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What’s new with LinkedIn for Higher Education?

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LinkedIn is investing in higher education, and this presentation will show how your university can take full advantage.

We share what is new with LinkedIn for Higher Education, including our new University Page experience. We also discuss fresh strategies for engaging prospects, students, and alumni. Take a tour of the top performing content marketing tactics being used on LinkedIn. Then steal those ideas. In the words of David Bowie, “The only art I’ll ever study is stuff I can steal from.”

What you will learn:

-- Five fresh ideas for breaking down institutional silos and working in harmony with your university colleagues.
-- Creative inspiration from the top performing content marketing tactics of other education marketers on LinkedIn.
-- How to get the most out of LinkedIn's new University page experience.

Published in: Education

What’s new with LinkedIn for Higher Education?

  1. 1. #LinkedInEDU WHAT’S NEW LINKEDIN FOR HIGHER ED with
  2. 2. 2 SPEAKERS Ira Amilhussin Sr. Marketing Manager LinkedIn @iraa Rob Humphrey Sr. Account Executive, Education LinkedIn @linkedinrob #LinkedInEDU
  3. 3. Today’s agenda 1) Breaking down silos with LinkedIn 2) Getting the most out of the new University Pages 3) Creating content that performs 4) Q&A #LinkedInEDU
  4. 4. “The symptoms of a silo are easy to recognize: Lack of cooperation, internal competition, breakdown in communication.” - Marcel Cote #LinkedInEDU
  5. 5. 5 Silos in academia are natural MARKETING ENGAGEMENTDEVELOPMENTADMISSIONS EDUCATION / FACULTY IP / THOUGHT LEADERSHIP CAREER SERVICES PROSPECTS / APPLICANTS QUALIFIED INQUIRIES APPLICATIONS TEACHING / TRANSCRIPTS PUBLICATIONS / RESEARCH PLACED HIRES FUNDS RAISED ALUMNI PARTICIPATION STUDENTS ALUMNI
  6. 6. 6 With LinkedIn, all aspects of the journey are unified MARKETING ENGAGEMENT DEVELOPMENT ADMISSIONS EDUCATION /FACULTY IP / THOUGHT LEADERSHIP CAREER SERVICES CAREER SERVICES
  7. 7. How is social media being used in business school admissions and career services? 7 +80% from accredited business schools 25 Respondents in Canada 90 Respondents in the U.S.
  8. 8. Social media usage is very high 8 71% use social media 98% use social media Admissions Career Services
  9. 9. Social media meets 2 important needs for admissions 9 • Add another dimension to admissions – 60% • Assess whether a candidate is a good fit – 40% • Engage potential applicants in conversations – 90% • Connect applicants with alumni or students – 55% • Inform candidates about application process – 55% Connecting with applicants Supplementing Admissions Info #LinkedInEDU
  10. 10. 10 http://lnkd.in/highered Resources for .edu marketing and admissions #LinkedInEDU
  11. 11. Social media meets 3 important needs for career services • Connect current students with alumni – 79% • Find and connect with alumni to discuss their support for student careers – 63% Facilitate alumni mentoring • Help current students build a strong social media profile to support job search – 84% • Provide information about campus career services to alumni – 65% Student & Alumni support • Research companies in a given sector – 67% Career research 11 #LinkedInEDU
  12. 12. Resources for .edu career services 12 http://students.linkedin.com
  13. 13. 5 Fresh Ideas for Breaking Down Silos
  14. 14. #LinkedInEDU#LinkedInEDU #1 Identify a common message to rally all departments around #LinkedInEDU
  15. 15. #LinkedInEDU#LinkedInEDU What is your unique value proposition? 3 critical questions 1. What is your school uniquely positioned to deliver? 1. Who are your customers and what matters most to them? 2. What proof or evidence is there to substantiate your value prop? #LinkedInEDU
  16. 16. #LinkedInEDU#LinkedInEDU Emory Goizueta School’s Hashtag Strategy #LinkedInEDU
