Oh My!
Wikis, Podcasts, Blogs, etc.
wherethehellismatt.com
Oh My!
Wikis, Podcasts, Blogs, etc.
knowledgecenter.targetx.com
   /groups/accessgroup/
Interactive Recruiting Solutions
 Student Recruitment Manager (CRM)
     Email, Blogs, Social Networks
   Search Campaigns...
Clarification & Focus
Blogs IM/SMS    Email Social Nets
               vs.
    Twitter Podcasts Wikis
Millennials +
the Internet =
 _________
      ???
GI Generation (84-107)
 Silent Generation (66-83)
  Baby-Boomers (48-65)
    Generation X (27-47)
     Millennials (5-26)
...
Traditional Recruiting
 Print a Catalog or Viewbook
     and They Will Come.
Traditional Recruiting
      Undergraduate Recruiting in Junior Year
           Direct Mail Search Campaigns
     Letter S...
It’s all “talk at”
   marketing.
Web 2.0
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Think this way:
      1.0 = passive
       2.0 = active
The web is more like a conversation
           than a library.
Top 10 Web Sites Ages 17-25
                                Youth Trends and eMarketer.com, October 2006




             ...
Generational Online Activity Differences
100




75




50




25




 0

      12-17        18-28        29-40           ...
It’s about people’s desire to
  connect with each other.
Today, you must
  “talk with.”
Consumer
 Attitudes
64%
Believe Advertising is “Dishonest” or “Unrealistic”
                   Consumers 18-65 years old, Ad Age 2006
Brand Confusion
    Coke vs. Pepsi
  Apple vs. Microsoft
Brand Clarity
“for the working professional”
Marketing Immunity
3,000-5,000 Daily Messages
      Neurological Blockades
Building Brand Recognition
    Hasn’t Been Harder
Quality.
    No Longer Differentiates
Difficult to Define in Higher Education
Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
   A “me-too” product development philosophy
 ...
Stories not Stats.
People not Programs.
Commodity
anything for which there is demand, but which is supplied
   without qualitative differentiation across a market
E   X   E   R   C   I   S   E




What Kind of Car?
 How would your students answer this?
75%
Students Spend Researching Colleges Online
                 Harris Interactive, 2004
84%
Use the College’s Website Most Heavily in their Research
                         Eduventures, 2007
High School Students: College Website Activity Discrepancies
         Activity                                            ...
99%
Join Facebook Groups Before Arriving on Campus
             Amherst College IT Study, 2008
Graduate Students: College Website Activity Discrepancies
        Activity                                                ...
64%
Prefer Website vs. Brochures
      E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%
Prefer Email vs. Direct Mail
      E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%
of Prospective Graduate Students use Instant Messaging
                   E-Expectations: Graduate Edition, Noel-Nevit...
Medium Choices of Teens
      Pew Internet & American Life Project, Teens and Technology, July 2005




                  ...
Takeaway
    Preference for Electronic Communication
Want Details on Cost and Financial Aid - EARLIER
   Desire to Connect...
Recruiting 2.0
You are no longer in control of the conversation.
               who, when & how
Retention begins with being
  authentic in recruiting.
So where do you start?
What’s your objective?
        Listening
        Speaking
       Energizing
       Supporting
       Embracing
Are you listening?
Prospects, applicants, current students and alumni
      are already talking about you online.
Technorati (blog search)
YouTube search
If u do 1 thing
50/90%
of Non-profit Institutions Follow-up with Prospect within a Month
               (90% of For-profit institutions do...
Final Thoughts.
Today the most important conversation
 is not the marketing monologue but
the dialogue between your audience.
Rethink the Budget
   Distribution Print vs. Web, On-Campus vs. Off
Stop the “have to” Activities (hint: start with travel...
Start Earlier
Brand Recognition Begins in Freshman Year
 College Search Starts in Sophomore Year
   Short List is Made Bef...
Let go.
        Remember, you’re not in control.
      Remember, they don’t trust marketers.
 Remember, they are talking a...
Change Now.
           Differentiate or Die.
  Bury the competition. Stop being nice.
Know what you do best. Outsource the...
Change Agents
Don’t lead change because it makes sense.
  Lead change because you believe you
   must get ahead of an appr...
Brian’s Bookshelf
Brian’s Podcasts
Oh My!
Wikis, Podcasts, Blogs, etc.
Access Group Presentation
Access Group Presentation
Access Group Presentation
Access Group Presentation
Access Group Presentation
Access Group Presentation
Access Group Presentation
Access Group Presentation
Upcoming SlideShare
Loading in...5
×

Access Group Presentation

459

Published on

by Brian Niles

Published in: Education, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
459
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Access Group Presentation

