Social Media Comes Last #edSocialMedia

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The truth is if you don’t have all your other ducks in a row then you simply aren’t ready for social media. In this presentation we will go through a step by step guide of everything that you need to …

The truth is if you don’t have all your other ducks in a row then you simply aren’t ready for social media. In this presentation we will go through a step by step guide of everything that you need to know before running into this new medium unprepared.

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  • Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
  • What do we want our website to do? What is it’s major purpose? Most of the time the #1 goal is going to be recruit students and everything else falls a distant second so keep that audience in mind. Build for your main audience, but don’t forget your other audiences. You will find that you can do this while still staying relevant to everyone.
  • So what is important to me? What should I be tracking?Admission SpecificApply to CollegeSchedule a Campus VisitRequest InfoDownload the ViewbookTake a Virtual TourGeneral GoalsSign up for eConnect updatesWatch VideosSubscribe to RSSBecome Facebook Fan, Member of a GroupJoin Linked InRead Blogs
  • http://www.flickr.com/photos/wirelizard/2101833397/
  • Besides tracking just your website there is still a whole lot that happens with your school online that isn’t specificially on your website. Now that we have a host of tools and segmented data let’s take a look at some of these other options.
  • http://www.flickr.com/photos/st_a_sh/476515950/
  • Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
  • http://www.flickr.com/photos/84263554@N00/255847189/
  • http://www.flickr.com/photos/sam_and_ian/89837579/
  • http://www.flickr.com/photos/84263554@N00/255847189/
  • http://www.flickr.com/photos/kanaka/112972434/
  • http://www.flickr.com/photos/36665622@N00/253527065/

