MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build...

Online Social Communities: How to build relationships with students (and Parents) 7.12.13

Get Social! Hashtag: #actepc – Mention @msoe_admissions @7summitsagency @actepc

Social Media is Disrupting Business


Speaker: Dana Grennier, MSOE

Director of Digital Marketing

Email: [email protected]

LinkedIn: linkedin.com/in/danagrennier

Twitter: @danagrennier

Web: admissions.msoe.edu

mailto:[email protected]

http://www.linkedin.com/in/danagrennier

https://twitter.com/DanaGrennier

http://admissions.msoe.edu


Speaker: James Davidson, 7Summits

Vice President Digital Strategy

Email: [email protected]

LinkedIn: linkedin.com/in/jamesdavidson79

Twitter: @Jdavidson

Web: 7summitsagency.com

mailto:[email protected]

http://www.linkedin.com/in/jamesdavidson79

https://twitter.com/jdavidson

http://www.7summitsagency.com

agenda

• Before Bridge (Context) • The Media Shift • Building Bridge • Business Value Delivered • What’s Next • Getting Started

• The Media Shift • Before Bridge • Building Bridge • Business Value Delivered • What’s Next • Getting Started

The Media Shift


Key Trends and Concepts

• Social media is the default state and media for Millennials1

• They rely on user generated content for major life and financial decisions1

• Millennials share good and bad information freely (living life out loud) 1

• They place a high value on reputation derived from social media 1

• Millennials absorb and manage information differently than other generations1

• Universities that create their own open communities have a much greater degree of credibility with Millennials 2

• Social business enablement in higher education demonstrates an immediate, measurable impact on engagement and reputation 2

Sources: 1Bazaarvoice. 2 Onlinecolleges.net

source: http://www.bazaarvoice.com/files/whitepapers/BV_whitepaper_millenials.pdf

http://www.onlinecolleges.net/2012/08/09/social-media-and-college-admissions/


Social Media represents the biggest shift > in a generation

information hoarding

management

email

databases

baby boomers

user interfaces

shotgun marketing

thought leadership

engagement

collaboration

community

millennials

user experience

personalization

vs

vs

vs

vs

vs

vs

vs


People Behave Socially

MSOE Admissions Opportunity?

Facebook LinkedIn

Personally Social

Professionally Social

Academically Social

Student lifecycle continuum

Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni


Popular Examples include:

• Apple Support Forums

• Yahoo Answers

• WebMD Communities

Popular Examples include:

• Facebook

• LinkedIn

• Twitter

Online Community 101 Social Network vs. Online Community

Social Network Online Community

The primary purpose of social networks & online communities is different

Business Objectives

P Primary Purpose Relationships


What is a Online Community?

An interactive, often gated website or part of a website that is typically owned by an organization. It leverages social software technologies (blogs, forums, groups, etc.) to enable interaction between people on topics of mutual interest.

What it is NOT? - Customer service website - E-commerce site - General use of social media tools (e.g. twitter, Facebook)


Online Community 101 Social Network vs. Online Community

Social Network Online Community

Relationships connect members Interests connect members

Highest contributors not recognized Highest contributors recognized (badges/brand advocates)

All User Generated Content (UGC) Controlled content: Blogs, articles, industry updates, images, infographics etc.

Visual image/video driven Content driven

Conversation within threads, posts, streams Discussion forums

Profile info: User Generated Content (UGC) Profile info: Business determines member registration info based on community objectives

People have one overall social network People can belong to multiple communities based on different interests

Brands cannot collect fan contact info Business collects member contact info (email etc.)

Before Bridge


Proliferation of Digital Destinations

MSOE.edu

Visit MSOE

Admissions

Blogs

Micro Sites

Facebook

Twitter

Student Portals

Virtual Tour

Research LinkedIn

Athletics

Groups


Number and Complexity of Systems

High School Students

• I'm Confused! • What do you expect me to do? • Stop calling me!!! • When do I need to pay? • Can I talk to someone like me? • What's life like in Milwaukee? • What project work can I do?

Admission Counselors

• I thought you liked our college.

• You need to fill out your application.

• You are never around when I call.

• Didn't you read my letter?

• You should visit campus.

• The city is great! You should visit campus.

• Tons. Come and visit campus!!!!

There was a desire for communication but we were not communicating in each other's chosen media. We were disconnected and, worst of all we didn't understand WHY.

Student Needs Misunderstood

?


Parents Needs Misunderstood The “helicopter parents” were turning into Velcro parents. We communicated

the same information over and over again.

Parents

• Will my child fit in? • How much does this cost? • Is Milwaukee safe? • My bird is leaving the nest... • What is the placement rate and starting

salary of an MSOE grad?

Admission Counselors

• Best way to find out is to visit. • Here is the weblink. • Yes, why don't you visit? • May I speak with him/her? • We have great starting salary and

placement rate data for our grads.

?


Communications Misaligned

High School Students

E-mail Print Phone Social Media Mobile

Communication Channels

MSOE Admissions


3rd Level

2nd Level

1st Level

MSOE.edu Home

4th Admissions

Admissions was too many levels removed

Building Bridge


Strategy - “What’s Most Important”


Consider School

Research School Options

Inquiry

Application

Acceptance

1st deposit

2nd Deposit

Enrolled/ Matriculated

Active Student

Seek & Find Employment

Graduate

Alumni

Awareness / Reputation

(“unidentified prospects”)

Relevancy (“named prospects”)

Engage / Retain

Thinking about being a student

Which school should I go to?

I should consider MSOE

Where do I stand? Is it right for me?

I can go – but is it my best option?

