e marketing lunch byte session

WSI-OTEN E Marketing Strategies

1. Overview and Goals2. Strategies & Activities3. Outcomes to Date

http://www.youtube.com/watch?v=sIFYPQjYhv8

Why Social Media ?

http://www.recruitmentdirectory.com.au/Blog/creating-an-effective-social-media-strategy

Social Media is about conversation

Social NetworkingE-Marketing Strategies

◦Improve Brand awareness

◦Objective: Direct more traffic to Web Site.

Because 2/3 of the global internet population visit social networks. (Nielsen, Global Faces and

Networked Places, 2009.)

Because visiting social sites is now the 4th most popular online activity– ahead of personal email. (Nielsen, Global Faces and Networked Places, 2009.)

Why social media?

Strategies

Facebook

Use platforms that your customers, prospects and industry influencers are using.

Why use Facebook;

Use platforms that your customers, prospects and industry influencers are using.

Many Educational organisations are already using Facebook.

It’s free

Has a viral marketing effect

Can send updates directly to fans, targeting location, age, gender etc (target groups)

Fans connect with each other

Facebook Viral Effect

OTENFacebook(

FB) Page

Joe becomes a fan

Joe’s friends notice Joe has become a fan in their “Mini Feed”

Anne“Joe’s FB friend”

Anne checks out OTENS FB and becomes a fan

Anita“Anne’s FB friend”

sees A

her “M

ini Fe

Joe’s FB friends

Anita checks out OTEN’S FB and posts on the wall

Anita’s FB friends

Lidia’s FB friends

Anita posts to “The Wall” Anita’s friend Lidia sees this in her “Mini feed” and checks it outand goes to the OTEN web site

LidiaAnita’s FB friend”

Anne’s FB friends

OTENWebsite

POSTS & REPLIES replying to wall posts good news stories new courses student profiles important student dates etc links, videos

Ideas for facebook posts?

twitter

Building Community—creating a strong community of followers that ultimately help drive business objectives and bring in new customers

Customer Service—using Twitter to successfully engage with customersneeding helpSelling—driving online and offline sales by using Twitter to post promotions,discounts and offersProspecting—creating demand and pinpointing potential customers needingthe type of solution your product offersBranding & Awareness—employing Twitter in creative ways to increaseawareness around a product, person (celebrity) or businessFundraising—using Twitter to spread the word about important causes

Uses for Twitter

Ideas for Tweets?

ANNOUNCEMENTS

Links to any of the followingResearchEventsNews articles blog postsVideosPodcasts

Quotes tips any relevant info that is helpful or interesting to students;

Why a Blog?gives more personal side to organisation keep students up to datelinks to our other social networking sitesPosts can be searched for by tags increases our web presence traffic back to web site. very search engine friendly

NEWSWORTHY INFOBlog posts should provide the following:

value to your readers and provide value to others solve problems be informative current and accurate information

Note: Keep your posts and blog entries clear and easy to understand include related keywords in the title of the blog use the title as a headline to attract interest write blog posts with the audience in mind

Spark INTEREST, Gain ATTENTION,

Ideas for Blog Posts?

Youtube - VIDEOS

Youtube users can:• Share• add to their playlists • Add as favourites. • link directly with facebook or MySpace • embed in blogs, forums, web sites etc•Search for popular movies and comment with links back to our channel

Currently used by many universities and educational organisations

OTEN Promotional MoviesProduction of short videos using viral marketing to promote OTEN and drive traffic back to our web site

Video ProductionComments on Video

youtube.com/otende

Electronic Article Submission

INTERESTINGInternet Articles can be marketed to hundreds internet sites like ezinearticles.com. once released can spread to blogs & other social networking sites

builds reputation and trust

signature with a link back to the OTEN web site

result - targeted traffic returning to our site for many years to come..

Internet articles are written differently to print articles;Find guide “how to write articles for the internet.” on my wiki emarketing.westernsydneyinstitute.wikispaces.net http://www.SearchWarp.com

http://www.ArticleDashboard.comhttp://www.Buzzle.comhttp://www.web-source.nethttp://www.ContentDesk.comhttp://www.ArticleCity.comhttp://www.IdeaMarketers.comhttp://www.ArticleAlley.comhttp://www.ArticleBix.comhttp://www.ArticleFeeder.comhttp://www.ArticleWorld.nethttp://www.EzinePlug.comhttp://www.TheAllineed.com

Web DirectoriesSubmission to directories

dmoz.org

traininglinks.com.au

Yahoo directory

directorygold.com

IlLumiRate.com OTENWeb Site

Definition: web directory of internet resourcesLike a huge reference library

Why: the more links linking back to us,the higher our search engine rankings

traininglinks

Directory gold

webwombat

dmoz.org

IlLumiRate

Search Engine

Rankings

RANKINGS

Links could be anything that could be a useful resource or

of interest for students

Social Bookmarking- Delicious.com

Definition: method for Internet users to store, organize, search, and manage bookmarks

Why: users can subscribe to OTEN’s delicious page to keep track of our links. When other users see their delicious page they can also see OTEN’s links or they can find us through tags

OTENDelicious

PageAnne checks out

Joe’s delicious page and looks at Joe’s network and see’s OTEN’s

Joe subscribes

to OTEN page

linklink

Robert does a tag search for Distance

Education and finds

delicious.com/otende

Optimise Web Site to rank high Organically

Linking to web directories Linking to networks Optimising web site Researching Keywords

SEO (Search Engine Optimisation)

KeywordsAust Monthly

Search Vol - April [distance learning] 14,800[online education] 12,100[distance learning courses] 4,400[home study courses] 4,400[online degree] 4,400[online course] 1,300[online university] 1,300[distance education] 1,000[courses online] 720[university distance learning] 480

Cost Per Click Click Through Rate

Google Adwords - WSI & OTEN Campaigns

Major Competitors are using AdWords Cengage CSU open.edu.au etc

Campaigns targeting enrolment periods, application courses and special courses

WSI (On to Uni) Campaign - Results

Average Ad Position 1.1

Outcomes to Date

Statistics on E-Marketing Strategies

Jun-08 Jan-09 Feb-09 Mar-090

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000 Total Visitors

Total Visitors

3,6344,776

Average Visitors per Day

Visitors to OTEN Website have increased by 120% since June 08

SUMMARY - “Total Visitors” to OTEN Web site has increased from 71,000 in June 2008 to 150,000 in March 2009

“Average Visitors per day” to the OTEN Web site increased from 2,391 in June 2008 to 4,849 in March 2009,

STUDENTS

Community

Connection

Information

Relationships

Benefits

WSI – OTEN

Greater OTEN Brand Awareness

Viral Marketing

Traffic to our site

More enrolments

Social Networking Sites

How Can You get Involved ?

Content

paul.d.king@tafensw.edu.au

emarketing.westernsydneyinstitute.wikispaces.net

Home/Upload Page

Content Format Guide Page

paul.d.king@tafensw.edu.auPaul King, E-Marketing CoordinatorEmail:Phone: 9715 8051

I can help you with; Setup Keywords Marketing strategies & Promotions Naming conventions

Contact Paul King Paul.d.king@tafensw.edu.au 02 9715 8051

Want to set up your own Facebook or Youtube page

e marketing lunch byte session

social media

social networks

visiting social sites

global faces

networked places

use facebook use platforms

global internet population

viral marketing effect

Education

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