7Summits: Re-‐Thinking College Admissions by Embracing Social Business 7.30.13
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IntroducJons
President and Co-‐Founder – 7Summits
Email: [email protected]
LinkedIn: linkd.in/15dPN5k
Web: 7summitsagency.com
Vice President Digital Strategy
Email: [email protected]
LinkedIn: linkd.in/18xJrz2
Web: 7summitsagency.com
2009
60+
FOUNDED
TEAM
MISSION
CreaJng online communiJes that transform business and enhance people’s lives
Strategy
Experience
Technology
+
+
+
STRATEGIC PARTNERS
Social Business Agency
Who is 7Summits?
agenda
• Before Bridge (Context) • The Media Shic • Building Bridge • Business Value Delivered • What’s Next • Gegng Started
• Social Business and Higher EducaJon – Trends and PerspecJves
• Case Study – Building A “Bridge”
• What’s Next • Gegng Started
Social Business and Higher EducaJon
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Social Technologies the biggest from to shi- in a genera0on
From InformaJon Hoarding
Web Sites/Portal Management
Email CRM
Baby Boomers UI
Noise
To InformaJon Sharing Integrated Social Sites Engagement CollaboraJon Community Millennial’s UX Insights
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Key Trends and Concepts
• Social media is the default state and media for Millennials1
• They rely on user generated content for major life and financial decisions1
• Millennials share good and bad informaJon freely (living life out loud) 1
• They place a high value on reputaJon derived from social media 1
• Millennial's absorb and manage informaJon differently than other generaJons1
• UniversiJes that create their own open communiJes have a much greater degree of credibility with Millennials 2
• Social business enablement in higher educaJon demonstrates an immediate, measurable impact on engagement and reputaJon 2
Sources: 1Bazaarvoice. 2 Onlinecolleges.net
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• ConnecAons: Driven by Interests • Content: Managed/Engineered UX: Blogs, arJcles, industry updates, infographics etc.
• Profiles: CombinaJon of sourced and user disclosed informaJon
• Data: Ability to own/analyze member acJvity
• ConnecAons: Driven by RelaJonships • Content: All User generated
• Profiles: all user disclosed informaJon
• Data: Limited/no access to member data
Social Networks vs. Online Community
Social Network Online Community
The primary purpose of Social Networks and Online CommuniJes is different
Business Outcomes
P Primary Purpose RelaAonships
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People Behave Socially
Online Academic Community
Facebook LinkedIn
Personally Social
Professionally Social
Academically Social
Student lifecycle conJnuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
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Consider School
Research School OpJons
Inquiry
ApplicaJon
Acceptance
1st deposit
2nd Deposit
Enrolled/ Matriculated
AcJve Student
Seek & Find Employment
Graduate / Begin Career
Alumni
Awareness / ReputaJon
(“unidenJfied prospects”)
Relevancy (“named prospects”)
Engage / Retain
Thinking about being a student
Which school should I go to?
I should consider this school?
Where do I stand? Is it right for me?
I can go – but is it my best opJon?
I’m considering
I’m intending to go
I’m there
I’m staying
I’m Preparing for my Career
I’m StarJng my Career
I’m Sharing My Success Story
Stud
ent Life
cycle
Focus Areas: Drive Impact Across Student Life Cycle
Ongoing RelaJonship
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Driving Value throughout Student Lifecycle Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Business Value: Admissions
• Increase qualified students and conversions rates
• Reduce tradiJonal media spend: enhance referrals / word of mouth markeJng
• Streamlined enrollment / admission processes
• Enhanced reputaJon / percepJon
Business Value: AcAve Students and Faculty • Streamline student onboarding
experience • Reduce service costs (student
self-‐serve) • Facilitate student / faculty
collaboraJon • Improve student retenJon and
saJsfacJon • Enable virtual study groups /
peer support • Crowdsource research and
innovaJon
Business Value: Alumni • Increase Alumni
engagement -‐ donaJons and parJcipaJon
• Increase referrals • Facilitate student
mentoring • Capture success stories –
markeJng for prospecJve students
• Support professional networking
Case Study – Building a Bridge Milwaukee School of Engineering
Getting Started
Assess the current environment
Identifying Gaps and Priorities
Defining Objectives
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ProliferaJon of Digital DesJnaJons
MSOE.edu
Visit MSOE
Admissions
Blogs
Micro Sites
Student Portals
Virtual Tour
Research LinkedIn
Athletics
Groups
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Number and Complexity of Systems
High School Students
• I'm Confused! • What do you expect me to do? • Stop calling me!!! • When do I need to pay? • Can I talk to someone like me? • What's life like in Milwaukee?
• What project work can I do?
Admission Counselors
• I thought you liked our college.
• You need to fill out your applicaJon. • You are never around when I call. • Didn't you read my leter? • You should visit campus. • The city is great! You should visit
campus. • Tons. Come and visit campus!!!!
Student Needs Misunderstood
?
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Parents Needs Misunderstood
Parents
• Will my child fit in? • How much does this cost? • Is Milwaukee safe? • My bird is leaving the nest... • What is the placement rate and
starJng salary of an MSOE grad?
Admission Counselors
• Best way to find out is to visit. • Here is the weblink. • Yes, why don't you visit? • May I speak with him/her? • We have great starJng salary and
placement rate data for our grads.
