‘ The World’ using simple Web 2 tools. <ul><li>Suzette Eastmond </li></ul>
Web 2? <ul><li>“ Web 1 was a lean-back experience like tv. -passive but Web 2 is a lean-forward experience in which consum...
Web 2 tools  <ul><li>Blogs </li></ul><ul><li>Google alerts </li></ul><ul><li>Facebook </li></ul><ul><li>Google Ads </li></...
The World  -‘ Y’land <ul><li>A well known tactic in war  is to  ‘find local guides to go into enemy territory.” </li></ul>...
‘ Other’-The Long Tail.  <ul><li>‘ The Long Tail’? </li></ul><ul><li>It is all about niche and finding your customers in t...
Word of Mouth <ul><ul><li>WOM is best created when the experience delivered exceeds the expectations. </li></ul></ul><ul><...
Social Media <ul><li>“ Social media allows you to tap into the conversation that’s already happening around your brand.” <...
<ul><li>Social media involves letting go, it is often viewed as too risky BUT... </li></ul><ul><li>“ If your company doesn...
Who is talking about us?
 
Blogs...weB logs <ul><li>Are open and unfiltered opinions...they are not meant to be filtered. </li></ul><ul><li>Authentic...
How to make a blog-intro
Blog hints  <ul><li>Must be kept up-to-date. </li></ul><ul><li>Need to be easily found. </li></ul><ul><li>You can be the a...
http :// thejuicekerikerihigh.blogspot.com /
 
i
 
 
 
Interactive ,  student to student
Pay per click campaigns  <ul><li>They are measurable and accountable </li></ul><ul><li>Have no up-front costs. </li></ul><...
The benefits. <ul><li>You can target the language(s). </li></ul><ul><li>You can target certain countries and even location...
Google and Facebook Ad Words <ul><li>1/3 rd  of searches are for common key words </li></ul><ul><li>1/3 rd  are on the com...
How to make a Google ad? <ul><li>Go to  https://adwords.google.com </li></ul><ul><li>Start now </li></ul><ul><li>Select cu...
 
 
Google ad word campaign for Showcase New Zealand 2009  Targeting students and their parents and sending them  to  www.show...
Real enquiries generated  <ul><li>Suzette: thank you for your answers. Really I didn´t go to the fair, when was it?  I saw...
 
Facebook ad 2008 <ul><li>“ The ad seems to be working well. </li></ul><ul><li>29 clicks so far (targeted at German school ...
services.google.com/fb/forms/stimulusnz09/z09/ps ://services.google.com/fb/forms/stimulusnz09/
You Tube <ul><li>Used to up-load videos. </li></ul><ul><li>Students are doing this anyway...have you checked? </li></ul><u...
Where?
 
 
www.youtube.com/watch?v=XXgcdTVNhWo
Sharing
Web 2 tools integrated.
Flickr <ul><li>A site to up-load and share photos from.  </li></ul><ul><li>Introduced into New Zealand in 2007.  </li></ul...
Twitter
 
How to manage it all?
Summing up.. <ul><li>Deliver experiences that exceed expectations. </li></ul><ul><li>Then create advocacy tools for your s...
Useful references and links  <ul><li>www.marketingmag.co.nz   </li></ul><ul><li>July 08, ‘Advocates and Ambassadors’, </li...
<ul><li>www.nzherald.co.nz   </li></ul><ul><li>Marketing section most weeks. Look out for Debbie Mayo-Smith and Sean D’ So...
<ul><li>Australian International Education Conference 2007  www.idp.com/aiec  </li></ul><ul><li>‘ Recruiting international...
<ul><li>www.tourismbusinessmag.co.nz  1 st  issue 2009 </li></ul><ul><li>‘ Social Media Marketing (and how to do it),’ Law...
<ul><li>www.management.co.nz   </li></ul><ul><li>May 08, ‘A site for sore eyes’, Steve Hart </li></ul><ul><li>October 07, ...
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The "world’ using simple web 2 tools.

