Organic Marketing: Growing Your Brand in a Digital World

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IECA 2009 Fall Conference Session Presented by Michael Fleischner (Peterson's) and Kristina Dooley (Estrela Consulting)- Charlotte, NC November 12, 2009

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Organic Marketing: Growing Your Brand in a Digital World

  1. 1. Organic Marketing – Growing Your Brand In A Digital World<br />Presented by: Kristina Dooley and Michael H. Fleischner<br />
  2. 2. About Us<br />Kristina Dooley<br />Independent Educational Consultant and IECA Associate Member<br />Former Director of Admission and Marketing at Andrews Osborne Academy (formerly The Andrews School)<br />Former Assistant Director of Admission at Hiram College (OH)<br />Founder of Estrela Consulting<br />Michael H. Fleischner<br />Marketing on the Web for more than 12 years<br />Managing Director of Peterson’s recruitment services<br />Developed and manage a number of web sites and blogs (The Marketing Blog)<br />Author of top selling search engine optimizatoin book, “SEO Made Simple: Strategies For Dominating The World’s Largest Search Engine”<br />
  3. 3. Organic Marketing Branding Through Social Media<br />
  4. 4. What It Means To You…<br /><ul><li>What does your social media say about you?
  5. 5. Are you proactively managing your brand?
  6. 6. Quick search…</li></li></ul><li>
  7. 7. “Independent Educational Consultant”<br />
  8. 8. Begin From Where You Are… <br /><ul><li>Do you have a social media plan? (hint: not just open accounts)
  9. 9. How does social media fit with your overall marketing communication plan?
  10. 10. Who owns it? (Do they know that?)
  11. 11. What are your specific social media/brand management goals? How will you communicate these to your Head/President/CEO/Board?</li></li></ul><li>How To Develop a Social Media Program<br />Assess  Plan Create Goals  Execute Measure<br />How about some examples of others doing it well? <br />Check these out…<br />
  12. 12. Student Blogs<br />YouTube<br />
  13. 13. Twitter<br />Flickr<br />
  14. 14. Facebook<br />
  15. 15. Toolbar Variations<br />
  16. 16. iTunes U<br />
  17. 17. What’s going on in the rest of the world?<br />
  18. 18. Assess Plan  Create Goals  Execute Measure<br /><ul><li>What is your experience with social media?
  19. 19. What type of social media are used by prospective students, prospective student parents, current students, and alumni?
  20. 20. Do you already have social media accounts?
  21. 21. What resources do you have?
  22. 22. Will you handle your efforts internally?
  23. 23. Who are you trying to reach?</li></li></ul><li>knowem<br />
  24. 24. Assess Plan  Create Goals  Execute Measure<br /><ul><li>Will you use all types of social media or just a few? Which? Why? (Twitter, Facebook, YouTube, Flickr, WordPress, ITunes, etc.)
  25. 25. Who will maintain your accounts and how often will they be updated?
  26. 26. What type of content will you share/promote?
  27. 27. What action do you want users to take?</li></ul>One Question to Ask Before Posting Anything Using Social Media:<br />Why Will They Care?<br />
  28. 28. Assess Plan  Create Goals  Execute Measure<br /><ul><li>Be Specific:
  29. 29. 1,000 Facebook Fans by December 31, 2010
  30. 30. 100 new Twitter Followers per month
  31. 31. 10 Blog Page Views Per Day
  32. 32. Be Realistic
  33. 33. Make Your Goals Measurable
  34. 34. Know Who’s Accountable (hint: make sure this is well communicated)
  35. 35. Meet Weekly/Monthly to Evaluate Progress</li></li></ul><li>Assess Plan  Create Goals  Execute Measure<br /><ul><li>Build Your Team
  36. 36. You, Colleagues, Current Students/Parents, Interns, Alums, etc.
  37. 37. Use Tools to Help Execute
  38. 38. TweetDeck (TweetDeck.com)
  39. 39. Tweet Adder (TweetAdder.com)
  40. 40. Co-Tweet (CoTweet.com)
  41. 41. Listorious (Listorious.com)
  42. 42. RESPOND!!!</li></li></ul><li>TweetDeck<br />
  43. 43. Co-Tweet<br />Listorious<br />
  44. 44. Assess Plan  Create Goals  Execute Measure <br /><ul><li>Measure Regularly
  45. 45. Tools to Help You Keep Track of it All:
  46. 46. Social Mention (SocialMention.com)
  47. 47. Google Alerts
  48. 48. Google Analytics
  49. 49. Re-Evaluate Your Plan Quarterly (or more often as needed!)</li></li></ul><li>SocialMention<br />Google Analytics<br />
  50. 50. Contact Information<br />Kristina Dooley<br />Kristina@EstrelaConsulting.com<br />Michael Fleischner<br />Michael.fleischner@petersons.com<br />Thank You!<br />

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