Originally presented at the AMA Symposium of the Marketing of Higher Education on 11/18/15.

1. How marketers can best influence
the student decision journey
Using LinkedIn to Deepen
Relationships Throughout the
Entire Student Lifecycle

3. Overview
Four Trends Shaping the Future of Education
Three Trends Putting Wind in Our Sails
LinkedIn’s Solutions & Point of View
Platform Insights & Higher Education Research
Partner Case Study

4. Chapter 1
​ Four Trends Shaping
​ the Future of Education

5. Affordability is in the Spotlight
#1

6. Measuring Outcomes Increasingly Important
#2

7. Higher Ed Decisions Becoming More Social
45%
of prospective MBA
students say word of
mouth recommendations
are more important than
rankings
Carrington Crisp. Tomorrow’s MBA 2014
#1
Friends and family are
the top non-school
resource when
researching b-schools
2014 GMAC Prospective Students Survey
#3

8. Relationships Matter: Social Impacts Your
School’s Visibility
#4
Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013
91%
81%
Increased visibility
with customers
Increased
loyalty

9. ​ Declining interest in MBA
​ Shrinking future audience
​ Competition has increased
​ Cost per inquiries rising
It’s a Challenging World for Education Marketers

10. Chapter 2
​ Three Trends Putting
​ Wind in Our Sails

11. Online Learning is Proliferating
Like Never Before
TREND ONE

12. 270k+ Lynda Videos
​ Supplement curricula
​ Promote faculty and staff development
​ Support classroom technologies
​ Drive student engagement and success

13. TREND TWO
Technology is Enabling Better
Measurement of Student Success

14. Measurement & Adaptive Learning
Are Progressing

15. Employers Increasingly Working with
Education Providers to Develop Curricula
TREND THREE

16. ​ Partnering for Graduate Success & Employment

17. Chapter 3
​ LinkedIn’s Solutions
​ & Point of View

18. The LinkedIn Value
Proposition for Higher
Education:
The most effective
platform to impact
the entire
student-professional
journey

19. LinkedIn is the business dashboard
for the world’s professionals
Stay Connected Stay Informed Get Hired
​ Over 400 million members in over 200 countries and territories.

20. Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
USA
122M+
EMEA
127M+
APAC
78M+
LATAM
55M+

21. SchoolsCompanies Knowledge SkillsMembers Jobs
The Economic Graph
400M+ 4M+ 3M+ 25K+ 17M+ presentations
1M+ long-form posts
270K+
Lynda videos

22. ​ Particularly on professional social networks
Students Seek Educational Information Online
LinkedIn survey – US April 2014
86%
54%
53%
49%
39%
38%
32%
22%
22%
Institution Website
Online News Publication
Peers
Professional Social
Brochures
Friends / Family
Email
Trade Events / Open-days
Personal Social Networks
Professional
networks used
over 2x more
than personal
networks

23. Research
Schools
Acquire
Knowledge
Develop
Profile
Build
Network
Connect
with Alumni
Internship
Job
Upgrade
Skills
Develop
Career
Support
Causes
LinkedIn Products (Paid & Organic) Support the
Entire Student-Professional Journey

24. LinkedIn Products Support All
Major Educational Departments
Admission
Education
Career ServicesDevelopment
IP/Thought
Leadership
Marketing
Educational
Institution

25. The Education Marketing Funnel is Inefficient
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT
MARKETERS’ FOCUS

26. LinkedIn Changes the Shape of the Marketing Funnel
MARKETERS’ FOCUS LINKEDIN IMPACT AREA
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT

27. LinkedIn Leads are More Complete and Qualified
MARKETERS’ FOCUS LINKEDIN IMPACT AREA
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT

28. LinkedIn Can Turn Enrollees into Graduates
MARKETERS’ FOCUS LINKEDIN IMPACT AREA
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT

29. LinkedIn Products Make Graduates More Successful
MARKETERS’ FOCUS LINKEDIN IMPACT AREA
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT

