06%4. Twitter…………………1.06% 5. Yahoo! Answers……… .86%5. Yahoo! Answers……… .86% 11. LinkedIn……………… .25%11. LinkedIn……………… .25%
  • 6. Bob Johnson Consulting, LLC 6 Is “Social Media” a marketing tool?Is “Social Media” a marketing tool? Yes… an indirect oneYes… an indirect one – Social media allow potential students to listenSocial media allow potential students to listen to people talk about their experience with youto people talk about their experience with you – Social media allows people to ask questionsSocial media allows people to ask questions about the value of your degree and getabout the value of your degree and get “experience answers” from your students“experience answers” from your students – Monitor and influence social mediaMonitor and influence social media discussionsdiscussions
  • 7. Bob Johnson Consulting, LLC 7 To make social media work…To make social media work… Clear responsibility to someone…Clear responsibility to someone… Update frequentlyUpdate frequently Monitor what’s happeningMonitor what’s happening Beware of censorshipBeware of censorship Prominent links from official websiteProminent links from official website Monthly activity reportsMonthly activity reports – Participation rateParticipation rate – Topics of interestTopics of interest
  • 8. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88 Case Study:Case Study: University of PhoenixUniversity of Phoenix Build online communities that allow current andBuild online communities that allow current and future students to…future students to… ““interact, keep up with and explore the world ofinteract, keep up with and explore the world of University of Phoenix.”University of Phoenix.”
  • 9. Bob Johnson Consulting, LLC 9 From a home page link…From a home page link… http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html
  • 10. Bob Johnson Consulting, LLC 10 The primary page… 55,585 liking itThe primary page… 55,585 liking it
  • 11. Bob Johnson Consulting, LLC 11 Active, critical “Discussions” page…Active, critical “Discussions” page…
  • 12. Bob Johnson Consulting, LLC 12 Complaints about faculty… OKComplaints about faculty… OK
  • 13. Bob Johnson Consulting, LLC 13 Complaints about financial aid… OKComplaints about financial aid… OK
  • 14. Bob Johnson Consulting, LLC 14 YouTube: 2,192 subscribers, 569YouTube: 2,192 subscribers, 569 friends…friends…
  • 15. Bob Johnson Consulting, LLC 15 LinkedIn for alumni… 7,973 membersLinkedIn for alumni… 7,973 members
  • 16. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616 Other examples...Other examples... Ball State UniversityBall State University Northcentral UniversityNorthcentral University Walden UniversityWalden University
  • 17. Bob Johnson Consulting, LLC 17 Ball State FB for Online StudentsBall State FB for Online Students http://www.facebook.com/ballstateonlinehttp://www.facebook.com/ballstateonline
  • 18. Bob Johnson Consulting, LLC 18 Activate “Discussions”…Activate “Discussions”…
  • 19. Bob Johnson Consulting, LLC 19 Let discussions run free…Let discussions run free… http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php? uid=6514736316&topic=4715uid=6514736316&topic=4715
  • 20. Bob Johnson Consulting, LLC 20 Monitor & reply in 24 hours…Monitor & reply in 24 hours… http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php? uid=6514736316&topic=15129uid=6514736316&topic=15129
  • 21. Bob Johnson Consulting, LLC 21 Create a YouTube presence…Create a YouTube presence… http://www.youtube.com/northcentralunivhttp://www.youtube.com/northcentraluniv
  • 22. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222 Stay up to date…Stay up to date…
  • 23. Bob Johnson Consulting, LLC 23 Forrester blogs…Forrester blogs… http://blogs.forrester.com/category/social_media_marketinghttp://blogs.forrester.com/category/social_media_marketing
  • 24. Bob Johnson Consulting, LLC 24 Pew Internet research reports…Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network- Websites.aspxWebsites.aspx
  • 25. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525 Part II: Mobile MarketingPart II: Mobile Marketing Instant access…Instant access… All the time, from anywhereAll the time, from anywhere
  • 26. Bob Johnson Consulting, LLC 26 How small will things get?How small will things get? http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP
  • 27. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727 Key Strategy Question:Key Strategy Question: Why should I put scarceWhy should I put scarce resources into mobileresources into mobile marketing?marketing?
