web marketing and social media tool use

Web Marketing and Use of Social Media Tools

fisher.osu.edu/technology

June 2009 by Shaun Holloway

Some Supporting Documents

• ITS Strategic Plan

• Web Strategy and Operational Plan

• Web Style & Communication Guidelines

• Social Media Response Protocol

• Blogging Ethics and Guidelines

Resource

Attract Retain

Serve

EngageSales

Orientation

InformAdvertising Orientation

Web Strategy Model

Design

System Social

InterfaceUsability

NavigationSitemap

IntegrationServer architecture

Database designAdmin tools

New mediaVisibility

ConnectionApplication

Audience Content

Channel

This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.

Each arrow represents a piece of the structural foundation needed to

support the core experience for web interaction and function.

Parallel Development

By: Shaun Holloway, 2008

Web marketing and participation in social media

1) Own website(s)2) External sites

Overview - Web Marketing

• Objective

To enhance the scope and reach of Fisher’s marketing efforts, while connecting and interacting with new and existing audiences


• Foundation is the college’s brand and key messages and communications

• Support administration and operation of:• Fisher’s website• Any and all social media channels


• Two key areas of web marketing:• Free and Paid

• Fisher is/will participate in marketing and social media/networking for free.

• Fisher is/will leverage existing marketing contracts and audience-specific website advertising for pay.

Key Benefits

• Increase the ability for user’s to find Fisher’s website(s)

• Enhance the user experience and consistency of web content

Key Benefits

• Connect and interact with target audiences

• Support student recruitment efforts• Support admitted and current students• Showcase faculty expertise/knowledge

Key Benefits

• Save time and money• Automate delivery of information• Centralize the creation and entry of

content

• Relieve stress on Fisher’s network and web support systems

Leveraging Fisher’s Website

• New web design = marketing real estate• Internal “advertising” space• Cross-sell content• Brand image and identity

• ADA Accessibility, Section 508


• Search Engine Optimization (SEO)

• Goal is to appear in top search results• Web writing – good content and words• Website architecture

• Solid navigation = crawlable• Usability benefit


• Search Engine Optimization (SEO) .

• Browser Title and Description TagsFisher College of Business | The Ohio State University

.

• Meta-descriptionsFisher College of Business at The Ohio State University - you experience the

best of both worlds - a small, flexible program within a large research university. You will learn from the best - great people, outstanding facilities, and an emphasis on innovation and teamwork.

The Fisher MBA – The impact you will make starts here at Fisher College of Business at The Ohio State University.


• Search Engine Optimization (SEO) .

• Meta-keywordsFisher College, Fisher, school, mba, executive education, Max, ohio state mba, rank,

ohio state, osu

• Google and MSN/Bing ignore keywords• value descriptions

.

• Alternative Text = “Alt Tags”

Toolbox of Tactics

• Some other tools• [email protected]• Robot.txt• Google Webmaster Tools• Sitemaps.org• seomoz.org/toolbox• Quantcast.com• SocialMarker.com• Etc.

mailto:[email protected]

Entry into Social Media

• “How to play with others”• Lack of control• Quality over quantity of channels• Rules of engagement

• Preparation + content pipeline + monitoring = sustainability

Building from a Foundation

• Fisher’s website• Hub of engaging and impactful

experiences that attract, retain, and serve

• Strong core is needed to support interconnectedness• Reciprocal and direct links to Fisher• Social Media Optimization

FISHER College of Business

Central Website & Community

Video

Photos

Blogs

Audio

SocialNetworks

YouTube

Vimeo

Veoh

Flickr

Webshots

Photobucket

Fotki

SmugMug

Slide

Yahoo Video

DailyMotion

MetaCafe

Google Video

Facebook

LinkedIn

Forums

Microblogs

Interest

General

Utterly

Blubrry

Interest

General

SitesCompany

Individual

Institution

Organic

Web & Social Media Marketing Basic Model

Feeds BookmarkingEmail / Print

A strong core and foundation is needed to support the interconnection of all the tools and messages, while driving traffic to the core. All of the tools used should support the central core and one another.

Interest

General

Box IndicatesEXAMPLES of Tool and Service Providers


Pyramidal Approach to Social Media

Presented based on level of risk required, continued involvement by the college, and the need to develop a tool so it can support the construction and

maintenance of a more complex tool.

