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2009 Integrating Digital Tactics For Ning


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2009 Integrating Digital Tactics For Ning

  1. 1. <ul><li>Integrating Innovative Tactics with </li></ul><ul><li>Traditional Yield Strategies </li></ul><ul><li>January 22, 2009 </li></ul><ul><li>Eric Sickler Sabra Fiala </li></ul><ul><li>Principal Consultant Strategic Marketing Consultant </li></ul><ul><li> [email_address] </li></ul>Online Seminar Series
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  5. 5. <ul><li>Angst </li></ul><ul><li>Research says… </li></ul><ul><li>Get creative already! </li></ul><ul><li>Innovative digital tactics </li></ul> - © 2005 Stamats, Inc. .
  6. 6. What yield isn’t <ul><li>… the last chunk of the recruitment process </li></ul><ul><li>… a springtime initiative </li></ul><ul><li>… the responsibility of any single office or department </li></ul><ul><li>… the best measure of the quality of your financial aid strategy </li></ul><ul><li>… the definitive measure of any single variable, initiative, or department </li></ul>.
  7. 7. What yield is <ul><li>Largely a measure of the strength of your institutional brand </li></ul><ul><ul><li>Long before search begins </li></ul></ul><ul><ul><li>Long, long, long before senior spring </li></ul></ul><ul><li>A function of relationship </li></ul><ul><ul><li>Hard data points open the door </li></ul></ul><ul><ul><li>Softer human points define the relationship </li></ul></ul><ul><ul><li>Tipping points (emotional) close the deal </li></ul></ul><ul><li>Bell curve </li></ul><ul><ul><li>20% first choice; just don’t mess up </li></ul></ul><ul><ul><li>60% deciding (target) </li></ul></ul><ul><ul><li>20% you’re the back-up or safety school </li></ul></ul>.
  8. 8. - © 2005 Stamats, Inc. <ul><li>Admit-to-enroll </li></ul><ul><li>Brand + Relationship </li></ul><ul><li>2006 46% (NCES IPEDS) </li></ul><ul><li>2002 52% public </li></ul><ul><li>2002 49% private </li></ul>.
  9. 9. - © 2005 Stamats, Inc. <ul><li>$2,895 private (NACAC 2007) </li></ul><ul><li>$1,002 public </li></ul><ul><li>Brand + Relationship </li></ul><ul><li>299 apps private (NACAC 2007) </li></ul><ul><li>756 apps public </li></ul>.
  10. 10. - © 2005 Stamats, Inc. <ul><li>Yield management </li></ul><ul><li>Enriched prospect pool </li></ul><ul><li>81% (Chronicle of Higher Ed Almanac) </li></ul><ul><li>Sound yield strategy </li></ul><ul><li>43% “stealth” (Princeton Review) </li></ul>
  11. 11. - © 2005 Stamats, Inc. Yield-related findings from 2008 TeensTALK ®
  12. 12. Most Helpful Information Sources 2008 StamatsTeensTALK ® .
  13. 13. Determining “Fit” Key Emotional Indicators 2008 StamatsTeensTALK ® .
  14. 14. Success After College Most Important Predictors 2008 StamatsTeensTALK ® .
  15. 15. <ul><ul><li>Sending letters through the mail </li></ul></ul><ul><ul><li>Sending publications through the mail </li></ul></ul><ul><ul><li>Sending a personal e-mail, written specifically for you </li></ul></ul><ul><ul><li>Sending mass, non-personalized emails </li></ul></ul><ul><ul><li>Contact through Facebook or MySpace </li></ul></ul><ul><ul><li>Contact via instant messaging </li></ul></ul><ul><ul><li>Text messages to cell phone </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul><ul><ul><li>Phone calls to parent(s) </li></ul></ul><ul><ul><li>Personal home visits </li></ul></ul>Methods Tested 2008 StamatsTeensTALK ® .
  16. 16. Funnel Stages Examined .
  17. 17. Admitted Student Acceptable Forms of Communication <ul><ul><li>Surprisingly, social networks, instant messaging, and text messaging don’t make the list </li></ul></ul><ul><ul><li>This is cause for pause for schools who are fixated on transforming recruitment programming by making social media primary tools </li></ul></ul>2008 StamatsTeensTALK ® .
  18. 18. Admitted Student Preferred Forms of Communication 2008 StamatsTeensTALK ® .
  19. 19. Admitted Student Satisfaction With Communication 2008 StamatsTeensTALK ® .
