Delivering Innovative Communication Initiatives for both New and Continuing Students
Delivering InnovativeCommunication Initiatives for bothNew and Continuing StudentsA presentation at the Ontario University Registrar’sAssociation Conference 2008
eMediaBest PracticesAudience:Who are we talking to?
Presented by York University 3Audience: iGeneration• Born 1990 – present• iGens are also known as Generation Now, Gen Z,Homeland Generation, New Silent Generation.• This is the first generation that has been born into acompletely digital world.• This generation expects immediate access to informationwith ready responses to enquiries.• They are highly sophisticated users of new media and willbe more Internet savvy.• The class of 2009 will be the first members of iGenerationto graduate from high school.
Presented by York University 4Audience: iGeneration• iGens are multi-taskers par excellence! It is not unusual tosee a student Instant Messaging online, while talking ontheir cell phone and watching the TV at the same time.• Social status for this generation is about who you areconnected to and who wants to connect to you.• They are very concerned about social issues.• Participation is the new consumption for this group, drivenby MIY (Make it Yourself) content: pictures, movies, blogsand music.• Most receive 3,000 to 15,000 unsolicited impressions perday.• iGens have a "gamer disposition."
Presented by York University 5Audience: iGenerationWeb site: www.youtube.com/watch?v=dGCJ46vyR9o• A short video summarizingsome of the most importantcharacteristics of studentstoday - how they learn, whatthey need to learn, their goals,hopes, dreams, what theirlives will be like and whatkinds of changes they willexperience in their lifetime.• Created by Michael Wesch incollaboration with 200students at Kansas StateUniversity.
Presented by York University 6Audience: iGenerationWeb site: www.theglobeandmail.com/servlet/story/RTGAM.20071015.urc-technology-1016/BNStory/education/home• Teachers are struggling to getand retain the iGenerationstudents’ attention.• They are browsing Facebook,playing solitaire and trying tolisten to the day’s lesson all atthe same time.
Presented by York University 7Social Media• More than half (55%) of all online North American youthsages 12-17 use online social networking sites.• iGens trust each other’s opinions, advice and reviews.• 48% of teens visit social networking Web sites daily ormore often.• A JISC* survey of sixth-formers preparing to enter highereducation has revealed that many have little regard foruniversities attempts at marketing and teaching on sitessuch as Facebook and YouTube, and via blogs andpodcasts. Many see it as an invasion of their territory.• *Joint Information Systems Committee (JISC) supports United Kingdom post-16 and higher education and research by providingleadership in the use of ICT (Information and Communications Technology) in support of learning, teaching, research andadministration. JISC is funded by all the UK post-16 and higher education funding councils.
Presented by York University 8Content Generation• 57% create content for the Internet.• 19% keep a blog and 38% read them.• 94% own a cell phone.• 76% use Instant Messaging.• 48% download music using peer-to-peer file sharing.• 75% students have a Facebook account.• Teens are much more likely than adults to blog and theyare also more likely to read blogs.• Pew Report: Teen Content Creators and Consumers (2005)
Presented by York University 9Online PersonaWhat MySpace means to 16-year-old Megan• Fox Interactive Mediaconducted a focus groupwhere iGeneration users wereasked to create their moodboards to illustrate theintensity of their MySpaceexperience.• Here, one user shows that, forher, MySpace is a ―worldparty‖ to which she’s―addicted.‖ It’s a ―specialplace‖ to get ―the scoop‖—―boys, friends, & success.‖Both ―simple‖ and―complicated.‖ Simply, it’s ―mylife.‖
Presented by York University 10Online PersonaA screen grab of typical university student screen• Confusing? To an iGen, thissignifies connectivity – tofriends, family, personalinterest groups, classmates…
Presented by York University 114 Ps to 4 RsRevealRewardRespectRetainThe New Language of Marketing: From the Four Ps to the Four Rs, Matthew Langie, Web Trends
Presented by York University 12Expectation Economy• The Web has created a generation of well-informedconsumers who have strong expectations.• Competitors can be anyone: from Starbucks to AmericanEagle to the University they choose to attend — manyorganizations compete for time and loyalty.• Expectations are set outside your industry: the way peopletalk and engage with youth are set by brands in theirenvironment, from Apple to YouTube.• Copying competitors is a race to the bottom: Engage youthin ways that are true to your organization.• Live where your customers live.
eMediaBest PracticesPresent Information in anEngaging Manner
Presented by York University 14Engage Your Audience• First impressions are paramount. iGens will formulate theiropinion about their institutions from their online experience— a University’s selling tool.• Use a variety of media to engage including blogs,podcasts, chats, IM, texting, video etc…• iGens want information at their fingertips in easy tounderstand language, in an intuitive and interactive format.• If a university wants to be more attractive, it must make allthe information it has on itself available faster and in amore organized fashion than others.
