Nyenrode FT-MSc

“Back-on-Track”

How to increase awareness of the possibility to study at Nyenrode among high potential students using social media

Gayle van BeetenJoost WarboutOscar PersoonMarc Bergers

SocioNomics

Table of Contents Problem Analysis Research Students

How do they use social media? How do they choose their education? Personage average student

Benchmark Universities BHAG Recommendation Social Media Plan As a Vice President

P

OST

Problem Analysis Loose of interest in MSc program Insufficient number of applications Low marketing efforts over the past years Use of social media campaigns by the

competition The communication of Nyenrode does not have

a market fit with their customers The image of Nyenrode is different than

experienced by students Decreased value of MSc Diploma from Nyenrode

Research Students

Laptop Computer Mobile Phone Gameconsole Tablets0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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Access T

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How do they use social media?

How do they choose their education? Low use of social media by Universities Students easily influenced by opinions

on communities With study choice, 64% are influenced

by their personal surroundings including: Friends Family Professors

PersonageMeet Paul 22 years old Completed a Bachelor study in

communication science Ambitious, hard working, entrepreneurial,

social & energetic Mainly active on Facebook & LinkedIn He knows what he wants but, Will take advice of from peers and experts

when making important decisions

Benchmark Universities Nyenrode has many national and international

competitors, the most important are listed below: The Netherlands (main competitors)1. Erasmus University2. Tias Nimbas3. Vrije Universiteit4. Utrecht University5. Maastricht University Outside of the Netherlands1. HEC Paris (France)2. University Antwerp (Belgium)3. Leuven Gent (Belgium)

Source: FT.com

Big Hairy Audacious GoalBeing the leading university in the world in terms of branding and the leading example of recruiting new students

Nyenrode MSc program Interactive and challenging Master Program The international focus of the study

combined with the campus life Intensive teamwork with fellow students Extra curricular work and committees Students with entrepreneurial, hands-on

mentality and great problem-solving capabilities.

Recommendation Present on social media platforms in name of

MSc program Interactive website / platform representing

Nyenrode Experience Active Social Media use for engagement with

potential students Create guidelines for use of social media

internal Think further than social media (Search

Engine Optimalisation)

Present on social media platforms in name of MSc program What platforms are necessary? Which platforms do we use for:

Sending / Listening Interaction / engagement Information sharing

A clear message on each platform Same identity on each platform

Present on social media platforms in name of MSc program What platforms are necessary? Which platforms do we use for:

Sending / Listening Interaction / engagement Information sharing

A clear message on each platform Same identity on each platform

Present on Social Media Platforms in name of MSc-Track

Interactive website / platform representing Nyenrode Experience Interactive platform to show Nyenrode Experience Including streams from:

Twitter Flickr Youtube Blogs Slideshare Reports

Links and information of the student association and her commissions

Endorsements of Alumni

Examples of websites Commissions

What do Alumni say?

Active social media use for engagement with potential students

Create interaction with potential students online

Trigger by: Webinars Online Business Games Interactive website (Nyenrode

Experience) Keep overview with tracking software for

social media

Create guidelines for use of social media internal Full support of Management to use

social media Who is responsible for social media How to react on positive & on negative

comments How does every social media platform

work How does the publication scheme look

like

Think further than social media Return on Investment

Followers Visitors Mentions on platforms

Search Engine Optimalisation