integrating social media and mobile marketing into recruitment strategy

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Bob Johnson Consulting, LLC Bob Johnson Consulting, LLC 1 Integrating Social Media & Integrating Social Media & Mobile Marketing into Mobile Marketing into Recruitment Strategy Recruitment Strategy Marketing Online Marketing Online Programs Programs October 28-29, 2010 October 28-29, 2010 Washington, D.C. Washington, D.C.

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Overview of key social media and mobile marketing activities to support student recruitment for online programs, with examples from UPhoenix, Ball State University, Walden University, Northcentral University.

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Page 1: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 11

Integrating Social Media & Mobile Integrating Social Media & Mobile Marketing into Recruitment StrategyMarketing into Recruitment Strategy

Marketing Online ProgramsMarketing Online ProgramsOctober 28-29, 2010October 28-29, 2010

Washington, D.C.Washington, D.C.

Page 2: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 22

Part I: Social MediaPart I: Social Media

Connecting like-minded people with Connecting like-minded people with current events and stories…current events and stories…

Page 3: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 33

The social media “Groundswell”…The social media “Groundswell”…

““A social trend in which people use technology A social trend in which people use technology to get the things they need from each other, to get the things they need from each other, rather than from traditional institutions like rather than from traditional institutions like corporations.”corporations.”

Groundswell, Harvard Business Press, 2008Groundswell, Harvard Business Press, 2008

What’s in the Groundswell…What’s in the Groundswell…– FacebookFacebook– YouTubeYouTube– LinkedInLinkedIn– WikipediaWikipedia– Rate My ProfessorRate My Professor– And a host of other sitesAnd a host of other sites

Page 4: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 44

Online adults in the United States…Online adults in the United States…Data from Forrester Research Technographics® surveys, 2010Data from Forrester Research Technographics® surveys, 2010

How people use social media…How people use social media…– Creators………………. 23% Creators………………. 23%

– Conversationalists…… 31%Conversationalists…… 31%

– Critics………………….. 33% Critics………………….. 33%

– Collectors……………… 19% Collectors……………… 19%

– Joiners…………………. 59% Joiners…………………. 59%

– Spectators……………... 69% Spectators……………... 69%

– Inactives………………... 19% Inactives………………... 19%

Groups overlap… thus the high total percentGroups overlap… thus the high total percent

Page 5: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 55

Social Media traffic… October 2, 2010Social Media traffic… October 2, 2010http://www.hitwise.com/resources/data-center.phphttp://www.hitwise.com/resources/data-center.php

1. Facebook……………62.15% 1. Facebook……………62.15%

2. YouTube…………….16.79%2. YouTube…………….16.79%

3. MySpace……………...5.91%3. MySpace……………...5.91%

4. Twitter…………………1.06%4. Twitter…………………1.06%

5. Yahoo! Answers……… .86%5. Yahoo! Answers……… .86%

11. LinkedIn……………… .25%11. LinkedIn……………… .25%

Page 6: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 66

Is “Social Media” a marketing tool?Is “Social Media” a marketing tool?

Yes… an indirect oneYes… an indirect one

– Social media allow potential students to listen Social media allow potential students to listen

to people talk about their experience with youto people talk about their experience with you

– Social media allows people to ask questions Social media allows people to ask questions

about the value of your degree and get about the value of your degree and get

“experience answers” from your students“experience answers” from your students

– Monitor and influence social media Monitor and influence social media

discussionsdiscussions

Page 7: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 77

To make social media work…To make social media work…

Clear responsibility to someone…Clear responsibility to someone…

Update frequentlyUpdate frequently

Monitor what’s happeningMonitor what’s happening

Beware of censorshipBeware of censorship

Prominent links from official websiteProminent links from official website

Monthly activity reportsMonthly activity reports– Participation rateParticipation rate– Topics of interestTopics of interest

Page 8: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 88

Case Study: Case Study: University of PhoenixUniversity of Phoenix

Build online communities that allow current and Build online communities that allow current and future students to…future students to…

““interact, keep up with and explore the world of interact, keep up with and explore the world of University of Phoenix.” University of Phoenix.”

Page 9: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 99

From a home page link…From a home page link…http://www.phoenix.edu/students/online_communities.htmlhttp://www.phoenix.edu/students/online_communities.html

Page 10: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1010

The primary page… 55,585 liking itThe primary page… 55,585 liking it

Page 11: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1111

Active, critical “Discussions” page…Active, critical “Discussions” page…

Page 12: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1212

Complaints about faculty… OKComplaints about faculty… OK

Page 13: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1313

Complaints about financial aid… OKComplaints about financial aid… OK

Page 14: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1414

YouTube: 2,192 subscribers, 569 YouTube: 2,192 subscribers, 569 friends… friends…

Page 15: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1515

LinkedIn for alumni… 7,973 membersLinkedIn for alumni… 7,973 members

Page 16: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1616

Other examples...Other examples...

