University 2.0

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University 2.0

  1. 1. ONLINE MARKETING PROPOSAL FOR UNIVERSITY
  2. 2. UNDERSTANDING DIGITAL MARKETING
  3. 3. ONLINE FOR BRANDING AND LEADS Generate awareness Develop capability for You are there only if of your products or people to contact you they can find you services online. Visibility Engagement Awareness Branding Leads Provide information Build Trust & to engage people Credibility with ongoing basis. potential customer
  4. 4. Alumni Placements Nature of Engagement University Life Joining Decision making Interview, and grooming. Test preparation Nature of Community ENGAGE AT EVERY STAGE OF LIFECYCLE
  5. 5. IMPLEMENTATION SCOPE Website Micro site SEO PPC SMM ORM Mobile The website is We can work out SEO is common As a practice we We can just not This is must for It is important to good. very basic micro and must for any don’t recommend workout SMM any digital engage your site for the website. aggressive PPC, proposition at venture as any audience over engagement. but advocate social network brand needs mobile social social network sites but can also online reputation media. It is next ads on facebook. engage your management. big thing in audience over marketing and various other you should not inline activities. miss this out.
  6. 6. Engage customers • Engage, interact, and Blogs and Forums promote with help of Awards, Polls, Contests • Interact with audience on relevant blogs, • Incentivizes the forums, and customer to promote Paid Ads communities and publicize • Accomplish short-term • SELL THE CONCEPT lead generation 1 Engaged Customer objectives via paid ads. 1 ORM Paid Ads at Content Sites, Forum 3 Personal Networks Banner Social Networking Ads UNIVERSITY Sites 2 Engaged Prospect communities 2 Paid Ads at SNS • Build communities on SEO Facebook, Orkut and other community Reach TG platforms. • Review sites • Inside peeks, stories, • Local city sites gossips, etc • Engage, interact, and promote with help of Community Optimizaion Awards, Polls, Contests • Reach out to people via SEO and SMO • Spreading content where it reaches the TG for them to engage with it.
  7. 7. ENGAGEMENT OPPORTUNITIES UNIVERSITY PHASE 1 2 3 4 PRESENCE Social networking Social network app. Mobile app. Advergaming It needs progressive It is must for any Mobile apps are Internet and mobile engagement, which is brand to have desired for growth. It based advergaming missing. engagement. In the is more important app is desired for competitive market when the fans and growth and environment fans and prospect are mostly engagement. prospects need glued to mobile. additional tool of association. Visibility Engagement Awareness Branding Leads DON’T FORGET: * Will share activities for each engagement opportunities soon.
  8. 8. EXECUTION APPROACH Community Content Proliferation Presence & participation Reputation management Viral Campaigns Online community Content Proliferation Presence & participation Moderation and Viral Campaigns for development for brand across the internet- at top forums, blogs reputation management reach and engagement promotion and sales News, Photos, Videos, where relevant generation PPTs, Polls, Contests, customers visit. Feedback
  9. 9. Test Grooming & Student life Alumni Preparation Interview ENGAGEMENT OPPORTUNITIES* * The social network presence on facebook, twitter etc. is basic in nature and is always part of the engagement
  10. 10. Visibility Engagement Awareness Branding Leads Micro site Video Test Grooming & Student life Alumni Preparation Interview ENGAGEMENT OPPORTUNITIES BENEFITS TO UNIVERSITY Association: The micro sites will help engage prospect as initial stage of decision making and walk them through the selection process. Visibility: The micro site as promoted by the university will not only engage the prospect but will also create visibility. Apart from the microsite there will be extensive engagement on blog, forum, and review sites. Branding: The regular engagement, and visibility will generate enough interest and positive branding. Lead Generation: The micro site will engage the interested student and generate targeted lead.
  11. 11. Visibility Engagement Awareness Branding Leads Blog Video Test Grooming & Student life Alumni Preparation Interview ENGAGEMENT OPPORTUNITIES BENEFITS TO UNIVERSITY Association: The micro sites will help engage prospect as second stage of decision making and walk them through the selection process – group discussion and personal interview. Visibility: The micro site as promoted by the university will not only engage the prospect but will also create visibility and respect for the university. The lifestyle, grooming tips will help them get into pre joining engagement. The regular engagement, brand visibility will generate enough interest and positive branding. Lead Generation: The micro site will engage the interested student and generate targeted lead.
