WELCOME TO CLUBHOUSE: If you’ve heard the latest chatter about Clubhouse, you might still be wondering: what is it? Clubhouse is an invite-only social audio app, where users can join “rooms” for live audio chats with followers, friends, or the public about specific topics. In December 2020, the platform had 600,000 active users—today, there are more than 2 million. Jeremiah Oywang calls it the “Goldilocks medium” in his blog: “Text is not enough, and video is too much; social audio is just right. It represents the opportunity for social connection and empathy without the downsides of video.”
Why you should care: The increasing popularity of Clubhouse makes it another platform that enrollment marketers should keep an eye on. Plus, social audio is reportedly in development at Facebook and is in beta at Twitter. The benefits of the app include the ability to build community around like-minded people. Graduate programs could host meet and greets on the app as a refreshing alternative to webinars (combatting Zoom fatigue) or start an industry-specific club like “Future MBAs” to network and discuss the value of business school. For more of our insights about the app, check out a recent FRIdeas video and our latest episode of Fanatical Fridays.
MBA ENROLLMENT ON THE RISE: In 2020, MBA applications went up for the first time in five years as individuals aimed to ride out a struggling job market. Extended admissions deadlines, a relaxing of standardized testing requirements, and a pandemic-induced recession all played a role in reversing the downward trend. It’s worth noting that many of these applicants were not traditional, having come from a variety of backgrounds. Their experiences demonstrate that an MBA degree can “help mid-career individuals parlay expertise in areas such as science or the military into business leadership,” writes Patrick Thomas in The Wall Street Journal. “It also can help in the transition from the public to the private sector at any age.”
Why you should care: Traditionally, it was widely known that the best time to pursue an MBA is in your twenties after a few years in the corporate world. But that demographic has shifted. The changes in 2020 that have led to a rise in MBA applications shed light on the need for brands to target nontraditional prospective students in their marketing strategies. Partnering with employers for mid-career professionals, emphasizing the value of faculty and alumni networks, and highlighting how an MBA credential can propel your career (even for those with 10+ years of business experience) will be essential.
CHARGING UP A CHATBOT: Chatbots are becoming more prolific in the higher education space, but most schools have yet to leverage this powerful tactic. A regular chatbot, with if/then logic that fuels engagement with a prospective student who visits your website, is an excellent place to start. An AI-chatbot goes even further, which simulates NLP (Natural Language Processing) for human-like conversations. HubSpot recently published a comprehensive overview of a dozen AI chatbots on the market: “12 of the Best AI Chatbots for 2021.”
Why you should care: “By leveraging machine learning and NLP, AI-powered chatbots can understand the intent behind your customers’ requests, account for each customer’s entire conversation history when it interacts with them, and respond to their questions in a natural, human way,” writes Clifford Chi from HubSpot. Schools who seek to improve their website’s user experiences by implementing helpful aids like chatbots (even just on key pages to start with) will have the advantage. Don’t miss our own reviews of the top chatbot tools for higher ed (featuring both regular and AI-powered chatbots) on The Enrollify Blog.
Each week, The Enrollify Podcast equips you with insights into how the latest trends in marketing and technology are affecting enrollment managers. Every episode is designed to inspire new, creative ideas for how to optimize the resources you have to generate the results you need.