how to growth hack your crm to increase student sign-ups and digital engagement

Download How to Growth Hack Your CRM to Increase Student Sign-Ups and Digital Engagement

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  1. 1. How to Growth Hack Your CRM to Increase Student Sign-Ups and Digital Engagement Jon Hinderliter Levi Locke Assistant Director CRM Administrator University Marketing and Communications University of MissouriSt. Louis
  2. 2. University of Missouri-St. Louis Public research university Over 16,000 students 13,569 undergraduate 3,068 graduate 172 professional 83% from St. Louis region (88% from Missouri) Founded in 1963
  3. 3. What do you want to grow?
  4. 4. UMSL Day Open House 0 50 100 150 200 250 300 2011 2011
  5. 5. What is growth hacking?
  6. 6. Growth hacking are marketing techniques from startups
  7. 7. Hotmail PS: I Love You. Get Your Free Email at Hotmail DropBox- Friend joins, increase storage size AirBnB Craigslist cross-listing via API Twitter Follower of 5-10 account likely to become long-term user Mailbox Waiting list queue
  8. 8. Creative solutions based on data analytics that grow the marketing funnel
  9. 9. Prospective Students 100 Freshmen applicants 53 admitted 21 enrolled 100 Transfer applicants 70 admitted 55 enrolled 60% loss 59% loss 21% loss College fairs, open house registrations, campus tours, web forms, inquiries
  10. 10. CRM Source Data 1. Application Import 2. Exam Scores 3. Friend or Family 4. Undergraduate Inquiry IP 5. E-Mail 6. Campus Tour 7. Web 8. UMSL Day Registration Page 9. ACT Test Score 10. HS/College Faculty/Staff 11. CBSS Prospect list 12. ACT Purchased List 13. Advanced Credit 14. College day/night program 15. Recruiter visited high school 16. Recruiter visited my college 17. Phone-When a student calls us 18. College Fair 19. Radio ad 20. Special Events 21. College Visit 22. Transfer Piece 23. Newspaper ad 24. SAT 25. Pi Theta Kappa bought list 26. UMSL Day Walk- in 27. NextStep purchased list 28. Group Tour 29. Inquiry from Preview
  11. 11. The Aha! Moment
  12. 12. Campus Tours happen almost DAILY
  13. 13. Twitter Social network Quora Question and answer site Grouper 3:3 dating site User onboarding
  14. 14. Biggest takeaway reduce the initial barrier to entry
  15. 15. Where does the data go?
  16. 16. Web API CRM
  17. 17. Campus tour track part 1
  18. 18. Campus Tour track part 2
  19. 19. First 3 months increase of 37%
  20. 20. Largest campus tour attendance in school history
  21. 21. CRM Source Data 1. Application Import 2. Exam Scores 3. Friend or Family 4. Undergraduate Inquiry IP 5. E-Mail 6. Campus Tour 7. Web 8. UMSL Day Registration Page 9. ACT Test Score 10. HS/College Faculty/Staff 11. CBSS Prospect list 12. ACT Purchased List 13. Advanced Credit 14. College day/night program 15. Recruiter visited high school 16. Recruiter visited my college 17. Phone-When a student calls us 18. College Fair 19. Radio ad 20. Special Events 21. College Visit 22. Transfer Piece 23. Newspaper ad 24. SAT 25. Pi Theta Kappa bought list 26. UMSL Day Walk- in 27. NextStep purchased list 28. Group Tour 29. Inquiry from Preview
  22. 22. But is it still popular with teens?
  23. 23. Does Facebook still matter? Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook % of Twitter users who N/A 53 34 39 90 % of Instagram users who 53 N/A 37 30 93 % of Pinterest users who 29 31 N/A 29 87 % of LinkedIn users who 31 24 28 N/A 83 % of Facebook users who 22 23 25 25 N/A Pew Research Centers Internet Project August Tracking Survey, August 07-September 16,2013. % of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
  24. 24. Does Facebook still matter? Use Twitter Use Instagram Use Pinterest Use LinkedIn Use Facebook % of Twitter users who N/A 53 34 39 90 % of Instagram users who 53 N/A 37 30 93 % of Pinterest users who 29 31 N/A 29 87 % of LinkedIn users who 31 24 28 N/A 83 % of Facebook users who 22 23 25 25 N/A Pew Research Centers Internet Project August Tracking Survey, August 07-September 16,2013. % of users of each particular site who use another particular site (e.g., 29% of Pinterest users also use Twitter)
  25. 25. Facebook Snapchat Twitter Instagram LinkedIn
  26. 26. How do we find them?
  27. 27. Facebook marketing Custom audiences Likely audiences
  28. 28. Facebook custom audiences CRM Facebook
  29. 29. Prospective Students CRM Facebook Prospect Applied Admitted Enrolled
  30. 30. Similar Facebook users based on our CRM data Facebook does the matching based on their meta-data understanding of their users Example: 300 students that signed up for a Fall UMSL Day becomes 420,000 people in MO & IL age 17- 25
  31. 31. Facebook likely audience Fall 2014 Prospects Fall 2013 Applied UMSL Day Registrations 2012 UMSL Day Registrations 2013 UMSL Day Registrations 2014
  32. 32. UMSL Day Open House 0 100 200 300 400 500 600 700 800 2011 2014
  33. 33. How to start your own growth hacking engine
  34. 34. Think outside the edu-verse
  35. 35. Everything is a remix
  36. 36. Questions?