Malgosia Green (CEO, LearnHub) Michelle Caers (VP Business Development, LearnHub) November 3, 14:00-15:15 Recruiting and Marketing in the Web 2.0 world

Malgosia Green (CEO, LearnHub)

Michelle Caers (VP Business Development, LearnHub)

November 3, 14:00-15:15

A little about us... Malgosia Green Designing and building web 2.0 products for over 4 years in Toronto and San Francisco Michelle Caers Over 14 years experience working in higher education and technology in Canada and Internationally

Malgosia Green

Designing and building web 2.0 products for over 4 years in Toronto and San Francisco

Michelle Caers

Over 14 years experience working in higher education and technology in Canada and Internationally

Outline What is Web 2.0? Impact on marketing Impact on recruiting Strategic framework

What is Web 2.0?

Impact on marketing

Impact on recruiting

Strategic framework

What is Web 2.0? Web 1.0: One-way communication Web 2.0: Two-way communication Democratization of content creation Social Interaction

Web 1.0: One-way communication

Web 2.0: Two-way communication

Democratization of content creation

Social Interaction

Web 2.0 and Marketing Traditional marketing: Broadcast your message Web 2.0 Marketing: Markets are conversations Customers have a voice/power Difficult to control your message

Traditional marketing: Broadcast your message

Web 2.0 Marketing:

Markets are conversations

Customers have a voice/power

Difficult to control your message

Example: Chevy Tahoe

Why should you care? Of younger internet users (ages 18-34), 1/3 believe companies should actively market to them via social networks (Cone Research) In 2008, 95.7% of college students will go online at least once a month In 2006 - 59% use the Internet to get info about a school 81% of Indian students interactions online are using social media platforms

Of younger internet users (ages 18-34), 1/3 believe companies should actively market to them via social networks (Cone Research)

In 2008, 95.7% of college students will go online at least once a month

In 2006 - 59% use the Internet to get info about a school

81% of Indian students interactions online are using social media platforms

Recruiting & Web 2.0 Reach students Try to leverage what has already been built Contrast with traditional recruiting techniques

Reach students

Try to leverage what has already been built

Contrast with traditional recruiting techniques

Web 2.0 Marketing Plan Choose your tools Define your process Assign responsibility Calculate ROI Optimize process Periodically evaluate the ROI and adjust

Choose your tools

Define your process

Assign responsibility

Calculate ROI

Optimize process

Periodically evaluate the ROI and adjust

Tools you can use Blogs Micro-blogging: Twitter Social networking Viral Videos Focus on your TARGET market

Blogs

Micro-blogging: Twitter

Social networking

Viral Videos

Focus on your TARGET market

Define your Process Break down your process into stages you can measure Use tools to track metrics for each stage Identify Engage Application Offer Acceptance Visa Arrival

Break down your process into stages you can measure

Use tools to track metrics for each stage

The Pipeline What is the starting point? What is the intended outcome (goal)? Steps in between

What is the starting point?

What is the intended outcome (goal)?

Steps in between

Example: Blog Starting point: people visiting your blog Goal: Sign up for your newsletter Step 1: Initial traffic (identify sources) Referral from homepage Search Traffic Ads Step 2: Click on sign up for newsletter button 100 20 Step 3: Submit email address (goal) 5

Starting point: people visiting your blog

Goal: Sign up for your newsletter

Tracking the stages Google Analytics: free, easy to use Spreadsheets CRM

Google Analytics: free, easy to use

Spreadsheets

CRM

ROI Total cost of initiative Cost of tools + Time Ex. If you are comparing 2 methods to get newsletter sign ups Blog: 15 man hours/month @$50/hour, $100/month in hosting cost, results in 20 sign ups; Cost = $42.50/sign up Total investment $850 - ROI 20 sign-ups Google adwords: $1000 in ad spend/ month, 20 sign ups; Cost = $50/sign up Total investment $1000 - ROI 20 sign-ups

Total cost of initiative

Cost of tools + Time

Ex. If you are comparing 2 methods to get newsletter sign ups

Blog: 15 man hours/month @$50/hour, $100/month in hosting cost, results in 20 sign ups; Cost = $42.50/sign up

Total investment $850 - ROI 20 sign-ups

Google adwords: $1000 in ad spend/ month, 20 sign ups; Cost = $50/sign up

Total investment $1000 - ROI 20 sign-ups

Optimize Common sense Historical data A/B testing Sign Up A B Get notified about special events by subscribing to our newsletter Sign Up Get notified about special events by subscribing to our newsletter

Common sense

Historical data

A/B testing

Evaluate & Adjust Regularly meet you team and get ROI reports Compare initiatives against one another Cut what isn’t working

Regularly meet you team and get ROI reports

Compare initiatives against one another

Cut what isn’t working

Don’t forget... Compare your Web 2.0 initiatives to your traditional initiatives Ex. Recruitment fairs Include travel costs, time away from office, cost to attend, newspaper ads, and the opportunity cost for not doing another initiative

Compare your Web 2.0 initiatives to your traditional initiatives

Ex. Recruitment fairs

Include travel costs, time away from office, cost to attend, newspaper ads, and the opportunity cost for not doing another initiative

Web 2.0 Don’ts Don’t use facebook, orkut or myspace Why? Student profiles are for their friends not “official” Hard to see who the author is or to contact them privately Hard to tell what is official and what is started by students Often the content is not targeted but a general page

Don’t use facebook, orkut or myspace

Why?

Student profiles are for their friends not “official”

Hard to see who the author is or to contact them privately

Hard to tell what is official and what is started by students

Often the content is not targeted but a general page

Web 2.0 Don’ts Try to be clever Try to control what people are saying Transfer offline to online

Try to be clever

Try to control what people are saying

Transfer offline to online

Web 2.0 Dos Identify your audience and speak to them Be a “real” person and establish a relationship Enlist current students and alumni Testimonials go a long way Provide tons of information in small bites in many different formats: include video, blogs and discussions Don’t forget SMS - mobile is increasingly important

Identify your audience and speak to them

Be a “real” person and establish a relationship

Enlist current students and alumni

Testimonials go a long way

Provide tons of information in small bites in many different formats: include video, blogs and discussions

Don’t forget SMS - mobile is increasingly important

Contact Malgosia Green , CEO [email_address] Michelle Caers , VP Business Development [email_address]

Malgosia Green , CEO

[email_address]

Michelle Caers , VP Business Development

[email_address]