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Social Media & Mobile Marketing: Recruitment Strategy Opportunities
The document discusses opportunities for using social media and mobile marketing in graduate program recruitment strategies. It provides examples of how universities can connect with prospective students on platforms like Facebook, YouTube, and LinkedIn by monitoring discussions and responding to questions. It also emphasizes the importance of having a mobile-friendly website as more prospective students access information on their phones. Key recruitment tasks like applying and paying deposits need to be simple on mobile. The document concludes with recommendations to prioritize a mobile-optimized website over separate apps and to engage in ongoing social media participation and monitoring.
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Social Media & Mobile Marketing: Recruitment Strategy Opportunities
- 1. Social Media &Mobile Marketing: Recruitment Strategy Opportunities NAGAP Winter Institute for Advanced Graduate Professionals January 20-21 , 2011 Fort Lauderdale, FL.
- 2. Part I: SocialMedia Connecting like-minded people with current events and stories…
- 3. The social media“Groundswell”… “A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.” Groundswell, Harvard Business Press, 2008
- 4. What’s in theGroundswell… Facebook
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- 9. And a hostof other sites
- 10. Online adults inthe United States… Data from Forrester Research Technographics® surveys, 2010 How people use social media… Creators………………. 23%
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- 16. Inactives……………….. 19% Groups overlap… thus the high total percent
- 17. Social Media traffic…Jan 1, 2011 http://www.hitwise.com/resources/data-center.php 1. Facebook……………63.25%
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- 23. Is “Social Media”a marketing tool? Yes… an indirect one Social media allow potential students to listen to people talk about their experience with you
- 24. Social media allowspeople to ask questions about the value of your degree and get “experience answers” from your students
- 25. Monitor and influencesocial media discussions
- 26. To make socialmedia work… Clear responsibility to someone…
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- 30. Prominent links fromofficial website
- 31. Monthly activity reportsParticipation rate
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- 33. Case Study: University of Phoenix Build online communities that allow current and future students to… “ interact, keep up with and explore the world of University of Phoenix.”
- 34. From a homepage link… http://www.phoenix.edu/students/online_communities.html
- 35. The primary page…66,437 liking it
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- 39. YouTube: 2,398 subscribers,593 friends…
- 40. UPhoenix degree is“not worthy”?... 429 comments on LinkedIn
- 41. Other examples: BallState University, Walden University, UT: McCombs School of Business
- 42. Ball State FBfor Online Students http://www.facebook.com/ballstateonline
- 43. Open discussions atWalden… http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=4715
- 44. Monitor & replyin 24 hours… http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=15129
- 45. Create a YouTubepresence… http://www.youtube.com/user/utmccombsschool
- 46. Twitter requires frequency…http://twitter.com/#!/utexasmccombs
- 47. Blogs are socialmedia… http://www.hbs.edu/about/connect/
- 48. Program specific mash-ups…http://www.mgt.ncsu.edu/mba/news/social/
- 49. People will becritical… No university is Disney World
- 50. “ Walled gardens”are gone
- 51. Responding to criticalcontent… Perfection isn’t expected… don’t claim it
- 52. In most cases,don’t respond immediately
- 53. Monitor the responseof your community Best defense is from students and alumni Identify yourself as an “official” person
- 54. Offering to fixa problem is fine
- 55. UVA… comments toFB English dept update Negative: “ When I was an English major at UVa, before switching…, I noticed that the only things the English department… seems to like are 1) itself 2) its own professors' voices and 3) worthless instructional methods, all tinted with a heaping dose of irrelevance.”
- 56. UVA… comments toFB English dept update Positive: “I was an English major at UVa… and I had exactly the opposite experience. I wonder if the difference lies in attitude. If you see literature as 'irrelevant' one wonders why you decided to become an English major in the first place. Kudos to the department for continuing to adapt its approaches to changing times.”
