Meeting of the Minds 2010
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Meeting of the Minds 2010



At Our Kids Media's 2010 Meeting of the Minds, Travis Allison, Jim Huinink, and Agnes Stawicki speak to Toronto and Mississauga-area private and independent schools about the changing world of ...

At Our Kids Media's 2010 Meeting of the Minds, Travis Allison, Jim Huinink, and Agnes Stawicki speak to Toronto and Mississauga-area private and independent schools about the changing world of marketing in education. Topics covered are social media, online optimization, and how to make the most of marketing with Our Kids Media.



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Meeting of the Minds 2010 Meeting of the Minds 2010 Presentation Transcript

  • meeting of the minds
  • Top Five Tips for Social Media for Your School
  • be helpful
  • it’s important because...
  • you should use it because...
  • our website viewers Twitter – 4500/month Facebook – 2500/month
  • 1. 1 person, 1 hour/day
  • 2. start at Facebook
  • goal=show leadership
  • leverage your skills
  • 400 000 000
  • 55 minutes
  • 38 year old woman
  • WOM
  • newsfeed • fans (likers?) • fans’ friends
  • username
  • 3. be on +
  • #2 engine
  • google juice
  • there vs. perfect
  • there vs. perfect
  • here, today
  • 33% 33% 33%
  • • team tweeting • scheduling • assignment
  • 4. monitor what is being said about you
  • Google Alerts • your name • your company’s name • your industry: “private school canada”, “summer camp ontario” • your closest competitor
  • RSS
  • Google Reader
  • speak in pictures
  • videos too
  • Five Quick Hits to Increase Traffic from Google and other search engines
  • #1 Submit Your Site to Google Places
  • How to Set Up Google Places Google account > Account Settings > Try something new/more > Business Solutions > Google Places Or search for “google places”
  • Track The Success of Your Listing
  • #2Install Google Analytics
  • Google Analytics: How to Google account > Account Settings > Try something new/more > Google Analytics Insert code into footer of every page Start collecting information
  • Understand Traffic
  • #3 Basics of SEO & Search Marketing On Page Tell people what your site and its pages are about Use your site to tell people as much as you can about your school
  • Your website is a publication Don’t assume that people & search engines know what it is about
  • Download Google’s SEO Starter Guide 2008/11/googles-seo-starter-guide.html
  • #4 Get Optimal Backlinks to Your Site Links to your site tell search engines that your site is important and they can tell about your site. • Students, parents, staff and anyone else with websites or blogs • Directories: local, educational, general (most are free) • Proper variation in anchor text: Great Lakes Christian High School is a Christian high school serving the Niagara Region
  • Use Google Adwords #5
  • Adwords: How to Your Google account > Google Adwords • Set up parameters, including geographical • Create campaigns & ad groups • Bid on keywords & create compelling ads (within the format restrictions) • Set your max CPC for each keyword & set your maximum daily budget • Review regularly, as this is very dynamic
  • Advantages of Using Adwords: • Only pay when people click on your site • Viewed across the web wherever Google ads are displayed, (including Gmail) • Complete control of your budget
  • Disadvantages & Limitations of Adwords: • Amateur errors can be costly (don’t make typos!) • People tend to distrust them • Poor quality clicks • Click fraud
  • Adwords, Advertising & Organic Search • Adwords, Advertising & Organic Search • Adwords & other web advertising can be important to marketing • Adwords is especially useful if you have no organic presence at all (e.g. new site or heavily competitive vertical) • Organic results have much(!) better click-throughs and much more trust
  • Resources: Keyword Tools Keyword tools collect data from previous user searches and offer estimates of search volume for specific words and phrases that are related to each other. (None of these are perfect but they do offer important marketing insights)
  • Resources: Keyword Tools • Google’s own tool is all you need: • Keyword Discovery: (my 2nd favourite; once/6 months or so) • Wordtracker: (offers 7 day free trial)
  • Resources: Keyword Tools • An appropriate caution: “Five Reasons Your Keyword Tool May be Lying to You” blog/five-reasons-your-keyword-tool-may- be-lying-to-you-and-ours-might-too.html
  • Resources: More Google Tools Webmaster tools: • Offers some insights into things that might be really wrong (e.g. broken links) • Some like this but it’s too much irrelevance • Free • Google Trends: • Neat, fun and can tell you about seasonality and other larger trends • Restricted to very high level terms
  • Resources: Some Trustworthy Advanced SEO Information • Webmaster Central blog: • Matt Cutts, Google’s spam cop and liaison with the SEO industry: • Search Engine Land: • Survey of search engine ranking factors:
  • MAxIMIzE your marketing Free initiatives to stretch your marketing efforts
  • What’s new and what works? Social Media Open House Email Marketing Radio TV Print • 67% of online searches are driven by offline channels • 44% of people in Canada belong to a social networking site and is on the rise • Retailers and brands on facebook or with microblogs agree that they have helped maintain clients and grow bottom line
  • Amplify your efforts Amplify your 1. Where can you share your blog, twitter and facebook pages? 1 sh 2. Can you automate a postings/feeds with tools and widgets? 2 p to
  • Facebook Twitter LinkedIn Pull RSS feed of News or Blog
  • powerful resource to streamline online updates !
  • ‘Sharing’ and ‘Tweeting’ ‘Sharing’ and ‘Tweeting’
  • Optimize your e-listing • Provide images that showcase different elements of your school (web format) • Add testimonials. Parents search for “school testimonials” • Add content about programs you want to feature. This will help you be found using the keyword search. • Keep your ‘Important Dates’ updated and access your e-listing quarterly to keep content fresh !
  • Free online marketing tips q Add smaller media outlets to your Press Release list q Submit articles to monthly e-newsletters q Be the expert. Blog on a particular topic. Answer questions. q WOM : Get students, coaches, teachers and parents to blog!
  • School E-Newsletters • current families • prospective families • alumni • faculty and staff How do I build my email list? JUST ASK!
  • Email marketing best practices Sender : Use a personal email address and name Subject : only 4 to 6 words Content : exclusive to your subscribers Format : Plain text, HTML or Template
  • Our Kids Canada’s #1 resource for parents searching for independent schools 250,000 copies distributed 70,000 monthly online visitors 15,000 e-newsletter subscribers 5,000 daily blog visitors 1,777 Twitter followers 2,000 families attending expos 20% International online traffic 100% target audience 1,000,000 Families #1 Ranking on