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A presentation on using social media tools by Suzette Eastmond of Vagamundo 2010

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  • The world??? Where elas in the world can we find students??? There are 2 places...
  • (The first 3 points were from a presentation in 07)
  • What are Social media? A definition you here bandied around. Fades in. No clicks
  • How do you know who is talking about you? THIS IS THE HINT THAT MAKES TODAY WORTHWHILE&gt;
  • Easy way to find out is to put your school name into Google alerts. You will then be notified by email when you are mentioned.
  • You can then forward this off to your agents....or inquirers.
  • No clicks needed
  • Blog template site like Blogger .com
  • Click through this if short of time
  • (again if there is enough interest I can run tutorials helping you to set yours up)
  • Click through these instructions if in a hurry. More slides are hidden afterwards
  • Real inquiries were generated...hidden the slides
  • Facebook ads are slightly different with more detail about zooming in on targets.
  • Breaking news, valid until August, $75 free advertising for SME’s.
  • Google home page
  • Search for your school
  • Detailed slides hidden next 6
  • Click all references are next slides hidden. On handout.
  • The "world’ using simple web 2 tools.

    1. 1. ‘ The World’ using simple Web 2 tools. <ul><li>Suzette Eastmond </li></ul>
    2. 2. Web 2? <ul><li>“ Web 1 was a lean-back experience like tv. -passive but Web 2 is a lean-forward experience in which consumers become creators.” </li></ul><ul><li>“ Web 2 is about participation NOT information. It is about sharing lives.” </li></ul><ul><li>“ Web 3 is about profound change...it will be seamless and all mashed up and it is nearly here.” </li></ul>
    3. 3. Web 2 tools <ul><li>Blogs </li></ul><ul><li>Google alerts </li></ul><ul><li>Facebook </li></ul><ul><li>Google Ads </li></ul><ul><li>Facebook ads </li></ul><ul><li>You Tube </li></ul><ul><li>RSS feeds </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter </li></ul><ul><li>.........? </li></ul>
    4. 4. The World -‘ Y’land <ul><li>A well known tactic in war is to ‘find local guides to go into enemy territory.” </li></ul><ul><li>That territory in this case is the space youth reside in...cyberspace </li></ul><ul><li>Our target audience are the youth who reside in Y’land. </li></ul><ul><li>We therefore need youths to go into Y’land with. </li></ul><ul><li>Where and how do we find these guides? </li></ul><ul><li>By using the Web 2 tools to connect to them in cyberspace. </li></ul>
    5. 5. ‘ Other’-The Long Tail. <ul><li>‘ The Long Tail’? </li></ul><ul><li>It is all about niche and finding your customers in the tail of the demand curve </li></ul><ul><li>The new market, via the web is called ‘Other’. </li></ul><ul><li>‘ Other’ can easily total the same as your main source countries </li></ul><ul><li>Web 2 is an enabling tool to make the long tail visible. </li></ul>
    6. 6. Word of Mouth <ul><ul><li>WOM is best created when the experience delivered exceeds the expectations. </li></ul></ul><ul><ul><li>WOM (word-of-mouth) is most valuable way of marketing – now recognized. </li></ul></ul><ul><ul><li>Your customer is a marketing partner . </li></ul></ul><ul><ul><li>The internet has turbo-charged word-of-mouth! </li></ul></ul><ul><ul><li>You need to know what the conversations are about your business. </li></ul></ul>
    7. 7. Social Media <ul><li>“ Social media allows you to tap into the conversation that’s already happening around your brand.” </li></ul><ul><li>-May 09 Simon Young, iJump </li></ul><ul><li>“ Be prepared for a mind-shift, social media is not a campaign but a commitment.” </li></ul><ul><li>-Scott Manly, Ford </li></ul>
    8. 8. <ul><li>Social media involves letting go, it is often viewed as too risky BUT... </li></ul><ul><li>“ If your company doesn’t become voluntarily transparent, your customers (or competitors) will do it for you.” Simon Young June 08 www.marketingmag.co.nz </li></ul>Social media
