NAGAP 2012: "Not Everything is Bigger in Texas: Small Things That Make A Big Impact on Recruitment...
-
Upload
marcus-hanscom -
Category
Technology
-
view
749 -
download
0
description
Transcript of NAGAP 2012: "Not Everything is Bigger in Texas: Small Things That Make A Big Impact on Recruitment...
Not Everything Is Biggerin Texas: Small Things that Make
a Big Impact on Recruitment Efforts
MARCUS HANSCOMASSOCIATE DIRECTOR OF GRADUATE RECRUITMENT AND OUTREACHUNIVERSITY OF NEW HAVENPRESIDENT, NEGAP
Maybe everything is BIGGER in Texas…
@MarcusHanscom
@MarcusHanscom
…but you don’t need BIG to make a big splash!
@MarcusHanscom
Last Year’s Assignments
1. Conduct a program demographic assessment2. Do a lead generation audit3. Set up unique source pages4. Create a referral source policy5. Become a user on Google Analytics (and use it)6. Use the URL builder to create a tracking URL7. Assign revenue to lead sources for ROI
@MarcusHanscom
Struggles of our offices
• Limited staff• Limited resources• Limited expertise– Apprehension– Time to Learn– Tech overload
• Limited institutional support (or apathy)?
@MarcusHanscom
This session
• Utilizing technology to “lighten the load”• Making your search for content to post on
social media easy • Building brand awareness with little effort on
social media
@MarcusHanscom
TECHNOLOGY OVERLOADWading through the masses to get something that works
@MarcusHanscom
Primary Issues
• Misconceptions of time commitment• Leveraging technology to work for you, not
create work for you• Means of acquiring knowledge / Staying
current• Hiring the right people
@MarcusHanscom
Your best tools
• CRM, CRM, CRM• Our own websites• Directory Sites• Social Media (and related software)
@MarcusHanscom
Lightening the Load: Your CRM• Toss out the “HTML graphic email” is king
mentality– Keep in mind personalization, smart phones– Perception of your message
• Collect any and everything…– But don’t overburden students with it
• Send one-time emails to targeted audiences with program-related news
@MarcusHanscom
Assignment #1• Create an automated, plain text email from
you in your CRM– Various functions: Welcome, thank you, congrats– Not from your institution or office - you
• After Completion– Compare results with your HTML messages• Read Rate• Interaction Rate• Response Rate
@MarcusHanscom
Assignment #2
• Audit your inquiry form(s)– Are you asking the right questions?– What questions are necessary?
• After Completion– SHORTEN your inquiry form as much as possible
@MarcusHanscom
Lightening the Load: Our Websites
• Are all student questions answered?• How big of a shovel do I need?• Not just a problem “for the marketing
department”• Integration with SM• Succinct, clear messaging
@MarcusHanscom
Assignment #3• Do a website audit for your area– Can you identify top questions you are asked and
easily identify answers on your site?– How readily can students get their answers?– Focus your phone calls on students who need
more in-depth information and support• After Completion:– Make necessary adjustments with your web team
including content, graphics, and navigation
@MarcusHanscom
Analytics
• Key metrics to use for decision-making• Focus on specific pages instead of trying to fix
an entire website• Identify strategies to improve pages to help
recruitment
@MarcusHanscom
Assignment #4• Pick one page on your website and analyze key
statistics (Google Analytics or similar) to improve the page– Bounce rate, time on site, % exits…– Avoid using just one metric– Be aware of the goal of the page
• After Completion– Identify a metric you want to improve– Strategically amend page content– Compare analytics results with previous version
@MarcusHanscom
Lightening the Load: Directory Sites
• Directory sites– Why you?– Catalog copy or marketing copy?
• “More info” links– Lead to your webpage? A form? Landing pages?– Are they tracked?
• Clarify calls to action internally and externally
@MarcusHanscom
Landing Pages
• Where are you sending students from online advertising?
• “Our website” isn’t enough• Relevant content• Avoid too many “clicks”
@MarcusHanscom
@MarcusHanscom
Assignment #5• Complete a “directory listing audit”– What sites are you featured on?– Does your listing answer the right questions?– Where are students being directed?– Who is responsible for updating content?
• After Completion– What needs to be rewritten? How will you be
involved? What do you need on your website?
