digital marketing for higher further education colleges

Why should colleges should use online marketing & social media?

Digital Marketing

Digital marketing is a combination of push and pull Internet technologies to execute marketing campaigns

Traditional Marketing

Re- thinking marketing

TraditionalOutbound Marketing

• Telemarketing• Trade shows• Direct mail• Email blasts• Print• TV/radio ads

Interruption based

NewInbound Marketing

• Search Engine Optimisation• Blogging• Social Media• RSS feeds• Free tools/trials• Video

Permission based

Search Engine Optimisation

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is a technique which helps search engines find and rank your site higher than the millions of other sites in search engines.

Search Engine Optimisation

If you don’t read anything else, read this Guide!

What is SEO - Why is it important?Benefits of SEO :

1. Optimized Search Results – increases the ranking of your website on many search engines.

2. Increase Visibility – Search engine optimization helps to increase search engine visibility

3. Increased Online Traffic – This is a result of increase visibility in the search engines.

4. Cheap – If done properly, SEO helps promote your website for little cost.

Search Engine Optimisation

PAIDPAID

FREE!FREE!

VerticalVerticalSearchSearch

Search Engine Optimisation

People look here in search results according to eye tracking research.

www.webyogi.co.uk

Title

Heading h1

Alt image tag

Copy

www.webyogi.co.uk

SEO - keywords

Keywords used by searchers are not necessarily what we think!

• Over 50% of searchers use key phrases of 3 words or longer

• Vital to a successful SEO campaign

• Local search - location specific key phrases are common use theses in title tags

• Aim to optimise your site on keyword per page with the most search volume

SEO - Optimise your site for keywords

https://adwords.google.com/select/KeywordToolExternal

• Training courses for employers • Apprenticeship provision • Professional Development provision • Higher Education provision • Restaurant, Beauty Salon and Fitness Club • Conference facilities

Can you think of any other terms people might use to search for your services?

SEO - Optimise your site for keywords

www.webyogi.co.uk

SEO & Keyword tools

• Wordtracker - https://freekeywords.wordtracker.com/• SEObook - http://www.seobook.com/• Wordstream - http://www.wordstream.com/• SEOmoz - http://www.seomoz.org/tools• Yahoo clues - http://clues.yahoo.com/• Google insights for search http://www.google.co.uk

/insights/search/#• IIS SEO Toolkit

http://learn.iis.net/page.aspx/791/getting-started-with-the-seo-toolkit/

Local SE0 - Basics

Get listed on …

• Google Places• Yahoo Local• Bing Local • Facebook places

www.webyogi.co.uk

Local SE0 – Social media

Most of the networks have iPhone, Android, and BlackBerry apps. More tips from Mashable

www.webyogi.co.uk

Social Media Enlightenment

Social Media

Social media is just about human beings having

conversations and relationships through the use of  online technology. It’s simply a new form of mass media. It helps SEO by building relationships that may later turn into links and sales

The social media revolution - video

http://www.youtube.com/watch?v=3SuNx0UrnEo

Social media - Why is it important?Benefits of Social media

• Low cost - use social media to create and distribute articles, videos & audio for a fraction of the money it would cost to appear in press, print, radio or TV

• Unlimited access• Simplicity• Global reach• Flexibility• Measurability• SEO social signals

Social media is ……

• Social Bookmarking (Delicious) • Social News (Digg, Reddit) • Social Networking (Facebook, LinkedIn) • Video (Youtube, Vimeo)• Audio (Podcasts, Itunes) • Blogs (Wordpress, eblogger, tumblr,

posterous)• Local Business Listing (Google, Facebook

places)• Brand monitoring (socialmention,

Howsociable)• Q&A – Quora, Yahoo answers

• Reputation management• Events & tweet ups• Photosharing (flickr)• Presentation sharing

(slideshare)• Social Broadcasting (Youtube) • Ratings and reviews (yelp,

Google places) • Location based marketing

(Foursquare, Gowalla)• Viral Marketing (Youtube,

Articles & PR)

The conversation prism

The Conversation Prism gives you a whole view of the social media universe, categorized and also organized by how people use each network.

So many networks…

So little time!

Social media dashboards

But… there are tools you can use to help manage social media sites..

•Hootsuite•Tweetdeck•Sproutsocial

Facebook AnalyticsYoutube InsightsTopsyTweetstatsbit.lyTwitter AnalyzerKloutPeerIndex Social Mention

Backtype BoardreaderCoComment Hootsuite Yahoo Site Explorer Omgili Graphs IceRocket Compete.com

Some Free Social media listening & monitoring tools

Social media networks

Facebook

• Largest social media site • 750 million participate • Fan pages popular with businesses

Your Facebook page is a gateway to other social media streams, with news, pictures, videos & posts from your blog Facebook should definitely be a part of YOUR social media efforts.

Facebook – how to use it

• Create a Business Page • Use Facebook applications • Promote events• Promote your sales, promotions and offers • Get feedback• Ask questions

Facebook – Case study

http://www.excellencegateway.org.uk/page.aspx?o=299885

Twitter

Twitter provides an easy outlet for daily interaction with students, parents, college news, well wishes, announcements, student congratulations and re tweets of positive messages/pictures

Twitter – how to use it

•Create a twitter profile •Strategically build your following•Listorious, twellow, #hashtags•Tweet events•Tweet promotions, offers

www.webyogi.co.uk

Twitter case study

Youtube

• 2nd largest search engine• Use your keywords when uploading a video• Spread your videos across the internet• Brand your account• Create a series of videos• Build a network

Youtube case study

http://www.youtube.com/watch?gl=GB&v=kpEcCjpbm5w

Flickr

Photostreams on Flickr are a nice way to focus on special events sponsored by your college or held on your campuses.

