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Social Media: Enhancing Retention      One Student at a Time                            @uwplatteville        University o...
Who We Are      Sarah P. Miller                                                                                         St...
Enrollment14,000                                                                     Undergraduate Enrollment12,000       ...
Student Retention90                                                                  National Average Retention80         ...
Student Retention                                Are students returning?        99%                        99%            ...
Student Retention Academic                               Factors that                                       Attitudes andP...
Student Retention   Primary reason students leave?Lack of student engagement.       University of Wisconsin-Platteville   ...
Student Engagement1984         Alexander Astin’stheory of engagement: “the amount of             physical and psychologica...
Student Engagement   According to Wikipedia, student engagement occurs when: “Students make a psychological investmentin l...
Student Engagement                                                   Related to increased criticalAcademic                ...
Student Retention                              Freshman Orientation                             Learning CommunitiesTradit...
Student Retention  Reach students where they are: ONLINE                                              Nearly Report using ...
Apparently we are ONLINE as well   98%                                                                                84% ...
Student Retention     33%                                 >                                    20%  6 hours or more       ...
Student ExpectationsProspective Students                                                             Believe colleges     ...
Student Retention   Social                    AcademicIntegration                 Integration                             ...
Student RetentionEngagement                                                             Student                           ...
Student RetentionMeet students where                                                                          Ease transit...
Student RetentionUniversity of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Platforms                              Facebook                                                  Foursquare3,590% growth  ...
Facebook growth700060005000400030002000                                                                Number of fans1000 ...
Make them love you! Great                                      Conversation                                     Engagement...
Great contentMake it easy. Create an opening.Closed         “Who doesn’t love a snow day? Have a good one!”Open           ...
Engagement strategies              DOs                                                DON’Ts  1. Commit.                  ...
“ROI”University of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Sentiment        How do people feel about you?This is the most important metric.   I hate                                 ...
Interaction   Want to  increase                                                                                  INTERACT!...
Walk the fine lineEngagement?                                                                                           Or...
This is social ROIUniversity of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Social ROIUniversity of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Social ROIUniversity of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Facebook Groups                                                              UW-Platteville                               ...
Secret Weapon                                                             Jamie engenders:                                ...
ROI         “I would also use the Facebook group to ask questions I         may have had about campus, my schedule, meal  ...
ROIUniversity of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
Continued Engagement                                                           University of                              ...
Thank you!                Stacie Byers                                              Sarah Miller             byerss@uwplat...
University of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
University of Wisconsin-Platteville   | www.uwplatt.edu |   @uwplatteville
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Social Media: Enhancing Retention One Student at a Time

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Social Media: Enhancing Retention One Student at a Time

