The document discusses using social business strategies to rethink college admissions. It proposes building online academic communities to engage prospective students, current students, and alumni across the entire student lifecycle. This would help increase qualified applicants and conversion rates, improve student retention and satisfaction, and boost alumni engagement through networking and donations. The case study highlights how Milwaukee School of Engineering developed an online community called "Bridge" to connect students, alumni, and industry partners in order to enhance career opportunities and outcomes for students.
2. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
IntroducJons
President
and
Co-‐Founder
–
7Summits
Email:
rj@7summitsagency.com
LinkedIn:
linkd.in/15dPN5k
Web:
7summitsagency.com
Vice
President
Digital
Strategy
Email:
james@7summitsagency.com
LinkedIn:
linkd.in/18xJrz2
Web:
7summitsagency.com
3. 2009
60+
FOUNDED
TEAM
MISSION
CreaJng
online
communiJes
that
transform
business
and
enhance
people’s
lives
Strategy
Experience
Technology
+
+
+
STRATEGIC
PARTNERS
Social
Business
Agency
Who
is
7Summits?
4. agenda
• Before
Bridge
(Context)
• The
Media
Shic
• Building
Bridge
• Business
Value
Delivered
• What’s
Next
• Gegng
Started
• Social
Business
and
Higher
EducaJon
–
Trends
and
PerspecJves
• Case
Study
–
Building
A
“Bridge”
• What’s
Next
• Gegng
Started
6. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Social
Technologies
the
biggest
from
to
shi-
in
a
genera0on
From
InformaJon
Hoarding
Web
Sites/Portal
Management
Email
CRM
Baby
Boomers
UI
Noise
To
InformaJon
Sharing
Integrated
Social
Sites
Engagement
CollaboraJon
Community
Millennial’s
UX
Insights
7. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Key
Trends
and
Concepts
• Social
media
is
the
default
state
and
media
for
Millennials1
• They
rely
on
user
generated
content
for
major
life
and
financial
decisions1
• Millennials
share
good
and
bad
informaJon
freely
(living
life
out
loud)
1
• They
place
a
high
value
on
reputaJon
derived
from
social
media
1
• Millennial's
absorb
and
manage
informaJon
differently
than
other
generaJons1
• UniversiJes
that
create
their
own
open
communiJes
have
a
much
greater
degree
of
credibility
with
Millennials
2
• Social
business
enablement
in
higher
educaJon
demonstrates
an
immediate,
measurable
impact
on
engagement
and
reputaJon
2
Sources:
1Bazaarvoice.
2 Onlinecolleges.net
8. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
• ConnecAons:
Driven
by
Interests
• Content:
Managed/Engineered
UX:
Blogs,
arJcles,
industry
updates,
infographics
etc.
• Profiles:
CombinaJon
of
sourced
and
user
disclosed
informaJon
• Data:
Ability
to
own/analyze
member
acJvity
• ConnecAons:
Driven
by
RelaJonships
• Content:
All
User
generated
• Profiles:
all
user
disclosed
informaJon
• Data:
Limited/no
access
to
member
data
Social
Networks
vs.
Online
Community
Social
Network
Online
Community
The
primary
purpose
of
Social
Networks
and
Online
CommuniJes
is
different
Business
Outcomes
P
Primary
Purpose
RelaAonships
9. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
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@eduwebconf
People
Behave
Socially
Online
Academic
Community
Facebook
LinkedIn
Personally
Social
Professionally
Social
Academically
Social
Student
lifecycle
conJnuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
10. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Consider
School
Research
School
OpJons
Inquiry
ApplicaJon
Acceptance
1st
deposit
2nd
Deposit
Enrolled/
Matriculated
AcJve
Student
Seek
&
Find
Employment
Graduate
/
Begin
Career
Alumni
Awareness
/
ReputaJon
(“unidenJfied
prospects”)
Relevancy
(“named
prospects”)
Engage
/
Retain
Thinking
about
being
a
student
Which
school
should
I
go
to?
I
should
consider
this
school?
Where
do
I
stand?
Is
it
right
for
me?
I
can
go
–
but
is
it
my
best
opJon?
