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John Lawlor's Presentation at The Summer Seminar 2008


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The internet and social media has had a serious impact on the college admission process. This presentation was given to a group of almost 100 college admission executives in Minneapolis, MN in June 2008.

Contact John Lawlor at john at for more information on how your college can harness social media in your admission process.

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John Lawlor's Presentation at The Summer Seminar 2008

  1. 1. Maximizing Social Media Opportunities John A. Lawlor
  2. 2. Maximizing Social Media Opportunities
  3. 3. <ul><li>A Brief History of Online Marketing </li></ul>
  4. 4. 1993 - 1997 <ul><li>You want me to do what? </li></ul>
  5. 6. 1998 - 2000 <ul><li>Booming Lunacy </li></ul>
  6. 7. 2001 -2003 <ul><li>The Big Hurt </li></ul>
  7. 8. 2004 <ul><li>Hope Returns </li></ul>
  8. 9. 2005 - 2006 <ul><li>Happy Times Are Here Again </li></ul>
  9. 10. Dec. 25, 2006
  10. 11. 2007 - today <ul><li>Who’s Really In Control? </li></ul>
  11. 13. Social Networks <ul><li>A social network focuses on the building of communities of people who share interests and activities . </li></ul><ul><li>Social networks are primarily web based and provide a collection of various ways for users to interact . </li></ul><ul><li>From Wikipedia, the free encyclopedia </li></ul>
  12. 14. <ul><li>What Is Social Media? </li></ul>
  13. 15. Multiple Names – Same Concept <ul><li>Social Media </li></ul><ul><li>Social Networking </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Web 2.0 </li></ul><ul><li>New Media Marketing </li></ul>
  14. 16. Social Media Includes: <ul><li>Blogs </li></ul><ul><li>Podcasts </li></ul><ul><li>Webinars </li></ul><ul><li>Community Sites </li></ul><ul><li>Bookmarking/Tagging Sites </li></ul><ul><li>Social Media News Releases </li></ul><ul><li>Discussion Forums </li></ul><ul><li>Video Sharing Sites </li></ul><ul><li>Niche Mailing/Announcement Lists </li></ul><ul><li>-- anyplace where individuals drive the content in an online community setting </li></ul>
  15. 24. FAU, other colleges struggle to control image in cyberspace <ul><li>It used to be that kids' impressions of prospective colleges were shaped by glossy university-produced advertisements that hit home mailboxes (not in boxes) and highlighted only the benefits of their institutions. </li></ul><ul><li>Today, universities and colleges have little control of their public image on the Internet. </li></ul><ul><li>Palm Beach Post June 03, 2008 </li></ul>
  16. 25. <ul><li>How Is Social Media Changing the Admission Funnel? </li></ul>
  17. 26. <ul><li>Stealth </li></ul>
  18. 27. <ul><li>Incorporating Social Media Into Your Application Funnel </li></ul>
  19. 28. <ul><li>Embrace the </li></ul><ul><li>Stealth </li></ul>
  20. 30. <ul><li>Your &quot;Official&quot; Website - a New Way of Thinking About It. </li></ul>
  21. 33. <ul><li>Enable the Audience </li></ul>
  22. 34. <ul><li>Listen </li></ul><ul><li>Systematically </li></ul>
  23. 35. <ul><li>Engage Intelligently </li></ul>
  24. 36. Enable the Audience Listen Systematically Engage Intelligently
  25. 37. Contact information for Online strategist John Lawlor [email_address] 561.750.8095 866.jlawlor