Social Media Comes Last #edSocialMedia

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

Why Am I Talking to You?
?

What I Do…

Marketing Has Changed
1950 - 2000
2000 - 2050

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

Inbound Marketing
Social Media is Only One Channel!

Inbound Marketing Process
Tools
Content Mgmt
Blogging
Social Media
SEO
Offers / CTAs
Landing Pages
Emails
Lead Intel
Analytics
Process
Publish
Optimize
Promote
Target
Capture
Nurture
Test
Analyze
Repeat

Slow Down…

Questions
First there are a few questions to ask yourself

If a tree falls in a forest and noone is around to hear it, does it make a sound?

If people can’t find it,does it matter?

What is the purpose of our website?

What is Important?

IMPORTANT
Give Us Money!
But How?
Applicants
Schedule a Visit
Download Catalog
Get on Mailing List
Alumni Donations

Is Your Website a Well Oiled Machine?

So Many Directions to Go…

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

Inbound Marketing Book
Learn about:
Get Found
Convert
Analyze

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

Defining Goals
Business Goals
What your site must accomplish?
Who is your audience?
What makes you special?

Free Website Grader Report
http://website.grader.com/

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

Content Is King!

Content is More Important than Design!

Content
Create great content that tell your stories
If you don’t have this the rest won’t matter

This Is An Ongoing Process

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

Site Architecture
Initial Layout www.edustyle.net
Look and Feel

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

Navigation
Usability
Cross Linking Content
Sitemap
Footer

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

Search Engine Crawlers Are Your Blindest Users
Yahoo
Microsoft
Google

The Lynx Browser
http://bit.ly/lynx

Accessibility
508 Compliance
Search Engine Optimizationdoteduguru.com/seo
CSS friendly
educheckup.com

SEO is Usability and Accessibility

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

Site Intelligence
Site Search
Analytical Tracking
Lead Intelligence
Conversions
http://doteduguru.com/web-analytics

Choosing an Analytics Package

How Do You Convert?
Conversions require Landing Pages
A Landing Page is a Page with a Form on it.

IMPORTANT
Give Us Money!
But How?
Applicants
Schedule a Visit
Download Catalog
Get on Mailing List
Alumni Donations

Landing Page Best Practices

Three Steps of a Landing Page
The Call to Action
The Landing Page
The Follow-Up

The Call to Action
Are your offers compelling?
Call to action best practices
Create urgency
Include an image
Contrasting colors
Be specific/inspirational

The Landing Page

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

The Follow-Up
Thank you page
Auto response email
Additional channels to connect
Opportunities for further engagement
Lead Nurturing
Email Marketing
Phone Calls

Thank You Page Examples

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

Videos & Slideshows
http://www.wofford.edu/sightsandsounds/

YouTube Isn’t Alone

YouTube Isn’t Alone
Buy a video camera – Less than $200
YouTube Account – Free ($0)

Audio
http://itunes.stanford.edu/

Audio
Olympus WS 400 – Less than $100
iTunes Account – Free ($0)

Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs

Student Blogs
Typepad Pro – Unlimited $15/month
Wordpress.org Install – Free ($0)
Blogger – Free ($0)
Find Out If Your CMS Supports Blogging!

Interactive Campus Tours
http://uscupstate.edu/map/

Social News
http://engineering.tamu.edu/news/

RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/

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

Link Building
Content Creation Strategy
“If You Build It, They Will Come”

Site Authority

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

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

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

Marketing Efforts
Landing Pages
Email Marketing
Advertising
Promotional

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

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

Social Media
Build Relationships
http://doteduguru.com/social-media

Social Media Connections
http://wayne.edu/connect/

Final Thoughts

Inbound Marketing is NOT a sprint… it’s a Marathon

Consistency is Key!

Inbound Marketing Process
Tools
Content Mgmt
Blogging
Social Media
SEO
Offers / CTAs
Landing Pages
Emails
Lead Intel
Analytics
Process
Publish
Optimize
Promote
Target
Capture
Nurture
Test
Analyze
Repeat

Be Actionable

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

Social Media Comes Last #edSocialMedia

by Kyle James

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