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The Power of the Connected School
Best Practices for Maximizing LinkedIn for Your University
“ In higher education, traditional silos can
stymie the larger work and goals that so
many are working to achieve.
“
Brand...
THE CHALLENGE
Data Sits in Silos
MARKETING
ADMISSIONS
CAREER
SERVICES
UNIVERSITY
DEVELOPMEN
T
ALUMNI
RELATIONS
CAREER
SERV...
THE SOLUTION
Breakdown Silos
with LinkedIn
MARKETING
ADMISSIONS
CAREER
SERVICES
DEVELOPMEN
T
CAREER
SERVICES
IP / THOUGHT
...
5 fresh ideas for breaking down silos
1. Identify a common message to rally all departments around
2. Create a culture of ...
A Connected School fully harnesses the
Power of LinkedIn
University Pages
Sponsored & Organic Content
Sponsored InMail
Lea...
MEDIA
Creating a Connected School to Engage
Organic + Paid Media Works Hand-in-Hand
Target | Engage | Optimize
EXTEND HOW YOU:
Display Ads
Text Ads
Sponsored Content
...
UNIVERSITY PAGES
Your School’s Hub on LinkedIn
• Engage a wide range of stakeholders, from
prospects to alumni, donors, an...
Organize University Pages by school and link them together
Make regular, targeted posts
Highlight alumni stories to engage...
SLIDESHARE
An Interactive channel for your
thought leadership content
Leverage visuals and video
Be concise
Make a good first impression
Have a strong CTA
Gain insights
SlideShare Best Practic...
ONLINE PUBLISHING
University Leaders, Students, and
Alumni as Social Influencers
Offer an authentic human
voice to your or...
#LinkedInEDU#LinkedInEDU
Benefits for universities with social leaders
Efficiently connect with the people that matter
Sho...
SPONSORED CONTENT
Reach beyond your Followers
to targeted audiences
Target your most valuable audiences:
prospects, donors...
Invest in great images
Optimize your landing pages
Start with broad targeting
Post a variety of content
Sponsored Content
...
LEAD GEN FORMS
Make it Easier to Collect Quality
Leads
• Generate high-quality leads at scale
• Prove the ROI of your lead...
INMAIL
More freedom and flexibility
for your messaging
• Optimize for mobile, including a call to
action that remains on t...
Make it personal
Optimize for relevance
Set your program apart
Amplify and personalize
Sponsored InMail Best Practices
Duk...
TEXT ADS
High-quality leads in an easy,
self-serve solution
Best Practices:
• Test different variations of your text ads
•...
INSIGHTS
Creating a Connected School to
Understand
Breaking the Silos with
Insights Across Departments
Here are just a sample of the questions LinkedIn data
can help you ans...
LINKEDIN INSIGHT TAG
Your key to better
understanding your key
audiences
• See the business demographics of your site
visi...
TOOLS
Creating a Connected School to Drive
Behavior
ALUMNI TOOL
Engage and learn about your
most valuable audience
Use our Alumni Tool to discover
aggregated
date that includ...
PREMIUM SUBSCRIPTIONS FOR HIGHER
EDUCATION
Demonstrates your school’s
commitment to student success
With LinkedIn Premium,...
ELEVATE
Connecting Staff and Faculty
with a Global Community
Through Elevate, you can:
• Make it easy for employees to sha...
THE LINKEDIN IMPACT
Marketers’ focus LinkedIn impact area
Branding & Content
Convert to enrollments
Convert to leads
Graduate/complete the pro...
4
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the...
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the p...
4
MEANINGFUL
EMPLOYMENT
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads...
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the p...
A few forward thinking schools have already started
3
5
PANEL
Sandra Paniccia
Executive Director, Integrated Marketing
Cornell University, SC Johnson College of Business
Cynt...
Graduate Student Results
from
Cornell University CASE STUDY
20%
Additional
profile views
50%
Increase in
new
connections
1...
Questions?
Thank You!
LNKD.IN/HIGHERED
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The Power of the Connected School

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Join LinkedIn's own marketers as they demonstrate how you can maximize the power of LinkedIn for your university.

