Let’s Get Social!
Brian Wm. Niles, CEO
wherethehellismatt.com
Let’s Get Social!
Brian Wm. Niles, CEO
knowledgecenter.targetx.com
/groups/nagapinstitute/
Interactive Recruiting Solutions
Student Recruitment Manager (CRM)
Email, Blogs, Social Networks
Search Campaigns...
IM & SMS
Blogs/Diaries
Facebook & MySpace
Podcasts, Videos & Photos
Twitter
Second Life
Millennials +
the Internet =
_________
???
GI Generation (84-107)
Silent Generation (66-83)
Baby-Boomers (48-65)
Generation X (27-47)
Millennials (5-26)
...
Traditional Recruiting
Direct Mail Search Campaigns
Letter Series-Based Communication Plans
Viewbooks, Roa...
My Favorite Excuses
“I need a nicer brochure.”
“Let’s put an ad in the paper.”
“Email doesn’t work anymore.”
It’s all “talk at”
marketing.
Web 2.0
Sharing & Connecting
Web 2.0 is about making connections & sharing
Thoughts. Pictures. Videos. Places. Products.
Think this way:
1.0 = passive
2.0 = active
The web is more like a conversation
than a library.
Top 10 Web Sites Ages 17-25
Youth Trends and eMarketer.com, October 2006
...
Generational Online Activity Differences
100
75
50
25
0
12-17 18-28 29-40 ...
100%
Adults with a
Social Networking
80%
...
It’s about people’s desire to
connect with each other.
89%
Use Their Online Profile to Keep Up with Friends
Pew Internet and American Life, January 2009
Today, you must
“talk with.”
Consumer
Attitudes
64%
Believe Advertising is “Dishonest” or “Unrealistic”
Consumers 18-65 years old, Ad Age 2006
Brand Confusion
Coke vs. Pepsi
Apple vs. Microsoft
Brand Clarity
“for the working professional”
Marketing Immunity
3,000-5,000 Daily Messages
Building Brand Recognition
Hasn’t Been Harder
Quality.
No Longer Differentiates
Difficult to Define in Higher Education
Everyone Looks the Same
Colleges not being true to themselves (inauthentic)
A “me-too” product development philosophy
...
Commodity
anything for which there is demand, but which is supplied
without qualitative differentiation across a market
Stories not Stats.
People not Programs.
75%
Students Spend Researching Colleges Online
Harris Interactive, 2004
84%
Use the College’s Website Most Heavily in their Research
Eduventures, 2007
99%
Join Facebook Groups Before Arriving on Campus
Amherst College IT Study, 2008
Graduate Students: College Website Activity Discrepancies
Activity ...
64%
Prefer Website vs. Brochures
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
63%
Prefer Email vs. Direct Mail
E-Expectations: Graduate Edition, Noel-Nevitz, 2007
71%
of Prospective Graduate Students use Instant Messaging
E-Expectations: Graduate Edition, Noel-Nevit...
Medium Choices of Teens
Pew Internet & American Life Project, Teens and Technology, July 2005
...
Takeaway
Preference for Electronic Communication
Want Details on Cost and Financial Aid - EARLIER
Desire to Connect...
Recruiting 2.0
You are no longer in control of the conversation.
who, when & how
Retention begins with being
authentic in recruiting.
So where do you start?
10 Minute Break
You didn’t earn the
knowledge for
yourselves.
They didn’t stop to
think if they should.
What’s your objective?
Listening
Learning
Speaking
Energizing
Supporting
Embr...
Are you listening?
Prospects, applicants, current students and alumni
are already talking about you online.
Technorati (blog search)
YouTube search
Are you learning?
To better understand social networking,
you have to experience it.
Are U Ready?
IM & SMS
Blogs/Diaries
Facebook & MySpace
Podcasts, Videos & Photos
Twitter
Second Life
Instant Messaging
Blogs
Facebook
Twitter
Instant Messaging
Real-time text-based communication
Can now also be audio or video conversations
Benefits
Compared to Email ... it’s realtime (synchronous)
Compared to the Phone ... it’s text only
Compared to a...
Excuse
“If I turn on my IM client and give my screen
name out to others, I’m just going to be
interrupted al...
Response
If your phone keeps ringing (interrupting
your day), would you not answer it?
Personal Tips
Get an AIM Screen Name (aim.com)
Download the AIM application (it’s free)
Get screen names of friends...
Professional Tips
Make it an available option
It’s an Opportunity, not a Disruption
Use away message (include ...
Blogs
Online site where an individual posts regular entries on
a topic and where readers may comment on entries.
Benefits
Great example of story-telling possibilities
Low-cost means of distributing thoughts and ideas
Web-bas...
Personal Tips
Start your own blog! A personal topic of interest
Go to blogger.com to create a free blog account
Start...
Professional Tips
Great way to tell stories (not stats)
Get students to tell their stories about your program
...
Facebook
The most popular social networking site
and 5th most popular site on the Internet.
Benefits
Display your interests, opinions, thoughts
Network and connect with friends and colleagues
Share links, p...
Personal Tips
Get a free Facebook account (facebook.com)
Post as much personal information you want
Look for friends and ...
