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