  20. 20. Admitted Student Improving Communication <ul><li>Better ways to communicate during the admitted student stage: (n=85) </li></ul><ul><ul><li>More contact, contact on a regular basis (9%) </li></ul></ul><ul><ul><li>Contact me via mail (8%) </li></ul></ul><ul><ul><li>Provide status updates (8%) </li></ul></ul><ul><ul><li>More specific information, more details (7%) </li></ul></ul><ul><ul><li>Contact me via e-mail (7%) </li></ul></ul><ul><ul><li>Good customer service, be responsive (7%) </li></ul></ul>2008 StamatsTeensTALK ® .
  21. 21. - © 2005 Stamats, Inc. .
  22. 22. QuickPoll & Questions <ul><li>Which of the following statements best describes your experience this year relative to last year? </li></ul><ul><ul><li>Traditional undergrad applications and confirmations/deposits are generally even with last year; we anticipate yield will be very similar as well </li></ul></ul><ul><ul><li>Traditional undergrad applications and confirmations/deposits are up; we anticipate yield will be up as well </li></ul></ul><ul><ul><li>Traditional undergrad applications are up, but confirmations/deposits are down; however, we sense that students are waiting longer to make decisions and we’re hopeful </li></ul></ul><ul><ul><li>Traditional undergrad applications are up, but deposits are down; we don’t expect many more confirmations/deposits during the summer; yield will likely be down </li></ul></ul><ul><ul><li>Traditional undergrad applications are down, confirmations/deposits are down, and we’re still working like mad to generate more of both; send help </li></ul></ul><ul><ul><li>Our situation does not neatly fit into any of these scenarios; better luck next time </li></ul></ul> - © 2005 Stamats, Inc. .
  23. 23. Reasonable expectations <ul><li>Appreciate the difference between selectivity and yield </li></ul><ul><ul><li>Institutional action (admit or deny) determines selectivity </li></ul></ul><ul><ul><li>Student choice (enroll or not) determines yield </li></ul></ul><ul><ul><li>However, this does not mean yield is beyond influence </li></ul></ul><ul><li>Understand how your prospects balance prestige vs. practical considerations </li></ul><ul><li>Track yield rates of your true competitor set (rather than an aspirant set) </li></ul><ul><ul><li>IPEDS </li></ul></ul><ul><ul><li>U.S. News & World Report premium Web edition </li></ul></ul><ul><ul><li>Barron’s Guide , Peterson’s Guide , The College Handbook </li></ul></ul><ul><li>To develop benchmarks, think regionally rather than nationally </li></ul><ul><ul><li>Few schools can legitimately call themselves “national” </li></ul></ul> - © 2005 Stamats, Inc. .
  24. 24. Standard operating [yield] procedures <ul><li>Phone calls and phonathons </li></ul><ul><ul><li>Enrolled students-to-admitted students </li></ul></ul><ul><ul><li>Local alumni-to-admitted students (by majors, geography) </li></ul></ul><ul><li>Regional alumni- or staff-hosted receptions for admitted students </li></ul><ul><li>Summer send-off programs </li></ul><ul><li>Highly personalized itineraries for spring campus visitors </li></ul><ul><ul><li>Faculty, coach, and director appointments </li></ul></ul><ul><ul><li>Information sessions or, better yet, mini-classes </li></ul></ul><ul><ul><li>Overnighters are invariably tipping points </li></ul></ul><ul><li>Faculty (program-specific) communication </li></ul>.
  25. 25. Standard operating [yield] procedures <ul><li>Continuous updates to admission staff, student staff, tour guides about issues and items of interest to admitted students </li></ul><ul><li>Student life (orientation/transition) mailing sequence </li></ul><ul><li>Yield-oriented videos and DVDs </li></ul><ul><li>Publications specifically addressing mid-spring to fall timetables and tasks </li></ul><ul><ul><li>Print-on-demand to address intended major and co-curriculars </li></ul></ul><ul><li>Outcomes-focused publications </li></ul><ul><li>Admission staff contacts (phone, e-mail) for selected populations </li></ul><ul><ul><li>Scholars </li></ul></ul><ul><ul><li>Fence-sitters </li></ul></ul><ul><ul><li>Prospects for under-enrolled programs </li></ul></ul> - © 2005 Stamats, Inc. .
  26. 26. Standard operating [yield] procedures <ul><li>Online chat events (one for all, all for one) </li></ul><ul><li>Strategic (targeted) financial aid leveraging </li></ul><ul><li>Mentoring/matching programs </li></ul><ul><li>Middle and high-school relations </li></ul><ul><li>Others? </li></ul> - © 2005 Stamats, Inc. .
  27. 27. Innovative, audacious, maybe outrageous - © 2005 Stamats, Inc. .
  28. 28. What’s in your digital meal? - © 2005 Stamats, Inc. PRECISION COLLABORATION EFFICIENCY .
