Social Media & Mobile Marketing: Recruitment Strategy Opportunities

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Mobile marketing and social media opportunities for graduate and professional school student recruiting. Case study examples from University of Phoenix and University of Tulsa

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Social Media & Mobile Marketing: Recruitment Strategy Opportunities

  1. 1. <ul>Social Media & Mobile Marketing: Recruitment Strategy Opportunities </ul><ul>NAGAP Winter Institute for Advanced Graduate Professionals January 20-21 , 2011 Fort Lauderdale, FL. </ul>
  2. 2. <ul>Part I: Social Media </ul><ul><li>Connecting like-minded people with current events and stories… </li></ul>
  3. 3. <ul>The social media “Groundswell”… </ul><ul><li>“A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.” </li></ul><ul><ul><ul><li>Groundswell, Harvard Business Press, 2008 </li></ul></ul></ul>
  4. 4. <ul>What’s in the Groundswell… </ul><ul><li>Facebook
  5. 5. YouTube
  6. 6. LinkedIn
  7. 7. Wikipedia
  8. 8. Rate My Professor
  9. 9. And a host of other sites </li></ul>
  10. 10. <ul>Online adults in the United States… Data from Forrester Research Technographics® surveys, 2010 </ul><ul><li>How people use social media… </li></ul><ul><ul><li>Creators………………. 23%
  11. 11. Conversationalists…… 31%
  12. 12. Critics…………………..33%
  13. 13. Collectors………………19%
  14. 14. Joiners………………….59%
  15. 15. Spectators……………...69%
  16. 16. Inactives……………….. 19% </li><ul><li>Groups overlap… thus the high total percent </li></ul></ul></ul>
  17. 17. <ul>Social Media traffic… Jan 1, 2011 http://www.hitwise.com/resources/data-center.php </ul><ul><li>1. Facebook……………63.25%
  18. 18. 2. YouTube…………….19.20%
  19. 19. 3. MySpace……………...2.53%
  20. 20. 4. Yahoo! Answers……… .98%
  21. 21. 5. Twitter…………………. .97%
  22. 22. 12. LinkedIn……………… .23% </li></ul>
  23. 23. <ul>Is “Social Media” a marketing tool? </ul><ul><li>Yes… an indirect one </li></ul><ul><ul><li>Social media allow potential students to listen to people talk about their experience with you
  24. 24. Social media allows people to ask questions about the value of your degree and get “experience answers” from your students
  25. 25. Monitor and influence social media discussions </li></ul></ul>
  26. 26. <ul>To make social media work… </ul><ul><li>Clear responsibility to someone…
  27. 27. Update frequently
  28. 28. Monitor what’s happening
  29. 29. Beware of censorship
  30. 30. Prominent links from official website
  31. 31. Monthly activity reports </li></ul><ul><ul><li>Participation rate
  32. 32. Topics of interest </li></ul></ul>
  33. 33. <ul>Case Study: University of Phoenix </ul><ul><li>Build online communities that allow current and future students to… </li></ul><ul>“ interact, keep up with and explore the world of University of Phoenix.” </ul>
  34. 34. <ul>From a home page link… http://www.phoenix.edu/students/online_communities.html </ul>
  35. 35. <ul>The primary page… 66,437 liking it </ul>
  36. 36. <ul>Active, critical “Discussions” page… </ul>
  37. 37. <ul>Complaints about faculty… </ul>
  38. 38. <ul>Complaints about financial aid… </ul>
  39. 39. <ul>YouTube: 2,398 subscribers, 593 friends… </ul>
  40. 40. <ul>UPhoenix degree is “not worthy”?... 429 comments on LinkedIn </ul>
  41. 41. <ul>Other examples: Ball State University, Walden University, UT: McCombs School of Business </ul>
  42. 42. <ul>Ball State FB for Online Students http://www.facebook.com/ballstateonline </ul>
  43. 43. <ul>Open discussions at Walden… http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=4715 </ul>
  44. 44. <ul>Monitor & reply in 24 hours… http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=15129 </ul>
  45. 45. <ul>Create a YouTube presence… http://www.youtube.com/user/utmccombsschool </ul>
  46. 46. <ul>Twitter requires frequency… http://twitter.com/#!/utexasmccombs </ul>
  47. 47. <ul>Blogs are social media… http://www.hbs.edu/about/connect/ </ul>
  48. 48. <ul>Program specific mash-ups… http://www.mgt.ncsu.edu/mba/news/social/ </ul>
  49. 49. <ul>People will be critical… </ul><ul><li>No university is Disney World
