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eMarketing Techniques for Virginia Community College System


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Brad Kleinman's keynote speech at the 2008 VCCS Hire Education Conference at The Homestead.

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eMarketing Techniques for Virginia Community College System

  1. 1. eMarketing Techniques How to take advantage of Web 2.0 and Social Media to grow your organization today By Brad Kleinman WorkSmart - eMarketing
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Accountability </li></ul><ul><li>From Web 1.0 -> Web 2.0 </li></ul><ul><li>Social Media Trends </li></ul><ul><li>Benefits of eMarketing </li></ul><ul><li>Create your Marketing System </li></ul><ul><li>Specific eMarketing Techniques </li></ul><ul><li>Q & A </li></ul>
  3. 3. 4 Caveats… <ul><li>80/20 </li></ul><ul><li>Water from a Firehose </li></ul><ul><li>Have fun! </li></ul><ul><li>Foundations </li></ul>
  4. 4. Accountability
  5. 5. Accountability <ul><li>Choose a partner </li></ul><ul><li>Introduce yourself </li></ul><ul><li>Commit to do ONE thing you learn today </li></ul><ul><li>Connect outside of this webinar </li></ul><ul><li>Check up with each other - MIH </li></ul>
  6. 6. The New Web <ul><li>A user driven virtual world </li></ul><ul><ul><li>User driven content </li></ul></ul><ul><ul><li>Rich, interactive and user-friendly </li></ul></ul><ul><ul><li>Community and Social Network </li></ul></ul><ul><ul><li>Incorporation of Video and Mobile </li></ul></ul><ul><li>Ex. Blogs, wikis, social networks, online video, etc </li></ul>
  7. 7. The Machine is Us/ing Us
  8. 8. Who was the person of the year in 2006?
  9. 9. The New Web
  10. 10. Statistics & Trends <ul><li>Social media trends </li></ul><ul><ul><li>Facebook over 122M, $10B value </li></ul></ul><ul><ul><li>A blog is created every half second </li></ul></ul><ul><ul><li>Over 150K videos uploaded to YouTube every day </li></ul></ul>
  11. 11. A Vision of Students Today
  12. 12. Benefits of eMarketing <ul><li>Easy to use </li></ul><ul><li>Easy to quantify </li></ul><ul><li>Easy to customize </li></ul><ul><li>Easy to interact with users </li></ul><ul><li>Time Efficient </li></ul><ul><li>Cost efficient </li></ul><ul><li>High Return on Investment </li></ul>
  13. 13. Creating a Marketing System
  14. 14. eMarketing Best Practices - Microsite 1.) Make it EASY to buy 2.) ENGAGE your users 3.) Make sure you GET their email
  15. 15. eMarketing Best Practices – Email <ul><li>Focus on users needs (80%/20%) </li></ul><ul><li>Have a call to action </li></ul><ul><li>Track results and follow-up </li></ul>
  16. 16. eMarketing Best Practices – Email <ul><li>Use your prime real estate </li></ul><ul><li>Assume your email will be skimmed </li></ul><ul><li>Have an interesting subject line </li></ul><ul><li>Sender from name </li></ul><ul><li>Run a spam checker </li></ul><ul><li>Avoid CAPS in Subject line </li></ul>
  17. 17. eMarketing Best Practices – SEM <ul><li>Use title tags </li></ul><ul><li>Key in to your keywords </li></ul><ul><li>Inbound links ! </li></ul>
  18. 18. eMarketing Best Practices – SEM <ul><li>Page title </li></ul><ul><li>Keyword density </li></ul><ul><li>H1 , H2, H3 tags </li></ul><ul><li>Bold text </li></ul><ul><li>Anchor text </li></ul><ul><li>Keyword phrase or theme for each page </li></ul><ul><li>Robot friendly page URL </li></ul>
  19. 19. Use Social Media
  20. 20. Thank you! Brad Kleinman [email_address]