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Ama.digital marketingstrategy.10 13.
 

Ama.digital marketingstrategy.10 13.

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Digital Marketing Strategy here is an update version of last year's tutorial at the AMA marketing symposium for higher education. More emphasis this year on "Big Data" but still a major concentration ...

Digital Marketing Strategy here is an update version of last year's tutorial at the AMA marketing symposium for higher education. More emphasis this year on "Big Data" but still a major concentration on various forms of online advertising, from display ads to retargeting... and special notes on the value of landing pages

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    Ama.digital marketingstrategy.10 13. Ama.digital marketingstrategy.10 13. Presentation Transcript

    • Bob Johnson Consulting, LLC ... @HighEdMarketing 1 DIGITAL MARKETING STRATEGY: BUILDING BRAND STRENGTH & ENROLLMENTS ©ROBERT E. JOHNSON, PH.D. 2013 Bob Johnson, Ph.D. AMA Symposium for the Marketing of Higher Education Boston, MA November 10 - November 13, 2013
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 2 Who is Bob Johnson? • Website reviews from a marketing perspective • “Top Task” research partner w/Gerry McGovern at Customer Carewords, Ltd, Dublin, Ireland • 71 higher education clients since 2006 • “Your Higher Education Marketing Newsletter”… 3,600 subscribers • @highedmarketing… 6,400+ Twitter followers • “Higher Education Marketing” blog • Symposium for the Marketing of Higher Education… chair, 1994 to 2003
    • Bob Johnson Consulting, LLC ... @HighEdMarketing This was real, but silly… http://2d-code.co.uk/qr-code-airplane-banner/ 3
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 4 Not just a play on words… • “We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 5 Marketers & “digital” in 2013… http://www.imediaconnection.com/content/34878.asp
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 6 Digital marketing is “Insanely complicated” http://tiny.cc/71a6ew
    • Bob Johnson Consulting, LLC ... @HighEdMarketing So are mobile marketing options… http://read.bi/1aOp1lR 7
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 8 THE GOOD NEWS… Facebook & Google in constant competition to allow better targeting… “Guest Post: Facebook Is Now The Best Ad Targeting Platform Around”… March 2013 • http://bit.ly/17MDYGL •
    • Bob Johnson Consulting, LLC ... @HighEdMarketing A “Big Data” solution… http://rocketfuel.com/solutions/audience 9
    • Bob Johnson Consulting, LLC ... @HighEdMarketing IMPORTANT STRATEGY POINTS… A definition… And 6 points to craft a plan 10
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 11 Today’s marketing strategy definition… • “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.” • en.wikipedia.org/wiki/Marketing_strategy
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 12 6 important strategy points… #1 • Social media… • Marketing and PR can’t control the message anymore • Facebook still dominates • YouTube is second #2 • Mobile… • People are connected everywhere, all the time • Easy to share opinions • Different tasks on different devices?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 13 Two more really big things… #3 • Big Data… #4 • Engagement • “Big data” = the • More people will capacity to know more about people than ever before • We can use it for more precise advertising “like” and “follow” than will actively “engage” • Not everybody wants to “engage”
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 14 And two more… #5 • New technology #6 • ROI • No need to be first in • Difficult to measure everything, especially if you don’t know how the “shiny object” fits in your marketing plan • Relax the individual impact of every step in a marketing campaign • But can measure advertising response
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 15 Marketing online for… Brand awareness… Direct response… • We want people to know • We want people who are who we are today so that tomorrow if they need what we offer they will include us in their choice. • Does not require call to action and landing page. • Institution focused (often). • Clicks on links optional. ready (or nearly ready) to make a purchase to start today. • Requires a call to action and a landing page. • Academic program focus • Clicks on links mandatory.
