Putting a Face to Cyberspace:<br />Innovative Marketing and Recruitment Techniques that Work<br />
Introductions<br />Todd Gibby<br />CEO, Intelliworks<br />Amy Pikalek<br /> Director of Communications and Marketing, Cont...
How To Vote via Texting<br />EXAMPLE<br />Standard texting rates only (worst case US $0.20)<br />We have no access to your...
How To Vote via Poll4.com<br />EXAMPLE<br />Capitalization doesn’t matter, but spaces and spelling does<br />TIP<br />
How To Vote via Twitter<br />EXAMPLE<br />Capitalization doesn’t matter, but spaces and spelling does<br />Since @poll is ...
What is your current role?<br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize t...
Session Objectives<br />Objectives:<br />Raise Timely Topics<br />Consider Multiple Perspectives<br />Offer Potential Conc...
Survey Questions<br />What are your primary recruitment marketing objectives?<br />Which marketing channel has been most e...
But First…Our Methodology<br />Online Poll of UCEA and Eduventures Members <br />Conducted in March 2010<br />90 responden...
Question 1:  What are your primary recruitment marketing objectives? <br />Don’t forget: You can copy-paste this slide int...
Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
What You Hope Is Happening<br />
What’s Really Happening<br />
What’s REALLY Happening<br />
Know Your Audience<br />What are they like?<br />1<br />Why are they here?<br />2<br />What keeps them up at night?<br />3...
Engaging the Generations Online<br />
     			The generations<br />Veterans:  Born 1909-1945<br />Baby Boomers: Born 1946-1964<br />Generation X: 1965-1980<br /...
Pop Quiz <br />The biggest differences in core values and likes occur between:<br />Boomers and Gen Y<br />Boomers and Gen...
Veterans or “Silents”<br />About 95% are retired<br />Value trust, privacy, patience and <br />     conformity				<br />Ha...
    Boomers<br />Control two-thirds of the country's wealth, or $28 trillion (U.S. Census and Federal Reserve)<br />Gloomy...
     Gen X<br />Entrepreneurial and independent<br />Technologically-savvy <br />Comfortable with e-commerce<br />Informal...
     Gen Y<br />Tech savvy and highly intelligent<br />Cynical and marked by a distinctly practical world view<br />Incred...
Adults Still Behind…<br />
But Gaining Momentum<br />
Question 2: Which marketing channel has been most effective?<br />Don’t forget: You can copy-paste this slide into other p...
Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
     			Buying patterns<br />Web-driven: 97% begin search online*<br />Cross-channel: 78% of consumers use two or more cha...
What Students Say they Want<br />
Why Does Service Matter?<br />
Because Motivations Vary<br />
Secret Shop…Relentlessly<br />
Email Campaign<br />
Survey Examples<br />
Online Marketing:  Benchmarks, Opportunities and Challenges             January 2010<br /> “Online marketing not a functio...
Interactive Marketing at University of Wisconsin-Extension<br />Current Goals and Objectives<br />Generate awareness of ou...
     Bachelor of Science in     in Sustainable Management<br />
      Bachelor of Science in     in Sustainable Management<br />
Question 3: Which tool are you using to measure results?<br />Don’t forget: You can copy-paste this slide into other prese...
Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
What’s Been Most Effective? <br />Online not print<br />Texting, email and IM for direct response<br />It’s all about inte...
Web Analytic Examples<br />
CRM Examples<br />
Online Marketing:  Benchmarks, Opportunities and Challenges             January 2010<br /> “Website traffic measured throu...
Question 4: What is your biggest constraint?<br />Don’t forget: You can copy-paste this slide into other presentations, an...
Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
Results May Vary<br />
Survey Says!: Decision Makers<br />Source: Email Poll of UCEA/Eduventures Members<br />
Survey Says!: Decision Influencers<br />Source: Email Poll of UCEA/Eduventures Members<br />
Survey Says!: Managers<br />Source: Email Poll of UCEA/Eduventures Members<br />
Social Media Marketing Video from FPU Continuing Educationhttp://www.vimeo.com/10697730Intelliworks Bloghttp://intelliwork...
QUESTIONS?<br />Amy Pikalek, pikalek@conted.uwex.edu<br />Matt Gehrett, mgehrett@fresno.edu<br />Todd Gibby, todd.gibby@in...
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  • This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use your phones to do some audience voting just like on American Idol.So please take out your cell phones, but remember to leave them on silent. You can participate by sending a text message.This is a just standard rate text message, so it may be free for you, or up to twenty cents on some carriers if you do not have a text messaging plan. The service we are using is serious about privacy. I cannot see your phone numbers, and you’ll never receive follow-up text messages outside this presentation. There’s only one thing worse than email spam – and that’s text message spam because you have to pay to receive it!
