social media & mobile marketing: recruitment strategy opportunities
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Social Media & Mobile Marketing: Recruitment Strategy Opportunities
NAGAP Winter Institute for Advanced Graduate ProfessionalsJanuary 20-21 , 2011Fort Lauderdale, FL.
Part I: Social Media
Connecting like-minded people with current events and stories
The social media Groundswell
A social trend in which people use technology to get the things they need from each other, rather than from traditional institutions like corporations.
Groundswell, Harvard Business Press, 2008
Whats in the Groundswell
YouTube
Wikipedia
Rate My Professor
And a host of other sites
Online adults in the United States
Data from Forrester Research Technographics surveys, 2010
How people use social media
Creators. 23%
Conversationalists 31%
Critics..33%
Collectors19%
Joiners.59%
Spectators...69%
Inactives.. 19% Groups overlap thus the high total percent
Social Media traffic Jan 1, 2011
http://www.hitwise.com/resources/data-center.php
1. Facebook63.25%
2. YouTube.19.20%
3. MySpace...2.53%
4. Yahoo! Answers .98%
5. Twitter. .97%
12. LinkedIn .23%
Is Social Media a marketing tool?
Yes an indirect one
Social media allow potential students to listen to people talk about their experience with you
Social media allows people to ask questions about the value of your degree and get experience answers from your students
Monitor and influence social media discussions
To make social media work
Clear responsibility to someone
Update frequently
Monitor whats happening
Beware of censorship
Prominent links from official website
Monthly activity reports
Participation rate
Topics of interest
Case Study:
University of Phoenix
Build online communities that allow current and future students to
interact, keep up with and explore the world of University of Phoenix.
From a home page link
http://www.phoenix.edu/students/online_communities.html
The primary page 66,437 liking it
Active, critical Discussions page
Complaints about faculty
Complaints about financial aid
YouTube: 2,398 subscribers, 593 friends
UPhoenix degree is not worthy?...
429 comments on LinkedIn
Other examples:
Ball State University,
Walden University,
UT: McCombs School of Business
Ball State FB for Online Students
http://www.facebook.com/ballstateonline
Open discussions at Walden
http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=4715
Monitor & reply in 24 hours
http://www.facebook.com/waldenu#!/topic.php?uid=6514736316&topic=15129
Create a YouTube presence
http://www.youtube.com/user/utmccombsschool
Twitter requires frequency
http://twitter.com/#!/utexasmccombs
Blogs are social media
http://www.hbs.edu/about/connect/
Program specific mash-ups
http://www.mgt.ncsu.edu/mba/news/social/
People will be critical
No university is Disney World
Walled gardens are gone
Responding to critical content
Perfection isnt expected dont claim it
In most cases, dont respond immediately
Monitor the response of your community
Best defense is from students and alumni
Identify yourself as an official person
Offering to fix a problem is fine
UVA comments to FB English dept update
Negative:
When I was an English major at UVa, before switching, I noticed that the only things the English department seems to like are 1) itself 2) its own professors' voices and 3) worthless instructional methods, all tinted with a heaping dose of irrelevance.
UVA comments to FB English dept update
Positive:
I was an English major at UVa and I had exactly the opposite experience. I wonder if the difference lies in attitude. If you see literature as 'irrelevant' one wonders why you decided to become an English major in the first place. Kudos to the department for continuing to adapt its approaches to changing times.
Stay up to date
Forrester blogs
http://blogs.forrester.com/category/social_media_marketing
Pew Internet research reports
http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-Websites.aspx
Part II: Mobile Marketing
Instant access
All the time, from anywhere
How small will things get?
http://bit.ly/d9ihtP
Key Strategy Question:
Why should I put scarce resources into mobile marketing?
The answer
Website experience shapes brand perception
Growing expectation
A mobile friendly online experience
Tales from the Research 1
Pew Internet & American Life ProjectMobile Access 2010http://bit.ly/cqxi6D
Mobile phone use, 2009 to 2010
80% of adults (18+) owned mobile phones in 2010 no change from 2009
Take a picture. 66 to 76%
Send & receive text messages65 to 72%
Send & receive email25 to 34%
Access the Internet25 to 38%
Send & receive instant messages20 to 30%
Record video19 to 34%
Young adults 18 to 29
Heavy use of mobile in many areas
Send/receive text messages95%
Take a photo..93%
Access Internet65%
Send/receive email52%
Use social networking site48%
Still low
Purchased a product20%
Tales from the Research 2
Mobile User Experience Is MiserableJakob Nielsen: July 2009 Alertboxhttp://bit.ly/2LgE4j
Main mobile problems in 2009
4 major problems
Small screens
Awkward input
Slow downloads
Poor design for mobile
All improved in 2010
Reason for optimism
Task success was higher at sites designed for mobile access
64% task completion at sites for mobile
53% task completion at regular websites
Larger screen = more success
Regular cell phones 38% success
Regular smartphones 55% success
Touch screen phones 75% success
State of Mobile Marketing
Best uses for mobile
Your regular website is not obsolete
Mobile tasks: recruitment
Find academic program list
Register for a campus visit
Inquire about enrollment if simple
Check application status
Pay an enrollment deposit
Mobile App vs. Mobile Website
Mobile App
Different apps for different devices
How will people find your app?
Not easy to update
Higher performance possible/Easier use
Mobile Website
Access from any mobile device
Can find using search
Easy to update
Will perform as well as you build it/Not great right now
Make things easy in mobile
As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users wont have to pinch or scan or scroll or download an app for everything.
Robert Z. Samuels, director of mobile product development, New York Times
The NY Times on mobile
Build a new mobile site?
Mobilize, dont miniaturize anon.
the mobile context is so different from the desktop one it deserves direct consideration vs. just mangling down a full-size site. Drew Stevenson, University of Minnesota, 2010
Dont start people here the iPhone trap
Case Study:
Mobile Marketing for Graduate Recruitment
University of Tulsa, Collins College of Business
Patience is often required
Major program areas at the start
Specific areas of study available
Faculty and courses highlighted
Faculty details & contact info
Making an inquiry name first
Phone is optional
Starting date FT or PT?
Email and print response
Dont ask unless you use it
Alternative inquiry one step
Texting
Ongoing communication for those who opt-in to receive it
Recruitment events
Important news updates
Rules similar to email:
Must opt-in
Easy to opt-out
A short summary
Strategy: prepare now to give future students mobile access
Identify key tasks for future students that are mobile friendly.
Give resource priority to mobile site over mobile apps if you must
Ability in mobile will influence perception of your brand
Stay up to date
Mobile Marketing Association
http://mmaglobal.com/policies
Mobile Marketing Handbook
http://www.mobilemarketinghandbook.com/
Mobile Marketer
http://www.mobilemarketer.com/
Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/
Jakob Nielsen Usability Report
http://www.nngroup.com/reports/mobile/
Thank You!
Bob Johnson, Ph.D.
President
Bob Johnson Consulting, LLC
Marshall, MI 49068
248.766.6425
[email protected]
Customer Carewords Website Research
www.bobjohnsonconsulting.com