This document summarizes a presentation about using social media for student recruitment and enrollment. It discusses defining social media and different types of social media. It emphasizes connecting with existing networks of current students, alumni and prospects, informing them through social media, and amplifying engagement. It provides examples of using Facebook, Twitter and other tools to promote events, share news, encourage interaction and measure effectiveness. Guidelines are presented for developing an effective social media strategy integrated with other communications.

1. Social Networks andStudent Enrollment An integrated approach Presented by: @andrewcareaga @MissouriSandT #AACRAOSEMXIX Nov. 8, 2009

2. What is social media? Why does it matter? Why should you use it? How can you use it? Have fun! Our goals today

3. What is your digital IQ?

5. user-generated content

6. ‘architecture of participation’What is social media?

7. Types of social media

8. Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )

9. Changing channels:from mass market to social mediaSource: Universal McCann, When Did We Start Trusting Strangers? September 2008 (http://universalmccann.bitecp.com/strangers_report.pdf )

10. User-generated content:a brief history

11. Groundswell social media ladder How people use social media Source: Forrester Research; Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies (2008)

12. Graphic: Business Week, www.businessweek.com/magazine/content/07_24/b4038405.htm

13. Social media usageages 18-24Source: www.forrester.com/Groundswell/profile_tool.html

14. In a revolution, kings lose their heads.

15. … therefore, think like a peasant.Dan Forbush, founder of Profnet, 1996

16. Social media: the realmof the digital peasants

17. A few of my friends

18. ‘Twitter is about approach, transparency and immediacy.’ Jack Dorsey, co-founder of Twitter (and Missouri S&T alum) :)

20. Jack Dorsey has more followers on Twitter (1,300,585) than The New York Times has subscribers (1,039,031)

21. http://www.youtube.com/watch?v=sIFYPQjYhv8

22. The real digital divide:immigrants vs. natives

23. Preferences for learning, workingSource: Mark Prensky, “Digital Natives, Digital Immigrants,” On the Horizon (MCB University Press, Vol. 9 No. 5, October 2001)

24. 95% spend time with friends face to face 88% talk to friends on a landline 67% talk to friends on a cell phone 65% send email to friends 61% use social networking sites 60% of online teens send instant messages to friends 58% send text messages to friends Source: Pew Internet & American Life Project How teens communicate

25. It’s not just teens; it’s parents 90 percent of parents use the web to select a college for their children 84 percent prefer email communication with a college or university 76 percent prefer follow-up by mail (letter, brochure) 5 percent looked at a campus’s MySpace page Source: Circling Over Enrollment: The E-Expectations of the Parents of College-Bound Students , cited in Joe Dysart “90 percent of parents choose their kids’ colleges on the web,” TodaysCampus.com, Nov. 4, 2009

27. ‘Trust ranking’ of recruitment efforts Levels of trustSource: Hobsons Domestic Research Report 2009-2010, cited by Karlyn Morissette, www.doteduguru.com, Oct. 22, 2009

28. What is (insert latest social media service here) Why ______________ is silly Why ______________ is cool Hey, look what famous celebrity is using ___________ ! The dark side of _______________ ____________ doesn’t live up to its promise Hey, whatever happened to ____________ ? The rise and fall of social media(according to mainstream media)

29. Time spent on social networking sites has tripled in the past year Source: Nielsen Social networks: the big three

31. How do you leverage social media for student recruitment?

32. First, discoverwhat’s already working

33. Campus visits/summer camps More than 70% apply About 61% enroll 26% of 2009 freshmen attended at least one summer program Tele-counseling Increases attendance at high school visits, receptions, etc. Consistent, frequent communication Relationship building What works at Missouri S&T?Highest-yielding enrollment activities

34. Enrollment Management communications plan 14-18 contacts or communications per prospective student 21-27 for minorities or women 28-36 for minority women Other university outreach Public relations activities Design team, alumni events Athletics recruitment Social media  Communication + relationships

36. Listen and engage

37. Reach out3 steps to social network success

38. Amplifyyour networks

39. Social media in S&T’s communications workflow

40. Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

41. Social web callouts:1,387 colleges/universitiesSource: BlueFuego.com, “Social Web Callouts: 6-month research,” Aug. 3, 2009

42. Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

43. Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

44. Connect with existing networks Current students Alumni Prospective students Inform them Information leads to involvement and engagement The power of amplification

45. The power of ampli-fication

46. Listen and engage

47. Listen andengage ‘Something as simple as a status update that ties to an emotional time in new, current, and former students lives seems to resonate.’ Rachel Reuben, director of web communication, SUNY New Paltz doteduguru.com blogger

48. Promote events Share news Share images and video Encourage interaction What can you do with a Facebook group or fan page?

49. Promote events What can you do with a Facebook group or fan page?

50. Share news What can you do with a Facebook group or fan page?

51. Share images What can you do with a Facebook group or fan page?

52. Encourage interaction What can you do with a Facebook group or fan page?

54. Share news

55. Share images and video

56. Encourage interactionWhat can you do with a Twitter account?

57. Teens don’t Tweet?

58. ‘[N]ow comScore tells us that kids used to hate Twitter, but they don't anymore.’ Source: Dan Frommer, “Actually, kids don’t hate Twitter anymore,” BusinessInsider.com, Aug. 26, 2009 Teens don’t Tweet?

60. Unigo

61. CappexSocial networks for prospective students

62. Internal social networks

64. Who?

65. Where do they go?

66. Content

67. What is being read?

68. What is of interest?

69. Engagement and actionSource: Jen Evans and Michael Procopio, “From Talk to Action” (sequentiaenvironics.com) Measurement

70. Facebook fan page audience

71. More insights from Facebook

72. Measuring content: Twitter

73. Measuring content: Twitter

74. Clicks on ‘Keister bomb’

75. They’re clicking, but…are they interacting?

76. They’re clicking, but…are they interacting? Numbers aren’t everything

77. Facebook: audience engagement

78. Facebook: audience engagement

79. Likes/post (as a % of fans) Comments/post (as a % of fans) Total engagement = A+B/# of fans Facebook: audience engagementthe BlueFuego formula

80. Analyzing social media traffic

81. Analyzing social media traffic

82. How to engage? When to engage? Who’s in charge? Social media guidelines

83. First – learn about social media Integrate into your existing communications strategy Which tools work for you? Collaborate – don’t compete Clarify account ownership Get necessary approvals Define critical vs. non-critical content Understand your liability Social media guidelines

84. Protect your students Protect your account Be ethical Be open (don’t try to suppress content) And finally… Social media guidelines

85. Don’t be like them

86. Resources: books and blogs The Cluetrain Manifesto, Rick Levine, Christopher Locke, Doc Searles, David Weinberger (www.cluetrain.com) Groundswell, Josh Bernoff and Charlene Li The New Rules of Marketing and PR, David Meerman Scott Wikinomics, Don Tapscott Blogs BlogHighEd.org CollegeWebEditor.com doteduguru.com

87. Andrew Careaga Director of Communications Missouri University of Science and Technology acareaga@mst.edu @andrewcareaga www.twitter.com/andrewcareaga http://highered.prblogs.org Find this slideshow at http://slideshare.net/andrewcareaga Thank you!