Presented by York University 15Engage Your Audience• ―SUCCES‖ is…• Simple• Unexpected• Concrete• Credible• EmotionalMade to Stick, Chip & Dan Heath
Presented by York University 16University of St. ThomasCreates a compelling firstimpression – very visual.Identifies various types ofvisitors and provides aquick engaging means todirect both the prospectiveand current student to thecontent that is relevant tothem.Web site: www.stthom.edu
Presented by York University 17York UniversityWeb site: www.yorku.ca/web/futurestudents/graduate/programs/• Provides ability for applicant toquickly and easily locateprograms of study bykeywords search withadvanced drop-down menu ofcategories.• Prospective students can―Ask an Admission Expert‖ bytyping in their questions orbrowse a list of top 10questions.
Presented by York University 18Notre Dame UniversityWeb site: nd.edu/prospective-student• This Web site mimics theiPhones transition ofinformation when you click toselect the next video.• Interactions are dynamic andinteresting, encouraging theuser to select a student thatthey can relate to and heartheir experience.• Images show real life on thecampus, even decorated dormrooms.
Presented by York University 19University of Western AustraliaWeb site: www.expo.uwa.edu.au/• UWA presents a graphicallyengaging invitation to theirEXPO 2007 for perspectivestudents.• The microsite continues in aformat to keep a studententertained and interested intheir programs.
Presented by York University 20University of Western AustraliaWeb site: www.expo.uwa.edu.au/• Highlights of the UWA siteinclude sample lectures andtestimonials available viapodcasting for perspectivestudents to browse.• Primary space is given to the―win a laptop‖ contest andinvitation to visit UWA Expoon MySpace.
Presented by York University 21University of CalgaryWeb site: www.ucalgary.ca/admissions/• The admission page offers asimplified version of theenrollment process,explaining how a student canapply to the university.• It speaks precisely to theaudience who is browsingtheir page.Text
Presented by York University 22Fountain Valley SchoolWeb site: www.fvs.edu• FVS has an incrediblyengaging Web 2.0 userexperience, from photo blogs,to videos of students takingthe visitor on a tour of theirschool.• The site focuses on giving theuser the complete experiencethey would have if they attendFVS.• The site is also incrediblyintuitive, steering the visitoraway from a traditional leftnavigation to a uniqueexperience.
Presented by York University 23Peddie SchoolWeb site: www.peddie.org• Peddie sells its variousprograms through short 1 to1:30 minute engaging clipsthat combine video withimages showing the Peddieexperience.• These clips are accompaniedby short, clear descriptionsand are also hosted onYouTube.• Throughout the site, thevisitor gets to know some ofthe students and facultythrough information thatappears when images arerolled over.
Presented by York University 24Proctor AcademyWeb site: www.proctoracademy.org• Proctor Academy’s Web siteresembles iTunes, where thevisitor has opportunities to listen,watch, download and engage inthe experience.Information isintuitive and easy to find; writtenclearly and succinctly.• The site has an interestingA to Z wiki-inspired encyclopedia.• Filled with pictures, the siteleaves you with an impression ofwhat life is like – socially andacademically – at ProctorAcademy.
Presented by York University 25Use of WikisWeb site: www.shareideas.org/index.php/Category:Education• An example of wiki software.• It allows users to create, editand link Web pages easily.Wikis are often used to createcollaborative Web sites and topower community Web sites.• ShareIdeas.org is an onlinecommunity and wiki forsharing ideas about how touse mobile communicationsfor social and environmentalbenefits.
Presented by York University 26Whitman CollegeWeb site: www.whitman.edu/admission/• iGeneration is very concernedwith social issues.• Whitman College provides itsEnvironmental Policy inunderstandable language as alink from its homepage.• Providing prospectivestudents with this informationupfront shows that theinstitution understands what isimportant to its target market.
