Outreach and Access through Social MediaPrepared for the NSPA 2009 Conference<br />
social|media<br />“<br />These days, any discussion of marketing and brand management among higher education officials is ...
many to|many<br />“<br />Social media are media designed to be disseminated through social interaction, created using high...
long|tail<br />- Chris Anderson in an October 2004 Wired magazine article<br />
long|tail<br />The scholarship long tail<br />
long|tail<br />19.8%<br />- 2008 Survey by Scholar Select<br />
long|tail<br />Zinch’s long tail<br />Percent of PVs in the long tail<br />Page views<br />Conversation<br />200<br />100<...
long|tail<br />“<br />The rewards<br />Stronger branding<br />More relevant  communication<br />Real communities and relat...
social|media<br />
online|education<br />
.edu|onlinegrowth<br />Social Media Links Research conducted by Blue Fuego<br />6 month growth (Mar 09 – Aug 09)<br />N=1,...
.edu|onlinegrowth<br />Study regarding teens online media use:<br /><ul><li> 98% of all students reported participating in...
 41% of incoming college freshmen reported using Google or other search engines to find information about a college.
 38% reported using sites, such as Zinch, MyCollege Options, College Board to match themselves with a good fit school.
 70% said colleges should have a myspace/facebook/youtube profile.</li></ul>Zinch Database study of over 5,000 students<br...
 82% of students that searched for a college on social media site found college information VERY HELPFUL.</li></ul>*Noel L...
email|passé<br />
email|passé<br />
say|what?<br />
say|what?<br />
say|what?<br />“<br />This is the most discouraging process ever!!<br />“<br />
say|what?<br />
it finds|us<br />
it finds|us<br />“<br />In the near future we will not search for scholarships, they will find us via social media<br />“<...
it finds|us<br />“<br />We will match you with scholarships you are most likely to qualify for…<br />“<br />
it finds|us<br />
it finds|us<br />
are you|ready?<br />
are you|ready?<br /> Four Step Process<br />Step 1: Become Aware<br />Step 2: Become Involved<br />Step 3: Drive Results<b...
1: become|aware<br />“<br />It starts with a combination of social and traditional tools to discover, listen, learn, and e...
1: become|aware<br />Google alerts<br /> How to…<br />http://www.google.com/alerts  <br />Your own foundation’s name<br />...
1: become|aware<br />Set up a search on Twitter <br />
1: become|aware<br />Check out your Zinch profile<br />
1: become|aware<br />Search the web<br />
1: become|aware<br />Namechk.com<br />
2: become|involved<br />“<br />If you’re not part of the conversation, then you’re leaving it to others to answer question...
2: become|involved<br />“<br /><ul><li>Start with your .edu/.org website</li></ul>Social networking is certainly no replac...
Focus on a few</li></li></ul><li>2: become|involved<br />Decide what your objectives are: <br />More applicants<br />Bette...
2: become|involved<br />Save time, by multiplying your efforts<br />Set up automated alerts through: <br />Facebook<br />T...
2: become|involved<br />Save time by involving others<br />
3: drive|results<br />If you build it, advertise it!<br />
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Social Media for Scholarship Providers

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The way in which teenagers engage with each other has changed significantly. Recent trends indicate a near ubiquitous acceptance and use of the Internet as the communication medium of choice. Consequently, the way colleges and scholarship programs connect with students is changing as well. Several online media offer unique ways to communicate with today's high school student and we will show examples of those that have embraced the Web in their outreach and are seeing success. An understanding of the tools available and the online approach can give your program the edge to effectively reach students.

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Social Media for Scholarship Providers