30. MARKETERS’ FOCUS LINKEDIN IMPACT AREA
Increased Positive Outcomes Makes
Future Marketing More Efficient
SEE AND CLICK ON ADS
CONVERT TO ENROLLMENTS
CONVERT TO LEADS
GRADUATE/COMPLETE THE PROGRAM
ACHIEVE MEANINGFUL EMPLOYMENT
SUCCESSFULGRADUATES
WILLHELPTHEIRCAUSE

31. 3
How LinkedIn Helps Higher
Education Marketers Today

32. Reach only the right people
Deliver highly relevant
content in the right channel
Acquire new customers
Imagine if the funnel worked like it should

33. Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
products that impact
every stage of your
funnel and get results
The only full-funnel professional platform

34. Connections
Company Industry
Size
Skills
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation
Powered by rich first-party data

35. 3
So, what does this allow you to do?

36. Be Relevant Early
InMail 2.0 + Sponsored Updates

37. Be Everywhere On and Off Desktop

38. Be Helpful Throughout
Outcomes / School Finder

39. Be Helpful Throughout
Alumni Tool

40. Measure It All

41. Future Developments

42. 2016 Product Themes
Enhanced targeting through
various advancements that allow
marketers to show &
demonstrate proof of successful
outcomes
Expand ways for brands to
engage prospects with content
both on and off LinkedIn
Strive for simplicity, give
marketers access to a holistic
view of their LinkedIn programs,
and make it easy for them to
attribute value.
Make it Easy to Use &
Measure Success
Drive Next Level
Performance
Extend Program
Reach

43. Chapter 4
​ Platform Insights &
​ Higher Education Research

44. 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed
2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014
of admissions directors
did not meet their 2015
enrollment goals
58%
of all American jobs will
require some sort of
education beyond high
school by 2018
63%
It’s challenging to convert prospects to students
but the value of the degree is still there

45. How can higher
education marketers
impact the decision
process of today’s
empowered prospect?
?

46. LinkedIn Survey and Internal Data: August 2015
This deck features U.S. Results
1,627 total respondents including:
• 502 MBA / Masters Intenders
• 524 MBA / Masters Grads
Understanding today’s higher education decision journey
We surveyed 15,000+ respondents on LinkedIn
Brazil
Australia
India
Germany
UK
France
USA
Canada
Hong Kong
Singapore
Netherlands
South Korea
Japan
Spain

47. Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
The decision process is
exclusive and it’s critical
to make the shortlist
Key Findings

48. The decision-making process is exclusive
Only 3
schools make the
prospects’ shortlist
72%
develop their shortlist
before reaching out to
a school representative
93%
end up enrolling
at a school from
their shortlist
Base: MBA and Masters Grads (n=524)
It’s critical to make the short list

49. Friends and peers are key influencers
Institution
website
Friends/
Peers
Information
Sessions
Professional
Networks
55%
50%
25%
Professional networks
are 3x as influential as
personal networks
Professional
Networks
Personal
Networks 8%
25%
25%
Top influential sources when considering further
education
Base: MBA and Masters Intenders (n=502)

50. Increased earnings drives the higher education decision
26%
32%
48%
48%
54%
Increased confidence in my current job
Develop leadership skills
Passion for learning
The need to up-skill
Seeking a higher salary
Increasing Trend:
Skill development
to compete in
today’s world
Base: MBA and Masters Intenders (n=502)
Top 5 factors influencing the decision to undertake higher education

51. Millennials (18-34) Gen X (35-49)
Seek a higher salary Passion for learning
Need to up-skill Need to up-skill
Passion for learning Seek a higher salary
Develop leadership skills Develop leadership skills
​ Millennials and GenXers both have a strong passion
for learning, but for different reasons
1
Base: MBA and Masters Intenders (n=502)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education

52. 64%
71%
79%
83%
90%
Location of campus
Tuition fees
University reputation (overall)
Program format
Faculty/teacher quality
University Ranking
came in 7th
Base: MBA and Masters Intenders (n=502)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learning
experience is more important than cost

53. Flexible study options are essential
But there are differences by age
Base: MBA and Masters Intenders (n=502)
48%
41%
33%
26%
24%
Part-Time Local Online Hybrid ( face-to-
face and online)
Full-Time Local
(in-country)
Full-Time Local
(within commuting
distance)
GenXers are 58%
more likely to want
online study options.
Millennials are
21% more likely
to want part-time
local study options.

54. Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Career Advice
Information on courses and degree programs
Expert commentary and
reviews
Staff and lecturer profiles
Alumni profiles/achievements
Institution rankings
Education and industry news
Base: MBA and Masters Intenders (n=502)

55. Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them relevant content at each stage
will help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Base: MBA and Masters Intenders (n=502)

56. Peer groups
and professional networks
are a significant influence
Millennials are driven by
a different mindset than
Gen X
Prospects seek specific
content
at each stage
Key Findings
Implication:
Engage early in the
decision process with
a relevant content
marketing strategy
Implication:
Understand the nuances
of your audience and
target them with relevant
content by decision stage
Implication:
Test different types of
content for Millennials
vs. Gen X that address
their different drivers
Implication:
Arm alumni and
professional groups with
information that is easily
shared with prospective
students
The decision-making
process is exclusive and
making the short list is
critical

57. 5
What insights do you have about audience
quality?

58. “Financial Resilience” of
the LinkedIn audience is
very high
“Grit” (or likelihood of
perseverance) of the
LinkedIn audience is
significantly better
Key Findings

59. 40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55-65
Age
% who “probably” or “certainly” could come up with
$2,000 next month for an unexpected need
*Sample size: US Adults = 1,931 (from Lusardi, Schneider & Tufano, 2011), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326.
LinkedIn Members Are More Financially Resilient

60. 3.0
3.2
3.4
3.6
3.8
4.0
4.2
25-34 35-44 45-54 55-64
Age
Mean Grit Score
*Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096. Grit scores based on 8-item grit scale.
LinkedIn Members Also Have Significantly Higher Grit

61. 3.0
3.2
3.4
3.6
3.8
4.0
4.2
25-34 35-44 45-54 55-64
Age
Mean Grit Score
*Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326. Grit scores based on 8-item grit
scale.
And For-Profit Intenders Have Significantly Higher Grit

62. LinkedIn survey – US April 2014
of members are
at least considering
further study
49%
LinkedIn members are highly driven to undertake
further education
12%
6%
7%
10%
0-6 6-12 12-18 18+
Months
35%
14%
Aren’t sure yet
Likely to undertake future study in
the next...

63. Kellogg Case Study

64. LinkedIn Paid Social
Kellogg Executive Education 2015
KELLOGG EXECUTIVE EDUCATION
Copyright or confidentiality statement. 64

65. Kellogg Executive Education
• Non-degree program to help senior leaders who may
have gone to business school decades ago keep their
skills current.
• Where executives build dynamic skillsets to stay ahead
of market needs.
• For individuals looking to grow in their careers.
• For leaders looking to grow their people.
Copyright or confidentiality statement. 65

66. Experience and Offerings
• Approximately 50 open-enrollment programs to choose
from, covering leadership, governance, management,
strategy, operations, and more.
• Immersive, collaborative learning environment that
balances academic theory with real-world application.
• Programs range from three days to three weeks.
• Led by globally recognized scholars and award-winning
practitioners.
• Opportunities to engage with industry experts and peers.
Copyright or confidentiality statement. 66

67. Goals and Tactics
• Goals
– Lead generation (top-of-funnel, allowing us to
regularly market via email and other channels)
• Benefits of LinkedIn
– A targeted market of executives who are already in a
business-and-learning mindset when they find our
posts in their feed
– Traffic to conversion-focused landing pages also
allows for fast testing of new concepts
– Gain in followers is a notable secondary benefit
Copyright or confidentiality statement. 67

68. Successful Posts
Copyright or confidentiality statement. 68

69. Successful Posts
Copyright or confidentiality statement. 69

70. Results
Copyright or confidentiality statement. 70

71. Q & A

72. Thank You