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Webinar: Why Earned Media Overpowers Social Media in Student Recruitment

The webinar, presented by Damien S. Navarro, discusses the superiority of earned media over social media in student recruitment strategies. It highlights how earned media influences brand perception, engagement, and recruitment efforts, emphasizing that all social media is a form of earned media, but not all earned media equates to social media. The presentation includes statistics on social media usage in recruitment and insights on the student lifecycle and media effectiveness.

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Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 1 Why Earned Media Overpowers Social Media In Student Recruitment : Webinar #EMGwebinar 6.5.2012 Presented by: Damien S. Navarro @damiennavarro Visitemg.com @EMGtheagency
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 2 About EMG • Adaptive marketing agency • Located in Culver City, CA • Established in 1999 • Clients Include: EXPERIENCE PERFORMANCE RELATIONSHIPS TECHNOLOGY STRATEGY Personalization, En Campaigns, Awareness, Influ Development, Research, Plann gagement & Testing & ence & Social Customization ing & Analysis Entertainment Intelligence Marketing & Integration
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 3 Presenter Introduction • Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital • Focused on helping clients to think strategically and to maximize internal and external resources • SME in technology innovations and marketing, and behavioral marketing trends • Experienced industry thought leader, public speaker and author • Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications • Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 4 Welcome! About EMG Webinars • Short Q&A session will occur at end of presentation • Webinar presentation will be recorded • Links to be sent to attendees Presentation posted to EMG Knowledge Center
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 5 EMG helps organizations of all types and sizes Active Clients
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 6 Exploring Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 7 Quick Survey • How many of you currently use the term “earned media” regularly?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 8 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 9 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 10 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room? • Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 11 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room? • Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)? The Truth: All social media IS earned media, but not all earned media is social media.
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 12 How do we plan a vacation?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 13 How do we? Pick a Restaurant? Fact: A 2011 study by the National Restaurant Association confirms that consumers who use social media including apps, Twitter, Facebook, Foursquare, U rban Spoon not only dine out more but are more likely to become return customers. (ReadWriteWeb)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 14 How do we? Pick a Restaurant? Pick a Movie?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 15 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 16 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 17 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 18 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? She wishes! My Mom Katie
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 19 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 20 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 21 2012 Most Interesting Earned Media Facts 1. 80 percent of companies use social media for recruitment. (source) 2. More than 48MM have watched the VW Darth Vader Kid ad on YouTube. (source) 3. Ford Explorer launch on Facebook was more effective than a Super Bowl ad. (source) 4. 69 percent of parents are “friends” with their children on social media. (source) 5. Groupon will reach $1 billion in sales faster than any company in history. (source) 6. 25% of search results for the world’s top 20 brands are links to UGC. (source) 7. 34% of bloggers post opinions about products and brands. (source) 8. 90 percent of consumers trust peer recommendations. (source)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 22 2012 Facts The #RLTM Scoreboard: Social Networking Stats for the Week •Facebook: over 845 million users via Facebook •Twitter: over 200 million users via AllTwitter •Renren: over 170 million users via iResearch iUser Tracker •Qzone: 500 million active users via China Internet Watch •Sina Weibo: over 250 million users via Forbes •LinkedIn: 135 million members via LinkedIn •Groupon: 115 million subscribers via Reuters • Google Plus: over 90 million users via Larry Page •Tumblr: 42 million blogs via Tumblr •Posterous: 3.9 million members via SF Gate •Pinterest 7.5 million monthly uniques via TechCrunch •Foursquare: 15 million users via Mashable •Instagram 15 million users via The Next Web
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 23 Evaluating the role of earned media Influencer? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 24 Evaluating the role of earned media Thought Leader? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 25 Evaluating the role of earned media Storyteller? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 26 Evaluating the role of earned media Publisher? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 27 Evaluating the role of earned media Connector? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 28 Evaluating the role of earned media Problem Solver? Are you a
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 29 Evaluating the role of earned media Or are you a Tweet’r Thrower
