Presented at the AMA Symposium for Higher Education 2016: The higher education market has changed significantly over the past few years. With the rise of social media, increased focus on student outcomes & ROI, and increased competition from online programs, the marketing ecosystem must evolve as well. Join us as we discuss some of the leading trends influencing higher ed marketing today, new research from LinkedIn and CarringtonCrisp that reveals what students believe about the ROI of their graduate degrees and how social media can help, and a sneak preview of changes to the LinkedIn platform that will help you better market your programs in this new connected world.

1. #LinkedInEDU#LinkedInEDU
​ The New Landscape of Higher Ed Marketing
​ and How Social Media Fits
CHANGE BRINGS
OPPORTUNITY
#LinkedInEDU

2. #LinkedInEDU#LinkedInEDU
SPEAKERS
Ira Amilhussin
Sr. Marketing Manager, Education Vertical
LinkedIn
@iraa
Saied Amiry
Global Marketing Director, Education Vertical
LinkedIn
@saiedamiry
#LinkedInEDU
#LinkedInEDU

3. #LinkedInEDU#LinkedInEDU
AGENDA
​ SECTION 1
​ The Trap of Short-Term Thinking
​ SECTION 2
​ Quality Leads to Successful Graduates
​ SECTION 3
​ 4 Best Practices for Sophisticated
Education Marketers
​ SECTION 4
​ How LinkedIn is Adapting Its Platform
for Higher Education
#LinkedInEDU

4. #LinkedInEDU#LinkedInEDU
​ Saied Amiry
​ Global Director, Education Vertical Marketing
​ LinkedIn
The Trap of Short-Term Thinking
#LinkedInEDU

5. #LinkedInEDU#LinkedInEDU
The business world is
consumed by short-term
thinking
#LinkedInEDU

6. #LinkedInEDU#LinkedInEDU
Short-term thinking is dominating
our personal lives too
#LinkedInEDU

7. #LinkedInEDU#LinkedInEDU
Short-term thinking is rooted
in our human biology
#LinkedInEDU

8. #LinkedInEDU#LinkedInEDU
As marketers, are we"
in danger of failing the
Marshmallow Test?
#LinkedInEDU

9. #LinkedInEDU#LinkedInEDU
Are we too enticed by short-
term results, to stay focused
on greater long-term rewards?
#LinkedInEDU

10. #LinkedInEDU#LinkedInEDU
“Digital has spent a decade telling us you can
measure everything instantly and that it’s a
good thing. The reality is it’s a very bad thing.”
​ Peter Field, Author
Yes, we are in danger of chasing short-term metrics
#LinkedInEDU

11. #LinkedInEDU#LinkedInEDU
4 Rules to Rethink Advertising
for Long-Term Effectiveness
#LinkedInEDU

12. #LinkedInEDU#LinkedInEDU
Rule #1
Think Beyond
Direct Response
#LinkedInEDU

13. #LinkedInEDU#LinkedInEDU
The optimal mix between brand
direct response is…
#LinkedInEDU

14. #LinkedInEDU#LinkedInEDU
60/40 Rule!
“The two must work together.
Investment in long-term brand
building, combined with short term
activations reap the sales benefits of
those investments.”
The optimal media mix is 60% of
budget spent on brand
#LinkedInEDU

15. #LinkedInEDU#LinkedInEDU
Direct response and brand
campaigns go hand in hand
#LinkedInEDU

16. #LinkedInEDU#LinkedInEDU
Rule #2
Broad Reach is Better
Than Tight Targeting
#LinkedInEDU

17. #LinkedInEDU#LinkedInEDU
Which CPG giant is scaling back
on hyper targeting?
#LinkedInEDU

18. #LinkedInEDU#LinkedInEDU
Broad reach leads to optimal
results & prospect engagement
Audience Size
#LinkedInEDU

19. #LinkedInEDU#LinkedInEDU
Rule #3
Maintain Consistency
Across Touchpoints
#LinkedInEDU

20. #LinkedInEDU#LinkedInEDU
Which logistics company is making all of its logos
the same color to drive brand memory and recall?
#LinkedInEDU

21. #LinkedInEDU#LinkedInEDU
The most trusted brands are
consistent across touchpoints
#LinkedInEDU

22. #LinkedInEDU#LinkedInEDU
Rule #4
Rethink Measurement
#LinkedInEDU

23. #LinkedInEDU#LinkedInEDU
How long does it take to see long-
term effects of building a brand?
#LinkedInEDU

24. #LinkedInEDU#LinkedInEDU
It may take 6 months to see the long-term effects
of building a brand (and more likely 3 years)
#LinkedInEDU