Presented by York University 27University of OttawaWeb site: www.uottawa.ca/virtualtour/index.html• Prospective students canlearn about many facets of theUniversity online, however,once they set foot on campus,they will instinctively know ifthis school is the right one forthem.• U of Ottawa developed avirtual tour to simulate thecampus experience forprospective students.
Presented by York University 29Points to Ponder• Prospective students want to hear and learn about theuniversity experience from their peers.• They are less concerned with what a school looks like andmore concerned with the experience they will have.• iGeneration has grown up in the digital age and expectinteractions to provide them with interactivity on a wholenew level.• iGeneration members strive to find truthful and authenticexperiences.• Students receive information about your university fromexternal sites.
Presented by York University 30Technical StatsWeb site: www.w3schools.com/browsers/browsers_stats.asp• The iGeneration are highlysophisticated with new mediaand within a computerizedenvironment.• It is fair to assume there areno boundaries for browsersand display resolutions issueswhen developing any neweMedia initiatives.• iGeneration are quick todownload the latest plug-ins tofully engage in onlineexperiences.
Presented by York University 31Public Discussion ForumWeb site: www.universitynetwork.ca/forums/• While there is no one blog orsite that university-boundstudents flock to forinformation about theirinstitution of choice, there arediscussions occurring all overthe internet.• UniversityNetwork.ca is aCanadian UniveristyCommunity discussion groupthat allows any student tocomments and start a topic.
Presented by York University 32Discussion Forums and Blogs• www.smusa.ca/forum/default.asp• www.thestudentroom.co.uk/forums• http://talk.collegeconfidential.com/• www.utours.ca/component/option,com_fireboard/Itemid,62/• http://britishexpats.com/forum/showthread.php?t=497522• www.universitynetwork.ca/forums/• http://bulletin.studylink.com/showthread.php?t=459• www.discussionforums.us/forum/showthread.php?t=4412• www.toronto.net/Search.aspx?s=accolade&start=270• http://chronicle.com/forums/• www.justlinux.com/forum/showthread.php?threadid=151160• http://www.canada-city.ca/canadian-universities/posting.php?messageid=199• www.forumforthefuture.org.uk/node/1295• www.youth.gc.ca/yoaux.jsp?&lang=en&flash=1&ta=1&auxpageid=796• http://theuniversityblog.co.uk• www.fatcult.com/dave-barry-on-choosing-your-university-majors• http://marcroger.com/dneero-surveys/choosing-the-right-universitycollege• http://blogs.guardian.co.uk/mortarboard/2007/11/university_rankings_dont_measu.html
Presented by York University 33Public Online Chat and IMWeb site: http://answers.yahoo.com/question/index;_ylt=AuOgQetbX0baT6ONndDCtXUjzKIX;_ylv=3?qid=20080130084117AAO6zGx• Sites such as Yahoo Answershave become the source ofstudent queries appealing tothe public at large to helpthem make these importantdecisions.
Presented by York University 34Reviews & OpinionsGive current students the opportunity to voice their opinion• Sites such asRateMyProfessors.com andThe Campus Squirrel Listingsencourage individuals to rankand rate their experienceswith their universities.• It provide a forum for studentsto rank their courses,instructors, dorm rooms, foodetc…
Presented by York University 35Interactive Q&A’sSome universities have their own online chat within their Web site• University of Guelph hostsscheduled chat sessions andprovides a list of dates andtopics of discussions.• University of Evansville offersprospective students theopportunity to chat in real-timewith admissions counsellorsand current students.
Presented by York University 36YorkU BlogBlogs that prospective students can participate in• YUblog provides interactionbetween prospective andcurrent students, links tovideos, chats and other Yorkevents.• Bloggers also monitor socialmedia outlets and respond toqueries that appear.
Presented by York University 37The CourtWeb site: www.thecourt.ca/• An initiative of Osgoode HallLaw School, The Court is asite where scholars,practitioners and otherinterested citizens can discussthe recent work of theSupreme Court of Canada.