  29. 29. Successful integration begins with… <ul><li>Not replacing but integrating </li></ul><ul><li>Selecting tactics that make sense for your institution </li></ul><ul><li>Identifying internal champions </li></ul><ul><li>Creating a sustaining plan </li></ul><ul><li>Benchmarking current efforts </li></ul><ul><li>Identifying a “Plan B” </li></ul> - © 2005 Stamats, Inc. .
  30. 30. Taking inventory - © 2005 Stamats, Inc. E-MESSAGES PICTURES BLOGS NETWORKS FLASH & VIDEO .
  31. 31. Your Competitors Are Doing It <ul><li>A 2008 study by the UMass–Dartmouth Center for Marketing Research shows: </li></ul><ul><ul><li>26% Of colleges and universities are using search engines to research potential students </li></ul></ul><ul><ul><li>21% Are on social networks Facebook and MySpace </li></ul></ul><ul><ul><li>61% Are using minimum of one form of social media </li></ul></ul><ul><ul><li>33% Participate in Admissions blogging* </li></ul></ul><ul><ul><li>55% Are very familiar with social networking </li></ul></ul><ul><ul><li>*Blog usage rate is 14% higher than Fortune 500. </li></ul></ul><ul><li>>700 institutional Facebook “pages” have been launched since December 2007 </li></ul> - © 2005 Stamats, Inc. .
  32. 32. An interesting note… - © 2005 Stamats, Inc. .
  33. 33. Innovative… - © 2005 Stamats, Inc. .
  34. 34. - © 2005 Stamats, Inc. INNOVATIVE .
  35. 35. - © 2005 Stamats, Inc. INNOVATIVE .
  36. 36. - © 2005 Stamats, Inc. INNOVATIVE .
  37. 37. - © 2005 Stamats, Inc. INNOVATIVE .
  38. 38. - © 2005 Stamats, Inc. .
  39. 39. - © 2005 Stamats, Inc. .
  40. 40. - © 2005 Stamats, Inc. .
  41. 41. A Space that Enables Participatory Culture <ul><li>Active versus passive users </li></ul><ul><li>A vehicle for self-expression that engages other people </li></ul><ul><li>A medium where content creates community </li></ul><ul><li>A place where content belongs to everyone </li></ul><ul><li>An open platform versus closed portal </li></ul> - © 2005 Stamats, Inc. INNOVATIVE .
  42. 42. Social Networking – 5 Basic Steps <ul><li>Start with Strategy – Social networks can strengthen a yield campaign even if they play only a secondary role. Your strategy is built on several factors: </li></ul><ul><ul><li>Analyzing participation </li></ul></ul><ul><ul><li>Developing a listening strategy </li></ul></ul><ul><ul><li>Establishing measureable criteria </li></ul></ul> - © 2005 Stamats, Inc. INNOVATIVE RELATIONSHIP RESPONSIBILITY REPEATABILITY AUTHENTICITY .
  43. 43. Social Networking – 5 Basic Steps <ul><li>Create a Powerful Network Built on User-Generated Content – No matter what the form, the key to understanding social media is to remember that content is the key to all transactions in this world. </li></ul> - © 2005 Stamats, Inc. INNOVATIVE .
  44. 44. Social Networking – 5 Basic Steps <ul><li>Give the Network Content a Foundational Identity – Simply allowing user-generated content is not enough to turn a network into a source of power. Defining what the content will be and what form it will take is the crucial next step. Your goal is to develop networks people want to join. </li></ul> - © 2005 Stamats, Inc. INNOVATIVE .
  45. 45. Social Networking – 5 Basic Steps <ul><li>Multiply the Network’s Power – The bulk of social media tools and technology-RSS, blogs, podcasts, video-not only facilitate conversation, their predominance has created the expectation that you will engage members on a much deeper level. </li></ul> - © 2005 Stamats, Inc. .
  46. 46. Social Networking – 5 Basic Steps <ul><li>Measure the Network’s Power – Your number one concern will be to find out how long it will take community members to have a positive impact on your marketing goals. </li></ul> - © 2005 Stamats, Inc. INNOVATIVE .
  47. 47. So how does this help your yield? <ul><li>Provides credibility </li></ul><ul><li>Distribution of talk value </li></ul><ul><li>Provides a meeting ground </li></ul><ul><li>Supports traditional marketing efforts </li></ul><ul><li>Lets prospective students know you’re in the game </li></ul> - © 2005 Stamats, Inc. .
  48. 48. There are few risks… <ul><li>The famous class of 2013 incident… </li></ul> - © 2005 Stamats, Inc. .
