6. SUCCESS - LINKEDIN
Skidmore College Career Connections: 3,358 members
LinkedIn Members
LinkedIn groups for:
May-12 3,358
Apr-12 3,325
Academic Departments (Management & Business, Art
Mar-12 3,231
History, Psychology & Neuroscience, etc.)
Feb-12 3,140
Athletics (Hockey Alumni, FOSA)
Jan-12 2,984
Dec-11 2,850
Opportunity Program Students
Nov-11 2,809
MCAN (Multi-cultural alumni network) 2,744
Oct-11
Sep-11 2,656 Members
Skidmore Business Network (subgroups for NYC, Boston, San
Aug-11 2,624
Francisco, New Haven, Chicago)
Jul-11 2,601
Jun-11 2,581
May-11 2,541
Apr-11 2,467
Mar-11 2,392
Feb-11 2,318
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000
7. IN ACTION – 501 DONOR CHALLENGE
Goal: increase young alumni engagement
Challenge: get 501 donors on 5/01 for $50,000
Strategy: no direct mail; all online and social media, started
marketing one week prior to 5/01
Results
Reached 501 donors by 2:00 p.m. on 5/01
Reached 750 donors by 8:00 p.m. secured additional $25,000
Reached 1,000 donors by 11:00 p.m. for another $25,000
Total: 1,038 donors for $100,000 for Skidmore
8. IN ACTION - ADMISSIONS
Goal: increase applications to Skidmore
Strategy: utilize current students
Implemented Skidmore Student-to-Student (SS2S) Initiative
Since launching in Oct. 2011, the page is consistently among the top
15 most-visited on the Admissions site
Students and staff have answered 440 questions from prospective
students and their families
Each blog averages 500+ views per month
The top-visited blog has 1,651 visitors
Three bloggers participated in one of four live chats this year, where
they helped answer nearly 500 questions!
9. SS2S – HOW IT WORKS
Step 1: Kevin’s blog post
Step 2: Kevin’s post is tweeted by Skidmore Admissions with
#SS2S
Step 3: Kevin tweets from his personal Twitter, using the same
#SS2S hashtag
Step 4: He introduces himself on the Class of 2016 Facebook
page
Step 5: He answers questions on
Formspring
10. SS2S – HOW IT GOES VIRAL
Step 1: Molly’s blog post
Step 2: Molly’s post is tweeted using #SS2S
Step 3: We share Molly’s post on the Skidmore Facebook page
where it received 349 clicks!
Step 4: Molly creates an ―Ask Molly‖ YouTube series where she
answers Formspring questions on video
Step 5: Molly tweets her answers using #SS2S
11. SS2S – HOW IT’S PERSONAL
Alta holds the record for the most questions answered via
Formspring—70!
