Integ ating Social Media Integ ating Social Media Integrating Social Media Integrating Social Media and “old school” and “old school”
RecruitmentRecruitmentGil RogersGil Rogers
University of New Haven
UNH as a Case StudyU as a Cas S udyIntegrating the web in to your communication planEffective recruitment tacticsQ&A
OverviewOverviewOverviewOverview
Currently serving as Associate Director of Admissions and Enrollment Technology at the University of New Haven◦ Developed and implemented electronic and print Developed and implemented electronic and print
communication plan at UNH in place since 2007Served 2 years as Admissions Counselor for the University of Hartfordthe University of HartfordPresented at ACT, NACAC, NEACAC, and Hobsons Conferences on topics including
i l di d b l i i t/ b social media and balancing print/web communication
My BackgroundMy BackgroundMy BackgroundMy Background
Full-Time Enrollment of approximately 2,3002,300Applications for admission = approx 3 600approx. 3,600Acceptance rate = Approximately 65%Incoming class = 930
UNH as a Case Study (2007)UNH as a Case Study (2007)UNH as a Case Study (2007)UNH as a Case Study (2007)
Full-Time Enrollment of 3 700 full time 3,700 full-time undergraduate studentsExceeded 10,000 ,application benchmark before February, 2011Increased incoming student GPA from 3 1 student GPA from 3.1 to 3.3Increased incoming SAT from 1030 to approximately 1070 CR/M
UNH as a Case Study (Today)UNH as a Case Study (Today)UNH as a Case Study (Today)UNH as a Case Study (Today)
How did we do it?How did we do it?
Added emphasis on personal follow-up using combination of “old school” and “new school” tactics◦ Added focus on interpersonal communicationAdded focus on interpersonal communication◦ Personalized note cards and follow-up phone calls
by admissions counselors◦ Automated e-mail follow-up after interactionsAutomated e mail follow up after interactionsSupplementing “traditional” recruitment methods with new technologies
Electronic outreach that compliments traditional ◦ Electronic outreach that compliments traditional outreach
Focus on Relationships, Not the Focus on Relationships, Not the MediumMediumMediumMedium
Pre 2007 Post 2007Pre-2007 Post-2007
1 Viewbook • Hobsons EMT e-brochures for all programs
1 Printed Catalog1 “Search Poster”Invitations to open
p g• Redesigned viewbook
nearly doubled in size• Individual college
viewbooksInvitations to open houses and other campus visits
viewbooks• Digitized catalog• Customized flyers for top
majors/programs• Parent communication • Parent communication
plan• Social media presence
Volume of Print PublicationsVolume of Print PublicationsVolume of Print PublicationsVolume of Print Publications
Traditional Methods Web SupplementsTraditional Methods Web Supplements
Scheduled more High School Visits and
• Online chats with HobsonsEMT and virtual college School Visits and
participated in more College Fairs
gfairs with CollegeWeekLive
• Scheduled first ever “virtual open houses” with
Increased the number of campus visits offered
pCollegeWeekLive. Also launched an interactive virtual campus tour
Increased phone call personal note follow up
• Increased emphasis on sponsorships on Collegeview.com and CollegeConfidential.com
Building the web into our strategyBuilding the web into our strategyBuilding the web into our strategyBuilding the web into our strategy
Traditional Methods Web SupplementsTraditional Methods Web Supplements
Increased availability of i t d t i l
• Created “virtual” versions of popular publications printed materials
Increased volume of e-
of popular publications like our viewbook and parent’s guide
• Encouraged students to connect with us on
mail campaigns
Increased yield with
connect with us on popular social networking sites
• Launched private social network called Increased yield with
more accepted student events and programs
network called “MyUNHSpace” for admitted students
