Social Media for Continuing Education and Contract Training
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Social Media for Continuing Education and Contract Training

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Join Kathy Yeager of Contract Training Edge and David Toth of WorkSmart Integrated Marketing, as they discuss the usage of Social Media in Continuing Education and Contract Training....

Join Kathy Yeager of Contract Training Edge and David Toth of WorkSmart Integrated Marketing, as they discuss the usage of Social Media in Continuing Education and Contract Training.

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http://worksmart-emarketing.com/education/whitepaper_form.php

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Social Media for Continuing Education and Contract Training Social Media for Continuing Education and Contract Training Document Transcript

  • Social Media for Continuing Education and Contract Training Units Kathy Yeager Contract Training Edge David Toth WorkSmart Integrated Marketing
  • Contents Introduction 2 Tough Times Call for Different Marketing Techniques 3 But what is social media? 4 Addressing the concerns of Higher Education Managers 7 Why You Should Look at Social Networking 11 Final Thoughts 13 Conclusion 14 About the Authors 15 Appendix A—Survey Results 16 Appendix B—10 Ways Universities Share Information Using Social Media 19 Copyright WorkSmart Integrated Marketing and Contract Training Edge, 2009 Page 
  • Introduction A paradigm shift is occurring, thanks to the onslaught of social networking. Even though this movement is not going away, organizations around the world—including colleges—have been slow to shift with it. The shift is changing the way businesses and organizations are marketing themselves. Should social networking be part of the marketing mix for today’s colleges? This white paper will explore the phenomenal growth of social networking—and determine if it’s a viable method for marketing Continuing Education and Contract Training. Kathy Yeager, baby boomer and President of Contract Training Edge, along with David Toth, Gen Y entrepreneur and President of WorkSmart Integrated Marketing have compiled a comprehensive view of how social networking is affecting institutions across the country and how it may or may not be impacting your school. To better understand if colleges and universities are utilizing these tools, we conducted a survey of over 200 institutions across the country. The results are reviewed within this white paper and can be found in Appendix A. This white paper will be followed by a series of white papers and webinars that take a closer look at specific types of social media, such as Facebook, Twitter and Linkedin, as well as a guide for many current eMarketing techniques. Copyright WorkSmart Integrated Marketing and Contract Training Edge, 2009 Page 2
  • Social Media for Continuing Education and Contract Training Units Tough Times Call for Different Marketing Techniques T he economy has changed the way we do business. With unemployment at an all-time high, people of all ages DVRs and satellite radio are hurting the effectiveness of television and radio commercials. And it’s difficult for colleges are going back to school to learn new to track the Return on Investment (ROI) skills to become more marketable or with these mediums. are leveraging social networks to find jobs and make connections. Despite this The result: hunger for education, open enrollment Money wasted in a time when for Continuing Education and Contract every penny counts. Training is down in some states because businesses are cautious about spending Therefore, Continuing Education and money on classes and training for Contract Training Areas must devise employees. new ways to reach individuals and businesses with their specific programs. In addition, most colleges are also They must differentiate themselves from facing budget cuts. The cuts have online schools that are utilizing the most affected positions, programs, travel and modern and viral forms of marketing. growth. Colleges can no longer afford to Taking advantage of social networking market the same old way. The printed tools could be the silver bullet to catalogues, glossy brochures, and flashy marketing your institution to the masses mailers aren’t producing the enrollment and truly creating a personalized results they once enjoyed. Many catalogs educational experience. never reach the intended recipient and are either lost in the shuffle or discarded. Copyright WorkSmart Integrated Marketing and Contract Training Edge, 2009 Page 
  • Social Media for Continuing Education and Contract Training Units But what is social media? S ocial media is all about having a conversation—a two-way dialogue that allows for real discussion through The purpose of these conversations, engaging people in discussion and spreading the content virally, is to various online mediums, such as develop relationships. The relationships forums and blogs, social networking are what ultimately result in activity (or sites, YouTube and other tools. Social enrollment) from the viral recognition. media, or user-generated content, Another benefit of using social networks allows anyone to develop conversations is that it provide cost-effective ways for and engage with others. Its structure you to send your message and provide presents multiple viral and word-of- information to people in a personalized, mouth opportunities. one-to-one way. For example, on Facebook Kathy In today’s economy, colleges are looking and David have a few friends and for new markets and new business organizations in common. When David to help them grow. There could be posts a video on a page that Kathy is huge benefits for colleges to use social connected to, she sees the video on networking for both researching and her news feed. From there, people recruiting prospective students as well visiting Kathy’s page can see her news as maintaining current ones. Social feed which now contains David’s video, networking tools can give colleges and resulting in a VIRAL, extended social universities an opportunity to speak to circle that spreads content rapidly. audiences directly, reaching thousands of Copyright WorkSmart Integrated Marketing and Contract Training Edge, 2009 Page