Presented by York University 38Interactive Contest• iGens like to compete.• Concordia University createda Concordia Photo Picks inFlickr where they invitedstudents to submit their bestshots of the campus.Concordia University held an Open House and Flickr Photo Contest
Presented by York University 39Interactive ContestWeb site: www.nightlifemagazine.ca/umontreal• lUniversite de Montreal andNightLife magazine havelaunched a video contest withmore than $6,000 in prizes,including an HD camcorder, aco-op position at themagazine and cash prizes.• The assignment: "tell us howcreative people contribute tobuilding our future."• The public will vote February4-27 on the Web site, whichcurrently features one samplevideo and rules/guidelines.
Presented by York University 40Alumni Recruitment ProgramWeb site: www.bulletin.uwaterloo.ca/2007/jan/03we.html• The University of Waterloostarted an alumni recruitmentprogram in 2006.• In its first month, the schoolreceived 180 applicants fromthe referral program.
Presented by York University 41Post-Graduate SuccessWeb site: www.fes.uwaterloo.ca/cooljobs/arnold01.html• The University of Waterloodeveloped a site within eachof its faculties that, eachmonth, highlights the cool jobsof graduates from that faculty.• Prospective students oftenselect schools (and careers)based on the promise of whatthe future will bring.
Presented by York University 42FacebookA popular social networking Web site launched on February 4, 2004• On March 2, 2007, a pollconducted by eMarketer.comdiscovered Facebook was themost viewed site among allrespondents with morefemales aged 17-25 (69%)visiting the site than males(56%).• In Facebook, there more than500 groups and events listed,including 144 university-specific applications rangingfrom surveys, quizzes,language exchanges,professor ratings, SkoolPooland much more.
Presented by York University 43Guerilla Marketing Video• Encourages current studentsto show prospective studentswhat life at York is like.• Close to 5,000 online visits.• iGens want to see theuniversity in action, fromimages of studentsparticipating in clubs andactivities to showing thepersonality the studentsbrings to the university.
Presented by York University 44Guerilla Marketing Video• York’s ―Culture Show‖ hasnearly 8,000 visits onYouTube.
Presented by York University 45Virtual CampusPut the student on your virtual campus• Using technology that hasbeen developed for children’svideos, you can showcasestudents in their newenvironment.• If students can envision whatit is like to be on campus, theywill use this to determinewhether or not the universityis a good fit for them.
Presented by York University 46Locator-based ApplicationWeb site: http://ifind.mit.edu/• MIT has introduced iFind,enabling students and theirfriends to instantaneouslyexchange locations oncampus, talk to users nearbyand micro-coordinate moreeffectively.
Presented by York University 47Online Laundry SystemWeb site: www.esuds.net/faq.do• Esuds is an online laundrysystem that gives students theability to check the availabilityof washers and dryers.• Students are notified that theirlaundry is finished via textmessage or e-mail.
Presented by York University 48Wireless Campus Safetywww.ravewireless.com/guardian.shtml• RaveGuardian is a wirelessservice that enhances campussafety. A student activates thetimer when walking to class orto their car; if the studentdoesn’t deactivate the timer,campus police are notifiedwith the student’s GPSlocation and personal profile.• GPS systems are beingadded to campus buses andshuttles that allow theirlocation to be tracked in realtime via cellphone.• NJIT’s Smart Campus Projectwhich will allow NJIT studentsto locate their friends or findout how many people arecurrently using the library orcomputer labs in real time.
Presented by York University 49Mash-UpsWeb site: www.webmashup.com/cgi-bin/jump.cgi?ID=521• User-generated content thatcombine two areas previouslyunrelated together areincreasing in popularity.• For example: Keegy is a Website that collects content fromaround the web and organizesit by its popularity and bygeographic location.• Encourage students to createmultimedia ―mash-ups‖ thatshowcase your university’sfeatures, for instance a visualdepiction of how studentspersonalize their degree (i.e. aPhysics and Theatre Majorcan show what their typicalday looks like from oneextreme to the other.)
Presented by York University 50Content SnackingWeb site: www.iTunes.com• iGens are interested in tryingitems on for size beforecommitting to them.• For example, in iTunes, usersare able to listen to the musicand preview video footagebefore making their purchase.• Universities can providestudents with opportunities tosample classes online and―experience‖ the university.
