organic marketing: growing your brand in a digital world

Organic Marketing – Growing Your Brand In A Digital WorldPresented by: Kristina Dooley and Michael H. Fleischner

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About UsKristina Dooley• Independent Educational Consultant and IECA Associate Member• Former Director of Admission and Marketing at Andrews Osborne Academy

(formerly The Andrews School)• Former Assistant Director of Admission at Hiram College (OH)• Founder of Estrela Consulting

Michael H. Fleischner• Marketing on the Web for more than 12 years• Managing Director of Peterson’s recruitment services• Developed and manage a number of web sites and blogs (The Marketing Blog)• Author of top selling search engine optimizatoin book, “SEO Made

Simple: Strategies For Dominating The World’s Largest Search Engine”

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Organic Marketing

Branding Through Social Media

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What It Means To You…

•What does your social media say about you?•Are you proactively managing your brand?•Quick search…

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“Independent Educational Consultant”

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Begin From Where You Are…

• Do you have a social media plan? (hint: not just open accounts)

• How does social media fit with your overall marketing communication plan?

• Who owns it? (Do they know that?)

• What are your specific social media/brand management goals? How will you communicate these to your Head/President/CEO/Board?

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How To Develop a Social Media Program

How about some examples of others doing it well?

Check these out…

Assess Plan Create Goals Execute Measure

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Student Blogs

YouTube

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Twitter

Flickr

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Facebook

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Toolbar Variations

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iTunes U

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What’s going on in the rest of the world?

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Assess Plan Create Goals Execute Measure

• What is your experience with social media?

• What type of social media are used by prospective students, prospective student parents, current students, and alumni?

• Do you already have social media accounts?

• What resources do you have?

• Will you handle your efforts internally?

• Who are you trying to reach?

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knowem

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• Will you use all types of social media or just a few? Which? Why? (Twitter, Facebook, YouTube, Flickr, WordPress, ITunes, etc.)

• Who will maintain your accounts and how often will they be updated?

• What type of content will you share/promote?

• What action do you want users to take?

Assess Plan Create Goals Execute Measure

One Question to Ask Before Posting Anything Using Social Media:

Why Will They Care?

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• Be Specific:• 1,000 Facebook Fans by December 31, 2010• 100 new Twitter Followers per month• 10 Blog Page Views Per Day

• Be Realistic

• Make Your Goals Measurable

• Know Who’s Accountable (hint: make sure this is well communicated)

• Meet Weekly/Monthly to Evaluate Progress

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• Build Your Team• You, Colleagues, Current Students/Parents,

Interns, Alums, etc.

• Use Tools to Help Execute• TweetDeck (TweetDeck.com)• Tweet Adder (TweetAdder.com)• Co-Tweet (CoTweet.com)• Listorious (Listorious.com)

• RESPOND!!!

Assess Plan Create Goals Execute Measure

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TweetDeck

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Co-Tweet

Listorious

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Assess Plan Create Goals Execute Measure

• Measure Regularly

• Tools to Help You Keep Track of it All:• Social Mention (SocialMention.com)• Google Alerts• Google Analytics

• Re-Evaluate Your Plan Quarterly (or more often as needed!)

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SocialMention

Google Analytics

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Contact Information

Kristina DooleyKristina@EstrelaConsulting.com

Michael FleischnerMichael.fleischner@petersons.com

Thank You!