Integ ating Social Media Integ ating Social Media Integrating Social Media Integrating Social Media and “old school” and “old school”

RecruitmentRecruitmentGil RogersGil Rogers

University of New Haven

UNH as a Case StudyU as a Cas S udyIntegrating the web in to your communication planEffective recruitment tacticsQ&A

OverviewOverviewOverviewOverview

Currently serving as Associate Director of Admissions and Enrollment Technology at the University of New Haven◦ Developed and implemented electronic and print Developed and implemented electronic and print

communication plan at UNH in place since 2007Served 2 years as Admissions Counselor for the University of Hartfordthe University of HartfordPresented at ACT, NACAC, NEACAC, and Hobsons Conferences on topics including

i l di d b l i i t/ b social media and balancing print/web communication

My BackgroundMy BackgroundMy BackgroundMy Background

Full-Time Enrollment of approximately 2,3002,300Applications for admission = approx 3 600approx. 3,600Acceptance rate = Approximately 65%Incoming class = 930

UNH as a Case Study (2007)UNH as a Case Study (2007)UNH as a Case Study (2007)UNH as a Case Study (2007)

Full-Time Enrollment of 3 700 full time 3,700 full-time undergraduate studentsExceeded 10,000 ,application benchmark before February, 2011Increased incoming student GPA from 3 1 student GPA from 3.1 to 3.3Increased incoming SAT from 1030 to approximately 1070 CR/M

UNH as a Case Study (Today)UNH as a Case Study (Today)UNH as a Case Study (Today)UNH as a Case Study (Today)

How did we do it?How did we do it?

Added emphasis on personal follow-up using combination of “old school” and “new school” tactics◦ Added focus on interpersonal communicationAdded focus on interpersonal communication◦ Personalized note cards and follow-up phone calls

by admissions counselors◦ Automated e-mail follow-up after interactionsAutomated e mail follow up after interactionsSupplementing “traditional” recruitment methods with new technologies

Electronic outreach that compliments traditional ◦ Electronic outreach that compliments traditional outreach

Focus on Relationships, Not the Focus on Relationships, Not the MediumMediumMediumMedium

Pre 2007 Post 2007Pre-2007 Post-2007

1 Viewbook • Hobsons EMT e-brochures for all programs

1 Printed Catalog1 “Search Poster”Invitations to open

p g• Redesigned viewbook

nearly doubled in size• Individual college

viewbooksInvitations to open houses and other campus visits

viewbooks• Digitized catalog• Customized flyers for top

majors/programs• Parent communication • Parent communication

plan• Social media presence

Volume of Print PublicationsVolume of Print PublicationsVolume of Print PublicationsVolume of Print Publications

Traditional Methods Web SupplementsTraditional Methods Web Supplements

Scheduled more High School Visits and

• Online chats with HobsonsEMT and virtual college School Visits and

participated in more College Fairs

gfairs with CollegeWeekLive

• Scheduled first ever “virtual open houses” with

Increased the number of campus visits offered

pCollegeWeekLive. Also launched an interactive virtual campus tour

Increased phone call personal note follow up

• Increased emphasis on sponsorships on Collegeview.com and CollegeConfidential.com

Building the web into our strategyBuilding the web into our strategyBuilding the web into our strategyBuilding the web into our strategy

Traditional Methods Web SupplementsTraditional Methods Web Supplements

Increased availability of i t d t i l

• Created “virtual” versions of popular publications printed materials

Increased volume of e-

of popular publications like our viewbook and parent’s guide

• Encouraged students to connect with us on

mail campaigns

Increased yield with

connect with us on popular social networking sites

• Launched private social network called Increased yield with

more accepted student events and programs

network called “MyUNHSpace” for admitted students

Building the web into our strategyBuilding the web into our strategyBuilding the web into our strategyBuilding the web into our strategy

