…THE SIZE OF A SMALL HUMANA multi-channel marketing strategy• Social media posts• PPC campaign (Google, Facebook)• Split Tested landing page• Email campaign• Daily statistics analysis= Lots of friends in my new job
You are what you tweet…You are what everyone else tweets you are…
CHALLENGES• Developing a strategy• Deciding on ownership within the business• Resource allocation• Governance & Policy development• OtherThings are moving fast…
THE POWER OF SOCIAL MEDIA MARKETINGActivity convergence Social Media Corporate Channel Recruitment Marketing Marketing Student Public Relations Technology Engagement
Listen to what others are saying about you when you’re not around…
THE POWER OF SOCIAL MEDIA MARKETINGThe Long Tail The ‘other’ conversations (opportunity) Long Tail H Questions to ‘the network’ Status updates Sharing of updates (in and out of context)
THE POWER OF SOCIAL MEDIA MARKETINGThe Long Tail The ‘other’ conversations (risk) Long Tail H Attack! Attacking is entertaining and so easy… Everyone is attacking, it must be cool! = Need for a strategy
DEVELOPING A STRATEGY• What are your business goals?• Learn what you don’t know (Audit)• Think infrastructure• Academics are your best friends• Consider resource implications• It’s up to you!
DECIDING ON OWNERSHIP• Marketing/PR/IS/Student Engagement/ Student Admin?• Importance of responsibility• Research• Help mentality – This is beyond just marketing!• Due diligence• RASCI• Who decides? ‘HiPPO’
WHAT IS THE APPROACH? Measure & Audit Discovery Optimisation Implementation Refine
RESOURCE ALLOCATION• What do you need?• Who do you need?• What does the University get out of it?• Who manages the budget?• How do you recruit?• How will this help reach your objectives?
GOVERNANCE AND POLICY• Get advice• Don’t copy another organisation• This is not just a marketing channel• Align with University crisis management strategy• KEEP IP• Must evolve
OTHER CHALLENGES• Marketing integration• Staff engagement• Long-term vs Short-term rewards• Making mistakes• Ownership of Data eg. Facebook, Twitter – Changes to facebook eg. Timeline – Removal of account/page – Data accuracy/currency
MEASURING PEFORMANCE• SOOO much data!• Changing all the time• Not always accurate• What is important?• What is actionable?• Match it up with other reportsAvanish Kaushik – kaushik.net
TAKE-AWAYS• Understand the challenges• Get more knowledge/advice• Aim towards simplicity• Think INFRASTRUCTURE• It’s not just marketingEnjoy Social Media, you are all leaders in this field.
MEGABOWMAN’S BOOK CLUB• The New Relationship Marketing by Mari Smith – MUST GET• The Long Tail: Why the Future of Business is Selling Less of More by Chris Anderson• Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath• The Tipping Point: How Little Things Can Make a Big Difference by Malcom Gladwell