Building the web into our strategyBuilding the web into our strategyBuilding the web into our strategyBuilding the web into our strategy
Digitized ContentDigitized Content
www newhaven edu/peekwww.newhaven.edu/peek
Digitized Content for ParentsDigitized Content for Parents“Parent’s Guide to College and Financial Aid Planning” produced with HobsonsIMSDigitized Content for ParentsDigitized Content for Parents
Digitized and available electronically at www.newhaven.edu/chargerconnection
Personalized “EPersonalized “E--Brochure”Brochure”
Over 100 variable pages for each major/program major/program offered by UNHVariable pages for Variable pages for the college and major the student jis interested in
Interactive Virtual Campus TourInteractive Virtual Campus TourInteractive Virtual Campus TourInteractive Virtual Campus Tour
Virtual “Walking Tour”Virtual “Walking Tour”Virtual Walking TourVirtual Walking Tour
360 Degree Panoramic Photos360 Degree Panoramic Photos360 Degree Panoramic Photos360 Degree Panoramic Photos
Facebook IntegrationFacebook IntegrationFacebook IntegrationFacebook Integration
Most visitors come outside of our os s o s o ou s d o ou“primary” regional marketThe average site visitor spends over 5 minutes on the siteDeposit Yield of students who inquire th h “Y C 360” i t t through our “YourCampus360” interest page is 33%
Usage StatisticsUsage StatisticsUsage StatisticsUsage Statistics
YourCampus360 AnalyticsYourCampus360 AnalyticsYourCampus360 AnalyticsYourCampus360 Analytics
Virtual Tours Go MobileVirtual Tours Go Mobile
“iTourUNH” App launched in early June 2010June 2010Over 100 downloads within 1 weekGPS Technology enables
li d personalized campus tours
The AssumptionThe AssumptionSocial Media is going to change EVERYTHING … Social Media is going to change EVERYTHING …
Students will begin to look for all of their S ud s b g o oo o a oinformation about colleges on Facebook/MySpace/Twitter/Blogs/etc.University websites will become obsoleteAs a university it is critical for us to have t k ibl t a presence on every network possible to
control our message
The AssumptionThe AssumptionThe AssumptionThe Assumption
The RealityThe RealitySocial media has not changed everything.Social media has not changed everything.
On a scale of 1-5, College websites are far O a s a o 5, Co g bs s a aand away the most used source of information by students performing their college search (4.02)Blogs, Facebook, and Twitter are ranked l t (1 58 d b l )lowest (1.58 and below)
The NumbersThe NumbersThe NumbersThe Numbers© 2011 Royall & CompanyKey Influences on 2011
Your university web page is as relevant as ever◦ Information on your website must be engaging,
interesting, and up-to-dateThe timeliness of communication is key◦ Balancing print and web communication is important◦ Specific information as a follow-upStudents don’t use social media to research
ll h h l k h f lcolleges … They use it to help make their final college decisions◦ The more engaged a student is in the process, the more
th t t k i l di ff t i lprone they are to take your social media efforts seriously
The RealityThe RealityThe RealityThe Reality
Using Virtual Events to Using Virtual Events to Engage Students Throughout Engage Students Throughout Engage Students Throughout Engage Students Throughout
the Processthe ProcessThe art is knowing when to use itThe art is knowing when to use it
Hosting Online EventsHosting Online EventsOnline Events Supplement Online Events Supplement “Terrestrial” Campus Events◦◦ Online Chats◦ WebinarsPositioned as a chance to Positioned as a chance to “Visit without visiting” to maximize prospective t d t t student engagement
opportunities
Standardized Virtual Open Standardized Test Prep
pHouse for Seniors
Text Chats
Spring College Fairs
Fall College Fairs
Paying for College
Virtual Open Yield Open Virtual Open House for Juniors
Text ChatsYield Open House for Admits
Online Events Mirror the Online Events Mirror the Recruitment CycleRecruitment CycleRecruitment CycleRecruitment Cycle
