Social Networks Webinar
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This document discusses how colleges can leverage social media for recruitment and admissions. It notes that while 93% of students use social media, only 22% said a college's social media presence impacted their interest. The document then discusses different social media platforms and notes that purpose networks designed by admissions can help control messaging and focus on student success throughout their academic journey. It provides examples of purpose networks and discusses how analytics from these closed networks can provide actionable insights for recruitment and enrollment strategies.
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Social Networks Webinar
- 1. Getting Social with Recruitment & Admissions How to Leverage the Power of Social Media @connecteduinc #PurposeNetwork
- 2. Why are we here today? .edu website social network Purpose Network Recruitment Enrollment Graduation @connecteduinc #PurposeNetwork
- 3. Consider This You’re there because students are there, but are you wasting your time? 93% of U.S. high school seniors Only 22% said a college or use at least one of the three university’s presence on a social major social networking sites a 2-3 media or networking site made times per week.* them more interested in applying.* *Source: Pew Internet Usage Survey, 2011 2 @connecteduinc #PurposeNetwork
- 4. What is Social Media? 3 @connecteduinc #PurposeNetwork
- 5. • Social Networks • College .edu sites • Purpose Networks & “Closed” Networks • Blogs 4
- 6. Consider These Facts @connecteduinc #PurposeNetwork
- 7. Students Age 14-18 and Social Networks Average 7 hours Facebook 96% (421 mins) per month spent on FB alone YouTube 84% Blogs 20% Twitter 14% MySpace 12% 0% 20% 40% 60% 80% 100% Sources: Pew Internet Statistics 2010, Princeton Review.com 2011, College Info Graphics, 2011 @connecteduinc #PurposeNetwork
- 8. Reasons Students are Using Social Media 89% 79% 26% Purely Social Entertainment Educational Sources: Pew Internet Statistics 2010, Princeton Review.com 2011, College Info Graphics, 2011 @connecteduinc #PurposeNetwork
- 9. Only 14% of colleges proactively use social media to recruit & encourage student movement through the admissions process. 80% use social media simply for raising awareness of the school, but not specifically for recruiting. 8
- 10. Social Media and .EDU Sites: Are these the best tools for engagement and recruitment? 9 @connecteduinc #PurposeNetwork
- 11. 80% of admissions officers get friend requests from applicants… …but not requests for information or guidance related to getting admitted of students still rely on a colleges’ .edu website for information about the school. Sources: Pew Internet Statistics 2010, Princeton Review.com 2011, College Info Graphics, 2011 @connecteduinc #PurposeNetwork
- 12. What students say about .edu sites Students say Content is key: 54% want general academic of students said they and academic preparedness became more information interested in the 26% say easy navigation of the college due to a admissions process is important good experience on an admissions 20% say that financial website information is important 11 @connecteduinc #PurposeNetwork
- 13. … clearly the.edu site is not enough Source: Social Media in Higher Education, Data Analysis & Relevant Studies of students dropped a college from consideration 25% due to a bad experience on their .edu site. ? 51% said that’s because they couldn’t find what they were looking for. @connecteduinc #PurposeNetwork
- 14. Do students want to be engaged via social media? 13 @connecteduinc #PurposeNetwork
- 15. Short Answer: YES! …provided the engagement is: Highly interactive Females aged Highly personalized 16 – 26 are more Provides content that is engaged than dynamic, customized, ever changing in its males relevancy to users Helps make connections both with school and other students Quick to access and easy to use Illustrates innovative thinking and processes Source: Don Tapscott, Grown Up Digital 2011, cnn.com, social-media and @connecteduinc #PurposeNetwork universities, 2011
- 16. Admissions Directors & Social Media Challenges & Pitfalls Inaccurate information Lack of control of Message Lack of maintenance Lack of engagement 15 @connecteduinc #PurposeNetwork
- 17. How do you get the best of both worlds? 16 @connecteduinc #PurposeNetwork
- 19. Social Networks An online community of people who use a website or other technologies to communicate with each other and share information. Source: www.Dictionary.Reference.com, 2011 @connecteduinc #PurposeNetwork
- 20. Purpose Networks A purposeful and intentional form of online community used to connect people and provide access to specific, detailed information relative to common interests and goals. Source: www.Dictionary.Reference.com, 2011 In an educational context this is an online academic and social network managed by the institution and accessible by prospective students, admitted students, enrolled students (and their parents) and college staff/faculty with username and password. @connecteduinc #PurposeNetwork
