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Services For Business Schools

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A sample of Gaboli's services to enhance the online presence of an educational institution. These services are usually provided in conjunction with our flagship collaborative platform, OneSchool.

A sample of Gaboli's services to enhance the online presence of an educational institution. These services are usually provided in conjunction with our flagship collaborative platform, OneSchool.

Published in: Business, Technology

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  • 1. Case – Study: Gaboli provides Online Marketing Services for Business Schools 1
  • 2. The Client • An upcoming business school in NCR offering courses in BBA and MBA • Client pain points around admissions o Inadequate number of applicants due to the recession o Fall in the quality of applicants o Lack of visibility in the digital space • The Client had received a number of proposals with conflicting advice and ranging price points 2
  • 3. Gaboli Solution • Gaboli provided a consultative workshop for the basic tenets on online marketing • Following that, Gaboli was given a mandate to achieve the following: o Higher number of visitors to the institution’s website o Improve the ‘time-spent on site’ metric o Reduce the overall cost/ admission through improving effectiveness of digital marketing efforts o Attract and convert better quality applicants. • Gaboli provided an end to end service including o Website revamp for social bookmarking, multimedia resources and web2.0 interface o SEO o SEM o Email Marketing o Social Media Marketing 3
  • 4. The Success • Refreshed all round web-presence • SEO keywords achieved page 1 in just 60 days “You were with us all the • Visits and Pageviews increased 5x way. Your freshness and • Overall investment was better utilised through shifting transparent approach is focus on SEO vs SEM much appreciated” • Social Media gave friendly feel and presence across all major international and Indian networks - Director of Institute • Email campaign used to help improve conversions of prospects 4
  • 5. Appendix: Gaboli Strategy • The New Value Chain • Digital Marketing Strategy • Search Engine Optimisation • Search Engine Marketing • Social Media Marketing • Email Marketing 5
  • 6. The Old Value Chain www.schoolabc.com Audience School ABC In commercial confidence 6
  • 7. The New Value Chain User Generated Content Social Bookmarks RSS Social Audience Networks IM E-Mail Blog Media www.school abc.com School ABC Analytics – CTR, CPM, demographics Ad Inventory Customised Ad Networks Campaigns In commercial confidence 7
  • 8. Strategy for Digital Marketing 8
  • 9. 4 pillar strategy for Digital Marketing Content Reach User Speed Participation In commercial confidence 9
  • 10. 4 pillar strategy for Digital Marketing Content Reach • Limited shelf life - Hit hard • Go where the crowds are! and fast • Mobile, Social Networks • Refresh constantly and content sites • Balance official with User • Web presence vs. Single content website User Participation Speed • Polls, comments, reviews, ra • Update frequently tings • Create the viral! • Interactive games • Give reasons for people to • Encourage participation - come back frequently contests In commercial confidence 10
  • 11. Content is King • The fundamental criteria for better results for any site is the content o Content quality o Frequency of updates o Public reviews of the content o Variety in media: text, audio, video etc. • Fine balance between User Generated and ‘Official’ Content • Similar to any marketing, content has to be purposed for target segment In commercial confidence 11
  • 12. Reach • It is critical to reach out where the target audience currently visits on the net o Traditional media (phone, email) is fast losing out to IM, social networking platforms in market share o Campaign decisions for Indian content sites must be based on digital marketing analytics o Viral campaigns are unmatched in terms of effectiveness of marketing • SEO is restrictive compared to a distributed widget strategy for reach and monetisation In commercial confidence 12
  • 13. Speed • Content syndication is a game of speed • Events, news, launches and celebrities have limited shelf-lives • Content providers with real-time news achieve better metrics • The new age of internet requires for ‘Hit Hard and Fast’ • Need to simultaneously use all channels on the internet to achieve maximum results in the limited time In commercial confidence 13
  • 14. User Participation • How much do you engage with your visitors? • UGC is a necessity o Video/ Audio o Blogs o Review and Ratings o Groups/ Discussion boards/ Forums o Profile Management o Message boards o Awards, Public Recognition, Contests In commercial confidence 14
  • 15. Search Engine Optimisation 15
  • 16. What is SEO? Search World Wide Engine Web Crawler Index (school.com) (Yahoo, Go ogle) Search Engine Optimisation aims to 1. Allow search engine crawlers to find and explore the site in an optimal way 2. Highlight and promote targeted key phrases to the crawlers Q&A 16
  • 17. Some Basic Principles • Increase your votes o Each inbound link to the site acts as a vote • The holy trinity of the homepage o The homepage title is paramount • Do you have a dynamic site map? o Site navigation should help the crawler • Freshness wins over staleness; Popular wins over Unpopular • Comply with the W3C (World Wide Web Consortium) HTML standards for tag to text • Follow the Search guidelines from Yahoo, Google and MSN. 17
  • 18. The Holy Trinity of Search LOGO Most Valuable Key Phrase Mid Level Key Phrase Long Tail Key Phrase 18
  • 19. Social Media Marketing 19
  • 20. Where is your brand on the Web? With a large audience spread across several different sites – web presence is no longer about creating just one website! In commercial confidence 20
  • 21. Social Media Lessons from the Obama Campaign The online battle was decisive! Obama McCain MySpace friends 8440000 220000 Twitter followers 118000 4942 Blog mentions 500 mn. 150 mn. In commercial confidence 21
  • 22. Email Marketing 22
  • 23. Email Marketing Targeted emails to users with analytics to monitor response & help with lead generation In commercial confidence 23