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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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Page 1: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

More Than Just Another Channel Putting social media thinking at the

heart of your marketing strategy

Susie Hill Director of Technology & Operations

Page 2: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Let’s take a poll…

2 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 3: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Do you have a strategic marketing plan?

3 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 4: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Live Poll Results

4 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 5: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Are you using social media now?

5 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 6: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Live Poll Results

6 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 7: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 8: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 9: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 10: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 11: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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?

©2012 Susie Hill, Sharath Sriman; The University of Tennessee 11

Page 12: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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?

©2012 Susie Hill, Sharath Sriman; The University of Tennessee 12

Page 13: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 14: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

©2012 Susie Hill, Sharath Sriman; The University of Tennessee 14

Page 15: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 16: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 17: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

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

Page 18: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

It’s your turn…

18 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 19: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

How can you use social media tools to promote your

programs and increase sales?

19 ©2012 Susie Hill, Sharath Sriman; The University of Tennessee

Page 20: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Q&A

©2012 Susie Hill, Sharath Sriman; The University of Tennessee 20

Page 21: More Than Just Another Channel - uniconexed.org...More Than Just Another Channel Putting social media thinking at the ... L Lead Generation V Visibility B L V B V L V Connection Content

Thank you!

©2012 Susie Hill, Sharath Sriman; The University of Tennessee 21


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