Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11
Integrating Social Media & MobileIntegrating Social Media & Mobile
Marketing into Recruitment StrategyMarketing into Recruitment Strategy
Marketing Online ProgramsMarketing Online Programs
October 28-29, 2010October 28-29, 2010
Washington, D.C.Washington, D.C.

Part I: Social MediaPart I: Social Media
Connecting like-minded people withConnecting like-minded people with
current events and stories…current events and stories…

Bob Johnson Consulting, LLC 3
The social media “Groundswell”…The social media “Groundswell”…
““A social trend in which people use technologyA social trend in which people use technology
to get the things they need from each other,to get the things they need from each other,
rather than from traditional institutions likerather than from traditional institutions like
corporations.”corporations.”
Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008
What’s in the Groundswell…What’s in the Groundswell…
– FacebookFacebook
– YouTubeYouTube
– LinkedInLinkedIn
– WikipediaWikipedia
– Rate My ProfessorRate My Professor
– And a host of other sitesAnd a host of other sites

Online adults in the United States…Online adults in the United States…
Data from Forrester Research Technographics® surveys, 2010Data from Forrester Research Technographics® surveys, 2010
How people use social media…How people use social media…
– Creators………………. 23%Creators………………. 23%
– Conversationalists…… 31%Conversationalists…… 31%
– Critics………………….. 33%Critics………………….. 33%
– Collectors……………… 19%Collectors……………… 19%
– Joiners…………………. 59%Joiners…………………. 59%
– Spectators……………... 69%Spectators……………... 69%
– Inactives………………... 19%Inactives………………... 19%
Groups overlap… thus the high total percentGroups overlap… thus the high total percent

Social Media traffic… October 2, 2010Social Media traffic… October 2, 2010
http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php
1. Facebook……………62.15%1. Facebook……………62.15%
2. YouTube…………….16.79%2. YouTube…………….16.79%
3. MySpace……………...5.91%3. MySpace……………...5.91%
4. Twitter…………………1.06%4. Twitter…………………1.06%
5. Yahoo! Answers……… .86%5. Yahoo! Answers……… .86%
11. LinkedIn……………… .25%11. LinkedIn……………… .25%

Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?
Yes… an indirect oneYes… an indirect one
– Social media allow potential students to listenSocial media allow potential students to listen
to people talk about their experience with youto people talk about their experience with you
– Social media allows people to ask questionsSocial media allows people to ask questions
about the value of your degree and getabout the value of your degree and get
“experience answers” from your students“experience answers” from your students
– Monitor and influence social mediaMonitor and influence social media
discussionsdiscussions

To make social media work…To make social media work…
Clear responsibility to someone…Clear responsibility to someone…
Update frequentlyUpdate frequently
Monitor what’s happeningMonitor what’s happening
Beware of censorshipBeware of censorship
Prominent links from official websiteProminent links from official website
Monthly activity reportsMonthly activity reports
– Participation rateParticipation rate
– Topics of interestTopics of interest

Case Study:Case Study:
University of PhoenixUniversity of Phoenix
Build online communities that allow current andBuild online communities that allow current and
future students to…future students to…
““interact, keep up with and explore the world ofinteract, keep up with and explore the world of
University of Phoenix.”University of Phoenix.”

From a home page link…From a home page link…
http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html

The primary page… 55,585 liking itThe primary page… 55,585 liking it

Active, critical “Discussions” page…Active, critical “Discussions” page…

Complaints about faculty… OKComplaints about faculty… OK

Complaints about financial aid… OKComplaints about financial aid… OK

YouTube: 2,192 subscribers, 569YouTube: 2,192 subscribers, 569
friends…friends…

LinkedIn for alumni… 7,973 membersLinkedIn for alumni… 7,973 members

Other examples...Other examples...
Ball State UniversityBall State University
Northcentral UniversityNorthcentral University
Walden UniversityWalden University

Ball State FB for Online StudentsBall State FB for Online Students
http://www.facebook.com/ballstateonlinehttp://www.facebook.com/ballstateonline

Activate “Discussions”…Activate “Discussions”…

Let discussions run free…Let discussions run free…
http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?
uid=6514736316&topic=4715uid=6514736316&topic=4715

Monitor & reply in 24 hours…Monitor & reply in 24 hours…
http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?
uid=6514736316&topic=15129uid=6514736316&topic=15129

Create a YouTube presence…Create a YouTube presence…
http://www.youtube.com/northcentralunivhttp://www.youtube.com/northcentraluniv

Stay up to date…Stay up to date…

Forrester blogs…Forrester blogs…
http://blogs.forrester.com/category/social_media_marketinghttp://blogs.forrester.com/category/social_media_marketing

Pew Internet research reports…Pew Internet research reports…
http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-
Websites.aspxWebsites.aspx

Part II: Mobile MarketingPart II: Mobile Marketing
Instant access…Instant access…
All the time, from anywhereAll the time, from anywhere

How small will things get?How small will things get?
http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP

Key Strategy Question:Key Strategy Question:
Why should I put scarceWhy should I put scarce
resources into mobileresources into mobile
marketing?marketing?

