Get Out of MySpace? Web 2.0, Social Networking and Higher Education
Pankaj Sharma Director of Product Development Hobsons Enrolment Management Technology
AGENDA
• Web 2.0 • Social Networking
• A comprehensive approach for Higher Education
WEB 2.0
• Evolution of the web • What is Web 2.0
• Web 2.0 in action
Evolution of the web
What is Web 2.0?
MASS CONVERSATIONS leading to MASS INNVOVATION
Web 2.0 in action
Text
MASS PRODUCTION
2 billion plus images
More content than all encyclopedias combined
Photos Videos
for
MASS CONSUMPTION
65% world web servers on Apache Google runs on Linux
Second most visited website in the world
Software
People
5 out of top 10 most visited sites are social networks
SOCIAL NETWORKING
• What is Social Networking? • What’s the big deal?
• Types of Social Networks
What is Social Networking?
The use of a website to connect with people who share personal or professional interests, place of origin, education at a particular school, etc.
Webster's New Millennium™ Dictionary of English
Social Networking in Plain English Pankaj showed this brief and informative video from YouTube: http://www.youtube.com/watch?v=6a_KF 7TYKVc
So what’s the big deal?
100 million people can’t be wrong everyday
Most popular activity among Internet users
Adult sites losing ground to social networks
Five out of top ten most visited sites are social networks
Mainstream marketers are using social networks
30% of social networkers trust their peers' opinions Only 10% trust an advertisement
Example: BBC syndicating content to MyspaceTV
BBC sees this as an opportunity to widen the release of its content and reach younger consumers where they socialize
And now they are going mobile…
3.3 billion cell phone subscribers
Presence and Search Location (GPS)
Geo Tagging
Types of Social Networks
• Public Networks • Private Networks
Public Social Networks
Open to everyone…
Popular by geography
Worldwide
Popular by themes
Business
Movies US, Canada, Australia Books
UK, Ireland, New Zealand
Games/Anime Latin America
Brazil, India
Photos
Southeast Asia
Private Social Networks
Niche communities surrounding common interest
Theatre Enthusiasts
Single Moms
Chelsea Fans insistent on keeping the riff-raff out
University of Essex for International Students
A comprehensive approach for Higher Education
STEP 1) Use viral nature of Public Networks to advertise
STEP 2) Create Private Networks for Students to Join
STEP 1) Advertise on Public Networks
ADD WIDGET
Students add myFavSchools widget to their profile page.
SIGN UP
Students provide information about themselves.
This can be passed along to the school.
COLLEGE SEARCH
Students search for schools based on their interests
They can add schools as favorites They can decide to accept communications from schools
DIRECT MESSAGING
Schools can send recruitment-related messages directly to the student’s page
VIRAL MARKETING
Student’s friends can view the favorite schools
The friends can download the application too
INVITE OTHERS
Students can invite friends to add the widget
Schools in the favorite list benefit from word-of-mouth marketing
Advantages of this Approach to Recruiting with Public Networks
Lead generation Word-of-mouth marketing of your school Ability to communicate messages through public networks Can send outbound communication to leads from public networks Ability to invite students into your private network
STEP 2) Setup Private Network
Create Private Social Network
Allows you to create private, “niche” networks for any constituent group.
Undergrad
Grad Business/Professional International
Today’s Focus
Graduate MBA/Profesio nal International Current Students
CUSTOM BRANDING
Focus on international recruiting
Branded pages unique to your institution
MEMBERS
All members have some connection to the institution
BRUNEI NIGERIA
INDIA CHINA
UK
A network for staff, students, alumni and friends across the globe
MESSAGE BOARDS & BLOGS
Prospect international students can read, ask and discuss various topics of interest
GROUPS
Members can form groups around common interests
Examples:
• Nigerian Students • Management Students • Russian Speaking Group
PHOTOS & VIDEOS
Life at Campus
Moderator Controls Add Flexibility
Customize required info to each school or department
Keep sensitive questions private
Feed data into master student communication & marketing system
Final Thoughts: Cross-Media Communication
• Text Messaging • Social Networking • Telephone
• RSS • Web Portal • Email
• Digital Print
• Campus Events • Letters • Virtual Advisor
• Live Events
• Online Applications
• Chat/IM • Blogs
Questions?