Professional Tips
Create a “Page” for your program (information)
Create a “Group” for your program (connecting)
Invite p...
Twitter
Free micro-blogging and
social networking service
Benefits
Free, quick, easy.
Limited to only 140 characters per post
Networking by “following” other...
Personal Tips
Create a free Twitter account
Use your name (twitter.com)
“Follow” others that interest y...
Professional Tips
Create a Twitter account for your program
Post news, events and program status items
Invite prospectiv...
Others to Consider
Podcasts and Video
If u do 1 thing
50/90%
of Non-profit Institutions Follow-up with Prospect within a Month
(90% of For-profit institutions do...
Final Thoughts.
Today the most important conversation
is not the marketing monologue but
the dialogue between your audience.
Let go.
Remember, you’re not in control.
Remember, they don’t trust marketers.
Remember, they are talking a...
Change Agents
Don’t lead change because it makes sense.
Lead change because you believe you
must get ahead of an appr...
Brian’s Bookshelf
Brian’s Podcasts
knowledgecenter.targetx.com
/groups/nagapinstitute/
Let’s Get Social!
Brian Wm. Niles, CEO
NAGAP Winter Institute
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NAGAP Winter Institute

Published on: Mar 3, 2016
Published in: Education      Technology      
Source: www.slideshare.net


Transcripts - NAGAP Winter Institute

  • 1. Let’s Get Social! Brian Wm. Niles, CEO
  • 2. wherethehellismatt.com
  • 3. Let’s Get Social! Brian Wm. Niles, CEO
  • 4. knowledgecenter.targetx.com /groups/nagapinstitute/
  • 5. Interactive Recruiting Solutions Student Recruitment Manager (CRM) Email, Blogs, Social Networks Search Campaigns, Campus Visits
  • 6. IM & SMS Blogs/Diaries Facebook & MySpace Podcasts, Videos & Photos Twitter Second Life
  • 7. Millennials + the Internet = _________ ???
  • 8. GI Generation (84-107) Silent Generation (66-83) Baby-Boomers (48-65) Generation X (27-47) Millennials (5-26) New Silent Generation (0-4)
  • 9. Traditional Recruiting Direct Mail Search Campaigns Letter Series-Based Communication Plans Viewbooks, Roadpieces, Program Brochures Outdoor Advertising, Newspaper Ads, Radio Spots Large Open Houses, Info Sessions and Group Tours Company Visits & College/Graduate Fairs
  • 10. My Favorite Excuses “I need a nicer brochure.” “Let’s put an ad in the paper.” “Email doesn’t work anymore.”
  • 11. It’s all “talk at” marketing.
  • 12. Web 2.0
  • 13. Sharing & Connecting Web 2.0 is about making connections & sharing Thoughts. Pictures. Videos. Places. Products.
  • 14. Think this way: 1.0 = passive 2.0 = active The web is more like a conversation than a library.
  • 15. Top 10 Web Sites Ages 17-25 Youth Trends and eMarketer.com, October 2006 Females Males Facebook MySpace Google Yahoo YouTube iTunes Flickr eBay ESPN
  • 16. Generational Online Activity Differences 100 75 50 25 0 12-17 18-28 29-40 41-50 51-59 60-69 70+ Send Email Instant Message Research a School Text Message Read Blogs Pew Internet and American Life, 2005
  • 17. 100% Adults with a Social Networking 80% Profile Pew Internet and American Life, January 2009 60% 40% 20% 18-24 25-34 35-44 45-54 55-64 65 and Older
  • 18. It’s about people’s desire to connect with each other.
  • 19. 89% Use Their Online Profile to Keep Up with Friends Pew Internet and American Life, January 2009
  • 20. Today, you must “talk with.”
  • 21. Consumer Attitudes
  • 22. 64% Believe Advertising is “Dishonest” or “Unrealistic” Consumers 18-65 years old, Ad Age 2006
  • 23. Brand Confusion Coke vs. Pepsi Apple vs. Microsoft
  • 24. Brand Clarity “for the working professional”
  • 25. Marketing Immunity 3,000-5,000 Daily Messages
  • 26. Building Brand Recognition Hasn’t Been Harder
  • 27. Quality. No Longer Differentiates Difficult to Define in Higher Education
  • 28. Everyone Looks the Same Colleges not being true to themselves (inauthentic) A “me-too” product development philosophy Leadership not providing clear vision
  • 29. Commodity anything for which there is demand, but which is supplied without qualitative differentiation across a market
  • 30. Stories not Stats. People not Programs.
