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Social Media Comes Last #edSocialMedia

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The truth is if you don’t have all your other ducks in a row then you simply aren’t ready for social media. In this presentation we will go through a step by step guide of everything that you need to know before running into this new medium unprepared.

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Social Media Comes Last #edSocialMedia

  1. 1. Why Social Media Comes Last<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />
  2. 2. Why Am I Talking to You?<br />?<br />
  3. 3. What I Do…<br />
  4. 4. Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />
  5. 5. Outbound Marketing<br />
  6. 6. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  7. 7. Inbound Marketing<br />Social Media is Only One Channel!<br />
  8. 8. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
  9. 9. Blogging
  10. 10. Social Media
  11. 11. SEO
  12. 12. Offers / CTAs
  13. 13. Landing Pages
  14. 14. Emails
  15. 15. Lead Intel
  16. 16. Analytics</li></ul>Process<br /><ul><li> Publish
  17. 17. Optimize
  18. 18. Promote
  19. 19. Target
  20. 20. Capture
  21. 21. Nurture
  22. 22. Test
  23. 23. Analyze
  24. 24. Repeat</li></li></ul><li>Slow Down…<br />
  25. 25. Questions<br />First there are a few questions to ask yourself<br />
  26. 26. If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
  27. 27. If people can’t find it,does it matter?<br />
  28. 28. What is the purpose of our website?<br />
  29. 29. What is Important?<br />
  30. 30. IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailing List<br />Alumni Donations<br />
  31. 31. Is Your Website a Well Oiled Machine?<br />
  32. 32. So Many Directions to Go…<br />
  33. 33. Inbound Marketing<br />Success Pyramid<br />Be Social<br />Blogging<br />Link Building<br />Content Creation<br />Calls to Action Landing Pages<br />On-Page SEO<br />Keyword Research<br />SubDomain<br />URL Structure<br />Analytics Installed<br />Site Layout<br />Site Architecture<br />Lead Tracking Setup<br />
  34. 34. Inbound Marketing Book<br />Learn about:<br />Get Found<br />Convert<br />Analyze<br />
  35. 35. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  36. 36. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  37. 37. Defining Goals<br />Business Goals<br />What your site must accomplish?<br />Who is your audience?<br />What makes you special?<br />
  38. 38. Free Website Grader Report<br />http://website.grader.com/<br />
  39. 39. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  40. 40. Content Is King!<br />
  41. 41. Content is More Important than Design!<br />
  42. 42. Content<br />Create great content that tell your stories<br />If you don’t have this the rest won’t matter<br />
  43. 43. This Is An Ongoing Process<br />
  44. 44. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  45. 45. Site Architecture<br />Initial Layout www.edustyle.net<br />Look and Feel<br />
  46. 46. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  47. 47. Navigation<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
  48. 48. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  49. 49. Search Engine Crawlers Are Your Blindest Users<br />Yahoo<br />Microsoft<br />Google<br />
  50. 50. The Lynx Browser<br />http://bit.ly/lynx<br />
  51. 51. Accessibility<br />508 Compliance<br />Search Engine Optimizationdoteduguru.com/seo<br />CSS friendly<br />educheckup.com<br />
  52. 52. SEO is Usability and Accessibility<br />
  53. 53. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  54. 54. Site Intelligence<br />Site Search<br />Analytical Tracking<br />Lead Intelligence<br />Conversions<br />http://doteduguru.com/web-analytics<br />
  55. 55. Choosing an Analytics Package<br />
  56. 56. How Do You Convert?<br />Conversions require Landing Pages<br />A Landing Page is a Page with a Form on it.<br />
  57. 57. IMPORTANT<br />Give Us Money!<br />But How?<br />Applicants<br />Schedule a Visit<br />Download Catalog<br />Get on Mailing List<br />Alumni Donations<br />
  58. 58. Landing Page Best Practices<br />
  59. 59. Three Steps of a Landing Page<br />The Call to Action<br />The Landing Page<br />The Follow-Up<br />
  60. 60. The Call to Action<br />Are your offers compelling?<br />Call to action best practices<br />Create urgency<br />Include an image<br />Contrasting colors<br />Be specific/inspirational<br />
  61. 61. The Landing Page<br />
  62. 62. The Landing Page<br />Keep it simple<br />Little to no navigation or other links<br />People scan, don’t read<br />Bullet points<br />Pictures<br />Bold copy<br />Five second rule<br />Make it instantly obvious what they will get<br />Shorter the form the higher the conversion rate<br />Possible alternative call to actions<br />
  63. 63. The Follow-Up<br />Thank you page<br />Auto response email<br />Additional channels to connect<br />Opportunities for further engagement<br />Lead Nurturing<br />Email Marketing<br />Phone Calls<br />
  64. 64. Thank You Page Examples<br />
  65. 65. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  66. 66. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
  67. 67. YouTube Isn’t Alone<br />
  68. 68. YouTube Isn’t Alone<br />Buy a video camera – Less than $200<br />YouTube Account – Free ($0)<br />
  69. 69. Audio<br />http://itunes.stanford.edu/<br />
  70. 70. Audio<br />Olympus WS 400 – Less than $100<br />iTunes Account – Free ($0) <br />
  71. 71. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
  72. 72. Student Blogs<br />Typepad Pro – Unlimited $15/month<br />Wordpress.org Install – Free ($0)<br />Blogger – Free ($0)<br />Find Out If Your CMS Supports Blogging!<br />
  73. 73. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
  74. 74. Social News<br />http://engineering.tamu.edu/news/<br />
  75. 75. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
  76. 76. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  77. 77. Link Building<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
  78. 78. Site Authority<br />
  79. 79. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  80. 80. Site Optimization<br />Finely tuning the site that you have created now that you have search ranking intelligence and analytical data.<br />URLs<br />MetaKeywords<br />PageTitle<br />Headers<br />Meta<br />Description<br />http://doteduguru.com/seo<br />
  81. 81. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  82. 82. Marketing Efforts<br />Landing Pages<br />Email Marketing<br />Advertising<br />Promotional<br />
  83. 83. Landing Page Best Practices<br />The Call to Actions<br />Compelling Offers<br />Best Practices<br />The Conversion Page<br />Keep it Simple<br />People Scan, don’t read<br />What Happens Next?<br />Response Email<br />Thank You Page<br />
  84. 84. So Where To Start?<br />Defining Goals<br />Content<br />Site Architecture<br />Navigation<br />Accessibility<br />Site Intelligence<br />Multimedia/Web 2.0<br />Link Building<br />Site Optimization<br />Marketing Efforts<br />Social Media<br />
  85. 85. Social Media<br />Build Relationships<br />http://doteduguru.com/social-media<br />
  86. 86. Social Media Connections<br />http://wayne.edu/connect/<br />
  87. 87. Final Thoughts<br />
  88. 88. Inbound Marketing is NOT a sprint… it’s a Marathon<br />
  89. 89. Consistency is Key!<br />
  90. 90. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
  91. 91. Blogging
  92. 92. Social Media
  93. 93. SEO
  94. 94. Offers / CTAs
  95. 95. Landing Pages
  96. 96. Emails
  97. 97. Lead Intel
  98. 98. Analytics</li></ul>Process<br /><ul><li> Publish
  99. 99. Optimize
  100. 100. Promote
  101. 101. Target
  102. 102. Capture
  103. 103. Nurture
  104. 104. Test
  105. 105. Analyze
  106. 106. Repeat</li></li></ul><li>Be Actionable<br />
  107. 107. Why Social Media Comes Last<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />

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