  • This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use your phones or laptops to do some audience voting just like on American Idol.So please take out your mobilephones or laptops, but remember to leave them on silent. You can participate by submitting an answer at Poll4.com on your laptop or a mobile phone.The service we are using is serious about privacy. I cannot see who you are or who voted.
  • This slide is for display to the audience to show them how they will vote on your polls in your presentation. You can remove this slide if you like or if the audience is already comfortable with texting and/or voting with Poll Everywhere.Sample Oral Instructions:Ladies and gentlemen, throughout today’s meeting we’re going to engage in some audience polling to find out what you’re thinking, what you’re up to and what you know. Now I’m going to ask for your opinion. We’re going to use Twitter to do some audience voting.So please take out your cell phones or laptops, but remember to leave them on silent. The way you will be able to participate is by tweeting a response to @poll. Your followers won’t be bothered by this message.
  • Press F5 or enter presentation mode to view the pollIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • Press F5 or use the tool bar to enter presentation mode in order to see the poll.If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • B. Boomers and Gen X!
  • Boomers had it pretty simple back in their youth. Want to connect with your friends? Write them a letter, give them a call or go and see them.more than 60 percent of those in this generational group actively consume socially created content like blogs, videos, podcasts, and forums (Forrester research)One-third of the 195.3 million Internet users in the U.S., adults aged 50+ represent the Web&apos;s largest constituency (Jupiter Research). Two-thirds of Americans age 50-64 use the Internet (SeniorNet). Email is the most popular online activity among 50+ users, followed by web browsing, research, and shopping (ThirdAge and JWT Boom).
  • Gen X-ers had a little more fun. They could’ve emailed each other over a 28.8 baud modem or used their pagers to send 1-sentence messages back and forth.
  • Gen Y has even more fun: Facebook, Instant messaging, texting-- all with increasing immediacy.
  • Press F5 or use the tool bar to enter presentation mode in order to see the poll.If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • http://demandengine.com/news/press-release-demandengine-new-adult-learner-research.php
  • Facebook: 485 fansTwitter: 433 followers
  • Press F5 or use the tool bar to enter presentation mode in order to see the poll.If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • Press F5 or use the tool bar to enter presentation mode in order to see the poll.If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • Putting a Face to CyberSpace

    1. 1. Putting a Face to Cyberspace:<br />Innovative Marketing and Recruitment Techniques that Work<br />
    2. 2. Introductions<br />Todd Gibby<br />CEO, Intelliworks<br />Amy Pikalek<br /> Director of Communications and Marketing, Continuing Education, UW-Extension<br />Matt Gehrett<br />Executive Director, Continuing Education, Fresno Pacific University<br />But, who are you? Let’s vote!<br />
    3. 3.
    4. 4. How To Vote via Texting<br />EXAMPLE<br />Standard texting rates only (worst case US $0.20)<br />We have no access to your phone number<br />Capitalization doesn’t matter, but spaces and spelling does<br />TIPS<br />
    5. 5. How To Vote via Poll4.com<br />EXAMPLE<br />Capitalization doesn’t matter, but spaces and spelling does<br />TIP<br />
    6. 6. How To Vote via Twitter<br />EXAMPLE<br />Capitalization doesn’t matter, but spaces and spelling does<br />Since @poll is the first word, your followers will not receive this tweet<br />TIPS<br />
    7. 7. What is your current role?<br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />
    8. 8. Session Objectives<br />Objectives:<br />Raise Timely Topics<br />Consider Multiple Perspectives<br />Offer Potential Conclusions<br />Sources:<br />Recent Survey<br />Real-Time Survey<br />Observations from the Field<br />Session Structure (4 Questions):<br />Intro of Survey Question<br />Audience Participation (Poll Everywhere)<br />Survey Findings<br />Observations from Field<br />Discussion<br />
    9. 9. Survey Questions<br />What are your primary recruitment marketing objectives?<br />Which marketing channel has been most effective?<br />Which tool are you using to measure results?<br />What is your biggest constraint?<br />
    10. 10. But First…Our Methodology<br />Online Poll of UCEA and Eduventures Members <br />Conducted in March 2010<br />90 respondents<br />…and you! <br />
    11. 11. Question 1: What are your primary recruitment marketing objectives? <br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />
    12. 12. Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
    13. 13. What You Hope Is Happening<br />
    14. 14. What’s Really Happening<br />
    15. 15. What’s REALLY Happening<br />
    16. 16. Know Your Audience<br />What are they like?<br />1<br />Why are they here?<br />2<br />What keeps them up at night?<br />3<br />How can you solve their problem?<br />4<br />What do you want them to do?<br />5<br />How can you best reach them?<br />6<br />How might they resist?<br />7<br />© duarte.com 2008 <br />“Slide-ology” by Mary Duarte<br />
