increasing social media & web presence 101
DESCRIPTION
As higher education institutions look to establish footholds in new markets and to position themselves as a major player in the highly competitive market, we will evaluate several strategies for marketing each through various social media channels and Web presence. The purpose of this presentation is to provide higher education institutions a broad overview of New Media and Web initiatives, including best practices. Geared towards high-level conversations, this presentation aims to catalyze discussions and raise questions, not simple to drive tactics or answer questions.TRANSCRIPT
INCREASING SOCIAL MEDIA AND WEB PRESENCE 101
Joe Szejk
Thought Leadership Series
402-960-4528
Presentation Overview
The purpose of this presentation is to provide higher education institutions a broad overview of New Media and Web initiatives, including best practices. Geared towards
high-level conversations, this presentation aims to catalyze discussions and raise questions, not simple to drive tactics or answer questions.
Contact the presentation author for detailed conversations or to discuss how you can maximize your Web and social media presence.
Joe Szejk is the former Vice President of Enrollment and Marketing at College of St. Mary (NE). With a broad background in communications, enrollment and marketing, he specializes in research, financial aid, and communications plans. He has spoken at the National Small College Enrollment Conference on multiple occasions and his work on CSM's microsite was the
subject of an article in USA Today. When not learning new Excel functions or working on a graphic novel with his best friend, Joe enjoys spending time with his wife and children. He may be reached at: [email protected]
MARKETING & RECRUITMENT IN THE TECHNOLOGICAL AGE
New media allows institutions to engage in conversations with various stakeholders on a visceral and relevant manner on platforms that connect student motivations with business
objectives. By integrating new media into a larger marketing and recruitment plan, institutions have the ability to comprehensively establish brand, build social capital and expand reach.
That said, managing the pipeline will always have a place in marketing & recruitment. To be successful in today’s landscape institutions must provide real value to students at their
current motivational stage in the process, not try to simply push them to another stage.
Put another way. You cannot manage people; you can only manage motivations. The reality is that the funnel is an antiquated ideal to an old-fashioned problem.
Let that sink in.
Because we cannot control student behavior, a communication plan or marketing strategy focused on only moving students through the funnel can only ever have tangential,
happenstance success.
Address motivation and you will render the funnel irrelevant.
WHAT IS NEW MEDIA MARKETING?
As Lorem College looks to establish foothold in new markets and to position itself as a major player in the highly competitive market, we will
evaluate several strategies for marketing each through various social media channels and Web presence.
Social MediaWeb Presence
CampaignsSearch Engine Optimized
Targeted PagesBlogging
Mobile-FriendlyPay Per ClickBoosted PostsAnalytic-heavyTargeted Ads
User generated ContentVideo
LEAD GENERATION - LEAD CULTIVATION CONCORDANCE
LEAD GENERATION LEAD CULTIVATION
Lead Genration without Culivation is low yield.
Lead Cultivation without Generation is empty
pipeline.
Equal in importance, they are interdependent on one another for a thriving, vibrant marketing & recruitment plan.
NEW
M E DIA
BEST PRACTICES WEB & SOCIAL MEDIA
• Maximize SEO and update on a regular basis.• Test titles, meta-tags and SERP.• Build a customer-friendly Web page that is mobile-
friendly and easy to navigate.• Monitor Google Analytics daily.• Map social media, advertising & web updates at least
two months in advance to allow for tweaking as necessary.
• Mix between organic and paid campaigns based upon time of year, institutional calendar, events, travel, etc.
• Run small, limited campaigns that dovetail with larger plans (PR, media, travel, events.)
• Fish where the fish are: use different platforms for different reasons and aimed at different audiences.
• Leverage internal resources to serve as external advocates, particularly through user-generated content. Content is king.
• Consider alternatives to Big Dogs. • Adjust as you get more information.• Test, test and re-test. Always.
A FEW CONSIDERATIONS TO BEGIN A NEW MEDIA STRATEGY
• Generally speaking, 90% of prospective college students and influencers use the Web as their first means of college research.
• Social media rules and audiences are always changing, e.g . "Likes” are much more difficult to get thanks to new rules -> boosted posts.
• The average consumer spends less than 10 seconds on a Web site searching for what they're looking for.
• Greater than 80% of young people (<35) have a tablet or smartphone.
• Today's consumer is much more sophisticated, savvy and aware of the “sell,” so always be authentic and relevant.
USABILITY & DESIGN• Begin from the customer point of view.• Design with a business objective in mind. • Position content that is relevant to key
stakeholders' interests up-front.• Begin value proposition on front page.• Minimize number of nav points - simplify.• Present clear call to action in two clicks.• Balance enough information vs. too much.• When in doubt, simplify!
Rules to Remember
NEW MEDIA TODAY AND TOMORROW
Social media and the Web are threads in the branding and recruitment tapestry. Remember - we're still in the shakin' hands and kissin' babies business.
Interconnectedness with overarching strategy often shapes effectiveness of Web and Social media.
Today is obsolete.
Access to user data is seemingly limitless. Knowing which information is relevant is wisdom.
Twenty years ago, the market was mainly defined by the competition. External forces are shaping higher education marketing in revolutionary, and challenging, ways. Consider the following four factors.
Questions. .. .?Contact Joe Szejk for more.