Using LinkedIn to Deepen Relationships Throughout the Entire Student Lifecycle
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The document discusses trends in higher education and how marketers can influence student decisions. Some key points: - Peer groups and professional networks have significant influence on student decisions. - Millennials are more driven by salary and skills development, while Gen X values passion for learning and need to upskill. - Prospects seek different types of content at each stage of their decision journey, from career advice early on to alumni profiles and rankings later. - Most prospects only seriously consider 3 schools, so it is important for marketers to get their school on prospective students' shortlists.
Using LinkedIn to Deepen Relationships Throughout the Entire Student Lifecycle
- 1. How marketers can best influence the student decision journey Using LinkedIn to Deepen Relationships Throughout the Entire Student Lifecycle
- 3. Overview Four Trends Shaping the Future of Education Three Trends Putting Wind in Our Sails LinkedIn’s Solutions & Point of View Platform Insights & Higher Education Research Partner Case Study
- 4. Chapter 1 Four Trends Shaping the Future of Education
- 5. Affordability is in the Spotlight #1
- 6. Measuring Outcomes Increasingly Important #2
- 7. Higher Ed Decisions Becoming More Social 45% of prospective MBA students say word of mouth recommendations are more important than rankings Carrington Crisp. Tomorrow’s MBA 2014 #1 Friends and family are the top non-school resource when researching b-schools 2014 GMAC Prospective Students Survey #3
- 8. Relationships Matter: Social Impacts Your School’s Visibility #4 Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013 91% 81% Increased visibility with customers Increased loyalty
- 9. Declining interest in MBA Shrinking future audience Competition has increased Cost per inquiries rising It’s a Challenging World for Education Marketers
- 10. Chapter 2 Three Trends Putting Wind in Our Sails
- 11. Online Learning is Proliferating Like Never Before TREND ONE
- 12. 270k+ Lynda Videos Supplement curricula Promote faculty and staff development Support classroom technologies Drive student engagement and success
- 13. TREND TWO Technology is Enabling Better Measurement of Student Success
- 14. Measurement & Adaptive Learning Are Progressing
- 15. Employers Increasingly Working with Education Providers to Develop Curricula TREND THREE
- 16. Partnering for Graduate Success & Employment
- 17. Chapter 3 LinkedIn’s Solutions & Point of View
- 18. The LinkedIn Value Proposition for Higher Education: The most effective platform to impact the entire student-professional journey
- 19. LinkedIn is the business dashboard for the world’s professionals Stay Connected Stay Informed Get Hired Over 400 million members in over 200 countries and territories.
- 20. Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US USA 122M+ EMEA 127M+ APAC 78M+ LATAM 55M+
- 21. SchoolsCompanies Knowledge SkillsMembers Jobs The Economic Graph 400M+ 4M+ 3M+ 25K+ 17M+ presentations 1M+ long-form posts 270K+ Lynda videos
- 22. Particularly on professional social networks Students Seek Educational Information Online LinkedIn survey – US April 2014 86% 54% 53% 49% 39% 38% 32% 22% 22% Institution Website Online News Publication Peers Professional Social Brochures Friends / Family Email Trade Events / Open-days Personal Social Networks Professional networks used over 2x more than personal networks
- 23. Research Schools Acquire Knowledge Develop Profile Build Network Connect with Alumni Internship Job Upgrade Skills Develop Career Support Causes LinkedIn Products (Paid & Organic) Support the Entire Student-Professional Journey
- 24. LinkedIn Products Support All Major Educational Departments Admission Education Career ServicesDevelopment IP/Thought Leadership Marketing Educational Institution
- 25. The Education Marketing Funnel is Inefficient SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT MARKETERS’ FOCUS
- 26. LinkedIn Changes the Shape of the Marketing Funnel MARKETERS’ FOCUS LINKEDIN IMPACT AREA SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT
- 27. LinkedIn Leads are More Complete and Qualified MARKETERS’ FOCUS LINKEDIN IMPACT AREA SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT
- 28. LinkedIn Can Turn Enrollees into Graduates MARKETERS’ FOCUS LINKEDIN IMPACT AREA SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT
- 29. LinkedIn Products Make Graduates More Successful MARKETERS’ FOCUS LINKEDIN IMPACT AREA SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT
- 30. MARKETERS’ FOCUS LINKEDIN IMPACT AREA Increased Positive Outcomes Makes Future Marketing More Efficient SEE AND CLICK ON ADS CONVERT TO ENROLLMENTS CONVERT TO LEADS GRADUATE/COMPLETE THE PROGRAM ACHIEVE MEANINGFUL EMPLOYMENT SUCCESSFULGRADUATES WILLHELPTHEIRCAUSE
- 31. 3 How LinkedIn Helps Higher Education Marketers Today
- 32. Reach only the right people Deliver highly relevant content in the right channel Acquire new customers Imagine if the funnel worked like it should
- 33. Onsite Display Network Display Sponsored Updates Sponsored InMail Lead Accelerator Full-funnel analytics & reporting products that impact every stage of your funnel and get results The only full-funnel professional platform
- 34. Connections Company Industry Size Skills GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation Powered by rich first-party data
- 35. 3 So, what does this allow you to do?