  1. 1. Social Media: Enhancing Retention One Student at a Time @uwplatteville University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  2. 2. Who We Are Sarah P. Miller Stacie ByersDirector of Social Community, Marketing Manager, University Information and Prospective Student Communication Services @SarahPMiller Twitterless Stacie University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  3. 3. Enrollment14,000 Undergraduate Enrollment12,000 (Actual and Projected)10,000 8,000 6,000 4 year 4,000 2 year 2,000 0 Source: U.S. Department of Education, National Center for Education Statistics, Higher Education General Information Survey (HEGIS), "Fall Enrollment in Colleges and Universities" surveys University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  4. 4. Student Retention90 National Average Retention80 Rates for First-time College70 Freshman6050 4 year4030 2 year2010 0 Retention Rates of First-time College 2004 2005 2006 2007 2008 2009 2010 Freshman Returning for Their Second Year. Source: NCES, IPEDS Fall 2004-2010 Enrollment Retention Rate File University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  5. 5. Student Retention Are students returning? 99% 99% 98% 77%Columbia University (NY) Yale University University of Chicago National Average among 4 year post-secondary institutions. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  6. 6. Student Retention Academic Factors that Attitudes andPerformance influence Satisfaction Academic STUDENT SocialIntegration RETENTION Integration University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  7. 7. Student Retention Primary reason students leave?Lack of student engagement. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  8. 8. Student Engagement1984 Alexander Astin’stheory of engagement: “the amount of physical and psychological energy that the student devotes to the academic experience”.1993 Astin states that fellow students are the “single most potent source of influence in the college student experience.”1996 Student Engagement was first Student Engagement identified as a “buzzword” in education circles. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  9. 9. Student Engagement According to Wikipedia, student engagement occurs when: “Students make a psychological investmentin learning. They take pride not simply in earning the formal indicators of success (grades) but in understanding the material and incorporating or internalizing it in their lives." University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  10. 10. Student Engagement Related to increased criticalAcademic thinking, analytic competencies, and intellectual development. Related to increased psychological adjustment and maturity, increased Social persistence, and positive social self-concept. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  11. 11. Student Retention Freshman Orientation Learning CommunitiesTraditional Freshman SeminarsIntegration Programs Mentoring Programs Peer Groups University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  12. 12. Student Retention Reach students where they are: ONLINE Nearly Report using social networking sites 100% Report spending onehour or more per week 80% Source: Noel-Levitz, 2012 E-Expectations Report; Higher Education Research Institute (2007) University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  13. 13. Apparently we are ONLINE as well 98% 84% 100% of colleges report using some form of social media Source: Barnes &Lescault University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  14. 14. Student Retention 33% > 20% 6 hours or more 1 hour or lessStudents who spend more time on social networks report being more satisfiedwith their social life. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  15. 15. Student ExpectationsProspective Students Believe colleges should have social 74% media Sites Search for colleges 76% on social media sites Would join a social networking site for 33% their collegeSource: Noel-Levitz, 2012 E-Expectations Report University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  16. 16. Student Retention Social AcademicIntegration Integration Engagement University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  17. 17. Student RetentionEngagement Student Retention University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  18. 18. Student RetentionMeet students where Ease transitions withthey are at connections to peers Ease transitions withFoster engagement connections to facultyCreate a sense of Provides a familiarcommunity online channel to(and offline) communicate University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  19. 19. Student RetentionUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  20. 20. Platforms Facebook Foursquare3,590% growth Twitter Google + since 2009 LinkedIn Pinterest YouTube University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  21. 21. Facebook growth700060005000400030002000 Number of fans1000 0 University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  22. 22. Make them love you! Great Conversation Engagementcontent Interactions, not numbers. Community, not platforms. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  23. 23. Great contentMake it easy. Create an opening.Closed “Who doesn’t love a snow day? Have a good one!”Open “The best thing to do on a snowy day is ______.” Reframe. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  24. 24. Engagement strategies DOs DON’Ts 1. Commit. 1. “Set it and forget it.” 2. Make a plan. 2. Assume students can do it for you. 3. Create compelling content. 3. Worry about negative posts. 4. Consider your audience. 4. Go on and on. 5. Stack the deck. 5. Post without reviewing. 6. Know your campus. 6. Be creepy. 7. Look for opportunities. 7. Abandon your page. 8. Change plans. 8. Give up.University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  25. 25. “ROI”University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  26. 26. Sentiment How do people feel about you?This is the most important metric. I hate I love I’m neutral. you. you. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  27. 27. Interaction Want to increase INTERACT!interaction? University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  28. 28. Walk the fine lineEngagement? Or creeping? University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  29. 29. This is social ROIUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  30. 30. Social ROIUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  31. 31. Social ROIUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  32. 32. Facebook Groups UW-Platteville Incoming Class of 2012University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  33. 33. Secret Weapon Jamie engenders: •Trust •Authenticity •LegitimacyUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  34. 34. ROI “I would also use the Facebook group to ask questions I may have had about campus, my schedule, meal plans, orientation, etc. I cannot say enough how much help this group has given me!” - Caleb “The group helped me make friends immediately once I was on campus. Most of the time I would meet people in line at dinner and Id notice they were from the Facebook group and wed both say "I know you!” It made me feel as if I was already a part of campus before I even arrived.” - JodyUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  35. 35. ROIUniversity of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  36. 36. Continued Engagement University of Wisconsin-Platteville Class of 2015University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  37. 37. Thank you! Stacie Byers Sarah Miller byerss@uwplatt.edu millersara@uwplatt.edu University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville11/20/2012 37
  38. 38. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville
  39. 39. University of Wisconsin-Platteville | www.uwplatt.edu | @uwplatteville

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