I’m
considering
I’m
intending
to
go
I’m
there
I’m
staying
I’m
Preparing
for
my
Career
I’m
StarJng
my
Career
I’m
Sharing
My
Success
Story
Student
Lifecycle
Focus
Areas:
Drive
Impact
Across
Student
Life
Cycle
Ongoing
RelaJonship
11. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
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@eduwebconf
Driving
Value
throughout
Student
Lifecycle
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
Business
Value:
Admissions
• Increase
qualified
students
and
conversions
rates
• Reduce
tradiJonal
media
spend:
enhance
referrals
/
word
of
mouth
markeJng
• Streamlined
enrollment
/
admission
processes
• Enhanced
reputaJon
/
percepJon
Business
Value:
AcAve
Students
and
Faculty
• Streamline
student
onboarding
experience
• Reduce
service
costs
(student
self-‐serve)
• Facilitate
student
/
faculty
collaboraJon
• Improve
student
retenJon
and
saJsfacJon
• Enable
virtual
study
groups
/
peer
support
• Crowdsource
research
and
innovaJon
Business
Value:
Alumni
• Increase
Alumni
engagement
-‐
donaJons
and
parJcipaJon
• Increase
referrals
• Facilitate
student
mentoring
• Capture
success
stories
–
markeJng
for
prospecJve
students
• Support
professional
networking
12. Case
Study
–
Building
a
Bridge
Milwaukee School of Engineering
14. Get
Social!
Hashtag:
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–
MenJon
@7summitsagency
@eduwebconf
ProliferaJon
of
Digital
DesJnaJons
MSOE.edu
Visit MSOE
Admissions
Blogs
Micro Sites
Facebook
Twitter
Student
Portals
Virtual Tour
Research
LinkedIn
Athletics
Groups
15. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Number
and
Complexity
of
Systems
16.
High
School
Students
• I'm
Confused!
• What
do
you
expect
me
to
do?
• Stop
calling
me!!!
• When
do
I
need
to
pay?
• Can
I
talk
to
someone
like
me?
• What's
life
like
in
Milwaukee?
• What
project
work
can
I
do?
Admission
Counselors
• I
thought
you
liked
our
college.
• You
need
to
fill
out
your
applicaJon.
• You
are
never
around
when
I
call.
• Didn't
you
read
my
leter?
• You
should
visit
campus.
• The
city
is
great!
You
should
visit
campus.
• Tons.
Come
and
visit
campus!!!!
Student
Needs
Misunderstood
?
17. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Parents
Needs
Misunderstood
Parents
• Will
my
child
fit
in?
• How
much
does
this
cost?
• Is
Milwaukee
safe?
• My
bird
is
leaving
the
nest...
• What
is
the
placement
rate
and
starJng
salary
of
an
MSOE
grad?
Admission
Counselors
• Best
way
to
find
out
is
to
visit.
• Here
is
the
weblink.
• Yes,
why
don't
you
visit?
• May
I
speak
with
him/her?
• We
have
great
starJng
salary
and
placement
rate
data
for
our
grads.
?
18. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
CommunicaJons
Misaligned
High
School
Students
E-‐mail
Print
Phone
Social
Media
Mobile
CommunicaAon
Channels
MSOE
Admissions
19. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
3rd
Level
2nd
Level
1st
Level
MSOE.edu
Home
4th
Admissions
Admissions
was
too
many
levels
removed
20. Get
Social!
Hashtag:
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–
MenJon
@7summitsagency
@eduwebconf
Admissions
Opportunity
Admissions
Website
Admissions
Community
EvoluJon
RevoluJon
Admissions
Website
OR
Social
Media
+
21. Building
MSOE’s
Bridge
• Design the Overall
Solution
• Address High Impact
Areas
- Admissions Web Presence
- Forums
- Application Forms
- Profile and Progress
- Mobile
22. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Strategy
-‐
“What’s
Most
Important”
23. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
1.
Dedicated
Admission
Website
• Young,
fresh
feel
• Ability
to
find
what
you
are
looking
for
quickly
• Ability
to
appear
more
social
from
the
first
impression
24. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
2.
Open
Forums
and
Discussions
• QuesJons
can
be
asked
any
Jme
• Answers
can
be
provided
by
anyone
• Find
out
what
others
are
interested
in
• Confirm
deeper
fit
through
real
insights
25. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
3.
Integrated
ApplicaJon
Form
• Register,
sign
in
and
apply
with
Facebook
• LinkedIn
style
completeness
gauge
drove
more
applicaJon
form
submits
• ApplicaJon
integrated
with
back
office
ERP
improved
analyJcs
(Jenzabar)
• Allowed
admissions
counselors
to
see
who
started
the
applicaJon
but
did
not
submit
• Streamlined
internal
processes
26. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
4.
Profile
and
Progress
Tracker
• Students
and
parents
can
see
what
the
next
steps
are
in
the
admission
process
• Private
area
to
communicate
with
admission
counselor
• To
Do
list
available
and
updated
due
to
data
integraJon
• Badges
earned
as
they
move
through
the
process
• Streamlined
NoJfcaJons
27. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
5.
Mobile
Accessibly
• Able
to
interact
with
community
on
the
go
• Find
things
quick
and
easily
• Show
off
to
your
friends
and
family
• Share
your
acceptance
to
MSOE
with
your
social
networks
=
Word
of
Mouth
MarkeJng!
28. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
What’s
Changed?