Transcript

  • 1. Why Social Media Comes Last
    Kyle James
    jameskm03@gmail.com
    twitter.com/kylejames
    linkedin.com/in/jameskm03
    kyle-james.com
    doteduguru.com
    hubspot.com
    nuCloud.com
  • 2. Why Am I Talking to You?
    ?
  • 3. What I Do…
  • 4. Marketing Has Changed
    1950 - 2000
    2000 - 2050
  • 5. Outbound Marketing
  • 6. Outbound Marketing is Broken
    800-555-1234
    Annoying
    Salesperson
  • 7. Inbound Marketing
    Social Media is Only One Channel!
  • 8. Inbound Marketing Process
    Tools
    Process
  • Slow Down…
  • 25. Questions
    First there are a few questions to ask yourself
  • 26. If a tree falls in a forest and noone is around to hear it, does it make a sound?
  • 27. If people can’t find it,does it matter?
  • 28. What is the purpose of our website?
  • 29. What is Important?
  • 30. IMPORTANT
    Give Us Money!
    But How?
    Applicants
    Schedule a Visit
    Download Catalog
    Get on Mailing List
    Alumni Donations
  • 31. Is Your Website a Well Oiled Machine?
  • 32. So Many Directions to Go…
  • 33. Inbound Marketing
    Success Pyramid
    Be Social
    Blogging
    Link Building
    Content Creation
    Calls to Action Landing Pages
    On-Page SEO
    Keyword Research
    SubDomain
    URL Structure
    Analytics Installed
    Site Layout
    Site Architecture
    Lead Tracking Setup
  • 34. Inbound Marketing Book
    Learn about:
    Get Found
    Convert
    Analyze
  • 35. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 36. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 37. Defining Goals
    Business Goals
    What your site must accomplish?
    Who is your audience?
    What makes you special?
  • 38. Free Website Grader Report
    http://website.grader.com/
  • 39. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 40. Content Is King!
  • 41. Content is More Important than Design!
  • 42. Content
    Create great content that tell your stories
    If you don’t have this the rest won’t matter
  • 43. This Is An Ongoing Process
  • 44. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 45. Site Architecture
    Initial Layout www.edustyle.net
    Look and Feel
  • 46. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 47. Navigation
    Usability
    Cross Linking Content
    Sitemap
    Footer
  • 48. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 49. Search Engine Crawlers Are Your Blindest Users
    Yahoo
    Microsoft
    Google
  • 50. The Lynx Browser
    http://bit.ly/lynx
  • 51. Accessibility
    508 Compliance
    Search Engine Optimizationdoteduguru.com/seo
    CSS friendly
    educheckup.com
  • 52. SEO is Usability and Accessibility
  • 53. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 54. Site Intelligence
    Site Search
    Analytical Tracking
    Lead Intelligence
    Conversions
    http://doteduguru.com/web-analytics
  • 55. Choosing an Analytics Package
  • 56. How Do You Convert?
    Conversions require Landing Pages
    A Landing Page is a Page with a Form on it.
  • 57. IMPORTANT
    Give Us Money!
    But How?
    Applicants
    Schedule a Visit
    Download Catalog
    Get on Mailing List
    Alumni Donations
  • 58. Landing Page Best Practices
  • 59. Three Steps of a Landing Page
    The Call to Action
    The Landing Page
    The Follow-Up
  • 60. The Call to Action
    Are your offers compelling?
    Call to action best practices
    Create urgency
    Include an image
    Contrasting colors
    Be specific/inspirational
  • 61. The Landing Page
  • 62. The Landing Page
    Keep it simple
    Little to no navigation or other links
    People scan, don’t read
    Bullet points
    Pictures
    Bold copy
    Five second rule
    Make it instantly obvious what they will get
    Shorter the form the higher the conversion rate
    Possible alternative call to actions
  • 63. The Follow-Up
    Thank you page
    Auto response email
    Additional channels to connect
    Opportunities for further engagement
    Lead Nurturing
    Email Marketing
    Phone Calls
  • 64. Thank You Page Examples
  • 65. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 66. Videos & Slideshows
    http://www.wofford.edu/sightsandsounds/
  • 67. YouTube Isn’t Alone
  • 68. YouTube Isn’t Alone
    Buy a video camera – Less than $200
    YouTube Account – Free ($0)
  • 69. Audio
    http://itunes.stanford.edu/
  • 70. Audio
    Olympus WS 400 – Less than $100
    iTunes Account – Free ($0)
  • 71. Student Blogs
    http://www3.imperial.ac.uk/campus_life/studentblogs
  • 72. Student Blogs
    Typepad Pro – Unlimited $15/month
    Wordpress.org Install – Free ($0)
    Blogger – Free ($0)
    Find Out If Your CMS Supports Blogging!
  • 73. Interactive Campus Tours
    http://uscupstate.edu/map/
  • 74. Social News
    http://engineering.tamu.edu/news/
  • 75. RSS & Calendar
    http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
  • 76. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 77. Link Building
    Content Creation Strategy
    “If You Build It, They Will Come”
  • 78. Site Authority
  • 79. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 80. Site Optimization
    Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.
    URLs
    MetaKeywords
    PageTitle
    Headers
    Meta
    Description
    http://doteduguru.com/seo
  • 81. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 82. Marketing Efforts
    Landing Pages
    Email Marketing
    Advertising
    Promotional
  • 83. Landing Page Best Practices
    The Call to Actions
    Compelling Offers
    Best Practices
    The Conversion Page
    Keep it Simple
    People Scan, don’t read
    What Happens Next?
    Response Email
    Thank You Page
  • 84. So Where To Start?
    Defining Goals
    Content
    Site Architecture
    Navigation
    Accessibility
    Site Intelligence
    Multimedia/Web 2.0
    Link Building
    Site Optimization
    Marketing Efforts
    Social Media
  • 85. Social Media
    Build Relationships
    http://doteduguru.com/social-media
  • 86. Social Media Connections
    http://wayne.edu/connect/
  • 87. Final Thoughts
  • 88. Inbound Marketing is NOT a sprint… it’s a Marathon
  • 89. Consistency is Key!
  • 90. Inbound Marketing Process
    Tools
    Process
  • Be Actionable
  • 107. Why Social Media Comes Last
    Questions?
    Kyle James
    jameskm03@gmail.com
    twitter.com/kylejames
    linkedin.com/in/jameskm03
    kyle-james.com
    doteduguru.com
    hubspot.com
    nuCloud.com