social media marketing and adult student recruitment

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Social Media Marketing for Adult Social Media Marketing for Adult Student RecruitmentStudent Recruitment

©Robert E. Johnson, Ph.D. 2009©Robert E. Johnson, Ph.D. 2009 Aslanian GroupAslanian Group

Web Marketing to Reach Adult and Graduate StudentsWeb Marketing to Reach Adult and Graduate StudentsChicago, ILChicago, IL

June 4-5, 2009June 4-5, 2009


The “Groundswell”…The “Groundswell”…

““A social trend in which people use technology A social trend in which people use technology to get the things they need from each other, to get the things they need from each other, rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”

Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008

What’s in the Groundswell…What’s in the Groundswell…– MySpace and FacebookMySpace and Facebook– WikipediaWikipedia– YouTubeYouTube– Rate My ProfessorRate My Professor– Del.iciou.us and diggDel.iciou.us and digg


The Groundswell at your website…The Groundswell at your website…http://info.saintleo.edu/COL/http://info.saintleo.edu/COL/


Social tools from favorite brands?Social tools from favorite brands?Forrester research, 2008…Forrester research, 2008… http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/

Adults… 18+Adults… 18+– Discussion formsDiscussion forms

26 percent26 percent

– Online videosOnline videos21 percent21 percent

– FB & MySpace profilesFB & MySpace profiles20 percent20 percent

– BlogsBlogs12 percent12 percent

– PodcastsPodcasts8 percent8 percent

Teens… 12 – 17Teens… 12 – 17– Discussion forumsDiscussion forums

12 percent12 percent

– Online videosOnline videos37 percent37 percent

– FB & MySpace profilesFB & MySpace profiles36 percent36 percent

– BlogsBlogs12 percent12 percent

– PodcastsPodcasts13 percent 13 percent


Do you agree?Do you agree?

Question…Question…– ““If a school has 11,000 students and 319 FB fans now If a school has 11,000 students and 319 FB fans now

at official site, what fan level says FB is important for at official site, what fan level says FB is important for marcom?” (Asked on Twitter)marcom?” (Asked on Twitter)

Answer #1…Answer #1…– moreheadstatemoreheadstate@@HighEdMarketingHighEdMarketing “I'd say 2. Very “I'd say 2. Very

little effort and that's two more people you are little effort and that's two more people you are reaching. Also depends on what you are using it for.” reaching. Also depends on what you are using it for.”

Answer #2…Answer #2…– rachelreubenrachelreuben@@HighEdMarketingHighEdMarketing “I'd argue it's more “I'd argue it's more

about the volume & quality of conversation & about the volume & quality of conversation & interaction than # of fans.”interaction than # of fans.”


Keep this in mind about online adults…Keep this in mind about online adults…

Data from Forrester Research Technographics® surveys, 2008Data from Forrester Research Technographics® surveys, 2008 How people 25 to 34 and 35-44 use social mediaHow people 25 to 34 and 35-44 use social media

– Creators….Creators…. 29% and.....29% and..... 22%22%

– Critics………Critics……… 42% and…..42% and….. 39%39%

– Collectors…Collectors… 25% and…..25% and….. 21%21%

– Joiners……Joiners…… 53% and…..53% and….. 33%33%

– Spectators…Spectators… 75% and…..75% and….. 71%71%

– Inactives……Inactives……16% and…..16% and….. 24%24%

Groups overlap… thus the high total percentGroups overlap… thus the high total percent


Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?

Yes…Yes…– But not a direct sales/recruitment toolBut not a direct sales/recruitment tool

– Social media allow potential students to listen to Social media allow potential students to listen to people talk about their experience with youpeople talk about their experience with you

– Social media allows people to ask questions about Social media allows people to ask questions about the value of your degree and get “experience the value of your degree and get “experience answers” from your studentsanswers” from your students

– You can’t escape social media discussionsYou can’t escape social media discussions

– You can monitor and influence themYou can monitor and influence them


Social Media site traffic… May 15, 2009Social Media site traffic… May 15, 2009http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php

1. MySpace 30.92% 1. MySpace 30.92%

2. Facebook 29.00%2. Facebook 29.00%

3. YouTube 9.03%3. YouTube 9.03%

4. Tagged 1.97%4. Tagged 1.97%

5. Yahoo! Answers 5. Yahoo! Answers 1.42%1.42%

6.Twitter 1.37% 6.Twitter 1.37%

7. myYearbook 7. myYearbook 1.00%1.00%

8. Yahoo! Groups 8. Yahoo! Groups 1.00%1.00%

9. Yahoo! Profiles 9. Yahoo! Profiles 0.55%0.55%

10. Windows Live 10. Windows Live Home 0.51%Home 0.51%


Facebook vs. Twitter… Facebook vs. Twitter… Starbucks & Ohio StateStarbucks & Ohio State

Starbucks…Starbucks…– Facebook fans in Facebook fans in

May… 1.5 millionMay… 1.5 million

Ohio StateOhio State– Facebook fans in Facebook fans in

May… 37,107May… 37,107

Starbucks… Starbucks… – Twitter followers in Twitter followers in

May… 180,000May… 180,000

Ohio StateOhio State– Twitter followers in Twitter followers in

May… 970May… 970


University of PhoenixUniversity of Phoenix

Build online communities that allow current and Build online communities that allow current and future students to…future students to…

““interact, keep up with and explore the world of interact, keep up with and explore the world of University of Phoenix.” University of Phoenix.”


From an obscure home page link…From an obscure home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html


Start people at the “Wall”…Start people at the “Wall”…8,678 fans on 21 May 20098,678 fans on 21 May 2009


And follow “Discussions”…And follow “Discussions”…After Phoenix BA, where can you go next?After Phoenix BA, where can you go next?


