12. What does marketing look like in 2012 ?
It’s on their terms
The market demands access to information.
They dictate when and where it’s delivered.
13. What does marketing look like in 2012 ?
It’s on their terms
The market demands access to information.
They dictate when and where it’s delivered.
It’s digital
With a huge increase in mobile consumption
46% of Americans own a smart phone – Pew Feb 2012
70% of internet traffic – Comscore 2011
14. What does marketing look like in 2012 ?
It’s on their terms
The market demands access to information.
They dictate when and where it’s delivered.
It’s digital
With a huge increase in mobile consumption
46% of Americans own a smart phone – Pew Feb 2012
70% of internet traffic – Comscore 2011
Your content should be …
Social
Mobile
On Demand
17. Why go social?
Reach market influencers
Deliver timely information
18. Why go social?
Reach market influencers
Deliver timely information
Provide customer service
19. Why go social?
Reach market influencers
Deliver timely information
Provide customer service
Build community
20. Why go social?
Reach market influencers
Deliver timely information
Provide customer service
Build community
Foster loyalty
21. Why go social?
Reach market influencers
Deliver timely information
Provide customer service
Build community
Foster loyalty
Encourage advocacy
25. How do you define Social Media?
Wikipedia - Social media includes web-based and
mobile based technologies which are used to turn
communication into interactive dialogue between
organizations, communities, and individuals.
26. How do you define Social Media?
Wikipedia - Social media includes web-based and
mobile based technologies which are used to turn
communication into interactive dialogue between
organizations, communities, and individuals.
Andreas Kaplan and Michael Haenlein - "a group of
Internet-based applications that build on the
ideological and technological foundations of Web
2.0, and that allow the creation and exchange
of user-generated content." Social media is
ubiquitously accessible, and enabled by scalable
communication techniques.
28. Why pick on students?
Admissions has an emphasis on fit while the
market is demanding authenticity.
29. Why pick on students?
Admissions has an emphasis on fit while the
market is demanding authenticity.
• Peer reviews
30. Why pick on students?
Admissions has an emphasis on fit while the
market is demanding authenticity.
• Peer reviews
• Word of mouth
31. Why pick on students?
Admissions has an emphasis on fit while the
market is demanding authenticity.
• Peer reviews
• Word of mouth
• Predictability
32. Why pick on students?
Admissions has an emphasis on fit while the
market is demanding authenticity.
• Peer reviews
• Word of mouth
• Predictability
Noel-Levitz: “The Communication Expectations
of College-Bound High School Students” 2012
34. How do you recruit the best?
These are not volunteers.
35. How do you recruit the best?
These are not volunteers.
These are rock stars.
36. How do you recruit the best?
These are not volunteers.
These are rock stars.
From the Marist invite letter:
Assist us in our efforts to recruit more talented students like yourself.
If selected, you will act as a Marist student body representative.
…an opportunity to enhance your networking and communication
skills and establish yourself as a leader within the Marist community.
45. Who is a Social Media Ambassador?
Blogger
Tweeter
46. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
47. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
Foursquare tipper
48. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
Foursquare tipper
Flickr photographer
49. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
Foursquare tipper
Flickr photographer
Instagrammer
50. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
Foursquare tipper
Flickr photographer
Instagrammer
Live streamer
51. Who is a Social Media Ambassador?
Blogger
Tweeter
Facebook admin
Foursquare tipper
Flickr photographer
Instagrammer
Live streamer
YouTuber
53. How – Program structures
Size
Highly selective or the more the merrier?
54. How – Program structures
Size
Highly selective or the more the merrier?
Reporting
Who will they report to?
How often will you meet?
55. How – Program structures
Size
Highly selective or the more the merrier?
Reporting
Who will they report to?
How often will you meet?
Resources
What platforms will you target?
What tools are you going to use?
Will you need funding?
Will you offer incentives?
56. How – Program structures
Size
Highly selective or the more the merrier?
Reporting
Who will they report to?
How often will you meet?
