How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
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Transcript of How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
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MEDIA DISCUSSION USING NEW MEDIA TO MAKE MORE EFFECTIVE MARKETING CHOICES October 28th, 2014 – Our Kids Marketing Academy
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who
Nadia & Daniela Duriavig Partner, wink11
• Boutique consultancy • 25 + yrs marketing + engineering • digital media • marketing strategy • social media specialists
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where you’re at
How do you make effective decisions How do you optimize your marketing mix
How do you leverage new opportunities
Do you have a plan?
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Always start with your business
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your target
How do you find them How are your parents making their decisions How are your parents doing their research What is the lifecycle of their decision making process
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Prospect Funnel
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Prospect Funnel: Awareness
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I need to start thinking of schools, I’m looking around, what’s accessible
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Prospect Funnel: Research + Familiarity
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RESEARCH/FAMILIARITY
what are the best, what is important to me, how
much $
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Prospect Funnel: Shortlist
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like minded, good reputation, what do current/past parents
think
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Prospect Funnel: Consideration
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research, questions, visits
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Prospect Funnel: Decision + Purchase
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this is my top choice
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Prospect Funnel: Advocate
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I love the experience, I am part of the community,
I love to tell stories and share with others
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Key points of influence
PROSPECTS
current students/families
partners
RDB/USP
TIMING/ CYCLES
geographical/location
Community support/
interaction
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Define Your Brand
Examine all your assets: • Reputation – how can you seed, how can you capture • Community involvement – are you affiliated with other business/
organizations in the community • Teachers – they are the building blocks of your school – how can
you communicate their stories • Your difference (RDB/USP) – strong, consistent, frequent • Your families (WOM) – use SM/UCG to capture the stories and
celebrations of your current students • how are you communicating your culture
Distill to 3 key points
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why below the line?
Unique channel opportunities: • optimize investment • highly measurable • ability to target • maximize messaging/rich content
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How can you intersect with them? AWARENESS
RESEARCH + FAMILIARITY
DEVELOPING AN OPINION + SHORTLIST
CONSIDERATION
DECISION + PURCHASE
ADVOCATE
Web, targeted print, DM, SEO/SEM, mobile, decision making tools, partners, SM
Web, 3rd party advocates, decision making tools, SM
SM, Facebook, blogger, forums, WOM
Frontline CSR’s, web, Facebook, WOM
Lead management process, sign up
SM, WOM, UGC
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Is your website working hard enough for you?
• Audit: ! Key destination for information gathering ! Lead generation ! Decision making tools ! CTA’s ! Immersive landing pages ! UX ! Communicate your brand ! Communicate your culture ! Email outreach/referral program
Your website MyschoolXXX.com
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Expand web info/CTA/lead capture to other areas • Online advertising, google adwords, PPC • SEO/SEM • Micro targeting • Partnerships • Content seeding
Online
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Social Media, • Create active fans • Leverage passion and connection to your
community • Leverage natural behaviors of parents and
students • Document key moments of truth • Authentic examples of your culture in action • UGC and original content development can be a
key factor in the decision making process • Visual search is gaining momentum • Testimonials, alumni feedback
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On site and virtual
• Leverage existing events already happening
• Content opportunities, are you capturing
• Perfect fit for SM • Prospect opportunities
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Lead management process
• Website • Online • What is your process • Email outreach • CSR approach • Follow up/invitation • Evaluate effectiveness
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Wrap-up
• New media options are agile, flexible and measurable • Evaluate regularly and identify holes • Identify new areas to experiment • Re-visit atleast 2/yr and tweak • Leverage your staff • Find good partners who get your business • Re-examine social media strategy and decide how and where
to use • Understand cycles of consideration and that you may have to
hit prospects at a couple of different places to ultimately influence
• Consider expanding your web presence; look at the different content buckets you need to facilitate prospects at every point
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QUANTIFYING BEHAVIOUR
Understanding Social Media Analytics And Tools
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What are we trying to do?
QUANTIFY engagement DRIVE conversations CAPTURE prospects MEASURE influence UNLOCK value
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Meaningful metrics:
Measure AWARENESS, ACQUISITION, RETENTION Connect social media activities to BUSINESS OBJECTIVES Evaluate your programs so you know WHAT’S WORKING AND WHAT’S NOT
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ROI of social media AD VALUE • brand recognition, impressions PR VALUE • sharing success stories ACQUISITION • referrals, new business, influence
CUSTOMER TOUCH POINT • client support, information sharing
RESEARCH • insights, what’s working for others
RELATIONSHIPS • brand loyalty, networking, community building
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Choose 3 to start: • Blog • Facebook • Twitter • Also: YouTube, Instagram, Pinterest
Primary social channels
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Need to define:
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How to measure acquisition?
increase in followers/likes more subscribers reach in new target audiences growth in traffic more leads, hand-raisers
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How to measure engagement?
comments ratings reviews questions shares retweets direct messages visits hashtag tracking
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Create content for the blog, then feed to Facebook and Twitter from there. Add social sharing buttons so others can share. Use tags and add links to optimize SEO and engagement. Encourage natural inbound links.
ToolKit: Leverage your blog content
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Most people who are looking for you online will start with Google. How can you make sure they find you?
SEO
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• Use targeted keywords and phrases to increase traffic
• Get the RIGHT visitors to your site • Write powerful SEO-rich headlines • Match the content of your blog to what people will be searching for in Google
Google Adwords is built on keywords, based on data that shows which keywords are popular for each industry and website. Use Keyword Planner to select the best keywords.
ToolKit: Google Keyword Planner
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Monitor your brand Monitor competitors brands Monitor key words and phrases
• Organization name • Name of key staff • Program names • Campaign names • Events • Local content
ToolKit: Google Alerts
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Use event tracking in GA to assess your online programs. Add code to image, tab, button, graphic, or text link to track. Track THINGS rather than pages. How many people click on your subscribe button? What happens when you move it to another location?
ToolKit: Google Event Tracking
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Measures Facebook reach and engagement
ToolKit: Facebook Insights
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ToolKit: Facebook Insights
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ToolKit: Twitter Metrics/Search
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Track twitter activity and reach
ToolKit: Tweetreach
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ToolKit: Tweetreach
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Insight into your visitors’ behaviour
ToolKit: Google Analytics
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ToolKit: Google Analytics
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ToolKit: Google Analytics
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ToolKit: Google Analytics