  49. 49. What the “Class of 2013” taught us <ul><li>Monitor the Facebook groups associated with your institution </li></ul><ul><li>Take control over your “official” groups </li></ul><ul><li>Promote the group among prospective students </li></ul><ul><li>Inform your counselors of potential inaccuracies </li></ul><ul><li>Inform your counselors of the benefits </li></ul><ul><li>Reassure your audience that the group is developed to provide a safe place to interact </li></ul> - © 2005 Stamats, Inc. To read more about this: .
  50. 50. - © 2005 Stamats, Inc. .
  51. 51. - © 2005 Stamats, Inc. I will work from a clearly defined strategy. I will focus on people first and then technology. I will improve my content. I will focus on simplicity. I will provide an experience. .
  52. 52. - © 2005 Stamats, Inc. .
  53. 53. - © 2005 Stamats, Inc. INNOVATIVE Rachel Reuben is the Director of Web Communication & Strategic Projects in the Office of Public Affairs  at the State University of New York at New Paltz , where she has worked in various Web, public relations, and marketing capacities since 1998. She is a member of the .eduGuru blogging team at , and is a regular speaker at conferences. .
  54. 54. Café New Paltz - © 2005 Stamats, Inc. INNOVATIVE <ul><li>Developed to support a primary strategy: to increase the academic quality of the 2009 student body </li></ul><ul><li>On January 2 nd invited approximately 1,400 early action accepted students to the community </li></ul><ul><li>By March 1 st all general accepted students will receive an invitation </li></ul><ul><li>An established plan to keep content fresh </li></ul><ul><li>Planned tactics will end with actionable requests to engage </li></ul><ul><li>Stay Informed on the Progress of Café New Paltz </li></ul><ul><li> </li></ul>.
  55. 55. INNOVATIVE .
  56. 56. Twitter - © 2005 Stamats, Inc. INNOVATIVE .
  57. 57. Twitter – How it’s changing… <ul><li>According to Matt Herzberger, </li></ul><ul><li>Web Designer for Texas A&M University College of Engineering… </li></ul><ul><li>Twitter is not just about posts. </li></ul><ul><li>Twitter can be used as a customer service tool </li></ul><ul><li>with an established listening campaign. </li></ul> - © 2005 Stamats, Inc. INNOVATIVE .
  58. 58. Listening Campaign - © 2005 Stamats, Inc. INNOVATIVE Google Reader Technorati Google Blogsearch Summize Link Checker Crazy Egg .
  59. 59. Audacious… - © 2005 Stamats, Inc. .
  60. 60. Going Mobile…. - © 2005 Stamats, Inc. AUDACIOUS .
  61. 61. Going Mobile…. - © 2005 Stamats, Inc. Email Classes Assignments Contacts News AUDACIOUS .
  62. 62. - © 2005 Stamats, Inc. AUDACIOUS .
  63. 63. - © 2005 Stamats, Inc. OUTRAGEOUS .
  64. 64. Outrageous… - © 2005 Stamats, Inc. .
  65. 65. Virtual Yield Events - © 2005 Stamats, Inc. OUTRAGEOUS Exhibit Hall Video Presentations Student Chat Resource Center Show Guide Student Lounge .
  66. 66. Let’s take this one step further… - © 2005 Stamats, Inc. OUTRAGEOUS Admissions Lobby Financial Aid Athletics Clubs Counselor Chats Classroom Visits Academics Roommate Postings “ Family” Room (YOUR SCHOOL) ACCEPTED STUDENT VIRTUAL EVENT .
  67. 67. Don’t hold us to it, but we predict… <ul><li>As multiple applications multiply, yield will continue to drop nationally </li></ul><ul><li>As more schools employ predictive modeling and aid leveraging, all schools must increasingly recruit students they know have a better chance of enrolling </li></ul><ul><li>The more a school deviates from enrolling its &quot;best fit&quot; students, the greater the retention risk for those students </li></ul><ul><ul><li>Ultimately, yield doesn’t matter if retention is broken </li></ul></ul><ul><li>Schools that over-promise and under-deliver will not be tolerated by increasingly &quot;sophisticated&quot; (impatient) consumers. 40+% of 2008 NSSE participants started college elsewhere </li></ul><ul><li>Schools that are reluctant to clarify and trumpet their brands, invest in relationship-building, segment, target and support probably won’t thrive </li></ul> - © 2005 Stamats, Inc. .
  68. 68. - © 2005 Stamats, Inc. .
  69. 69. Observations Recommendations Questions - © 2005 Stamats, Inc. .
  70. 70. <ul><li>Thank you! </li></ul><ul><li>Eric Sickler Sabra Fiala </li></ul><ul><li>Principal Consultant Strategic Marketing Consultant </li></ul><ul><li> [email_address] </li></ul>Online Seminar Series .