Web Marketing And Social Media Tool Use
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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. ...

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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Web Marketing And Social Media Tool Use Web Marketing And Social Media Tool Use Presentation Transcript

  • Web Marketing and Use of Social Media Tools
    June 2009 by Shaun Holloway
    fisher.osu.edu/technology
  • Some Supporting Documents
    • ITS Strategic Plan
    • Web Strategy and Operational Plan
    • Web Style & Communication Guidelines
    • Social Media Response Protocol
    • Blogging Ethics and Guidelines
  • Web Strategy Model
    Parallel Development
    Interface
    Usability
    Navigation
    Sitemap
    This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.
    Each arrow represents a piece of the structural foundation needed to support the core experience for web interaction and function.
    Design
    Audience
    Content
    Retain
    Attract
    Resource
    System
    Social
    Web marketing and participation in social media
    1) Own website(s)
    2) External sites
    Serve
    New media
    Visibility
    Connection
    Application
    Integration
    Server architecture
    Database design
    Admin tools
    EngageSales Orientation
    InformAdvertising Orientation
    Channel
    By: Shaun Holloway, 2008
  • Overview - Web Marketing
    • Objective
    To enhance the scope and reach of Fisher’s marketing efforts, while connecting and interacting with new and existing audiences
  • Overview - Web Marketing
    • 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
  • Overview - Web Marketing
    • 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.
  • Key Benefits
    • Increase the ability for user’s to find Fisher’s website(s)
    • Enhance the user experience and consistency of web content
  • Key Benefits
    • Connect and interact with target audiences
    • Support student recruitment efforts
    • Support admitted and current students
    • Showcase faculty expertise/knowledge
  • Key Benefits
    • 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
  • Leveraging Fisher’s Website
    • New web design = marketing real estate
    • Internal “advertising” space
    • Cross-sell content
    • Brand image and identity
    • ADA Accessibility, Section 508
  • Leveraging Fisher’s Website
    • 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
  • Leveraging Fisher’s Website
    • Search Engine Optimization (SEO) .
    • Browser Title and Description Tags
    Fisher College of Business | The Ohio State University.
    • Meta-descriptions
    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.
    The Fisher MBA – The impact you will make starts here at Fisher College of Business at The Ohio State University.
  • Leveraging Fisher’s Website
    • Search Engine Optimization (SEO) .
    • Meta-keywords
    Fisher College, Fisher, school, mba, executive education, Max, ohio state mba, rank, ohio state, osu
    • Google and MSN/Bing ignore keywords
    • value descriptions.
    • Alternative Text = “Alt Tags”
  • Toolbox of Tactics
    • Some other tools
    • webmarketing@fisher.osu.edu
    • Robot.txt
    • Google Webmaster Tools
    • Sitemaps.org
    • seomoz.org/toolbox
    • Quantcast.com
    • SocialMarker.com
    • Etc.
  • Entry into Social Media
    • “How to play with others”
    • Lack of control
    • Quality over quantity of channels
    • Rules of engagement
    • Preparation + content pipeline + monitoring = sustainability
  • Building from a Foundation
    • Fisher’s website
    • Hub of engaging and impactful experiences that attract, retain, and serve
    • Strong core is needed to support interconnectedness
    • Reciprocal and direct links to Fisher
    • Social Media Optimization
  • Web & Social Media Marketing Basic Model
    A strong core and foundation is needed to support the interconnection of all the tools and messages, while driving traffic to the core.
    All of the tools used should support the central core and one another.
    Social
    Networks
    Box IndicatesEXAMPLES of Tool and Service Providers
    YouTube
    Vimeo
    Veoh
    Flickr
    Webshots
    Yahoo Video
    DailyMotion
    MetaCafe
    Google Video
    Facebook
    LinkedIn
    Forums
    Microblogs
    Interest
    General
    Utterly
    Blubrry
    Interest
    General
    Company
    Individual
    Institution
    Organic
    Feeds
    Bookmarking
    Email / Print
    Interest
    General
    Photobucket
    Fotki
    SmugMug
    Slide
    Video
    Photos
    Blogs
    Audio
    Sites
    FISHER College of Business
    Central Website & Community
    By: Shaun Holloway, 2008
  • Pyramidal Approach to Social Media
    Actively Participate
    Utilize Podcasts
    Create Facebook account
    Establish blogs and micro-blogs
    Enter video-sharing communities
    Enter photo-sharing communities
    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.