- 36. Be Relevant Early InMail 2.0 + Sponsored Updates
- 37. Be Everywhere On and Off Desktop
- 38. Be Helpful Throughout Outcomes / School Finder
- 39. Be Helpful Throughout Alumni Tool
- 40. Measure It All
- 42. 2016 Product Themes Enhanced targeting through various advancements that allow marketers to show & demonstrate proof of successful outcomes Expand ways for brands to engage prospects with content both on and off LinkedIn Strive for simplicity, give marketers access to a holistic view of their LinkedIn programs, and make it easy for them to attribute value. Make it Easy to Use & Measure Success Drive Next Level Performance Extend Program Reach
- 43. Chapter 4 Platform Insights & Higher Education Research
- 44. 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014 of admissions directors did not meet their 2015 enrollment goals 58% of all American jobs will require some sort of education beyond high school by 2018 63% It’s challenging to convert prospects to students but the value of the degree is still there
- 45. How can higher education marketers impact the decision process of today’s empowered prospect? ?
- 46. LinkedIn Survey and Internal Data: August 2015 This deck features U.S. Results 1,627 total respondents including: • 502 MBA / Masters Intenders • 524 MBA / Masters Grads Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn Brazil Australia India Germany UK France USA Canada Hong Kong Singapore Netherlands South Korea Japan Spain
- 47. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage The decision process is exclusive and it’s critical to make the shortlist Key Findings
- 48. The decision-making process is exclusive Only 3 schools make the prospects’ shortlist 72% develop their shortlist before reaching out to a school representative 93% end up enrolling at a school from their shortlist Base: MBA and Masters Grads (n=524) It’s critical to make the short list
- 49. Friends and peers are key influencers Institution website Friends/ Peers Information Sessions Professional Networks 55% 50% 25% Professional networks are 3x as influential as personal networks Professional Networks Personal Networks 8% 25% 25% Top influential sources when considering further education Base: MBA and Masters Intenders (n=502)
- 50. Increased earnings drives the higher education decision 26% 32% 48% 48% 54% Increased confidence in my current job Develop leadership skills Passion for learning The need to up-skill Seeking a higher salary Increasing Trend: Skill development to compete in today’s world Base: MBA and Masters Intenders (n=502) Top 5 factors influencing the decision to undertake higher education
- 51. Millennials (18-34) Gen X (35-49) Seek a higher salary Passion for learning Need to up-skill Need to up-skill Passion for learning Seek a higher salary Develop leadership skills Develop leadership skills Millennials and GenXers both have a strong passion for learning, but for different reasons 1 Base: MBA and Masters Intenders (n=502) 2 3 4 1 2 3 4 Top factors influencing decision to undertake higher education
- 52. 64% 71% 79% 83% 90% Location of campus Tuition fees University reputation (overall) Program format Faculty/teacher quality University Ranking came in 7th Base: MBA and Masters Intenders (n=502) Respondents who intend to undertake a Masters or MBA When deciding where to study, quality of learning experience is more important than cost
- 53. Flexible study options are essential But there are differences by age Base: MBA and Masters Intenders (n=502) 48% 41% 33% 26% 24% Part-Time Local Online Hybrid ( face-to- face and online) Full-Time Local (in-country) Full-Time Local (within commuting distance) GenXers are 58% more likely to want online study options. Millennials are 21% more likely to want part-time local study options.
