Putting the in

What is Web 2.0 Web 2.0 is linking people… … people sharing, trading and collaborating… 2007 Digital Ethnography, Kansas State University

Web 2.0 is linking people…

… people sharing, trading and collaborating…

where a user can create a profile… and build a personal network that… A social networking site is an online place… connects him or her to other users.

55% of teens use social networking sites

9 out of 10 teens use Social Networking sites to keep in touch with those they see frequently

Club Penguin, ages 7 - 12 MySpace, ages 12 - 17 Facebook ages 18 - 25 Linkedin ages 26 and up

Digg

Flickr

Traineo

Last.fm

2 nd most visited Website in the world!

3M to 10.5M users in one year USA Today, March 9, 2006

Twitter – platform for mobile updates

Some institutions have begun to participate in the community!

Some institutions have begun to participate in the community!

Now give me some specific marketing strategies!

Now give me some specific marketing strategies!

Communication patterns are changing e-mail Texting IMing FACEing Blogging

e-mail

Texting

IMing

FACEing

Blogging

You can no longer control the message

You must change your strategy… … to one of participation

… to one of participation

A social networking marketing strategy will help you… Reach new audiences and draw them to your Web site Keep existing visitors coming back to your site with regularity Connect with your prospective students with authenticity Engage prospective students with your institution in an active and real way Build relationships

Reach new audiences and draw them to your Web site

Keep existing visitors coming back to your site with regularity

Connect with your prospective students with authenticity

Engage prospective students with your institution in an active and real way

Build relationships

Leverage blogs Create an admission office blog and have counselors update it with daily experiences Interviews, file review, tours, events Highlight faculty blogs on important topics Develop a culture of blogging at the institution; find interesting and positive blogs to highlight on recruitment pages How can we use blogs to reach other audiences? Counselors Parents

Create an admission office blog and have counselors update it with daily experiences

Interviews, file review, tours, events

Highlight faculty blogs on important topics

Develop a culture of blogging at the institution; find interesting and positive blogs to highlight on recruitment pages

How can we use blogs to reach other audiences?

Counselors

Parents

Use social media Post photos to flickr Make photo groups and encourage participation by students, alumni, and staff Hold a contest to make the best tour video Evaluate on authenticity Target and syndicate all content

Post photos to flickr

Make photo groups and encourage participation by students, alumni, and staff

Hold a contest to make the best tour video

Evaluate on authenticity

Target and syndicate all content

Engage in social networking Encourage admission counselors to create “professional” profiles on MySpace and/or Facebook Develop guidelines of course Pull site content onto Facebook pages

Encourage admission counselors to create “professional” profiles on MySpace and/or Facebook

Develop guidelines of course

Pull site content onto Facebook pages

Start small Set goals Target one new feature per recruitment cycle Don’t forget to reduce efforts in more costly and time consuming marketing efforts

Start small

Set goals

Target one new feature per recruitment cycle

Don’t forget to reduce efforts in more costly and time consuming marketing efforts

Control Fabricate Deceive

Facilitate Guide Filter