    By: Shaun Holloway, 2008
  • Photo-sharing Communities
    • Use of Flickr and Webshots
    • Group contribution
    • Website, API, and SEO support
    • Examples
    • IPO Photo Contest
    • Alumni Relations
    • Custom Flickr API in development
  • Example
    IPO Photo Contest
    Started August 18, 2008
    As of June 9, 2009
    224 photos
    46 members
  • Example
    IPO Photo Contest
    fisher.osu.edu/
    International
    Use of a Flickr API
    Live stream of user
    uploads
    User-generated
    content
  • Video-sharing Communities
    • Use of YouTube and Webshots Channels
    • Think about image/brand of channel
    • Types of videos uploaded
    • Internal processes to support and sustain
    • Showcase faculty expertise
    • Showcase student life and events
    • Showcase programs and the campus
  • Video-sharing Communities
    • YouTube Channel possibilities
    • Analytics
    • Video advertising
    • API support for website
    • player consistency
    • Classic SEO opportunity
    • Playlists
  • Highlights
    youtube.com/fisherosu
    Visual icon
    Marketing Text
    URL listing
    Playlists
    Videos
    Subscriptions
    Subscribers
    Friends
    Favorites
  • Example
    Executive Education
    video series
    Driven from YouTube
  • Example
    MBOE
    Testimonials webpage
    Driven from Webshots
  • Examples
    SlideShow Pro Software
    Video LightBox View experimentation
    Both hosted on Fisher’s web server
  • Video-sharing Communities
    • Future glimpse
    • Playlists feeds
    • Logistics and processes document
    • Expand use of APIs
    • Friending and Subscribing
    • Raise awareness
    • New web design
    • gallery and social media section
  • Blogging at Fisher
    • Hosting and CMS architecture in place
    • Developed Blogging Guidelines
    • Support sustainable activities & processes
    • Reinforce ethics and etiquette
    • Established a “getting started” process
    • Make sure blog fits
  • fisher.osu.edu/blogs/internship
    Career Management undergraduate initiative
    Partnership with Web Services
    Used as a case example to develop blogging support, procedures, and guidelines
    Began working idea in March 2009 with Mark and Margie
    Launched with students in late May 2009
  • Student Organization Websites
    New, centralized
    system for all
    student organizations
    Running blog CMS
    WordPress MU
    on our web server
    Most student
    organizations are
    taking advantage
    Web Services team
    outreach and training
    Began Fall 2008
  • Student Organization Websites
    8 Fisher branded templates available to choose from
    Widgets and RSS
    Tools like the
    event calendar
    Pages are easily added
    Easy to manage and
    update for students
    Secure and safe for
    Fisher’s network
  • Micro-Blogging at Fisher
    • Twitter
    • Integration, connection, and support needed
  • Facebook Account
    • OSU’s Facebook “Wall” and legal issues
    • Launch of Fisher’s Facebook account
    • Integration and connection to other platforms is key to sustainability
    • Logistics and processes need established to sustain content pipelines and reduce redundant content entry
    • Timing
  • Facebook Account
    • Connect photography and video accounts
    • Flickr groups and YouTube videos
    • Integration of blog posts and tweets
    • Running Examples
    • MBA Ambassadors Account
    • GPO Account
  • Facebook Account – Ambassadors
  • Facebook Account - GPO
  • Miscellaneous
    • Podcasting
    • Content is king; look at sustainable series
    • Working with Ed Tech and OER
    • Marketing vs. Education
    • RSS - Established and expanding
    • Social Bookmarking
  • Miscellaneous
  • Active Participation
    • Continuous effort and time required
    • All social media/marketing outlets
    • Established support processes/logistics
    • Set expectations
    • Understand legal implications
    • User-generated communities
    • Wikipedia
  • Paid Web Marketing
    • Integrate with marketing plan(s)
    • Coordinate key messages, audiences, frequency, and touch-points
    • Fisher’s brand and identity
    • Strategies integrated with print marketing
    • Online marketing efforts should be aggregated with other marketing key analytics
  • Paid Web Marketing
    • Utilize still images and flash technologies
    • Leveraging existing contracts & relationships
    • Business First
    • Columbus Dispatch
    • Miscellaneous
    • Japan MBA website
    • Military intranet
  • Paid Web Marketing
    • Examples from 2008-2009
  • Analytics and Measurement
    • Fisher’s analytic capabilities
    • Google Analytics
    • Google Webmaster Tools
    • Server log files
    • Reports from story or ad placement
    • Direct – report requested from them
    • In-direct – report on own server traffic
  • Analytics and Measurement
    • Data drives decisions
    • Experimentation and results
    • Examples
    • Business First trials
    • GPO use to measure social media effectiveness to drive to our site
    • Exec Ed use for ad results
    • IPO postcard campaign
  • Analytics and Measurement
    Google Analytics Dashboard
    Stats back to January 3, 2007
    Gained control over account in summer 2008
    MOST of Fisher’s site tracked
    Results of NBMBAA Online Ad
  • Analytics and Measurement
    • What’s a “friend” or “follower” worth?
    • Difficult to determine without precedence, trials, and sufficient time in existence
    • Measure of exposure and awareness
    • Driving traffic to the core – Fisher’s site
    • Action-orientation required for all online ads
    • Participation required for all social media outlets
  • Moving Forward
    • Continue momentum
    • Connect and centralize efforts
    • Touches other areas of web strategy
    • Build experience and examples
    • Strengthen and leverage relationships across the college
    • Learn from OSU and others
    • Slow cultural changes will need to emerge
  • Web Marketing and Use of Social Media Tools
    June 2009 by Shaun Holloway
    fisher.osu.edu/its