Social Media Marketing

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Recruitment Marketing and Social Media: Recruitment Marketing and Social Media: the World is Out of Controlthe World is Out of Control

National Council for Marketing and National Council for Marketing and Public Relations – District IVPublic Relations – District IV

Jackson Hole, WyomingJackson Hole, WyomingOctober 21, 2008October 21, 2008


““Universities look to new media as a Universities look to new media as a way to target prospective students”way to target prospective students”

http://www.statesman.com/news/content/news/stories/local/http://www.statesman.com/news/content/news/stories/local/09/24/0924collegeads.html09/24/0924collegeads.html

Is the social media now a regular part of an integrated Is the social media now a regular part of an integrated marketing campaign?marketing campaign?

Or just something that happens?Or just something that happens?

Can it be both?Can it be both?


What we’re talking about todayWhat we’re talking about today……

Web 2.0… the end of organizational controlWeb 2.0… the end of organizational control– BlogsBlogs– Social networks… MySpace, Facebook and moreSocial networks… MySpace, Facebook and more– Wikis… WikipediaWikis… Wikipedia– Videos… YouTubeVideos… YouTube– Product reviews… Rate My ProfessorProduct reviews… Rate My Professor

““User generated” content you can’t controlUser generated” content you can’t controlDo you… Do you… – Hide in a cave? Hide in a cave? – Join the advance of civilization?Join the advance of civilization?


Who uses social networking sites?Who uses social networking sites?

Just about everybody…Just about everybody…– Fastest growing group is in their 30s and 40s and Fastest growing group is in their 30s and 40s and

moremore

Where are they online?Where are they online?– MySpace and Facebook MySpace and Facebook – YouTubeYouTube– WikipediaWikipedia

Smaller, specialized sites are becoming more Smaller, specialized sites are becoming more popularpopular


What Noel-Levitz research says…What Noel-Levitz research says…

Mixed marketing signals…Mixed marketing signals…– High school students are receptive to college sites on High school students are receptive to college sites on

MySpace & Facebook that present factual information MySpace & Facebook that present factual information about a college… about a college… 61 percent61 percent

– Students are less receptive to advertising on social Students are less receptive to advertising on social network sites… network sites… 53 percent53 percent

– Social network sites from admissions counselors to Social network sites from admissions counselors to recruit interested students… recruit interested students… 56 percent56 percent


What Noel-Levitz research says…What Noel-Levitz research says…

Results from 2-year college prospects are about Results from 2-year college prospects are about the same as results from 4-year college the same as results from 4-year college prospectsprospects

Students enrolling at 2-year colleges would…Students enrolling at 2-year colleges would…– Use a financial aid estimator… 88 percentUse a financial aid estimator… 88 percent– Use a tuition cost calculator… 85 percentUse a tuition cost calculator… 85 percent– Read a faculty blog… 64 percentRead a faculty blog… 64 percent– Read a student blog… 61 percentRead a student blog… 61 percent


An observation on the research…An observation on the research…

People visit websites for very basic information:People visit websites for very basic information:– What academic programs do you offer?What academic programs do you offer?– Who goes to your school?Who goes to your school?– What does it cost?What does it cost?– What success do your students have?What success do your students have?

Most important marketing goal is a website that Most important marketing goal is a website that provides this informationprovides this informationSocial networking sites can…Social networking sites can…– Provide the basic information that people wantProvide the basic information that people want– Allow people contact with real students at your schoolAllow people contact with real students at your school– Be a friendlier place than “official” websitesBe a friendlier place than “official” websites


Your “official” website… present and futureYour “official” website… present and future

Still your most important online spaceStill your most important online spaceBut would benefit from copying some of the less But would benefit from copying some of the less formal, more personal features of social formal, more personal features of social networking sitesnetworking sitesIn the future… distinctions in style and In the future… distinctions in style and substance between “official” websites and social substance between “official” websites and social networking sites will decreasenetworking sites will decreaseStart this by creating an internal social Start this by creating an internal social networking sitenetworking site– Use analytics to measure where time is spentUse analytics to measure where time is spent


Some things you can’t control…Some things you can’t control…


Tyler Junior College… Rate the profsTyler Junior College… Rate the profs


Some things you can influence…Some things you can influence…


Your Wikipedia entry… Your Wikipedia entry… http://en.wikipedia.org/wiki/Community_College_of_Denverhttp://en.wikipedia.org/wiki/Community_College_of_Denver


Sometimes you take your chances…Sometimes you take your chances…


Austin Community College… YouTubeAustin Community College… YouTube


Amarillo College… FacebookAmarillo College… Facebook


Prediction: Prediction: Internal social networking sites will Internal social networking sites will

increase…increase…

Interest in social networking around topics of Interest in social networking around topics of common interest is growing…common interest is growing…

Colleges can take advantage of thisColleges can take advantage of this


2-year colleges… 2-year colleges… An internal example on the official websiteAn internal example on the official website

Social networking sites can integrate Social networking sites can integrate online communication features…online communication features…

Interactivity andInteractivity andUser-generated contentUser-generated content


Edmonds Community College…Edmonds Community College…http://edmondscc.ning.com/http://edmondscc.ning.com/


Polls, feature story, links to regular site…Polls, feature story, links to regular site…


Forums, comments, and video…Forums, comments, and video…


Blogs…Blogs…


News items… in secondary positionNews items… in secondary position


Access is controlled and used to gather Access is controlled and used to gather marketing information…marketing information…


2-year colleges…2-year colleges…An external example at Amarillo CollegeAn external example at Amarillo College

Facebook…Facebook…MySpace…MySpace…YouTube…YouTube…

TwitterTwitter


MySpace for higher education…MySpace for higher education…http://www.myspace.com/collegesanduniversitieshttp://www.myspace.com/collegesanduniversities


October MySpace site of the month…October MySpace site of the month…


MySpace links to YouTube…MySpace links to YouTube…http://www.youtube.com/amarillocollegehttp://www.youtube.com/amarillocollege


MySpace links to Twitter…MySpace links to Twitter…http://twitter.com/amarillocollegehttp://twitter.com/amarillocollege


Twitter links to MySpace, YouTube, Twitter links to MySpace, YouTube, Facebook…Facebook…


Facebook links to MySpace, YouTube, Facebook links to MySpace, YouTube, Twitter…Twitter…


A very important reminder…A very important reminder…

Tell people where you are…Tell people where you are…

Link to your social network sites from Link to your social network sites from your official siteyour official site


Ohio State University…Ohio State University…http://www.osu.edu/features/2008/socialmedia/?feature=socialmedia&yr=2008http://www.osu.edu/features/2008/socialmedia/?feature=socialmedia&yr=2008


The final notes…The final notes…

Social networking should be a part of your Social networking should be a part of your future marketing plansfuture marketing plansYou have to be comfortable with losing You have to be comfortable with losing some control over what’s said about you some control over what’s said about you online… and what people are likely to findonline… and what people are likely to find– You can influence, you can’t controlYou can influence, you can’t control

Give serious thought to creating a social Give serious thought to creating a social networking experience on your own networking experience on your own website… open to everyonewebsite… open to everyone


To continue after today’s presentation…To continue after today’s presentation…


Good source for new news…Good source for new news…http://www.diosacommunications.com/highereducation.htmhttp://www.diosacommunications.com/highereducation.htm


Ongoing research…Ongoing research…


Create your own… or hire outCreate your own… or hire outhttp://www.ning.com/......http://www.ning.com/...... http://www.targetx.com/network/index.html http://www.targetx.com/network/index.html


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, LLC226 Chauncey Court226 Chauncey CourtMarshall, 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

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Social Media Marketing