    • Bob Johnson Consulting, LLC ... @HighEdMarketing A (VERY) LITTLE BACKGROUND How we got started and where we are today 16
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 17 Smartphones enabled the revolution… http://bit.ly/TlMtvN
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Tablets are expanding it… 18
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And technology keeps moving… http://bit.ly/UQuQew 19
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 20 New format for admissions interviews?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing REASONABLE EXPECTATIONS FOR SOCIAL MEDIA Pew Internet and American Life… Forrester… Noel-Levitz E-expectations 21
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 22 Social media “experts” often insist… • “A two-way conversation between marketers and consumers is the whole point of social… • “Anything less… is a reflection of outdated broadcaststyle thinking.” • Consider an alternate reality • Most people “follow” and “friend” brands to listen, not to engage in a conversation. • Numbers do count… the more listening the better. • Reality makes “ROI” extremely challenging to measure • What are all those “followers” and “friends” actually doing? • When will they take a “desired action”?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 23 Top 10 social media sites, 10/6/12… http://ex.pn/SV3o84
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 24 Top 10 social media sites, 9/28/13… http://ex.pn/SV3o84
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 25 What do people do on social media? http://empowered.forrester.com/tool_consumer.html
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 26 Social media influence level for teens… Noel-Levitz E-expectations survey, 2013
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 27 2 important points re social media… • Lifespan of a new item • If something is on Facebook, Twitter is very short… just a few minutes. • Not everyone visits social media every day… even teens. important, post it more than once. • On more than one day if timing permits.
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 28 ADVERTISING IN THE DIGITAL WORLD Where are your dollars going now? Targeting for Facebook… and all else
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Evolution of digital advertising… http://bit.ly/OWRzn3 29
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 30 Google & high speed access in 2004…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Rapid evolution continues… 31
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 32 Desktop vs. mobile to 2017… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 33 Major players in mobile by revenue… http://bit.ly/ZPnokB
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Social media ad increase… http://bit.ly/12Ljb5p 34
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 35 BIG DATA… Friend, Foe or Marketing Fantasy?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 36 Where does Big Data come from? http://slidesha.re/15THr6E
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 37 Big data… a contrarian view From The Guardian at http://bit.ly/15WGgy4 • "Big data is in danger of being hijacked by the people who hijacked terms like one-to-one marketing, and customer relationship management [CRM]. • “…tech companies who sold huge bits of kit that became an enormous project and then just ground to a halt.” • Scott Logie, Direct Marketing Association chair
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 38 Big data = Customer intelligence… • Fact: few people object to ads that interest them • Opportunity: reduce mass advertising, focus lead generation marketing to people who might have an interest • Conversion: with permission to speak, keep content relevant to top tasks of people receiving it • Penalty: to much “brand speak” and people will withdraw permission to speak or just ignore you • Reward: people will like your brand
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 39 “Intelligent” is the key word here… http://slidesha.re/15THr6E
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Relevant = Knowing top tasks 40
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 41 Select where we put display ads…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing FACEBOOK ADVERTISING… The Facebook example… 42
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 43 Facebook is today’s mass media… • About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK. • “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.” • Karen Nelson-Field, (Ehrenberg-Bass Institute, Australia), based on FB metrics “People Talking About This”
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 44 Facebook on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 45 Facebook is simplifying ad options… http://newsroom.fb.com/News/620/An-Update-on-Facebook-Ads • Summer and Fall of 2013… from 27 to <13? • “Our vision is that over time, an advertiser can come to Facebook and tell us what they are trying to achieve, and our ads tools will automatically suggest the right combination of products to help them achieve it.” • Goal: easier for non-professionals to plan, place advertising
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 46 Pay for FB results 3 ways… https://www.facebook.com/help/614797551881954 • Pay for views • Pay for clicks • Pay for actions (new in April) • More from Inside Facebook at http://bit.ly/1448PZY
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 47 Power Editor… for multiple campaigns https://www.facebook.com/help/569494776443033
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 48 Starting your campaign… https://www.facebook.com/ads/manage/campaigns/
