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Digital marketing for further education 110716153631-phpapp01
 

Digital marketing for further education 110716153631-phpapp01

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  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top sites are Google, Facebook, Youtube, Twitter <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, YouTube, <br />
  • Top 5 sites are Google, Facebook, YouTube, <br />
  • Top 5 sites are Google, Facebook, YouTube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />
  • Top 5 sites are Google, Facebook, Youtube, <br />

Digital marketing for further education 110716153631-phpapp01 Digital marketing for further education 110716153631-phpapp01 Presentation Transcript

  • Why should colleges should use online marketing & social media?
  • Digital Marketing Digital marketing is a combination of push and pull Internet technologies to execute marketing campaigns
  • Traditional Marketing
  • Re- thinking marketing Traditional Outbound Marketing New Inbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print • TV/radio ads • Search Engine Optimisation • Blogging • Social Media • RSS feeds • Free tools/trials • Video Interruption based Permission based
  • Search Engine Optimisation
  • Search Engine Optimisation (SEO) Search Engine Optimisation (SEO) is a technique which helps search engines find and rank your site higher than the millions of other sites in search engines.
  • Search Engine Optimisation If you don’t read anything else, read this Guide!
  • What is SEO - Why is it important? Benefits of SEO : 1. Optimized Search Results – increases the ranking of your website on many search engines. 2. Increase Visibility – Search engine optimization helps to increase search engine visibility 3. Increased Online Traffic – This is a result of increase visibility in the search engines. 4. Cheap – If done properly, SEO helps promote your website for little cost.
  • Search Engine Optimisation FREE! Vertical Search PAID
  • Search Engine Optimisation People look here in search results according to eye tracking research.
  • Title Heading h1 Alt image tag Copy www.webyogi.co.uk
  • SEO - keywords Keywords used by searchers are not necessarily what we think! • Over 50% of searchers use key phrases of 3 words or longer • Vital to a successful SEO campaign • Local search - location specific key phrases are common use theses in title tags • Aim to optimise your site on keyword per page with the most search volume www.webyogi.co.uk
  • SEO - Optimise your site for keywords https://adwords.google.com/select/KeywordToolExternal
  • SEO - Optimise your site for keywords • • • • • • Training courses for employers Apprenticeship provision Professional Development provision Higher Education provision Restaurant, Beauty Salon and Fitness Club Conference facilities Can you think of any other terms people might use to search for your services?
  • SEO & Keyword tools • • • • • • Wordtracker - https://freekeywords.wordtracker.com/ SEObook - http://www.seobook.com/ Wordstream - http://www.wordstream.com/ SEOmoz - http://www.seomoz.org/tools Yahoo clues - http://clues.yahoo.com/ Google insights for search http://www.google.co.uk /insights/search/# • IIS SEO Toolkit http://learn.iis.net/page.aspx/791/getting-started-with-the-seo-toolkit/ www.webyogi.co.uk
  • Local SE0 - Basics Get listed on … • • • • Google Places Yahoo Local Bing Local Facebook places
  • Local SE0 – Social media Most of the networks have iPhone, Android, and BlackBerry apps. More tips from Mashable www.webyogi.co.uk
  • www.webyogi.co.uk
  • Social Media Enlightenment
  • Social Media Social media is just about human beings having conversations and relationships through the use of online technology. It’s simply a new form of mass media. It helps SEO by building relationships that may later turn into links and sales
  • The social media revolution - video http://www.youtube.com/watch?v=3SuNx0UrnEo
  • Social media - Why is it important? Benefits of Social media • Low cost - use social media to create and distribute articles, videos & audio for a fraction of the money it would cost to appear in press, print, radio or TV • Unlimited access • Simplicity • Global reach • Flexibility • Measurability • SEO social signals
  • Social media is …… • • • • • • Social Bookmarking (Delicious) Social News (Digg, Reddit) Social Networking (Facebook, LinkedIn) Video (Youtube, Vimeo) Audio (Podcasts, Itunes) Blogs (Wordpress, eblogger, tumblr, posterous) • Local Business Listing (Google, Facebook places) • Brand monitoring (socialmention, Howsociable) • Q&A – Quora, Yahoo answers • • • • • • • • Reputation management Events & tweet ups Photosharing (flickr) Presentation sharing (slideshare) Social Broadcasting (Youtube) Ratings and reviews (yelp, Google places) Location based marketing (Foursquare, Gowalla) Viral Marketing (Youtube, Articles & PR)
  • The conversation prism The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network. So many networks… So little time!
  • Social media dashboards But… there are tools you can use to help manage social media sites.. •Hootsuite •Tweetdeck •Sproutsocial
  • Some Free Social media listening & monitoring tools Facebook Analytics Youtube Insights Topsy Tweetstats bit.ly Twitter Analyzer Klout PeerIndex Social Mention Backtype Boardreader CoComment Hootsuite Yahoo Site Explorer Omgili Graphs IceRocket Compete.com
  • Social media networks
  • Facebook • Largest social media site • 750 million participate • Fan pages popular with businesses Your Facebook page is a gateway to other social media streams, with news, pictures, videos & posts from your blog Facebook should definitely be a part of YOUR social media efforts.
  • Facebook – how to use it • Create a Business Page • Use Facebook applications • Promote events • Promote your sales, promotions and offers • Get feedback • Ask questions
  • Facebook – Case study http://www.excellencegateway.org.uk/page.aspx?o=299885
