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Web Marketing and Use of Social Media Tools<br />June 2009 by Shaun Holloway<br />fisher.osu.edu/technology<br />
Some Supporting Documents<br /><ul><li>ITS Strategic Plan
Web Strategy and Operational Plan
Web Style & Communication Guidelines
Social Media Response Protocol
Blogging Ethics and Guidelines</li></li></ul><li>Web Strategy Model<br />Parallel Development<br />Interface<br />Usabilit...
Overview - Web Marketing<br /><ul><li>Objective</li></ul>To enhance the scope and reach of Fisher’s marketing efforts, whi...
Overview - Web Marketing<br /><ul><li>Foundation is the college’s brand and key messages and communications
Support administration and operation of:
Fisher’s website
Any and all social media channels</li></li></ul><li>Overview - Web Marketing<br /><ul><li>Two key areas of web marketing:
Free and Paid
Fisher is/will participate in marketing and social media/networking for free.
Fisher is/will leverage existing marketing contracts and audience-specific website advertising for pay.</li></li></ul><li>...
Enhance the user experience and consistency of web content </li></li></ul><li>Key Benefits<br /><ul><li>Connect and intera...
Support student recruitment efforts
Support admitted and current students
Showcase faculty expertise/knowledge</li></li></ul><li>Key Benefits<br /><ul><li>Save time and money
Automate delivery of information
Centralize the creation and entry of content
Relieve stress on Fisher’s network and web support systems</li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>New ...
Internal “advertising” space
Cross-sell content
Brand image and identity
ADA Accessibility, Section 508 </li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO)
Goal is to appear in top search results
Web writing – good content and words
Website architecture
Solid navigation = crawlable
Usability benefit </li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO)	 .
Browser Title and Description Tags</li></ul>Fisher College of Business | The Ohio State University.<br /><ul><li>Meta-desc...
Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO)	 .
Meta-keywords</li></ul>Fisher College, Fisher, school, mba, executive education, Max, ohio state mba, rank, ohio state, os...
value descriptions.
Alternative Text = “Alt Tags”</li></li></ul><li>Toolbox of Tactics<br /><ul><li>Some other tools
webmarketing@fisher.osu.edu
Robot.txt
Google Webmaster Tools
Sitemaps.org
seomoz.org/toolbox
Quantcast.com
SocialMarker.com
Etc.</li></li></ul><li>Entry into Social Media<br /><ul><li>“How to play with others”
Lack of control
Quality over quantity of channels
Rules of engagement
Preparation + content pipeline + monitoring = sustainability</li></li></ul><li>Building from a Foundation<br /><ul><li>Fis...
Hub of engaging and impactful experiences that attract, retain, and serve
Strong core is needed to support interconnectedness
Reciprocal and direct links to Fisher
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Web Marketing And Social Media Tool Use

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I gave this presentation in June 2009 to demonstrate the progress and effectiveness of the web strategy integrated with the communication/marketing strategy.

The presentation gives a birds-eye view of web marketing and social media tool use and touches on analytics and decision-making for web marketing strategy and tactics.

Credit to Shaun Holloway for the presentation and models contained within.

http://www.srholloway.com

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Transcript of "Web Marketing And Social Media Tool Use"

  1. 1. Web Marketing and Use of Social Media Tools<br />June 2009 by Shaun Holloway<br />fisher.osu.edu/technology<br />
  2. 2. Some Supporting Documents<br /><ul><li>ITS Strategic Plan
  3. 3. Web Strategy and Operational Plan
  4. 4. Web Style & Communication Guidelines
  5. 5. Social Media Response Protocol
  6. 6. Blogging Ethics and Guidelines</li></li></ul><li>Web Strategy Model<br />Parallel Development<br />Interface<br />Usability<br />Navigation<br />Sitemap<br />This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships. <br />Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.<br />Design<br />Audience<br />Content<br />Retain<br />Attract<br />Resource<br />System<br />Social<br />Web marketing and participation in social media<br />1) Own website(s)<br />2) External sites<br />Serve<br />New media<br />Visibility<br />Connection<br />Application<br />Integration<br />Server architecture<br />Database design<br />Admin tools<br />EngageSales Orientation<br />InformAdvertising Orientation<br />Channel<br />By: Shaun Holloway, 2008<br />
  7. 7. Overview - Web Marketing<br /><ul><li>Objective</li></ul>To enhance the scope and reach of Fisher’s marketing efforts, while connecting and interacting with new and existing audiences<br />
  8. 8. Overview - Web Marketing<br /><ul><li>Foundation is the college’s brand and key messages and communications
  9. 9. Support administration and operation of:
  10. 10. Fisher’s website
  11. 11. Any and all social media channels</li></li></ul><li>Overview - Web Marketing<br /><ul><li>Two key areas of web marketing:
  12. 12. Free and Paid
  13. 13. Fisher is/will participate in marketing and social media/networking for free.