  12. 12. Visibility Engagement Awareness Branding Leads Blog Video Test Grooming & Student life Alumni Preparation Interview ENGAGEMENT OPPORTUNITIES BENEFITS TO UNIVERSITY Visibility: In the third stage of the admission process when students are in the process of deciding where to join. They need information on the student life, curriculum, events at university, industry interface, alumni integration. It is important for university faculty (at least some of them) to have presence and engagement on all prominent social networking sites, review sites, blogs and journals. Engagement: The prospect wants to interact with professors, and dean. They want to listen to them. The good idea is to have a faculty blog, video testimonials etc. for the engagement. A few articles and teaching note will also help generate positive image Lead Generation: The prospect who have shown interest are the qualified leads. Right guidance and information can help university convert them into university student.
  13. 13. Visibility Engagement Awareness Branding Leads Blog Video Test Grooming & Student life Academicians Preparation Interview ENGAGEMENT OPPORTUNITIES BENEFITS TO UNIVERSITY Visibility: In the fourth stage of the admission process when have either decided to join or joined and want to interact with alumni. Engagement: the prospect wants to interact with alumni. They want to listen to them. The good idea is to have a alumni blog, video testimonials etc. for the engagement.
  14. 14. ACHIEVEMENTS Visibility Engagement Branding ORM evangelist Closure Community Online Presence Brand Building ORM Lead Generation Sales
  15. 15. IMPLEMENTATION PHASES PHASE 0 [NOW TO PRELAUNCH] PHASE I [PRELAUNCH] PHASE II [POSTLAUNCH] • Sell the concept • Continue campaigns from previous phase • Focus on generating engagement • Build presence across the internet • Extensive banner campaign • Talk about the success of the client • Capture audiences at related forums • Insider stories and progress • Capture and promote content
  16. 16. MEASUREMENT AND REPORTING SEO SMM PPC • SEO implementation progress • Social Media Reports based on channels • PPC implementation progress • Organic rankings on major search engines selected • Total Clicks and Spending – CPC (Cost Per • Website traffic and Conversion report • Accomplishments of the month Click) and CTR (Click Through Rate) • Accomplishments of the month • Next month plan • Conversion Metrics - Total No of • Next month plan • Other specifics measurability parameters Conversions; Conversion percentage - Cost identified during measurability Per Conversion • Other specifics measurability parameters identified during measurability implementation. • Accomplishments of the month implementation. • Website traffic and Conversion report • Other specifics measurability parameters identified during measurability implementation. Measure Lead Generation and Sales+ Brand Promotion + Engagement + Brand Recall + Increased probability of Sales
  17. 17. RESPONSIBILITIES Client We • Business knowledge transfer • Overall online marketing roadmap • Content & creative creation (Raw content including Videos) • Support conceptualization of new campaigns and applications • Support conceptualization for new campaigns • Social media marketing execution • Define messaging and product positioning • Online reputation management • Community participation support / Domain expertise (Engage with • Lead Community Participation community) • Search Engine Optimization • Promotion (leveraging other channels including offline) • Paid Ads • Feedback & reviews • Online PRs & social bookmarking • Measurability, analysis & recommendations Measure [Results | Rankings | Traffic | Members | Engagements | Feedbacks | Tonality | Queries | Customers]
  18. 18. Vision Acquisition and loyalty of profitable customers Customer Centric Digital Marketing Program SEO & SEM Direct Marketing Rich Media Search Engine Social Media EDMS, SMS Viral Blogging Virtual ORM Chat Marketing Marketing Campaign Marketing Services Seminars Thanks
  19. 19. APPENDIX I
  20. 20. WHAT IS ONLINE ENGAGEMENT Optimizaion blogs/forums Reach TG Develop communities Paid Ads • Reach out to people via • Interact with audience • Review sites • Build communities on • Accomplish short-term SEO and SMO on relevant blogs, • Local city sites Facebook, Orkut and lead generation • Spreading content forums, and • Engage, interact, and other community objectives via paid ads. where it reaches the TG communities promote with help of platforms. for them to engage with • SELL THE CONCEPT Awards, Polls, Contests • Inside peeks, stories, it. gossips, etc
  21. 21. SEARCH ENGINE OPTIMIZATION (SEO) VISIBILITY, AWARENESS & LEAD GENERATION Understanding SEO Relevant Traffic Understanding Market Measurability • All our SEO resources are • Its not about rankings, its • Conduct “Marketing driven • Build End-to-end measurability seasoned SEO professionals. about relevant traffic and SEO promotions” rather than for successful implementation conversions. “optimization driven SEO and ROI based decision promotions”. making. We ensure our customers are able to best leverage the search engines
