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Using Interactive Marketing to Reach Your Target Demographic:Harnessing the Power of the Internet One Friend at a Time<br ...
Bumper Slide<br />
Time Line of Internet Marketing<br />1998 - Goto.com    <br />Starts PPC Ads<br />2006 – Facebook<br />Opens Doors<br />20...
Pay-Per-Click Marketing Trends<br />Conversion Based Site Development<br />Focus Schools and Programs<br />
CPI Campaign Trends<br />Stabilizing CPI and CPE<br />Cost-Per-Enrollment Tracking by Source<br />Growth of Call Center Le...
Old School SEO Tactics<br />Search Engine Friendly Development<br />Detailed Keyword Research<br />Proper Meta Tags<br />D...
New School SEO<br />Off-page Optimization<br />Blogging<br />Video Optimization<br />Mass Content Distribution<br />Social...
What everyone REALLY wants to talk about…<br />
Why Do People Engage in Social Sites?<br />Connecting with Friends<br />Sharing Common Interests<br />Meeting New People<b...
Where Are We Headed?<br />Dedicated Social Groups<br />Social News<br />Everything On-demand<br />Mobile Is The Medium<br />
Mobile Applications<br />
Facebook Me<br />Dominant Player Currently<br />Growing in Older Demographics<br />Strong Social Norms<br />Has Become a M...
Facebook Example<br />
 Come Visit MySpace<br />Previous Dominant Social Site<br />More than Just Friends<br />Still Loyal Following<br />Allows ...
MySpace Example<br />
Lets Get Linkedin<br />Professional Networking Site<br />Fast Growing<br />Most Underutilized Network<br />Personal Networ...
Linkedin Example<br />
Check It Out on YouTube<br />2nd Largest Search Engine<br />More than just Entertainment<br />Re-use Video Creative<br />C...
YouTube Example<br />
Follow Me on Twitter<br />Extremely Trendy<br />Focused on Short Snippets<br />Allows MySpace-type Customization<br />Pote...
Twitter Example<br />
BYOSN<br />Create Your Own Community<br />Showcase for Students<br />Encourages School Engagement<br />Develop Alumni Netw...
Proprietary Network Example<br />
Building the Case for Going Social<br />Budgeting for Social Networking<br />Building the ROI Case<br />Tracking Results<b...
Questions to Ask<br />Who Owns Social Networking?<br />How to Involve the Whole Institution?<br />How Do I Build Community...
Implications of Social Networking<br />Impact on Communications with Students<br />IT Infrastructure Support<br />Involves...
Social Networking in Admissions<br />Additional Contact Method<br />Stay in Touch with Shoppers<br />Changing Method of Co...
To Dos<br />Should Do<br />Must Do<br />Post Every Video to YouTube<br />Get Linking With Your Business Community<br />Dev...
Integrate Social Media Into Your Site
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Using Interactive Marketing To Reach Your Target Demographic

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Transcript of "Using Interactive Marketing To Reach Your Target Demographic"

  1. 1.
