salesforce foundation #hesummit15 - 7summits: using online communities to revolutionize how you...
TRANSCRIPT
Using Online Communities to Revolutionize how you Connect with Prospects, Students, Alumni and Faculty
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
“A new class of company is emerging – one that uses collaborative technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners and suppliers....”
Social Media is Disrupting Business
McKinsey Global Institute
“The Social Economy: Unlocking value and productivity through Social Technologies” July 2012
#hesummit15
Marc Benioff Chairman & CEO
Today’s Agenda
• Introduction
• Online Community Overview
• Admissions Case Study
• Group Brainstorming
• Wrap Up
First Last Name
Title
Foundation Pres – PowerPoint Template – 16x9 FY14.pptx
Introduction
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
Mission
We create online community experiences that transform businesses and enhance people’s lives.
Why
We believe in unleashing people's potential to create, compete, and innovate in entirely new ways.
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7Summits At A Glance
COMPREHENSIVE CAPABILITIES SOCIAL BUSINESS SOLUTIONS
EXTERNAL AND INSIDETHE ENTERPRISE
INDUSTRY FOCUS
Consumer
Education
Financial Services
Healthcare
High Tech
Manufacturing
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Select Education Clients
Online Community Concepts
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
#hesummit15
Social Business - Where Value is being Created
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From: To:
Social Media Represents the Biggest Shift in a Generation
Re-shaping the way you engage students, faculty, staff and partners
• Hoarding Information
• Web Sites/Portals
• Management
• Email / Newsletters
• CRM
• Generation X / Boomers
• User Interfaces
• Noise
• Desktop
• Information Sharing
• Online Communities
• Engagement
• Collaboration
• Social CRM + Communities
• Gen Z / Millennials
• User Experience
• Insights
• Mobile
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• Digital natives 3
• Social media is their default state 1
• Rely on user-generated content to make life decisions 1
• They absorb and manage information differently than other generations1
• Universities that create their own open communities have a much greater degree of credibility 2
Gen Z / Millennials Insights
Sources: 1Bazaarvoice. 2 Onlinecolleges.net 3 Ad Age
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A typical prospective student now receives 12-18 emails from 2-4 year public/ private institutions. 1
CRM is a top priority for 4-year public/private schools1
75-90% of 2-4 year institutions spend less than 25k annually on their institutions website1
4-year universities are experiencing very high attrition — up to 50% in some cases. 2
Higher Ed IT is seeking to consolidate platforms (Intranet, websites, portals, etc). 2
Classroom delivery models are shifting to incorporate more online/digital
Use of accurate data to drive alumni outreach strategies is one of the biggest needs to improving Alumni Relations 3
Alumni Relations frequently find themselves without the support, resources or staff needed to perform effectively 4
Recruitment / Admissions Student Success / Faculty Alumni / Advancement Mgt.
Higher Education Trends
Sources: Noel Levitz 1 ACT 2 Hartford 3 Council for Aid to Education 4
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Communications Misaligned
Prospects / Students / Alumni
E-mail Print Phone Social Media Mobile
Communication Channels
Academic Institution
Decrease in effectiveness
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The Gap and Opportunity
Online
Community
Opportunity?
Facebook LinkedIn
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Personally
Social
Professionally
Social
Academically
Social
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Online Communities 101
Social Networks vs. Online Communities
The primary purpose of social networks & online communities is different
Social Network Online Community
Business
Objectives
Primary Purpose Relationships
E.g. Facebook E.g. Rate My
Professor
Websites & Portals vs. Communities - Key Differences
Websites & Portals Online Community
Communication Top-down, structured Bottom-up, horizontal
Media Text heavy, documents Text, video, graphics, audio, “people”
Knowledge
Sources
Communication teams, formal “experts”
(top down cascade) All members, experts and advocates (top
down, bottom up)
Structure Based on organization / lines of business and or products/services
Based on member role, location and interests
Content Model One size fits all; post it – they will come Targeted / personalized compelling;
subscriptions & alerts
Discovery Search limited, varies by applications,
hunt-and-peck Google-like search, improved findability
(people, places, content)
Display Fragmented, poor user interface,
multiple sources Consolidated user experience, Aggregated
dashboards
Involvement Detached: view, browse (some
commenting) Engaged: participate, contribute
Access PC based, restricted Mobile; flexible
Timeliness Delayed, static Real time, current
Cre
atio
n
Co
nsu
mp
tio
n
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Common Use Cases for Online Communities
Gain Deeper Insights and Feedback
Stay informed – relevant campus news and updates
Access on Any Device at Anytime
Enable Student Self Service 24/7/365
Capture and Answer Questions
Generate and capture knowledge, exchange ideas
ENGAGE CONNECT
SHARE
Connect with Students, Faculty , Staff & Alumni
Connect
disparate
systems
and data
Give and Receive Peer Support
Guide and Simply Student Processes
Connect disparate systems and data
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Community Permission Access Models
Open
Peer to
Peer
Secure
Groups
Secure
Single
Entity
A combination can be used within a single community.
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Key Community Elements
Philosophy: “Bottom Up” vs. “Top Down”
Profiles: managing identities
(organizational and individual)
Relationships: following/
connecting with others
Presence: knowing when others
are available
Reputation: identifying experts
and advocates
Curated: administratively
controlled content libraries,
reference materials
User-Generated: organically
created content; appropriate for
more dynamic behaviors
Collaborative: collaboration
around specific cases / initiatives
Content types: Discussions,
Documents, Blogs, Polls, Ideas,
Cases, Files
Engagement: Comments, Sharing,
Liking, Topics, Rating, etc.