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 49 Pick a landing point, create your ad…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Our landing page… http://che.engin.umich.edu/ 50
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Where to show your ad? 51
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 52 The first selection page… only for age
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 53 Sort for “Chemical Engineering”…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Limit to people in high school… 54
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Budget for 10% response… 198 55
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Track your conversions… https://www.facebook.com/help/435189689870514/ 56
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 57 YOU TUBE + GOOGLE AD WORDS…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing My CE video to promote… http://www.youtube.com/watch?v=s64B-NNRxTA 58
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Video links to this page… http://che.engin.umich.edu/ 59
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Your ad in top right position… 60
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 61 After a “Chemical Engineering” search…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Opening the campaign… 62
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Select your video… http://www.youtube.com/watch?v=s64B-NNRxTA 63
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Pick your budget… 64
    • Bob Johnson Consulting, LLC 65 Keyword selection… Keywords in content… Keywords in searches…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Review advanced settings… 66
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Pick the time for your ad to run… 67
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Results page to monitor… 68
    • Bob Johnson Consulting, LLC ... @HighEdMarketing DIRECT RESPONSE DISPLAY ADVERTISING Focus advertising on specific academic programs… 69
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Again, targeting is key… http://www.24mas.com/ • Age • Gender • Location • Behavior • Time • Handset • And more… 70
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Not the best targeting here… 71
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Direct response… program ad matches placement 72
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Leads to a proper landing page… 73
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And a social media connection… 74
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 75 Simple, clean, quick email response…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And ongoing contact… 76
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Targeting newsletter readers… 77
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 78 Strong, short landing page for inquiry…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 79 Innovative options after an inquiry…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 80 RETARGETED ADVERTISING Creepy to some, successful to others
    • Bob Johnson Consulting, LLC ... @HighEdMarketing The retargeting trail… http://area2oh3.com/have-you-been-retargeted/ 81
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 82 “Boosted” retargeting w/ “big data”… http://rocketfuel.com/solutions/retargeting-booster
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 83 “Boosted” retargeting results… http://rocketfuel.com/resources/case-study/UCLA-Extension Using these data points… UCLA Extension results… • “More conversions after the first month of the campaign than we did during almost the entire fall enrollment period campaign – which is usually the top performing campaign of the year.” • Genny Drennen, Fraser Communications
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 84 Starting with a search in May 2012…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 85 Retarget for individual programs…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Bob on Flyertalk… 86
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Bob on the Washington Post… 87
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 88 July 17, 2013… A change in focus to MBA
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 89 Retarget for scholarships… http://www.chacha.com/question/where-can-i-buy-google-glasses
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And following to the NY Times… 90
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And the landing page… http://bit.ly/GVtOsk 91
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 92 Answer these 5 questions first… http://bit.ly/TjUlOz • Do you have an online marketing budget of at least a • • • • $1,000 dollars per month? Do you have at least a few thousand visitors to your Website each month? Do you sell a product or service with a long consideration cycle or customer research process? Are you concerned with continued branding for your business online? Do you have significant online competitors?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Retargeting on Facebook… 93
    • Bob Johnson Consulting, LLC ... @HighEdMarketing New importance for Facebook… http://bit.ly/15httox 94
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 95 Video intro to Adwords retargeting… http://www.youtube.com/watch?v=YtlejZic2jU
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Explore retargeting specialists… http://www.adroll.com/ 96
    • Bob Johnson Consulting, LLC ... @HighEdMarketing GROUP ADVERTISING “Lead gen” for more leads at less cost w/ 3rd party screening 97
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 98 “Online masters degree finance”...
