C10: Using Online Tools and Social Media to Attract New Students

Transcription

1 C10: Using Online Tools and Social Media to Attract New Students Doodie Meyer, Howard Design Group, NJ Diane Harris, Rutgers University, NJ Chris Ferguson, The New School, NY Brad Ward, BlueFuego, IN Peter Layton, Digital Wave, PA

2 Diane Harris, Rutgers University, NJ DIRECTOR, MARKETING AND COMMUNICATIONS UNDERGRADUATE ADMISSIONS

3 What is Social Media Interactive communication (web 2.0) Broad term which covers a range of websites; i.e., Social Bookmarking (Del.icio.us) Social News (Digg, Reddit) Social Photo and Video Sharing (YouTube, Flickr) Wikis (Wikipedia, Wikia) Social Networking (Facebook)

4 To engage students using their preferred communication channels To create awareness To maintain a dialogue during an extended period of time To capture biographical data To push a call-to-action Why Use Social Media

5 Rutgers University The State University of New Jersey Total Enrollment: 65,000 students 3 Regional Campuses New Student Enrollment: 10,100 24% Latino and African American 60% Non-white

6 Rutgers New Media Channels Facebook for Parents YouTube Go Rutgers Social Network Open House Twitter Student Blogs Pinterest

7 Facebook for Parents of Students Admitted to Rutgers-NB

8 Twitter Apply2Rutgers

9 Student Blogs

10 Rutgers Social Media Growth Twitter as of May 2013 Followers: More than 100% increase (457 vs. 945 ) Tweets: More than 260% increase (2,316 vs. 6,171 ) Pinterest as of May 2013 Pins: 58.7% increase (538 vs. 854 ) Followers: 400% increase (55 vs. 239 ) Boards: 37.5% increase (16 vs. 22 ) YouTube Channel as of May 2013 Video views: 200% increase (1,074 vs. 2,460 )

11 Website: admissions.rutgers.edu Total visits: 2,495,209 (a slight decrease from last year) Unique visitors: 1,122,688 (1,025,827 last year) 212 countries or territories (209 last year) 97% of visits were from within the US, though there were more than 35,000 from China and nearly 20,000 from India More than 440,000 visits originated from mobile devices, an increase of 78% as compared to last year. Average time on site: exceeds two minutes for all visits, a decrease from last year

12 Website: admissions.rutgers.edu Percent of visits from mobile devices: 10% Top content: 1. Home Page 2. Application and the Basics 3. Tuition and Fees 4. When to Apply 5. Majors 6. Applied 7. Status Glossary 8. Admissions Profile 9. Transfers 10. HS Seniors

13 Recently launched Adaptable for all screen sizes Designed to engage students with video and audio commentaries Information request form Virtual Tour Will be translated to 2 additional languages

14 Rutgers Virtual Tour

15 Create Your Own Info Packet 99, 211 packets created since Sept ,408 packets created between April, 2012 and April, grads: 2,060 Applied: 927 Admit: 927 Enroll: grads: grads: 59 Yield 2013 grads: 44% Prospect to App Conversion 2013 grads: 23.4%

16 Create Your Own Info Packet Really helped that I didn t have to search all over the website to find the info. This is the first time I've ever encountered something like this. The create-your-own info packet tool was really useful, especially if you live far away and can't visit Rutgers. This packet really gave you the choice to look at the things you're looking for. It was an uptown experience. Nice touch.

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19 Go Rutgers Social Network 3,756 members (up from 2,027) 3,635 admitted student members (up from 1900+) 2,750 confirmed enrollees (up from 1436) 1,095 public question threads (up from 956) 136 groups (up from 35) 83% of students on Go Rutgers are enrolled 17.7% of admitted students are on Go Rutgers 33% of enrolled students are on Go Rutgers

20 Go Rutgers Social Network I'm astounded at how excellent the services at Rutgers have been so far Already, I feel like I've been warmly invited to a vibrant university the more I log onto this website and continue to explore the options available at Rutgers. I feel that I'm developing a close connection with the school which might last a lifetime, and that's the special feeling I have gotten from Rutgers that no other university that I applied to has given me.

21 The Go Rutgers Social Network

22 Invitation to Join Go Rutgers Invitations Sent: 20,843 Members: 3, % of Admits Enrolled: 2,439 79% Yield Percentage of NB Enrollees: 27.5% I'm astounded at how excellent the services at Rutgers have been so far Already, I feel like I've been warmly invited to a vibrant university the more I log onto this website and continue to explore the options available at Rutgers. I feel that I'm developing a close connection with the school which might last a lifetime, and that's the special feeling I have gotten from Rutgers that no other university that I applied to has given me.