Presented by York University 51PodcastIn the News• Article featured in Metro,―Students find podcastlectures fit their schedules‖.• York Professor Diane Zorn,has audio/video podcasts oflectures available. Showcasethese elements in tandem witha snapshot of the interactiveWeb site noting the virtualoffice hours.
Presented by York University 52PodcastWeb site: www.yale.edu/opa/podcast/• Yale University currentlyprovides 15 different series ofpodcasts for download andlistening via iTunes andcommon RSS feedaggregators.• The podcasts are provided inMP3 format for easy use oncomputers or multimediadevices.
Presented by York University 53Text MessagingWeb site: www.txttouch.com/schools.php• In North America, texting hasbecome popular with students(who often text one another inclass or in places where―talking‖ isn’t permitted) aswell as with online voting onprograms such as AmericanIdol.• Texting is most popularamong individuals ages10-25 in North America.• Schools are now using textmessages to contact parentsinstead of sending multipleschool letters. One suchcompany specializing in Staff-to-Parent text messaging isTxttouch.
Presented by York University 54Recruiting VideoWeb site: www.youtube.com/watch?v=JcXF1YirPrQ• Google uses this recruitingvideo posted on YouTube asan introduction to the life of aGoogler.• The video showcases variouspeople and aspects of thebusiness including meetings,workspaces and even whatlunchtime looks like.
Presented by York University 55Memorial ‘rant’Web site: www.mun.ca/rant/• Memorial University puttogether a campaign based onthe rant component of TheRick Mercer Report.
Presented by York University 56Online VideoWeb site: www.bsu.edu/reallife/• iGens are drawn to―unplugged‖ guerilla video,and aren’t generally interestedin watching scripted versions.• Ball State University reachesout to prospective students byproviding blogs that showcase12 students at various stagesof their degree. Within thecontent are really great videosthat showcase what it is like tobe a student.
Presented by York University 58YorkU’s E-PartyWeb site: www.yorku.ca/web/futurestudents/eparty/• E-Party includes variousonline tools that enableprospective students toexperience the University.• eChat• Online Videos• Downloadable Screensaver• Student Blogs• eTrivia Quiz• Career CyberGuide
Presented by York University 59V-LettersWeb site: www.yorku.ca/web/futurestudents/intl/neel/2007/local.html• V-Letters are sent toprospective student withembedded videos and linksfor more information as afollow up to recruitmentvisits.
Presented by York University 60• Participate in externaluniversity sites.• Encourage students tovolunteer as studentambassadors.Participate in External SitesWeb site: www.considercanada.org/ambassadors/stories/
Presented by York University 61Apply Business Best PracticesWeb site: www.pg.com/jobs/cac/justincase.jhtml• Proctor & Gamble have askedpotential employees todemonstrate their interest inthe company through anonline case study simulation.• The simulation draws onmembers of its existing staffas well as individuals fromaround the globe to worktogether on a case study thatsimulates the P&G workenvironment.
Presented by York University 62Downloadable WidgetsWeb site: www.theweathernetwork.com/weather_centre/wcdesktop• Create a downloadable toolfor the prospective studentsuch as a countdown clock tothe start of university that canbe posted on the studentsdesktop.• For example, The WeatherNetwork has developedwidgets you can download toyour computer desktop thatcan be added to your sidebaror dashboard.
Presented by York University 63Mobile and Wireless TrendsBorrowed from games and applications, more user-generated content will become available• Geocaching is a treasure-hunting game which can beplayed on any mobile devicewith integrated or externalGPS receiver.• Orbitz launched mobileaccess to enable user to getflight status and find hotels.• Universities may want toconsider providing mobileaccess to their Web site forspecific news or events.
Presented by York University 64Multimedia / Virtual WorldWeb site: www.wired.com/gaming/gamingreviews/multimedia/2004/09/65052?slide=4&slideView=3• In 2004, Wired featured anarticle called ―Campus LifeComes to Second Life‖.However, according toGartner Research, SecondLife reached its peak inJanuary 2007 and it’s trendingdownwards.• Habbo is an establishedvirtual online world for teens,with localized communities setup all around the world.• In January 2008, Paramountannounced that it will startmarketing virtual goods basedon its movies in Habbo’svirtual world.Need to show examples
Presented by York University 66eMedia Trends• Industry analysts predict that online video will be thehottest item in 2008.• Searches conducted on Google now include videos insearch findings.• With 70 per cent or more in broadband penetration inNorth America, streaming video is a ―must‖ marketing tool.• eMarketer reported that 123 million Americans watch avideo at least monthly, and three-quarters tell a friendabout them.