- 21. Social Networks vs. Purpose Network A Major CDU point-of-Difference SOCIAL NETWORK PURPOSE NETWORK Builds a private school-based community A public place to “hang out” promoting academic & social integration and success Focus on lifestyle, entertainment, trivia Focus on student success, campus involvement, life-goals Favors academic and school-centric context Favors “anything goes” interaction and themes “Friend” status driven by open social “Friend” status inviting to peers, mentors, connections administrators, faculty Intentionally designed to drive numerous social Intentionally designed to drive student success interactions & learning outcomes Provides a more passive model of behavior Provides an active/directional model of and success behavior and success 20 @connecteduinc #PurposeNetwork
- 22. Why a Purpose Network? 21 @connecteduinc #PurposeNetwork
- 23. Purpose Networks Admissions is in control Managed by Designed as school- Admissions Dept. centric recruitment platforms. Focuses on the Helps students achieve achievement of their goals: institutional goals: • Academic success • Recruitment • Social integration • Enrollment • Mattering vs. Marginality • Retention • Career preparation • Graduation @connecteduinc #PurposeNetwork
- 24. Personalized content based on “stage” • Prospective Students • Admitted Students • Enrolled Students • Parents 23
- 25. Leverage Critical Data Engagement and usage data is tracked, collected, anal yzed, modeled and reported to produce actionable intelligence. 24 @connecteduinc #PurposeNetwork
- 26. Sample Purpose Networks 25 @connecteduinc #PurposeNetwork
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- 39. The Power of Actionable Intelligence 38 @connecteduinc #PurposeNetwork
- 40. More Information = Effective Strategies Programmatic Metrics Uploaded Users Valid Users Web Analytics Sessions Sessions Per User Page Hits Per User Unique Email Clicks Task Completion Metrics Registered Users “Asks” Submitted Profiles Created Engagement Metrics Articles Read Surveys Taken Friends Event Registration Messages Per User Discussion Boards Discussion Posts 39
- 41. OUR MISSION Connecting Learners to Possibilities A single, comprehensive technology platform, spanning the full Learner Lifecycle: POSSIBILITIES K12 Post Employer Secondary 20,000,000 users 4,000 education institutions 130,000 employers 40 @connecteduinc #PurposeNetwork
- 42. Q&A Please submit questions via the Q&A feature located on the Webex toolbar. For more information: Vincent Rizzi Vice President,questions via the Q&A function on the Webex toolbar. Please submit Institutional Solutions Group vrizzi@connectedu.com 201-377-3379 www.connectedu.com/postsecondary-solutions @connecteduinc #PurposeNetwork We will be sending out a recording of the webinar shortly.
- 43. Thank You www.connectedu.com We will be sending out a recording of the webinar shortly. @connecteduinc #PurposeNetwork
Editor's Notes
- SCRIPTThanks for joining us today. Our short presentation is designed to give you an overview of ConnectEDU, our range of technology solutions – including our student network and institutional products and services. We will focus a lot of time on our enrollment and retention solutions.
- What we want you to get out of this webinar
- Because they aren’t engaged. Only 22% gain interest via social media.
- Admissions tool or a college marketing/PR tool?
- HS students are using social media and often.Question for Vince: Title?
- But students are currently using mass social media primarily for social & entertainment. Why…?
- Probably because colleges aren’t focused on using social media as a recruitment tool.
- Social Media Recruitment: provides information about the college, typically by taking individuals to the .edu site
- Are “Likes” enough? Of the students that use social media for educational purposes, they aren’t using it to get more information. Where are the students going? .edu sites.
- Some additional challenges & pitfalls for mass social media sites:Colleges say that many institutional social media profiles (particularly on Facebook and Twitter) have inaccurate information:You are what you publish - started by students or alumni not “sanctioned” by the school - profiles are not actively maintainedThe “student voice” is important, but the student should be a member of the college team
- These points elaborate what was talked about on the slide before
- Admissions tool or a college marketing/PR tool?
- Is granular user experience and engagement data coming out of mass social networks?If so, can it be used to optimize your institutions recruitment and enrollment effectiveness?
- SCRIPTConnectEDU is a technology company, founded and grounded in the education industry.Our mission is simple …..to Connect Learners to Possibilities.For 10 years now, we have been developing and growing a SINGLE technology platform that enables 21st Century learners and their enablers to manage education and career transitions …. from K12 to COLLEGE to CAREER.