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 30 Evaluating the role of earned media Or are you a Facebook’r Builder
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 31 Evaluating the role of earned media Or are you a Like’r Mastermind
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 32 Evaluating the role of earned media Or are you a Fan’r Strategist
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 33 Evaluating the role of earned media Or are you a Pinterest’r Player
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 34 Evaluating the role of earned media Let’s change the conversation and our focus away from this!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 35 The Media Eco-system Holistic review of your brand and your competitors, agnostic of individual marketing vehicles (e.g., search, social, mobile) PAID MEDIA Channels a brand, pays to leverage OWNED MEDIA Channels a brand, owns and SHARED MEDIA controls Conversation between brand & EARNED MEDIA consumers as the Organic coverage of channel a brand across channels
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 36 Earned Media Broken Down Reputation Management What the crowd says you are! Ranking, ‘Buzz- worthiness’, Klout, Sentiment Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 37 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, Conten worthiness’, Klout, Sentiment t, Promotions Earned Media
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 38 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Coverage What influencers say you are! Wiki, Blog coverage, Publishers, Newswo rthiness
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 39 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 40 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, worthiness’, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 41 Earned media helps organizations influence the big picture
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 42 Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 43 Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 44 Earned media helps organizations influence the big picture How do we increase leads How do we test, streamline, and online transactions in measure and optimize the an increasingly competitive conversion funnel for our marketplace? target audiences? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 45 Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 46 Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we develop key performance indicators and predictive models? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 47 Earned media helps organizations develop a recruitment strategy Fact: 95% of wall posts are not answered by brands (All Facebook)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 48 Earned media helps organizations evolve their brand Fact: Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (Boston.com)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 49 Earned media helps organizations identify new audiences and touch points Fact: What makes people re- tweet? 92% say it’s interesting content! 84% say humor. (WhiteFireSEO)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 50 Earned media helps organizations support a transmedia campaign Rank-driven Content & Tablet Apps Popularize Blog Sites Mobile 3rd Party Improved Organic Social Equity Search Event Promotions Fact: Among college students and young professionals, 24% experience 3 to 5 interruptions in a given hours, while 84% get interrupted at least once Improved Sharing while trying to complete a project. (GigaOm)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 51 Earned Media helps organizations measure and optimize conversion and transactions Fact: Auto-posting to Facebook decreases likes and comments by 70% (Inside Facebook) Fact: Tweets last 67x longer with brands with higher klout scores (Mashable)
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 52 Earned media helps organizations leverage the power of the influencers Fact: Nearly every large charity is on Facebook but only 60% of the Fortune 500 are!
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 53 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 54 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 55 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, E On-Site, Seeking Or awakening Influencer identification xperience, C Examination Disgruntled & of needs Opinion ommunity of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 56 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced With earned media, we aim to reverse that flow of influence in the other direction
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 57 EMG’s Approach to Media Planning
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 58 Earned Media Strategic Insights Analysis Model
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 59 Approaching Brand Alignment Brand Identity Brand Identity Insights Insights Communication Communication Does it all align? We say, “We are committed to wellness and health” They perceive, “You are committed to wellness and health”
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 60 RECOMMENDATION! Going Beyond the Demographic to Audience Profile • Live user data and analytics • Accounts for life experience and interests • Determines likes, neutral and dislikes • Looks at unique cultural differences and preference • Explores real-world influencers and responses
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 61 EMG Discovery Tactics Profiling by Experiences Tactic: “Day in the life” Tactic: Documentation of Tactic: Student Lifecycle storyboards and creative Target Audience Diagram and Workflows mood boards Lifestyles & Experiences 4%
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 62 EMG Discovery Tactics Profiling by Engagement Behaviors Tactic: Monitoring Tactic: Identifying Earned Tactic: Analyzing Key Where, When, Why, and Media Consumption Performance Indicators How They Engage and Task Completions 4%
