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Data Insights for Higher Education - Valter Sciarillo

Data Insights for Higher Education - Valter Sciarillo

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Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Valter Sciarillo, Sr. Insights Manager for LinkedIn, discusses how education marketers can leverage the power of LinkedIn data  to understand their audience, build relationships, and drive applications.

Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Valter Sciarillo, Sr. Insights Manager for LinkedIn, discusses how education marketers can leverage the power of LinkedIn data  to understand their audience, build relationships, and drive applications.

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Data Insights for Higher Education - Valter Sciarillo

  1. 1. Data Insights for Higher Education Valter Sciarillo Head of Projects, Marketing Solutions Insights LinkedIn EducationConnect 2014 #inEDU14
  2. 2. To create research & data driven insights to power the most effective sales and marketing
  3. 3. 39m Students and recent grads on LinkedIn Source: LinkedIn internal data, March 2014.
  4. 4. 90% or more of US MBA’s are active on LinkedIn • Your university MBA graduates 90K LinkedIn MBA graduates 100K* MBA graduates in the US *GMAC Deans Digest, 2010
  5. 5. LinkedIn members are highly driven to undertake further education 49% of members are at least considering further study 5 12% 6% 7% 10% 0-6 6-12 12-18 18+ Months 35% 14% Aren’t sure yet Likely to undertake future study in the next... LinkedIn survey – US April 2014
  6. 6. LinkedIn members are in-market for specific courses 10% Of LinkedIn North American members intend to do an MBA 22% Of LinkedIn North American members intend to do a Postgraduate degree (non-MBA) Source: LinkedIn internal data, May 2014. N = 1503.
  7. 7. Professional networks are used over 2x more than personal networks for educational information 86% 54% 53% 49% 39% 38% 32% 22% 22% Institution Website Online News Publication Peers Professional Social Networks Brochures Friends / Family Email Trade Events / Open-days Personal Social Networks #inEDU14 When researching educational institutions, what sources of information do you use? n=499
  8. 8. 8 Top content expected from education institutions 38% 36% 35% 34% What sort of information should education institutions be providing to you in order to help you make an informed decision on where to study? n=499 47% 52% Staff / Lecturer profiles 61% Career Advice Expert commentary / reviews of the institution On Campus Information Sessions Updates on institution research Alumni profiles / achievements Updates on institution rankings #inEDU14
  9. 9. A tool that informs you about content trends and guides your content strategy Trending Topic Which topics are most discussed on LinkedIn, broken out by: § Target Audience § Geography § Time Top Articles Top articles shared for trending topics § Top Sponsored Content § Top Organic Content § Side by side audience comparison Recommendations Recommendations around: § What content engages your target audience § What audiences are engaging with specific content topics
  10. 10. Strategy and Execution for both the short and long term Catching trending topics Defining content strategy Spiking Trend Long-Term Trending Topic Popularity Time Period
  11. 11. Content is categorized using our native profile data 1 What are members sharing? 2 What are the articles about? Leadership 3 Who is sharing these articles? Cross Culture
  12. 12. The bachelor’s class of 2015 is talking about… onboarding coaching personal development resume writing design thinking e-commerce Trending Articles • Chipotle’s Brilliant Hiring Process • I Quit My Job: And It Was My Biggest Mistake Ever • Why I Hire People Without Experience • An Approach to Mentorship – Why the Investment Is Worth It • Three Ways to Get Recognized at Work • 7 P’s to Achieving your Goals • 10 Things That Aren’t On Your Resume (But Should Be) • Why I Care More About Your Cover Letter Than Your Resume • Start with the Obvious • 6 Ideas That Define Design in 2014 | WIRED • The Company That May Soon Overtake Apple as World's Most Valuable • The Holidays are Coming to Town Source: LinkedIn Trending Content, September-October 2014, US Only
  13. 13. “Business School” is a hot topic on the platform Over 7K articles about “Business School” were shared globally (Sept-October 2014)
  14. 14. Top Universities are being mentioned on LinkedIn
  15. 15. Measuring Success
  16. 16. LinkedIn members can engage with your brand before setting foot in your school 1 7 Click on Ad 1 Consumes content 3 Opens an Inmail Subscribes to a Program 4 2 5 Follows company page Consumes organic content . 6
  17. 17. What does this mean for you? What percentage of enrolled students is LinkedIn influencing? Which LinkedIn products did they engage with prior to enrolling? How do you compare to your competitor schools? 19% 31% 18% Of students enrolled Of students on LinkedIn in Q3 impacted read an 2014 were impacted InMail Is the average impacted percentage for this schools peer set #inEDU14 Source: Data is for an actual school from Q3. Students impacted within previous 12 months

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