eMarketing Techniques at the Speed of Light - by Brad Kleinman

eMarketing Techniques for Educators How to take advantage of the web to grow enrollment Sponsored by…

Today’s Agenda
8:45AM – 10:00AM – Keynote Speech
10:00AM – 10:15AM – Break
10:15AM – 11:15AM – Christian Campagnuolo
11:15AM – 12:15PM – Richie Escovedo
12:15PM – 12:30PM – Break
12:30PM – 1:45PM – Todd Gibby
1:45PM – 3:00PM – Bill Bradfield
3:00PM – 3:15PM – Break
3:15PM – 4:30PM – Make It Happen Session

Keynote Speech Outline
Accountability
Web 1.0 -> Web 2.0
Social Media Trends
Benefits of eMarketing
Creating your Marketing System
Specific eMarketing Techniques
Website Optimization
Email Marketing
Search Engine Optimization
Social Media Optimization

Caveat #1 – The 80/20 Principle

Caveat #2 – Water from a Firehose

Caveat #3 – Have Fun!

Caveat #4 – Marketing Foundations

Accountability

Accountability
Choose a partner
Introduce yourself
Commit to do ONE thing you learn today
Connect outside of this workshop
Check up with each other - MIH

The New Web

The New Web
A user driven virtual world
User driven content
Rich, interactive and user-friendly
Community and Social Network
Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc

If These Walls Could Talk

Who was the person of the year in 2006?

Conduit/Feedburner
iContact/Constant Contact
LinkedIn/Facebook
PBWiki/WetPaint
Digg/StumbleUpon
Upcoming.org/Confabb
Technorati/Blogger
Just a few Web 2.0 sites…

Statistics & Trends
Social media trends
Facebook over 150M, $15B value
A blog is created every half second
Over 150K videos uploaded to YouTube every day

Statistics & Trends
Community College Trends
Budgets going down
Enrollment going up
Administrators are primarily baby boomers

Benefits of eMarketing
Easy to use
Easy to quantify
Easy to customize
Easy to interact with users
Time Efficient
Cost efficient
High Return on Investment

Creating a Marketing System

Optimizing Websites for Conversion
Design
Capture viewers attention immediately
Make sure you have a call-to-action
Get them to come back
Analysis
Google Analytics
Google Optimizer

Capture Attention Immediately

Have a call-to-action

Google Analytics – Tracking Success

Tracking Goals in Google Analytics

Use Google Website Optimizer

Website Best Practices 1.) Make it EASY to buy 2.) ENGAGE your users 3.) Make sure you GET their email

Use Email Marketing
Offer a value-based monthly newsletter
Cost effective
~ 500 = $15/month
View opens and clicks
Know exactly who opened it and when
Develops relationships
You open email from people you trust

Email Marketing Best Practices
Focus on users needs (80%/20%)
Have a call to action
Track results and follow-up

How do you managing relationships?
Customer Relationship Management
Knowledge is power
Gathering inquiries from website
Synchronize with email marketing
Create a follow-up protocol
Coordinate with your team

Organic VS Paid Search

SEO VS PPC

eMarketing Best Practices – SEM
Use title tags
Key in to your keywords
Inbound links !

Getting Started with Social Media
What is it?
POST Strategy
Some of our favorites:
YouTube
LinkedIn
Facebook
Twitter
Blogs

Getting Started with Social Media From Groundswell by Charlene Li and Josh Bernoff

RSS – The common denominator

The Technology & The tools

Using Video

Using Twitter

Using Ning

Using Facebook

Create Your Marketing System

Thank you! Brad Kleinman [email_address]

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eMarketing Techniques at the Speed of Light - by Brad Kleinman

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eMarketing Techniques at the Speed of Light - by Brad Kleinman Presentation Transcript