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 63 EMG Discovery Tactics Profiling by Interests & Content Consumption Tactic: What types of Tactic: What topics are Tactic: What keywords content formats do they they drawn to? and nomenclature are consume? Video? they using to search? Featurettes? Blogs? 4%
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 64 EMG Discovery Tactics Profiling by Medium & Technology Usage Tactic: Understanding Tactic: Understanding Tactic: Understand Mobile Access & Usage work vs. home access to broadband accessibility and touch usage and touch points points 4%
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 65 EMG Discovery Tactics Profiling by Online Social / Community Behaviors Tactic: Crowdsourcing & Tactic: Identifying Tactic: Assessing Social Listening indirect relationships and conversations and influencers sentiment 4%
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 66 Things to think about! • Explore brand misalignment first! • Benchmark and experiment • Diagnose the Funnel – pinpoint the areas of need/risk/opportunity • Reputation Intel/Measurement (or lack thereof) • Explore search (SEO/SEM) and paid and its impact (or lack there of) • Identify Rogues! Identify Partners! Encourage the early adopters! • Determine if the plan feasible? Measurable? • Identify the naysayers and devil’s advocates? Make them stakeholders
Why Earned Media Overpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 67 Thank you for your time! Damien S. Navarro Managing Partner, EMG dnavarro@visitemg.com

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Webinar: Why Earned Media Overpowers Social Media in Student Recruitment

  • 1.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 1 Why Earned Media Overpowers Social Media In Student Recruitment : Webinar #EMGwebinar 6.5.2012 Presented by: Damien S. Navarro @damiennavarro Visitemg.com @EMGtheagency
  • 2.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 2 About EMG • Adaptive marketing agency • Located in Culver City, CA • Established in 1999 • Clients Include: EXPERIENCE PERFORMANCE RELATIONSHIPS TECHNOLOGY STRATEGY Personalization, En Campaigns, Awareness, Influ Development, Research, Plann gagement & Testing & ence & Social Customization ing & Analysis Entertainment Intelligence Marketing & Integration
  • 3.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 3 Presenter Introduction • Background in cross-channel marketing, online advertising, enterprise technology, social media, brand awareness and all things digital • Focused on helping clients to think strategically and to maximize internal and external resources • SME in technology innovations and marketing, and behavioral marketing trends • Experienced industry thought leader, public speaker and author • Highly respected executive in the field on interactive marketing for his vision of the future of integrated marketing, advertising and communications • Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment
  • 4.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 4 Welcome! About EMG Webinars • Short Q&A session will occur at end of presentation • Webinar presentation will be recorded • Links to be sent to attendees Presentation posted to EMG Knowledge Center
  • 5.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 5 EMG helps organizations of all types and sizes Active Clients
  • 6.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 6 Exploring Earned Media
  • 7.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 7 Quick Survey • How many of you currently use the term “earned media” regularly?
  • 8.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 8 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media?
  • 9.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 9 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room?
  • 10.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 10 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room? • Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)?
  • 11.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 11 Quick Survey • How many of you currently use the term “earned media” regularly? • How many of you believe it’s the same as social media? • Who is responsible for their social media channels in this room? • Who is ready to strangle someone the next time they hear they MUST HAVE twitter, Facebook,___________ (Fill in the blank)? The Truth: All social media IS earned media, but not all earned media is social media.
  • 12.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 12 How do we plan a vacation?
  • 13.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 13 How do we? Pick a Restaurant? Fact: A 2011 study by the National Restaurant Association confirms that consumers who use social media including apps, Twitter, Facebook, Foursquare, U rban Spoon not only dine out more but are more likely to become return customers. (ReadWriteWeb)
  • 14.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 14 How do we? Pick a Restaurant? Pick a Movie?
  • 15.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 15 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
  • 16.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 16 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
  • 17.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 17 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? My Mom Katie
  • 18.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 18 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? She wishes! My Mom Katie
  • 19.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 19 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
  • 20.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 20 How do we? Pick a Restaurant? Pick a Movie? Pick a Medical Provider? Select You?
