Strategic Enrolment                                               Management &                                            ...
Goals of this presentation    •   100 new likes or followers    •   78% reach    •   50 engaged users    •   250 impressio...
Strategic Enrolment Management    SEM is a comprehensive process designed to help an    institution achieve and maintain o...
Strategic Enrolment Management                                             Financial                Academic              ...
Social Media                             Social Web                           Integration into                            ...
Social Media6
Role of Social Media in SEM    •   Communication    •   Support recruitment    •   Support conversion    •   Support reten...
Mapping SEM     Principals to    Social Media8
Mapping SEM to Social Media       •   SMART goals        •   Marketing goals       •   Academic Success   •   Facilitates ...
Claim your space     Determine your niche, focus on it, and deliver on it as well     as you possibly can … the very essen...
Consider your segments     Suspects/Prospects       Applicants         Admitted           Enrolled/Current              Al...
What a Social     Media SEM Plan       Looks Like12
Establish a Pan-University     SEM Plan     • Institutional recruitment plan       SEM     • Senior leadership sponsorship...
Communications Strategy     • Strategic recruitment goals                     SEM     • Connect to retention – plan ahead ...
Social Media     • The social media plan is one element       SEM       of the communications plan – social       media ca...
Social Media – Setting Goals     • SMART goals     • Align with pan-University SEM goals                  Increase engagem...
Social Media – KPIs     •   Conversational exchange: # of replies or comments     •   Reach: size of your direct audience ...
Social Media – Choosing Channels     •   Audience     •   Budget     •   Resources     •   Social Media sites18
Social Media – Choosing Channels19
Social Media – Processes     •   Hiring and training     •   Protocols     •   Standard operating procedures     •   Edito...
Social Media – Key Messaging21
Social Media – Risks     •   Democratization of publishing     •   Virality & word-of-mouth     •   Reputational hits     ...
Social Media – Tracking & Analysis     • Social Media Analytics        • Offered within sites        • Offered for free on...
Social Media – Tracking & Analysis                                               Online                                   ...
Social Media – Tracking & Analysis25
Social Media – Tracking & Analysis     Four-month period                               Current student: SIS, retention    ...
Social Media – ROI     • ROI calculations     • Email ROI = Facebook ROI (by Convince&Convert)     • Interactive Campus Ma...
Where to go      from here28
The Student Voice     • 98.1% like being able to connect with universities on       social media     • 84.4% said their in...
Student Influencers     • Slightly fewer than one quarter of applicants looked at       only one viewbook (24%), while thr...
The Student Voice31
SEM & Social Media in Action     • Recruitment campaigns        • 105 media campaign (phases 1-3)        • Summer entry ca...
Questions?   Donna Cope, Director, Print & E-media Communications   Laura D’Amelio, Senior Content Developer33   Division ...
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Strategic enrolment management & social media symposium july11

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Donna Cope & Laura D'Amelio: Social Media and Strategic Enrolment Management

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Strategic enrolment management & social media symposium july11