  14. 14. Fisher is/will leverage existing marketing contracts and audience-specific website advertising for pay.</li></li></ul><li>Key Benefits<br /><ul><li>Increase the ability for user’s to find Fisher’s website(s)
  15. 15. Enhance the user experience and consistency of web content </li></li></ul><li>Key Benefits<br /><ul><li>Connect and interact with target audiences
  16. 16. Support student recruitment efforts
  17. 17. Support admitted and current students
  18. 18. Showcase faculty expertise/knowledge</li></li></ul><li>Key Benefits<br /><ul><li>Save time and money
  19. 19. Automate delivery of information
  20. 20. Centralize the creation and entry of content
  21. 21. Relieve stress on Fisher’s network and web support systems</li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>New web design = marketing real estate
  22. 22. Internal “advertising” space
  23. 23. Cross-sell content
  24. 24. Brand image and identity
  25. 25. ADA Accessibility, Section 508 </li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO)
  26. 26. Goal is to appear in top search results
  27. 27. Web writing – good content and words
  28. 28. Website architecture
  29. 29. Solid navigation = crawlable
  30. 30. Usability benefit </li></li></ul><li>Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO) .
  31. 31. Browser Title and Description Tags</li></ul>Fisher College of Business | The Ohio State University.<br /><ul><li>Meta-descriptions</li></ul>Fisher College of Business at The Ohio State University - you experience the best of both worlds - a small, flexible program within a large research university. You will learn from the best - great people, outstanding facilities, and an emphasis on innovation and teamwork.<br />The Fisher MBA – The impact you will make starts here at Fisher College of Business at The Ohio State University.<br />
  32. 32. Leveraging Fisher’s Website<br /><ul><li>Search Engine Optimization (SEO) .
  33. 33. Meta-keywords</li></ul>Fisher College, Fisher, school, mba, executive education, Max, ohio state mba, rank, ohio state, osu<br /><ul><li>Google and MSN/Bing ignore keywords
  34. 34. value descriptions.
  35. 35. Alternative Text = “Alt Tags”</li></li></ul><li>Toolbox of Tactics<br /><ul><li>Some other tools
  36. 36. webmarketing@fisher.osu.edu
  37. 37. Robot.txt
  38. 38. Google Webmaster Tools
  39. 39. Sitemaps.org
  40. 40. seomoz.org/toolbox
  41. 41. Quantcast.com
  42. 42. SocialMarker.com
  43. 43. Etc.</li></li></ul><li>Entry into Social Media<br /><ul><li>“How to play with others”
  44. 44. Lack of control
  45. 45. Quality over quantity of channels
  46. 46. Rules of engagement
  47. 47. Preparation + content pipeline + monitoring = sustainability</li></li></ul><li>Building from a Foundation<br /><ul><li>Fisher’s website
  48. 48. Hub of engaging and impactful experiences that attract, retain, and serve
  49. 49. Strong core is needed to support interconnectedness
  50. 50. Reciprocal and direct links to Fisher
  51. 51. Social Media Optimization</li></li></ul><li>Web & Social Media Marketing Basic Model<br />A strong core and foundation is needed to support the interconnection of all the tools and messages, while driving traffic to the core. <br />All of the tools used should support the central core and one another.<br />Social<br />Networks<br />Box IndicatesEXAMPLES of Tool and Service Providers<br />YouTube<br />Vimeo<br />Veoh<br />Flickr<br />Webshots<br />Yahoo Video<br />DailyMotion<br />MetaCafe<br />Google Video<br />Facebook<br />LinkedIn<br />Forums<br />Microblogs<br />Interest<br />General<br />Utterly<br />Blubrry<br />Interest<br />General<br />Company<br />Individual<br />Institution<br />Organic<br />Feeds<br />Bookmarking<br />Email / Print<br />Interest<br />General<br />Photobucket<br />Fotki<br />SmugMug<br />Slide<br />Video<br />Photos<br />Blogs<br />Audio<br />Sites<br />FISHER College of Business<br />Central Website & Community<br />By: Shaun Holloway, 2008<br />
