communicating in today's world: the impact of the electronic era
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- 1. Communicating in Todays World: The Impact of the Electronic Era Robert E. Johnson, Ph.D. 2010 Xavier University May 19, 2010 Cincinnati, Ohio
2. Dartmouth College, February 9, 2009
- Communications will increasingly move from print to electronic media.
3. 1981 prediction for 2006
- Most of what we read will be transmitted into our homes and offices electronically.
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- Barry Bingham Jr., Publisher, Louisville Courier-Journal, at his alumni reunion in 1981
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- Reported by Emily Bingham, his daughter, in Newsweek column, Digital Dad vs. the Dinosaurs, athttp://www.newsweek.com/id/191406
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4. And in 2010 in Michigan 5. Website home page is less important today 6. Social media adds info alternatives 7. 1. Technology enables new communication styles and information sources
- Smartphones, E-readers, Mobile
- Weak boundaries between formal and informal information sources
- No control of the stories that people tell
8. A world of iPhones & Androids Your website on a small screen? 9. Mobile apps to download 10. Mobile version of the website Santa Clara University http://m.scu.edu/ 11. Texting to engage and convert http://www.stmarytx.edu/admission/?go=mobileupdates 12. Your publications on e-readers? http://en.wikipedia.org/wiki/E-book_device#Specialized_devices 13. Tech challenge to flash or not? http://www.colorado.edu/prospective/viewbook/ 14. How strong is the wind blowing?
- A steady breeze?
- A hurricane?
15. May 2010 student & parent focus groups
- Almost no use of smart phones
- Parents: little interest in publications, didnt believe what they said
- Students: more interested in print, including printed course catalogs
- Parents + Students: use search to find schools to visit websites
- Social media: not at the start
16. What are high school students saying? 2007 Noel Levitz E-Expectations Class of 2007 Prefer web for information 57% Prefer print for information 43% 17. Parents 80% say The E-Expectations of the Parents of College-Bound Students Noel-Levitz I prefer to go to the Web site for information, but if it is a schoolI really like , Im willing to call them or read brochures to get answers to my questions. 18. In higher education, 2007 to 2009
- Print budget increase
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- Yes. 27% No. 65%
- Electronic publication budget increase
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- Yes. 42% No. 42%
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- Karine Joly,www.higheredexperts.com
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- 198 responses
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- 38% private sector 4-year
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- 42% public sector 4-year
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- 6% public sector 2-year
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19. Electronic only in 2009 http://www.higheredexperts.com
- Application package 18%
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- 2007 8%
- Academic program brochure 8%
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- 2007 7%
- Viewbook 5%
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- 2007 0%
- Admissions/search brochure 3%
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- 2007 4%
20. Moving toward an electronic state http://www.higheredexperts.com
- Application package 41%
- Academic program brochure 37%
- Admissions/search brochure 31%
- Viewbook 23%
- Viewbook
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- Electronic only, 2007 0%
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- Electronic only, 2009 5%
21. The future of view books
- Print view books dropped at
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- Indiana University
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- Suffolk University
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- Furman University
- Alternatives in place
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- Quarterly magazines at Furman
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- Info packet online at Rutgers
22. Rutgers University http://infopacket.admissions.rutgers.edu/default.aspx 23. The Rutgers result 24. 2.Social media compels reality marketing
- Less impact for view books from Lake Wobegon
25. Lake Wobegon marketing
- All the women are strong, all the men are good-looking, and all the children are above average.
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- Garrison Keillor
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- A Prairie Home Companion
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- With thanks to Mary Claire Bauer, Hudson Valley CC
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26. Students tell faculty stories Xavier University 27. YouTube showcase football wins Xavier University 28. Facebook People will talk SUNY New Paltz 29. 3. Meeting todays challenge at the start
- How to communicate online during a recruitment cycle as long as 3 years
- How can we convert people from stealth mode to known inquiries
30. Critical conversion yield points
- Cultivation requires engagement at 1 stweb visit and high yield at critical points in the recruitment cycle
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- Carewords capture initial interest
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- Visitor reveals identity to receive a special benefit
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- Inquiry decides to visit campus
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- Campus visitor decides to apply for admission or visits after admitted
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- Accepted student sends enrollment deposit
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- Deposited student enrolls
31. At the first and early visits.
- 3 important goals:
- Create initial engagement in 2 to 5 seconds
- Return for another visit
- Leave stealth mode as soon as possible
32. First engagement in 5 seconds http://www.miis.edu/ 33. Words that students care about
- Words people cared aboutTop 25%
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- Advance your career
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- Balancing work, home, and school
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- Career advancement
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- Cost
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- Best school possible
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- Prestigious, well-recognized degree
- Words that didnt rank highLow 25%
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- Accessible faculty
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- Experience of faculty
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- Corporate sponsorship
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- Shaping leaders
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- Class diversity (industry or experience)
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- Format of program
34. Words and content to engage visitors http://www.kenan-flagler.unc.edu/programs/emba/index.cfm 35. Early, prominent blog content http://www.mitadmissions.org/
- MIT admissions page
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- Blog series is featured content
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- 17 Students
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- 3 Staff
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- Financial Aid Director
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- 16 Alumni
- MIT introduces people first
36. 30 tour videos introduce people http://www.bu.edu/admissions/you-at-bu/ 37. Integrate website & social networks http://www.phoenix.edu/students/online_communities.html 38. 4. Getting an online inquiry
- Give a reason to reveal identity
- Make it easy to become an online inquiry to get the benefit
39. Offer a viewbook in online format http://www.risd.edu/undergraduate/Default.aspx 40. Estimates for net costs http://www.utoledo.edu/admission/cost/dhs/ 41. Short inquiry forms encourage action http://www.blueoxmailbox.com/Display/40/126/100/RequestMoreInfo.html 42. 5. After an online inquiry or application
- Regular contact is critical
- At least monthly
- Weekly after the application
43. Start regular email contact
- Start sending when an inquiry is made
- Track interest in stories included
- Include links to main website
44. IM, text messaging, telephone http://www.mckendree.edu/prospective/admissions/IM_the_admission_staff.aspx
- Ask permission
- Offer options
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- Phone
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- IM
- Communicate as needed by admitted students
- Reserve for admitted students if capacity requires that
45. 6.Final conversion steps 46. Keep up the good work 47. The summary 48. Repeating 7 key elements
- More people prefer online communications
- Technology is changing and requires new resources to adapt communication plans
- Special customer-centric features increase initial engagement
- Create benefits for stealth explorers to register
- Plan frequent online follow-up
- Video plays a more important role
- Use analytics to measure success and make changes to what isnt working
49. Useful sources of information 50. Industry specific research
- White papers, with emphasis on adult students
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- http://www.demandengine.com/research/index.php
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- Reviews enrollment management attitudes and concerns about adopting new technologies and outlines steps to a new strategy.
- E-Recruiting Practices surveys: traditional students
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- https://www.noellevitz.com
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- Reports survey responses on recruitment practices and budgets.
51. For general background http://www.pewinternet.org/
- Writing, Technology and Teens
- Teens and Social Media
- Its Personal: Similarities and Differences in Online Social Network Use Between Teens and Adults
52. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC248.766.6425[email_address] http://twitter.com/HighEdMarketing Customer Carewords Research for Online Marketing Success:http://www.bobjohnsonconsulting.com/customercarewords.html
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