Branding and the Web: The Value of Your Official Website in the Social Media Era ©Robert E. Johnson, Ph.D. 2009 Competing ...
The value of your official website is… Priceless
Your brand will soar or crash with… The  experience  people have on your website
Public university distance learning students…
8 web tips to help your brand fly high… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul>...
The role of social media… Your official website makes the first impression… Your website links with social media after the...
Immediate marketing impact… http://www.devry.edu/
Experience… more important than a marketing claim <ul><li>Attention to content and usability… </li></ul><ul><ul><ul><li>Ca...
Frustration points kill your brand… <ul><li>Search engines that don’t work </li></ul><ul><li>Broken links </li></ul><ul><l...
The brand image you want… “ This is a better place for adults to earn a degree than at a competitor”
Real stories validate your brand… <ul><li>Stories must have credibility… </li></ul><ul><ul><li>Stories told by people in y...
Video makes the brand personal… http://realpeople.waldenu.edu/video-tim.cfm
You can cope with family challenges… http://www.kenan-flagler.unc.edu/programs/emba/advance/balance.cfm
Social networks extend the brand experience… http://www.edcc.edu/prtools/_social_networking.php
Create your own social network… http://edmondscc.ning.com/
A flagship public university… http://www.osu.edu/features/2008/socialmedia/
The largest university… http://www.phoenix.edu/students/online_communities.html
Creating your branding tools… Website examples that create brand impact
Blogs aren’t just for teens…
Blogs… especially for adults http://blogs.targetx.com/umbssw/
Easy to find academic programs…
10 high visibility program choices…   http://admission.emerson.edu/graduate/
Easy to find online classes…
Don’t make people search all classes… http://www.umassulearn.net/classes/winter-2010/online
Clear academic program presentation…
Easy to scan for key points… http://www.worldcampus.psu.edu/iMBA.shtml
Easy task completion…
Easy cost calculator… http://adultlearner.njit.edu/admissions/financialaid/index.php
Easy to inquire or apply…   http://www.mbaregis.com/
Simple, quick to ask for info… https://www.scps.nyu.edu/contactUs.htm
Another strong example… https://www.devry2.com/landing6/default.aspx?vc=140432
Special attention for special groups…
Especially for the military… http://www.discoverstedwards.com/x440.xml
A point for the (near) future… Get ready now for the mobile web…
From smartphones to your website… http://www.apu.edu/m/
Communication conversion… http://www.stmarytx.edu/admission/
The proverbial summary…
Summing up points to boost the brand… <ul><li>Find and eliminate things that don’t work on your website  </li></ul><ul><li...
Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068  248.766.6425  [email_address] Cust...
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Aslanian.Web Branding.Fall.09

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The initial experience potential students have on your website has a major impact on what they think of your brand and whether or not they will begin the admissions process. See 17 examples of superior website features for adult students.

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Aslanian.Web Branding.Fall.09

  1. 1. Branding and the Web: The Value of Your Official Website in the Social Media Era ©Robert E. Johnson, Ph.D. 2009 Competing for Adult Students Aslanian Group Seminars with Education Dynamics Chicago, IL October 21-22, 2009
  2. 2. The value of your official website is… Priceless
  3. 3. Your brand will soar or crash with… The experience people have on your website
  4. 4. Public university distance learning students…
  5. 5. 8 web tips to help your brand fly high… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul>
  6. 6. The role of social media… Your official website makes the first impression… Your website links with social media after the first impression
  7. 7. Immediate marketing impact… http://www.devry.edu/
  8. 8. Experience… more important than a marketing claim <ul><li>Attention to content and usability… </li></ul><ul><ul><ul><li>Can people easily find what they want? </li></ul></ul></ul><ul><ul><ul><ul><li>Academic program list </li></ul></ul></ul></ul><ul><ul><ul><li>Can they easily interact with you after they find it? </li></ul></ul></ul><ul><ul><ul><ul><li>Options: phone, email, text? </li></ul></ul></ul></ul><ul><ul><ul><li>How fast will you respond to a question? </li></ul></ul></ul>
  9. 9. Frustration points kill your brand… <ul><li>Search engines that don’t work </li></ul><ul><li>Broken links </li></ul><ul><li>Links that don’t take people to what they expect </li></ul><ul><li>Out-of-date information </li></ul><ul><li>Content people can’t scan in 5-seconds </li></ul>
  10. 10. The brand image you want… “ This is a better place for adults to earn a degree than at a competitor”
  11. 11. Real stories validate your brand… <ul><li>Stories must have credibility… </li></ul><ul><ul><li>Stories told by people in your programs build credibility better than anything else </li></ul></ul><ul><ul><li>For ongoing engagement, blogs and social networks are the best way to tell those stories </li></ul></ul><ul><li>Build on the strength of what you are </li></ul><ul><li>Be relevant to your customers </li></ul>
  12. 12. Video makes the brand personal… http://realpeople.waldenu.edu/video-tim.cfm
  13. 13. You can cope with family challenges… http://www.kenan-flagler.unc.edu/programs/emba/advance/balance.cfm
  14. 14. Social networks extend the brand experience… http://www.edcc.edu/prtools/_social_networking.php
  15. 15. Create your own social network… http://edmondscc.ning.com/
  16. 16. A flagship public university… http://www.osu.edu/features/2008/socialmedia/
  17. 17. The largest university… http://www.phoenix.edu/students/online_communities.html
  18. 18. Creating your branding tools… Website examples that create brand impact
  19. 19. Blogs aren’t just for teens…
  20. 20. Blogs… especially for adults http://blogs.targetx.com/umbssw/
  21. 21. Easy to find academic programs…
  22. 22. 10 high visibility program choices… http://admission.emerson.edu/graduate/
  23. 23. Easy to find online classes…
  24. 24. Don’t make people search all classes… http://www.umassulearn.net/classes/winter-2010/online
  25. 25. Clear academic program presentation…
  26. 26. Easy to scan for key points… http://www.worldcampus.psu.edu/iMBA.shtml
  27. 27. Easy task completion…
  28. 28. Easy cost calculator… http://adultlearner.njit.edu/admissions/financialaid/index.php
  29. 29. Easy to inquire or apply… http://www.mbaregis.com/
  30. 30. Simple, quick to ask for info… https://www.scps.nyu.edu/contactUs.htm
  31. 31. Another strong example… https://www.devry2.com/landing6/default.aspx?vc=140432
  32. 32. Special attention for special groups…
  33. 33. Especially for the military… http://www.discoverstedwards.com/x440.xml
  34. 34. A point for the (near) future… Get ready now for the mobile web…
  35. 35. From smartphones to your website… http://www.apu.edu/m/
  36. 36. Communication conversion… http://www.stmarytx.edu/admission/
  37. 37. The proverbial summary…
  38. 38. Summing up points to boost the brand… <ul><li>Find and eliminate things that don’t work on your website </li></ul><ul><li>Make tasks easy to do… </li></ul><ul><ul><li>Read your web pages </li></ul></ul><ul><ul><li>Find academic programs and courses </li></ul></ul><ul><ul><li>Contact people on your campus </li></ul></ul><ul><li>Use students to validate your brand </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Social networks </li></ul></ul>
  39. 39. Thank You! Bob Johnson, Ph.D. President Bob Johnson Consulting, LLC Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com

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