Webinar: Why Earned Media Overpowers Social Media in Student Recruitment

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This webinar defines the facets of earned media as well as its relevance to social media and emerging technologies in driving student recruitment and admissions strategies for institutions of every size.

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  • American Sentinel University is an accredited online institution founded as a Vanderbilt University Technology Company in 2006 by nationally recognized academic and business leaders in 2006. American Sentinel realized it needed to increase and drive more qualified leads to its site and focus on growing the volume of its social media connections and engagement and partnered with EMG to perform a needs analysis and create a strategic recommendation for how best to connect with their intended audiences using social media.
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  • Webinar: Why Earned Media Overpowers Social Media in Student Recruitment

    1. 1. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 1Why Earned Media Overpowers Social Media In Student Recruitment : Webinar #EMGwebinar 6.5.2012 Presented by: Damien S. Navarro @damiennavarro Visitemg.com @EMGtheagency
    2. 2. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 2About EMG• Adaptive marketing agency• Located in Culver City, CA• Established in 1999• Clients Include: EXPERIENCE PERFORMANCE RELATIONSHIPS TECHNOLOGY STRATEGY Personalization, En Campaigns, Awareness, Influ Development, Research, Plann gagement & Testing & ence & Social Customization ing & Analysis Entertainment Intelligence Marketing & Integration
    3. 3. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 3Presenter Introduction • Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital • Focused on helping clients to think strategically and to maximize internal and external resources • SME in technology innovations and marketing, and behavioral marketing trends • Experienced industry thought leader, public speaker and author • Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications • Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment
    4. 4. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 4Welcome!About EMG Webinars• Short Q&A session will occur at end of presentation• Webinar presentation will be recorded• Links to be sent to attendeesPresentation posted to EMG Knowledge Center
    5. 5. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 5EMG helps organizations of all types and sizes Active Clients
    6. 6. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 6Exploring Earned Media
    7. 7. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 7Quick Survey• How many of you currently use the term “earned media” regularly?
    8. 8. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 8Quick Survey• How many of you currently use the term “earned media” regularly?• How many of you believe it’s the same as social media?
    9. 9. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 9Quick Survey• How many of you currently use the term “earned media” regularly?• How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?
    10. 10. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 10Quick Survey• How many of you currently use the term “earned media” regularly?• How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)?
    11. 11. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 11Quick Survey• How many of you currently use the term “earned media” regularly?• How many of you believe it’s the same as social media?• Who is responsible for their social media channels in this room?• Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)? The Truth: All social media IS earned media, but not all earned media is social media.
    12. 12. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 12How do we plan a vacation?
    13. 13. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 13How do we? Pick a Restaurant? Fact: A 2011 study by the National Restaurant Association confirms that consumers who use social media including apps, Twitter, Facebook, Foursquare, U rban Spoon not only dine out more but are more likely to become return customers. (ReadWriteWeb)
    14. 14. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 14How do we? Pick a Restaurant? Pick a Movie?
    15. 15. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 15How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
    16. 16. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 16How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
    17. 17. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 17How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
    18. 18. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 18How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? She wishes! My Mom Katie
    19. 19. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 19How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
    20. 20. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 20How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
    21. 21. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 212012 Most Interesting Earned Media Facts1. 80 percent of companies use social media for recruitment. (source)2. More than 48MM have watched the VW Darth Vader Kid ad on YouTube. (source)3. Ford Explorer launch on Facebook was more effective than a Super Bowl ad. (source)4. 69 percent of parents are “friends” with their children on social media. (source)5. Groupon will reach $1 billion in sales faster than any company in history. (source)6. 25% of search results for the world’s top 20 brands are links to UGC. (source)7. 34% of bloggers post opinions about products and brands. (source)8. 90 percent of consumers trust peer recommendations. (source)
    22. 22. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 222012 Facts The #RLTM Scoreboard: Social Networking Stats for the Week •Facebook: over 845 million users via Facebook •Twitter: over 200 million users via AllTwitter •Renren: over 170 million users via iResearch iUser Tracker •Qzone: 500 million active users via China Internet Watch •Sina Weibo: over 250 million users via Forbes •LinkedIn: 135 million members via LinkedIn •Groupon: 115 million subscribers via Reuters • Google Plus: over 90 million users via Larry Page •Tumblr: 42 million blogs via Tumblr •Posterous: 3.9 million members via SF Gate •Pinterest 7.5 million monthly uniques via TechCrunch •Foursquare: 15 million users via Mashable •Instagram 15 million users via The Next Web
    23. 23. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 23Evaluating the role of earned media Influencer? Are you a
    24. 24. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 24Evaluating the role of earned media Thought Leader? Are you a
    25. 25. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 25Evaluating the role of earned media Storyteller? Are you a
    26. 26. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 26Evaluating the role of earned media Publisher? Are you a
    27. 27. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 27Evaluating the role of earned media Connector? Are you a
    28. 28. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 28Evaluating the role of earned media Problem Solver? Are you a
    29. 29. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 29Evaluating the role of earned media Or are you a Tweet’r Thrower
    30. 30. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 30Evaluating the role of earned media Or are you a Facebook’r Builder
    31. 31. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 31Evaluating the role of earned media Or are you a Like’r Mastermind
    32. 32. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 32Evaluating the role of earned media Or are you a Fan’r Strategist
    33. 33. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 33Evaluating the role of earned media Or are you a Pinterest’r Player
    34. 34. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 34 Evaluating the role of earned mediaLet’s change the conversation and our focus away from this!
