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Page 1: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Page 2: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Social media objectives

1. To engage with social media and mobile technology to enhance the institution’s reputation, student & staff experience and deliver efficiency savings

2. To work with colleagues across to institution to achieve far reaching engagement

3. To fully integrate social media & mobile marketing into all core campaigns

Page 3: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Advantages of Social Media

• Online, including social media has become the most influential source in helping consumers make purchasing decisions(Source: Weber Shandwick inline research)

• Be more productive – less time at the same old networking events being sold to!

• Get help• Research• Stay up-to-date• Connect/reconnect

Page 4: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

LinkedIn – a practical guide

• Visibility• Profile• Connect-ability• Google search rank• Enhance SEO• Groups• Discussions, news, updates• Applications• Advertising

Page 5: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Visibility

Page 6: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Complete profile

• Ensure your profile completeness gauge is at 100%

• Current position• At least two previous positions• Education• Profile summary• Profile photo• Specialties• At least three recommendations

• Headline (shows up in search results) – specific, think personal tagline, what’s in it for them

• Write everything for your audience

• Turn profile updates off while mass editing

Page 7: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Connect-ability

• Show all affiliations in your profile, current company, previous companies, education institutions, activities

• Add linkedin badge to email signature

• Import address book

• Mobile application “inPerson”

• 1st level connections you can contact directly• 2nd level through one friend – get introduced• 3rd level through a friend of a friend – get introduced through 2 people

Page 8: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Google search rank

• Make profile public• Give profile a custom url e.g. http://uk.linkedin.com/in/edlayt• Keywords• Include on staff profiles (….?)• Link with other social media

http://uk.linkedin.com/in/edlayt

Page 9: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Enhance SEO

• Outbound links from profile to www.herts.ac.uk

• Outbound links from profile to blogs

http://www.herts.ac.uk/

Page 10: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Groups

• Create or join

• A you a thought leader?

• Do you have something valuable to add?

• Discover new connections – contact directly!

• Get informed

• Stay up-to-date with group digest emails

Page 11: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Discussions, news, updates

• Link in twitter updates #in

• Add value to discussions

Page 12: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Applications

• Events

• Slideshare

• Blog links

• Polls

Page 13: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Advertising

• Targeting

• CPC or CPM

• Bidding system with daily budgets

Page 14: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

Is it working?

• Eyeballs

• Group activity

• Offline linking

• CTR’s

• On-site analytics for landing pages e.g. event registration

Page 15: Ed Layt Marketing Manager 13 January 2010. Social media objectives 1.To engage with social media and mobile technology to enhance the institution’s reputation,

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