  50. 50. “ Walled gardens” are gone </li></ul>
  51. 51. <ul>Responding to critical content… </ul><ul><li>Perfection isn’t expected… don’t claim it
  52. 52. In most cases, don’t respond immediately
  53. 53. Monitor the response of your community </li></ul><ul><ul><li>Best defense is from students and alumni </li></ul></ul><ul><li>Identify yourself as an “official” person
  54. 54. Offering to fix a problem is fine </li></ul>
  55. 55. <ul>UVA… comments to FB English dept update </ul><ul><li>Negative: </li></ul><ul><ul><li>“ When I was an English major at UVa, before switching…, I noticed that the only things the English department… seems to like are 1) itself 2) its own professors' voices and 3) worthless instructional methods, all tinted with a heaping dose of irrelevance.” </li></ul></ul>
  56. 56. <ul>UVA… comments to FB English dept update </ul><ul><li>Positive: </li></ul><ul><ul><li>“I was an English major at UVa… and I had exactly the opposite experience. I wonder if the difference lies in attitude. If you see literature as 'irrelevant' one wonders why you decided to become an English major in the first place. Kudos to the department for continuing to adapt its approaches to changing times.” </li></ul></ul>
  57. 57. <ul>Stay up to date… </ul>
  58. 58. <ul>Forrester blogs… http://blogs.forrester.com/category/social_media_marketing </ul>
  59. 59. <ul>Pew Internet research reports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx </ul>
  60. 60. <ul>Part II: Mobile Marketing </ul><ul><li>Instant access… </li></ul><ul>All the time, from anywhere </ul>
  61. 61. <ul>How small will things get? http://bit.ly/d9ihtP </ul>
  62. 62. <ul>Key Strategy Question: </ul><ul><li>Why should I put scarce resources into mobile marketing? </li></ul>
  63. 63. <ul>The answer… </ul><ul><li>Website experience shapes brand perception… </li></ul>
  64. 64. <ul>Growing expectation… </ul><ul><li>A “mobile friendly” online experience </li></ul>
  65. 65. <ul>Tales from the Research… 1 </ul><ul>Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D </ul>
  66. 66. <ul>Mobile phone use, 2009 to 2010 </ul><ul><li>80% of adults (18+) owned mobile phones in 2010… no change from 2009 </li></ul><ul><ul><li>Take a picture…. 66 to 76%
  67. 67. Send & receive text messages… 65 to 72%
  68. 68. Send & receive email… 25 to 34%
  69. 69. Access the Internet… 25 to 38%
  70. 70. Send & receive instant messages… 20 to 30%
  71. 71. Record video… 19 to 34% </li></ul></ul>
  72. 72. <ul>“Young adults” 18 to 29… </ul><ul><li>Heavy use of “mobile” in many areas… </li></ul><ul><ul><li>Send/receive text messages… 95%
  73. 73. Take a photo.. 93%
  74. 74. Access Internet… 65%
  75. 75. Send/receive email… 52%
  76. 76. Use social networking site… 48% </li></ul></ul><ul><li>Still low… </li></ul><ul><ul><li>Purchased a product… 20% </li></ul></ul>
  77. 77. <ul>Tales from the Research… 2 </ul><ul>“ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j </ul>
  78. 78. <ul>Main mobile problems in 2009… </ul><ul><li>4 major problems </li></ul><ul><ul><li>Small screens
  79. 79. Awkward input
  80. 80. Slow downloads
  81. 81. Poor design for mobile </li></ul></ul><ul><li>All improved in 2010 </li></ul>
  82. 82. <ul>Reason for optimism… </ul><ul><li>Task success was higher at sites designed for mobile access… </li></ul><ul><ul><li>64% task completion at “sites for mobile”
  83. 83. 53% task completion at regular websites </li></ul></ul><ul><li>Larger screen = more success </li></ul><ul><ul><li>Regular cell phones… 38% success
  84. 84. Regular smartphones… 55% success
  85. 85. Touch screen phones… 75% success ◄ </li></ul></ul>
  86. 86. <ul>State of Mobile Marketing </ul><ul><li>Best uses for “mobile”…
  87. 87. Your regular website is not obsolete </li></ul>
  88. 88. <ul>Mobile tasks: recruitment </ul><ul><li>Find academic program list
  89. 89. Register for a campus visit
  90. 90. Inquire about enrollment… if simple
  91. 91. Check application status
  92. 92. Pay an enrollment deposit </li></ul>
  93. 93. <ul>Mobile App vs. Mobile Website </ul><ul><li>Mobile App </li></ul><ul><ul><li>Different apps for different devices
  94. 94. How will people find your app?
