Online Marketing: Social Media in Higher Education

Online Marketing:Social Media for Higher Education By: Kemp Edmonds This presentation is available now: j.mp/kempfdu

Start at the end.

It started here...and never ends.

Self-directed Learning

Important Questions• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first. Social Media often comes last and should -Kyle James, doteduguru.com

Enough about me...

It’s not this.

“IT’S ABOUT GENERATING REVENUETHROUGH SOLID MARKETING ANDSTELLAR CUSTOMER SERVICE, JUSTLIKE IT’S BEEN SINCE THEBEGINNING OF TIME.”

It’s more like this.

It’s young. It’s growing. 50% of Americans have an account on 13% of online Americans use 4% are using location based services likeSources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) June 2011Pew Internet Research (US) Nov. 2010

Nearly 100% of online users...

Funnel Evolution

The Sales Funnel (Pre-Internet)

Hubspot.comEarly Social Media Funnel

Death to the Funnel

The Customer Hourglass Altimeter Group - @jowyang

Product & ServiceTraditional Marketing

Product & Service Customer LifestyleSuccessful Social Media

It starts with Listening

Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate

The conversation has begun

Go Where the People Are

Today it’s Facebook

Tech will Change Again

This isn’t newIt’s old made new again

Build a Base

Incentivize + Social Good

Participation is Everything

The content is out therehttp://vimeo.com/18991169

Lots of Content

Service

Enable your Students

Students Believe Students Profile your Students

Tom Sawyer’s Fence

Reward

#FDUVANBring your #Hashtag to Life

Don’t move too fast

Centralize Content

Don’t reinvent the wheel http://web.vanderbilt.edu/resources/social-media-handbook/

Exercise #1: Who are you speaking to?Explore your:1. Target audience2. Target market3. Stakeholders4. Current students –Assign each a % and rank• Detail who are represented

• Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors• Ask everyone Survey the scene

Setting up your strategy

POST• People: Assess your customers’ social activities• Objectives: What do you want to accomplish• Strategy: Plan for how relationships will change• Technology: Decide on your social technologies The Post Strategy

Begin with Goals…The Inside Out Strategy

...From Goals Stem Objectives

...Then Measures of Success

Last comes execution

Responsibility & SchedulingWho is responsible for posting content and responding?How often will you post? Schedule it.

Listening Kit - Email Alerts Google Alerts Social Mention TweetBeepTweak your searches…

To manage it use…1. Content calendar2. Content scheduling3. On duty

What are our goals?Exercise #2:Start thinking about some strategic goals for FDU. If you have a strategic marketing plan that is a great place to start.You choose the strategic goals & objective. I will work with you to determine KPIs and tactics.

Content FactoryExercise #3: Brainstorm 20 different possible ways to develop meaningful content.• Student stories• Vancouver Adventures• School activities• Success stories• Students ‘journals’• Student made videos• Vancouver news• FDU news• …

Thank you!@kempedmondsKempedmonds.comkempedmonds@gmail.com See you next week!

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Online Marketing: Social Media in Higher Education

by Kemp Edmonds on Oct 31, 2011

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