  52. 52. Pyramidal Approach to Social Media<br />Actively Participate<br />Utilize Podcasts<br />Create Facebook account<br />Establish blogs and micro-blogs<br />Enter video-sharing communities<br />Enter photo-sharing communities<br />Presented based on level of risk required, continued involvement by the college, and the need to develop a tool so it can support the construction and maintenance of a more complex tool.<br />By: Shaun Holloway, 2008<br />
  53. 53. Photo-sharing Communities<br /><ul><li>Use of Flickr and Webshots
  54. 54. Group contribution
  55. 55. Website, API, and SEO support
  56. 56. Examples
  57. 57. IPO Photo Contest
  58. 58. Alumni Relations
  59. 59. Custom Flickr API in development</li></li></ul><li>Example<br />IPO Photo Contest<br />Started August 18, 2008<br />As of June 9, 2009<br />224 photos<br />46 members<br />
  60. 60. Example<br />IPO Photo Contest<br />fisher.osu.edu/<br />International<br />Use of a Flickr API<br />Live stream of user<br />uploads<br />User-generated<br />content<br />
  61. 61. Video-sharing Communities<br /><ul><li>Use of YouTube and Webshots Channels
  62. 62. Think about image/brand of channel
  63. 63. Types of videos uploaded
  64. 64. Internal processes to support and sustain
  65. 65. Showcase faculty expertise
  66. 66. Showcase student life and events
  67. 67. Showcase programs and the campus</li></li></ul><li>Video-sharing Communities<br /><ul><li>YouTube Channel possibilities
  68. 68. Analytics
  69. 69. Video advertising
  70. 70. API support for website
  71. 71. player consistency
  72. 72. Classic SEO opportunity
  73. 73. Playlists</li></li></ul><li>Highlights<br />youtube.com/fisherosu<br />Visual icon<br />Marketing Text<br />URL listing<br />Playlists<br />Videos<br />Subscriptions<br />Subscribers<br />Friends<br />Favorites<br />
  74. 74. Example<br />Executive Education<br /> video series<br />Driven from YouTube<br />
  75. 75. Example<br />MBOE <br />Testimonials webpage<br />Driven from Webshots<br />
  76. 76. Examples<br />SlideShow Pro Software<br />Video LightBox View experimentation<br />Both hosted on Fisher’s web server<br />
  77. 77. Video-sharing Communities<br /><ul><li>Future glimpse
  78. 78. Playlists feeds
  79. 79. Logistics and processes document
  80. 80. Expand use of APIs
  81. 81. Friending and Subscribing
  82. 82. Raise awareness
  83. 83. New web design
  84. 84. gallery and social media section</li></li></ul><li>Blogging at Fisher<br /><ul><li>Hosting and CMS architecture in place
  85. 85. Developed Blogging Guidelines
  86. 86. Support sustainable activities & processes
  87. 87. Reinforce ethics and etiquette
  88. 88. Established a “getting started” process
  89. 89. Make sure blog fits </li></li></ul><li>fisher.osu.edu/blogs/internship<br />Career Management undergraduate initiative<br />Partnership with Web Services<br />Used as a case example to develop blogging support, procedures, and guidelines<br />Began working idea in March 2009 with Mark and Margie<br />Launched with students in late May 2009<br />
  90. 90. Student Organization Websites<br />New, centralized <br />system for all <br />student organizations<br />Running blog CMS<br />WordPress MU <br />on our web server<br />Most student <br />organizations are <br />taking advantage<br />Web Services team <br />outreach and training<br />Began Fall 2008<br />
  91. 91. Student Organization Websites<br />8 Fisher branded templates available to choose from<br />Widgets and RSS<br />Tools like the <br />event calendar<br />Pages are easily added<br />Easy to manage and<br />update for students<br />Secure and safe for<br />Fisher’s network<br />
  92. 92. Micro-Blogging at Fisher<br /><ul><li>Twitter
