using linkedin to deepen relationships throughout the entire student lifecycle

How marketers can best influence the student decision journey

Using LinkedIn to Deepen Relationships Throughout the Entire Student Lifecycle

Overview

Four Trends Shaping the Future of Education

Three Trends Putting Wind in Our Sails

LinkedIn’s Solutions & Point of View

Platform Insights & Higher Education Research

Partner Case Study

 Chapter 1

  Four Trends Shaping   the Future of Education

Affordability is in the Spotlight

#1

Measuring Outcomes Increasingly Important

#2

Higher Ed Decisions Becoming More Social

45%  of prospective MBA students say word of mouth recommendations are more important than rankings

Carrington Crisp. Tomorrow’s MBA 2014

#1  Friends and family are the top non-school resource when researching b-schools

2014 GMAC Prospective Students Survey

#3

Relationships Matter: Social Impacts Your School’s Visibility

#4

Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013

91% 81%

Increased visibility with customers

Increased loyalty

 Declining interest in MBA

 Shrinking future audience

 Competition has increased

 Cost per inquiries rising

It’s a Challenging World for Education Marketers

 Chapter 2

 Three Trends Putting  Wind in Our Sails

Online Learning is Proliferating Like Never Before

TREND ONE

270k+ Lynda Videos  Supplement curricula

 Promote faculty and staff development

 Support classroom technologies

 Drive student engagement and success

TREND TWO

Technology is Enabling Better Measurement of Student Success

Measurement & Adaptive Learning Are Progressing

Employers Increasingly Working with Education Providers to Develop Curricula

TREND THREE

 Partnering for Graduate Success & Employment

 Chapter 3

  LinkedIn’s Solutions   & Point of View

The LinkedIn Value Proposition for Higher Education: The most effective platform to impact the entire student-professional journey

LinkedIn is the business dashboard for the world’s professionals

Stay Connected Stay Informed Get Hired

 Over 400 million members in over 200 countries and territories.

Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US

USA 122M+

EMEA 127M+

APAC 78M+

LATAM 55M+

Schools Companies Knowledge Skills Members Jobs

The Economic Graph

400M+ 4M+ 3M+ 25K+ 17M+ presentations

1M+ long-form posts

270K+ Lynda videos

 Particularly on professional social networks Students Seek Educational Information Online

LinkedIn survey – US April 2014

86%

54%

53%

49%

39%

38%

32%

22%

22%

Institution Website

Online News Publication

Peers

Professional Social

Brochures

Friends / Family

Email

Trade Events / Open-days

Personal Social Networks

 Professional networks used over 2x more than personal networks

Research Schools

Acquire Knowledge

Develop Profile

Build Network

Connect with Alumni

Internship

Job

Upgrade Skills

Develop Career

Support Causes

LinkedIn Products (Paid & Organic) Support the Entire Student-Professional Journey

LinkedIn Products Support All Major Educational Departments

Admission

Education

Career Services Development

IP/Thought Leadership

Marketing

Educational Institution

The Education Marketing Funnel is Inefficient

SEE AND CLICK ON ADS

CONVERT TO ENROLLMENTS

CONVERT TO LEADS

GRADUATE/COMPLETE THE PROGRAM

ACHIEVE MEANINGFUL EMPLOYMENT

MARKETERS’ FOCUS

LinkedIn Changes the Shape of the Marketing Funnel

MARKETERS’ FOCUS LINKEDIN IMPACT AREA



CONVERT TO LEADS



LinkedIn Leads are More Complete and Qualified




CONVERT TO LEADS



LinkedIn Can Turn Enrollees into Graduates




CONVERT TO LEADS



LinkedIn Products Make Graduates More Successful




CONVERT TO LEADS




Increased Positive Outcomes Makes Future Marketing More Efficient



CONVERT TO LEADS



SUC

CES

SFU

L G

RA

DU

ATES

W

ILL

HEL

P TH

EIR

CA

USE

31

How LinkedIn Helps Higher Education Marketers Today

Reach only the right people

Deliver highly relevant content in the right channel

Acquire new customers

Imagine if the funnel worked like it should

Onsite Display Network Display

Sponsored Updates

Sponsored InMail

Lead Accelerator

Full-funnel analytics & reporting

products that impact every stage of your funnel and get results

The only full-funnel professional platform

Connections

Company Industry

Size

Skills

Gender Education

Geo

Groups

Standardized job titles

Seniority Function

Occupation

Powered by rich first-party data

35

So, what does this allow you to do?

Be Relevant Early InMail 2.0 + Sponsored Updates

Be Everywhere On and Off Desktop

Be Helpful Throughout Outcomes / School Finder

Be Helpful Throughout Alumni Tool

Measure It All

Future Developments

2016 Product Themes

Enhanced targeting through various advancements that allow marketers to show & demonstrate proof of successful outcomes

Expand ways for brands to engage prospects with content both on and off LinkedIn

Strive for simplicity, give marketers access to a holistic view of their LinkedIn programs, and make it easy for them to attribute value.

Make it Easy to Use & Measure Success

Drive Next Level Performance

Extend Program Reach

 Chapter 4

  Platform Insights &   Higher Education Research

1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014

of admissions directors did not meet their 2015

enrollment goals

58%

of all American jobs will require some sort of

education beyond high school by 2018

63%

It’s challenging to convert prospects to students but the value of the degree is still there

How can higher education marketers impact the decision process of today’s

empowered prospect?

?

