MSOE and 7Summits - ACT Enrollment Planners Conference - Social Communities: How to build relationships with students (and Parents)

Online Social Communities:
How to build relationships with students
(and Parents)
7.12.13

Get Social! Hashtag: #actepc – Mention @msoe_admissions @7summitsagency @actepc
Social Media is Disrupting Business

Speaker: Dana Grennier, MSOE
Director of Digital Marketing
Email:
grennier@msoe.edu
LinkedIn:
linkedin.com/in/danagrennier
Twitter:
@danagrennier
Web:
admissions.msoe.edu

Speaker: James Davidson, 7Summits
Vice President Digital Strategy
Email:
james@7summitsagency.com
LinkedIn:
linkedin.com/in/jamesdavidson79
Twitter:
@Jdavidson
Web:
7summitsagency.com

agenda
•Before Bridge (Context)
•The Media Shift
•Building Bridge
•Business Value Delivered
•What’s Next
•Getting Started
• The Media Shift
• Before Bridge
• Building Bridge
• Business Value Delivered
• What’s Next
• Getting Started

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 information freely (living life out loud) 1
• They place a high value on reputation derived from social media 1
• Millennials absorb and manage information differently than other
generations1
• Universities that create their own open communities have a much
greater degree of credibility with Millennials 2
• Social business enablement in higher education demonstrates an
immediate, measurable impact on engagement and reputation 2
Sources: 1Bazaarvoice. 2 Onlinecolleges.net

Social Media represents the biggest shift
> in a generation
information hoarding
management
email
databases
baby boomers
user interfaces
shotgun marketing
thought leadership
engagement
collaboration
community
millennials
user experience
personalization
vs
vs
vs
vs
vs
vs
vs

People Behave Socially
MSOE Admissions
Opportunity?
Facebook LinkedIn
Personally
Social
Professionally
Social
Academically
Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni

Popular Examples include:
• Apple Support Forums
• Yahoo Answers
• WebMD Communities
Popular Examples include:
• Facebook
• LinkedIn
• Twitter
Online Community 101
Social Network vs. Online Community
Social Network Online Community
The primary purpose of social networks & online communities is different
Business
Objectives
PPrimary Purpose
Relationships

What is a Online Community?
An interactive, often gated website or part of a website that
is typically owned by an organization. It leverages social
software technologies (blogs, forums, groups, etc.) to enable
interaction between people on topics of mutual interest.
What it is NOT?
- Customer service website
- E-commerce site
- General use of social media tools (e.g. twitter, Facebook)

Online Community 101
Social Network vs. Online Community
Social Network Online Community
Relationships connect members Interests connect members
Highest contributors not recognized Highest contributors recognized
(badges/brand advocates)
All User Generated Content (UGC) Controlled content: Blogs, articles, industry
updates, images, infographics etc.
Visual image/video driven Content driven
Conversation within threads, posts, streams Discussion forums
Profile info: User Generated Content (UGC) Profile info: Business determines member
registration info based on community
objectives
People have one overall social network People can belong to multiple communities
based on different interests
Brands cannot collect fan contact info Business collects member contact info (email
etc.)

Proliferation of Digital Destinations
MSOE.edu
Visit MSOE
Admissions
Blogs
Micro Sites
Facebook
Twitter
Student
Portals
Virtual Tour
Research
LinkedIn
Athletics
Groups

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 application.
• You are never around when I call.
• Didn't you read my letter?
• You should visit campus.
• The city is great! You should visit campus.
• Tons. Come and visit campus!!!!
There was a desire for communication but we were not communicating in
each other's chosen media. We were disconnected and, worst of all we didn't
understand WHY.
Student Needs Misunderstood
?

Parents Needs Misunderstood
The “helicopter parents” were turning into Velcro parents. We communicated
the same information over and over again.
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 starting
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 starting salary and
placement rate data for our grads.
?

Communications Misaligned
High School Students
E-mailPrint Phone Social Media Mobile
Communication Channels
MSOE Admissions

3rd Level
2nd Level
1st Level
MSOE.edu
Home
4th
Admissions
Admissions was too many levels removed

Strategy - “What’s Most Important”

Consider School
Research School Options
Inquiry
Application
Acceptance
1st deposit
2nd Deposit
Enrolled/ Matriculated
Active Student
Seek & Find Employment
Graduate
Alumni
Awareness /
Reputation
(“unidentified prospects”)
Relevancy
(“named prospects”)
Engage / Retain
Thinking about being a
student
Which school should I
go to?
I should consider
MSOE
Where do I stand?
Is it right for me?
I can go – but is it
my best option?
I’m considering
I’m intending to go
I’m there
I’m staying
I’m Preparing for my
Career
I’m Starting my
Career
I’m Sharing My
Success Story
StudentLifecycleFocus Areas: Drive Impact Across Student Life Cycle
Our Focus
with Bridge