    17. 17. Engaging the Generations Online<br />
    18. 18. The generations<br />Veterans: Born 1909-1945<br />Baby Boomers: Born 1946-1964<br />Generation X: 1965-1980<br />Generation Y: Born after 1980<br />Millennials, Generation Next, or Net Generation<br />
    19. 19. Pop Quiz <br />The biggest differences in core values and likes occur between:<br />Boomers and Gen Y<br />Boomers and Gen X<br />Gen X and Gen Y<br />Veterans and Gen Y<br />*The Learning Resources Network (LERN)<br />
    20. 20. Veterans or “Silents”<br />About 95% are retired<br />Value trust, privacy, patience and <br /> conformity <br />Have faith in institutions<br />Respect authority and social order<br />Are motivated students when training is done right (respectfully, with low stress).<br />Many prefer to be working past retirement, at least part time. <br />
    21. 21. Boomers<br />Control two-thirds of the country's wealth, or $28 trillion (U.S. Census and Federal Reserve)<br />Gloomy about their financial outlook, tired and overworked (Pew Research Center).<br />Don’t have a lot of confidence in the government. Very few believe the government is telling the truth (AARP).<br />Believe young people don’t respect their elders. <br />80% plan to work at least part time during their retirement (AARP)<br />
    22. 22. Gen X<br />Entrepreneurial and independent<br />Technologically-savvy <br />Comfortable with e-commerce<br />Informal<br />Inundated with marketing messages <br />Skeptical of advertising claims<br />Appreciative of new technology and expect a certain amount of interactivity.<br />
    23. 23. Gen Y<br />Tech savvy and highly intelligent<br />Cynical and marked by a distinctly practical world view<br />Incredibly conscious about social causes<br />Able to spot a phony from a mile away. You need to be real. <br />Hesitant in business. They want you to care enough to find out what makes them tick. <br />
    24. 24. Adults Still Behind…<br />
    25. 25. But Gaining Momentum<br />
    26. 26. Question 2: Which marketing channel has been most effective?<br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />
    27. 27. Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
    28. 28. Buying patterns<br />Web-driven: 97% begin search online*<br />Cross-channel: 78% of consumers use two or more channels to research purchases**<br />Just looking: More than 2/3 of browsers (online and offline) leave without ever making a purchase<br />*Source: Stamats, Adult Students TALK, 2009<br />** Source: ATG/MarketTools, Cross-Channel Commerce: the Customer View, March 2010<br />
    29. 29. What Students Say they Want<br />
    30. 30. Why Does Service Matter?<br />
    31. 31. Because Motivations Vary<br />
    32. 32. Secret Shop…Relentlessly<br />
    33. 33. Email Campaign<br />
    34. 34. Survey Examples<br />
    35. 35. Online Marketing: Benchmarks, Opportunities and Challenges January 2010<br /> “Online marketing not a function of scale”“Traditional Marketing in Retreat”“Over ½ of the institutions, find email marketing to be most successful”<br />
    36. 36. Interactive Marketing at University of Wisconsin-Extension<br />Current Goals and Objectives<br />Generate awareness of our programs<br />Encourage enrollment <br />Increase the number of facebook and Twitter fans<br />Increase the quality of conversations online<br />Launch a blogger outreach campaign<br />
    37. 37. Bachelor of Science in in Sustainable Management<br />
    38. 38. Bachelor of Science in in Sustainable Management<br />
    39. 39.
    40. 40. Question 3: Which tool are you using to measure results?<br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />
    41. 41. Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
    42. 42. What’s Been Most Effective? <br />Online not print<br />Texting, email and IM for direct response<br />It’s all about integration<br />Radio spots, station banner ads, streaming video and facebook messages boosted our social networking efforts<br />
    43. 43. Web Analytic Examples<br />
    44. 44. CRM Examples<br />
    45. 45. Online Marketing: Benchmarks, Opportunities and Challenges January 2010<br /> “Website traffic measured through Google Analytics most common”“Lack of expertise – most units don’t have a specialist in this area”“More systematic metrics are needed to calculate ROI to optimize spending”<br />
    46. 46. Question 4: What is your biggest constraint?<br />Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.<br />
    47. 47. Survey Says!<br />Source: Email Poll of UCEA/Eduventures Members<br />
    48. 48. Results May Vary<br />
    49. 49. Survey Says!: Decision Makers<br />Source: Email Poll of UCEA/Eduventures Members<br />
    50. 50. Survey Says!: Decision Influencers<br />Source: Email Poll of UCEA/Eduventures Members<br />
    51. 51. Survey Says!: Managers<br />Source: Email Poll of UCEA/Eduventures Members<br />
    52. 52. Social Media Marketing Video from FPU Continuing Educationhttp://www.vimeo.com/10697730Intelliworks Bloghttp://intelliworks.com/blog<br />
    53. 53. QUESTIONS?<br />Amy Pikalek, pikalek@conted.uwex.edu<br />Matt Gehrett, mgehrett@fresno.edu<br />Todd Gibby, todd.gibby@intelliworks.com<br />
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