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The Power of the Connected School

  1. 1. The Power of the Connected School Best Practices for Maximizing LinkedIn for Your University
  2. 2. “ In higher education, traditional silos can stymie the larger work and goals that so many are working to achieve. “ Brandon Buzbee Associate Vice Chancellor, Global Networks, University of Denver
  3. 3. THE CHALLENGE Data Sits in Silos MARKETING ADMISSIONS CAREER SERVICES UNIVERSITY DEVELOPMEN T ALUMNI RELATIONS CAREER SERVICES IP/THOUGHT LEADERSHIP EDUCATION /FACULTY STUDENT PROSPECT STUDENT ALUMNI
  4. 4. THE SOLUTION Breakdown Silos with LinkedIn MARKETING ADMISSIONS CAREER SERVICES DEVELOPMEN T CAREER SERVICES IP / THOUGHT LEADERSHIP EDUCATION / FACULTY ENGAGEMEN T PROSPECT STUDENT ALUMNI
  5. 5. 5 fresh ideas for breaking down silos 1. Identify a common message to rally all departments around 2. Create a culture of content 3. Connect alumni to prospects and applicants 4. Utilize your career services team as a marketing asset 5. Enlist university leaders to be the face of your schools 5
  6. 6. A Connected School fully harnesses the Power of LinkedIn University Pages Sponsored & Organic Content Sponsored InMail Lead Gen Forms Dynamic Ads Skills in Demand Reporting Alumni & Student Connectivity Outcomes Reporting LinkedIn Learning Courses Premium Subscriptions Elevate for Alums Sales Navigator for Alums TOOLSINSIGHTSMEDIA Prospect Student Alumni
  7. 7. MEDIA Creating a Connected School to Engage
  8. 8. Organic + Paid Media Works Hand-in-Hand Target | Engage | Optimize EXTEND HOW YOU: Display Ads Text Ads Sponsored Content Sponsored InMail Lead Gen Forms Elevate PAIDORGANIC University Pages SlideShare Long-form posts
  9. 9. UNIVERSITY PAGES Your School’s Hub on LinkedIn • Engage a wide range of stakeholders, from prospects to alumni, donors, and employers • Publish current news, promote students and alumni events, and share success stories • Encourage students and alumni to like, share, and comment on your content • Gain insights on your audiences with real- time analytics, such as follower demographics and engagement with your posts
  10. 10. Organize University Pages by school and link them together Make regular, targeted posts Highlight alumni stories to engage prospects and students Celebrate school milestones and accolades – ie. rankings, awards Invest in your University Pages by sponsoring content University Page updates containing links can have up to a 45% higher follower engagement than updates without links. 45% University Pages Best Practices
  11. 11. SLIDESHARE An Interactive channel for your thought leadership content
  12. 12. Leverage visuals and video Be concise Make a good first impression Have a strong CTA Gain insights SlideShare Best Practices
  13. 13. ONLINE PUBLISHING University Leaders, Students, and Alumni as Social Influencers Offer an authentic human voice to your organization Download our Exec Playbook: Lnkd.in/ExecPlaybook
  14. 14. #LinkedInEDU#LinkedInEDU Benefits for universities with social leaders Efficiently connect with the people that matter Show that your institution is innovative Offer an authentic, human face to your institution Be a voice of your industry and build thought leadership Build relationships with key stakeholders 1 2 3 4 5
  15. 15. SPONSORED CONTENT Reach beyond your Followers to targeted audiences Target your most valuable audiences: prospects, donors, employers Reach your prospect anywhere Grow your business at every stage
  16. 16. Invest in great images Optimize your landing pages Start with broad targeting Post a variety of content Sponsored Content Best Practices William & Mary’s Mason School of Business converted over 60% more enrolled students with LinkedIn Sponsored Content than with Google AdWords, at 2.5 times lower advertising spend. CASE STUDY
  17. 17. LEAD GEN FORMS Make it Easier to Collect Quality Leads • Generate high-quality leads at scale • Prove the ROI of your lead gen campaigns • Access and manage your leads with ease “Lead Gen Forms provide a frictionless way for us to reach out to customers.” Fareed Raja Channel Manager, Jack Welch Management Institute
  18. 18. INMAIL More freedom and flexibility for your messaging • Optimize for mobile, including a call to action that remains on top of the screen • Deliver in real-time when members are actually on LinkedIn, increasing open rates • Show up in an uncluttered professional context to ensure maximum mindshare • Personalize your messages to resonate with your target audience
  19. 19. Make it personal Optimize for relevance Set your program apart Amplify and personalize Sponsored InMail Best Practices Duke leveraged InMail for its Cross Continent MBA and saw a 400% increase in conversions. CASE STUDY
  20. 20. TEXT ADS High-quality leads in an easy, self-serve solution Best Practices: • Test different variations of your text ads • Try re-framing your headline as a question • Reference your target audience’s title or industry • Use your school logo if there is good brand recognition • Include a call to action such as “Act Now”
  21. 21. INSIGHTS Creating a Connected School to Understand
  22. 22. Breaking the Silos with Insights Across Departments Here are just a sample of the questions LinkedIn data can help you answer across different departments: ADMISSIONS How is LinkedIn impacting brand awareness and enrollment? Which geographic areas deliver the most students? How much is your brand influencing your target audience? CAREER SERVICES What are the career outcomes for your graduates? What skills will we need to enable in the future? Which companies hire from your competitors? ALUMNI RELATIONS Where are your alumni living and working? What are their degrees by geography? Access to custom segments comprised of companies most likely to hire your alumni. THOUGHT LEADERSHIP What type of content is our target audience consuming on the platform? High-related supply and demand for specific target audience in a specific geographic area.