MSOE Admissions Opportunity
Admissions
Website
Admissions
Community
Evolution Revolution
Admissions
Website
OR
Social Media
+

Video URL: https://www.youtube.com/watch?v=ANJ4ZjuEUhU

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

2. Open Forums and Discussions
• Questions can be asked any time
• Answers can be provided by anyone
• Find out what others are interested in
• Confirm deeper fit through real
insights

3. Integrated Application Form
• Register, sign in and apply with
Facebook
• LinkedIn style completeness gauge
drove more application form submits
• Application integrated with back
office ERP improved analytics
(Jenzabar)
• Allowed admissions counselors to see
who started the application but did
not submit
• Streamlined internal processes

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 integration
• Badges earned as they move through
the process
• Streamlined Notifcations

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 Marketing!

What’s worked for us
• Website promotion
• Event promotion
• Marketing integration
• Email and social media
announcements
Bridge provides an integrated channel for MSOE to interact
with our prospects, students and faculty with each other
Social
Media
Face to
Face
Phone Web
Bridge
Community
Communication Channels
Conversations & Information

Business Value & Results
SOURCE: Jive customer survey, (November 2012)
30%
Admissions team
productivity
Admission counselors spent less time chasing the student and
more time interacting with them increasing productivity 30%.
Deposit Melt Overall accepted student summer melt decreased by 5% over
the last three years.
5%
Electrical engineering saw almost double enrollment2X
Enrollment
Numbers
Outbound
Call volume
Admission counselors reduced volume by 66% freeing up time
to interact with prospective students in community.
66%
Reached ‘13 application goal nine months early and acceptance
goal five months early. 7000+ registered members and growing!
Application and
acceptance goal
Application
turnaround time
Admission counselors spent less time chasing documents
down. We went from months to weeks!
Our retention 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%

And there’s more…
 Deeper insight into MSOE fit per student, did affect stronger
matriculation rate
 Made admissions more accessible and convenient by reducing
communication and operational friction in the process
 Provided an experience people liked spending time with by getting to
know what matters to them and serving those needs
 Built MSOE brand preference by fostering relationships with prospective
and enrolled students, faculty and alumni
 Kept MSOE top of mind and relevant with more brand involvement and
touch points
 Multiple tiers of increasing involvement, gamification and "stickiness"
creates smaller commitments that made larger commitment easier

So what did users think?
“The MSOE Bridge is a unique program that I have just used for about a week and I
have already grown to love it. It helps me to connect with college students and college
staff/faculty. I am just a junior in high school and this Bridge program provides me
with early college preparatory skills!” Gerald S, High School Student, Hawaii
"Bridge allows future and currents students to connect with one another as well as
professors and administration. It is like MSOE’s very own Facebook! It is great for
connecting with friends, holding group discussions, posting announcements and events, or
simply posting about anything!" Brianna S, Incoming freshmen Fall 2013
"A bridge is defined as a structure built to carry a road or path across a river or other
obstacle. MSOE Bridge in my opinion has been an extended hand of support (many hands
actually) providing passage through an unfamiliar terrain. There hasn't been anything left
for us to figure out on our own. We have felt welcomed from our very first contact with
MSOE and are very pleased to be a part of your family. After all, communication equals
success.“ Bridget R, MSOE Parent

Industry Recognition
W3 Best in Show, Silver General Website
Categories – School/University Sites
MSOE Ranked #5 out of 10
Most Innovative Colleges in the Country
University Standard of Excellence Award
For the first the ever Bridge was cited as
non academic differentiator for MSOE

Engaging Students across the Continuum
MSOE Online Community
Opportunity?
Facebook LinkedIn
Personally
Social
Professionally
Social
Academically
Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni

Social Business Conceptual Model
Student Lifecycle Process / Context
Awareness / Inquiry Prospective Student Student Graduate Alumni
System of Use
CommunityWebsite
Systems of Record
High School
Teachers, etc
Business Partners Faculty and Staff
Supporting
Stakeholders
ERP CRM
Desktop and
Network Drives
BlackboardCMS
+

Things you will need to accept
• Not everyone will participate 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.

Getting Started
 Finalize goals and objectives
 Develop a comprehensive strategy for social media
 Establish cross-functional steering group to establish
executive ownership, coordinate activities and manage
resources
 Pinpoint some quick win opportunities in context of
overall vision
 Identify and track key success measures

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