Crossing the Higher Education Chasm - Russell Glass
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Originally presented during EducationConnect 2015 on 10/15/15 in NY, Russ Glass , Head of Products, LinkedIn Marketing Solutions discusses how LinkedIn is adapting its platform for higher education.
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Crossing the Higher Education Chasm - Russell Glass
- 1. How LinkedIn is Adapting its Platform for Higher Education Crossing the Higher Education Chasm Russell Glass Head of Products, LinkedIn Marketing Solutions @glassruss
- 2. Four Major Trends Shaping the Future of Education
- 3. Affordability is in the Spotlight#1
- 4. Measuring Outcomes Increasingly Important#2
- 5. Higher Ed Decisions Becoming More Social 45% of prospective MBA students say word of mouth recommendations are more important than rankings Carrington Crisp. Tomorrow’s MBA 2014 #1 Friends and family are the top non-school resource when researching b-schools 2014 GMAC Prospective Students Survey #3
- 6. Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013 91% 81% Increased visibility with customers Increased loyalty Relationships Matter: Social Impacts your School’s Visibility #4
- 7. It’s a Challenging World for Education Marketers Declining interest in MBA Shrinking future audience Competition has increased Cost per inquiries rising
- 8. How Do We Successfully Cross The Chasm? Declining interest in MBA Shrinking future audience Competition has increased Cost per inquiries rising Great Student Outcomes University Success Sustained Innovation & Relevance
- 9. Three Trends Putting Wind in Our Sails
- 10. Online Learning is Proliferating Like Never Before TREND ONE
- 11. 270k+ Lynda Videos Supplement curricula Promote faculty and staff development Support classroom technologies Drive student engagement and success
- 12. TREND TWO Technology is Enabling Better Measurement of Student Success
- 13. Measurement & Adaptive Learning Are Progressing
- 14. Employers Increasingly Working with Education Providers to Develop Curricula TREND THREE
- 15. Partnering for Graduate Success & Employment
- 16. The LinkedIn Value Proposition: The most effective platform to impact the entire student-professional journey
- 17. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015* 32M 380M+ Professionals join daily
- 18. SchoolsCompanies Knowledge SkillsMembers Jobs The Economic Graph 380M+ 4M+ 3M+ 25K+ 17M+ presentations 1M+ long-form posts 270K+ Lynda videos
- 19. Particularly on professional social networks Students Seek Educational Information Online LinkedIn survey – US April 2014 86% 54% 53% 49% 39% 38% 32% 22% 22% Institution Website Online News Publication Peers Professional Social… Brochures Friends / Family Email Trade Events / Open-days Personal Social Networks Professional networks used over 2x more than personal networks
- 20. Research Schools Acquire Knowledge Develop Profile Build Network Connect with Alumni Internship Job Upgrade Skills Develop Career Support Causes LinkedIn Products (Paid & Organic) Support the Entire Student-Professional Journey
- 21. LinkedIn Products Support All Major Educational Departments Admission Education Career ServicesDevelopment IP/Thought Leadership Marketing Educational Institution
- 22. How LinkedIn Helps Higher Education Today
- 23. Most Effective Platform to Engage with Professionals Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results
- 24. Be Relevant Early InMail 2.0 + Sponsored Updates
- 25. Connections Company Industry Size Name GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation Target Only the Right Audience
- 26. Be Everywhere On and Off Desktop
- 27. Be Helpful Throughout Outcomes / School Finder
- 28. Be Helpful Throughout Alumni Tool
- 29. Measure It All
- 30. How LinkedIn Will Help Higher Education in the Future
- 31. Invest in Simplification University Page Company Page +
- 32. Drive Next Level Performance Programmatic Display 1-Click Lead Gen Customer Data Onboarding
- 33. We are Committed to Higher Education And Investing in its Future
Notas do Editor
- Average debt for the class of 2015 is higher now $35k In January of this year, President Obama announced his America’s College Promise proposal, which would provide two free years of community college funding,
- College Employer Collaborative Press Release: http://www.jff.org/news-media/press-release-jobs-future-and-corpu-present-college-employer-collaborative-2014-clinton
- The most effective platform for educational institutions to reach prospective students, current students, and alumni
- How can we do this? To start, there are over 200,000 professionals joining LinkedIn daily. And we now have over 380 million profiles on the site – more than 10 times what we had just 7 years ago.
- One manifestation of LinkedIn’s vision is the economic graph - a digital mapping of every major component of the global economy: workers, their skills, companies, their jobs, and institutions that provide training and education The economic graph will reduce the friction for the flow of all forms of capital – real, human, and intellectual. Members >350M (39M students & recent grads) Companies >4M Colleges and Universities >25K Active job listings >3M Jobs and internships for students = >40K
- When researching educational institutions, what sources of information do you use? n=499 Highlight that we’re not just a network, we are online news. Highlight online news publications blue.
- LinkedIn provides valuable tools to support the entire student journey -- from the moment they consider furthering their education, to the moment they become and alumni of your school.
- LinkedIn provides a powerful platform for all constituencies within the school to reach their key audiences.
- LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
- We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- Reduction in complexity - no dual CP/UP architecture Can do SU off UPs Follower Migration