I’m considering

I’m intending to go

I’m there

I’m staying

I’m Preparing for my Career

I’m Starting my Career

I’m Sharing My Success Story

Stud

ent L

ifecy

cle

Focus Areas: Drive Impact Across Student Life Cycle

Our Focus with Bridge


MSOE Admissions Opportunity

Admissions Website

Admissions Community

Evolution Revolution

Admissions Website

OR Social Media

+


Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU

http://youtube.com/v/ANJ4ZjuEUhU

https://www.youtube.com/watch?v=ANJ4ZjuEUhU

https://www.youtube.com/watch?v=ANJ4ZjuEUhU


1. Dedicated Admission Website

• Young, fresh feel

• Ability to find what you are looking for quickly

• Ability to appear more social from the first impression


2. Open Forums and Discussions

• Questions can be asked any time

• Answers can be provided by anyone

• Find out what others are interested in

• Confirm deeper fit through real insights


3. Integrated Application Form

• Register, sign in and apply with Facebook

• LinkedIn style completeness gauge drove more application form submits

• Application integrated with back office ERP improved analytics (Jenzabar)

• Allowed admissions counselors to see who started the application but did not submit

• Streamlined internal processes


4. Profile and Progress Tracker

• Students and parents can see what the next steps are in the admission process

• Private area to communicate with admission counselor

• To Do list available and updated due to data integration

• Badges earned as they move through the process

• Streamlined Notifcations


5. Mobile Accessibly

• Able to interact with community on the go

• Find things quick and easily

• Show off to your friends and family

• Share your acceptance to MSOE with your social networks = Word of Mouth Marketing!


What’s worked for us

• Website promotion

• Event promotion

• Marketing integration

• Email and social media announcements

Bridge provides an integrated channel for MSOE to interact with our prospects, students and faculty with each other

Social Media

Face to Face Phone Web Bridge

Community

Communication Channels

Conversations & Information

Business Value Delivered


Business Value & Results

SOURCE: Jive customer survey, (November 2012)

30% Admissions team productivity

Admission counselors spent less time chasing the student and more time interacting with them increasing productivity 30%.

Deposit Melt Overall accepted student summer melt decreased by 5% over the last three years.

5%

Electrical engineering saw almost double enrollment 2X Enrollment Numbers

Outbound Call volume

Admission counselors reduced volume by 66% freeing up time to interact with prospective students in community.

66%

Reached ‘13 application goal nine months early and acceptance goal five months early. 7000+ registered members and growing!

Application and acceptance goal

Application turnaround time

Admission counselors spent less time chasing documents down. We went from months to weeks!

Our retention rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!)

Accepted to Deposit

8%


And there’s more…

Deeper insight into MSOE fit per student, did affect stronger matriculation rate

Made admissions more accessible and convenient by reducing communication and operational friction in the process

Provided an experience people liked spending time with by getting to know what matters to them and serving those needs

Built MSOE brand preference by fostering relationships with prospective and enrolled students, faculty and alumni

Kept MSOE top of mind and relevant with more brand involvement and touch points

Multiple tiers of increasing involvement, gamification and "stickiness" creates smaller commitments that made larger commitment easier


So what did users think? “The MSOE Bridge is a unique program that I have just used for about a week and I have already grown to love it. It helps me to connect with college students and college staff/faculty. I am just a junior in high school and this Bridge program provides me with early college preparatory skills!” Gerald S, High School Student, Hawaii

"Bridge allows future and currents students to connect with one another as well as professors and administration. It is like MSOE’s very own Facebook! It is great for connecting with friends, holding group discussions, posting announcements and events, or simply posting about anything!" Brianna S, Incoming freshmen Fall 2013

"A bridge is defined as a structure built to carry a road or path across a river or other obstacle. MSOE Bridge in my opinion has been an extended hand of support (many hands actually) providing passage through an unfamiliar terrain. There hasn't been anything left for us to figure out on our own. We have felt welcomed from our very first contact with MSOE and are very pleased to be a part of your family. After all, communication equals success.“ Bridget R, MSOE Parent

https://twitter.com/LindseyHouchin/status/281104268063289344


Industry Recognition

W3 Best in Show, Silver General Website Categories – School/University Sites

MSOE Ranked #5 out of 10 Most Innovative Colleges in the Country

University Standard of Excellence Award

For the first the ever Bridge was cited as non academic differentiator for MSOE

http://www.onlineuniversities.com/blog/2012/02/the-10-most-innovative-colleges-in-the-country/

http://www.7summitsagency.com/press/7summits-honored-with-five-awards-for-unleashing-business-value-with-online-experiences/

http://www.7summitsagency.com/press/7summits-honored-with-five-awards-for-unleashing-business-value-with-online-experiences/

What’s Next


Engaging Students across the Continuum

MSOE Online Community Opportunity? Facebook LinkedIn

Personally Social

Professionally Social

Academically Social

Student lifecycle continuum

Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni


Social Business Conceptual Model Student Lifecycle Process / Context

Awareness / Inquiry Prospective Student Student Graduate Alumni

System of Use

Community Website

Systems of Record

High School Teachers, etc Business Partners Faculty and Staff Supporting

Stakeholders

ERP CRM Desktop and Network Drives Blackboard CMS

+

Getting Started


Things you will need to accept

• Not everyone will participate on the same level.

• You will need to let go of some of the control.

• A community is alive. You cannot set up and ignore.

• It will impact more than your web interface.


Getting Started

Finalize goals and objectives

Develop a comprehensive strategy for social media

Establish cross-functional steering group to establish executive ownership, coordinate activities and manage resources

Pinpoint some quick win opportunities in context of overall vision

Identify and track key success measures

Thank you

http://www.7summitsagency.com/

http://www.facebook.com/7SummitsAgency

https://twitter.com/7SummitsAgency

MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build...

Education

Transcript of MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build...