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Why Social Media Comes Last<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/james...
Why Am I Talking to You?<br />?<br />
What I Do…<br />
Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />Social Media is Only One Channel!<br />
Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
 Blogging
 Social Media
 SEO
 Offers / CTAs
 Landing Pages
 Emails
 Lead Intel
 Analytics</li></ul>Process<br /><ul><li> Publish
 Optimize
 Promote
 Target
 Capture
 Nurture
 Test
 Analyze
 Repeat</li></li></ul><li>Slow Down…<br />
Questions<br />First there are a few questions to ask yourself<br />
If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
If people can’t find it,does it matter?<br />
What is the purpose of our website?<br />
What is Important?<br />
IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailin...
Is Your Website a Well Oiled Machine?<br />
So Many Directions to Go…<br />
Inbound Marketing<br />Success Pyramid<br />Be Social<br />Blogging<br />Link Building<br />Content Creation<br />Calls to...
Inbound Marketing Book<br />Learn about:<br />Get Found<br />Convert<br />Analyze<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you spe...
Free Website Grader Report<br />http://website.grader.com/<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Content Is King!<br />
Content is More Important than Design!<br />
Content<br />Create great content that tell your stories<br />If you don’t have this the rest won’t matter<br />
This Is An Ongoing Process<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Site Architecture<br />Initial Layout                     www.edustyle.net<br />Look and Feel<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Search Engine Crawlers Are Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />
The Lynx Browser<br />http://bit.ly/lynx<br />
Accessibility<br />508 Compliance<br />Search Engine Optimizationdoteduguru.com/seo<br />CSS friendly<br />educheckup.com<...
SEO is Usability and Accessibility<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />Conversions<br />http://doteduguru...
Choosing an Analytics Package<br />
How Do You Convert?<br />Conversions require Landing Pages<br />A Landing Page is a Page with a Form on it.<br />
IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailin...
Landing Page Best Practices<br />
Three Steps of a Landing Page<br />The Call to Action<br />The Landing Page<br />The Follow-Up<br />
The Call to Action<br />Are your offers compelling?<br />Call to action best practices<br />Create urgency<br />Include an...
The Landing Page<br />
The Landing Page<br />Keep it simple<br />Little to no navigation or other links<br />People scan, don’t read<br />Bullet ...
The Follow-Up<br />Thank you page<br />Auto response email<br />Additional channels to connect<br />Opportunities for furt...
Thank You Page Examples<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
YouTube Isn’t Alone<br />
YouTube Isn’t Alone<br />Buy a video camera – Less than $200<br />YouTube Account – Free ($0)<br />
Audio<br />http://itunes.stanford.edu/<br />
Audio<br />Olympus WS 400 – Less than $100<br />iTunes Account – Free ($0) <br />
Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
Student Blogs<br />Typepad Pro – Unlimited $15/month<br />Wordpress.org Install – Free ($0)<br />Blogger – Free ($0)<br />...
Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
Social News<br />http://engineering.tamu.edu/news/<br />
RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site In...
Link Building<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
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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 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 of "Social Media Comes Last #edSocialMedia"

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