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
...
Search Engine Optimisation
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is a
technique which helps search engines find
and rank ...
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
o...
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 ...
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 De...
SEO & Keyword tools
•
•
•
•
•
•

Wordtracker - https://freekeywords.wordtracker.com/
SEObook - http://www.seobook.com/
Wor...
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.web...
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 tec...
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 artic...
Social media is ……
•
•
•
•
•
•

Social Bookmarking (Delicious)
Social News (Digg, Reddit)
Social Networking (Facebook, Lin...
The conversation prism
The Conversation Prism
gives you a whole view of
the social media
universe, categorized
and also or...
Social media dashboards
But… there are tools
you can use to help
manage social media
sites..
•Hootsuite
•Tweetdeck
•Sprout...
Some Free Social media listening & monitoring tools

Facebook Analytics
Youtube Insights
Topsy
Tweetstats
bit.ly
Twitter A...
Social media networks
Facebook
• Largest social media site
• 750 million participate
• Fan pages popular with
businesses

Your Facebook page is ...
Facebook – how to use it

• Create a Business Page

• Use Facebook applications
• Promote events
• Promote your sales, pro...
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,
announce...
Twitter – how to use it

•Create a twitter profile
•Strategically build your following
•Listorious, twellow, #hashtags
•Tw...
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
•...
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 campuse...
Flickr
Flickr – What can you do?
• Search for your institution name in Flickr
• Create a Flickr group (e.g Amherst College) gathe...
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...
Questions & Answers

Q+A Sites

www.webyogi.co.uk
Which channels right for my business?
•
•
•
•
•
•
•
•
•
•

Display Advertising
Email Marketing
Pay-Per-Click Advertising (...
It depends on business objectives & audiences!
•
•
•
•
•
•
•
•
•

Brand awareness
Web traffic
Online course bookings
Recru...
What makes a good Social Media Campaign ?

Old Spice “Smell Like a Man, Man.”
Old Spice spokesman Isaiah Mustafa
was an in...
What makes a good Social Media Campaign ?
A. Buzz, participation &
engagement
These types of content are
popular…..
• How ...
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 ...
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
•Myspac...
How people behave online

• Creators
• Critics
• Collectors
• Joiners
• Spectators
• Inactives
http://www.forrester.com/rb...
Content Marketing
Text – where people put
across views, opinions or
write blog posts.
Images – images and photos
Audio – s...
Information highway…
Create more highways… through content
• SEO (people link to great content)
– More Visitors
– More Google links
• Social Me...
Digital Marketing plan….

•
•
•
•
•
•
•

On & offline tactics
Timely
SEO
Social media – networks, content, blog
Online PR
...
The Digital Marketing Mix
Start with your business/website goals
and create valuable content for your
audiences
Research y...
8 Steps to digital marketing success….
• Research what your target audiences are searching for on
Google
• Listen, engage ...
Services

•
•
•
•

Digital marketing consultancy
SEO & Social Media audits
In-house Training & Workshops
Twitter, Facebook...
Connect with Webyogi….
Email : info@webyogi.co.uk
Site: www.webyogi.co.uk
Ways to Connect:
Twitter: @webyogi
LinkedIn: htt...
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  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
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  • Top 5 sites are Google, Facebook, Youtube,
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  • Top 5 sites are Google, Facebook, Youtube,
  • Top 5 sites are Google, Facebook, Youtube,
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  • Digital marketing for further education 110716153631-phpapp01

    1. 1. Why should colleges should use online marketing & social media?
    2. 2. Digital Marketing Digital marketing is a combination of push and pull Internet technologies to execute marketing campaigns
    3. 3. Traditional Marketing
    4. 4. 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
    5. 5. Search Engine Optimisation
    6. 6. 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.
    7. 7. Search Engine Optimisation If you don’t read anything else, read this Guide!
    8. 8. 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.
    9. 9. Search Engine Optimisation FREE! Vertical Search PAID
    10. 10. Search Engine Optimisation People look here in search results according to eye tracking research.
    11. 11. Title Heading h1 Alt image tag Copy www.webyogi.co.uk
    12. 12. 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
    13. 13. SEO - Optimise your site for keywords https://adwords.google.com/select/KeywordToolExternal
    14. 14. 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?
    15. 15. 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
    16. 16. Local SE0 - Basics Get listed on … • • • • Google Places Yahoo Local Bing Local Facebook places
    17. 17. Local SE0 – Social media Most of the networks have iPhone, Android, and BlackBerry apps. More tips from Mashable www.webyogi.co.uk
    18. 18. www.webyogi.co.uk
    19. 19. Social Media Enlightenment
    20. 20. 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
    21. 21. The social media revolution - video http://www.youtube.com/watch?v=3SuNx0UrnEo
    22. 22. 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
    23. 23. 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)
    24. 24. 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!
    25. 25. Social media dashboards But… there are tools you can use to help manage social media sites.. •Hootsuite •Tweetdeck •Sproutsocial
    26. 26. 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
    27. 27. Social media networks
    28. 28. 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.
    29. 29. Facebook – how to use it • Create a Business Page • Use Facebook applications • Promote events • Promote your sales, promotions and offers • Get feedback • Ask questions
    30. 30. Facebook – Case study http://www.excellencegateway.org.uk/page.aspx?o=299885
    31. 31. 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
    32. 32. Twitter – how to use it •Create a twitter profile •Strategically build your following •Listorious, twellow, #hashtags •Tweet events •Tweet promotions, offers
    33. 33. Twitter case study www.webyogi.co.uk
    34. 34. 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
    35. 35. Youtube case study http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w
    36. 36. Flickr Photostreams on Flickr are a nice way to focus on special events sponsored by your college or held on your campuses.
    37. 37. Flickr
    38. 38. 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…
    39. 39. Linkedin LinkedIn is perhaps one of the most effective social media platforms for business to business networking.
    40. 40. 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
    41. 41. Questions & Answers Q+A Sites www.webyogi.co.uk
    42. 42. 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
    43. 43. 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
    44. 44. 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
    45. 45. 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
    46. 46. What’s Hot in Social Media? Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia
    47. 47. 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
    48. 48. Demographics Where do people go online & what do they do?
    49. 49. Who is using which sites? Source : Flowtown www.webyogi.co.uk
    50. 50. 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
    51. 51. How people behave online • Creators • Critics • Collectors • Joiners • Spectators • Inactives http://www.forrester.com/rb/research
    52. 52. 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
    53. 53. Information highway…
    54. 54. 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
    55. 55. Digital Marketing plan…. • • • • • • • On & offline tactics Timely SEO Social media – networks, content, blog Online PR Strategy & campaign plan Measurement
    56. 56. 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.
    57. 57. 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
    58. 58. 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
    59. 59. 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
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