ARMCHAIR RECRUITING IN THE DIGITAL AGE
NEACAC Summer Conference, Stonehill College June 10, 2011 Marty Bennett, EducationUSA Marketing Coordinator, IIE John Eriksen, Senior Associate Director of International Admissions, Bryant University Wesley Roy, Associate Director of International & Transfer Admissions, Roger Williams University
SOCIAL MEDIA REVOLUTION A fundamental shift in the way we communicate
OUTLINE o Roger
Williams University o Bryant University o Evaluation Process o How to start using Social Media at YOUR school o EducationUSA o Questions and Answers
o
Why Social Media? o Connect with students in ways they communicate o Provide exciting news about institution o Fast o Effective o Organic o Targeted o Cost
o
How does this fit in?
PLANNING/IMPLEMENTATION o
o
o
2008 o Beginning of Social Media for RWU o Research and Design o Admissions/Communications/University effort 2009 o Tools o Training/Scheduling o Implementation 2010/2011 o Evaluation/what worked? o Generation 2
FACEBOOKPurpose?
o
Admissions Page
o
International Admissions Page
o
Class Pages
o
Athletics Pages
o
Club Pages
o
Quick responses!
o
The “Real RWU”
o
New content!
o
Old news is bad news!
o
Cross pollination…
EducationUSA.state.gov
o
FACEBOOKo
Bryant University Admissions
o
Scholarships
o
Life at Bryant
o
Travel/Interviews
o
Deadlines/Decisions
o
Specific advertisement in country
o
Why FB?
o
When to FB?
o
Who FB’s?
o
What to FB?
EducationUSA.state.gov
o
TWITTERo
Fun!
o
Day to day content
o
Consistent interactions all the time
o
Part of daily job responsibilities
o
Interviews/quick info/school and alumni shout outs!
TWITTERoWhen
to TWEET? oTWEETS? oWhat
to TWEET? oWhy
TWEET?
EducationUSA.state.gov
oWho
YOUTUBESee RWU!
o
The FEED-University news channel
o
The Media Room
o
International Video Welcomes o Different Languages o Different Countries o Male/Female o Organic vs. Scripted? o Generation 1 & 2
o
RWU Welcome Video
o
Faculty/Staff/Students
EducationUSA.state.gov
o
YOUTUBEo
See Bryant!
o
International Student Welcomes!
o
University Page
FLICKRImages of RWU
o
Substantial amount of data
o
Organic
o
Open to entire University
EducationUSA.state.gov
o
BLOGSWordPress
o
Admissions
o
Students
o
Faculty
o
Staff
o
Departments
o
When? o Travel o Decisions o Yield o Life at RWU
EducationUSA.state.gov
o
LINKEDIN-
TOOLS o
iphoneso Fast responses/Multiple platforms o Real/Organic communication
o
Laptops and Digital Video Cameras o Higher level communication
o
Frequency/Scheduling o As often as possible o All the time?
o
Staffing o Daily tasks o Admissions staff o Marketing staff o Student staff o Faculty/Staff o Automated options
o
Branding-ALL Publications/ Signatures/ Business Cards/Website
OTHER DEVICES •SKYPE-
interviews/information sessions •Digital
Video Conferences •Virtual
Open Houses
•College
Week Live
•Instant
Messaging/Chats
EVALUATIO N o
o
o
What's working? o
Social media statistics
o
Matriculated student surveys
What's not? o
Non-matriculated student surveys
o
Staffing/ Scheduling/ Cost
Generation 1 & 2 o
o
Technology/ Messaging/ Staffing
What it’s worth? o Time o Cost o Messaging
WHERE TO START? o o o o o o o o o o
o
Survey campus Culture of Social Media? Purpose of Social Media for International Admissions? Consolidate ALL social media Branding Technology Staffing Scheduling Feeding/Linking to other social media Evaluation
How does this fit into our overall ____________ plan?
Social Media Promotes the Mass Democratization of Information
IF THE BRITISH MONARCHY CAN DO IT…
OUR GUIDING PRINCIPLES AT EDUCATIONUSA
Live Where Your Audiences Live. Get Connected, Be Relevant, Stay Involved. Keep Them Coming Back For More. Listen, Listen, Listen. Your Name Matters.
