QUALITY LEADSSUCCESSFUL GRADUATES

to

…and how social media can help

SPEAKERS

Ira AmilhussinSr. Marketing ManagerLinkedIn@iraa

Chris AldrichMarketing ManagerNortheastern University@aldy04

Lorraine HesterMarket Research & Insights ManagerLinkedIn@LorrHess

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#LinkedInEDU

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Today’s agenda

The state of higher

education today

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Social media can help universities improve quality at all points of the

student journeyQUALITY

PROSPECTS STUDENTCOMMUNITY

ALUMNIOPPORTUNITIES #LinkedInEDU

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CarringtonCrisp Survey:How is social media being used in business

school admissions and career services?

+80%from accredited business schools

25Respondents in

Canada

90Respondents in the

U.S.

Business schools have gone social

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71% use social media

98% use social media

Admissions Career Services

Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

#LinkedInEDU

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Social media meets 2 important needs for

admissions

• Add another dimension to admissions

• Assess whether a candidate is a good fit

• Engage potential applicants in conversations • Connect applicants with alumni or students • Inform candidates about application process

Connectingwith applicants

Supplementing Admissions Info

Admissions

90%

Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

#LinkedInEDU

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LinkedIn and Facebook are used most by admissions

Social networks used by admissions teams

85%

85%

75%

55%

Admissions

#LinkedInEDU

The best candidates are found on LinkedIn

What does a better candidate look like?• Strong fit with school culture

• CV has strong attributes outside of studies and work

• Likely to actively contribute in class

The best candidates are found on which networks?

88%

35%

24%

Admissions

Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

#LinkedInEDU9

Social media meets 3 important needs for career

services

• Connect current students with alumni

• Find and connect with alumni to discuss their support for student careers

Facilitatealumni mentoring

• Help current students build a strong social media profile to support job search

• Provide information about campus career services to alumni

Student &Alumni support

• Research companies in a given sector

Careerresearch

AdmissionsCareer ServicesCareer Services

84%

#LinkedInEDU10

Nearly all career services teams use LinkedIn

Social networks used by career services staff

93%

76%

64%

Career Services

#LinkedInEDU11

LinkedIn is by far the most useful for career services

Career Services

73%

14%

11%

Career Services

Which social network is the most useful?

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346in Canada

469in the U.S.

LinkedIn Survey:What motivations & behaviors are

associated with successful graduates?

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move into a new job function or

industry

get a better job in the same industry

start a new company or join a startup

Career Switcher

Career Enhancer

AspiringEntrepreneur

Satisfaction

The master’s degree is still valuable

15Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)

73

of graduates are very / extremely satisfied with the impact of their degree on

their career.

%

#LinkedInEDU

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The majority of grads were able

to accomplish successful outcomes

33%

16%

AspiringEntreprene

ur

CareerEnhancer

CareerSwitcher

6%

55% SUCCESSFUL OUTCOMES

Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)

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Tangible motivations led to more successful outcomes

• increase salary • upskill for new role• accelerate career • start my own

business• impact communities • reached a plateau

at work

Tangible Motivations

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more grads with tangible motivations

achieved a successful outcome

%

Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)

Key Findings

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Business schools are going social.

The master’s degree is still valuable.

LinkedIn is rated #1 for quality candidates.

Tangible motivations correlate with successful outcomes.

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Top tips for admissions & marketing

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Broaden the content you share to include program info, faculty bios, and news

Use Sponsored InMail to support candidates through the application process

Identify and engage quality candidates at scale on LinkedIn

Connect applicants / admits with alumni ambassadors

Use specific career goals in your messaging

Prospects

Inquiries

Applicants

Admits

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Build a solid foundation1

Audit existing content and enlist content creators2

Build a healthy mix of relevant content3

Leverage LinkedIn to distribute with accuracy and establish thought leadership 4

Go visual!5

5 Best Practices for Content Marketing

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#1 Build a Solid Foundation

#LinkedInEDU

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Develop audience personas

#LinkedInEDU

INTERVIEWyour current customers and enrollment advisors

ANALYZEyour student databases

OBSERVEwhat is being discussed on social media

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Document your strategy

58%of the most effective B2C marketers have a documented strategy

Source: 2016 B2C Content Marketing Report, Content Marketing Institute

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Determine how you will measure success