  23. 23. LINKEDIN INSIGHT TAG Your key to better understanding your key audiences • See the business demographics of your site visitors from any source • Confirm if those visitors are the ones your really want – and adjust your marketing accordingly • Understand, segment and nurture prospects with more informed and relevant messaging
  24. 24. TOOLS Creating a Connected School to Drive Behavior
  25. 25. ALUMNI TOOL Engage and learn about your most valuable audience Use our Alumni Tool to discover aggregated date that includes: • Top 25 places alumni live • Top 25 employers of alumni • Top 25 industries that employ alumni
  26. 26. PREMIUM SUBSCRIPTIONS FOR HIGHER EDUCATION Demonstrates your school’s commitment to student success With LinkedIn Premium, students can: 1. Reach members on LinkedIn with InMail 2. See “Who’s Viewed My Profile” over the last 90 days 3. Apply to jobs as a Featured Applicant 4. Access online courses and technical skills with LinkedIn Learning “With Featured Applicant, I was on top of every hiring manager’s list. I started getting interviews and recruiters were visiting my [LinkedIn profile]. I was able to get the attention of companies I wanted to join.” Abhinav Goplakrishnan Marketing Analyst, DWG
  27. 27. ELEVATE Connecting Staff and Faculty with a Global Community Through Elevate, you can: • Make it easy for employees to share quality, company-relevant content • Leverage user insights to power results and show full-funnel impact • Increase alumni engagement and support key fundraising goals
  28. 28. THE LINKEDIN IMPACT
  29. 29. Marketers’ focus LinkedIn impact area Branding & Content Convert to enrollments Convert to leads Graduate/complete the program Achieve meaningful employment MORE QUALIFIED, IN MARKET LinkedIn changes the shape of the marketing funnel
  30. 30. 4 Marketers’ focus LinkedIn impact area See and click on ads Convert to enrollments Convert to leads Graduate/complete the program Achieve meaningful employment MORE ENROLLMENTS LinkedIn changes the shape of the marketing funnel
  31. 31. Marketers’ focus LinkedIn impact area See and click on ads Convert to enrollments Convert to leads Graduate/complete the program Achieve meaningful employment HIGHER GRADUATION RATES LinkedIn changes the shape of the marketing funnel
  32. 32. 4 MEANINGFUL EMPLOYMENT Marketers’ focus LinkedIn impact area See and click on ads Convert to enrollments Convert to leads Graduate/complete the program Achieve meaningful employment LinkedIn changes the shape of the marketing funnel
  33. 33. Marketers’ focus LinkedIn impact area See and click on ads Convert to enrollments Convert to leads Graduate/complete the program Achieve meaningful employment BUILDING A VIRTUOUS MARKETING CYCLE LinkedIn changes the shape of the marketing funnel
  34. 34. A few forward thinking schools have already started
  35. 35. 3 5 PANEL Sandra Paniccia Executive Director, Integrated Marketing Cornell University, SC Johnson College of Business Cynthia Saunders-Cheatham Executive Director, Career Management Center Cornell University, SC Johnson College of Business
  36. 36. Graduate Student Results from Cornell University CASE STUDY 20% Additional profile views 50% Increase in new connections 15x Increase in invitations sent 3x Increase in job applications via LinkedIn *Data based on 30 day pre vs. post activation metrics
  37. 37. Questions?
  38. 38. Thank You! LNKD.IN/HIGHERED

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