  1. 1. Outreach and Access through Social MediaPrepared for the NSPA 2009 Conference<br />
  2. 2. social|media<br />“<br />These days, any discussion of marketing and brand management among higher education officials is bound to end up colliding with the social Web. And it will most likely get stuck there. <br />“<br />- Steve Kolowich, Inside Higher Ed <br />
  3. 3. many to|many<br />“<br />Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.<br />“<br />- Wikipedia: Social Media<br />
  4. 4. long|tail<br />- Chris Anderson in an October 2004 Wired magazine article<br />
  5. 5. long|tail<br />The scholarship long tail<br />
  6. 6. long|tail<br />19.8%<br />- 2008 Survey by Scholar Select<br />
  7. 7. long|tail<br />Zinch’s long tail<br />Percent of PVs in the long tail<br />Page views<br />Conversation<br />200<br />100<br />0<br />Website pages, ranked by popularity<br />
  8. 8. long|tail<br />“<br />The rewards<br />Stronger branding<br />More relevant communication<br />Real communities and relationships <br />Better matches<br />Higher % apply<br />Happy students<br />Strong alumni networks<br />You’re engaging [students] on their turf, in their way, in order to help them solve problems, find information or simply engage them in valuable dialog.<br />“<br />- Brian Solis, www.briansolis.com<br />
  9. 9. social|media<br />
  10. 10. online|education<br />
  11. 11. .edu|onlinegrowth<br />Social Media Links Research conducted by Blue Fuego<br />6 month growth (Mar 09 – Aug 09)<br />N=1,387 four-year institutions in the United States<br />40.5% of schools (562) now have Social Media Links on either their homepage, admissions page, or alumni page, up from 20.5% (285) in March<br />
  12. 12. .edu|onlinegrowth<br />Study regarding teens online media use:<br /><ul><li> 98% of all students reported participating in some online social media platform.
  13. 13. 41% of incoming college freshmen reported using Google or other search engines to find information about a college.
  14. 14. 38% reported using sites, such as Zinch, MyCollege Options, College Board to match themselves with a good fit school.
  15. 15. 70% said colleges should have a myspace/facebook/youtube profile.</li></ul>Zinch Database study of over 5,000 students<br /><ul><li> 87% of students report using an online profile daily to interact with others.
  16. 16. 82% of students that searched for a college on social media site found college information VERY HELPFUL.</li></ul>*Noel Levitz/James Tower/NRCCUA E-expectations survey of 1,005 college-bound high school seniors in 2009 <br />
  17. 17. email|passé<br />
  18. 18. email|passé<br />
  19. 19. say|what?<br />
  20. 20. say|what?<br />
  21. 21. say|what?<br />“<br />This is the most discouraging process ever!!<br />“<br />
  22. 22. say|what?<br />
  23. 23. it finds|us<br />
  24. 24. it finds|us<br />“<br />In the near future we will not search for scholarships, they will find us via social media<br />“<br />
  25. 25. it finds|us<br />“<br />We will match you with scholarships you are most likely to qualify for…<br />“<br />
  26. 26. it finds|us<br />
  27. 27. it finds|us<br />
  28. 28. are you|ready?<br />
  29. 29. are you|ready?<br /> Four Step Process<br />Step 1: Become Aware<br />Step 2: Become Involved<br />Step 3: Drive Results<br />Step 4: Track Results<br />
  30. 30. 1: become|aware<br />“<br />It starts with a combination of social and traditional tools to discover, listen, learn, and engage directly with customers. It helps us find where the conversations are truly taking place… It’s about gathering intelligence.<br />“<br />- Brian Solis, www.briansolis.com<br />
  31. 31. 1: become|aware<br />Google alerts<br /> How to…<br />http://www.google.com/alerts <br />Your own foundation’s name<br />Keywords: scholarships, financial aid, FAFSA, etc. <br />Other providers<br />Socialmention.com<br />Allows you to run searches to see what is being said about you.<br />
  32. 32. 1: become|aware<br />Set up a search on Twitter <br />
  33. 33. 1: become|aware<br />Check out your Zinch profile<br />
  34. 34. 1: become|aware<br />Search the web<br />
  35. 35. 1: become|aware<br />Namechk.com<br />
  36. 36. 2: become|involved<br />“<br />If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. <br />“<br />- Brian Solis, www.briansolis.com<br />
  37. 37. 2: become|involved<br />“<br /><ul><li>Start with your .edu/.org website</li></ul>Social networking is certainly no replacement for a solid, well-designed Web site but it can support your other e-recruiting efforts<br /><ul><li>Make sure kids can do what they need/want to do</li></ul>“<br /><ul><li>Consider your resources
  38. 38. Focus on a few</li></li></ul><li>2: become|involved<br />Decide what your objectives are: <br />More applicants<br />Better applicants<br />More press<br />Better community<br />Stronger Alumni<br />Better communication<br />Direct call to action<br />How much is too much?<br />
  39. 39. 2: become|involved<br />Save time, by multiplying your efforts<br />Set up automated alerts through: <br />Facebook<br />Twitterfeed<br />EasyTweets<br />HootSuite<br />Power.com<br />
  40. 40. 2: become|involved<br />Save time by involving others<br />
  41. 41. 3: drive|results<br />If you build it, advertise it!<br />
  42. 42. 3: drive|results<br />Improve your email<br />RSS Feeds? Make them stand out<br />Noel levitz survey showed out of 15 action items on a college’s .edu site, 3rd most searched for items is rss to college news and/or blogs. Can students find your RSS?<br />
  43. 43. 4: track|results<br />What’s working?<br />Where are they coming from?<br />Easy and FREE!<br />
  44. 44. 4: track|results<br />
  45. 45. ask|questions<br />Who has the first question?<br />Need more help? Just say so…<br />daveb@zinch.com<br />Twitter.com/davidblake<br />Facebook.com/davidblake<br />Linkedin.com/in/davidblake<br />Zinch.com/davidblake<br />

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