© UCLES 2013

Michael CarrierDirector, Strategic PartnershipsCambridge 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 LearningDelighting the students once recruited, with state-of-the-art

digital resources, customer experience, customer service and learning outcomes

© UCLES 2013

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 MarketingStrategy

SEO

PPC

WOM

NPS

C/ratio

Touchpointexperience

Web offer

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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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Customer Perception map

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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.deAltavista Germany - http://www.altavista.de

France -Ecila - http://www.ecila.frVoila France - http://www.voila.fr

Italy -Virgilio - http://www.virgilio.itArianna - http://www.arianna.it

Russia -Rambler - http://www.rambler.ruYandex - 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.comwww.studiocambridge.co.ukwww.cam.ac.uk

Missed – www.ecenglish.comwww.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/noWebsitePhoto gallery of accommodation, staff, classrooms, technologyVideos of accommodation, staff, classrooms, technologyAlumni video testimonialsAgent testimonialsSEO consultancy contractYour Twitter feed on the websiteYour Facebook feed on the websiteStaff tasked with seeding social media in marketing campaignPPC strategyNPS strategyMobile marketing campaignAlumni 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• Weibo• 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 ScoreNPS 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.

© UCLES 2013

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 BenefitAdobe 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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Marketing metrics

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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 EnglishSocial 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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Providing customer service…

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Bite-sized English learning …

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Facebook quizzes

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Facebook Apps

• Academy Island• Developers• In app purchase• Facebook

commission

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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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Cambridge English TV - metrics

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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

© UCLES 2013

Think Digital!

Digital Marketingreaching 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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Learning Management Systems

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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 learningWhat 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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Vox Pop Cashless service

Calling home….

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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:Carrier.m@cambridgeenglish.org

To download the presentation:www.michaelcarrier.com