LinkedIn Survey and Internal Data: August 2015

This deck features U.S. Results 1,627 total respondents including: • 502 MBA / Masters Intenders • 524 MBA / Masters Grads

Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn

Brazil

Australia

India

Germany

UK

France

USA

Canada

Hong Kong

Singapore

Netherlands

South Korea

Japan Spain

Peer groups and professional networks are a significant influence

Millennials are driven by a different mindset than

Gen X

Prospects seek specific content

at each stage

The decision process is exclusive and it’s critical

to make the shortlist

Key Findings

The decision-making process is exclusive

Only 3 schools make the prospects’ shortlist

72% develop their shortlist before reaching out to

a school representative

93% end up enrolling at a school from

their shortlist

Base: MBA and Masters Grads (n=524)

 It’s critical to make the short list

Friends and peers are key influencers

Institution website

Friends/ Peers

Information Sessions

Professional Networks

55%

50%

25%

Professional networks are 3x as influential as personal networks

Professional Networks

Personal Networks 8%

25% 25%

Top influential sources when considering further education

Base: MBA and Masters Intenders (n=502)

Increased earnings drives the higher education decision

26%

32%

48%

48%

54%

Increased confidence in my current job

Develop leadership skills

Passion for learning

The need to up-skill

Seeking a higher salary

Increasing Trend: Skill development to compete in today’s world


Top 5 factors influencing the decision to undertake higher education

Millennials (18-34) Gen X (35-49)

Seek a higher salary Passion for learning

Need to up-skill Need to up-skill

Passion for learning Seek a higher salary

Develop leadership skills Develop leadership skills

 Millennials and GenXers both have a strong passion for learning, but for different reasons

1


2

3

4

1

2

3

4

Top factors influencing decision to undertake higher education

64%

71%

79%

83%

90%

Location of campus

Tuition fees

University reputation (overall)

Program format

Faculty/teacher quality

University Ranking came in 7th


Respondents who intend to undertake a Masters or MBA

When deciding where to study, quality of learning experience is more important than cost

Flexible study options are essential But there are differences by age


48%

41%

33%

26% 24%

Part-Time Local Online Hybrid ( face-to-face and online)

Full-Time Local (in-country)

Full-Time Local (within commuting

distance)

GenXers are 58% more likely to want online study options.

Millennials are 21% more likely to want part-time local study options.

Top types of information sought by intenders in each stage of the higher education decision-making process:

Giving them relevant content at each stage will help keep schools top of mind

AWARENESS DISCOVERY SELECTION

Career Advice

Information on courses and degree programs

Expert commentary and reviews

Staff and lecturer profiles

Alumni profiles/achievements

Institution rankings

Education and industry news


Top types of information sought by intenders in each stage of the higher education decision-making process:

Giving them relevant content at each stage will help keep schools top of mind

AWARENESS DISCOVERY SELECTION


Peer groups and professional networks are a significant influence

Millennials are driven by a different mindset than

Gen X

Prospects seek specific content

at each stage

Key Findings

Implication: Engage early in the

decision process with a relevant content marketing strategy

Implication: Understand the nuances

of your audience and target them with relevant content by decision stage

Implication: Test different types of content for Millennials vs. Gen X that address their different drivers

Implication: Arm alumni and

professional groups with information that is easily shared with prospective

students

The decision-making process is exclusive and making the short list is

critical

57

What insights do you have about audience quality?

“Financial Resilience” of the LinkedIn audience is

very high

“Grit” (or likelihood of perseverance) of the LinkedIn audience is

significantly better

Key Findings

40%

50%

60%

70%

80%

90%

100%

18-34 35-54 55-65 Age

% who “probably” or “certainly” could come up with $2,000 next month for an unexpected need

*Sample size: US Adults = 1,931 (from Lusardi, Schneider & Tufano, 2011), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326.

LinkedIn Members Are More Financially Resilient

3.0

3.2

3.4

3.6

3.8

4.0

4.2

25-34 35-44 45-54 55-64 Age

Mean Grit Score

*Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096. Grit scores based on 8-item grit scale.

LinkedIn Members Also Have Significantly Higher Grit

3.0

3.2

3.4

3.6

3.8

4.0

4.2

25-34 35-44 45-54 55-64 Age

Mean Grit Score

*Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326. Grit scores based on 8-item grit scale.

And For-Profit Intenders Have Significantly Higher Grit

LinkedIn survey – US April 2014

of members are at least considering

further study

49%

LinkedIn members are highly driven to undertake further education

12%

6% 7%

10%

0-6 6-12 12-18 18+

Months

35%

14%

Aren’t sure yet

Likely to undertake future study in the next...

Kellogg Case Study

LinkedIn Paid Social Kellogg Executive Education 2015

KELLOGG EXECUTIVE EDUCATION

Copyright or confidentiality statement. 64

Kellogg Executive Education •  Non-degree program to help senior leaders who may

have gone to business school decades ago keep their skills current.

•  Where executives build dynamic skillsets to stay ahead of market needs.

•  For individuals looking to grow in their careers. •  For leaders looking to grow their people.


Experience and Offerings •  Approximately 50 open-enrollment programs to choose

from, covering leadership, governance, management, strategy, operations, and more.

•  Immersive, collaborative learning environment that balances academic theory with real-world application.

•  Programs range from three days to three weeks. •  Led by globally recognized scholars and award-winning

practitioners. •  Opportunities to engage with industry experts and peers.


Goals and Tactics •  Goals

–  Lead generation (top-of-funnel, allowing us to regularly market via email and other channels)

•  Benefits of LinkedIn –  A targeted market of executives who are already in a

business-and-learning mindset when they find our posts in their feed

–  Traffic to conversion-focused landing pages also allows for fast testing of new concepts

–  Gain in followers is a notable secondary benefit Copyright or confidentiality statement. 67

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Results


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