ACHE social media
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Transcript of ACHE social media
SOCIAL MEDIA COMMUNICATION & MARKETING
RAY GUILLETTEGEORGE IRISH
JAMES MCCORMACK
Current Marketing environment
What are you doing to recruit students?
Research Brief- Magnify.net
Web Advertising Eclipsed Newspapers in 2010
• Web adv. Up 15% $26B• Newspapers $22.8B• Cable TV $22.5B• Broadcast TV $17.3B• Radio $15.3B
According to Wall St. Journal & PricewaterhouseCoopers
5
$-
$2,500
$5,000
$7,500
$10,000
$12,500
$15,000
2007 2012
Lo
cal O
nlin
e A
d S
pen
din
g (
$ M
Ms)
Online Video
Online Video
Banners & Listings
Banners & Listings
Paid SearchPaid Search
E-Mail Ads
E-Mail Ads
32%
85%
Video, Paid Search and E-mailAdvertising Formats are expected
to go from 32% of Local OnlineAdvertising in 2007 to 85% in 2012
Banners in declineBanners in decline
• Online Video, Paid Search and E-mail are expected to Online Video, Paid Search and E-mail are expected to increase to 85% of Local online ad Spending by 2012 increase to 85% of Local online ad Spending by 2012
Source: 2008 Borrell Associates
Pop Under Banners = No Click Thru
7
Design Element Users Answering"Very Negatively” or "Negatively"
• Pops-up in front of your window 95%• Loads slowly 94%• Tries to trick you into clicking on it 94%
– Does not have a "Close" button 93%– Covers what you are trying to see 93%
• Doesn't say what it is for 92%• Moves content around 92%• Occupies most of the page 90%• Blinks on and off 87%• Floats across the screen 79%• Automatically plays sound 79%• Interruption * Interruption * Interruption
Online Marketing/Advertising• Websites• Social Media• Permission• eMail• Blogging• Twitter• Banners• Video• Ads• Interstitials
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WHAT IS IT?SOCIAL MEDIA
What is Social Media?
McCormack BP693 12
The Big 4- FLYT
WHO IS USING IT?SOCIAL MEDIA
Average SM User?
Soc
ial M
edia
Atte
ntio
n
17
Preferred Communication Method
• Text messaging (37%)• Email (26%)• Social networking IM (15%)• Instant messaging (11%)• Social networking email (11%) • And 12% of students check email on a mobile
device
Average Age of Users
• FB Avg. Age – 38 years old
• LinkedIn Avg. Age – 44 years old
• Twitter Avg. Age – 39 years old
Social Media Demographics
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HOW DO YOU USE IT?SOCIAL MEDIA
Online Marketing Web
23
The SM Funnel
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Nothing
Single Action
Awarereness
Advocates
Repeat/Enthusiasts
What are you using SM for?
• Awareness
• Sales
• Loyalty
• Pick One & FOCUS
The Education SM Funnel
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Nothing
Inquiry
Awareness
Apply
Inform & Visit
SM is the Pythagorean Theory of Marketing
• SM2 + C2 = EMC2
• Social Media2 + Conent2 = Engagement/Marketing/Notice2
The Big 4- FLYT
The New Math- COSINE• Connect• Observe• Support• Inform• Network• Educate
The SM Plan
1. Listen to your audience2. What is your relationship with audience?3. What do you want to say?4. What is the your most important position?5. Select your SM mediums6. Schedule content7. Produce content8. Measure and improve
Do this monthThree things to
Start Blogging
Face
Book
Fan
Pag
e
LinkedIn Groups
BackType.com Twitter look at BSU
Google Alerts
Google Analytics
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SEO
• Key Word Strategy– What are they key words for finding you– Use those in content and advertising
• Optimize Website– To rank higher and cleaner
• Content– Good content helps search– Increases visitors
• Links– Relevant and reputable
Google Traffic
41
5 things you can do today for your SM
1. Start a Google Alerts for your school or key word
2. Down Load Google Analytics and load on your server
3. Sign up for free SM monitoring system4. Sign up for Twitter, and download Tweet Deck5. Download and start WordPress blog on your
web or start a Wordpress.com/blog