Digital marketing & digital learning: new ways to recruit...
Transcript of Digital marketing & digital learning: new ways to recruit...
© UCLES 2013
Michael Carrier Director, Strategic Partnerships Cambridge English Language Assessment EAQUALS Dublin, May 20, 2013
Digital marketing & digital learning: new ways to recruit and delight your students
© UCLES 2013
Think Digital!
Digital Marketing reaching new market segments and recruiting more
students Digital Learning Delighting the students once recruited, with state-of-the-art
digital resources, customer experience, customer service and learning outcomes
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Digital Marketing
Online marketing
Mobile marketing
Social media marketing
Content marketing
Online PR
Email marketing
Website marketing & SEO
Online advertising
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What is your story? • Good News – high demand • Bad news - ELT commoditised
• Need re-defined value
proposition…. • …And value for money
• Your image – Quartermaine’s
Terms or Cutting Edge? • Need to reach new people and
tell your story
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Digital customer acquisition
• Agents
• Leads for direct enrolments
• Leads for sponsor enrolments
• Conversion ratios
• Personal networks: word of mouse
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What’s on your website? • Information • Reassurance • Encouragement • Excitement • Social connections • Instant online sales chat? • Personal Skype video call? • Facetime advice call? • SMS advice number? • Instant self-placement test?
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YouTube channel marketing
• School tours • Video
testimonials • Mini-lessons
from school’s teachers
• ‘Our system’ USP video
• + Pinterest/ Instagram/ Flickr channels
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SEO tasks
• Website localization
• Translation • Keyword
optimisation • Link building
for PageRank
“Each link is selected for its relevance, domain authority and trust levels…. Links are from a variety of sources, including other websites, niche directories, press releases, PR coverage, social news and social media.” WordBank
Regional Search Engines: EUROPE: Germany - Web.de - http://web.de Altavista Germany - http://www.altavista.de France - Ecila - http://www.ecila.fr Voila France - http://www.voila.fr Italy - Virgilio - http://www.virgilio.it Arianna - http://www.arianna.it Russia - Rambler - http://www.rambler.ru Yandex - http://www.yandex.ru Spain - Olé - http://www.ole.com
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Multilingual SEO
• Is your website constructed with multiple languages? • Does your website automatically detect the source IP
and deliver the appropriate language? • Are your keywords optimized English keywords or are
they non-English? • Are your keywords translated or re-created by local
experts? • Do you have domain names with the target country suffix
(e.g. .de for Germany; .fr for France)? • Do you use foreign Hosting providers for foreign
domains? http://www.positionresearch.com/tactics-tips/foreign-search-
engine-visibility.html Submit your site to over 600 Search Engines:
• http://searchenginecolossus.com/ • http://www.mseo.com/ • http://www.submit-away.com
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The Filter Effect
Double check search engine results from different locations & users Google search #2: Added – www.esl-languages.com www.studiocambridge.co.uk www.cam.ac.uk Missed – www.ecenglish.com www.cambridgeforlife.org The Filter Bubble, Eli Pariser
Yahoo added: • The English in Britain web site
• www.languageinternational.com
Bing Local added: • Eurocentres, Regent Cambridge, Cambridge
Academy, Fluency n English via Bing Local listings
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PPC strategy
• Global Campaigns • Google Adwords • Bing PPC • Local Paid Search Campaigns • keyword research • ad text localization • optimization and reporting • Conversion rates from PPC • Target key market search engines eg
Baidu, Yandex, Yahoo! Japan, Naver etc
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Digital marketing checklist
Digital tools Yes/no Website Photo gallery of accommodation, staff, classrooms, technology Videos of accommodation, staff, classrooms, technology Alumni video testimonials Agent testimonials SEO consultancy contract Your Twitter feed on the website Your Facebook feed on the website Staff tasked with seeding social media in marketing campaign PPC strategy NPS strategy Mobile marketing campaign Alumni involved in social media campaign
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Social media strategy
“Successful social media strategies (1) reduce costs or increase customers’ willingness to pay (2) by helping them establish or strengthen relationships (3) if they do free work on a company’s behalf” HBR 2012
“More than 1 billion people use social platforms such as Facebook, eHarmony, RenRen and LinkedIn.
What’s the attraction? They satisfy two basic human needs: to meet new people and to strengthen existing relationships.” HBR, 2012
“most companies are...broadcasting commercial messages or seeking customer feedback.
Customers reject these overtures because their main goal is to connect with other people, not with companies” HBR 2012
“Don’t just sell stuff – help people connect”
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Social media marketing channels
• Facebook • Twitter • LinkedIn • YouTube • Vimeo • Pinterest • Instagram • Flickr
• Tumblr
• Tencent QQ
• RenRen
• Orkut
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What’s a good Twitter strategy?
• Half a billion users & 140 characters
• Engaging not just promoting
• Link to something interesting
• Call to action – ask for input or response
• Build up followers - who can support your brand
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Facebook strategy tips
1. Find your peeps 2. Concentrate on conversing and building relationships, instead of broadcasting and selling. 3. Use a Facebook personal profile AND a Facebook business page TOGETHER. 4. Cross-post and cross promote 5. Use a social media dashboard like Hootsuite 6. Get them on the list 7. Measure and track your social media results
http://socialmediatoday.com
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Monitoring social media • Monitor all social media
conversations and summarise in metrics
• Compare effectiveness of outreach of each social media channel
• Post new messages to all social media from one central source
www.SproutSocial.com
www.Klout.com
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Net promoter score
How to Calculate Your Score NPS is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question — How likely is it that you would recommend [Our School] to a friend or colleague? you can track these groups and get a clear measure of your company's performance through its customers' eyes.
• Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
• Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
• Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
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Adobe Marketing Cloud
• Now there’s a single service that includes everything digital marketers need to get ahead.
• Adobe Marketing Cloud gives you a complete set of analytics, social, advertising, targeting and web experience management solutions and a real-time dashboard that brings together everything you need to know about your marketing campaigns.
“With Adobe Marketing Cloud, we can quickly understand in a visual way why people are coming to our site, what they are looking for, and how to cater to them one-to-one“ - Aleks Reljic, Vice President of e-Commerce, Sony Electronics Inc.
Service Benefit Adobe Analytics So much data, so little time. With Adobe
Analytics you’ll know who your customers are, where they are, and what they’re into.
Adobe Media Optimizer
Now you can automatically optimize your bids within search, display and paid social media. Just set your campaign goals, and Adobe Media Optimizer places the bids for you.
Adobe Target Right content. Right place. Right time. That’s what digital consumers have come to expect, and Adobe Target makes sure you can deliver.
Adobe Experience Manager
Desktops, laptops, tablets, smartphones — with so many screens, you need a solution that efficiently delivers digital experiences that reach customers wherever they are.
Adobe Social Adobe Social can help you crack the code of social, giving you the tools, data, and insights you need to manage, measure, and amplify your social media plan.
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• Develop an effective and direct communication between Cambridge English and our stakeholders
• Increase our brand awareness globally through fan base
• Provide support to candidates taking Cambridge English exams
• Engage with & influence our target audiences
• Develop advocates by building brand loyalty
• Form the critical foundation for future conversion
Case study – Cambridge English Social Media Objectives
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Our global pages
Launch date: 04/04/2011 Page name: Cambridge English Language Assessment
URL: /CambridgeEnglish Number of fans: 921,614
Launch date: 29/04/2011 Page name: Cambridge English: Advanced (CAE)
URL: /CambridgeCAE Number of fans: 57,786
Launch date: 01/11/2011 Page name: IELTS Official URL: /IELTSOfficial Number of fans: 370,987
1,350,387 as of 19/03/2013
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Key Performance Indicators
• Number of fans vs. country’s total Facebook population • Number of likes, comments and shares • Friend referrals and Facebook recommendations • Page reach and frequency • Number of advocates and influencers • Number of traffic directed to our website • Cost-effectiveness of advertising campaigns
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Cambridge English TV – Key Performance Indicators
• Number of video views
• Estimated minutes watched
• Total Likes/ Dislikes rate
• Number of subscribers compared to video views
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Twitter as customer support
@CambridgeEng provides overall news and product
information & has the largest number of followers
@CamEngTeachers supports teachers who use the
Cambridge English Teacher website and teacher development courses
@CamEngHelpers is the Cambridge English HelpDesk &
supports exam candidates and provides rapid customer service support, answering questions personally
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Key Performance Indicators
• Number of followers • Number of tweets • Number of retweets by followers • Level of engagement and activities in a 30 day period • % retweets by followers compared to total number of
tweets in a 30 day period
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Think Digital!
Digital Marketing reaching new market segments and recruiting more
students Digital Learning Delighting the students once recruited, with state-of-
the-art digital resources, customer experience, customer service and learning outcomes
© UCLES 2013
The learner at the centre of cloud-based learning
Face-to-face classroom
eTutors
Phone-Tablet-PC (device agnostic)
LMS-based Practice
MyPortfolio (User generated content
& Social Media community)
Blended Course via LMS
VOIP FaceTime
The Learner
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Delighting your customers - touchpoints
Before they arrive: • 360 video tour of school &
classrooms & teachers & accommodation
Access to ‘MySchool’ online space • Learning plans & syllabus
etc – for parents/sponsors as well as learners
• Pre-arrival study page on website – re-activate passive knowledge before travelling
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On arrival
Support: • free wifi in school • Loan of tablet / Kindle for
homework / practice • Downloadable homework /
study guides / resources • Digital server to share
movies & ebooks • Social Events app;
partner with Tourist Board
Accommodation: • Pre-arrival videos
• ‘MySpace’ online profile for each family
• Free wifi
• Tablet on loan
• Family-to-family links
• Alumni testimonials
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Digital learning channels
Classroom channels: • IWB • Digital textbooks • 1:1 – or BYOD • PRS systems Out of class channels: • Handheld • LMS • Apps • Web
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One to One learning ….
The vision for 1-to-1 computing in Maine: “A personal digital device, at the point of learning, as defined by the student.”
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Handheld learning
What is Handheld Learning?
• Using tablets/mobile phones in class to study language activities – exercises, reading, listening etc
• Using student laptops or handhelds in class for group activity
• Using tablets/mobile phones outside class for student self-access language practice
• Using mobile phones ‘in the wild’ - to collect data for lesson input, record interviews etc
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At the end of the course
Sharing the last day: • Graduation ceremony -
Live stream on Skype/WebEx for parents to watch
• Video & photos of
graduation on YouTube & Flickr channels
Sharing afterwards: Keep your customers:
• Maintenance English offer
• Alumni community, newsletter, events
• Alumni discounts
• Alumni = WOM & NPS
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Contacts
Cambridge English sites: • www.CambrigeEnglishTeacher.org • www.teacher.cambridgeenglish.org • www.cambridge.org/english
Suggestions, questions, comments: [email protected] To download the presentation: www.michaelcarrier.com