  1. 1. Strategic Enrolment Management & Social Media Donna Cope, Director, Print & E-media Communications Laura D’Amelio, Senior Content Developer1 Division of Students, York University
  2. 2. Goals of this presentation • 100 new likes or followers • 78% reach • 50 engaged users • 250 impressions2
  3. 3. Strategic Enrolment Management SEM is a comprehensive process designed to help an institution achieve and maintain optimum enrollment, where optimum is defined within the academic context of the institution. Dolence (1993)3
  4. 4. Strategic Enrolment Management Financial Academic Admission Retention Support Support Student’s University Career Recruitment/ Classroom Co-curricular Orientation Marketing Experience Support4
  5. 5. Social Media Social Web Integration into company websites Relationships Comments Social Tech Geolocation Sharing Mobile Likes Media Analytics Sites Facebook Twitter Google+5
  6. 6. Social Media6
  7. 7. Role of Social Media in SEM • Communication • Support recruitment • Support conversion • Support retention • Inform/educate • Promote and enhance brand and reputation7
  8. 8. Mapping SEM Principals to Social Media8
  9. 9. Mapping SEM to Social Media • SMART goals • Marketing goals • Academic Success • Facilitates success • Data • Analytics/trackable • Student Services • Student Service • Communications & • Shared strategies Collaboration & communications9
  10. 10. Claim your space Determine your niche, focus on it, and deliver on it as well as you possibly can … the very essence of SEM … and social media Smith 200810
  11. 11. Consider your segments Suspects/Prospects Applicants Admitted Enrolled/Current Alumni11
  12. 12. What a Social Media SEM Plan Looks Like12
  13. 13. Establish a Pan-University SEM Plan • Institutional recruitment plan SEM • Senior leadership sponsorship Communications • Enrolment planning groups, recruitment councils, Faculty Social Media plans, conversion/retention initiatives13
  14. 14. Communications Strategy • Strategic recruitment goals SEM • Connect to retention – plan ahead Communications • Types/characteristics of students • Decide on a resource focus Social Media • Recruitment messages aligned with institutional marketing/branding messages/initiatives • Key influences – how to evaluate and rank • Audiences – personalization/customization14
  15. 15. Social Media • The social media plan is one element SEM of the communications plan – social media can’t stand alone Communications • Know what to use when: For young Social Media people e-mail is how you communicate with elders in formal situation while social networks and SMS are the preferred methods of communication among peers (Kirkpatrick, 2009)15
  16. 16. Social Media – Setting Goals • SMART goals • Align with pan-University SEM goals Increase engagement by X% Drive X people to the website Increase number of people from mobile by X Capture X applications16
  17. 17. Social 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 Tweet17
  18. 18. Social Media – Choosing Channels • Audience • Budget • Resources • Social Media sites18
  19. 19. Social Media – Choosing Channels19
  20. 20. Social Media – Processes • Hiring and training • Protocols • Standard operating procedures • Editorial schedule • Messaging calendar • Emergency messaging/controversial messaging • Content Development • Workflow20
  21. 21. Social Media – Key Messaging21
  22. 22. Social Media – Risks • Democratization of publishing • Virality & word-of-mouth • Reputational hits • “It’s there for all eternity” • Privacy • Cost • Oversaturation • Mis-targetting audiences22
  23. 23. Social 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 • CRM23
  24. 24. Social Media – Tracking & Analysis Online chats & Spring webinars Open House Handbooks Website CRM • Interaction • Applicant • Compiled data Stats • Site stats demographic • Prospects and on apps, • Purchase • Movement on information applicant programs, analytics information retention site Social Data Application Media Warehouse Ontario Universities Fair Advertising School Campaigns visits24
  25. 25. Social Media – Tracking & Analysis25
  26. 26. Social Media – Tracking & Analysis Four-month period Current student: SIS, retention CRM: interactions can be tracked to enrollment Applications: apps are up, FB drove 300+ students directly to the app CRM: emails to prospects (links to SM, websites) Website stats: page views, time on page, # of pages view Website site referrals – 1,000s of student enter from SM sites Social Media – interactions increase26
  27. 27. Social Media – ROI • ROI calculations • Email ROI = Facebook ROI (by Convince&Convert) • Interactive Campus Map ROI Calculator (by nuCloud)27
  28. 28. Where to go from here28
  29. 29. The Student Voice • 98.1% like being able to connect with universities on social media • 84.4% said their interaction with YorkU on social media made the more likely to visit our social media channels again • 82.1% said their interaction with YorkU on social media made them more likely to visit our website about programs and services29
  30. 30. Student Influencers • Slightly fewer than one quarter of applicants looked at only one viewbook (24%), while three in 10 looked at two (30%)(Academica Group) • 39% of applicants attended campus open houses and formal campus tours (Academica Group) • 43.1% said the support they received on social media helped them to make their decision on which university to attend30
  31. 31. The Student Voice31
  32. 32. SEM & Social Media in Action • Recruitment campaigns • 105 media campaign (phases 1-3) • Summer entry campaign • International social media outreach • Google+32
  33. 33. Questions? Donna Cope, Director, Print & E-media Communications Laura D’Amelio, Senior Content Developer33 Division of Students, York University

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