• Website
promoJon
• Event
promoJon
• MarkeJng
integraJon
• Email
and
social
media
announcements
Bridge
provides
MSOE
with
an
integrated
channel
to
interact
with
prospects,
students
and
faculty
with
each
other
Social
Media
Face
to
Face
Phone
Web
Bridge
Community
CommunicaAon
Channels
Conversa0ons
&
Informa0on
29. Results
to
Date
• Business Benefits
• “The Softer Side”
• Awards and
Recognition
30. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Business
Value
&
Results
SOURCE:
Jive
customer
survey,
(November
2012)
30%
Admissions
team
producAvity
Admission
counselors
spent
less
Ame
chasing
the
student
and
more
Ame
interacAng
with
them
increasing
producAvity
30%.
Deposit
Melt
Overall
accepted
student
summer
melt
decreased
by
5%
over
the
last
three
years.
5%
Electrical
engineering
saw
almost
double
enrollment
2X
Enrollment
Numbers
Outbound
Call
volume
Admission
counselors
reduced
volume
by
66%
freeing
up
Ame
to
interact
with
prospecAve
students
in
community.
66%
Reached
‘13
applicaAon
goal
nine
months
early
and
acceptance
goal
five
months
early.
7000+
registered
members
and
growing!
ApplicaAon
and
acceptance
goal
ApplicaAon
turnaround
Ame
Admission
counselors
spent
less
Ame
chasing
documents
down.
We
went
from
months
to
weeks!
Our
retenAon
rate
from
accepted
to
deposit
jumped
from
30%
to
38%
in
one
year
for
our
Fall
2012
(In
a
down
economy!)
Accepted
to
Deposit
8%
31. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
And
there’s
more…
ü Deeper
insight
into
MSOE
fit
per
student,
did
affect
stronger
matriculaJon
rate
ü Made
admissions
more
accessible
and
convenient
by
reducing
communicaJon
and
operaJonal
fricJon
in
the
process
ü Provided
an
experience
people
liked
spending
Jme
with
by
gegng
to
know
what
maters
to
them
and
serving
those
needs
ü Built
MSOE
brand
preference
by
fostering
relaJonships
with
prospecJve
and
enrolled
students,
faculty
and
alumni
ü Kept
MSOE
top
of
mind
and
relevant
with
more
brand
involvement
and
touch
points
ü MulAple
Aers
of
increasing
involvement,
gamificaAon
and
"sAckiness"
creates
smaller
commitments
that
made
larger
commitment
easier
32. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Industry
RecogniJon
W3
Best
in
Show,
Silver
General
Website
Categories
–
School/University
Sites
MSOE
Ranked
#5
out
of
10
Most
InnovaJve
Colleges
in
the
Country
University
Standard
of
Excellence
Award
For
the
first
the
ever
Bridge
was
cited
as
non
academic
differenAator
for
MSOE
34. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Engaging
Students
across
the
ConJnuum
“Owned”
Online
Community
Opportunity?
Facebook
LinkedIn
Personally
Social
Professionally
Social
Academically
Social
Student lifecycle continuum
Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni
35. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Social
Business
Conceptual
Model
Student
Lifecycle
Process
/
Context
Awareness
/
Inquiry
ProspecJve
Student
Student
Graduate
Alumni
System
of
Use
Community
Website
Systems
of
Record
High
School
Teachers,
etc
Business
Partners
Faculty
and
Staff
SupporJng
Stakeholders
ERP
CRM
Desktop
and
Network
Drives
Blackboard
CMS
+
37. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Result:
Connected
University
• Enhanced
educaJon
delivery
via
social
technologies:
campus
and
online
classes
• Desktop,
Tablet
and
Smartphone
accessibility
• Integrated
with
learning
management
and
backoffice
• Facilitated
study
groups
and
course
collaboraJon
• Live
chat,
video
and
unified
communicaJons
• InteracJve
course
materials,
events
and
groups
• Connect
students
with
faculty
and
their
peers
39. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
A
few
realiJes…
• Not
everyone
will
parJcipate
on
the
same
level.
• You
will
need
to
let
go
of
some
of
the
control.
• A
community
is
alive.
You
cannot
set
up
and
ignore.
• It
will
impact
more
than
your
web
interface.
40. Get
Social!
Hashtag:
#eduwebconf13
–
MenJon
@7summitsagency
@eduwebconf
Gegng
Started
ü Finalize
goals
and
objecJves
ü Develop
a
comprehensive
strategy
for
social
media
ü Establish
cross-‐funcJonal
steering
group
to
establish
execuJve
ownership,
coordinate
acJviJes
and
manage
resources
ü Pinpoint
some
quick
win
opportuniJes
in
context
of
overall
vision
ü IdenJfy
and
track
key
success
measures