Presented by York University 67eMedia Trends• Video is an enormous opportunity to engage, educate andentertain (those being the new ―Three Es‖ of successfulmarketing).• According to Paul Kemp-Robertson, editor of Contagious,a magazine with headquarters in London that identifiesmarketing innovations, if 2006 was about user-generatedcontent and 2007 about social media, then 2008 is aboutthe conversation.• According to a Gartner Inc report, the global mobile gamesmarket is on track to grow 49.9 per cent in 2007 to $4.3billion and will hit $9.6 billion by 2011.
Presented by York University 68Top 10 Social Media Sites1. Facebook2. YouTube3. Myspace4. Blogger.com5. Flickr6. Photobucket.com7. Livejournal.com8. Skyrock.com9. Dailymotion.com10. Digg.comBased on listing on Alexa.com for Canada ranked by popularity – February 18, 2008
Presented by York University 79Online Video AdsWeb site: www.adverblog.com/archives/cat_online_video_ads.htm• Showcase engaging andappealing student videos inmedia external to theuniversity Web site.• Feature students and theirwork for other students in hightraffic mediums such astheatre listings, gaming sitesand Hollywood gossip sites.• For example, Adidas releasedan animated video that tellsthe pretty amazing story of theGerman shoe manufacturerAdi Dassler. The video isfeatured in YouTube and othermedia Web sites.
Presented by York University 80eMedia Key Learnings
Presented by York University 81How to Stay in the Game?Vision• Does it have the potential to influence or shape your universitysvision?New business concepts• Can it point you to new ways of doing business or entirely newventures?New products, services, experiences• Can it inspire you to add ―something‖ new for a certain cohort?Marketing, advertising, PR• Will it help you to speak the language of those already ―living‖ atrend?
Presented by York University 82How to Stay in the Game?Cost/ROI• Does it fit in the budget?Resources• Can you maintain it; constantly improve it?Lifespan• When do you take down the application?Do it now or not at all.
Presented by York University 84ReferencesiGenerationhttp://en.wikipedia.org/wiki/New_Silent_Generationhttp://en.wikipedia.org/wiki/IGenerationhttp://en.wikipedia.org/wiki/Generation_Zhttp://www.smartmanager.us/eprise/main/web/us/hr_manager/articles_sept07_generationhttp://en.wikipedia.org/wiki/Internet_generationhttp://www.theglobeandmail.com/servlet/story/RTGAM.20071015.urc-technology-1016/BNStory/education/homeExpectations Economyhttp://trendwatching.com/briefing/Engage Your Audiencehttp://www.stthom.edu/Public/index.asphttp://www.nd.edu/http://www.expo.uwa.edu.au/http://www.ucalgary.ca/www.fvs.eduhttp://www.furman.edu/www.peddie.orgwww.proctoracademy.orghttp://www.whitman.edu/
Presented by York University 85ReferencesEngage Current Studentshttp://www.whitman.edu/http://answers.yahoo.com/question/index?qid=20080130084117AAO6zGxhttp://forums.studentawards.com/ViewThread.asp?Ttoken=&SiteID=0&ForumID=61&MessageID=217298http://www.canada-city.ca/canadian-universities/posting.php?messageid=199http://www.uoguelph.ca/http://www6.miami.edu/UMH/CDA/UMH_Main/0,1770,36737-1;53206-2,00.htmlhttp://www.bulletin.uwaterloo.ca/2007/jan/03we.htmlhttp://www.youtube.com/watch?v=gkefE1srcXMhttp://www.youtube.com/watch?v=H9OW3UGy2JoeMedia Trendshttp://trendwatching.com/briefing/www.whitman.eduSimulate the Experiencehttp://www1.law.wnec.edu/http://www.pgjustincase.com/http://www.youtube.com/watch?v=JcXF1YirPrQDemonstrate Post Graduate Successhttp://www.fes.uwaterloo.ca/cooljobs/StatsForrester ResearcheMarketer