  95. 95. Not easy to update
  96. 96. Higher performance possible/Easier use </li></ul></ul><ul><li>Mobile Website </li></ul><ul><ul><li>Access from any mobile device
  97. 97. Can find using “search”
  98. 98. Easy to update
  99. 99. Will perform as well as you build it/Not great right now </li></ul></ul>
  100. 100. <ul>Make things easy in mobile… </ul><ul><li>“ 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.” </li></ul><ul><ul><li>Robert Z. Samuels, director of mobile product development, New York Times </li></ul></ul>
  101. 101. <ul>The NY Times on mobile… </ul>
  102. 102. <ul>Build a new mobile site? </ul><ul><li>“ Mobilize, don’t miniaturize”… anon. </li></ul><ul><ul><li>“… the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.” </li><ul><li>Drew Stevenson, University of Minnesota, 2010 </li></ul></ul></ul>
  103. 103. <ul>Don’t start people here… the iPhone trap </ul>
  104. 104. <ul>Case Study: Mobile Marketing for Graduate Recruitment </ul><ul><li>University of Tulsa, Collins College of Business </li></ul>
  105. 105. <ul>Patience is often required… </ul>
  106. 106. <ul>Major program areas at the start… </ul>
  107. 107. <ul>Specific areas of study available… </ul>
  108. 108. <ul>Faculty and courses highlighted… </ul>
  109. 109. <ul>Faculty details & contact info… </ul>
  110. 110. <ul>Making an inquiry… name first </ul>
  111. 111. <ul>Phone is optional… </ul>
  112. 112. <ul>Starting date… FT or PT? </ul>
  113. 113. <ul>Email and print response… </ul>
  114. 114. <ul>Don’t ask unless you use it… </ul>
  115. 115. <ul>Alternative inquiry… one step </ul>
  116. 116. <ul>Texting… </ul><ul><li>Ongoing communication for those who opt-in to receive it </li></ul><ul><ul><li>Recruitment events
  117. 117. Important news updates </li></ul></ul><ul><li>Rules similar to email: </li></ul><ul><ul><li>Must opt-in
  118. 118. Easy to opt-out </li></ul></ul>
  119. 119. <ul>A short summary… </ul><ul><li>Strategy: prepare now to give future students mobile access </li></ul><ul><ul><li>Identify key tasks for future students that are “mobile friendly.”
  120. 120. Give resource priority to mobile site over mobile apps if you must </li></ul></ul><ul><li>Ability in mobile will influence perception of your brand </li></ul>
  121. 121. <ul>Stay up to date… </ul>
  122. 122. <ul>Mobile Marketing Association… http://mmaglobal.com/policies </ul>
  123. 123. <ul>Mobile Marketing Handbook http://www.mobilemarketinghandbook.com/ </ul>
  124. 124. <ul>Mobile Marketer http://www.mobilemarketer.com/ </ul>
  125. 125. <ul>Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/ </ul>
  126. 126. <ul>Jakob Nielsen Usability Report… http://www.nngroup.com/reports/mobile/ </ul>
  127. 127. <ul>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 </ul>

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