  22. 22. Website Analysis On Page Off Page Campaign And Technical Audit Optimization Optimization Effectiveness week 1st to 2nd 3rd to 5th 6th to 10th 11th to 12th Milestone 1st 2nd 3rd 4th Website Analysis & On page Optimization Off page Optimization Review and maintenance of SEO Phases Technical Audit, Link ranking. Popularity or Link building. Forum Submission, Article Blogs creation & submission Press Release Submission, Community Portals, Submission Classified Adds Submission Submission in Social Groups. Strategic Note: On monthly basis reports related to the work done will be shared with client. SEO activity minimum duration of 6 months for the effective result. An experienced and dedicated online marketing team will review, research and will give feed back for required changes to be done in the site and will work continuously on the project. Campaign Effectiveness: Will be done in parallel to the above activities. SEO FRAMEWORK
  23. 23. SOCIAL MEDIA MARKETING (SMM) INTERACTIVITY, ENGAGEMENT & BRAND PROMOTION Communication Define message Blogging is must Build brands Measure SMM • Define the “right • Develop virality in the • Develop corporate blog, • Build & leverage a • Build End-to-end customer message and Promote build communities and corporate brand, as well measurability for communication” message in the social leverage existing as brand for key successful media world forums, blogs individuals in the implementation and company ROI based decision making. We help our customers reach their targets and build branding
  24. 24. Corporate Site COMPARE CONNECT Idea – micro site FIND Search ADVERTISE Micro-Blogs PUBLISH CONVERSE Blogging Social Networks CONNECT Chat / IM AUDIENCE Social Media Activities Customer Activities Mail & Mail group Wiki Bookmarking SHARE Photo Sharing PROMOTE Slide Sharing Social Video & Internet TV Start Pages READ Social News PUBLISH Feed Syndication Network of Networks CREATE Mashups & Widgets DEVELOP App Platforms OUR SOCIAL MEDIA FRAMEWORK
  25. 25. Bad Customer Unsolved Bad Lost Revenue Experience Issues Reputation Solution? Connect Discover Collaborate Publish ONLINE REPUTATION ENGAGEMENT & BRAND BUILDING Engagement Set record straight Integrate ORM Content seeding Monitor discussions • Be as authentic as •Accept the negative •If you like us, tell others. •Community backfire can • Promote providing possible feedback and consider it If you don’t, tell us be very strong negative feedback to you •Engage with potential as opportunity to •Integrate ORM as part of •Ensure you only use only and existing customers improve your product or customer service experts for content •Ensure people don’t talk service seeding negative in other forums. •Your opportunity to set record straight
  26. 26. ORM execution needs to care of legal, and Personal Restrictions. The execution need to take care of client participation, editorial, Motivation, ORM can not be branding and content strategies, managed overnight. It creation involvement of is a continuous client for the ORM. process. considerations. Manage Work on plan Build Confidence Create Foundation Set Expectations Execution Communication Incorporate Client Observations and The communication on Considerations while variations on issues, the digital channel is working on the plan. and managing ORM calculated and Long tail issues engaging. MANAGED ORM SOLUTION
  27. 27. PAY-PER-CLICK ADVERTISEMENTS (PPC) LEAD GENERATION Google Adwords Landing page experts PPC Optimization Measurability • All our PPC resources are • Our experts ensure your ad- • Use Google adwords and • Build End-to-end measurability Google Adwords certified. copy as well as landing pages multiple other PPC alternatives for successful implementation are best suited for causing (MSN, Yahoo, Miva, Baidu, and ROI based decision conversions niche search portals, Ad- making. Networks) for best ROI. We ensure our customers get the best traffic at the lowest per-click costs to meet their growth objectives
  28. 28. APPENDIX II
  29. 29. Tagging Community User- Generated Content 2.0 ECOSYSTEM 2.0 Ecosystem Slideshare Vlogs & Podcasts Mapping & Mashups
  30. 30. Creating Content Embedding Into User Participation Open Architectures (an indicative list) Applications Blogs Tagging RSS Mashups Wikis Discussion Boards APIs Social Networks Online Videos Forums Podcasts Blog Photos Applications PROMINENT SOCIAL NETWORKING SITES FOR CONTENT PROLIFERATION:
  31. 31. 2 1 Jack sees the app. upload on Sam like app. – CAT facebook and decides to preparation. He and engage. uploads app. on the social network. 3 Laura likes the app a lot and puts it on her blog. It is seen by his 500 daily readers.

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