People Places Content
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Online Community Case Studies
20
Student lifecycle continuum
Admission Community Student Learning Community Faculty and Staff Community Alumni Community
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Representative Business Value for Online Communities
Online
Community
Opportunity!
Facebook LinkedIn
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Personally Social Professionally
Social
Academically Social
Admissions
• Increase best fit students
• Streamline enrollment processes
• Improve recruiter productivity
• Reduce recruitment media spend
• Retain applicants
• Enhance reputation / perception
• Increase enrollment numbers
• Reduce app processing time
• Increase students starts
Students and Faculty
• Streamline freshman onboarding
• Identify at risk students early
• Improve student retention
• Improve grades and satisfaction
• Improved graduation rates
• Reduced support costs (self-serve)
• Improve student / faculty
collaboration
• Enable study groups / peer support
• Crowdsource research and ideas
Alumni
• Re-engage lapsed alumni
• Increase donations
• Improve alumni engagement
• Drive event participation
• Drive new student referrals
• Facilitate student mentoring
• Capture student success stories
• Support professional networking
MSOE Admissions Case Study
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
#hesummit15
MSOE Admissions Challenges:
Enrollment targets were not being met
Admissions team didn’t feel they had a relevant or competitive experience (across
all channels) for the social media and mobile friendly generation
Attempts to engage students on Facebook and other social channels weren't
working
Systems and tools for intake and application were confusing and dated
The organization was not working together, programs executed ad hoc by faculty
and staff creating a fragmented message and brand experience online
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Business / Project Goals
Increase admissions by engaging prospects using social media
Minimize friction in the admissions and application process
Increase conversion, retain applicants and increase matriculation
Deliver a brand experience that creates preference and affinity
24
1
2
3
4
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MSOE Admissions Community Video Overview
Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU
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MSOE Admissions Community Business Value & Results
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% 5%
Electrical engineering saw almost double enrollment 2X
Enrollment Numbers
Outbound
Call volume
Admission counselors reduced outbound calls by 66%
freeing up time to interact with prospective students in
community.
66%
Reached application goal nine months early and acceptance goal five
months early. 10,000+ registered members and growing!
Application and
acceptance goal
Application
turnaround time
Admission counselors spent less time chasing documents down. From
months to weeks!
Retention rate from accepted to deposit jumped from 30% to 38% in one
year
Accepted to Deposit 8%
Group Brainstorming
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
#hesummit15
Online Communities - Group Exercise Scenario
Scenario: Your institution is looking to launch an initiative to leverage an online community to improve engagement and collaboration with 1) Admissions 2) Students 3) Faculty / Staff and 4) Alumni audience(s)
Top goals for your online community initiative are to:
1. Increase Engagement and Retention of Students
2. Streamline Communication / Improve Collaboration w/ Students
3. Enable Self-service and Peer support
4. Simplify Institutional Processes and Operations
As the project team, it is your job to begin the planning process and ensure your
institution has thought through the strategy and plan to implement your online
community
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Journey-Mapping Exercise
GOALS
• Clearly define the roles key digital properties through the lens of the student journey
• Identify and prioritize drivers/enablers and barriers/gaps
• Create alignment and areas of opportunity amongst stakeholders
PROCESS
• Organize a team of cross-functional stakeholders
• Map the journey for your chosen audience
• Identify, refine and readout gaps, opportunities and priorities
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ALUMNI / ADVOCATE CONSIDER SCHOOL
RESEARCH
INQUIRE / VISIT
APPLY / ACCEPTED
ONBOARD / MATRICULATE
ACTIVE STUDENT
GOAL: Clearly define the roles of key digital properties through the lens of the student journey, and identify barriers/gaps and areas of opportunity
STUDENT JOURNEY
EVALUATE
SEEK EMPLOYMENT
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NEED IDENTIFICATION CONSIDER/
RESEARCH
EVALUATE /
INQUIRE
APPLY /
ACCEPTED
ONBOARD /
MATRICULATE
ACTIVE STUDENT ADVOCACY &
LOYALTY
Prospective
Student
Role in Journey Step
Drivers/Enablers
• One
• Two
Barriers/Gaps
• One
• Two
Enrolled
Student
Role in Journey Step
Drivers/Enablers
• One
• Two
Barriers/Gaps
• One
• Two
Faculty and
Staff
Role in Journey Step
Drivers/Enablers
• One
• Two
Barriers/Gaps
• One
• Two
Student Journey Example
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CONSIDER/ RESEARCH EVALUATE / INQUIRE APPLY / ACCEPTED ONBOARD /
MATRICULATE ACTIVE STUDENT
Key Steps • Talk to friends / Family
• Google Search
• Referral
Current
Technology
• Website
• Search Engines
• Website
• Academic Profiles
• CommonApp?
• Website
• Student Portal
• Intranet?
Roadblocks /
Pain Points
• Personalization
Content and Data • Reviews • Application Form
Thoughts /
Feelings
• Overwhlemed • Tuition costs
• Uncertainty
• Overwhelmed
• Improve accessibility
• Advocacy
• Happiness
Future
• Social Referrals
• Faculty Reviews
• Social Websites • Mobile and Social • Admissions Community
Journey Mapping Exercise - Student
Wrap Up
James Davidson
VP of Digital Strategy
@jdavidson
7Summits
#hesummit15
Drop off your business card or stop by our booth to win an iPad mini, winner announced tomorrow @ 11.30am
Need a copy of the deck or have a question?
@jdavidson
7summitsinc.com
iPad Mini Giveaway and Contact Details
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What can 7Summits do?
Communities out of the Box Branded and tailored use cases
Thank you