using social media to market continuing education
TRANSCRIPT
Randi Plake | Com m un ica t i ons Spec ia l i s t | O f f i ce o f Ma r k e t i ng & PR
USING SOCIAL MEDIA
TO MARKET
CONTINUING
EDUCATION
RANDI PLAKE
Communications Specialist
Office of Marketing & Public Relations
Program Assistant
Center for New Media
Adjunct Instructor – COM*120 Social Media
@randirobot
www.randiplake.com
Public Relations M.S. from Quinnipiac University
Marketing B.S. from Central CT State University
Research concentrations in social media and crisis
management
Most used social
media tool in higher
education
Colleges are using
Twitter to send up-to-
date announcements
to students
WHAT PLATFORMS ARE COLLEGES
USING?
Admissions,
professional and
alumni groups
Blogging
Embraced by
colleges, especially
for recruitment
WHAT PLATFORMS ARE COLLEGES
USING?
Posting campus
photos
Sharing blog posts
and success tips
Tumblr
Similar to blogging
ADDITIONAL PLATFORMS
In the classroom
School pride
Admissions &
recruitment
Professional
development
General outreach
HOW ARE COLLEGES USING SOCIAL
MEDIA?
Lack of knowledge
More than a presence
When someone posts a
question on social
media, they expect an
answer in 60 minutes
CHALLENGES WITH SOCIAL MEDIA
CONTINUING EDUCATION TODAY
The economy has changed the way we do business
Unemployment is high and people of all ages are going back
to school to learn new skil ls to become more marketable
Open enrollment for Continuing Education is down in some
states because businesses are cautious about spending
money on classes and training for employees
Colleges are also facing budget cuts
WHY USE SOCIAL MEDIA TO MARKET CE
PROGRAMS?
Inexpensive and flexible
The largest segment of social media users fits the same
demographic of non-traditional students
Adult learners, defined as those 24 and older, have been
emerging as a significant component of the constituents in
higher education and make up nearly half of the participants
in formal learning
Even though traditional 18- to 22-year-old full-time students
comprise less than 20% of the participants in higher
education, recruitment efforts are directed toward them
rather than toward adult learners
WHY USE SOCIAL MEDIA TO MARKET CE
PROGRAMS?
More than 74% of adults are connected to one or more
social media platforms
People 45 and older make up about half of Facebook users
People between the ages of 35-45+ make up about half of
Twitter users
People 45+ dominate LinkedIn
Facebook ads
LinkedIn ads
Blogging
Blogger outreach
Giveaways &
contests
Facebook apps
YouTube
Twitter & Instagram
SOCIAL MEDIA STRATEGIES
Programs
General healthcare
General business
Certified Nurse Aide
(CNA)
Pharmacy Technician
Personal Trainer
Veterinary Assistant
Budget
$150-$300
Timeframe
1 month
Location
Service area
Specific towns
FACEBOOK ADS
Age
13-65+
Location
Towns & radius
Education
Work
Generation
Interests
Business & industry
Hobbies & activities
Technology
Behaviors
Purchase behaviors
Digital usage
DEMOGRAPHICS
WEBSITE ANALYTICS
FACEBOOK ANALYTICS
SOCIAL MEDIA STRATEGIES
LinkedIn Ads
Targeted towards professionals
CE blog
Contributions by both
students and
instructors
Optimize blog with
keywords
Share them on
Pinterest to help drive
traffic
SOCIAL MEDIA STRATEGIES
BLOG
mxcc.edu/blogs
Blogger outreach
Invite an influential
blogger to take a
course and have them
write about their
experience
SOCIAL MEDIA STRATEGIES
Giveaways
Increases likes which
builds credibility
Giveaway a free
course
Contests
Vote on next course
SOCIAL MEDIA STRATEGIES
SOCIAL MEDIA STRATEGIES
Facebook Apps
Sign up for a course right on Facebook through a third-party
shopping cart app
1,036 likes
YouTube
Previews of the
courses
Where Are You Now
stories for people who
have completed a CE
program
SOCIAL MEDIA STRATEGIES
@mxcc
REFERENCES
Baer, J. (2012, September 27). 42 Percent of Consumers Complaining in Social Media Expect 60 Minute Response Time. In Convince and Convert . Retr ieved November 6, 2012, from http://www.convinceandconvert.com/the-social-habit/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-t ime/
Creighton, S., & Hudson, L. (2002). Participation Trends and Patterns in Adult Education: 1991 to 1999 (NCES Publication No. 2002-119). Washington, D.C.: U.S. Department of Education, Center for Education Statist ics.
Skleton , A. (2012, March 9). Social Demographics: Who’s Using Today’s Biggest Networks . In Mashable . Retr ieved November 6, 2012, from http://mashable.com/2012/03/09/social -media-demographics/
Stokes, P. J. (2006). Hidden in plain sight: Adult learners forge a new tradit ion in higher education. (The Secretary of Education’s Commission on the Future of Higher Education Issue Paper). Retr ieved Apri l 22, 2009, from the U.S. Department of Education: http://www.ed.gov/about/bdscomm/list/hiedfuture/reports/stokes.pdf
Randi Plake | Com m un ica t i ons Spec ia l i s t | O f f i ce o f Ma r k e t i ng & PR
USING SOCIAL MEDIA
TO MARKET
CONTINUING
EDUCATION