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Social Media and Graduate Student Recruitment

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Overview of how people use social media, followed by case studies from University of Phoenix and University of Texas - Austin, with emphasis on stronger recruitment results for graduate and …

Overview of how people use social media, followed by case studies from University of Phoenix and University of Texas - Austin, with emphasis on stronger recruitment results for graduate and professional schools.

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  • 1. Social Media and Graduate Student Recruitment ©Robert E. Johnson, Ph.D. 2010 Graduate Student Marketing Seminar Education Dynamics – Aslanian Conferences New York, N.Y. July 29 , 2010
  • 2. Getting Started
  • 3. The “Groundswell”… http://www.forrester.com/Groundswell
    • “ A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.”
        • Groundswell, Harvard Business Press, 2008
    • What’s in the Groundswell…
      • Facebook
      • YouTube
      • LinkedIn
      • Wikipedia
      • Rate My Professor
      • And a host of other sites
  • 4. Do you agree?
    • Question…
      • “ If a school has 11,000 students and 319 FB fans now at official site, what fan level says FB is important for marcom?” (Asked on Twitter)
    • Answer #1…
      • moreheadstate @ HighEdMarketing “I'd say 2. Very little effort and that's two more people you are reaching. Also depends on what you are using it for.”
    • Answer #2…
      • rachelreuben @ HighEdMarketing “I'd argue it's more about the volume & quality of conversation & interaction than # of fans.”
  • 5. Online adults in the United States… Data from Forrester Research Technographics® surveys, 2009
    • How people 25 to 34 and 35-44 use social media
      • Creators…. 32% and..... 23%
      • Critics……… 45% and….. 34%
      • Collectors… 26% and….. 20%
      • Joiners…… 70% and….. 54%
      • Spectators… 79% and….. 73%
      • Inactives…… 10% and….. 17%
        • Groups overlap… thus the high total percent
  • 6. Is “Social Media” a marketing tool?
    • Yes…
      • But not a direct sales/recruitment tool
      • Social media allow potential students to listen to people talk about their experience with you
      • Social media allows people to ask questions about the value of your degree and get “experience answers” from your students
      • You can’t escape social media discussions
      • You can monitor and influence them
  • 7. Social Media traffic… July 10, 2010 http://www.hitwise.com/resources/data-center.php
    • 1. Facebook… 55.64%
    • 2. YouTube… 16.80%
    • 3. MySpace… 10.75%
    • 4. Twitter… 1.17%
    • 5. Yahoo! Answers… .92%
    • 6.Tagged… .91%
    • 7. myYearbook… .68%
    • 8. Windows Live Home… .41%
    • 9. Mylife… 0.36%
    • 10. MocoSpace… 0.35%
    • 15. LinkedIn… .20%
  • 8. To make social media work…
    • Clear responsibility to someone…
    • Update frequently
    • Monitor what’s happening
    • Beware of censorship
    • Prominent links from official website
    • Monthly activity reports
      • Participation rate
      • Topics of interest
  • 9. Case Study: University of Phoenix Build online communities that allow current and future students to… “ interact, keep up with and explore the world of University of Phoenix.”
  • 10. Centered on the home page… http://www.phoenix.edu/
  • 11. From the home page link… http://www.phoenix.edu/students/online_communities.html
  • 12. 77 Facebook pages…
  • 13. The primary page… 47,292 liking it
  • 14. Active “Discussions” page…
  • 15. Complaints about faculty… OK
  • 16. Twitter… 3,375 followers
  • 17. LinkedIn for alumni… 7,457 members
  • 18. YouTube: 2,007 subscribers
  • 19. Case Study: University of Texas
  • 20. School of Business… 1,877 “like” it http://www.facebook.com/#!/UTMcCombsSchool?ref=ts
  • 21. Facebook Alumni site… 1,318 “like” it http://www.facebook.com/#!/McCombsBBAAlumni
  • 22. MBA class of 2010… not very active http://bit.ly/cmjKfT
  • 23. “ Walled garden” on Facebook? http://bit.ly/9xRUsM
  • 24. School of Business… 3,346 followers http://twitter.com/utexasmccombs
  • 25. Business alumni… 593 followers https://twitter.com/UTMcCombsAlumni
  • 26. YouTube by school… silly? http://www.youtube.com/watch?v=ERImtzXb5oI
  • 27. YouTube by school… serious? http://www.youtube.com/watch?v=UeBIWydpzho
  • 28. You can’t control… What others say about you…
  • 29. No control… 3,968 views, 205 comments http://www.youtube.com/watch?v=OiqVhshLmQk
  • 30. No control… 323 reviews http://www.guidetoonlineschools.com/online-reviews/university-of-phoenix
  • 31. No one is immune… 13 NYU reviews http://www.viewpoints.com/New-York-University-reviews
  • 32. Rate My Professor… http://www.ratemyprofessors.com/
  • 33. Rate My Professor expands… http://twitter.com/ratemyprofessor/......
  • 34. Stay up to date…
  • 35. Groundswell blog… http://blogs.forrester.com/groundswell/
  • 36. Dave Evan’s Blog… http://www.readthis.com/
  • 37. Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
  • 38. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com