- 54. Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Career Advice Information on courses and degree programs Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Institution rankings Education and industry news Base: MBA and Masters Intenders (n=502)
- 55. Top types of information sought by intenders in each stage of the higher education decision-making process: Giving them relevant content at each stage will help keep schools top of mind AWARENESS DISCOVERY SELECTION Base: MBA and Masters Intenders (n=502)
- 56. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage Key Findings Implication: Engage early in the decision process with a relevant content marketing strategy Implication: Understand the nuances of your audience and target them with relevant content by decision stage Implication: Test different types of content for Millennials vs. Gen X that address their different drivers Implication: Arm alumni and professional groups with information that is easily shared with prospective students The decision-making process is exclusive and making the short list is critical
- 57. 5 What insights do you have about audience quality?
- 58. “Financial Resilience” of the LinkedIn audience is very high “Grit” (or likelihood of perseverance) of the LinkedIn audience is significantly better Key Findings
- 59. 40% 50% 60% 70% 80% 90% 100% 18-34 35-54 55-65 Age % who “probably” or “certainly” could come up with $2,000 next month for an unexpected need *Sample size: US Adults = 1,931 (from Lusardi, Schneider & Tufano, 2011), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326. LinkedIn Members Are More Financially Resilient
- 60. 3.0 3.2 3.4 3.6 3.8 4.0 4.2 25-34 35-44 45-54 55-64 Age Mean Grit Score *Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096. Grit scores based on 8-item grit scale. LinkedIn Members Also Have Significantly Higher Grit
- 61. 3.0 3.2 3.4 3.6 3.8 4.0 4.2 25-34 35-44 45-54 55-64 Age Mean Grit Score *Sample size: US Adults = 1,554 (from Duckworth & Quinn, 2009), LinkedIn Members = 1,096, For-Profit SU Clickers = 1,326. Grit scores based on 8-item grit scale. And For-Profit Intenders Have Significantly Higher Grit
- 62. LinkedIn survey – US April 2014 of members are at least considering further study 49% LinkedIn members are highly driven to undertake further education 12% 6% 7% 10% 0-6 6-12 12-18 18+ Months 35% 14% Aren’t sure yet Likely to undertake future study in the next...
- 64. LinkedIn Paid Social Kellogg Executive Education 2015 KELLOGG EXECUTIVE EDUCATION Copyright or confidentiality statement. 64
- 65. Kellogg Executive Education • Non-degree program to help senior leaders who may have gone to business school decades ago keep their skills current. • Where executives build dynamic skillsets to stay ahead of market needs. • For individuals looking to grow in their careers. • For leaders looking to grow their people. Copyright or confidentiality statement. 65
- 66. Experience and Offerings • Approximately 50 open-enrollment programs to choose from, covering leadership, governance, management, strategy, operations, and more. • Immersive, collaborative learning environment that balances academic theory with real-world application. • Programs range from three days to three weeks. • Led by globally recognized scholars and award-winning practitioners. • Opportunities to engage with industry experts and peers. Copyright or confidentiality statement. 66
- 67. Goals and Tactics • Goals – Lead generation (top-of-funnel, allowing us to regularly market via email and other channels) • Benefits of LinkedIn – A targeted market of executives who are already in a business-and-learning mindset when they find our posts in their feed – Traffic to conversion-focused landing pages also allows for fast testing of new concepts – Gain in followers is a notable secondary benefit Copyright or confidentiality statement. 67
- 68. Successful Posts Copyright or confidentiality statement. 68
- 69. Successful Posts Copyright or confidentiality statement. 69
- 70. Results Copyright or confidentiality statement. 70
- 71. Q & A
- 72. Thank You