A schedule on your website is not enoughy gUse banners on visit opportunity pages on your websiteS d l il tifi ti d ti l Send early e-mail notifications and timely remindersProduce a flyer with dates of events and Produce a flyer with dates of events and distribute at “traditional” recruitment programsP t d t d i t ti li k t FB Post dates and registration links to FB, Twitter, and Blogs
Promoting Online EventsPromoting Online EventsPromoting Online EventsPromoting Online Events
Chats range from 80-100 studentsgWebinar registrations regularly exceed over 100 students
Particularly on special topics like financial aid ◦ Particularly on special topics like financial aid planning
Program-specific chats act as an additional “touch point” for our inquiry pool◦ International Day◦ International Day◦ ROTC Day
Online Event ResultsOnline Event ResultsOnline Event ResultsOnline Event Results
Effective Social Networking Effective Social Networking Techniques and Measurement Techniques and Measurement Techniques and Measurement Techniques and Measurement
ToolsTools
Private Social NetworkPrivate Social NetworkPrivate Social NetworkPrivate Social Network
Dynamic LogDynamic Log--In ScreenIn ScreenDynamic LogDynamic Log In ScreenIn Screen
Roommate Finder FeatureRoommate Finder FeatureRoommate Finder FeatureRoommate Finder Feature
Discussion BoardsDiscussion BoardsDiscussion BoardsDiscussion Boards
MyUNHSpaceMyUNHSpace AnalyticsAnalyticsMyUNHSpaceMyUNHSpace AnalyticsAnalytics
MyUNHSpaceMyUNHSpace Goes MobileGoes Mobile“ ” l bl f“MyUNH” App available for iPhone and AndroidLinks to campus news and psports scores“Checklists” for incoming studentsLinks to MyUNHSpaceDiscussion Boards and GroupsGroupsOver 1,000 installs in 6 months
FacebookFacebook Page EssentialsPage EssentialsFacebookFacebook Page EssentialsPage Essentials
Facebook is not a good “outreach” tool. It a boo s o a good ou a oois a good “engagement” toolThe best results come from messages aimed at students with an expressed and deep interest in your university (i.e.
li t d it d ll d t d t )applicants, admits, and enrolled students)
Timing is EverythingTiming is EverythingTiming is EverythingTiming is Everything
Measuring your ResultsMeasuring your ResultsMeasuring your ResultsMeasuring your Results
Student Blogs are not Student Blogs are not Student Blogs are not Student Blogs are not deaddead
Since re-launch in January on S au a ua y oWordPress.com platform the average length of visit is nearly 3 minutesTop referral sites include our private social network and Facebook profileN l tf ll f i t ti f New platform allows for integration of blogs in to other social media platforms
Charger Blog StatsCharger Blog StatsCharger Blog StatsCharger Blog Stats
HootSuite.comHootSuite.comHootSuite.comHootSuite.com
Allows for seamless integration across o s o s a ss g a o a osssocial media networksStream your student blogs to Facebookand Twitter to maximize readershipIntegration of analytics services for a “one t h ” f i ROIstop shop” for measuring ROI
Easily monitor “mentions” of your university across multiple social media university across multiple social media platforms
Benefits of HootSuite.comBenefits of HootSuite.comBenefits of HootSuite.comBenefits of HootSuite.com
HootSuite.com’s basic membership oo Su o s bas b s pservices are limitedAdditional users come at an additional fee
Downsides of HootSuite.comDownsides of HootSuite.comDownsides of HootSuite.comDownsides of HootSuite.com
Social Media is not the silver bulletSo a d a s o s buSocial Media works best as a compliment to a balanced recruitment planMeasuring your results can be challenging but is critical to success
Closing ThoughtsClosing ThoughtsClosing ThoughtsClosing Thoughts
Q&A TimeYou can also contact me directly:•phone – 203-932-7416•e-mail – [email protected]• twitter - @gilrogers• twitter - @gilrogers•LinkedIn - http://www.linkedin.com/in/gilrogers