Communicating in Today's World: The Impact of the Electronic Era

Communicating in Today’s World: The Impact of the Electronic Era ©Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio

Dartmouth College, February 9, 2009 ,[object Object]

1981 prediction for 2006… ,[object Object],[object Object],[object Object]

Website home page is less important today…

Social media adds info alternatives…

1. Technology enables new communication styles and information sources ,[object Object],[object Object],[object Object]

A world of iPhones & Androids… Your website on a small screen?

Mobile version of the website… Santa Clara University… http://m.scu.edu/

Texting to engage and convert… http://www.stmarytx.edu/admission/?go=mobileupdates

Your publications on e-readers? http://en.wikipedia.org/wiki/E-book_device#Specialized_devices

Tech challenge… to “flash” or not? http://www.colorado.edu/prospective/viewbook/

How strong is the wind blowing? ,[object Object],[object Object]

May 2010 student & parent focus groups… ,[object Object],[object Object],[object Object],[object Object],[object Object]

What are high school students saying? 2007 Noel Levitz “E-Expectations Class of 2007” Prefer web for information… 57% Prefer print for information… 43%

Parents… 80% say… “ The E-Expectations of the Parents of College-Bound Students” Noel-Levitz “ I prefer to go to the Web site for information, but if it is a school I really like , I’m willing to call them or read brochures to get answers to my questions.”

In higher education, 2007 to 2009… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Electronic only in 2009… http://www.higheredexperts.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Moving toward an electronic state … http://www.higheredexperts.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The future of view books… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Rutgers University… http://infopacket.admissions.rutgers.edu/default.aspx

2. Social media compels reality marketing ,[object Object]

Lake Wobegon marketing… ,[object Object],[object Object],[object Object],[object Object]

Students tell faculty stories… Xavier University

YouTube showcase… football wins Xavier University

Facebook… People will talk SUNY New Paltz

3. Meeting today’s challenge at the start… ,[object Object],[object Object]

Critical conversion yield points… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

At the first and early visits…. ,[object Object],[object Object],[object Object],[object Object]

First engagement in 5 seconds… http://www.miis.edu/

Words that students care about… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Words and content to engage visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm

Early, prominent blog content… http://www.mitadmissions.org/ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

30 “tour” videos introduce people… http://www.bu.edu/admissions/you-at-bu/

Integrate website & social networks… http://www.phoenix.edu/students/online_communities.html

4. Getting an online inquiry… ,[object Object],[object Object]

Offer a viewbook in online format… http://www.risd.edu/undergraduate/Default.aspx

Estimates for net costs… http://www.utoledo.edu/admission/cost/dhs/

Short inquiry forms encourage action… http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html

5. After an online inquiry or application… ,[object Object],[object Object],[object Object]

Start regular email contact… ,[object Object],[object Object],[object Object]

IM, text messaging, telephone… http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Repeating 7 key elements… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Useful sources of information…

Industry specific research… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

For general background… http://www.pewinternet.org/ ,[object Object],[object Object],[object Object]

Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC 248.766.6425 [email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

Communicating in Today's World: The Impact of the Electronic Era

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Communicating in Today's World: The Impact of the Electronic Era