Online Marketing: Social Media in Higher Education

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This presentation was originally delivered to Fairleigh Dickinson University's Staff at their Vancouver based Institution.

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Online Marketing: Social Media in Higher Education

  1. 1. Online Marketing:Social Media for Higher Education By: Kemp Edmonds This presentation is available now: j.mp/kempfdu
  2. 2. Start at the end.
  3. 3. It started here...and never ends.
  4. 4. Self-directed Learning
  5. 5. 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
  6. 6. Enough about me...
  7. 7. It’s not this.
  8. 8. “IT’S ABOUT GENERATING REVENUETHROUGH SOLID MARKETING ANDSTELLAR CUSTOMER SERVICE, JUSTLIKE IT’S BEEN SINCE THEBEGINNING OF TIME.”
  9. 9. It’s more like this.
  10. 10. 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
  11. 11. Nearly 100% of online users...
  12. 12. Funnel Evolution
  13. 13. The Sales Funnel (Pre-Internet)
  14. 14. Hubspot.comEarly Social Media Funnel
  15. 15. Death to the Funnel
  16. 16. The Customer Hourglass Altimeter Group - @jowyang
  17. 17. Product & ServiceTraditional Marketing
  18. 18. Product & Service Customer LifestyleSuccessful Social Media
  19. 19. It starts with Listening
  20. 20. Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate
  21. 21. The conversation has begun
  22. 22. Go Where the People Are
  23. 23. Today it’s Facebook
  24. 24. Tech will Change Again
  25. 25. This isn’t newIt’s old made new again
  26. 26. Build a Base
  27. 27. Incentivize + Social Good
  28. 28. Participation is Everything
  29. 29. The content is out therehttp://vimeo.com/18991169
  30. 30. Lots of Content
  31. 31. Service
  32. 32. Enable your Students
  33. 33. Students Believe Students Profile your Students
  34. 34. Tom Sawyer’s Fence
  35. 35. Reward
  36. 36. #FDUVANBring your #Hashtag to Life
  37. 37. Don’t move too fast
  38. 38. Centralize Content
  39. 39. Don’t reinvent the wheel http://web.vanderbilt.edu/resources/social-media-handbook/
  40. 40. 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
  41. 41. • Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors• Ask everyone Survey the scene
  42. 42. Setting up your strategy
  43. 43. 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
  44. 44. Begin with Goals…The Inside Out Strategy
  45. 45. ...From Goals Stem Objectives
  46. 46. ...Then Measures of Success
  47. 47. Last comes execution
  48. 48. Responsibility & SchedulingWho is responsible for posting content and responding?How often will you post? Schedule it.
  49. 49. Listening Kit - Email Alerts Google Alerts Social Mention TweetBeepTweak your searches…
  50. 50. To manage it use…1. Content calendar2. Content scheduling3. On duty
  51. 51. 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.
  52. 52. 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• …
  53. 53. Thank you!@kempedmondsKempedmonds.comkempedmonds@gmail.com See you next week!

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