Meeting of the Minds 2010
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Transcript of Meeting of the Minds 2010
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meeting ofthe minds
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for Social Media for Your SchoolTop Five Tips
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be helpful
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it’s important because...
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you should use it because...
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our website viewersTwitter – 4500/monthFacebook – 2500/month
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1.1 person, 1 hour/day
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2.start at Facebook
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goal=show leadership
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leverage your skills
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400 000 000
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55 minutes
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38 year old woman
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W O M
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newsfeed• fans (likers?)• fans’ friends
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facebook.com/username
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3.be on +
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#2 engine
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google juice
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there vs. perfect
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there vs. perfect
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here, today
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33% 33% 33%
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hootsuite.com• team tweeting• scheduling• assignment
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4.monitor what is being said about you
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Google Alerts• your name
• your company’s name
• your industry: “private school canada”, “summer camp ontario”
• your closest competitor
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RSS
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Google Reader
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speak in pictures
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videos too
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Five Quick Hits to Increase Traffic from Google and other search engines
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Submit Your Site to
Google Places
#1
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Google account > Account Settings > Try something new/more > Business Solutions > Google Places
Or search for “google places”
How to Set Up Google Places
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Track The Success of Your Listing
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Install Google
Analytics
#2
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Google account > Account Settings > Try something new/more > Google Analytics
Insert code into footer of every page
Start collecting information
Google Analytics: How to
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Understand Traffic
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Tell people what your site and its pages are about Use your site to tell people as much as you can about your school
Basics of SEO & Search Marketing On Page#3
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Don’t assume that people & search engines know what it is about
Your website is a publication
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http://googlewebmastercentral.blogspot.com/ 2008/11/googles-seo-starter-guide.html
Download Google’s SEO Starter Guide
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Links to your site tell search engines that your site is important and they can tell about your site.
• Students, parents, staff and anyone else with websites or blogs
• Directories: local, educational, general (most are free)
• Proper variation in anchor text: Great Lakes Christian High School is a Christian high school serving the Niagara Region
Get Optimal Backlinks to Your Site#4
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Use Google Adwords #5
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Your Google account > Google Adwords
• Set up parameters, including geographical
• Create campaigns & ad groups
• Bid on keywords & create compelling ads (within the format restrictions)
• Set your max CPC for each keyword & set your maximum daily budget
• Review regularly, as this is very dynamic
Adwords: How to
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• Only pay when people click on your site
• Viewed across the web wherever Google ads are displayed, (including Gmail)
• Complete control of your budget
Advantages of Using Adwords:
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• Amateur errors can be costly (don’t make typos!)
• People tend to distrust them
• Poor quality clicks
• Click fraud
Disadvantages & Limitations of Adwords:
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• Adwords, Advertising & Organic Search
• Adwords & other web advertising can be important to marketing
• Adwords is especially useful if you have no organic presence at all (e.g. new site or heavily competitive vertical)
• Organic results have much(!) better click-throughs and much more trust
Adwords, Advertising & Organic Search
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Keyword tools collect data from previous user searches and offer estimates of search volume for specific words and phrases that are related to each other.
(None of these are perfect but they do offer important marketing insights)
Resources: Keyword Tools
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• Google’s own tool is all you need: http://adwords.google.com/select/KeywordTool
• Keyword Discovery: www.keyworddiscovery.com/search.html (my 2nd favourite; once/6 months or so)
• Wordtracker: http://freekeywords.wordtracker.com/ (offers 7 day free trial)
Resources: Keyword Tools
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• An appropriate caution: “Five Reasons Your Keyword Tool May be Lying to You” http://www.searchenginepeople.com/ blog/five-reasons-your-keyword-tool-may- be-lying-to-you-and-ours-might-too.html
Resources: Keyword Tools
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Webmaster tools: www.google.com/webmasters/tools/
• Offers some insights into things that might be really wrong (e.g. broken links)
• Some like this but it’s too much irrelevance
• Free
• Google Trends: http://www.google.com/trends
• Neat, fun and can tell you about seasonality and other larger trends
• Restricted to very high level terms
Resources: More Google Tools
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• Webmaster Central blog: googlewebmastercentral.blogspot.com/
• Matt Cutts, Google’s spam cop and liaison with the SEO industry: Mattcutts.com/blog
• Search Engine Land: searchengineland.com/
• Survey of search engine ranking factors: http://www.seomoz.org/article/search-ranking-factors.
Resources: Some Trustworthy Advanced SEO Information
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MAxIMIzE your marketingFree initiatives to stretch your marketing efforts
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What’s new and what works?
• 67% of online searches are driven by offline channels
• 44% of people in Canada belong to a social networking site and is on the rise
• Retailers and brands on facebook or with microblogs agree that they have helped maintain clients and grow bottom line
Social Media
PrintRadio TV
Open HouseEmail Marketing
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Amplify your efforts
1. Where can you
share your blog, twitter
and facebook pages?
2. Can you automate
postings/ feeds with
tools and widgets
Amplify your efforts
1. Where can you share your blog, twitter and facebook pages?
2. Can you automate postings/feeds with tools and widgets?
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Facebook Twitter LinkedIn
Pull RSS feed of News or Blog
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FriendFeed.compowerful resource to streamline online updates
!
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‘Sharing’ and ‘Tweeting’‘Sharing’ and ‘Tweeting’‘Sharing’ and ‘Tweeting’
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!
Optimize your e-listing• Provide images that showcase different
elements of your school (web format)
• Add testimonials. Parents search for “school testimonials”
• Add content about programs you want to feature. This will help you be found using the keyword search.
• Keep your ‘Important Dates’ updated and access your e-listing quarterly to keep content fresh
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q Add smaller media outlets to your Press Release list
q Submit articles to monthly e-newsletters
q Be the expert. Blog on a particular topic. Answer questions.
q WOM : Get students, coaches, teachers and parents to blog!
Free online marketing tips
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• current families
• prospective families
• alumni
• faculty and staff
How do I build my email list? JUST ASK!
School E-Newsletters
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Sender : Use a personal email address and name
Subject : only 4 to 6 words
Content : exclusive to your subscribers
Format : Plain text, HTML or Template
Email marketing best practices
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Our Kids Canada’s #1 resource for parents searching for independent schools
250,000 copies distributed
70,000 monthly online visitors
15,000 e-newsletter subscribers
5,000 daily blog visitors
1,777 Twitter followers
2,000 families attending expos
20% International online traffic
100% target audience
1,000,000 Families
#1 Ranking on Google.ca