  2. 2. Using Interactive Marketing to Reach Your Target Demographic:Harnessing the Power of the Internet One Friend at a Time<br />Brad Gibbs<br />Chief Growth Officer<br />PlattForm Higher Education<br />Joe Mulvihill<br />Search Engine Optimization Manager<br />PlattForm Higher Education<br />
  3. 3. Bumper Slide<br />
  4. 4. Time Line of Internet Marketing<br />1998 - Goto.com <br />Starts PPC Ads<br />2006 – Facebook<br />Opens Doors<br />2008 – Mobile Apps <br />Gain Popularity<br />2004 – Google <br />Goes Public<br />2003 - Launch <br />of MySpace<br />1997 - Schools <br />Launch Web Sites<br />2007 - Schools Start <br />Social Marketing<br />2001 – Beginning <br />of CPL Leads<br />2005 – Increase of <br />SEM Marketing<br />
  5. 5. Pay-Per-Click Marketing Trends<br />Conversion Based Site Development<br />Focus Schools and Programs<br />
  6. 6. CPI Campaign Trends<br />Stabilizing CPI and CPE<br />Cost-Per-Enrollment Tracking by Source<br />Growth of Call Center Leads<br />
  7. 7. Old School SEO Tactics<br />Search Engine Friendly Development<br />Detailed Keyword Research<br />Proper Meta Tags<br />Dynamic, Targeted Title Tags<br />Clean H1 and H2<br />Integrate Keywords<br />Site Architecture<br />XML Site Maps<br />
  8. 8. New School SEO<br />Off-page Optimization<br />Blogging<br />Video Optimization<br />Mass Content Distribution<br />Social Media Presence<br />Become the Authority<br />Enable Access to Your Message<br />
  9. 9. What everyone REALLY wants to talk about…<br />
  10. 10. Why Do People Engage in Social Sites?<br />Connecting with Friends<br />Sharing Common Interests<br />Meeting New People<br />Professional Research<br />Referrals<br />It’s Fun and Rewarding<br />
  11. 11. Where Are We Headed?<br />Dedicated Social Groups<br />Social News<br />Everything On-demand<br />Mobile Is The Medium<br />
  12. 12. Mobile Applications<br />
  13. 13. Facebook Me<br />Dominant Player Currently<br />Growing in Older Demographics<br />Strong Social Norms<br />Has Become a MUST<br />*250 million active users, 120 million login at least once daily<br />
  14. 14. Facebook Example<br />
  15. 15. Come Visit MySpace<br />Previous Dominant Social Site<br />More than Just Friends<br />Still Loyal Following<br />Allows More Customization<br />
  16. 16. MySpace Example<br />
  17. 17. Lets Get Linkedin<br />Professional Networking Site<br />Fast Growing<br />Most Underutilized Network<br />Personal Networking<br />Connecting with the Business Community<br />Alumni Relations<br />
  18. 18. Linkedin Example<br />
  19. 19. Check It Out on YouTube<br />2nd Largest Search Engine<br />More than just Entertainment<br />Re-use Video Creative<br />Channel Your Efforts<br />Don’t Forget Your Site<br />
  20. 20. YouTube Example<br />
  21. 21. Follow Me on Twitter<br />Extremely Trendy<br />Focused on Short Snippets<br />Allows MySpace-type Customization<br />Potential Uses<br />Enterprise Messaging System<br />Hardcore Followers<br />
  22. 22. Twitter Example<br />
  23. 23. BYOSN<br />Create Your Own Community<br />Showcase for Students<br />Encourages School Engagement<br />Develop Alumni Network<br />
  24. 24. Proprietary Network Example<br />
  25. 25. Building the Case for Going Social<br />Budgeting for Social Networking<br />Building the ROI Case<br />Tracking Results<br />
  26. 26. Questions to Ask<br />Who Owns Social Networking?<br />How to Involve the Whole Institution?<br />How Do I Build Community?<br />How to Control Content?<br />Centralized vs. Decentralized?<br />Who Is My Evangelist?<br />
  27. 27. Implications of Social Networking<br />Impact on Communications with Students<br />IT Infrastructure Support<br />Involves Releasing some Control<br />Ownership of Internal Teammates<br />
  28. 28. Social Networking in Admissions<br />Additional Contact Method<br />Stay in Touch with Shoppers<br />Changing Method of Communication<br />
  29. 29. To Dos<br />Should Do<br />Must Do<br />Post Every Video to YouTube<br />Get Linking With Your Business Community<br />Develop Alumni Groups<br />Engage on Twitter<br />Assign Responsibility<br />Fan Page on Linkedin<br />Profile on MySpace<br />Start Developing Friends<br />Post Consistently<br />Next Years To Dos<br /><ul><li>Develop Integrated Social Strategy
  30. 30. Integrate Social Media Into Your Site
  31. 31. Hire a Social Butterfly</li></li></ul><li>Questions?<br />
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