23 Members

24 Get Answers

25 Chris Ferguson, EdD; The New School, NY ASSOCIATE VICE PRESIDENT STRATEGIC ENROLLMENT MANAGEMENT

26 The New School, New York, NY 10,400 Degree Seeking Students 6,800 Undergrad students (1,100 FT Entering Freshmen) 3,600 Grad Students 135 Degree/Diploma Programs 27% International Students 9:1 Student-to-Faculty Ratio

27 Admission Pipeline Model Attracting Students Through Enrollment Marketing Inquiry Applicant Admit Deposit Student Student Marketing Deposit Admit Student Inquiry Applicant Inquiry Deposit Applicant Marketing Admit

28 Multi-Channel Marketing Mix of Digital, , Print, & In-Person Academic Planning Recruitment Marketing Search Engine Optimization Social Search Cappex Zinch Student Competitions CustomViewbook Student Testimonials Social Media Facebook Twitter YouTube Instagram Tumblr Word Press Social Info Sessions NING Networks Inquiry Conversion Applicant Conversion Deposit Conversion Enrollment Conversion

29 Search Engine Optimization Understanding Digital Behavior Google+ Local Site links Source: Compete

30 Social Search Generating the Right Leads

31 Student Competitions Engaging a World Wide Audience

32 CustomViewbook Increasing Qualified Leads 41% of CustomViewbook users were new to our inquiry pool Marketing Inquiry Applicant Admit Deposit Student users: conversions: 34% 78% 61% CVB Prospect to Enroll Conversion: 16% (versus 5% for no CVB qualified inquiries)

33 Student Testimonials Connecting Experiences & Interests more than 3,600 views

34 Social Media Strategies Leveraging Stories & Connecting Communities Prospect Chat Averages Prospect + Yield Chat Results % who Applied 46% % Accepts who Deposited 85% Total % of Attendees who Enrolled 33% % of Attendees who Applied after chat, then Enrolled % who Applied 30% % who Applied after attending Chat 51% % Accepts who Deposited 82% % Deposits who Enrolled 80% Total % of Attendees who Enrolled 19% % of Attendees who Applied after chat, then Enrolled 62% 71%

35 Social Media Strategies Leveraging Stories & Connecting Communities parsonsadmission.tumblr.com iheartparsons.com

36 Social Media Strategies Leveraging Stories & Connecting Communities 75% Yield Rate (40%) 24/7 customer service Minimize college choice stressors 84% Yield Rate (41%) connect admitted students with each other and with TNS Increase persistence

37 Brad Ward, BlueFuego, IN CO-FOUNDER, CEO

38 An inquiry is simply an inquiry until the student is enrolled. Traditional Lead Generation Social Web Lead Continuation Source: sbu.edu

39 Facebook Friend of Fan Ads for Lead Generation

40 Facebook Friend of Fan Ads for Lead Generation

41 Facebook Custom Audience Ads for Lead Continuation 8 Deposits for $3.33 ($.41 per deposit)

42 Gathering Data for Lead Continuation

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44 On April 10, BlueFuego identified 215 admitted, non-deposited students who had filled out the form at least 4 times out of 17 days, and recommended to focus efforts (phone calls, etc.) towards these students. 161 of the 215 students (74.9%) deposited

45 710 unique users entered 3,920 form entries between Mar 25 - May 1. The prize package was valued at $325 for cost per entry of $.08 & cost per student of $.46 Average # of entries per student: 5.51 Average # of entries per deposit: % of students who entered the form 6-10 times deposited, and 78% of students who entered times deposited.

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47 Peter Layton, Digital Wave, PA DIRECTOR OF CUSTOMVIEWBOOK SOLUTIONS

48 Direct Interactions Produce Higher Conversions 0% 20% 40% 60% 80% 100% Prospect to Applicant 9% 34% New School CVB Users (2013) Selectivity 65% 78% All New School Prospects (2013) Yield 39% 61%

49 Generating Direct Interactions 1. Review your inquiry form. (It s probably outdated) Web inquiry form research: Top 50 National Universities from US News & World Report 2013 Rankings How many clicks from home page How many fields required What fields are required

50 Web Inquiry Form Research Average # Clicks from Home Page 2.8 Average # of Required Fields 6 Most Commonly Required Fields: Name 100% Start Term 93% 80% Mailing Address 76% Date of Birth 72%

51 Inquiry Forms v. Web Sign-up Forms University Inquiry Forms Average # Clicks from Home Page Average # of Required Fields Most Commonly Required Fields: Name 100% 45% Start Term 93% N/A 80% 100% Mailing Address 76% 0% Date of Birth 72% 36% Web Sign-up Forms

52 Generating Direct Interactions 2. Provide incentive that equals the effort Determine what information to ask for, by what personalized content you can deliver. If you ask for an address a start term a mailing address a date of birth Do you Send an instant confirmation ? Deliver a targeted call-to-action? Tell them what they will be receiving? Send them a birthday greeting?

53 3. Provide relevant information (and lots of it) Generating Direct Interactions New School CustomViewbook users select an average of 10 pages of custom content, in addition to general information about the university How will you deliver content? CustomViewbook Hobsons VIP pages Regular mail What content will you provide? Not publicly available Aggregate from sources Personalized call to action Special incentives to apply

54 Text your questions to (215) QUESTIONS AND ANSWERS