  • 21.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 21 2012 Most Interesting Earned Media Facts 1. 80 percent of companies use social media for recruitment. (source) 2. More than 48MM have watched the VW Darth Vader Kid ad on YouTube. (source) 3. Ford Explorer launch on Facebook was more effective than a Super Bowl ad. (source) 4. 69 percent of parents are “friends” with their children on social media. (source) 5. Groupon will reach $1 billion in sales faster than any company in history. (source) 6. 25% of search results for the world’s top 20 brands are links to UGC. (source) 7. 34% of bloggers post opinions about products and brands. (source) 8. 90 percent of consumers trust peer recommendations. (source)
  • 22.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 22 2012 Facts The #RLTM Scoreboard: Social Networking Stats for the Week •Facebook: over 845 million users via Facebook •Twitter: over 200 million users via AllTwitter •Renren: over 170 million users via iResearch iUser Tracker •Qzone: 500 million active users via China Internet Watch •Sina Weibo: over 250 million users via Forbes •LinkedIn: 135 million members via LinkedIn •Groupon: 115 million subscribers via Reuters • Google Plus: over 90 million users via Larry Page •Tumblr: 42 million blogs via Tumblr •Posterous: 3.9 million members via SF Gate •Pinterest 7.5 million monthly uniques via TechCrunch •Foursquare: 15 million users via Mashable •Instagram 15 million users via The Next Web
  • 23.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 23 Evaluating the role of earned media Influencer? Are you a
  • 24.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 24 Evaluating the role of earned media Thought Leader? Are you a
  • 25.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 25 Evaluating the role of earned media Storyteller? Are you a
  • 26.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 26 Evaluating the role of earned media Publisher? Are you a
  • 27.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 27 Evaluating the role of earned media Connector? Are you a
  • 28.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 28 Evaluating the role of earned media Problem Solver? Are you a
  • 29.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 29 Evaluating the role of earned media Or are you a Tweet’r Thrower
  • 30.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 30 Evaluating the role of earned media Or are you a Facebook’r Builder
  • 31.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 31 Evaluating the role of earned media Or are you a Like’r Mastermind
  • 32.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 32 Evaluating the role of earned media Or are you a Fan’r Strategist
  • 33.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 33 Evaluating the role of earned media Or are you a Pinterest’r Player
  • 34.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 34 Evaluating the role of earned media Let’s change the conversation and our focus away from this!
  • 35.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 35 The Media Eco-system Holistic review of your brand and your competitors, agnostic of individual marketing vehicles (e.g., search, social, mobile) PAID MEDIA Channels a brand, pays to leverage OWNED MEDIA Channels a brand, owns and SHARED MEDIA controls Conversation between brand & EARNED MEDIA consumers as the Organic coverage of channel a brand across channels
  • 36.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 36 Earned Media Broken Down Reputation Management What the crowd says you are! Ranking, ‘Buzz- worthiness’, Klout, Sentiment Earned Media
  • 37.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 37 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, Conten worthiness’, Klout, Sentiment t, Promotions Earned Media
  • 38.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 38 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Coverage What influencers say you are! Wiki, Blog coverage, Publishers, Newswo rthiness
  • 39.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 39 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz-worthiness’, Alignment, Outreach, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
  • 40.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 40 Earned Media Broken Down Reputation Social Media Management Engagement What the crowd says you are! What you say you are! Ranking, ‘Buzz- Alignment, Outreach, worthiness’, Klout, Sentiment Content, Promotions Earned Media 3rd Party Technology & Coverage Channels What influencers say you are! Where you are? Wiki, Blog coverage, Actual tools, Control, Publishers, Newsworthiness Analytics, Action, Security
  • 41.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 41 Earned media helps organizations influence the big picture
  • 42.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 42 Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace?
  • 43.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 43 Earned media helps organizations influence the big picture How do we increase leads and online transactions in an increasingly competitive marketplace? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
  • 44.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 44 Earned media helps organizations influence the big picture How do we increase leads How do we test, streamline, and online transactions in measure and optimize the an increasingly competitive conversion funnel for our marketplace? target audiences? How do we identify influencers and leverage the crowd to increase brand equity and “fans”?
  • 45.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 45 Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
  • 46.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 46 Earned media helps organizations influence the big picture How do we increase leads How do we and online transactions in test, streamline, measure an increasingly competitive and optimize the conversion marketplace? funnel for our target audiences? How do we develop key performance indicators and predictive models? How do we identify How does our media plan influencers and leverage the reflect our primary personas crowd to increase brand and market? equity and “fans”?
  • 47.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 47 Earned media helps organizations develop a recruitment strategy Fact: 95% of wall posts are not answered by brands (All Facebook)
  • 48.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 48 Earned media helps organizations evolve their brand Fact: Johns Hopkins, Facebook’s birthplace Harvard, and Notre Dame are the top schools for social media. (Boston.com)
  • 49.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 49 Earned media helps organizations identify new audiences and touch points Fact: What makes people re- tweet? 92% say it’s interesting content! 84% say humor. (WhiteFireSEO)
  • 50.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 50 Earned media helps organizations support a transmedia campaign Rank-driven Content & Tablet Apps Popularize Blog Sites Mobile 3rd Party Improved Organic Social Equity Search Event Promotions Fact: Among college students and young professionals, 24% experience 3 to 5 interruptions in a given hours, while 84% get interrupted at least once Improved Sharing while trying to complete a project. (GigaOm)
  • 51.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 51 Earned Media helps organizations measure and optimize conversion and transactions Fact: Auto-posting to Facebook decreases likes and comments by 70% (Inside Facebook) Fact: Tweets last 67x longer with brands with higher klout scores (Mashable)
  • 52.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 52 Earned media helps organizations leverage the power of the influencers Fact: Nearly every large charity is on Facebook but only 60% of the Fortune 500 are!