  1. 1. Oh My! Wikis, Podcasts, Blogs, etc.
  2. 2. wherethehellismatt.com
  3. 3. Oh My! Wikis, Podcasts, Blogs, etc.
  4. 4. knowledgecenter.targetx.com /groups/accessgroup/
  5. 5. Interactive Recruiting Solutions Student Recruitment Manager (CRM) Email, Blogs, Social Networks Search Campaigns, Campus Visits
  6. 6. Clarification & Focus Blogs IM/SMS Email Social Nets vs. Twitter Podcasts Wikis
  7. 7. Millennials + the Internet = _________ ???
  8. 8. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (5-26) New Silent Generation (0-4)
  9. 9. Traditional Recruiting Print a Catalog or Viewbook and They Will Come.
  10. 10. Traditional Recruiting Undergraduate Recruiting in Junior Year Direct Mail Search Campaigns Letter Series-Based Communication Plans Viewbooks, Roadpieces, Department Brochures Large Open Houses, Info Sessions and Group Tours High School/Company Visits & College/Graduate Fairs
  11. 11. It’s all “talk at” marketing.
  12. 12. Web 2.0
  13. 13. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  14. 14. Think this way: 1.0 = passive 2.0 = active The web is more like a conversation than a library.
  15. 15. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  16. 16. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  17. 17. It’s about people’s desire to connect with each other.
  18. 18. Today, you must “talk with.”
  19. 19. Consumer Attitudes
  20. 20. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  21. 21. Brand Confusion Coke vs. Pepsi Apple vs. Microsoft
  22. 22. Brand Clarity “for the working professional”
  23. 23. Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockades
  24. 24. Building Brand Recognition Hasn’t Been Harder
  25. 25. Quality. No Longer Differentiates Difficult to Define in Higher Education
  26. 26. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  27. 27. Stories not Stats. People not Programs.
  28. 28. Commodity anything for which there is demand, but which is supplied without qualitative differentiation across a market
  29. 29. E X E R C I S E What Kind of Car? How would your students answer this?
  30. 30. 75% Students Spend Researching Colleges Online Harris Interactive, 2004
  31. 31. 84% Use the College’s Website Most Heavily in their Research Eduventures, 2007
  32. 32. High School Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 24% 90% Online Application 22% 86% IM with Counselor 6% 70% Campus Visit Request 25% 84% Tuition Calculator 33% 88% Faculty Profile 26% 69% Student Profile 31% 63% Forwarded Page 34% 63% Online Survey 50% 72% Personalize Site 39% 58% Inquiry Form 72% 73% Navigating Toward E-Recruitment, Noel-Levitz, Inc.
  33. 33. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  34. 34. Graduate Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 27% 93% Request Campus Visit 18% 80% Completed RSVP Form 20% 77% Emailed Current Student 13% 71% Read Faculty Blog 16% 72% IM with Admissions 13% 68% Read Student Blog 19% 66% Downloaded Podcast 6% 41% Downloaded Video Podcast 6% 38% Online Chat Event 11% 35% E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  35. 35. 64% Prefer Website vs. Brochures E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  36. 36. 63% Prefer Email vs. Direct Mail E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  37. 37. 71% of Prospective Graduate Students use Instant Messaging E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  38. 38. Medium Choices of Teens Pew Internet & American Life Project, Teens and Technology, July 2005 What We Use to Talk Email to “Old People” IM Casual Written Conversations with SMS Friends
  39. 39. Takeaway Preference for Electronic Communication Want Details on Cost and Financial Aid - EARLIER Desire to Connect with Students and Faculty Use “New” Communication Tools (Blog & IM)
  40. 40. Recruiting 2.0 You are no longer in control of the conversation. who, when & how
  41. 41. Retention begins with being authentic in recruiting.
  42. 42. So where do you start?
  43. 43. What’s your objective? Listening Speaking Energizing Supporting Embracing
  44. 44. Are you listening? Prospects, applicants, current students and alumni are already talking about you online.
  45. 45. Technorati (blog search)
  46. 46. YouTube search
  47. 47. If u do 1 thing
  48. 48. 50/90% of Non-profit Institutions Follow-up with Prospect within a Month (90% of For-profit institutions do so) Eduventures, 2006
  49. 49. Final Thoughts.
  50. 50. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  51. 51. Rethink the Budget Distribution Print vs. Web, On-Campus vs. Off Stop the “have to” Activities (hint: start with travel) Avoid the many online marketing fads - calc ROI! Focus on what WILL work - Not what ALWAYS worked Doesn’t necessarily mean additional funding
  52. 52. Start Earlier Brand Recognition Begins in Freshman Year College Search Starts in Sophomore Year Short List is Made Before Junior Year Enhance Junior Year Recruiting Activities
  53. 53. Let go. Remember, you’re not in control. Remember, they don’t trust marketers. Remember, they are talking about you anyways. Remember, they want to figure out the truth. Remember, their parents are talking about you too.
  54. 54. Change Now. Differentiate or Die. Bury the competition. Stop being nice. Know what you do best. Outsource the rest. Plan for the worst. Question everything. Take charge. Lead. Do not follow. All hands on deck.
  55. 55. Change Agents Don’t lead change because it makes sense. Lead change because you believe you must get ahead of an approaching “discontinuity” in order to survive. Jack and Suzy Welch, BusinessWeek, October 2008
  56. 56. Brian’s Bookshelf
  57. 57. Brian’s Podcasts
  58. 58. Oh My! Wikis, Podcasts, Blogs, etc.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×