KEY FACTS ABOUT SOCIAL MEDIA 70%
of Facebook users non-U.S. , 60% within 16-25 college age demographic 70% of YouTube traffic outside the U.S. 50%+ of all Twitter tweets not in English, 60% of users overseas 78% of Wikipedia articles not in English, 267+ languages
HOW TO VOTE VIA TEXTING
TIPS
1. Standard texting rates only (worst case US $0.20) 2. We have no access to your phone number 3. Capitalization doesn’t matter, but spaces and spelling do
EX A
MP
LE
HOW TO VOTE VIA POLL4.COM E X
TIP Capitalization doesn’t matter, but spaces and spelling do
AM
PL
E
HOW TO VOTE VIA TWITTER
TIPS
EX A
MP
1. Capitalization doesn’t matter, but spaces and spelling do 2. Since @poll is the first word, your followers will not receive this tweet
LE
AND THE ANSWER IS…
Japanese
especially post-earthquake/tsunami/nuclear accident
NOT ALWAYS THE BIG 3 China – Renren, QQ, 300 million internet users Russia – Vkontakte, Russian language, 111 million users globally Netherlands – Hyves, 11 million (2/3rd of Dutch population) Japan – Mixi, but Twitter just surpassed Mixi in terms of total users Brazil – Orkut, but Facebook about to overtake & Twitter gaining fast
FACEBOOK USERSCOLLEGE AGE DEMOGRAPHIC Number of FB % users users between 16-25 16-25 years old yrs. old
Ran k
Country
Number of Facebook users Dec 31st 2010
2
Indonesia
32,129,460
22,725,220
71%
6
Philippines
18,901,900
12,978,340
69%
7 9 16 17 18 21 23
Mexico India Malaysia Brazil Taiwan Thailand Poland
18,488,700 17,288,900 9,544,580 8,821,880 8,752,640 6,732,780 4,540,320
11,626,540 13,132,400 6,097,680 4,733,260 5,578,520 4,523,980 2,885,360
63% 76% 64% 54% 64% 67% 64%
25
Peru
3,888,560
2,500,000
64%
Sources: Nick Burcher, http://www.nickburcher.com/2011/01/facebook-usage-statistics-dec-31st-2010.html; Facebook advertising data: http://www.facebook.com/advertising/
EDUCATIONUSA SOCIAL MEDIA
https://twitter.com/#!/EdUSAtips/educationusa/members
ONLINE SERVICES FOR US HIGHER ED Secure
Login Access Submit Information to Weekly Update Request our Logo Subscribe to our HEI E-News Consult Open Doors data tables Send materials to our centers Get Center & Country Fact Sheets Sign up for our EdUSA Connects Expertise Database
EDUSA CONNECTS
RECOMMENDED READING Groundswell: Winning in a World Transformed by Social Technologies Charlene Li and Josh Bernoff @EdUSAtips @rmsylte @VOAStudentU @DavidComp (IHEC blog)
EducationUSA.state.gov
FUTURE EDUCATIONUSA REGIONAL CONFERENCES March 31-April 2, 2012 Kuala Lumpur, Malaysia
September 2012 Location
TBA
East Asia & Pacific
South & Central Asia
EDUCATIONUSA FORUM June 22-24, 2011 Washington DC Close to 400 U.S. institutional & association representatives attending 50+ EducationUSA staff from 45 countries Networking & Knowledge Building
WHAT’S WORKING FOR YOU? Share successes Discuss what hasn’t worked & why Consider new options Where are you in the process?
QUESTIONS & THANKS Marty Bennett EducationUSA Marketing Coordinator Institute of International Education mbennett@educationusa.info www.educationusa.info Skype: iiembennett EdUSA Connects: http://edusaconnects.acrobat.com/martybennett/ John Eriksen Senior Associate Director of International Admissions Bryant University jeriksen@bryant.edu Wesley Roy Associate Director of International & Transfer Admissions Roger Williams University wroy@rwu.edu