@MarcusHanscom
Assignment #6
• Create a landing page on your website to service an ad or directory listing– Page content must reflect the content of your ad
or listing– Do not send students to a generic page
• After Completion– Evaluate analytics for the page; evaluate tracked
leads if available
@MarcusHanscom
Lightening the Load: Social Media
• Alerts and searches for content– Google Alerts– Create searches on Twitter related to programs,
industry, your institution, and more• Schedule messaging with tools like Hootsuite
or TweetDeck• Enlist student help
@MarcusHanscom
Assignment #7
• Create a Google Alert– ie. “University of New Haven”– Can set frequency to your preference
• After completion– Regularly check for news related to your
programs, students, alumni, and faculty– Post related content to your respective SM
channels; use Bitly for tracking
@MarcusHanscom
Assignment #8
• Create a saved search on Twitter– ie. #criminaljustice, #MBA, #gradadm, #gradschool
• After Completion– Check searches regularly for content that can be
retweeted to your followers
@MarcusHanscom
Suggested Social Media Tools
• Hootsuite• TweetDeck• Bit.ly• Facebook
Insights
@MarcusHanscom
Assignment #9
• Schedule a tweet or Facebook post using Hootsuite or TweetDeck– Time with an event or activity– Time zone awareness
• After Completion– Set up a social media schedule for planned events– Sit back and relax!
@MarcusHanscom
HELP, I CAN’T FIND MY CONTENTProducing results on social media
@MarcusHanscom
Social Media Content
• Interaction with your audience• Vary your content– “Yay, come to my event!” 100X
• Vary your channels– Audiences?– Platforms?
• What is your brand message?
@MarcusHanscom
Types of Content (According to MH)
• Direct self promotion• Indirect self promotion• “Altruistic” self promotion
@MarcusHanscom
Direct Self Promotion on SM
• Events• Admissions Announcements• Grad Fair Attendance• “Leeching” on other content• Interactions with prospective students
@MarcusHanscom
Grad Fair Attendance
@MarcusHanscom
Content “Leeching”
@MarcusHanscom
Interactions with Prospective Students
@MarcusHanscom
Interactions with Prospective Students
@MarcusHanscom
Indirect Self Promotion on SM• University News• Student News (Research, Study Abroad, etc.)• Faculty News (Research, Promotions, etc.)• Alumni News • Event Photos
@MarcusHanscom
Indirect Self Promotion on SM
• Location information• Interactions with current students• Contests– Do not necessarily have to be related to your
programs
@MarcusHanscom
Indirect Self Promotion on SM
@MarcusHanscom
“Altruistic” Self Promotion on SM
• Graduate School Tips• Financial Aid Tips• News related to your programs• Job Postings
@MarcusHanscom
Assignment #10
• A. Make a post to your Twitter or Facebook account about an alumnus or faculty member
• B. Make a post or retweet content designed to help the student and not sell you– Use bit.ly to track link content
• After completion:– Assess if your messages have interaction. Any
response? Clicks on the link? Retweets?
@MarcusHanscom
WHO AM I AND WHY AM I HERE?Brand Awareness
@MarcusHanscom
Social Media Advertising
• Creating a first ad– Demographic targeting– Geo-targeting
• Ways to use these ads– Program Awareness– Brand Awareness– Recruitment Fairs– Webinars / Open Houses / Recruitment Events
@MarcusHanscom
Social Media Advertising Channels
• Be mindful of platform and audience• Costs: CPM vs. CPC
@MarcusHanscom
Try this…
@MarcusHanscom
Assignment #11• Create your first social media ad– Fine tune your demographics– Identify a budget– Send students to a specific landing page or related
content page• After completion:– Review your exposure and clicks– Review CPC/CPM costs
@MarcusHanscom
Social Media Potpourri
• Use #hashtags in your tweets– ie. #iopsychology or #emergencymanagement
• Follow industry news and industry leader Twitter accounts– Example: @forensicnews– RT relevant content to your followers
@MarcusHanscom
TAKEAWAYS, FUTURE THOUGHTS, AND Q&A
Identifying the value in what you just sat through
@MarcusHanscom
Overview of Assignments
1. Create an automated, plain text email in your CRM
2. Audit and shorten your inquiry form3. Audit your section of the website4. Optimize a page on your site with key metrics5. Complete a directory listing audit
@MarcusHanscom
Overview of Assignments6. Create a landing page for your ad content7. Create a Google Alert8. Create saved searches on Twitter9. Schedule a tweet or Facebook post10.Create one SM post about your faculty or
alumni and one “altruistic” post11. Create a social media ad
@MarcusHanscom
Final Thoughts
• Work smarter, not harder• Technology does not necessarily make things
“un-personalized”• Time commitment is not astronomical• Technology – and social media specifically –
can be your greatest asset
Thank you
Marcus HanscomUniversity of New [email protected]@marcushanscom