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Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing

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Harnessing the eagerness of current students can produce amazing results. If you have campus tour guides, you know this already. Why limit student’s connectivity to campus visitors? Some call them “online ambassadors” but we call them “bloggers on steroids.” In this presentation you will learn why you should expand your institution’s blogger presence across social networking platforms including: YouTube, Twitter, Formspring, Facebook, and more. You’ll also walk away with ideas on integrating their efforts across campus and we will share our best advice on how to manage these students.

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Bloggers on Steroids: Building Relationships for Effective Enrollment-Marketing

  1. 1. Bloggers on SteroidsBuilding Relationships forEffective Enrollment-Marketing #psuweb12
  2. 2. Ashley Hennigan @ashleyhennUNDERGRADUATEADMISSIONS
  3. 3. @MalloryWoo d
  4. 4. It’s 2012
  5. 5. Why go social?• Reach market influencers• Deliver timely information• Provide customer service• Build community• Foster Loyalty• Encourage advocacy
  6. 6. Not just a blogger
  7. 7. Bloggers on Steroids• Blogs• Twitter• Youtube• Facebook• Formspring• Message boards• Flickr• Geo-social services• Instagram• Live stream
  8. 8. ExampleGoal: Use Facebook to impact recruitment.
  9. 9. Making Goals SMARTdo, exactly?Specific: What do you want to
  10. 10. Making Goals SMART exactly? Specific: What do you want to do,Measurable: If you can’t measure it, you can’t manage it.
  11. 11. Making Goals SMARTdo, exactly? Specific: What do you want to Measurable: If you can’t measure it, you can’t manage it.Achievable: You have the resources, skills, and desire to achieve the goal.
  12. 12. Making Goals SMART exactly? Specific: What do you want to do, Measurable: If you can’t measure it, you can’t manage it. Achievable: You have the resources, skills, and desire to achieve the goal. Realistic: It’s do-able given your timeframe,resources, and ability. (This does not mean it’s easy!)
  13. 13. Making Goals SMART exactly? Specific: What do you want to do, Measurable: If you can’t measure it, you can’t manage it. Achievable: You have the resources, skills, and desire to achieve the goal. Realistic: It’s do-able given your timeframe, resources, and ability.Timely: Putting an end point on your goal gives you a clear target to work towards.
  14. 14. ExampleGoal: Use Facebook to impactrecruitment.SMART Goal: Increase interactions onFacebook with Class of 2017 studentsby 15% before January 1, 2013.
  15. 15. Why blogs?
  16. 16. www.noellevitz.com/papers-research-higher-education/2011/2011-e-expectations-report
  17. 17. College of William & Mary
  18. 18. Bryn Mawr College
  19. 19. Facebook
  20. 20. Twitter
  21. 21. It’s aboutaccessing content vs. follower count.
  22. 22. Formspring
  23. 23. 2000+questionsanswered (by students and staff)
  24. 24. Video
  25. 25. How do I selectbloggers on steroids?
  26. 26. Why volunteer?
  27. 27. Three reasons to use a contract:Responsibilities Benefits Protection
  28. 28. Three reasons to use a contract: Blog 1x/wk Tweet 1x/dayResponsibilities Photos/Video bi- weekly Q&A Paid Leadership training Benefits Recommendation letter Networking opportunitie Resume building Set standards Protection Authentic vs. Inappropri
  29. 29. Resources
  30. 30. Questions?Mallory Wood Ashley Henniganmarketing manager assistant directormStoner, Inc. RIT@MalloryWood @AshleyHennmallory.wood@mstoner.com ashadm@rit.edu

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