  • 28. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828 The answer…The answer… Website experienceWebsite experience shapes brand perception…shapes brand perception…
  • 29. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929 Growing expectation…Growing expectation… A “mobile friendly” websiteA “mobile friendly” website
  • 30. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030 Tales from the ResearchTales from the Research Pew Internet & American Life ProjectPew Internet & American Life Project ““Mobile Access 2010”Mobile Access 2010” http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D
  • 31. Bob Johnson Consulting, LLC 31 Mobile phone use, 2009 to 2010Mobile phone use, 2009 to 2010 80% of adults (18+) own mobile phones in80% of adults (18+) own mobile phones in 2010… no change from 20092010… no change from 2009 – Take a picture….Take a picture…. 66 to 76%66 to 76% – Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72% – Send & receive email…Send & receive email… 25 to 34%25 to 34% – Access the Internet…Access the Internet… 25 to 38%25 to 38% – Send & receive instant messages…Send & receive instant messages…20 to 30%20 to 30% – Record video…Record video… 19 to 34%19 to 34%
  • 32. Bob Johnson Consulting, LLC 32 ““Young adults” 18 to 29…Young adults” 18 to 29… Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas… – Send/receive text messages…Send/receive text messages… 95%95% – Take a photo..Take a photo.. 93%93% – Access Internet…Access Internet… 65%65% – Send/receive email…Send/receive email… 52%52% – Use social networking site…Use social networking site… 48%48% Still low…Still low… – Purchased a product…Purchased a product… 20%20%
  • 33. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333 Tales from the ResearchTales from the Research ““Mobile User Experience Is Miserable”Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 AlertboxJakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4jhttp://bit.ly/2LgE4j
  • 34. Bob Johnson Consulting, LLC 34 Main mobile problems…Main mobile problems… 4 major problems4 major problems – Small screensSmall screens – Awkward inputAwkward input – Slow downloadsSlow downloads – Poor design for mobilePoor design for mobile
  • 35. Bob Johnson Consulting, LLC 35 Reason for optimism…Reason for optimism… Task success was higher at sitesTask success was higher at sites designed for mobile access…designed for mobile access… – 64% task completion at “sites for mobile”64% task completion at “sites for mobile” – 53% task completion at regular websites53% task completion at regular websites Larger screen = more successLarger screen = more success – Regular cell phones… 38% successRegular cell phones… 38% success – Regular smartphones… 55% successRegular smartphones… 55% success – Touch screen phones… 75% successTouch screen phones… 75% success◄◄
  • 36. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3636 State of Mobile MarketingState of Mobile Marketing Best uses for “mobile”…Best uses for “mobile”… Your regular website is not obsoleteYour regular website is not obsolete
  • 37. Bob Johnson Consulting, LLC 37 Mobile tasks: recruitmentMobile tasks: recruitment Find academic program listFind academic program list Register for a campus visitRegister for a campus visit Inquire about enrollment… if simpleInquire about enrollment… if simple Check application statusCheck application status Pay an enrollment depositPay an enrollment deposit
  • 38. Bob Johnson Consulting, LLC 38 Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website Mobile AppMobile App – Different apps forDifferent apps for different devicesdifferent devices – How will peopleHow will people find your app?find your app? – Not easy to updateNot easy to update – HigherHigher performanceperformance possible/Easier usepossible/Easier use Mobile WebsiteMobile Website – Access from anyAccess from any mobile devicemobile device – Can find usingCan find using “search”“search” – Easy to updateEasy to update – Will perform as wellWill perform as well as you build it/Notas you build it/Not great right nowgreat right now
  • 39. Bob Johnson Consulting, LLC 39 Make things easy in mobile…Make things easy in mobile… “As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product development, New York Times