    9. 9. Who is talking about us?
    10. 11. Blogs...weB logs <ul><li>Are open and unfiltered opinions...they are not meant to be filtered. </li></ul><ul><li>Authenticity is a very important value in Y’land and they are quick to leave ‘spaces’ not considered authentic. </li></ul><ul><li>Blogs are powerful tools for customer communication </li></ul><ul><li>Are not a targeted audience but a desired audience who you are trying to attract. </li></ul><ul><li>Youth marketing workshop 2007 Sydney </li></ul>
    11. 12. How to make a blog-intro
    12. 13. Blog hints <ul><li>Must be kept up-to-date. </li></ul><ul><li>Need to be easily found. </li></ul><ul><li>You can be the administrator and approve what goes up. </li></ul><ul><li>Preferably need the link on your website. </li></ul><ul><li>You can have it emailed directly to the 10 most important contacts e.g. agents, prospects. </li></ul><ul><li>Add the link to it to your emails (caution) and your newsletters. </li></ul>
    13. 14. http :// thejuicekerikerihigh.blogspot.com /
    14. 16. i
    15. 20. Interactive , student to student
    16. 21. Pay per click campaigns <ul><li>They are measurable and accountable </li></ul><ul><li>Have no up-front costs. </li></ul><ul><li>Enables targeting of customers who are already interested (search key words) </li></ul><ul><li>Ad impressions are the number of times a specific ad is served to a part of the web. </li></ul><ul><li>Don’t pay for impressions but key words. </li></ul>
    17. 22. The benefits. <ul><li>You can target the language(s). </li></ul><ul><li>You can target certain countries and even locations within the countries. </li></ul><ul><li>You can choose where on the page your ad will show. </li></ul><ul><li>You pay per click (not view or impression) </li></ul><ul><li>How much per click? </li></ul><ul><li>You get good reports on how much you have spent, where and how. </li></ul>
    18. 23. Google and Facebook Ad Words <ul><li>1/3 rd of searches are for common key words </li></ul><ul><li>1/3 rd are on the company name </li></ul><ul><li>1/3 are the long tail effect (many terms, specifics and you cannot optimize for this) </li></ul><ul><li>Use the key word tool of Google Ad words to find out if people are searching using the key words you are planning to pay for. </li></ul><ul><li>Online ads sell when you are asleep and not there! </li></ul>
    19. 24. How to make a Google ad? <ul><li>Go to https://adwords.google.com </li></ul><ul><li>Start now </li></ul><ul><li>Select currency </li></ul><ul><li>Sign in </li></ul><ul><li>Target countries with languages and locations </li></ul><ul><li>Write ad </li></ul><ul><li>Choose key words </li></ul><ul><li>Calculate pricing, set daily budget </li></ul><ul><li>Review </li></ul>
    20. 27. Google ad word campaign for Showcase New Zealand 2009 Targeting students and their parents and sending them to www.showcasenewzealandschools.com
    21. 28. Real enquiries generated <ul><li>Suzette: thank you for your answers. Really I didn´t go to the fair, when was it? I saw your showcases by internet. I have many question the most important is about de cost. Are the schools public or private? Because if are they private is imposible  for us. The second question is about where do the boys live?, with families or resident for student? In tour website you don´t have many information about the program. Could you give me the name and contact information of your Chilean agent? </li></ul><ul><li>On Apr 24, 2009, [email_address] wrote: </li></ul><ul><li>Susette: tengo dos hijos de 15 y 16 años que desean irse por un periodo a estudiar a New Zeland  y nos informamos de este programa. Le agradecería nos enviará la información de costos, condiciones y que pasará el 27 de Abril. Gracias Rose Marie </li></ul>
