All Things Electronic
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All Things Electronic

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Presentation given at the Aslanian Group spring workshop in Chicago on May 29, 2008

Presentation given at the Aslanian Group spring workshop in Chicago on May 29, 2008

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    All Things Electronic All Things Electronic Presentation Transcript

    • All Things Electronic. Recruiting in the Interactive Age
    • Interactive Recruiting Solutions Email, Blogs, Social Networks Search Campaigns, Campus Visits Student Recruitment Manager (SRM)
    • Millennials + the Internet = _________ ???
    • GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (5-26) New Silent Generation (0-4)
    • The Next Adult Generation Born in 1982 “New Silent Generation” College, Work, Family, etc. High School Elementary School Boomer Parents GenX Parents
    • E-Expectations of Adults. Noel-Nevitz, 2007
    • 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-Nevitz, 2007
    • 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
    • Takeaway Preference for Electronic Communication Want Details on Cost and Financial Aid Desire to Connect with Students and Faculty Use “New” Communication Tools (Blog & IM)
    • Generational Differences
    • 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
    • Forrester Research, Inc. 2007 — Groundswell
    • Forrester Research, Inc. 2007 — Groundswell
    • Social Technographic Ladder Forrester Research, Inc. 2007 — Groundswell
    • 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
    • 2.0
    • Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
    • 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
    • Marketing Immunity 3,000-5,000 Daily Messages Neurological Blockaides
    • Today the most important conversation is not the marketing monologue but the dialogue between your audience.
    • Recruiting Revolutions 0.0 1.0 1.5 2.0 In the Beginning Adult Enrollment Growth The Internet Today Admissions as Aggressive Marketing Campaigns College Websites Paper-Processing Brochures, Catalogs, Corporate Visits Online Apps Department Open House Programs, Outdoor Ads Email Campaigns Online Chats
    • 2.0 Recruiting Revolution You are no longer in control of the conversation. who, when & how
    • It’s all about making connections online. Which is different from just being “interactive”
    • Website
    • Fix Your Website Strong, consistent brand image Focus on future customers Obvious, consistent navigation (from home page) Stories, not just facts Highlight Differentiation Update frequently (reason to return)
    • Transparency Differentiation Connections Stories Profiles
    • Tell Better Stories Stories not Stats. People not Programs. Must be real, unique and recent. Let “them” tell the story! BTW: Can’t be authentic & have editorial control
    • Blogs Online diary where readers may comment on posts made on typically focused topics.
    • Blogs & Diaries Entries should be short More than just text - add pictures! Hire bloggers with interesting things to tell Create expectations - don’t censor Encourage interaction through comment posts Offer RSS feed option
    • Social Network Single location for sharing, connecting and meeting online. e.g. MySpace, Facebook, Beebo, Ning
    • Social Networking It’s called MySpace, not YourSpace Trend is away from MySpace -> Facebook Encourage grad assistants to share info on their Facebook Create your own college’s branded social site (possibly replacing blogs & message boards)
    • MySpace More than 110 million unique users Heavy emphasis on “fantasy”, multiple personalities Showcases interests in music or film 1/2 of MySpace users are over 35 years old! Age 18-24 make up only 17% of users Transition to Facebook as students enter High School
    • Facebook 60 million active users (250,000 new per day) Begins with relationships & limits multiple personalities 6th highest trafficked site in USA Fastest growth are those over 25 years old Lots of free “applications” to enhance sharing New focus on social advertising & brand sharing
    • IM “Instant Messaging” Synchronous text conversations Can also be audio or video too!
    • What’s So Unique About it? Compared to Email ... it’s realtime (synchronous) Compared to the Phone ... it’s text only Compared to a Letter ... it’s very short Compared to In-Person ... location doesn’t matter
    • Why They Choose One Over the Other Pew Internet & American Life Project, Teens and Technology, July 2005 What We Use to Talk Email to “Old People” Casual Written IM Conversations with Friends
    • Instant Messaging Make it an available option It’s an Opportunity, not a Disruption Use away message (include email address) Promote screen name (bcards, website, etc.) AIM at least (MSN & Yahoo as options)
    • Podcast Distributed Digital Media File Often Audio & Sometimes Video Ability to Subscribe & Automatically Receive
    • What makes it unique? The ability to subscribe to a “podcast show” Receive new “shows” when they become available Started around August 2004 by Dave Winer & Adam Curry
    • MYTH DEBUNKED Do I need an Apple iPod to listen to Podcasts? You don’t even need a portable MP3 player You can listen to Podcasts on your computer
    • 125,000 Number of Podcasts Available in iTunes Apple Quarterly Earnings Webcast, January 2008
    • Who’s Listening? 22% Have Heard of Podcasting 11% Listen to Podcasts (27 million people) 50+% 35 Years or Younger Arbitron, April 2006
    • What are Colleges Doing? Still in “testing” mode Effectiveness is still unknown Student Interviews/Roundtable Discussions What’s Happening on Campus Sports, Music, Department Talkshows Events & Presentations On-Campus
    • Podcasting Do other things well first Consider time to record, produce and host Determine frequency you can commit to Make it real (um’s and ah’s are ok) Promote it on iTunes
    • Other Tips
    • Email Campaigns Short & sweet content Strong, targeted call-to-action “From” familiar to recipients Obvious subject line - not cute Limited HTML (or text-only) Measure results & adjust accordingly
    • Embrace Parents Collect their Name & Email Address Get Student’s Permission, of course Expect them and Embrace them at events Invite them to online chats, blogs, etc.
    • Stage Better Experiences Recreate Campus Visits, Receptions and Events Make them Memorable. Make them Interesting. Set the Expectations. Understand Visitor’s Needs. Customize the Visit When Possible. Eliminate Negative Cues - Now! Get Together with Undergraduate Admissions on This
    • 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.
    • If u do 1 thing
    • 50/90% of Non-profit Institutions Follow-up with Prospect within a Month (90% of For-profit institutions do so) Eduventures, 2006
    • Your Bookshelf
    • The Knowledge Center knowledgecenter.targetx.com
    • All Things Electronic. Recruiting in the Interactive Age