  • 40. Bob Johnson Consulting, LLC 40 The NY Times on mobile…The NY Times on mobile…
  • 41. Bob Johnson Consulting, LLC 41 Build a new mobile site?Build a new mobile site? ““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon. – “…“… the mobile context is so differentthe mobile context is so different from the desktop one it deserves directfrom the desktop one it deserves direct consideration vs. justconsideration vs. just mangling downmangling down aa full-size site.”full-size site.” Drew Stevenson, University of Minnesota,Drew Stevenson, University of Minnesota, 20102010
  • 42. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4242 Mobile Marketing in HigherMobile Marketing in Higher EducationEducation Kettering UniversityKettering University College of CharlestonCollege of Charleston
  • 43. Bob Johnson Consulting, LLC 43 The first image… while it loadsThe first image… while it loads
  • 44. Bob Johnson Consulting, LLC 44 At the site… brand imprintAt the site… brand imprint
  • 45. Bob Johnson Consulting, LLC 45 Ready to inquire?… one stepReady to inquire?… one step
  • 46. Bob Johnson Consulting, LLC 46 Immediate email response…Immediate email response…
  • 47. Bob Johnson Consulting, LLC 47 A task-oriented home page…A task-oriented home page…
  • 48. Bob Johnson Consulting, LLC 48 No “finger flicking” here…No “finger flicking” here…
  • 49. Bob Johnson Consulting, LLC 49 Easy to scan academic majors…Easy to scan academic majors…
  • 50. Bob Johnson Consulting, LLC 50 Clean, simple program page…Clean, simple program page…
  • 51. Bob Johnson Consulting, LLC 51 Mobile access to your website…Mobile access to your website…
  • 52. Bob Johnson Consulting, LLC 52 Texting…Texting… Ongoing communication for thoseOngoing communication for those who opt-in to receive itwho opt-in to receive it – Recruitment eventsRecruitment events – Important news updatesImportant news updates Rules similar to email:Rules similar to email: – Must opt-inMust opt-in – Easy to opt-outEasy to opt-out
  • 53. Bob Johnson Consulting, LLC 53 Building a database: RecruitmentBuilding a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates
  • 54. Bob Johnson Consulting, LLC 54 A short summary…A short summary… Strategy: prepare now to give futureStrategy: prepare now to give future students mobile accessstudents mobile access – Identify key tasks for future students that areIdentify key tasks for future students that are “mobile friendly.”“mobile friendly.” – Use analytics to monitor rise of mobile accessUse analytics to monitor rise of mobile access – Give resource priority to mobile site overGive resource priority to mobile site over mobile apps if you mustmobile apps if you must Ability in mobile will influence perceptionAbility in mobile will influence perception of your brandof your brand
  • 55. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5555 Stay up to date…Stay up to date…
  • 56. Bob Johnson Consulting, LLC 56 Mobile Marketing Association…Mobile Marketing Association… http://mmaglobal.com/policieshttp://mmaglobal.com/policies
  • 57. Bob Johnson Consulting, LLC 57 Mobile Marketing HandbookMobile Marketing Handbook http://www.mobilemarketinghandbook.com/http://www.mobilemarketinghandbook.com/
  • 58. Bob Johnson Consulting, LLC 58 Mobile MarketerMobile Marketer http://www.mobilemarketer.com/http://www.mobilemarketer.com/
  • 59. Bob Johnson Consulting, LLC 59 Mobile in Higher Ed blogMobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/
  • 60. Bob Johnson Consulting, LLC 60 Jakob Nielsen Usability Report…Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/
  • 61. Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6161 Thank You!Thank You! Bob Johnson, Ph.D.Bob Johnson, Ph.D. PresidentPresident Bob Johnson Consulting, LLCBob Johnson Consulting, LLC Marshall, MI 49068Marshall, MI 49068 248.766.6425248.766.6425 bob@bobjohnsonconsulting.combob@bobjohnsonconsulting.com Customer Carewords Website ResearchCustomer Carewords Website Research www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

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