25. #LinkedInEDU#LinkedInEDU
1. Net Promoter Score: “The One Number You Need to Grow”
2. Brand Sentiment Tracking: Quality vs. Vanity Metrics
3. Multi-Touch Attribution: Go Beyond Last Click
Ideas to Rethink Measurement
#LinkedInEDU

26. #LinkedInEDU#LinkedInEDU
The Wrap Up
What Have We Learned?
#LinkedInEDU

27. #LinkedInEDU#LinkedInEDU
1. Think Beyond Direct Response: The 60:40 Rule
2. Focus on Reach: Precision Targeting is Not Necessary
3. Consistency Is King: Be Consistent Across Touchpoints
4. Rethink Measurement: Invest in Long-term Advertising
What Have We Learned?
#LinkedInEDU

28. #LinkedInEDU#LinkedInEDU
​ Ira Amilhussin
​ Sr. Marketing Manager, Higher Education
​ LinkedIn
Quality Leads to Successful Graduates
#LinkedInEDU

29. #LinkedInEDU#LinkedInEDU
815
in the U.S. & Canada
What motivations & behaviors
are associated with
successful graduates?
115
in the U.S. & Canada
How is social media being
used in admissions and
career services?
#LinkedInEDU

30. #LinkedInEDU#LinkedInEDU
Social media can help universities improve
quality at all points of the student journey
QUALITY
PROSPECTS STUDENT
COMMUNITY
ALUMNI
OPPORTUNITIES
#LinkedInEDU

31. #LinkedInEDU#LinkedInEDU
Insight #1: Business schools have gone social
71%
use social media
98%
use social media
Admissions Career Services
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU

32. #LinkedInEDU#LinkedInEDU
LinkedIn and Facebook are used
most by admissions
Social networks used by admissions teams
85%
85%
75%
55%
#LinkedInEDU

33. #LinkedInEDU#LinkedInEDU
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
Connecting
with applicants
Supplementing
Admissions Info
90%
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU

34. #LinkedInEDU#LinkedInEDU
Insight #2: 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%
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU

35. #LinkedInEDU
6.9%
5.4%
1.1%
0.6%
$386
$162
$111
$533
$0
$100
$200
$300
$400
$500
$600
0%
1%
2%
3%
4%
5%
6%
7%
8%
Conversion Rate!
(higher is better)!
Cost Per Lead!
(Lower is better)!
High
Conversion
Rate
+
Low
Cost Per
Lead
*This is Converge Consulting aggregated client data from 15+ MBA, Executive MBA, Evening MBA and Part-time MBA programs across the US. This is benchmark data from many different types of schools in size and format.
Display
Search
Facebook
Converge Consulting: MBA Lead Generation Trends
#LinkedInEDU

36. #LinkedInEDU#LinkedInEDU
Insight #3:
The master’s degree is
still valuable
Source: 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

37. #LinkedInEDU#LinkedInEDU
The majority of grads were able
to accomplish successful outcomes
33%
16%
Aspiring
Entrepreneur
Career
Enhancer
Career
Switcher
6%
55%
SUCCESSFUL
OUTCOMES
Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)
#LinkedInEDU

38. #LinkedInEDU#LinkedInEDU
Insight #4: 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
48
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)
#LinkedInEDU

39. #LinkedInEDU#LinkedInEDU
Key Findings
1
2
3
4
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.
#LinkedInEDU

40. #LinkedInEDU#LinkedInEDU
Top tips for admissions & marketing
Prospects
Inquiries
Applicants
Admits
#LinkedInEDU

41. #LinkedInEDU#LinkedInEDU
#1 Build a Solid Foundation
#LinkedInEDU

42. #LinkedInEDU#LinkedInEDU
Develop audience personas
#LinkedInEDU
ü INTERVIEW
your current customers
and enrollment advisors
ü ANALYZE
your student databases
ü OBSERVE
what is being discussed
on social media

43. #LinkedInEDU#LinkedInEDU
#2 Audit existing content and enlist content creators
#LinkedInEDU

44. #LinkedInEDU#LinkedInEDU#LinkedInEDU

45. #LinkedInEDU#LinkedInEDU
You don’t have to go it alone
Faculty
Public Relations
Career Services
Freelance
Writers
Agencies
#LinkedInEDU

46. #LinkedInEDU#LinkedInEDU
#3 Build a healthy mix of relevant, helpful content
#LinkedInEDU

47. #LinkedInEDU#LinkedInEDU
Higher Ed: Through the funnel
Plan content that educates and inspires
along with content that collects leadsUpper Funnel
Brand Messaging
Thought Leadership
Awareness
(Ungated)
Discovery
Selection
(Gated) 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 Funnel
Lead Focused
Direct Messaging #LinkedInEDU