?
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CommunicaJons Misaligned
High School Students
E-‐mail Print Phone Social Media Mobile
CommunicaAon Channels
MSOE Admissions
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3rd Level
2nd Level
1st Level
MSOE.edu Home
4th Admissions
Admissions was too many levels removed
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Admissions Opportunity
Admissions Website
Admissions Community
EvoluJon RevoluJon
Admissions Website
OR Social Media
+
Building MSOE’s Bridge
• Design the Overall Solution
• Address High Impact Areas - Admissions Web Presence - Forums - Application Forms - Profile and Progress - Mobile
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Strategy -‐ “What’s Most Important”
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1. Dedicated Admission Website
• Young, fresh feel
• Ability to find what you are looking for quickly
• Ability to appear more social from the first impression
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2. Open Forums and Discussions
• QuesJons can be asked any Jme
• Answers can be provided by anyone
• Find out what others are interested in
• Confirm deeper fit through real insights
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3. Integrated ApplicaJon Form
• Register, sign in and apply with Facebook
• LinkedIn style completeness gauge drove more applicaJon form submits
• ApplicaJon integrated with back office ERP improved analyJcs (Jenzabar)
• Allowed admissions counselors to see who started the applicaJon but did not submit
• Streamlined internal processes
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4. Profile and Progress Tracker
• Students and parents can see what the next steps are in the admission process
• Private area to communicate with admission counselor
• To Do list available and updated due to data integraJon
• Badges earned as they move through the process
• Streamlined NoJfcaJons
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5. Mobile Accessibly
• Able to interact with community on the go
• Find things quick and easily
• Show off to your friends and family
• Share your acceptance to MSOE with your social networks = Word of Mouth MarkeJng!
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What’s Changed?
• Website promoJon
• Event promoJon
• MarkeJng integraJon
• Email and social media announcements
Bridge provides MSOE with an integrated channel to interact with prospects, students and faculty with each other
Social Media
Face to Face Phone Web Bridge
Community
CommunicaAon Channels
Conversa0ons & Informa0on
Results to Date
• Business Benefits
• “The Softer Side”
• Awards and Recognition
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Business Value & Results
SOURCE: Jive customer survey, (November 2012)
30% Admissions team producAvity
Admission counselors spent less Ame chasing the student and more Ame interacAng with them increasing producAvity 30%.
Deposit Melt Overall accepted student summer melt decreased by 5% over the last three years.
5%
Electrical engineering saw almost double enrollment 2X Enrollment Numbers
Outbound Call volume
Admission counselors reduced volume by 66% freeing up Ame to interact with prospecAve students in community.
66%
Reached ‘13 applicaAon goal nine months early and acceptance goal five months early. 7000+ registered members and growing!
ApplicaAon and acceptance goal
ApplicaAon turnaround Ame
Admission counselors spent less Ame chasing documents down. We went from months to weeks!
Our retenAon rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!)
Accepted to Deposit
8%
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And there’s more…
ü Deeper insight into MSOE fit per student, did affect stronger matriculaJon rate
ü Made admissions more accessible and convenient by reducing communicaJon and operaJonal fricJon in the process
ü Provided an experience people liked spending Jme with by gegng to know what maters to them and serving those needs
ü Built MSOE brand preference by fostering relaJonships with prospecJve and enrolled students, faculty and alumni
ü Kept MSOE top of mind and relevant with more brand involvement and touch points
ü MulAple Aers of increasing involvement, gamificaAon and "sAckiness" creates smaller commitments that made larger commitment easier
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Industry RecogniJon
W3 Best in Show, Silver General Website Categories – School/University Sites
MSOE Ranked #5 out of 10 Most InnovaJve Colleges in the Country
University Standard of Excellence Award
For the first the ever Bridge was cited as non academic differenAator for MSOE
What’s Next
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Engaging Students across the ConJnuum
“Owned” Online Community Opportunity?
Facebook LinkedIn
Personally Social
Professionally Social
Academically Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
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Social Business Conceptual Model Student Lifecycle Process / Context
Awareness / Inquiry ProspecJve Student Student Graduate Alumni
System of Use
Community Website
Systems of Record
High School Teachers, etc Business Partners Faculty and Staff SupporJng
Stakeholders
ERP CRM Desktop and Network Drives Blackboard CMS
+
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Result: Connected University
• Enhanced educaJon delivery via social technologies: campus and online classes • Desktop, Tablet and Smartphone accessibility • Integrated with learning management and backoffice • Facilitated study groups and course collaboraJon • Live chat, video and unified communicaJons • InteracJve course materials, events and groups • Connect students with faculty and their peers
Gegng Started
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A few realiJes…
• Not everyone will parJcipate on the same level.
• You will need to let go of some of the control.
• A community is alive. You cannot set up and ignore.
• It will impact more than your web interface.
Get Social! Hashtag: #eduwebconf13 – MenJon @7summitsagency @eduwebconf
Gegng Started
ü Finalize goals and objecJves
ü Develop a comprehensive strategy for social media
ü Establish cross-‐funcJonal steering group to establish execuJve ownership, coordinate acJviJes and manage resources
ü Pinpoint some quick win opportuniJes in context of overall vision
ü IdenJfy and track key success measures
Thank you