Strategic Enrolment Management & Social Media

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Presentation given at the Association of Registrars of the Universities and Colleges of Canada Conference in Ottawa, Ontario in June 2012

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Strategic Enrolment Management & Social Media

  1. 1. 1Strategic EnrolmentManagement &Social MediaDonna Cope, Director, Print & E-media CommunicationsLaura D’Amelio, Senior Content DeveloperDivision of Vice-President Students, York University
  2. 2. 2Goals of this presentation• 100 new likes or followers• 78% reach• 50 engaged users• 250 impressions
  3. 3. 3Strategic Enrolment Management“SEM is a comprehensive process designed to help aninstitution achieve and maintain optimum enrollment,where optimum is defined within the academic context ofthe institution.”Dolence (1993)
  4. 4. 4Strategic Enrolment ManagementRecruitment/MarketingAdmissionOrientationFinancialSupportClassroomExperienceAcademicSupportCo-curricularSupportRetentionStudent’s University Career
  5. 5. 5Social MediaSocialMediaSocial WebIntegration intocompanywebsitesTechGeolocationMobileAnalyticsSitesFacebookTwitterGoogle+RelationshipsCommentsSharingLikes
  6. 6. 6Social Media
  7. 7. 7Role of Social Media in SEM• Communication• Support recruitment• Support conversion• Support retention• Inform/educate• Promote and enhance brand and reputation
  8. 8. 8Mapping SEMPrincipals toSocial Media
  9. 9. 9Mapping SEM to Social Media• SMART goals• Academic Success• Data• Student Services• Communications &Collaboration• Marketing goals• Facilitates success• Analytics/trackable• Student Service• Shared strategies& communications
  10. 10. 10Claim your space“Determine your niche, focus on it, and deliver on it as wellas you possibly can … the very essence of SEM” … andsocial mediaSmith 2008
  11. 11. 11Consider your segmentsSuspects/ProspectsApplicantsAdmittedEnrolled/CurrentAlumni
  12. 12. 12Seven steps to consumer actionsAwareness Interest DesirePurchase(Application)Support Loyalty Advocate
  13. 13. 13What a SocialMedia SEM PlanLooks Like
  14. 14. 14Establish a Pan-UniversitySEM PlanSEMCommunicationsSocialMedia• Institutional recruitment plan• Enrolment planning groups,recruitment councils, Facultyplans, conversion• Each institution is different• Examples
  15. 15. 15Communications Strategy• Strategic recruitment goals• Connect to retention – plan ahead• Types/characteristics of students• Decide on a resource focus• Recruitment messages aligned with institutionalmarketing/branding messages/initiatives• Key influences – do you know how yours rank?• AudiencesSEMCommunicationsSocialMedia
  16. 16. 16Social Media• The social media plan is one elementof the communications plan – socialmedia can’t stand alone• Know what to use when: “For youngpeople e-mail is how youcommunicate with elders in formalsituation while social networks andSMS are the preferred methods ofcommunication among peers.”(Kirkpatrick, 2009)SEMCommunicationsSocialMedia
  17. 17. 17Social Media – Key Messaging
  18. 18. 18Social Media – Target Audiences
  19. 19. 19Social Media – Setting Goals• SMART goals• Align with pan-University SEM goalsIncrease engagement by X%Drive X people to the websiteIncrease number of people from mobile by XCapture X applications
  20. 20. 20Social Media – KPIs• Conversational exchange: # of replies or comments• Reach: size of your direct audience• Content Amplification: # of shares per post• Sentiment: expressed sentiment• Content appreciation: +1s or Favourites• Return on Investment (ROI): cost per Tweet
  21. 21. 21Social Media – Choosing Channels• Audience• Budget• Resources• Social Media sites
  22. 22. 22Social Media – Choosing Channels
  23. 23. 23Social Media – Processes• Hiring and training• Standard operating procedures• Editorial schedule• Messaging calendar• Emergency messaging/controversial messaging
  24. 24. 24Social Media – Protocols(please see conference handout)• What will your protocols do?• What do you want your protocols and your socialmedia presence to stand for?• What will your protocols focus on?• How will you write your protocols?• What should you include/consider?• What shouldn’t you forget?
  25. 25. 25Social Media – Content Development• Tools• SEO• Scheduling• Analytics• Curation• Lists and listening• Storify• Workflow• The day-to-day
