College Marketing Network
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Presentation given by Steve Evans at the College Marketing Network

Presentation given by Steve Evans at the College Marketing Network

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  • 1. Net Natives - The Attraction Business Why talk about it? The key tools to use and how to use them What to do next…? Thank you and contacts What we’re going to talk about
  • 2.  
  • 3.  
  • 4. Who uses social networks? 661 twitter users in Preston over 13,700 14-17 year olds used Facebook last month in Preston over 12,000 MDs in Preston on LinkedIn
  • 5. Don’t believe the hype
  • 6. Set your Goals
    • What do you want to achieve?
    • Student enrolment
    • College brand awareness
    • NEET engagement
    • Stakeholder communication and engagement
    • Employer Engagement strategy
    • Improve your overseas penetration
    • SEO (Search Engine Optimisation)
    • Knowledge of your college’s brand perception
  • 7. See how you are already being represented Profile Group Page
  • 8. New Facebook Pages Use the images at the top to promote course ideas and open days Comment on schools and businesses to reinforce brand awareness Tabs are easier to see Promote your brand and build relationships
  • 9. Moderate your Page FB Page moderation
  • 10. Facebook Pages Create a branded destination
  • 11. Build self-contained ‘mini websites’ Facebook Pages
  • 12. Engage with interactive content such as embedding videos Facebook Pages
  • 13. Create dynamic course feeds Facebook Pages
  • 14. Have on-page registration Facebook Pages
  • 15. Be creative - encourage users to like your Page Facebook Pages
  • 16.
    • Why?
    • Over 13,700 14-17 year olds used Facebook last month
    • 1,750 like Gordon Ramsay and Jamie Oliver in Preston
    • It’s where the majority of young people spend their time online
    • 50% of users return daily
    Facebook Advertising
  • 17.
        • Landing page on Facebook - prospective students want to stay on Facebook, let them!
        • Be bold - it’s interruption advertising, catch their eye
        • It’s not Google - your prospective students aren’t searching for you, you’re giving them an idea
        • Monitor your success - if your ads aren’t working consider trying a different combination of title, copy and image
        • Test your campaign
        • Everyone’s an individual - each needs their own ad
    Facebook Advertising
  • 18.  
  • 19. Facebook Advertising to NEETs- Engaging the Disengaged
    • Be social - keep your landing pages within Facebook
    • Be clever - no long forms! Keep things short and extra sweet
    • Be creative - promote your course in partnership with local businesses
    • Be lateral - appeal to their sense of fun
    • Be diverse - don’t think one advert will get you students, you need a huge variety of ads
    • Be direct - calls to action must be clear
    • Be respectful - auto respond to every message you receive
    • Be interesting - make your ads funny and eye catching
  • 20. Using Facebook Places Before you do anything, you need to claim your Facebook Place
    • Utilise the collective reach of your current student’s networks to build awareness among prospective students
    • Increase connections on Facebook Business Page
    • Reward students who check in regularly with discounts on books
    • Encourage checkins using existing social media vehicles including your Facebook Page
  • 21. Using Twitter
    • What is it?
    • Twitter is a social and informational network made up of 140-character messages called Tweets. It
    • allows you answer the question "What’s happening?" and discover the latest news related to
    • subjects you care about.
    • What to post…
    • Keep it interesting - share links that are relevant to the education sector
    • Talk about your upcoming events
    • Promote your courses
    • Engage with your followers by asking for their opinions
    • Post links to your job openings
    • Keep your followers informed of what you’re up to - treat it like a mini newsletter
  • 22. Using Twitter
    • Terms
    • Retweet = sharing a tweet of another user
    • Starting with @tweeter= reply to a tweet
    • Hashtags (#) = Help to designate topics that people might search for e.g. #EMA is a clickable link that’ll take you to all the other tweets about #EMA
    • Tips
    • A logo will give your account a more professional look
    • Your username should be the name of your College
    • Your bio should have effective “search” terms such as College
    • Feed your tweets to your wall on Facebook
  • 23. Using LinkedIn
    • LinkedIn is the de-facto social media site for business
    • Expand on your college profile
    • Join and engage relevant Geographical, Business and Education Groups
    • Create your own LinkedIn Group for alumni and for relevant business sectors
    • Set up alerts for the people you wish to contact, e.g. alumni, or businesses
  • 24. Group Discount Sites
    • As the name would suggest, this is a great way to get groups of people buy.
    • Offer group discounts on vocational courses
    • Collective marketing
    • Effective way to reach mature and part time students
    • Creates viral word-of-mouth promotion
    • Groupon, Groupola, Living Social, KGB Deals, Pooodle and Wahanda
  • 25. Top Tips for Blogging
    • Your blog is NOT a newsletter
    • Know your audience
    • Define your goal i.e. promote open days, jobs, new courses etc
    • Be consistent - keep the same formatting and style throughout
    • Be inviting by offering value to your audience
    • Make them engaging and useful to the readers
    • Invite comments
    • Promote through email and your website
    • Feed your blog to a dedicated Facebook tab
    • Link to your posts using Twitter and LinkedIn
    • Engage with polls and surveys using sites like
    • Have one blogger for each specialism
  • 26. Using Video sites
    • Not all videos need opt in from students
    • Wonderful opportunity for student and staff creativity
    • Most video sites allow you to add a title, description and tags to any video you upload
    • Use search engine friendly descriptions
    • Where possible, embed videos into your website
  • 27. Google
    • Make sure you have an official description on Google Maps
    • Ensure your profile is keyword rich for SEO
    • Add ALL relevant contact details to your profile
    • Add videos and photographs to your profile
    • Encourage positive reviews and references from students
    • Use Google Trends and Google Alerts to track what people are talking about or searching on that’s relevant to your college/areas
    • Use display advertising to promote your brand
  • 28. Be Mobile
  • 29. Promote your social presence
    • Don’t forget to let people know about you!
    • Email signatures
    • Website(s)
    • Hard copy brochures
    • Through your blogs
    • On business cards
    • Integrate the mediums
  • 30. What to do next…?
    • Measure and monitor your existing social presence
    • Listen & learn , be prepared for negativity as well as positivity
    • Map out a strategy against your goals, brand and message
    • Involve HR & Marketing and any other relevant stakeholders (students?)
    • Agree a social media policy
    • Appoint an internal social media manager to manage the message
  • 31. Thanks for listening, hope it was useful. There’s loads more information found on our website... @netnatives [email_address] 01273 734640 Get in touch!