  • 31. 75% Students Spend Researching Colleges Online Harris Interactive, 2004
  • 32. 84% Use the College’s Website Most Heavily in their Research Eduventures, 2007
  • 33. 99% Join Facebook Groups Before Arriving on Campus Amherst College IT Study, 2008
  • 34. Graduate Students: College Website Activity Discrepancies Activity Do Want Financial Aid Estimator 27% 93% Request Campus Visit 18% 80% Completed RSVP Form 20% 77% Emailed Current Student 13% 71% Read Faculty Blog 16% 72% IM with Admissions 13% 68% Read Student Blog 19% 66% Downloaded Podcast 6% 41% Downloaded Video Podcast 6% 38% Online Chat Event 11% 35% E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 35. 64% Prefer Website vs. Brochures E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 36. 63% Prefer Email vs. Direct Mail E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 37. 71% of Prospective Graduate Students use Instant Messaging E-Expectations: Graduate Edition, Noel-Nevitz, 2007
  • 38. Medium Choices of Teens Pew Internet & American Life Project, Teens and Technology, July 2005 What We Use to Talk Email to “Old People” Casual Written IM Conversations with SMS Friends
  • 39. Takeaway Preference for Electronic Communication Want Details on Cost and Financial Aid - EARLIER Desire to Connect with Students and Faculty Use “New” Communication Tools (Blog & IM)
  • 40. Recruiting 2.0 You are no longer in control of the conversation. who, when & how
  • 41. Retention begins with being authentic in recruiting.
  • 42. So where do you start?
  • 43. 10 Minute Break
  • 44. You didn’t earn the knowledge for yourselves.
  • 45. They didn’t stop to think if they should.
  • 46. What’s your objective? Listening Learning Speaking Energizing Supporting Embracing
  • 47. Are you listening? Prospects, applicants, current students and alumni are already talking about you online.
  • 48. Technorati (blog search)
  • 49. YouTube search
  • 50. Are you learning? To better understand social networking, you have to experience it.
  • 51. Are U Ready?
  • 52. IM & SMS Blogs/Diaries Facebook & MySpace Podcasts, Videos & Photos Twitter Second Life
  • 53. Instant Messaging Blogs Facebook Twitter
  • 54. Instant Messaging Real-time text-based communication Can now also be audio or video conversations
  • 55. Benefits Compared to Email ... it’s realtime (synchronous) Compared to the Phone ... it’s text only Compared to a Letter ... it’s very short Compared to In-Person ... location doesn’t matter
  • 56. Excuse “If I turn on my IM client and give my screen name out to others, I’m just going to be interrupted all day.”
  • 57. Response If your phone keeps ringing (interrupting your day), would you not answer it?
  • 58. Personal Tips Get an AIM Screen Name (aim.com) Download the AIM application (it’s free) Get screen names of friends, family, colleagues Start an IM chat to learn the system Learn acronyms (imacronyms.com)
  • 59. Professional Tips Make it an available option It’s an Opportunity, not a Disruption Use away message (include email address) Promote screen name (bcards, website, etc.)
  • 60. Blogs Online site where an individual posts regular entries on a topic and where readers may comment on entries.
  • 61. Benefits Great example of story-telling possibilities Low-cost means of distributing thoughts and ideas Web-based - no software to install
  • 62. Personal Tips Start your own blog! A personal topic of interest Go to blogger.com to create a free blog account Start posting entries that interest you Doesn’t matter how long or how short Submit it to Technorati.com to be indexed
  • 63. Professional Tips Great way to tell stories (not stats) Get students to tell their stories about your program Integrate it into your publications Promote it on your website Keep posts reasonably short (don’t ramble)
  • 64. Facebook The most popular social networking site and 5th most popular site on the Internet.
  • 65. Benefits Display your interests, opinions, thoughts Network and connect with friends and colleagues Share links, photos, videos, ideas, etc. Connect with people of similar interests
  • 66. Personal Tips Get a free Facebook account (facebook.com) Post as much personal information you want Look for friends and colleagues to “friend” Add “applications” to enhance Facebook Join groups with interests you share
  • 67. Professional Tips Create a “Page” for your program (information) Create a “Group” for your program (connecting) Invite prospective students to join the group Start with an admitted student’s group Don’t control - invite & participate!
  • 68. Twitter Free micro-blogging and social networking service
  • 69. Benefits Free, quick, easy. Limited to only 140 characters per post Networking by “following” others and being followed
  • 70. Personal Tips Create a free Twitter account Use your name (twitter.com) “Follow” others that interest you Post items or links that interest you Connect to Facebook status with application
  • 71. Professional Tips Create a Twitter account for your program Post news, events and program status items Invite prospective & current students to follow Post as often as you can - won’t be intrusive
  • 72. Others to Consider Podcasts and Video
  • 73. If u do 1 thing
  • 74. 50/90% of Non-profit Institutions Follow-up with Prospect within a Month (90% of For-profit institutions do so) Eduventures, 2006
  • 75. Final Thoughts.
  • 76. Today the most important conversation is not the marketing monologue but the dialogue between your audience.
  • 77. Let go. Remember, you’re not in control. Remember, they don’t trust marketers. Remember, they are talking about you anyways. Remember, they want to figure out the truth. Remember, their parents are talking about you too.
  • 78. Change Agents Don’t lead change because it makes sense. Lead change because you believe you must get ahead of an approaching “discontinuity” in order to survive. Jack and Suzy Welch, BusinessWeek, October 2008
  • 79. Brian’s Bookshelf
  • 80. Brian’s Podcasts
  • 81. knowledgecenter.targetx.com /groups/nagapinstitute/
  • 82. Let’s Get Social! Brian Wm. Niles, CEO