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Recruiting And Marketing In The Web 2.0 World
 

Recruiting And Marketing In The Web 2.0 World

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    Recruiting And Marketing In The Web 2.0 World Recruiting And Marketing In The Web 2.0 World Presentation Transcript

      • 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
    • 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
    • Outline
        • 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 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
    • 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
    • Recruiting & Web 2.0
        • 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
    • Tools you can use
        • 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
    • The Pipeline
        • 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
    • Tracking the stages
        • 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
    • 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
    • Evaluate & Adjust
        • 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
    • 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
    • Web 2.0 Don’ts
      • 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
    • Contact
      • Malgosia Green , CEO
        • [email_address]
      • Michelle Caers , VP Business Development
        • [email_address]