Post on 20-Mar-2017
#LinkedInEDU
WHAT’S NEW
LINKEDINFOR HIGHER ED
with
2
SPEAKERS
Ira AmilhussinSr. Marketing ManagerLinkedIn@iraa
Rob HumphreySr. Account Executive, EducationLinkedIn@linkedinrob
#LinkedInEDU
Today’s agenda
1) Breaking down silos with LinkedIn2) Getting the most out of the new University
Pages3) Creating content that performs4) Q&A
#LinkedInEDU
“The symptoms of a silo are easy to recognize:
Lack of cooperation,internal competition,
breakdown in communication.” - Marcel Cote
#LinkedInEDU
5
Silos in academia are natural
MARKETING ENGAGEMENTDEVELOPMENTADMISSIONS EDUCATION / FACULTY
IP / THOUGHT LEADERSHIP
CAREERSERVICES
PROSPECTS / APPLICANTS
QUALIFIEDINQUIRIES
APPLICATIONS TEACHING / TRANSCRIPTS
PUBLICATIONS /RESEARCH
PLACED HIRES
FUNDS RAISED
ALUMNIPARTICIPATION
STUDENTS ALUMNI
6
With LinkedIn, all aspects of the journey are unified
MARKETING
ENGAGEMENT
DEVELOPMENT
ADMISSIONS
EDUCATION /FACULTY
IP / THOUGHTLEADERSHIP
CAREERSERVICES
CAREERSERVICES
How is social media being used in business school admissions and career
services?
7
+80%from accredited business schools
25Respondents in
Canada
90Respondents in the
U.S.
Social media usage is very high
8
71% use social media
98% use social media
Admissions Career Services
9
Social media meets 2 important needs for
admissions
• Add another dimension to admissions – 60%
• Assess whether a candidate is a good fit – 40%
• Engage potential applicants in conversations – 90%
• Connect applicants with alumni or students – 55%
• Inform candidates about application process – 55%
Connectingwith applicants
Supplementing Admissions Info
#LinkedInEDU
10
http://lnkd.in/highered
Resources for .edu marketing and admissions
#LinkedInEDU
Social media meets 3 important needs for career
services
• Connect current students with alumni – 79%
• Find and connect with alumni to discuss their support for student careers – 63%
Facilitatealumni mentoring
• Help current students build a strong social media profile to support job search – 84%
• Provide information about campus career services to alumni – 65%
Student &Alumni support
• Research companies in a given sector – 67%
Careerresearch
11
#LinkedInEDU
12
Resources for .edu career serviceshttp://students.linkedin.com
5 Fresh Ideas for Breaking Down
Silos
#LinkedInEDU#LinkedInEDU
#1 Identify a common message to rally all departments around
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
What is your unique value proposition?3 critical questions
1. What is your school uniquely positioned to deliver?
2. Who are your customers and what matters most to them?
3. What proof or evidence is there to substantiate your value prop?
#LinkedInEDU
15
#LinkedInEDU#LinkedInEDU
Emory Goizueta School’s Hashtag Strategy
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#2 Create a culture of content
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
You don’t have to go it alone
Faculty
Public Relations
Career Services
Freelance Writers
Agencies
#LinkedInEDU18
19
Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel
Brand MessagingThought Leadership
Awareness
(Ungated)Discovery
Selection(Gated)
Registration, Download Information, Meet with an Enrollment Counselor
Rankings, News, Career Advice, Courses/Degrees
Program Value, Student Testimonials, Blog Content
Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials
Bottom FunnelLead FocusedDirect Messaging #LinkedInEDU
#LinkedInEDU#LinkedInEDU
Share each other’s content
LinkedIn Elevate
Make it easy for employees to share quality, company-relevant content
Empowering employees to become social professionals
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#3 Connect alumni to prospects and applicants
#LinkedInEDU
#LinkedInEDU#LinkedInEDU#LinkedInEDU
Source: Target 2017
#LinkedInEDU#LinkedInEDU
Alumni Tool
#LinkedInEDU#LinkedInEDU
#4 Utilize your career services team as a marketing asset
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
Offer professional developmentInspire your audience
25
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#5 Enlist university leaders to be the face of your school
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
Today’s top leaders are social leaders
#LinkedInEDU#LinkedInEDU
Benefits for universities with social leaders
Efficiently connect with the people that matter
Show that your institution is innovative
Offer an authentic, human face to your institution
Be a voice of your industry and build thought leadership
Build relationships with key stakeholders
1
2
3
4
5
#LinkedInEDU#LinkedInEDU
lnkd.in/EDUexecplaybook
5 fresh ideas for breaking down silos
1. Identify a common message to rally all departments around
2. Create a culture of content
3. Connect alumni to prospects and applicants
4. Utilize your career services team as a marketing asset
5. Enlist university leaders to be the face of your schools
#LinkedInEDU30
Getting the most out of University Pages
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
http://lnkd.in/desktopNew LinkedIn Desktop Redesign
#LinkedInEDU#LinkedInEDU
Simplify your brand experience…
+
University Page Company Page
#LinkedInEDU
#LinkedInEDU#LinkedInEDU
Into a new, unified university experience
#LinkedInEDU
Ability to sponsor updates from University Page
Followers combined into one group
New admin analytics
Same Alumni Tool, Groups, and Showcase Pages functionality
#LinkedInEDU#LinkedInEDU
How do I get started?
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
#LinkedInEDU#LinkedInEDU
Clean up your University Page admins and create a social media champion1
Divide and conquer between teams2
Establish your presence – design, descriptions, SEO3
4 Engage followers with helpful, informative content
5 Best Practices for University Pages
#LinkedInEDU
5 Sponsor content to expand reach beyond your followers
The Alumni Tool
#LinkedInEDU
Creating content that performs
Generate an emotional response
#LinkedInEDU
Got a rivalry?
#LinkedInEDU
Success stories
#LinkedInEDU
Success stories
#LinkedInEDU
Success stories
#LinkedInEDU
Level up your video game
#LinkedInEDU
Podcasts can rock, especially if episodic
#LinkedInEDU
#LinkedInEDU
Start with you!
#LinkedInEDU
Questions?
#LinkedInEDU
Thank you!
#LinkedInEDU