Ball State UniversityBall State UniversityNorthcentral UniversityNorthcentral University

Walden University Walden University

Page 17: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1717

Ball State FB for Online StudentsBall State FB for Online Studentshttp://www.facebook.com/ballstateonlinehttp://www.facebook.com/ballstateonline

Page 18: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1818

Activate “Discussions”…Activate “Discussions”…

Page 19: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 1919

Let discussions run free…Let discussions run free…http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?

uid=6514736316&topic=4715uid=6514736316&topic=4715

Page 20: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2020

Monitor & reply in 24 hours…Monitor & reply in 24 hours…http://www.facebook.com/waldenu#!/topic.php?http://www.facebook.com/waldenu#!/topic.php?

uid=6514736316&topic=15129uid=6514736316&topic=15129

Page 21: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2121

Create a YouTube presence…Create a YouTube presence…http://www.youtube.com/northcentralunivhttp://www.youtube.com/northcentraluniv

Page 22: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2222

Stay up to date…Stay up to date…

Page 23: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2323

Forrester blogs…Forrester blogs…http://blogs.forrester.com/category/social_media_marketinghttp://blogs.forrester.com/category/social_media_marketing

Page 24: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2424

Pew Internet research reports…Pew Internet research reports…http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-http://www.pewinternet.org/Reports/2009/Adults-and-Social-Network-

Websites.aspxWebsites.aspx

Page 25: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2525

Part II: Mobile MarketingPart II: Mobile Marketing

Instant access…Instant access…

All the time, from anywhereAll the time, from anywhere

Page 26: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2626

How small will things get?How small will things get?http://bit.ly/d9ihtPhttp://bit.ly/d9ihtP

Page 27: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2727

Key Strategy Question:Key Strategy Question:

Why should I put scarce Why should I put scarce resources into mobile resources into mobile

marketing?marketing?

Page 28: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2828

The answer…The answer…

Website experience Website experience shapes brand perception…shapes brand perception…

Page 29: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 2929

Growing expectation…Growing expectation…

A “mobile friendly” websiteA “mobile friendly” website

Page 30: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3030

Tales from the ResearchTales from the Research

Pew Internet & American Life ProjectPew Internet & American Life Project

““Mobile Access 2010”Mobile Access 2010”http://bit.ly/cqxi6Dhttp://bit.ly/cqxi6D

Page 31: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3131

Mobile phone use, 2009 to 2010Mobile phone use, 2009 to 2010

80% of adults (18+) own mobile phones in 80% of adults (18+) own mobile phones in 2010… no change from 20092010… no change from 2009– Take a picture…. Take a picture…. 66 to 76%66 to 76%– Send & receive text messages…Send & receive text messages… 65 to 72%65 to 72%– Send & receive email…Send & receive email… 25 to 34%25 to 34%– Access the Internet…Access the Internet… 25 to 38%25 to 38%– Send & receive instant messages…Send & receive instant messages… 20 to 30%20 to 30%– Record video…Record video… 19 to 34%19 to 34%

Page 32: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3232

““Young adults” 18 to 29…Young adults” 18 to 29…

Heavy use of “mobile” in many areas…Heavy use of “mobile” in many areas…– Send/receive text messages…Send/receive text messages… 95%95%– Take a photo..Take a photo.. 93%93%– Access Internet…Access Internet…

65%65%– Send/receive email…Send/receive email… 52%52%– Use social networking site…Use social networking site… 48%48%

Still low…Still low…– Purchased a product…Purchased a product… 20%20%

Page 33: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3333

Tales from the ResearchTales from the Research

““Mobile User Experience Is Miserable”Mobile User Experience Is Miserable”

Jakob Nielsen: July 2009 AlertboxJakob Nielsen: July 2009 Alertboxhttp://bit.ly/2LgE4jhttp://bit.ly/2LgE4j

Page 34: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3434

Main mobile problems…Main mobile problems…

4 major problems4 major problems

– Small screensSmall screens

– Awkward inputAwkward input

– Slow downloadsSlow downloads

– Poor design for mobilePoor design for mobile

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3535

Reason for optimism…Reason for optimism…

Task success was higher at sites designed Task success was higher at sites designed for mobile access…for mobile access…– 64% task completion at “sites for mobile”64% task completion at “sites for mobile”– 53% task completion at regular websites53% task completion at regular websites

Larger screen = more successLarger screen = more success– Regular cell phones… 38% successRegular cell phones… 38% success– Regular smartphones… 55% successRegular smartphones… 55% success– Touch screen phones… 75% successTouch screen phones… 75% success◄◄

Page 36: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3636

State of Mobile MarketingState of Mobile Marketing

Best uses for “mobile”…Best uses for “mobile”…Your regular website is not obsoleteYour regular website is not obsolete

