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NCCET Webinar - Stop the Bleeding:   Effective eMarketing Strategies to Save Money
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NCCET Webinar - Stop the Bleeding: Effective eMarketing Strategies to Save Money

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Brad Kleinman of WorkSmart eMarketing discusses various eMarketing Techniques Community Colleges are utilizing to grow enrollment.

Brad Kleinman of WorkSmart eMarketing discusses various eMarketing Techniques Community Colleges are utilizing to grow enrollment.

Published in: Education, Economy & Finance

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  • Number of US Facebook Users Over 35 Nearly Doubles in Last 60 DaysMarch 25th, 2009
  • http://mashable.com/2009/05/27/facebook-page-vs-group/
  • Last semester, because of budget cuts, they discontinued printing and mailing their course catalog.  Instead, they put the catalog on-line and drove people to their website with press releases, postcards, e-mail blast and social media using facebook, social media and twitter.  The result has been great.  Enrollments are up 12%.  Customers are happy to get the catalog on-line and they will continue using this process. 
  • “Social networking has surpassed the popularity of email and is a cost-effective way for us to communicate our news and events to the Charlotte Community.  Central Piedmont Community College announced that it has added a social media component to its ongoing marketing initiatives, and created profiles on LinkedIn, Twitter and Facebook.  The new sites will help the College raise awareness of its many degree and certification programs and better communicate its news and events to its many audiences.  It is important to provide programs and services that the public needs and deserves.  Social media promotes dialogue.  By communicating directly with our audiences, we’ll be able to foster two-way communication and build stronger relationships, while simultaneously enhancing our processes.”
  • Transcript

    • 1. Stop the Bleeding:
      Effective eMarketing Strategies to Save Money
      Presented by
      Brad Kleinman
      WorkSmart – eMarketing
      Brad@WorkSmart-eMarketing.com
    • 2. Webinar Agenda
      Creating Your Marketing System
      Marketing Trends
      Market Research
      eMarketing Strategy
      Website
      Email Marketing
      Search Marketing
      Social Media
      Case Study
      Question and Answer
    • 3. Creating a Marketing System
    • 4. Budget Line Increases VS Decreases
      From Marketing Sherpa
    • 5. Significant Barriers to Adoption
      From Marketing Sherpa
    • 6. Market Research
    • 7. Your Website
      Layout and design
      Capturing their attention
      Utilizing social media
      Getting them to come back
      Optimizing for conversion and analyzing success
      Having a call to action
      Gathering their email address
      Using Google analytics to monitor success
    • 8. Revamp Your Website
    • 9. Capture Attention Immediately
      Engaging content
      Strong poignant messaging
      Impactful imagery
      Educational slideshow
      Engaging video
    • 10. Have a call-to-action
      Potential calls-to-action
      Click here to learn more about…
      Forward and backwards buttons
      Take a survey
      Watch a video
    • 11. Google Analytics – Tracking Success
    • 12. Tracking Goals in Google Analytics
    • 13. Use Google Website Optimizer
    • 14. Market Research - User Testing
    • 15. Email Marketing Best Practices
      Planning
      Design, layout, and content
      Tracking and Follow-up
      Easing the pain
    • 16. Your Email Strategy
      Get to know your customers (market research)
      Content versus promotion
      Leverage contributors
      How will you connect online and offline?
    • 17. Building Your List
      Sign up forms throughout your website
      W I I F M ?
      Ask for email when students are signing up
      Make it a requirement
      Networking NetworkingNetworking
      Ask when you receive their business card
    • 18. Email Design, Content and Layout
      Focus on content not promotion
      80%/20%
      Make sure there is a clear call-to-action
      Above the fold (above the scroll)
      Take advantage of the F pattern
      Use headlines and a columned layout
    • 19. Tracking Results
    • 20. Use Split Testing
    • 21. Easing the pain
      CalendarizeCalendarizeCalendarize
      Place monthly blast campaigns in group calendar
      Assign topics to team members
      Focus on content not promotion
      Leverage your community
      Have them write blog posts, use email for blurbs
    • 22. Organic VS Paid Search
    • 23. SEO VS PPC
    • 24. Top 3 SEO Best Practices
      Use title tags
      Key in to your keywords
      Inbound links!
    • 25. Tools for SEO – Website Grader
    • 26. Joining in the Conversation
      Brian Solis, co-founder of the Social Media Club
    • 27. Using Social Media
    • 28. Facebook Stats
      General Growth
      More than 250 million active users
      More than 120 million users log on once each day
      More than 2/3rds of users are outside of college
      The fastest growing demographic is 35+ years old
      From Facebook.com
    • 29. Facebook Demographic Growth
    • 30. Facebook Stats
      User Engagement
      Average user has 120 friends on the site
      More than 5billion minutes are spent on FB each day
      More than 30 million users update statuses each day
      More than 8 million users become fans of Pages each day
      From Facebook.com
    • 31. Facebook is “Attention King”
      From AllFacebook.com
    • 32. Facebook – THE Social NEtwork
    • 33. What’s on your mind?
    • 34. Facebook Events
    • 35. Facebook Advertisements
    • 36. Facebook Public Profiles
    • 37. Facebook Pages Versus Groups
      Pages have more benefits than groups
      Facebook Insights
      More customization flexibility
      Post on friend’s walls as the organization
      Open to anyone, not just Facebook users
      Obtain a vanity URL (over 100 fans)
    • 38. Measure Fan Size AND Interactions
      Fan Size
      Interactions
    • 39. Measure Quantity AND Quality of Posts
      Quantity of Posts
      Quality of Posts
    • 40. Track Website Improvement
    • 41. Update it regularly!
    • 42. Community Colleges on Facebook
    • 43. Using LinkedIn
    • 44. Using YouTube
    • 45. For More Examples…
    • 46. Case Study – Central Piedmont
    • 47. CPCC on Social Networks
    • 48. For More Examples…
    • 49. Creating a Marketing System
    • 50. Question and Answer
    • 51. Stop the Bleeding:
      Effective eMarketing Strategies to Save Money
      Presented by
      Brad Kleinman
      WorkSmart – eMarketing
      Brad@WorkSmart-eMarketing.com

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