Alta answers a personal question from a prospective student
with a video via her blog
She interviews her friends on campus and creates a ―Why
Skidmore?‖ YouTube video series
She participates in the first Skidmore Admissions live chat
where she helped answer 147 questions
Alta tweets about the live chat using #SS2S
12. OTHER E-RECRUITMENT INITIATIVES
Cappex
Lead-generator
Total names: 9,369
Class of 2012 (HS) names: 4,886
Total apps: 212
Zinch
Lead-generator
Total names: 1,195
Class of 2012 (HS) names: 645
Total apps: 334
13. OTHER E-RECRUITMENT INITIATIVES
Hobsons
Brand awareness
128,207 views to Skidmore hub pages
96,459 views to active match filters
269 students added Skidmore to their college lists
Peterson’s
Brand awareness
1,251 page views (Jan-May)
218 clicks (Jan-May)
14. THE FUTURE
Skidmore Creative Group
More student-generated content online and on social media
Official Skidmore presence on social media platforms
Student-only team that works in three-hour shifts covering 12 hours
on weekdays, nine on weekends
Responsible for providing and updating information about College
news and events, posting photos and videos
Primary focus: Facebook and Twitter
Build presence on YouTube, Foursquare, Pinterest, Google+, etc. for
different audiences
#44Social Team at Syracuse University
Notes de l'éditeur
Boost awareness by finding new customers via word-of-mouth marketing. Social media marketing is word-of-mouth amplified through technology. When one of our members shares a some of our content (e.g., an issue of your newsletter, a blog post, or an event check-in), or talks about Skidmore on a social media site, that’s an endorsement and we didn’t have to lift a finger or spend any additional money. This introduces Skidmore to many more people than we’re currently connected to, and could bring new business, members, or donations our way. Popular and active – Facebook now has 901 million users!! In addition, Twitter claims 200 million registered users, LinkedIn has more than 100 million users, Google+ has 20 million users, 50 million people use Yelp, and Foursquare claims it has 10 million users worldwide (and growing). Point is, chances are good that many of our customers and members, or the people we want to reach, are using at least one social media site. But what’s even better is that the user’s are active! Facebook says that half of its users log in on any given day, and that users spend more than 500 billion minutes on the site each month. In addition, more than 700 billion pieces of content (web links, blog posts, photos, videos, etc.) are shared each month on Facebook. Similarly, Twitter claims that its users post 350 billion tweets every day. Yes, some people join social media sites just to listen and observe, but most do it to engage, converse, and participate.Instant feedback: Active users means you’re going to get your customers’ and members’ opinions (positive and negative) about everything — stories, events, etc. This gives us important real-time information to make changes or adjustments, or to put a bigger spotlight on things that are working. We can also use social media to detect trends. It’s essentially free market research! Two-way communication: Sites like Twitter and Facebook allow brands and institutions to more easily have a “conversation” (albeit a public one) with customers and members. We can see what they’re saying about us and can respond, and vice versa. Using tools like Twitter Search, we can quickly see any mentions of Skidmore or look up key terms related to Skidmore (faculty, admissions, etc.) and find out what people are saying about them. There are real benefits to responding, too. According to a 2011 InboxQ survey, almost 60% of respondents said they would be more likely to follow a business that answered them on Twitter, and 64% said they would be more likely to purchase from that business.Personal & professional: On Facebook, you can have two identities: one for you and one for your business. Facebook offers an option known as Pages, which are different from the standard Friend connections, and allow you to post messages just to people who “Like” your business or organization, keeping any personal information about you separate and contained to your profile. Ubiquity: You don’t have to be at your computer to post to any of the major social media networks — in fact, quite often you don’t even have to be on a social media network at the time to post to one of them. For instance, you can post to your Twitter feed via a simple text message, or to Facebook by sending an email. Skidmore’s site has a Like or Tweet button on it, so all a reader has to do is click that and a link will show up in his newsfeed or Twitter stream. If you have a smartphone, there are applications that let you update your social networking sites on the go. Mobile phones now have cameras that can be used to capture images and video, which can be uploaded to blogs and social media accounts right then and there, giving customers a richer (and real-time) media experience. FREE: Facebook, Twitter, LinkedIn, Foursquare, Yelp, and other sites all offer free accounts for businesses and organizations. Some sites — like LinkedIn and Flickr — do offer paid accounts with features that are targeted at more advanced users, but for the purposes of getting started, there’s no upfront cost for most of the social networking sites.
Marketing: only posted 2x during the week prior to 5/01 on Facebook and via e-mail Using Facebook, Twitter and e-mail, we were able to meet and exceed the challenge! Priceless ‘testimonials’ from alumni and donors across the board. Not only do we have these to keep, but these donors shared with their personal networks as well – again, for free!
Hub pages include six photos, links to apply, Web page and social media sites Active match filters are messages that show up when students are searching for colleges in naviance. We have selected our messages to appear when student are from NY, NJ and CA who are white and have high ability as well as students who are looking at NYU from NY, Vassar from NY, Boston College from MA, and Hamilton from NY.