Connect to other social media…Connect to other social media…


And accept intrusive competitors…And accept intrusive competitors…


Get personal…Get personal…@danportnoy has 1,375 followers@danportnoy has 1,375 followers


Phoenix Builds Brand on MySpace…Phoenix Builds Brand on MySpace…http://www.myspace.com/universityofphoenixhttp://www.myspace.com/universityofphoenix


Phoenix Builds Brand on YouTube…Phoenix Builds Brand on YouTube…http://www.phoenix.edu/students/online_communities.html#youtubehttp://www.phoenix.edu/students/online_communities.html#youtube


YouTube videos by academic program…YouTube videos by academic program…


Most popular… “The truth about…”Most popular… “The truth about…”7,856 viewers… and the truth is good7,856 viewers… and the truth is good


LinkedIn for alumni… 1,926 membersLinkedIn for alumni… 1,926 members


Davenport UniversityDavenport University

Facebook… 319 fansFacebook… 319 fansTwitter… 951 followersTwitter… 951 followers

Started on Twitter: 30 Sept 2008Started on Twitter: 30 Sept 2008Social Media Coordinator: March, 2009Social Media Coordinator: March, 2009


Social media has low visibility…Social media has low visibility…http://www.davenport.edu/http://www.davenport.edu/


Most “Wall” content is from DU…Most “Wall” content is from DU…


““Discussions” are limited…Discussions” are limited…


Nicely crafted Twitter site…Nicely crafted Twitter site…http://twitter.com/DavenportUhttp://twitter.com/DavenportU


Sasha Wolf…Sasha Wolf…http://www.socialsasha.com/http://www.socialsasha.com/...... http://twitter.com/SashaWolff...... http://twitter.com/SashaWolff


Twitter… extra notesTwitter… extra notes

Very few under 18 use Twitter…Very few under 18 use Twitter…

Growing fastest with people over 35…Growing fastest with people over 35…

Best with multiple accounts per schoolBest with multiple accounts per school


9 Twitter sites for adult recruitment…9 Twitter sites for adult recruitment…

http://twitter.com/UMassContinEdhttp://twitter.com/UMassContinEdhttp://twitter.com/HarvardEXThttp://twitter.com/HarvardEXThttp://twitter.com/Transfer2NIUhttp://twitter.com/Transfer2NIUhttp://twitter.com/FranklinUhttp://twitter.com/FranklinUhttp://twitter.com/DavenportUhttp://twitter.com/DavenportUhttp://twitter.com/PSUWorldCampushttp://twitter.com/PSUWorldCampushttp://twitter.com/SaintLeoUnivhttp://twitter.com/SaintLeoUnivhttp://twitter.com/UTexasMcCombshttp://twitter.com/UTexasMcCombshttp://twitter.com/ExcelsiorCollhttp://twitter.com/ExcelsiorColl


Setting up is easy… Maybe too easy?Setting up is easy… Maybe too easy?


Build brand with a distinctive bio…Build brand with a distinctive bio…

Good example…Good example…– ““Saint Leo University is Saint Leo University is

a leading provider of a leading provider of higher education to higher education to young adults, working young adults, working adults, and military adults, and military personnel looking to personnel looking to further their further their education.” education.”

Not so good…Not so good…– NoneNone– ““University of University of

Delaware Admissions” Delaware Admissions”


To see follower growth…To see follower growth…http://twitter.pbworks.com/Universitieshttp://twitter.pbworks.com/Universities... Thanks to Barb Chamberlain ... Thanks to Barb Chamberlain

http://twitter.com/WSUSpokanehttp://twitter.com/WSUSpokane


Check yourself against competitors…Check yourself against competitors…

http://twitter.grader.com/..... http://www.twitalyzer.comhttp://twitter.grader.com/..... http://www.twitalyzer.com


In the near future…In the near future…

Easier access to online locations…Easier access to online locations…

One password open all your doorsOne password open all your doors


Easier access to Internet locations…Easier access to Internet locations…http://openid.net/http://openid.net/................. ................. http://developers.facebook.com/connect.phphttp://developers.facebook.com/connect.php


The cost of getting started…The cost of getting started…(From Heather Mansfield at DIOSA Communications, (From Heather Mansfield at DIOSA Communications,

http://www.diosacommunications.com)http://www.diosacommunications.com)

Create initial sites on FB, MySpace, Twitter, FlickR, Create initial sites on FB, MySpace, Twitter, FlickR, YouTube… $2,700YouTube… $2,700

Create sites only on FB, MySpace… $750Create sites only on FB, MySpace… $750

Staff time allocation… 25% to 50% at startStaff time allocation… 25% to 50% at start


Keeping up to date…Keeping up to date…


Groundswell blog…Groundswell blog…http://blogs.forrester.com/groundswell/http://blogs.forrester.com/groundswell/


MashableMashablehttp://mashable.com/http://mashable.com/


Dave Evan’s Blog…Dave Evan’s Blog…http://www.readthis.com/http://www.readthis.com/


Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-

Websites.aspxWebsites.aspx


Shameless self-promotion…Shameless self-promotion…http://twitter.com/HighEdMarketing... http://twitter.com/HighEdMarketing... http://www.bobjohnsonblog.com/http://www.bobjohnsonblog.com/


Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.President and Senior ConsultantPresident and Senior Consultant

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425 [email protected]@bobjohnsonconsulting.com

Customer Carewords Research for Online Marketing Success: Customer Carewords Research for Online Marketing Success:

http://www.bobjohnsonconsulting.com/customercarewords.htmlhttp://www.bobjohnsonconsulting.com/customercarewords.html