Enter photo-sharing communities

Enter video-sharing communities

Establish blogs and micro-blogs

Create Facebook account

Utilize Podcasts

Actively Participate


Photo-sharing Communities

• Use of Flickr and Webshots• Group contribution• Website, API, and SEO support

• Examples• IPO Photo Contest• Alumni Relations• Custom Flickr API in development

IPO Photo Contest

Started August 18, 2008

As of June 9, 2009

224 photos46 members

Example

IPO Photo Contest fisher.osu.edu/International

Use of a Flickr API

Live stream of useruploads

User-generatedcontent

Example

Video-sharing Communities

• Use of YouTube and Webshots Channels• Think about image/brand of channel• Types of videos uploaded• Internal processes to support and sustain

• Showcase faculty expertise• Showcase student life and events• Showcase programs and the campus


• YouTube Channel possibilities• Analytics• Video advertising• API support for website

• player consistency

• Classic SEO opportunity• Playlists

youtube.com/fisherosu

Visual icon

Marketing Text

URL listing

Playlists

Videos

SubscriptionsSubscribersFriendsFavorites

Highlights

Executive Education video series

Driven from YouTube

Example

MBOE

Testimonials webpage

Driven from Webshots

Example

SlideShow Pro Software

Video LightBox View experimentation

Both hosted on Fisher’s web server

Examples


• Future glimpse• Playlists feeds• Logistics and processes document• Expand use of APIs• Friending and Subscribing• Raise awareness• New web design

• gallery and social media section

Blogging at Fisher

• Hosting and CMS architecture in place

• Developed Blogging Guidelines• Support sustainable activities & processes• Reinforce ethics and etiquette

• Established a “getting started” process• Make sure blog fits

fisher.osu.edu/blogs/internship

Career Management undergraduate initiative

Partnership with Web Services

Used as a case example to develop blogging support, procedures, and guidelines

Began working idea in March 2009 with Mark and Margie

Launched with students in late May 2009

Student Organization Websites

New, centralized system for all student organizations

Running blog CMSWordPress MU on our web server

Most student organizations are taking advantage

Web Services team outreach and training

Began Fall 2008

Student Organization Websites

8 Fisher branded templates available to choose from

Widgets and RSS

Tools like the event calendar

Pages are easily added

Easy to manage andupdate for students

Secure and safe forFisher’s network

Micro-Blogging at Fisher

• Twitter• Integration, connection, and support needed

Facebook Account

• OSU’s Facebook “Wall” and legal issues

• Launch of Fisher’s Facebook account• Integration and connection to other

platforms is key to sustainability• Logistics and processes need established

to sustain content pipelines and reduce redundant content entry

• Timing

Facebook Account

• Connect photography and video accounts• Flickr groups and YouTube videos

• Integration of blog posts and tweets

• Running Examples• MBA Ambassadors Account• GPO Account

Facebook Account – Ambassadors

Facebook Account - GPO

Miscellaneous

• Podcasting• Content is king; look at sustainable series• Working with Ed Tech and OER• Marketing vs. Education

• RSS - Established and expanding

• Social Bookmarking

Miscellaneous

Active Participation

• Continuous effort and time required• All social media/marketing outlets• Established support processes/logistics• Set expectations• Understand legal implications

• User-generated communities• Wikipedia

Paid Web Marketing

• Integrate with marketing plan(s)• Coordinate key messages, audiences,

frequency, and touch-points• Fisher’s brand and identity

• Strategies integrated with print marketing

• Online marketing efforts should be aggregated with other marketing key analytics

Paid Web Marketing

• Utilize still images and flash technologies

• Leveraging existing contracts & relationships• Business First• Columbus Dispatch• Miscellaneous

• Japan MBA website• Military intranet

Paid Web Marketing

• Examples from 2008-2009

Analytics and Measurement

• Fisher’s analytic capabilities• Google Analytics• Google Webmaster Tools• Server log files

• Reports from story or ad placement • Direct – report requested from them• In-direct – report on own server traffic


• Data drives decisions• Experimentation and results

• Examples• Business First trials• GPO use to measure social media

effectiveness to drive to our site• Exec Ed use for ad results• IPO postcard campaign


Google Analytics Dashboard

Stats back to January 3, 2007

Gained control over account in summer 2008

MOST of Fisher’s site tracked

Results of NBMBAA Online Ad


• What’s a “friend” or “follower” worth?• Difficult to determine without precedence,

trials, and sufficient time in existence• Measure of exposure and awareness• Driving traffic to the core – Fisher’s site

• Action-orientation required for all online ads • Participation required for all social media

outlets

Moving Forward

• Continue momentum• Connect and centralize efforts

• Touches other areas of web strategy• Build experience and examples• Strengthen and leverage relationships

across the college• Learn from OSU and others• Slow cultural changes will need to emerge

Web Marketing and Use of Social Media Tools

fisher.osu.edu/its

June 2009 by Shaun Holloway