Digitized ContentDigitized Content

www newhaven edu/peekwww.newhaven.edu/peek

Digitized Content for ParentsDigitized Content for Parents“Parent’s Guide to College and Financial Aid Planning” produced with HobsonsIMSDigitized Content for ParentsDigitized Content for Parents

Digitized and available electronically at www.newhaven.edu/chargerconnection

Personalized “EPersonalized “E--Brochure”Brochure”

Over 100 variable pages for each major/program major/program offered by UNHVariable pages for Variable pages for the college and major the student jis interested in

Interactive Virtual Campus TourInteractive Virtual Campus TourInteractive Virtual Campus TourInteractive Virtual Campus Tour

Virtual “Walking Tour”Virtual “Walking Tour”Virtual Walking TourVirtual Walking Tour

360 Degree Panoramic Photos360 Degree Panoramic Photos360 Degree Panoramic Photos360 Degree Panoramic Photos

Facebook IntegrationFacebook IntegrationFacebook IntegrationFacebook Integration

Most visitors come outside of our os s o s o ou s d o ou“primary” regional marketThe average site visitor spends over 5 minutes on the siteDeposit Yield of students who inquire th h “Y C 360” i t t through our “YourCampus360” interest page is 33%

Usage StatisticsUsage StatisticsUsage StatisticsUsage Statistics

YourCampus360 AnalyticsYourCampus360 AnalyticsYourCampus360 AnalyticsYourCampus360 Analytics

Virtual Tours Go MobileVirtual Tours Go Mobile

“iTourUNH” App launched in early June 2010June 2010Over 100 downloads within 1 weekGPS Technology enables

li d personalized campus tours

The AssumptionThe AssumptionSocial Media is going to change EVERYTHING … Social Media is going to change EVERYTHING …

Students will begin to look for all of their S ud s b g o oo o a oinformation about colleges on Facebook/MySpace/Twitter/Blogs/etc.University websites will become obsoleteAs a university it is critical for us to have t k ibl t a presence on every network possible to

control our message

The AssumptionThe AssumptionThe AssumptionThe Assumption

The RealityThe RealitySocial media has not changed everything.Social media has not changed everything.

On a scale of 1-5, College websites are far O a s a o 5, Co g bs s a aand away the most used source of information by students performing their college search (4.02)Blogs, Facebook, and Twitter are ranked l t (1 58 d b l )lowest (1.58 and below)

The NumbersThe NumbersThe NumbersThe Numbers© 2011 Royall & CompanyKey Influences on 2011

Your university web page is as relevant as ever◦ Information on your website must be engaging,

interesting, and up-to-dateThe timeliness of communication is key◦ Balancing print and web communication is important◦ Specific information as a follow-upStudents don’t use social media to research

ll h h l k h f lcolleges … They use it to help make their final college decisions◦ The more engaged a student is in the process, the more

th t t k i l di ff t i lprone they are to take your social media efforts seriously

The RealityThe RealityThe RealityThe Reality

Using Virtual Events to Using Virtual Events to Engage Students Throughout Engage Students Throughout Engage Students Throughout Engage Students Throughout

the Processthe ProcessThe art is knowing when to use itThe art is knowing when to use it

Hosting Online EventsHosting Online EventsOnline Events Supplement Online Events Supplement “Terrestrial” Campus Events◦◦ Online Chats◦ WebinarsPositioned as a chance to Positioned as a chance to “Visit without visiting” to maximize prospective t d t t student engagement

opportunities

Standardized Virtual Open Standardized Test Prep

pHouse for Seniors

Text Chats

Spring College Fairs

Fall College Fairs

Paying for College

Virtual Open Yield Open Virtual Open House for Juniors

Text ChatsYield Open House for Admits

Online Events Mirror the Online Events Mirror the Recruitment CycleRecruitment CycleRecruitment CycleRecruitment Cycle