Page 37: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3737

Mobile tasks: recruitmentMobile tasks: recruitment

Find academic program listFind academic program list

Register for a campus visitRegister for a campus visit

Inquire about enrollment… if simpleInquire about enrollment… if simple

Check application statusCheck application status

Pay an enrollment depositPay an enrollment deposit

Page 38: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3838

Mobile App vs. Mobile WebsiteMobile App vs. Mobile Website

Mobile AppMobile App– Different apps for Different apps for

different devicesdifferent devices– How will people How will people

find your app?find your app?– Not easy to updateNot easy to update– Higher Higher

performance performance possible/Easier usepossible/Easier use

Mobile WebsiteMobile Website– Access from any Access from any

mobile devicemobile device– Can find using Can find using

“search”“search”– Easy to updateEasy to update– Will perform as well Will perform as well

as you build it/Not as you build it/Not great right nowgreat right now

Page 39: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 3939

Make things easy in mobile…Make things easy in mobile…

“As you go to site XYZ it will automatically create a single-column, mobile-friendly view that has navigation scaled to produce videos or slideshows so users won’t have to pinch or scan or scroll or download an app for everything.” – Robert Z. Samuels, director of mobile product

development, New York Times

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4040

The NY Times on mobile…The NY Times on mobile…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4141

Build a new mobile site?Build a new mobile site?

““Mobilize, don’t miniaturize”… anon.Mobilize, don’t miniaturize”… anon.– “… “… the mobile context is so different the mobile context is so different

from the desktop one it deserves direct from the desktop one it deserves direct consideration vs. just consideration vs. just mangling downmangling down a a full-size site.” full-size site.”

Drew Stevenson, University of Minnesota, Drew Stevenson, University of Minnesota, 20102010

Page 42: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4242

Mobile Marketing in Higher Mobile Marketing in Higher EducationEducation

Kettering UniversityKettering UniversityCollege of CharlestonCollege of Charleston

Page 43: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4343

The first image… while it loadsThe first image… while it loads

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4444

At the site… brand imprintAt the site… brand imprint

Page 45: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4545

Ready to inquire?… one stepReady to inquire?… one step

Page 46: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4646

Immediate email response…Immediate email response…

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4747

A task-oriented home page…A task-oriented home page…

Page 48: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4848

No “finger flicking” here…No “finger flicking” here…

Page 49: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 4949

Easy to scan academic majors…Easy to scan academic majors…

Page 50: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5050

Clean, simple program page…Clean, simple program page…

Page 51: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5151

Mobile access to your website…Mobile access to your website…

Page 52: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5252

Texting…Texting…

Ongoing communication for those Ongoing communication for those who opt-in to receive itwho opt-in to receive it– Recruitment eventsRecruitment events

– Important news updatesImportant news updates

Rules similar to email:Rules similar to email:– Must opt-inMust opt-in

– Easy to opt-outEasy to opt-out

Page 53: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5353

Building a database: Recruitment Building a database: Recruitment http://www.stmarytx.edu/admission/?go=mobileupdateshttp://www.stmarytx.edu/admission/?go=mobileupdates

Page 54: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5454

A short summary…A short summary…

Strategy: prepare now to give future Strategy: prepare now to give future students mobile accessstudents mobile access– Identify key tasks for future students that are Identify key tasks for future students that are

“mobile friendly.”“mobile friendly.”– Use analytics to monitor rise of mobile accessUse analytics to monitor rise of mobile access– Give resource priority to mobile site over Give resource priority to mobile site over

mobile apps if you mustmobile apps if you must

Ability in mobile will influence perception of Ability in mobile will influence perception of your brandyour brand

Page 55: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5555

Stay up to date…Stay up to date…

Page 56: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5656

Mobile Marketing Association…Mobile Marketing Association…http://mmaglobal.com/policieshttp://mmaglobal.com/policies

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Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5757

Mobile Marketing HandbookMobile Marketing Handbookhttp://www.mobilemarketinghandbook.com/http://www.mobilemarketinghandbook.com/

Page 58: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5858

Mobile MarketerMobile Marketer http://www.mobilemarketer.com/http://www.mobilemarketer.com/

Page 59: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 5959

Mobile in Higher Ed blog Mobile in Higher Ed blog http://www.dmolsen.com/mobile-in-higher-ed/http://www.dmolsen.com/mobile-in-higher-ed/

Page 60: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6060

Jakob Nielsen Usability Report…Jakob Nielsen Usability Report…http://www.nngroup.com/reports/mobile/http://www.nngroup.com/reports/mobile/

Page 61: Integrating Social Media and Mobile Marketing into Recruitment Strategy

Bob Johnson Consulting, LLCBob Johnson Consulting, LLC 6161

Thank You!Thank You!

Bob Johnson, Ph.D.Bob Johnson, Ph.D.PresidentPresident

Bob Johnson Consulting, LLCBob Johnson Consulting, LLCMarshall, MI 49068Marshall, MI 49068

248.766.6425 248.766.6425

[email protected]@bobjohnsonconsulting.comCustomer Carewords Website Research Customer Carewords Website Research

www.bobjohnsonconsulting.comwww.bobjohnsonconsulting.com