- 57. Stay up todate…
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- 59. Pew Internet researchreports… http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
- 60. Part II: MobileMarketing Instant access… All the time, from anywhere
- 61. How small willthings get? http://bit.ly/d9ihtP
- 62. Key Strategy Question:Why should I put scarce resources into mobile marketing?
- 63. The answer… Websiteexperience shapes brand perception…
- 64. Growing expectation… A“mobile friendly” online experience
- 65. Tales from theResearch… 1 Pew Internet & American Life Project “ Mobile Access 2010” http://bit.ly/cqxi6D
- 66. Mobile phone use,2009 to 2010 80% of adults (18+) owned mobile phones in 2010… no change from 2009 Take a picture…. 66 to 76%
- 67. Send & receivetext messages… 65 to 72%
- 68. Send & receiveemail… 25 to 34%
- 69. Access the Internet…25 to 38%
- 70. Send & receiveinstant messages… 20 to 30%
- 71. Record video… 19to 34%
- 72. “Young adults” 18to 29… Heavy use of “mobile” in many areas… Send/receive text messages… 95%
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- 76. Use social networkingsite… 48% Still low… Purchased a product… 20%
- 77. Tales from theResearch… 2 “ Mobile User Experience Is Miserable” Jakob Nielsen: July 2009 Alertbox http://bit.ly/2LgE4j
- 78. Main mobile problemsin 2009… 4 major problems Small screens
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- 81. Poor design formobile All improved in 2010
- 82. Reason for optimism…Task success was higher at sites designed for mobile access… 64% task completion at “sites for mobile”
- 83. 53% task completionat regular websites Larger screen = more success Regular cell phones… 38% success
- 84. Regular smartphones… 55%success
- 85. Touch screen phones…75% success ◄
- 86. State of MobileMarketing Best uses for “mobile”…
- 87. Your regular websiteis not obsolete
- 88. Mobile tasks: recruitmentFind academic program list
- 89. Register for acampus visit
- 90. Inquire about enrollment…if simple
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- 92. Pay an enrollmentdeposit
- 93. Mobile App vs.Mobile Website Mobile App Different apps for different devices
- 94. How will peoplefind your app?
- 95. Not easy toupdate
- 96. Higher performance possible/Easieruse Mobile Website Access from any mobile device
- 97. Can find using“search”
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- 99. Will perform aswell as you build it/Not great right now
- 100. Make things easyin mobile… “ As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” Robert Z. Samuels, director of mobile product development, New York Times
- 101. The NY Timeson mobile…
- 102. Build a newmobile site? “ Mobilize, don’t miniaturize”… anon. “… the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site.” Drew Stevenson, University of Minnesota, 2010
- 103. Don’t start peoplehere… the iPhone trap
- 104. Case Study: MobileMarketing for Graduate Recruitment University of Tulsa, Collins College of Business
- 105. Patience is oftenrequired…
- 106. Major program areasat the start…
- 107. Specific areas ofstudy available…
- 108. Faculty and courseshighlighted…
- 109. Faculty details &contact info…
- 110. Making an inquiry…name first
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- 112. Starting date… FTor PT?
- 113. Email and printresponse…
- 114. Don’t ask unlessyou use it…
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- 116. Texting… Ongoing communicationfor those who opt-in to receive it Recruitment events
- 117. Important news updatesRules similar to email: Must opt-in
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- 119. A short summary…Strategy: prepare now to give future students mobile access Identify key tasks for future students that are “mobile friendly.”
- 120. Give resource priorityto mobile site over mobile apps if you must Ability in mobile will influence perception of your brand
- 121. Stay up todate…
- 122. Mobile Marketing Association…http://mmaglobal.com/policies
- 123. Mobile Marketing Handbookhttp://www.mobilemarketinghandbook.com/
- 124. Mobile Marketer http://www.mobilemarketer.com/
- 125. Mobile in HigherEd blog http://www.dmolsen.com/mobile-in-higher-ed/
- 126. Jakob Nielsen UsabilityReport… http://www.nngroup.com/reports/mobile/
- 127. Thank You! BobJohnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Website Research www.bobjohnsonconsulting.com