The answer…The answer…
Website experienceWebsite experience
shapes brand perception…shapes brand perception…

Growing expectation…Growing expectation…
A “mobile friendly” websiteA “mobile friendly” website

Tales from the ResearchTales from the Research
Pew Internet & American Life ProjectPew Internet & American Life Project
““Mobile Access 2010”Mobile Access 2010”
http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D

Mobile phone use, 2009 to 2010Mobile phone use, 2009 to 2010
80% of adults (18+) own mobile phones in80% of adults (18+) own mobile phones in
2010… no change from 20092010… no change from 2009
– Take a picture….Take a picture…. 66 to 76%66 to 76%
– Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72%
– Send & receive email…Send & receive email… 25 to 34%25 to 34%
– Access the Internet…Access the Internet… 25 to 38%25 to 38%
– Send & receive instant messages…Send & receive instant messages…20 to 30%20 to 30%
– Record video…Record video… 19 to 34%19 to 34%

““Young adults” 18 to 29…Young adults” 18 to 29…
Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…
– Send/receive text messages…Send/receive text messages… 95%95%
– Take a photo..Take a photo.. 93%93%
– Access Internet…Access Internet… 65%65%
– Send/receive email…Send/receive email… 52%52%
– Use social networking site…Use social networking site… 48%48%
Still low…Still low…
– Purchased a product…Purchased a product… 20%20%

Tales from the ResearchTales from the Research
““Mobile User Experience Is Miserable”Mobile User Experience Is Miserable”
Jakob Nielsen: July 2009 AlertboxJakob Nielsen: July 2009 Alertbox
http://bit.ly/2LgE4jhttp://bit.ly/2LgE4j

Main mobile problems…Main mobile problems…
4 major problems4 major problems
– Small screensSmall screens
– Awkward inputAwkward input
– Slow downloadsSlow downloads
– Poor design for mobilePoor design for mobile

Reason for optimism…Reason for optimism…
Task success was higher at sitesTask success was higher at sites
designed for mobile access…designed for mobile access…
– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”
– 53% task completion at regular websites53% task completion at regular websites
Larger screen = more successLarger screen = more success
– Regular cell phones… 38% successRegular cell phones… 38% success
– Regular smartphones… 55% successRegular smartphones… 55% success
– Touch screen phones… 75% successTouch screen phones… 75% success◄◄

State of Mobile MarketingState of Mobile Marketing
Best uses for “mobile”…Best uses for “mobile”…
Your regular website is not obsoleteYour regular website is not obsolete

Mobile tasks: recruitmentMobile tasks: recruitment
Find academic program listFind academic program list
Register for a campus visitRegister for a campus visit
Inquire about enrollment… if simpleInquire about enrollment… if simple
Check application statusCheck application status
Pay an enrollment depositPay an enrollment deposit

Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website
Mobile AppMobile App
– Different apps forDifferent apps for
different devicesdifferent devices
– How will peopleHow will people
find your app?find your app?
– Not easy to updateNot easy to update
– HigherHigher
performanceperformance
possible/Easier usepossible/Easier use
Mobile WebsiteMobile Website
– Access from anyAccess from any
mobile devicemobile device
– Can find usingCan find using
“search”“search”
– Easy to updateEasy to update
– Will perform as wellWill perform as well
as you build it/Notas you build it/Not
great right nowgreat right now

Make things easy in mobile…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 won’t 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…The NY Times on mobile…

Build a new mobile site?Build a new mobile site?
““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon.
– “…“… the mobile context is so differentthe mobile context is so different
from the desktop one it deserves directfrom the desktop one it deserves direct
consideration vs. justconsideration vs. just mangling downmangling down aa
full-size site.”full-size site.”
Drew Stevenson, University of Minnesota,Drew Stevenson, University of Minnesota,
20102010

Mobile Marketing in HigherMobile Marketing in Higher
EducationEducation
Kettering UniversityKettering University
College of CharlestonCollege of Charleston

The first image… while it loadsThe first image… while it loads

At the site… brand imprintAt the site… brand imprint

Ready to inquire?… one stepReady to inquire?… one step

Immediate email response…Immediate email response…

A task-oriented home page…A task-oriented home page…

No “finger flicking” here…No “finger flicking” here…

Easy to scan academic majors…Easy to scan academic majors…

Clean, simple program page…Clean, simple program page…

Mobile access to your website…Mobile access to your website…

Texting…Texting…
Ongoing communication for thoseOngoing communication for those
who opt-in to receive itwho opt-in to receive it
– Recruitment eventsRecruitment events
– Important news updatesImportant news updates
Rules similar to email:Rules similar to email:
– Must opt-inMust opt-in
– Easy to opt-outEasy to opt-out

Building a database: RecruitmentBuilding a database: Recruitment
http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates

A short summary…A short summary…
Strategy: prepare now to give futureStrategy: prepare now to give future
students mobile accessstudents mobile access
– Identify key tasks for future students that areIdentify key tasks for future students that are
“mobile friendly.”“mobile friendly.”
– Use analytics to monitor rise of mobile accessUse analytics to monitor rise of mobile access
– Give resource priority to mobile site overGive resource priority to mobile site over
mobile apps if you mustmobile apps if you must
Ability in mobile will influence perceptionAbility in mobile will influence perception
of your brandof your brand

Stay up to date…Stay up to date…

Mobile Marketing Association…Mobile Marketing Association…
http://mmaglobal.com/policieshttp://mmaglobal.com/policies

Mobile Marketing HandbookMobile Marketing Handbook
http://www.mobilemarketinghandbook.com/http://www.mobilemarketinghandbook.com/

Mobile MarketerMobile Marketer
http://www.mobilemarketer.com/http://www.mobilemarketer.com/

Mobile in Higher Ed blogMobile in Higher Ed blog
http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/

Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…
http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/

Thank You!Thank You!
Bob Johnson, Ph.D.Bob Johnson, Ph.D.
PresidentPresident
Bob Johnson Consulting, LLCBob Johnson Consulting, LLC
Marshall, MI 49068Marshall, MI 49068
248.766.6425248.766.6425
bob@bobjohnsonconsulting.combob@bobjohnsonconsulting.com
Customer Carewords Website ResearchCustomer Carewords Website Research
www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com

Integrating Social Media and Mobile Marketing into Recruitment Strategy

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