A schedule on your website is not enoughy gUse banners on visit opportunity pages on your websiteS d l il tifi ti d ti l Send early e-mail notifications and timely remindersProduce a flyer with dates of events and Produce a flyer with dates of events and distribute at “traditional” recruitment programsP t d t d i t ti li k t FB Post dates and registration links to FB, Twitter, and Blogs

Promoting Online EventsPromoting Online EventsPromoting Online EventsPromoting Online Events

Chats range from 80-100 studentsgWebinar registrations regularly exceed over 100 students

Particularly on special topics like financial aid ◦ Particularly on special topics like financial aid planning

Program-specific chats act as an additional “touch point” for our inquiry pool◦ International Day◦ International Day◦ ROTC Day

Online Event ResultsOnline Event ResultsOnline Event ResultsOnline Event Results

Effective Social Networking Effective Social Networking Techniques and Measurement Techniques and Measurement Techniques and Measurement Techniques and Measurement

ToolsTools

Private Social NetworkPrivate Social NetworkPrivate Social NetworkPrivate Social Network

Dynamic LogDynamic Log--In ScreenIn ScreenDynamic LogDynamic Log In ScreenIn Screen

Roommate Finder FeatureRoommate Finder FeatureRoommate Finder FeatureRoommate Finder Feature

Discussion BoardsDiscussion BoardsDiscussion BoardsDiscussion Boards

MyUNHSpaceMyUNHSpace AnalyticsAnalyticsMyUNHSpaceMyUNHSpace AnalyticsAnalytics

MyUNHSpaceMyUNHSpace Goes MobileGoes Mobile“ ” l bl f“MyUNH” App available for iPhone and AndroidLinks to campus news and psports scores“Checklists” for incoming studentsLinks to MyUNHSpaceDiscussion Boards and GroupsGroupsOver 1,000 installs in 6 months

FacebookFacebook Page EssentialsPage EssentialsFacebookFacebook Page EssentialsPage Essentials

Facebook is not a good “outreach” tool. It a boo s o a good ou a oois a good “engagement” toolThe best results come from messages aimed at students with an expressed and deep interest in your university (i.e.

li t d it d ll d t d t )applicants, admits, and enrolled students)

Timing is EverythingTiming is EverythingTiming is EverythingTiming is Everything

Measuring your ResultsMeasuring your ResultsMeasuring your ResultsMeasuring your Results

Student Blogs are not Student Blogs are not Student Blogs are not Student Blogs are not deaddead

Since re-launch in January on S au a ua y oWordPress.com platform the average length of visit is nearly 3 minutesTop referral sites include our private social network and Facebook profileN l tf ll f i t ti f New platform allows for integration of blogs in to other social media platforms

Charger Blog StatsCharger Blog StatsCharger Blog StatsCharger Blog Stats

HootSuite.comHootSuite.comHootSuite.comHootSuite.com

Allows for seamless integration across o s o s a ss g a o a osssocial media networksStream your student blogs to Facebookand Twitter to maximize readershipIntegration of analytics services for a “one t h ” f i ROIstop shop” for measuring ROI

Easily monitor “mentions” of your university across multiple social media university across multiple social media platforms

Benefits of HootSuite.comBenefits of HootSuite.comBenefits of HootSuite.comBenefits of HootSuite.com

HootSuite.com’s basic membership oo Su o s bas b s pservices are limitedAdditional users come at an additional fee

Downsides of HootSuite.comDownsides of HootSuite.comDownsides of HootSuite.comDownsides of HootSuite.com

Social Media is not the silver bulletSo a d a s o s buSocial Media works best as a compliment to a balanced recruitment planMeasuring your results can be challenging but is critical to success

Closing ThoughtsClosing ThoughtsClosing ThoughtsClosing Thoughts

Q&A TimeYou can also contact me directly:•phone – 203-932-7416•e-mail – grogers@newhaven.edu• twitter - @gilrogers• twitter - @gilrogers•LinkedIn - http://www.linkedin.com/in/gilrogers