  26. 26. 26Social Media – Risks• Democratization of publishing• Virality & word-of-mouth• Reputational hits• “It’s there for all eternity”• Privacy• Cost• Oversaturation• Mis-targetting audiences
  27. 27. 27Social Media – Tracking & Analysis• Social Media Analytics• Offered within sites• Offered for free online• Purchased products• Sysomos, Radian 6 etc.• Other statistics that work• Website stats• Application #s• CRM
  28. 28. 28Social Media – Tracking & Analysis• InteractionStats• PurchaseanalyticsSocialMedia• Site stats• Movement onsiteWebsite• ApplicantdemographicinformationApplication• Prospects andapplicantinformationCRM• Complied dataon apps,programs,retentionDataWarehouseHandbooksSchoolvisitsOntarioUniversities’FairOnlinechats &webinarsAdvertisingCampaignsSpringOpenHouse
  29. 29. 29Social Media – Tracking & Analysis
  30. 30. 30Social Media – Tracking & AnalysisCurrent student: SIS, retentionCRM: interactions can be tracked toenrollmentApplications: apps are up, FB drove 300+students directly to the appCRM: emails to prospects (links to SM,websites)Website stats: page views, time on page, #of pages viewWebsite site referrals – 1,000s of studententer from SM sitesSocial Media – interactions increaseFour-month period
  31. 31. 31Social Media – ROI• ROI calculations• Email ROI = Facebook ROI (by Convince&Convert)• Interactive Campus Map ROI Calculator (by nuCloud)
  32. 32. 32Social Media – International• Building a Strategy• (please see conference handout)• Analysis and ROI• “Social networks have no obstructions and are focused onspecific groups (rather than physical events)… leads to 61%lower cost per student lead.” (Darrup-Boychuck, 2009)• “The approximate cost of recruiting one in-state student is $200,one out-of-state student is $500 and one international student is$1,000, without including staff salaries. Meanwhile, the cost ofonline promoting, using “pay-per-click” or mobile marketing, is$119.50 per any enrolled students regardless of the students’countries of origin.” (Baxton and Foley Study, 2009)
  33. 33. 33Social Media – International• Case Studies
  34. 34. 34Social Media – Ad CampaignsAn integrated recruitment marketing campaign… the planKey messagingTarget audienceSetting goals & KPIsChoosing channelsContent developmentAssessing risksTracking/analysisReview & Repeat
  35. 35. 35Social Media – Ad CampaignsTop Eight Takeaways• The more targeted our audience and messaging, the better the results.• Geo-targeting works!• Cost per impression ads: Google outperformed all other channels.• Cost per click ads: Olive Media outperformed all other channels.• Mobile interactions increased with every phase, from 4% to just over 17%of traffic.• E-blasts and e-newsletters netted the lowest rate of return.• After the landing page and Future Students home page, pageview countswere highest for program and admission requirements pages.• LinkedIn requires very targeted messaging. Impressions and clickthroughsspiked with key phrases.
  36. 36. 36Social Media – Ad CampaignsSummer enrolments increased by 30% over the sameperiod in 2011.Did it work?
  37. 37. 37Where to gofrom here
  38. 38. 38The Student Voice• 98.% like being able to connect with universities onsocial media• 84.4% said their interaction with YorkU on social mediamade the more likely to visit our social media channelsagain• 82.1% said their interaction with YorkU on social mediamade them more likely to visit our website aboutprograms and services
  39. 39. 39The Student VoiceWhat aspects of social media help you in youruniversity research?Posts by the universityabout admissionsprocessesAsking a question andgetting an answerDiscussions by durrecntstudentsPhotos and Videos
  40. 40. 40Student Influencers• Slightly fewer than one quarter of applicants looked atonly one viewbook (24%), while three in 10 looked attwo (30%)(Academica Group)• 39% of applicants attended campus open houses andformal campus tours (Academica Group)• 43.1% said the support they received on social mediahelped them to make their decision on which universityto attend
  41. 41. 41How to Keep the Momentum Going• Tell people!• Create an internal report• Keep monitoring success• Involve students• Network and share best practices• If it’s not working, move on• Continue integrating social media into your website andfind the synergies in analytics
  42. 42. 42Questions?Donna Cope, Director, Print & E-media CommunicationsLaura D’Amelio, Senior Content DeveloperDivision of Vice-President Students, York University

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