Online Marketing: Social Media in Higher Education

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Online Marketing: Social Media for Higher Education By: Kemp Edmonds This presentation is available now: j.mp/kempfdu

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This presentation was originally delivered to Fairleigh Dickinson University's Staff at their Vancouver based Institution.

Transcript of Online Marketing: Social Media in Higher Education

Page 1: Online Marketing: Social Media in Higher Education

Online Marketing: Social Media for Higher Education

By: Kemp EdmondsThis presentation is available now:

j.mp/kempfdu

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Start at the end.

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and never ends.

It started here...

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Self-directed Learning

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Important Questions

• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.

Social Media often comes last and should-Kyle James, doteduguru.com

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Enough about me...

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It’s not this.

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“IT’S ABOUT GENERATING REVENUE

THROUGH SOLID MARKETING AND

STELLAR CUSTOMER SERVICE, JUST

LIKE IT’S BEEN SINCE THE

BEGINNING OF TIME.”

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It’s more like this.

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It’s young. It’s growing.

Sources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) June 2011 Pew Internet Research (US) Nov. 2010

50% of Americans have an account on

13% of online Americans use

4% are using location based services like

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Nearly 100% of online users...

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Funnel Evolution

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The Sales Funnel (Pre-Internet)

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Early Social Media Funnel

Hubspot.com

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Death to the Funnel

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The Customer Hourglass

Altim

eter

Gro

up -

@jo

wya

ng

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Traditional Marketing

Product & Service

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Product &Service

Customer Lifestyle

Successful Social Media

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It starts with Listening

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Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate

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The conversation has begun

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Go Where the People Are

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Today it’s Facebook

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Tech will Change Again

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It’s old made new again

This isn’t new

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Build a Base

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Incentivize + Social Good

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Participation is Everything

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http://vimeo.com/18991169

The content is out there

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Lots of Content

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Service

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Enable your Students

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Profile your Students

Students Believe Students

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Tom Sawyer’s Fence

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Reward

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#FDUVAN

Bring your #Hashtag to Life

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Don’t move too fast

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Centralize Content

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http://web.vanderbilt.edu/resources/social-media-handbook/

Don’t reinvent the wheel

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Exercise #1: Who are you speaking to?

Explore your: 1. Target audience 2. Target market3. Stakeholders 4. Current students–Assign each a % and rank

• Detail who are represented

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• Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors• Ask everyone

Survey the scene

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Setting up your strategy

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POST • People: Assess your customers’ social activities• Objectives: What do you want to accomplish• Strategy: Plan for how relationships will change• Technology: Decide on your social technologies

The Post Strategy

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Begin with Goals…

The Inside Out Strategy

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...From Goals Stem Objectives

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...Then Measures of Success

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Last comes execution

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Responsibility & Scheduling

Who is responsible for posting content and responding?

How often will you post? Schedule it.

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Listening Kit - Email Alerts

Google AlertsSocial MentionTweetBeep

Tweak your searches…

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To manage it use…1. Content calendar2. Content scheduling3. On duty

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What are our goals?

Exercise #2: Start thinking about some strategic goals for

FDU. If you have a strategic marketing plan that is a great place to start.

You choose the strategic goals & objective. I will work with you to determine KPIs and tactics.

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Content Factory

Exercise #3: Brainstorm 20 different possible ways to develop meaningful content.

• Student stories• Vancouver Adventures• School activities• Success stories• Students ‘journals’• Student made videos• Vancouver news• FDU news• …

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Thank you!

See you next week!

@[email protected]