48. #LinkedInEDU#LinkedInEDU
#4 Go visual!
#LinkedInEDU

49. #LinkedInEDU#LinkedInEDU
Invest in great images
#LinkedInEDU

50. #LinkedInEDU#LinkedInEDU
Build a solid foundation1
Audit existing content and enlist content creators2
Build a healthy mix of relevant content3
4 Go visual!
4 Best Practices for Content Marketing
#LinkedInEDU

51. #LinkedInEDU#LinkedInEDU
​ Saied Amiry
​ Global Director, Education Vertical Marketing
​ LinkedIn
How LinkedIn is Adapting "
its Platform for Higher Education
#LinkedInEDU

52. #LinkedInEDU
Better
achieve
marketer
objectives
Prove value
through
analytics &
insights
Simplify
access to
products &
capabilities
Target
the
audiences
that matter
Evolving our platform in 2017
to increase advertiser ROI
#LinkedInEDU

53. #LinkedInEDU#LinkedInEDU
Better Achieve
Marketer Objectives
#LinkedInEDU

54. #LinkedInEDU#LinkedInEDU
​ Easily generate high-quality leads from your campaigns, based
on a variety of calls-to-actions and objectives
LinkedIn Lead Gen Forms
#LinkedInEDU

55. #LinkedInEDU#LinkedInEDU
Sponsored Content Beyond LinkedIn
​ Scale professional reach beyond LinkedIn to high quality destinations
#LinkedInEDU

56. #LinkedInEDU#LinkedInEDU
​ Instantly populate lead forms with
accurate, LinkedIn professional data
Improve quantity and quality of leads
through access to LinkedIn’s
professional data
​ Make it easy to fill out forms on
mobile or desktop with a single click
Boost
Conversion
Rates with
LinkedIn AutoFill
#LinkedInEDU

57. #LinkedInEDU#LinkedInEDU
Prove Value Through
Analytics & Insight
#LinkedInEDU

58. #LinkedInEDU#LinkedInEDU
Easily measure and optimize the business impact of your
LinkedIn Ads investment using native attribution tools
Conversion Tracking
#LinkedInEDU

59. #LinkedInEDU#LinkedInEDU
​ Analyze the performance of your
campaigns using Campaign Manager
rich demographic reporting to
understand who your ads resonate
with best
Campaign
Demographic
Reporting
Beyond the Click
#LinkedInEDU

60. #LinkedInEDU#LinkedInEDU
Simplify Access
to Products &
Capabilities
#LinkedInEDU

61. #LinkedInEDU#LinkedInEDU
Simplify your brand experience…
+
University Page Company Page
#LinkedInEDU

62. #LinkedInEDU#LinkedInEDU
Into a new, unified university experience
#LinkedInEDU

63. #LinkedInEDU#LinkedInEDU
With the same Alumni Tool we all love…
#LinkedInEDU

64. #LinkedInEDU#LinkedInEDU
And an all new, streamlined admin page
#LinkedInEDU

65. #LinkedInEDU#LinkedInEDU
Brand new self-service channel for marketers to reach professionals in
the most personalized and direct way on LinkedIn
Sponsored InMail for Self-Service
#LinkedInEDU

66. #LinkedInEDU#LinkedInEDU
Target Audiences
That Matter
#LinkedInEDU

67. #LinkedInEDU
Matched Audiences: Website Retargeting
Engage your website visitors with relevant content on LinkedIn as an
always-on strategy
#LinkedInEDU

68. #LinkedInEDU
Matched Audiences: Email & Company
Power your account-based marketing efforts and reach key prospects
#LinkedInEDU

69. #LinkedInEDU#LinkedInEDU
New “years of experience” targeting facet
Reach people based on how many years they have worked
#LinkedInEDU

70. #LinkedInEDU#LinkedInEDU
Better Achieve
Marketer
Objectives
Simplify Access
to Products &
Capabilities
Prove Value
Through Analytics &
Insight
Target Audiences
That Matter
Lead Gen
Forms
New Dynamic
Ads Formats
Sponsored Content
Beyond LinkedIn
Autofill
Account
Targeting
Website
Retargeting
Marketing
Automation Contact
Targeting
Contact
Targeting
Conversion
TrackingExpanded
analytics API
Campaign Insights
and
Recommendations
Campaign
Demographic
Reporting
Help Center
Revamp
Programmatic
Display
Sponsored InMail
for Self-Service
University
Pages Merge
#LinkedInEDU

71. #LinkedInEDU
We are Committed to Higher Education
And Investing in its Future
#LinkedInEDU

72. #LinkedInEDU#LinkedInEDU
Q&A
​ Saied Amiry
​ LinkedIn
​ @saiedamiry
​ Ira Amilhussin
​ LinkedIn
​ @iraa
#LinkedInEDU

73. #LinkedInEDU#LinkedInEDU
Thank You!
#LinkedInEDU