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Crossing the Higher Education Chasm - Russell Glass
LinkedIn is adapting its platform for higher education amidst trends like affordability, social influences, and competition. The platform offers tools to enhance student engagement, measure outcomes, and connect education with employment. With a commitment to evolving higher education, LinkedIn focuses on simplifying processes and providing analytics to support institutions effectively.
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Similar to Crossing the Higher Education Chasm - Russell Glass
Crossing the Higher Education Chasm - Russell Glass
- 1. How LinkedIn isAdapting its Platform for Higher Education Crossing the Higher Education Chasm Russell Glass Head of Products, LinkedIn Marketing Solutions @glassruss
- 2. Four Major Trends Shapingthe Future of Education
- 3. Affordability is inthe Spotlight#1
- 4. Measuring Outcomes IncreasinglyImportant#2
- 5. Higher Ed DecisionsBecoming 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
- 6. Oracle, Social MediaToday and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013 91% 81% Increased visibility with customers Increased loyalty Relationships Matter: Social Impacts your School’s Visibility #4
- 7. It’s a ChallengingWorld for Education Marketers Declining interest in MBA Shrinking future audience Competition has increased Cost per inquiries rising
- 8. How Do WeSuccessfully Cross The Chasm? Declining interest in MBA Shrinking future audience Competition has increased Cost per inquiries rising Great Student Outcomes University Success Sustained Innovation & Relevance
- 9. Three Trends PuttingWind in Our Sails
- 10. Online Learning isProliferating Like Never Before TREND ONE
- 11. 270k+ Lynda Videos Supplementcurricula Promote faculty and staff development Support classroom technologies Drive student engagement and success
- 12. TREND TWO Technology isEnabling Better Measurement of Student Success
- 13. Measurement & AdaptiveLearning Are Progressing
- 14. Employers Increasingly Workingwith Education Providers to Develop Curricula TREND THREE
- 15. Partnering for GraduateSuccess & Employment
- 16. The LinkedIn ValueProposition: The most effective platform to impact the entire student-professional journey
- 17. 2003 2004 20052006 2007 2008 2009 2010 2011 2012 2013 2014 2015* 32M 380M+ Professionals join daily
- 18. SchoolsCompanies Knowledge SkillsMembersJobs The Economic Graph 380M+ 4M+ 3M+ 25K+ 17M+ presentations 1M+ long-form posts 270K+ Lynda videos
- 19. Particularly on professionalsocial 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
- 20. 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
- 21. LinkedIn Products SupportAll Major Educational Departments Admission Education Career ServicesDevelopment IP/Thought Leadership Marketing Educational Institution
- 22. How LinkedIn HelpsHigher Education Today
- 23. Most Effective Platformto Engage with Professionals 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
- 24. Be Relevant Early InMail2.0 + Sponsored Updates
- 25.
- 26. Be Everywhere Onand Off Desktop
- 27. Be Helpful Throughout Outcomes/ School Finder
- 28.
- 29.
- 30. How LinkedIn WillHelp Higher Education in the Future
- 31. Invest in Simplification UniversityPage Company Page +
- 32. Drive Next LevelPerformance Programmatic Display 1-Click Lead Gen Customer Data Onboarding
- 33. We are Committedto Higher Education And Investing in its Future
Editor's Notes
- #4 Average debt for the class of 2015 is higher now $35k In January of this year, President Obama announced his America’s College Promise proposal, which would provide two free years of community college funding,
- #16 College Employer Collaborative Press Release: http://www.jff.org/news-media/press-release-jobs-future-and-corpu-present-college-employer-collaborative-2014-clinton
- #17 The most effective platform for educational institutions to reach prospective students, current students, and alumni
- #18 How can we do this? To start, there are over 200,000 professionals joining LinkedIn daily. And we now have over 380 million profiles on the site – more than 10 times what we had just 7 years ago.
- #19 One manifestation of LinkedIn’s vision is the economic graph - a digital mapping of every major component of the global economy: workers, their skills, companies, their jobs, and institutions that provide training and education The economic graph will reduce the friction for the flow of all forms of capital – real, human, and intellectual. Members >350M (39M students & recent grads) Companies >4M Colleges and Universities >25K Active job listings >3M Jobs and internships for students = >40K
- #20 When researching educational institutions, what sources of information do you use? n=499 Highlight that we’re not just a network, we are online news. Highlight online news publications blue.
- #21 LinkedIn provides valuable tools to support the entire student journey -- from the moment they consider furthering their education, to the moment they become and alumni of your school.
- #22 LinkedIn provides a powerful platform for all constituencies within the school to reach their key audiences.
- #24 LinkedIn has products that impact every stage of your funnel. We are in a unique position to help you a) generate awareness and reach more of the right people to send to your marketing channels b) nurture those audiences by delivering the most appropriate content depending on where they are in their purchase cycle.
- #26 We also offer powerful targeting capabilities that allow you to target just the right people among that audience of professionals. [CUSTOMIZE TARGETING FILTERS TO MATCH YOUR CLIENT’S TARGET AUDIENCE] Here are a few examples of filters you can use. After you find your target audience, the next step is to start influencing those people towards a purchase. To understand how that works on LinkedIn, let’s pick one individual from your target audience as an example.
- #32 Reduction in complexity - no dual CP/UP architecture Can do SU off UPs Follower Migration