Higher quality leads

METRICSCost per lead

Cost per enrollmentTime to close

Thought leadership

METRICSEngagementDownloads

Earned media valueSpeaker requests

#LinkedInEDU

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#2 Audit existing content and enlist content creators

#LinkedInEDU

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You don’t have to go it alone

Faculty

Public Relations

Career Services

Freelance Writers

Agencies

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#3 Build a healthy mix of relevant, helpful content

#LinkedInEDU

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Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel

Brand MessagingThought Leadership

Awareness(Ungated)

Discovery

Selection(Gate

d)

Registration, Download Information, Meet with an Enrollment Counselor

Rankings, News, Career Advice, Courses/Degrees

Program Value, Student Testimonials, Blog Content

Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials

Bottom FunnelLead FocusedDirect Messaging #LinkedInEDU

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Offer professional developmentInspire your audience

#LinkedInEDU

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Discuss what matters to your audienceApproach your content as a reader

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#4 Distribute your content with accuracy

and proper context

#LinkedInEDU

Sponsored Content delivers rich contentacross all devices via the LinkedIn feed

#LinkedInEDU33

LinkedIn Sponsored InMail  Send timely, convenient, and relevant private messages to

the people that matter most to your business

#LinkedInEDU34

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When is the best time to post?

Source: http://coschedule.com/blog/best-times-to-post-on-social-media/

User Provided

CompanyTitle

GeographyCompany Following Group Membership

SchoolGraduation Year Field of Study

Derived

Function Seniority

Company SizeCompany Industry

GenderAge

Geography (IP)

Leverage LinkedIn profile-based targeting

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#5 Go visual!

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#LinkedInEDU

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Invest in great imagesSkip the stock photos

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Invest in great imagesUse colorful charts and illustrations

#LinkedInEDU

Link share postIntroduction Text

Best practice of 150 characters max to avoid truncation on all devices.

Landing Page URLWill be counted toward the text limitation.

If longer than 23 characters, link is shortened with LinkedIn shortener

TitleBest Practice of 70 characters

max to avoid cut off

Description TextBest Practice of 100 characters max to

avoid cut off. Does not appear on mobile.

Thumbnail ImageAutomatically pulled from landing page. Can be manually uploaded. Use 1.91:1

ratio (1200x627px) image

Mobile Version

Intro

Image

Title

#LinkedInEDU40

Embedded image postIntroduction Text

Best practice of 150 characters max to avoid truncation on all devices.

Landing Page URLMUST be included in the introduction text and counts toward

that text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener

ImageManually upload - 1.91:1 ratio (1200x627px) image

is recommended

Mobile Version

Intro

Image

URL

#LinkedInEDU41

Customer Success Story: Northeastern University

Chris Aldrich Marketing Manager

Northeastern University @aldy04

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Registered LinkedIn Users

Considering Further Study

Intend to Undertake Further Study within

18 months43

Tips for Testing & Scaling Comprehensive LinkedIn Campaigns

Identify Goals& KPIs

Monitor Click Demographics

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Create Content Calendars

Utilize Visual Templates

Identify Your Goals & KPIs

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Click Demographics as a Tool for Testing & Scaling

Implementing Content Calendars

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Utilizing Visual Templates

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Tips for Testing & Scaling LinkedIn Marketing Campaigns

Identify Your LinkedIn Goals & KPIs

Dive in on Click Demographics

Content is Key: Create a Content Calendar & Utilize Visual Templates

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Q&A

Chris Aldrich Northeastern University

@aldy04

Lorraine Hester LinkedIn @lorrhes

Ira Amilhussin LinkedIn @iraa

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Thank You!