Flickr

Flickr – What can you do?

• Search for your institution name in Flickr • Create a Flickr group (e.g Amherst College) gather

existing users and ask them to post pics of your college

• Discover great photos for your next publications• Launch a contest and invite users to post their

best shots about your institution• The winners could have their photos published on

your website or in your next magazine…

Linkedin

LinkedIn is perhaps one of the most effective social media platforms for business to business networking.

Linkedin

•Create a solid company profile•Join several groups and become involved•Connect with specialist employers •Ask and answer questions •Give and ask for recommendations•Ask for introductions

www.webyogi.co.uk

Q+A Sites

Questions & Answers

www.webyogi.co.uk

Which channels right for my business?

• Blogger outreach• Video• Local search marketing• Mobile marketing• Groupon/offer sites• Corporate web site• Free content (ebookswhite

papers)• Online communities• Webinars• Podcasts

• Display Advertising• Email Marketing• Pay-Per-Click Advertising (PPC)• Online Public Relations• Search Engine Optimization

(SEO)• Affiliate Marketing• Social Media Marketing • Viral Content Campaigns• Conversion Rate Optimization • Blogging/Microblogging

www.webyogi.co.uk

It depends on business objectives & audiences!

• Brand awareness• Web traffic• Online course bookings• Recruitment• Sales• Leads• Promotion • Reputation management• Public relations

What makes a good Social Media Campaign ?

Old Spice “Smell Like a Man, Man.” Old Spice spokesman Isaiah Mustafa was an interactive online hit responding to questions submitted by fans on Twitter in 180 Web videos.

He proposed marriage to one fan's

girlfriend. She accepted.

From the Forbes Magazine Article entitled “The Best-Ever Social Media Campaigns” Author - Victoria Taylor – 8/17/2010

What makes a good Social Media Campaign ?

A. Buzz, participation & engagement

These types of content are popular…..

• How to’s • Asking questions • Competitions • Quizzes• Polls• Widgets• White Papers• Viral games- farmville

What’s Hot in Social Media?

Source: Social Media and Online PR Report, Econsultancy & bigmouthmedia

www.webyogi.co.uk

Juicy Social media links – yum !

You’ll love these links!

• Hubspot inbound marketing blog – Marketing Resources for small businesses: strategic Internet marketing tips and links to much more.

• Social Media Examiner – Social Media Examiner is a free online magazine designed to help businesses discover how to best use social media tools

• Mashable – Social Media news blog covering cool new websites and social networks

• Duct tape marketing blog – Small business • marketing coaching and consulting ideas &

strategies that are simple & effective.

DemographicsWhere do people go online & what

do they do?

www.webyogi.co.uk

Who is using which sites?

Source : Flowtown

http://www.forrester.com/empowered/tool_consumer.html

Forrester research – Use this tool!

!8-24 yr olds in the UK tend to be Joiners & Spectators

Joiners like•Facebook•Myspace

Spectators like•Blogs•Video•Forums•reviews

http://www.forrester.com/rb/research

How people behave online

• Creators• Critics• Collectors• Joiners• Spectators• Inactives

Content Marketing

Text – where people put across views, opinions or write blog posts.

Images – images and photos

Audio – social media enables you create podcasts or radio shows

Video – video sites mean that you can record entertaining videos for the world to see.

Check out : http://www.junta42.com/content-marketing-playbook.aspx

Information highway…

www.webyogi.co.uk

Create more highways… through content

• SEO (people link to great content)

– More Visitors

– More Google links

• Social Media (people share great content)

– Word-of-Mouth

– Develop Relationships

• On & offline tactics• Timely• SEO• Social media – networks, content, blog• Online PR• Strategy & campaign plan• Measurement

Digital Marketing plan….

The Digital Marketing Mix

Start with your business/website goals and create valuable content for your audiences

Research your online landscape for the most appropriate marketing mix for your digital strategy

Use web analytics, on and offline conversion tracking and optimisation to measure campaigns

Implement the tactics that fit your business goals best.

www.webyogi.co.uk

• Research what your target audiences are searching for on Google

• Listen, engage and participate through social media• Develop an digital marketing plan that meets business

objectives & customer needs• Optimise your web content to meet Google best practice• Create and distribute content that will promote your

expertise and drive targeted traffic to your website • Implement content & link building strategies to help you

achieve high Google rankings• Measure your activities through web analytics

See : How to write an online marketing plan

8 Steps to digital marketing success….

www.webyogi.co.uk

• Digital marketing consultancy• SEO & Social Media audits• In-house Training & Workshops• Twitter, Facebook, Linkedin for business

courses• Online campaigns & PR management

Services

www.webyogi.co.uk

Connect with Webyogi….

Email : info@webyogi.co.ukSite: www.webyogi.co.ukWays to Connect:Twitter: @webyogiLinkedIn: http://www.linkedin.com/in/yvettebordleyFacebook: webyogidigitalmarketing