Organic Marketing: Growing Your Brand in a Digital World

Organic Marketing – Growing Your Brand In A Digital World
Presented by: Kristina Dooley and Michael H. Fleischner

About Us
Kristina Dooley
Independent Educational Consultant and IECA Associate Member
Former Director of Admission and Marketing at Andrews Osborne Academy (formerly The Andrews School)
Former Assistant Director of Admission at Hiram College (OH)
Founder of Estrela Consulting
Michael H. Fleischner
Marketing on the Web for more than 12 years
Managing Director of Peterson’s recruitment services
Developed and manage a number of web sites and blogs (The Marketing Blog)
Author of top selling search engine optimizatoin book, “SEO Made Simple: Strategies For Dominating The World’s Largest Search Engine”

Organic Marketing Branding Through Social Media

What It Means To You…
What does your social media say about you?
Are you proactively managing your brand?
Quick search…

“Independent Educational Consultant”

Begin From Where You Are…
Do you have a social media plan? (hint: not just open accounts)
How does social media fit with your overall marketing communication plan?
Who owns it? (Do they know that?)
What are your specific social media/brand management goals? How will you communicate these to your Head/President/CEO/Board?

How To Develop a Social Media Program
Assess  Plan Create Goals  Execute Measure
How about some examples of others doing it well?
Check these out…

Student Blogs
YouTube

Twitter
Flickr

Facebook

Toolbar Variations

iTunes U

What’s going on in the rest of the world?

Assess Plan  Create Goals  Execute Measure
What is your experience with social media?
What type of social media are used by prospective students, prospective student parents, current students, and alumni?
Do you already have social media accounts?
What resources do you have?
Will you handle your efforts internally?
Who are you trying to reach?

knowem

Will you use all types of social media or just a few? Which? Why? (Twitter, Facebook, YouTube, Flickr, WordPress, ITunes, etc.)
Who will maintain your accounts and how often will they be updated?
What type of content will you share/promote?
What action do you want users to take?
One Question to Ask Before Posting Anything Using Social Media:
Why Will They Care?

Be Specific:
1,000 Facebook Fans by December 31, 2010
100 new Twitter Followers per month
10 Blog Page Views Per Day
Be Realistic
Make Your Goals Measurable
Know Who’s Accountable (hint: make sure this is well communicated)
Meet Weekly/Monthly to Evaluate Progress

Build Your Team
You, Colleagues, Current Students/Parents, Interns, Alums, etc.
Use Tools to Help Execute
TweetDeck (TweetDeck.com)
Tweet Adder (TweetAdder.com)
Co-Tweet (CoTweet.com)
Listorious (Listorious.com)
RESPOND!!!

TweetDeck

Co-Tweet
Listorious

Measure Regularly
Tools to Help You Keep Track of it All:
Social Mention (SocialMention.com)
Google Alerts
Google Analytics
Re-Evaluate Your Plan Quarterly (or more often as needed!)

SocialMention
Google Analytics

Contact Information
Kristina Dooley
Kristina@EstrelaConsulting.com
Michael Fleischner
Michael.fleischner@petersons.com
Thank You!

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Organic Marketing: Growing Your Brand in a Digital World

by Estrela Consulting on Nov 12, 2009

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