crossing the higher education chasm - russell glass
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HowLinkedInisAdaptingitsPlatformforHigherEducation
CrossingtheHigherEducationChasm
RussellGlassHeadofProducts,
LinkedInMarketingSolutions@glassruss
FourMajorTrendsShapingtheFutureof
Education
AffordabilityisintheSpotlight#1
MeasuringOutcomesIncreasinglyImportant#2
HigherEdDecisionsBecomingMoreSocial
45% ofprospectiveMBAstudentssaywordofmouthrecommendationsaremoreimportantthanrankingsCarringtonCrisp.Tomorrow’sMBA2014
#1 Friendsandfamilyarethetopnon-schoolresourcewhenresearchingb-schools
2014GMACProspectiveStudentsSurvey
#3
Oracle,SocialMediaTodayandLeaderNetworks,“TheSocialEnabledEnterprise:a2013researchstudy”,Worldwide,Sep2013
91% 81%
Increasedvisibilitywithcustomers
Increasedloyalty
RelationshipsMatter:SocialImpactsyourSchool’sVisibility
#4
It’saChallengingWorldforEducationMarketers
DeclininginterestinMBA
Shrinkingfutureaudience
Competitionhasincreased
Costperinquiriesrising
HowDoWeSuccessfullyCrossTheChasm?
DeclininginterestinMBA
Shrinkingfutureaudience
Competitionhasincreased
Costperinquiriesrising
GreatStudentOutcomes
UniversitySuccess
SustainedInnovation&Relevance
ThreeTrendsPuttingWindinOurSails
OnlineLearningisProliferatingLikeNever
BeforeTRENDONE
270k+LyndaVideosSupplementcurricula
Promotefacultyandstaffdevelopment
Supportclassroomtechnologies
Drivestudentengagementandsuccess
TRENDTWO
TechnologyisEnablingBetterMeasurementofStudentSuccess
Measurement&AdaptiveLearningAreProgressing
EmployersIncreasinglyWorkingwithEducationProviderstoDevelop
CurriculaTRENDTHREE
PartneringforGraduateSuccess&Employment
TheLinkedInValueProposition:
Themosteffectiveplatformtoimpacttheentirestudent-
professionaljourney
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015*
32M
380M+
200K+Professionalsjoindaily
SchoolsCompanies Knowledge SkillsMembers Jobs
TheEconomicGraph
380M+ 4M+ 3M+ 25K+ 17M+presentations
1M+long-formposts
270K+Lyndavideos
ParticularlyonprofessionalsocialnetworksStudentsSeekEducationalInformationOnline
LinkedInsurvey–USApril2014
InstitutionWebsiteOnlineNewsPublication
PeersProfessionalSocial
NetworksBrochures
Friends/FamilyEmail
TradeEvents/Open-daysPersonalSocialNetworks
86%54%53%
49%39%38%
32%22%22%
Professionalnetworksusedover2xmorethanpersonalnetworks
Research Schools
AcquireKnowledge
DevelopProfile
BuildNetwork
Connect with
Alumni
Internship
Job
Upgrade Skills
Develop Career
Support Causes
LinkedInProducts(Paid&Organic)SupporttheEntireStudent-ProfessionalJourney
LinkedInProductsSupportAllMajorEducationalDepartments
Admission
Education
Career ServicesDevelopment
IP/ThoughtLeadership
Marketing
Educational Institution
HowLinkedInHelpsHigherEducationToday
MostEffectivePlatformtoEngagewithProfessionals
OnsiteDisplayNetworkDisplaySponsoredUpdatesSponsoredInMailLeadAccelerator
Full-funnelanalytics
&reporting
productsthatimpacteverystageofyourfunnelandgetresults
BeRelevantEarlyInMail2.0+SponsoredUpdates
Connections
Company Industry
Size
Name
GenderEducation
Geo
Groups
Standardized
jobtitles
SeniorityFunction
Occupation
TargetOnlytheRightAudience
BeEverywhereOnandOffDesktop
BeHelpfulThroughoutOutcomes/SchoolFinder
BeHelpfulThroughoutAlumniTool
MeasureItAll
HowLinkedInWillHelpHigherEducationintheFuture
InvestinSimplification
UniversityPage CompanyPage
+
DriveNextLevelPerformance
ProgrammaticDisplay
1-ClickLeadGen
CustomerDataOnboarding
WeareCommittedtoHigherEducationAndInvestinginitsFuture
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