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 99 Where will you be among 52 choices? http://www.elearners.com/online-degrees/master/finance.htm
    • Bob Johnson Consulting, LLC ... @HighEdMarketing FOR BEST ROI ON ANY ADVERTISING Attention to the Inquiry Form… And a rapid first response time 100
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 101 Just 4 items on this inquiry form… http://www.stonybrook.edu/spd/highered.html
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 102 The whole form on a single screen… https://www.scps.nyu.edu/contactUs.htm
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 103 A rare texting option… http://online.gannon.edu/webform/request-more-information
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And for traditional students… http://bit.ly/OqbqFY 104
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 105 IN THE (NEAR) FUTURE…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 106 Extraordinary speed… • “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone. • “Now 7 seconds is a lifetime.” • In 2017? • “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?” • Lawrence A. Kimmel, CEO, Direct Marketing Association
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 107 A verbal search future… https://support.google.com/chrome/answer/1331723?hl=en • In the mobile world, no need to touch anything • What words will your visitors use? • Must work better than your “search” works now • “Top task” even more important… know “Taskwords”
    • Bob Johnson Consulting, LLC ... @HighEdMarketing More video content… http://www.startstorytelling.com/ 108
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 109 Google glass… still a marketing puzzle http://bit.ly/1hRHbVP For 2012 in New Orleans… For 2013 in Boston…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing And what might you do with this? 110
    • Bob Johnson Consulting, LLC ... @HighEdMarketing WRAPPING UP… STRATEGY POINTS FOR SUCCESS 111
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 112 Digital strategy steps… • First impression online is critical… • Top tasks from customer viewpoint • Abandon “marketing speak” content • Big Data to craft targeted advertising • Simple online inquiry forms boost ROI… • Immediate inquiry response… • Telephone, email, or texting • Continuing response unless told to stop… • New role for video story telling
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 113 An underused strategy element… • Academic program interest of potential students as the starting place… • Online advertising for individual programs • Use academic program interest from first response • Inquiry, application & finance options from every academic program page • Academic content written for students, not faculty and their friends • Social media plan for selected programs • Video stories from students and faculty in academic programs
    • Bob Johnson Consulting, LLC ... @HighEdMarketing THANKS FOR BEING HERE IN BOSTON! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing 114
    • Bob Johnson Consulting, LLC ... @HighEdMarketing DIGITAL MARKETING RESOURCES 115
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 116 Can advertising as we knew it survive? http://blogs.hbr.org/2013/08/advertisings-big-data-dilemma/
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 117 Many places for ad $$$…, old & new http://www.mediassociates.com/
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 118 Academic research sources… University of Maryland Dartmouth College http://www.rhsmith.umd.edu/digits/ http://www.tuck.dartmouth.edu/digital/
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Ehrenberg-Bass Institute… http://www.marketingscience.info/ 119
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Data-Driven Marketing Institute http://thedma.org/ddmi/ 120
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Pew Internet research projects… http://www.pewinternet.org/ 121
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 122 Bing monthly advertising updates… http://bit.ly/18Hqux6
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 123 Big data in multi-channel marketing… http://insightsone.com/
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 124 Case Study: Cross device advertising… http://bit.ly/19LSiLx
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Integrating Big Data… http://www.bluekai.com/ 125
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 126 Social media strategy cheat sheet… http://bit.ly/UVq4XC
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Social Media Examiner… http://www.iwantmedia.com/index.html 127
    • Bob Johnson Consulting, LLC ... @HighEdMarketing EXTRA NOTES ON ADVERTISING… Twitter… LinkedIn 128
    • Bob Johnson Consulting, LLC ... @HighEdMarketing TWITTER ADVERTISING Open to anyone in the U.S. since April 2013 129
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 130 TWITTER SAYS… “Our system rewards marketers for being good, not for being loud.” • https://blog.twitter.com/2013/announcingtwitter-ads-api
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 131 Twitter on mobile… http://www.emarketer.com/Article/Will-Desktop-Ad-Spending-Peak/1009959
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 132 Start here… pay only for followers https://business.twitter.com/ start-advertising Selection criteria include… • Similar user names • Interests • Location • Gender
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 133 Selections for “Education” & Metro…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 134 LINKEDIN ADVERTISING… Best for young professionals in search of new credentials…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing LinkedIn ad example… 9:55 A.M. 4/19/2013 135
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 136 After the LinkedIn ad… The landing page… Immediate inquiry response…
    • Bob Johnson Consulting, LLC ... @HighEdMarketing Start here… http://www.linkedin.com/advertising 137
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 8 selection categories… 138
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 139 Set your budget… for clicks for views?
    • Bob Johnson Consulting, LLC ... @HighEdMarketing 18 November 2013 140