![Page 1: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/1.jpg)
Online Marketing: Social Media for Higher Education
By: Kemp EdmondsThis presentation is available now:
j.mp/kempfdu
![Page 2: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/2.jpg)
Start at the end.
![Page 3: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/3.jpg)
and never ends.
It started here...
![Page 4: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/4.jpg)
Self-directed Learning
![Page 5: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/5.jpg)
![Page 6: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/6.jpg)
![Page 7: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/7.jpg)
Important Questions
• Is your website ready to receive and convert?• Do you have positive customer testimonials?• Do you have blog?• Respond to emails? Answer the phone?• Are you listening? Listening comes first.
Social Media often comes last and should-Kyle James, doteduguru.com
![Page 8: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/8.jpg)
Enough about me...
![Page 9: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/9.jpg)
It’s not this.
![Page 10: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/10.jpg)
“IT’S ABOUT GENERATING REVENUE
THROUGH SOLID MARKETING AND
STELLAR CUSTOMER SERVICE, JUST
LIKE IT’S BEEN SINCE THE
BEGINNING OF TIME.”
![Page 11: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/11.jpg)
It’s more like this.
![Page 12: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/12.jpg)
It’s young. It’s growing.
Sources:InsideFacebook.com (US) Feb. 2011Pew Internet Research (US) June 2011 Pew Internet Research (US) Nov. 2010
50% of Americans have an account on
13% of online Americans use
4% are using location based services like
![Page 13: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/13.jpg)
Nearly 100% of online users...
![Page 14: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/14.jpg)
![Page 15: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/15.jpg)
Funnel Evolution
![Page 16: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/16.jpg)
The Sales Funnel (Pre-Internet)
![Page 17: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/17.jpg)
Early Social Media Funnel
Hubspot.com
![Page 18: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/18.jpg)
Death to the Funnel
![Page 19: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/19.jpg)
The Customer Hourglass
Altim
eter
Gro
up -
@jo
wya
ng
![Page 20: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/20.jpg)
Traditional Marketing
Product & Service
![Page 21: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/21.jpg)
Product &Service
Customer Lifestyle
Successful Social Media
![Page 22: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/22.jpg)
It starts with Listening
![Page 23: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/23.jpg)
Research - Take the temperature:• Ask existing customers about communications• Evaluate and observe competitors activities• Follow industry leaders and evaluate
![Page 24: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/24.jpg)
The conversation has begun
![Page 25: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/25.jpg)
Go Where the People Are
![Page 26: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/26.jpg)
Today it’s Facebook
![Page 27: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/27.jpg)
Tech will Change Again
![Page 28: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/28.jpg)
It’s old made new again
This isn’t new
![Page 29: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/29.jpg)
Build a Base
![Page 30: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/30.jpg)
Incentivize + Social Good
![Page 31: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/31.jpg)
Participation is Everything
![Page 32: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/32.jpg)
![Page 34: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/34.jpg)
Lots of Content
![Page 35: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/35.jpg)
Service
![Page 36: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/36.jpg)
Enable your Students
![Page 37: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/37.jpg)
Profile your Students
Students Believe Students
![Page 38: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/38.jpg)
Tom Sawyer’s Fence
![Page 39: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/39.jpg)
Reward
![Page 40: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/40.jpg)
#FDUVAN
Bring your #Hashtag to Life
![Page 41: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/41.jpg)
Don’t move too fast
![Page 42: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/42.jpg)
Centralize Content
![Page 43: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/43.jpg)
http://web.vanderbilt.edu/resources/social-media-handbook/
Don’t reinvent the wheel
![Page 44: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/44.jpg)
Exercise #1: Who are you speaking to?
Explore your: 1. Target audience 2. Target market3. Stakeholders 4. Current students–Assign each a % and rank
• Detail who are represented
![Page 45: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/45.jpg)
• Ask your customers• Ask frontline employees• Ask co-workers• Ask competitors• Ask everyone
Survey the scene
![Page 46: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/46.jpg)
Setting up your strategy
![Page 47: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/47.jpg)
POST • People: Assess your customers’ social activities• Objectives: What do you want to accomplish• Strategy: Plan for how relationships will change• Technology: Decide on your social technologies
The Post Strategy
![Page 48: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/48.jpg)
Begin with Goals…
The Inside Out Strategy
![Page 49: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/49.jpg)
...From Goals Stem Objectives
![Page 50: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/50.jpg)
...Then Measures of Success
![Page 51: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/51.jpg)
Last comes execution
![Page 52: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/52.jpg)
![Page 53: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/53.jpg)
![Page 54: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/54.jpg)
Responsibility & Scheduling
Who is responsible for posting content and responding?
How often will you post? Schedule it.
![Page 55: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/55.jpg)
Listening Kit - Email Alerts
Google AlertsSocial MentionTweetBeep
Tweak your searches…
![Page 56: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/56.jpg)
To manage it use…1. Content calendar2. Content scheduling3. On duty
![Page 57: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/57.jpg)
What are our goals?
Exercise #2: Start thinking about some strategic goals for
FDU. If you have a strategic marketing plan that is a great place to start.
You choose the strategic goals & objective. I will work with you to determine KPIs and tactics.
![Page 58: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/58.jpg)
![Page 59: Online Marketing: Social Media in Higher Education](https://reader035.vdocument.in/reader035/viewer/2022062513/5558e80bd8b42ab8168b4ed3/html5/thumbnails/59.jpg)
Content Factory
Exercise #3: Brainstorm 20 different possible ways to develop meaningful content.
• Student stories• Vancouver Adventures• School activities• Success stories• Students ‘journals’• Student made videos• Vancouver news• FDU news• …