more than just another channel - uniconexed.org...more than just another channel putting social...
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More Than Just Another Channel Putting social media thinking at the
heart of your marketing strategy
Susie Hill Director of Technology & Operations
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Let’s take a poll…
2 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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Do you have a strategic marketing plan?
3 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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Live Poll Results
4 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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Are you using social media now?
5 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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Live Poll Results
6 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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If you have a strategic marketing plan where have you considered social media?
• Market Research & Competitive Analysis
• Marketing Strategy
• Marketing Tactics
• Budget, Resources & Timeline
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 7
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Search Engine Marketing
(SEM)
Search Engine Optimization
(SEO)
Pay per Click Advertising
(PPC)
Pay per Click Advertising
Social Media Marketing
Email Marketing
Additional Components
QR Codes Videos Webinars
Alumni Recruitment/
Business Development
Placement Search
Blogs
B Branding
L Lead Generation
Visibility V
B L
V
B
V
L
V
Connection Content
V L
V
L
V
L
L B
V
Understanding Online Marketing
8 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
L
V
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Where to embed Social Media Marketing
• Market Research & Competitive Analysis
– Where is your target market looking for executive education options?
• Searches
• Social Networks such as LinkedIn
– What are your competitors doing with online marketing?
• Where do they show up? How do they present themselves?
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 9
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Where to embed Social Media Marketing
• Marketing Strategy
– What are you goals?
• Lead Generation
• Branding
• Visibility
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 10
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Where to embed Social Media Marketing
• Marketing Tactics
– What tactics will you use to meet your goals?
• Giving something away
• Showcasing success to attract your target market?
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Where to embed Social Media Marketing
• Budget, Resources and Time
– Do you have what it takes to meet your goals?
– Do you have the right subject matter experts to make it happen?
– Are you investing the time it takes to meet your goals?
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Which stage are you?
• Newbie
– Just getting started or dipped a tow in the water
• Starting to Blossom
– We’ve started and have more work to do
• Rockstar
– We’ve hit it out of the ballpark! We’ve reached our goals and are reading to reach the next level
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 13
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Newbie
• Assess your goals and needs
• Have a short term strategy
• Get started immediately
• Measure your success and build on it
• Ask for help
– Use an outside consultant or firm if necessary
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Starting to Blossom
• Evaluate current activities
– What is working? What is not working?
• Build on your efforts
• Establish KPIs (key performance indicators)
• Plan for the long term
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 15
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Rockstar
• Perform continuous analysis on your metrics
• Create Predictable Results With Targeting
• Foster Viral Sharing With Incentives
©2012 Susie Hill, Sharath Sriman; The University of Tennessee 16
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You can’t Manage what you don’t Measure: ROI
• How to Measure Social Media Marketing Performance
1. Define Key Performance Indicators (KPIs) and Measure Against Them
2. Create Predictable Results With Targeting
3. Foster Viral Sharing With Incentives
17 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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It’s your turn…
18 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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How can you use social media tools to promote your
programs and increase sales?
19 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee
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Q&A
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Thank you!
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