  93. 93. Integration, connection, and support needed</li></li></ul><li>Facebook Account<br /><ul><li>OSU’s Facebook “Wall” and legal issues
  94. 94. Launch of Fisher’s Facebook account
  95. 95. Integration and connection to other platforms is key to sustainability
  96. 96. Logistics and processes need established to sustain content pipelines and reduce redundant content entry
  97. 97. Timing</li></li></ul><li>Facebook Account<br /><ul><li>Connect photography and video accounts
  98. 98. Flickr groups and YouTube videos
  99. 99. Integration of blog posts and tweets
  100. 100. Running Examples
  101. 101. MBA Ambassadors Account
  102. 102. GPO Account</li></li></ul><li>Facebook Account – Ambassadors<br />
  103. 103. Facebook Account - GPO<br />
  104. 104. Miscellaneous<br /><ul><li>Podcasting
  105. 105. Content is king; look at sustainable series
  106. 106. Working with Ed Tech and OER
  107. 107. Marketing vs. Education
  108. 108. RSS - Established and expanding
  109. 109. Social Bookmarking</li></li></ul><li>
  110. 110. Miscellaneous<br />
  111. 111. Active Participation<br /><ul><li>Continuous effort and time required
  112. 112. All social media/marketing outlets
  113. 113. Established support processes/logistics
  114. 114. Set expectations
  115. 115. Understand legal implications
  116. 116. User-generated communities
  117. 117. Wikipedia</li></li></ul><li>Paid Web Marketing<br /><ul><li>Integrate with marketing plan(s)
  118. 118. Coordinate key messages, audiences, frequency, and touch-points
  119. 119. Fisher’s brand and identity
  120. 120. Strategies integrated with print marketing
  121. 121. Online marketing efforts should be aggregated with other marketing key analytics</li></li></ul><li>Paid Web Marketing<br /><ul><li>Utilize still images and flash technologies
  122. 122. Leveraging existing contracts & relationships
  123. 123. Business First
  124. 124. Columbus Dispatch
  125. 125. Miscellaneous
  126. 126. Japan MBA website
  127. 127. Military intranet</li></li></ul><li>Paid Web Marketing<br /><ul><li>Examples from 2008-2009</li></li></ul><li>Analytics and Measurement<br /><ul><li>Fisher’s analytic capabilities
  128. 128. Google Analytics
  129. 129. Google Webmaster Tools
  130. 130. Server log files
  131. 131. Reports from story or ad placement
  132. 132. Direct – report requested from them
  133. 133. In-direct – report on own server traffic</li></li></ul><li>Analytics and Measurement<br /><ul><li>Data drives decisions
  134. 134. Experimentation and results
  135. 135. Examples
  136. 136. Business First trials
  137. 137. GPO use to measure social media effectiveness to drive to our site
  138. 138. Exec Ed use for ad results
  139. 139. IPO postcard campaign</li></li></ul><li>Analytics and Measurement<br />Google Analytics Dashboard<br />Stats back to January 3, 2007<br />Gained control over account in summer 2008<br />MOST of Fisher’s site tracked<br />Results of NBMBAA Online Ad<br />
  140. 140. Analytics and Measurement<br /><ul><li>What’s a “friend” or “follower” worth?
  141. 141. Difficult to determine without precedence, trials, and sufficient time in existence
  142. 142. Measure of exposure and awareness
  143. 143. Driving traffic to the core – Fisher’s site
  144. 144. Action-orientation required for all online ads
  145. 145. Participation required for all social media outlets</li></li></ul><li>Moving Forward<br /><ul><li>Continue momentum
  146. 146. Connect and centralize efforts
  147. 147. Touches other areas of web strategy
  148. 148. Build experience and examples
  149. 149. Strengthen and leverage relationships across the college
  150. 150. Learn from OSU and others
  151. 151. Slow cultural changes will need to emerge</li></li></ul><li>Web Marketing and Use of Social Media Tools<br />June 2009 by Shaun Holloway<br />fisher.osu.edu/its<br />
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