    35. 35. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 35The Media Eco-systemHolistic review of your brand and your competitors, agnostic ofindividual marketing vehicles (e.g., search, social, mobile) PAID MEDIA Channels a brand, pays to leverage OWNED MEDIA Channels a brand, owns and SHARED MEDIA controls Conversation between brand & EARNED MEDIA consumers as the Organic coverage of channel a brand across channels
    36. 36. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 36Earned Media Broken Down Reputation Management What the crowd says you are! Ranking, ‘Buzz- worthiness’, Klout, Sentiment Earned Media
    37. 37. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 37Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, Conten worthiness’, Klout, Sentiment t, Promotions Earned Media
    38. 38. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 38Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Coverage What influencers say you are! Wiki, Blog coverage, Publishers, Newswo rthiness
    39. 39. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 39Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
    40. 40. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 40Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, worthiness’, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
    41. 41. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 41Earned media helps organizations influence the big picture
    42. 42. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 42Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace?
    43. 43. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 43Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
    44. 44. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 44Earned media helps organizations influence the big picture How do we increase leads How do we test, streamline, and online transactions in measure and optimize the an increasingly competitive conversion funnel for our marketplace? target audiences? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
    45. 45. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 45Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
    46. 46. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 46Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we develop key performance indicators and predictive models? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
    47. 47. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 47Earned media helps organizations develop a recruitment strategy Fact: 95% of wall posts are not answered by brands (All Facebook)
    48. 48. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 48Earned media helps organizations evolve their brand Fact: Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (Boston.com)
    49. 49. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 49Earned media helps organizations identify new audiences and touch points Fact: What makes people re- tweet? 92% say it’s interesting content! 84% say humor. (WhiteFireSEO)
    50. 50. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 50Earned media helps organizations support a transmedia campaign Rank-driven Content & Tablet Apps Popularize Blog Sites Mobile 3rd PartyImproved Organic Social EquitySearch Event Promotions Fact: Among college students and young professionals, 24% experience 3 to 5 interruptions in a given hours, while 84% get interrupted at least once Improved Sharing while trying to complete a project. (GigaOm)
    51. 51. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 51Earned Media helps organizations measure and optimize conversion and transactions Fact: Auto-posting to Facebook decreases likes and comments by 70% (Inside Facebook) Fact: Tweets last 67x longer with brands with higher klout scores (Mashable)
    52. 52. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 52Earned media helps organizations leverage the power of the influencers Fact: Nearly every large charity is on Facebook but only 60% of the Fortune 500 are!
    53. 53. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 53 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni /Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
    54. 54. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 54 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni /Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
    55. 55. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 55 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, E On-Site, Seeking Or awakening Influencer identification xperience, C Examination Disgruntled & of needs Opinion ommunity of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni /Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
    56. 56. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 56 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni /Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced With earned media, we aim to reverse that flow of influence in the other direction
    57. 57. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 57EMG’s Approach to Media Planning
    58. 58. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 58Earned Media Strategic Insights Analysis Model
    59. 59. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 59Approaching Brand Alignment Brand Identity Brand Identity Insights Insights Communication Communication Does it all align? We say, “We are committed to wellness and health” They perceive, “You are committed to wellness and health”
    60. 60. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 60RECOMMENDATION!Going Beyond the Demographic to Audience Profile• Live user data and analytics• Accounts for life experience and interests• Determines likes, neutral and dislikes• Looks at unique cultural differences and preference• Explores real-world influencers and responses
    61. 61. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 61EMG Discovery TacticsProfiling by ExperiencesTactic: “Day in the life” Tactic: Documentation of Tactic: Student Lifecyclestoryboards and creative Target Audience Diagram and Workflowsmood boards Lifestyles & Experiences 4%
    62. 62. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 62EMG Discovery TacticsProfiling by Engagement BehaviorsTactic: Monitoring Tactic: Identifying Earned Tactic: Analyzing KeyWhere, When, Why, and Media Consumption Performance IndicatorsHow They Engage and Task Completions 4%
    63. 63. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 63EMG Discovery TacticsProfiling by Interests & Content ConsumptionTactic: What types of Tactic: What topics are Tactic: What keywordscontent formats do they they drawn to? and nomenclature areconsume? Video? they using to search?Featurettes? Blogs? 4%
    64. 64. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 64EMG Discovery TacticsProfiling by Medium & Technology UsageTactic: Understanding Tactic: Understanding Tactic: UnderstandMobile Access & Usage work vs. home access to broadband accessibility and touch usage and touch points points 4%
    65. 65. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 65EMG Discovery TacticsProfiling by Online Social / Community BehaviorsTactic: Crowdsourcing & Tactic: Identifying Tactic: AssessingSocial Listening indirect relationships and conversations and influencers sentiment 4%
    66. 66. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 66Things to think about!• Explore brand misalignment first!• Benchmark and experiment• Diagnose the Funnel – pinpoint the areas of need/risk/opportunity• Reputation Intel/Measurement (or lack thereof)• Explore search (SEO/SEM) and paid and its impact (or lack there of)• Identify Rogues! Identify Partners! Encourage the early adopters!• Determine if the plan feasible? Measurable?• Identify the naysayers and devil’s advocates? Make them stakeholders
    67. 67. Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 67Thank you for your time!Damien S. NavarroManaging Partner, EMGdnavarro@visitemg.com

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