Post on 18-May-2015
description
Online Marketing: Social Media for Higher Education
By: Kemp EdmondsThis presentation is available now:
j.mp/kempfdu
Start at the end.
and never ends.
It started here...
Self-directed Learning
Important Questions
• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.
Social Media often comes last and should-Kyle James, doteduguru.com
Enough about me...
It’s not this.
“IT’S ABOUT GENERATING REVENUE
THROUGH SOLID MARKETING AND
STELLAR CUSTOMER SERVICE, JUST
LIKE IT’S BEEN SINCE THE
BEGINNING OF TIME.”
It’s more like this.
It’s young. It’s growing.
Sources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) June 2011 Pew Internet Research (US) Nov. 2010
50% of Americans have an account on
13% of online Americans use
4% are using location based services like
Nearly 100% of online users...
Funnel Evolution
The Sales Funnel (Pre-Internet)
Early Social Media Funnel
Hubspot.com
Death to the Funnel
The Customer Hourglass
Altim
eter
Gro
up -
@jo
wya
ng
Traditional Marketing
Product & Service
Product &Service
Customer Lifestyle
Successful Social Media
It starts with Listening
Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate
The conversation has begun
Go Where the People Are
Today it’s Facebook
Tech will Change Again
It’s old made new again
This isn’t new
Build a Base
Incentivize + Social Good
Participation is Everything
Lots of Content
Service
Enable your Students
Profile your Students
Students Believe Students
Tom Sawyer’s Fence
Reward
#FDUVAN
Bring your #Hashtag to Life
Don’t move too fast
Centralize Content
http://web.vanderbilt.edu/resources/social-media-handbook/
Don’t reinvent the wheel
Exercise #1: Who are you speaking to?
Explore your: 1. Target audience 2. Target market3. Stakeholders 4. Current students–Assign each a % and rank
• Detail who are represented
• Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors• Ask everyone
Survey the scene
Setting up your strategy
POST • People: Assess your customers’ social activities• Objectives: What do you want to accomplish• Strategy: Plan for how relationships will change• Technology: Decide on your social technologies
The Post Strategy
Begin with Goals…
The Inside Out Strategy
...From Goals Stem Objectives
...Then Measures of Success
Last comes execution
Responsibility & Scheduling
Who is responsible for posting content and responding?
How often will you post? Schedule it.
Listening Kit - Email Alerts
Google AlertsSocial MentionTweetBeep
Tweak your searches…
To manage it use…1. Content calendar2. Content scheduling3. On duty
What are our goals?
Exercise #2: Start thinking about some strategic goals for
FDU. If you have a strategic marketing plan that is a great place to start.
You choose the strategic goals & objective. I will work with you to determine KPIs and tactics.
Content Factory
Exercise #3: Brainstorm 20 different possible ways to develop meaningful content.
• Student stories• Vancouver Adventures• School activities• Success stories• Students ‘journals’• Student made videos• Vancouver news• FDU news• …
Thank you!
See you next week!
@kempedmondsKempedmonds.comkempedmonds@gmail.com