  • 53.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 53 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
  • 54.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 54 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
  • 55.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 55 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, E On-Site, Seeking Or awakening Influencer identification xperience, C Examination Disgruntled & of needs Opinion ommunity of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced Traditionally, the flow of marketing / brand influence is from organization to student
  • 56.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 56 The Student Life Cycle Broken Down Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Phase 6 Phase 7 Phase 8 Initiator or Introduction Research Self Assessed Deeper Q & A, Final Decision, Fan & Loyalty follower to idea & and self + Brand Search Research, On-Site, Seeking Or awakening Influencer identification Experience, Examination Disgruntled & of needs Opinion Community of sentiment Cost, Payment Disengaged & reputation Apply / Enroll / Alumni / Opportunity Target Search Lead Qualif. Lead Conversion Yield Retention Vulnerable and Emotional Educated and Influenced With earned media, we aim to reverse that flow of influence in the other direction
  • 57.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 57 EMG’s Approach to Media Planning
  • 58.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 58 Earned Media Strategic Insights Analysis Model
  • 59.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 59 Approaching Brand Alignment Brand Identity Brand Identity Insights Insights Communication Communication Does it all align? We say, “We are committed to wellness and health” They perceive, “You are committed to wellness and health”
  • 60.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 60 RECOMMENDATION! Going Beyond the Demographic to Audience Profile • Live user data and analytics • Accounts for life experience and interests • Determines likes, neutral and dislikes • Looks at unique cultural differences and preference • Explores real-world influencers and responses
  • 61.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 61 EMG Discovery Tactics Profiling by Experiences Tactic: “Day in the life” Tactic: Documentation of Tactic: Student Lifecycle storyboards and creative Target Audience Diagram and Workflows mood boards Lifestyles & Experiences 4%
  • 62.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 62 EMG Discovery Tactics Profiling by Engagement Behaviors Tactic: Monitoring Tactic: Identifying Earned Tactic: Analyzing Key Where, When, Why, and Media Consumption Performance Indicators How They Engage and Task Completions 4%
  • 63.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 63 EMG Discovery Tactics Profiling by Interests & Content Consumption Tactic: What types of Tactic: What topics are Tactic: What keywords content formats do they they drawn to? and nomenclature are consume? Video? they using to search? Featurettes? Blogs? 4%
  • 64.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 64 EMG Discovery Tactics Profiling by Medium & Technology Usage Tactic: Understanding Tactic: Understanding Tactic: Understand Mobile Access & Usage work vs. home access to broadband accessibility and touch usage and touch points points 4%
  • 65.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 65 EMG Discovery Tactics Profiling by Online Social / Community Behaviors Tactic: Crowdsourcing & Tactic: Identifying Tactic: Assessing Social Listening indirect relationships and conversations and influencers sentiment 4%
  • 66.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 66 Things to think about! • Explore brand misalignment first! • Benchmark and experiment • Diagnose the Funnel – pinpoint the areas of need/risk/opportunity • Reputation Intel/Measurement (or lack thereof) • Explore search (SEO/SEM) and paid and its impact (or lack there of) • Identify Rogues! Identify Partners! Encourage the early adopters! • Determine if the plan feasible? Measurable? • Identify the naysayers and devil’s advocates? Make them stakeholders
  • 67.
    Why Earned MediaOverpowers Social Media in Student Recruitment Webinar 6.5.2012| Slide 67 Thank you for your time! Damien S. Navarro Managing Partner, EMG dnavarro@visitemg.com

Editor's Notes

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  • #48 American Sentinel University is an accredited online institution founded as a Vanderbilt University Technology Company in 2006 by nationally recognized academic and business leaders in 2006. American Sentinel realized it needed to increase and drive more qualified leads to its site and focus on growing the volume of its social media connections and engagement and partnered with EMG to perform a needs analysis and create a strategic recommendation for how best to connect with their intended audiences using social media.
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