Resources
What platforms will you target?
What tools are you going to use?
Will you need funding?
Will you offer incentives?
Analysis
How will you calculate ROI?
57. How – Program structures
Size
Highly selective or the more the merrier?
Reporting
Who will they report to?
How often will you meet?
Resources
What platforms will you target?
What tools are you going to use?
Will you need funding?
Will you offer incentives?
Analysis
How will you calculate ROI?
59. Motivating your team.
Impact on institution
Embrace mission
Influence on ROI
Accountability
60. Motivating your team.
Impact on institution
Embrace mission
Influence on ROI
Accountability
Impact on student goals
Professional growth
Community
61. Motivating your team.
Impact on institution
Embrace mission
Influence on ROI
Accountability
Impact on student goals
Professional growth
Community
Incentives
Pay them
Competitions
Event tickets
67. Returns
The numbers
5 RIT Students YouTube series
Over 34,000 views, 137 subscribers
Compare to 4,600 views, 60 subscribers on RIT
Admissions channel
Marist Fox Tales Blog
72,800 views, 1,353 on busiest day
ROI and Analysis
Is it getting to “Social Media”? With our ambassadors, our two most popular projects are our HS visits and Shadow days…both I think relate to Marketing and students telling the college’s story. \n
Introductions\n
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Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
Marketing is not safe anymore. Advertising has an element of safety because it is a controlled message to a selected audience. Today’s market is going to dictate when, where, and how your message is delivered to them. An overwhelming percentage of this message consumption is digital and digital is not going away - its moving faster as content is becoming more accessible through mobile devices. Today - when you are delivering important messaging your content should be...\n\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
OK - so we understand where marketing is in 2012, but let’s back up and talk a little about the scope of social marketing. Not social media - we’ll get there. \n\nINFLUENCERS - School counselors, Parents, Community members, Alumni, current students! - genuine, trusted, authentic communication to your market at a low cost. Today content delivered to us by influencers and the messages are less controlled, so consider press releases, citizen journalists and bloggers to be your greatest weapons.\nTIMELY - Time action triad, funnel, CUSTOMER SERVICE - in the public domain, COMMUNITY - two way communication, LOYALTY - engage with brand, swag, EVERYONE is an ADVOCATE\n
Before we jump into social media... Who can finish this statement?\n
Use social media tools, don’t be a social media tool.You have to have your enrollment goals in front of you in order to be effective. \n
This presentation is about …. \nI think it is important to emphasize the “Interactive” and “Communication” descriptions. It sounds 101, but I think a lot of people use social media to “push” information, not foster an interactive environment. \n
This presentation is about …. \nI think it is important to emphasize the “Interactive” and “Communication” descriptions. It sounds 101, but I think a lot of people use social media to “push” information, not foster an interactive environment. \n
In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
In the survey of HS juniors, seniors, and parents, they rated various recruit activities influenced their enrollment decisions. All respondents rated tour as most influential activity when choosing schools to apply to. \n
Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
Resources: Marist Letter, RIT job description, RIT interview process\n\n"As Marist continues to grow in popularity, your participation in the Ambassador Program will greatly assist us in our efforts to recruit more talented and diverse students like yourself."\n\n\n"Congratulations! Based on your outstanding achievements in high school and strong leadership qualities, you have been identified as a candidate for the Marist College Ambassador Program. If selected, you will act as a Marist Student Body representative. It also affords you the opportunity to enhance your networking and communication skills, become a member of our Tour Guide Program, and establish yourself as a leader within the Marist community."\n
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Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
Understand your enrollment goals, then deliver content to support them.\n Start with free services\n
Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
Professional development for future jobs, but also promotion opportunities. Set up metrics, then share those metrics with students. \n
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Aggregating content. Do not market out your work until you have a solid foundation of content. We often run a campaign for months before we let anyone know we are doing so. \n\nIf you have engaging content, people will begin to find you. They will talk about you. They will share what they have found with other. \n\nOnce that begins to happen, then start marketing and let other know about the work you are doing. \n