    22. 30. Facebook ad 2008 <ul><li>“ The ad seems to be working well. </li></ul><ul><li>29 clicks so far (targeted at German school girls) 58,561 impressions. Total cost $7.30 so far. Average cost per click is 25 cents.” </li></ul><ul><li>.....any up-surge in inquiries?” </li></ul><ul><li>(this ad went on to generate 2.8 mill impressions, 1,118 clicks at an av. cost per click of US11c and a total of US$311.71) </li></ul>
    23. 31. services.google.com/fb/forms/stimulusnz09/z09/ps ://services.google.com/fb/forms/stimulusnz09/
    24. 32. You Tube <ul><li>Used to up-load videos. </li></ul><ul><li>Students are doing this anyway...have you checked? </li></ul><ul><li>Use the links to send videos. </li></ul><ul><li>Put the links onto your blog and Facebook group. </li></ul><ul><li>It can’t be controlled or filtered. </li></ul><ul><li>Easy to up-load. </li></ul>
    25. 33. Where?
    26. 36. www.youtube.com/watch?v=XXgcdTVNhWo
    27. 37. Sharing
    28. 38. Web 2 tools integrated.
    29. 39. Flickr <ul><li>A site to up-load and share photos from. </li></ul><ul><li>Introduced into New Zealand in 2007. </li></ul><ul><li>Students are doing this already. </li></ul><ul><li>Key words used so clients can search? </li></ul><ul><li>Have you checked? </li></ul><ul><li>http://flickr.com/tour/ </li></ul>
    30. 40. Twitter
    31. 42. How to manage it all?
    32. 43. Summing up.. <ul><li>Deliver experiences that exceed expectations. </li></ul><ul><li>Then create advocacy tools for your satisfied customers to use. </li></ul><ul><li>Use a range of these tools in integrated campaigns. </li></ul><ul><li>You want on-line activists for your brand...you have to create them. </li></ul><ul><li>“ The consumer is the departure point for the message not the destination.” </li></ul>
    33. 44. Useful references and links <ul><li>www.marketingmag.co.nz </li></ul><ul><li>July 08, ‘Advocates and Ambassadors’, </li></ul><ul><li>Chandra Cooper-Warren </li></ul><ul><li>Nov 08, ‘Just getting started’, Karim Temsamari </li></ul><ul><li>May 09, ‘Scaling Social media,’ Simon Young </li></ul><ul><li>June 08, ‘What’s the buzz?’, Tony Boyte </li></ul>
    34. 45. <ul><li>www.nzherald.co.nz </li></ul><ul><li>Marketing section most weeks. Look out for Debbie Mayo-Smith and Sean D’ Souza </li></ul><ul><li>‘ A whole new World Wide Web is on the horizon.’ David Smith </li></ul><ul><li>www.unlimited.co.nz </li></ul><ul><li>September 07, Toolkit section ‘The Online Buzz.’ </li></ul><ul><li>September 07 ‘Facing down Facebook,’ Karyn Cartelle </li></ul><ul><li>‘ Wikinomics- How Mass Collaboration Changes Everything’ (expanded edition) by Don Tapscott and Anthony D. Williams Penguin Books 2008 </li></ul>
    35. 46. <ul><li>Australian International Education Conference 2007 www.idp.com/aiec </li></ul><ul><li>‘ Recruiting international school students: The myth and the reality’, Mitchell Ross </li></ul><ul><li>Online Communities and International Alumni Networks: Chances, Challenges, and Competitive Advantage’, The Illuminate Consulting group </li></ul><ul><li>‘ Trends, Strategies, and Best practices in International Student Recruiting’, Illuminate Group for ENZ March 07 </li></ul>
    36. 47. <ul><li>www.tourismbusinessmag.co.nz 1 st issue 2009 </li></ul><ul><li>‘ Social Media Marketing (and how to do it),’ Lawrence Smith </li></ul><ul><li>‘ What are the top social media trends for 2009?’, Annie Gray </li></ul><ul><li>‘ Twitter: Is it twitty?’, Lawrence Smith </li></ul><ul><li>‘ Guerrillas in our midst’, Diana Clement </li></ul>
    37. 48. <ul><li>www.management.co.nz </li></ul><ul><li>May 08, ‘A site for sore eyes’, Steve Hart </li></ul><ul><li>October 07, ‘Online and opinionated’, Ruth </li></ul><ul><li>La Pla </li></ul><ul><li>www.nzbusiness.co.nz </li></ul><ul><li>July 08, Greg Murphy </li></ul><ul><li>International Student Recruitment and Marketing </li></ul><ul><li>Tim Rogers, ‘Converting enquiries to enrolled students.’ </li></ul><ul><li>The National Bank Seminar Series, Bizzone. Auckland 2009 </li></ul>
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