  17. 17. #LinkedInEDU#LinkedInEDU #2 Create a culture of content #LinkedInEDU
  18. 18. #LinkedInEDU#LinkedInEDU You don’t have to go it alone Faculty Public Relations Career Services Freelance Writers Agencies #LinkedInEDU 18
  19. 19. 19 Higher Ed: Through the funnel Plan content that educates and inspires along with content that collects leadsUpper Funnel Brand Messaging Thought Leadership Registration, Download Information, Meet with an Enrollment Counselor Rankings, News, Career Advice, Courses/Degrees Program Value, Student Testimonials, Blog Content Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials Bottom Funnel Lead Focused Direct Messaging #LinkedInEDU
  20. 20. #LinkedInEDU#LinkedInEDU Share each other’s content LinkedIn Elevate Make it easy for employees to share quality, company-relevant content Empowering employees to become social professionals #LinkedInEDU
  21. 21. #LinkedInEDU#LinkedInEDU #3 Connect alumni to prospects and applicants #LinkedInEDU
  22. 22. #LinkedInEDU#LinkedInEDU #LinkedInEDU Source: Target 2017
  23. 23. #LinkedInEDU#LinkedInEDU Alumni Tool
  24. 24. #LinkedInEDU#LinkedInEDU #4 Utilize your career services team as a marketing asset #LinkedInEDU
  25. 25. #LinkedInEDU#LinkedInEDU Offer professional development Inspire your audience 25 #LinkedInEDU
  26. 26. #LinkedInEDU#LinkedInEDU #5 Enlist university leaders to be the face of your school #LinkedInEDU
  27. 27. #LinkedInEDU#LinkedInEDU Today’s top leaders are social leaders
  28. 28. #LinkedInEDU#LinkedInEDU Benefits for universities with social leaders Efficiently connect with the people that matter Show that your institution is innovative Offer an authentic, human face to your institution Be a voice of your industry and build thought leadership Build relationships with key stakeholders 1 2 3 4 5
  29. 29. #LinkedInEDU#LinkedInEDU lnkd.in/EDUexecplaybook
  30. 30. 5 fresh ideas for breaking down silos 1. Identify a common message to rally all departments around 2. Create a culture of content 3. Connect alumni to prospects and applicants 4. Utilize your career services team as a marketing asset 5. Enlist university leaders to be the face of your schools #LinkedInEDU 30
  31. 31. Getting the most out of University Pages #LinkedInEDU
  32. 32. #LinkedInEDU#LinkedInEDU http://lnkd.in/desktop New LinkedIn Desktop Redesign
  33. 33. #LinkedInEDU#LinkedInEDU Simplify your brand experience… + University Page Company Page #LinkedInEDU
  34. 34. #LinkedInEDU#LinkedInEDU Into a new, unified university experience #LinkedInEDU Ability to sponsor updates from University Page Followers combined into one group New admin analytics Same Alumni Tool, Groups, and Showcase Pages functionality
  35. 35. #LinkedInEDU#LinkedInEDU How do I get started?
  36. 36. #LinkedInEDU#LinkedInEDU
  37. 37. #LinkedInEDU#LinkedInEDU
  38. 38. #LinkedInEDU#LinkedInEDU
  39. 39. #LinkedInEDU#LinkedInEDU
  40. 40. #LinkedInEDU#LinkedInEDU
  41. 41. #LinkedInEDU#LinkedInEDU
  42. 42. #LinkedInEDU#LinkedInEDU
  43. 43. #LinkedInEDU#LinkedInEDU
  44. 44. #LinkedInEDU#LinkedInEDU Clean up your University Page admins and create a social media champion1 Divide and conquer between teams2 Establish your presence – design, descriptions, SEO3 4 Engage followers with helpful, informative content 5 Best Practices for University Pages #LinkedInEDU 5 Sponsor content to expand reach beyond your followers
  45. 45. The Alumni Tool #LinkedInEDU
  46. 46. Creating content that performs
  47. 47. Generate an emotional response #LinkedInEDU
  48. 48. Got a rivalry? #LinkedInEDU
  49. 49. Success stories #LinkedInEDU
  50. 50. Success stories #LinkedInEDU
  51. 51. Success stories #LinkedInEDU
  52. 52. Level up your video game #LinkedInEDU
  53. 53. Podcasts can rock, especially if episodic #LinkedInEDU
  54. 54. #LinkedInEDU
  55. 55. Start with you! #LinkedInEDU
  56. 56. Questions? #LinkedInEDU
  57. 57. Thank you! #LinkedInEDU

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