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Recruiting And Marketing In The Web 2.0 World


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Recruiting And Marketing In The Web 2.0 World

  1. 1. <ul><li>Malgosia Green (CEO, LearnHub) </li></ul><ul><li>Michelle Caers (VP Business Development, LearnHub) </li></ul><ul><li>November 3, 14:00-15:15 </li></ul>Recruiting and Marketing in the Web 2.0 world
  2. 2. A little about us... <ul><ul><li>Malgosia Green </li></ul></ul><ul><ul><ul><li>Designing and building web 2.0 products for over 4 years in Toronto and San Francisco </li></ul></ul></ul><ul><ul><li>Michelle Caers </li></ul></ul><ul><ul><ul><li>Over 14 years experience working in higher education and technology in Canada and Internationally </li></ul></ul></ul>
  3. 3. Outline <ul><ul><li>What is Web 2.0? </li></ul></ul><ul><ul><li>Impact on marketing </li></ul></ul><ul><ul><li>Impact on recruiting </li></ul></ul><ul><ul><li>Strategic framework </li></ul></ul>
  4. 4. What is Web 2.0? <ul><li>Web 1.0: One-way communication </li></ul><ul><li>Web 2.0: Two-way communication </li></ul><ul><ul><li>Democratization of content creation </li></ul></ul><ul><ul><li>Social Interaction </li></ul></ul>
  5. 5. Web 2.0 and Marketing <ul><li>Traditional marketing: Broadcast your message </li></ul><ul><li>Web 2.0 Marketing: </li></ul><ul><ul><li>Markets are conversations </li></ul></ul><ul><ul><li>Customers have a voice/power </li></ul></ul><ul><ul><li>Difficult to control your message </li></ul></ul>
  6. 6. Example: Chevy Tahoe
  7. 7. Why should you care? <ul><ul><li>Of younger internet users (ages 18-34), 1/3 believe companies should actively market to them via social networks (Cone Research) </li></ul></ul><ul><ul><li>In 2008, 95.7% of college students will go online at least once a month </li></ul></ul><ul><ul><li>In 2006 - 59% use the Internet to get info about a school </li></ul></ul><ul><ul><li>81% of Indian students interactions online are using social media platforms </li></ul></ul>
  8. 8. Recruiting & Web 2.0 <ul><ul><li>Reach students </li></ul></ul><ul><ul><li>Try to leverage what has already been built </li></ul></ul><ul><ul><li>Contrast with traditional recruiting techniques </li></ul></ul>
  9. 9. Web 2.0 Marketing Plan <ul><ul><li>Choose your tools </li></ul></ul><ul><ul><li>Define your process </li></ul></ul><ul><ul><li>Assign responsibility </li></ul></ul><ul><ul><li>Calculate ROI </li></ul></ul><ul><ul><li>Optimize process </li></ul></ul><ul><ul><li>Periodically evaluate the ROI and adjust </li></ul></ul>
  10. 10. Tools you can use <ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Micro-blogging: Twitter </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Viral Videos </li></ul></ul><ul><ul><li>Focus on your TARGET market </li></ul></ul>
  11. 11. Define your Process <ul><ul><li>Break down your process into stages you can measure </li></ul></ul><ul><ul><li>Use tools to track metrics for each stage </li></ul></ul>Identify Engage Application Offer Acceptance Visa Arrival
  12. 12. The Pipeline <ul><ul><li>What is the starting point? </li></ul></ul><ul><ul><li>What is the intended outcome (goal)? </li></ul></ul><ul><ul><li>Steps in between </li></ul></ul>
  13. 13. Example: Blog <ul><ul><li>Starting point: people visiting your blog </li></ul></ul><ul><ul><li>Goal: Sign up for your newsletter </li></ul></ul>Step 1: Initial traffic (identify sources) Referral from homepage Search Traffic Ads Step 2: Click on sign up for newsletter button 100 20 Step 3: Submit email address (goal) 5
  14. 14. Tracking the stages <ul><ul><li>Google Analytics: free, easy to use </li></ul></ul><ul><ul><li>Spreadsheets </li></ul></ul><ul><ul><li>CRM </li></ul></ul>
  15. 15. ROI <ul><ul><li>Total cost of initiative </li></ul></ul><ul><ul><ul><li>Cost of tools + Time </li></ul></ul></ul><ul><ul><li>Ex. If you are comparing 2 methods to get newsletter sign ups </li></ul></ul><ul><ul><ul><li>Blog: 15 man hours/month @$50/hour, $100/month in hosting cost, results in 20 sign ups; Cost = $42.50/sign up </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Total investment $850 - ROI 20 sign-ups </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Google adwords: $1000 in ad spend/ month, 20 sign ups; Cost = $50/sign up </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Total investment $1000 - ROI 20 sign-ups </li></ul></ul></ul></ul></ul>
  16. 16. Optimize <ul><ul><li>Common sense </li></ul></ul><ul><ul><li>Historical data </li></ul></ul><ul><ul><li>A/B testing </li></ul></ul>Sign Up A B Get notified about special events by subscribing to our newsletter Sign Up Get notified about special events by subscribing to our newsletter
  17. 17. Evaluate & Adjust <ul><ul><li>Regularly meet you team and get ROI reports </li></ul></ul><ul><ul><li>Compare initiatives against one another </li></ul></ul><ul><ul><li>Cut what isn’t working </li></ul></ul>
  18. 18. Don’t forget... <ul><ul><li>Compare your Web 2.0 initiatives to your traditional initiatives </li></ul></ul><ul><ul><li>Ex. Recruitment fairs </li></ul></ul><ul><ul><ul><li>Include travel costs, time away from office, cost to attend, newspaper ads, and the opportunity cost for not doing another initiative </li></ul></ul></ul>
  19. 19. Web 2.0 Don’ts <ul><li>Don’t use facebook, orkut or myspace </li></ul><ul><li>Why? </li></ul><ul><ul><li>Student profiles are for their friends not “official” </li></ul></ul><ul><ul><li>Hard to see who the author is or to contact them privately </li></ul></ul><ul><ul><li>Hard to tell what is official and what is started by students </li></ul></ul><ul><ul><li>Often the content is not targeted but a general page </li></ul></ul>
  20. 20. Web 2.0 Don’ts <ul><li>Try to be clever </li></ul><ul><li>Try to control what people are saying </li></ul><ul><li>Transfer offline to online </li></ul>
  21. 21. Web 2.0 Dos <ul><li>Identify your audience and speak to them </li></ul><ul><ul><li>Be a “real” person and establish a relationship </li></ul></ul><ul><li>Enlist current students and alumni </li></ul><ul><ul><li>Testimonials go a long way </li></ul></ul><ul><li>Provide tons of information in small bites in many different formats: include video, blogs and discussions </li></ul><ul><ul><li>Don’t forget SMS - mobile is increasingly important </li></ul></ul>
  22. 22. Contact <ul><li>Malgosia Green , CEO </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Michelle Caers , VP Business Development </li></ul><ul><ul><li>[email_address] </li></ul></ul>