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

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

2. Start at the end.

3. It started here...
and never ends.

4. Self-directed Learning

7. 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

8. Enough about me...

9. It’s not this.

10. “IT’S ABOUT GENERATING REVENUE
THROUGH SOLID MARKETING AND
STELLAR CUSTOMER SERVICE, JUST
LIKE IT’S BEEN SINCE THE
BEGINNING OF TIME.”

11. It’s more like this.

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

13. Nearly 100% of online users...

15. Funnel Evolution

16. The Sales Funnel
(Pre-Internet)

17. Hubspot.com
Early Social Media Funnel

18. Death to the Funnel

19. The Customer Hourglass
Altimeter Group - @jowyang

20. Product & Service
Traditional Marketing

21. Product &
Service
Customer Lifestyle
Successful Social Media

22. It starts with Listening

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

24. The conversation has begun

25. Go Where the People Are

26. Today it’s Facebook

27. Tech will Change Again

28. This isn’t new
It’s old made new again

29. Build a Base

30. Incentivize + Social Good

31. Participation is Everything

33. The content is out there
http://vimeo.com/18991169

34. Lots of Content

35. Service

36. Enable your Students

37. Students Believe Students
Profile your Students

38. Tom Sawyer’s Fence

39. Reward

40. #FDUVAN
Bring your #Hashtag to Life

41. Don’t move too fast

42. Centralize Content

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

44. Exercise #1: Who are you speaking to?
Explore your:
1. Target audience
2. Target market
3. Stakeholders
4. Current students
–Assign each a % and rank
• Detail who are represented

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

46. Setting up your strategy

47. 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

48. Begin with Goals…
The Inside Out Strategy

49. ...From Goals Stem Objectives

50. ...Then Measures of Success

51. Last comes execution

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

55. Listening Kit - Email Alerts
Google Alerts
Social Mention
TweetBeep
Tweak your searches…

56. To manage it use…
1. Content calendar
2. Content scheduling
3. On duty

57. 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.

59. Content Factory
Exercise #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
• …

60. Thank you!
@kempedmonds
Kempedmonds.com
kempedmonds@gmail.com
See you next week!