  • Twitter Twitter provides an easy outlet for daily interaction with students, parents, college news, well wishes, announcements, student congratulations and re tweets of positive messages/pictures
  • Twitter – how to use it •Create a twitter profile •Strategically build your following •Listorious, twellow, #hashtags •Tweet events •Tweet promotions, offers
  • Twitter case study www.webyogi.co.uk
  • Youtube • 2nd largest search engine • Use your keywords when uploading a video • Spread your videos across the internet • Brand your account • Create a series of videos • Build a network
  • Youtube case study http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w
  • Flickr Photostreams on Flickr are a nice way to focus on special events sponsored by your college or held on your campuses.
  • Flickr
  • Flickr – What can you do? • Search for your institution name in Flickr • Create a Flickr group (e.g Amherst College) gather existing users and ask them to post pics of your college • Discover great photos for your next publications • Launch a contest and invite users to post their best shots about your institution • The winners could have their photos published on your website or in your next magazine…
  • Linkedin LinkedIn is perhaps one of the most effective social media platforms for business to business networking.
  • Linkedin •Create a solid company profile •Join several groups and become involved •Connect with specialist employers •Ask and answer questions •Give and ask for recommendations •Ask for introductions
  • Questions & Answers Q+A Sites www.webyogi.co.uk
  • Which channels right for my business? • • • • • • • • • • Display Advertising Email Marketing Pay-Per-Click Advertising (PPC) Online Public Relations Search Engine Optimization (SEO) Affiliate Marketing Social Media Marketing Viral Content Campaigns Conversion Rate Optimization Blogging/Microblogging • • • • • • • Blogger outreach Video Local search marketing Mobile marketing Groupon/offer sites Corporate web site Free content (ebookswhite papers) • Online communities • Webinars • Podcasts www.webyogi.co.uk
  • It depends on business objectives & audiences! • • • • • • • • • Brand awareness Web traffic Online course bookings Recruitment Sales Leads Promotion Reputation management Public relations www.webyogi.co.uk
  • What makes a good Social Media Campaign ? Old Spice “Smell Like a Man, Man.” Old Spice spokesman Isaiah Mustafa was an interactive online hit responding to questions submitted by fans on Twitter in 180 Web videos. He proposed marriage to one fan's girlfriend. She accepted. From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010
  • What makes a good Social Media Campaign ? A. Buzz, participation & engagement These types of content are popular….. • How to’s • Asking questions • Competitions • Quizzes • Polls • Widgets • White Papers • Viral games- farmville
  • What’s Hot in Social Media? Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia
  • Juicy Social media links – yum ! You’ll love these links! • • • • • Hubspot inbound marketing blog – Marketing Resources for small businesses: strategic Internet marketing tips and links to much more. Social Media Examiner – Social Media Examiner is a free online magazine designed to help businesses discover how to best use social media tools Mashable – Social Media news blog covering cool new websites and social networks Duct tape marketing blog – Small business marketing coaching and consulting ideas & strategies that are simple & effective. www.webyogi.co.uk
  • Demographics Where do people go online & what do they do?
  • Who is using which sites? Source : Flowtown www.webyogi.co.uk
  • Forrester research – Use this tool! !8-24 yr olds in the UK tend to be Joiners & Spectators Joiners like •Facebook •Myspace Spectators like •Blogs •Video •Forums •reviews http://www.forrester.com/empowered/tool_consumer.html
  • How people behave online • Creators • Critics • Collectors • Joiners • Spectators • Inactives http://www.forrester.com/rb/research
  • Content Marketing Text – where people put across views, opinions or write blog posts. Images – images and photos Audio – social media enables you create podcasts or radio shows Video – video sites mean that you can record entertaining videos for the world to see. Check out : http://www.junta42.com/content-marketing-playbook.aspx
  • Information highway…
  • Create more highways… through content • SEO (people link to great content) – More Visitors – More Google links • Social Media (people share great content) – Word-of-Mouth – Develop Relationships www.webyogi.co.uk
  • Digital Marketing plan…. • • • • • • • On & offline tactics Timely SEO Social media – networks, content, blog Online PR Strategy & campaign plan Measurement
  • The Digital Marketing Mix Start with your business/website goals and create valuable content for your audiences Research your online landscape for the most appropriate marketing mix for your digital strategy Use web analytics, on and offline conversion tracking and optimisation to measure campaigns Implement the tactics that fit your business goals best.
  • 8 Steps to digital marketing success…. • Research what your target audiences are searching for on Google • Listen, engage and participate through social media • Develop an digital marketing plan that meets business objectives & customer needs • Optimise your web content to meet Google best practice • Create and distribute content that will promote your expertise and drive targeted traffic to your website • Implement content & link building strategies to help you achieve high Google rankings • Measure your activities through web analytics See : How to write an online marketing plan www.webyogi.co.uk
  • Services • • • • Digital marketing consultancy SEO & Social Media audits In-house Training & Workshops Twitter, Facebook, Linkedin for business courses • Online campaigns & PR management www.webyogi.co.uk
  • Connect with Webyogi…. Email : info@webyogi.co.uk Site: www.webyogi.co.uk Ways to Connect: Twitter: @webyogi LinkedIn: http://www.linkedin.com/in/yvettebordleyFacebook: webyogidigitalmarketing www.webyogi.co.uk