best practices website & social media · best practices website & social media bart caylor,...
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Best Practices Website & Social Media
Bart Caylor, Caylor Solutions
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1994 Caylor-Solutions.com | 317-985-7375 2
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1992: $3,265.12 2015: $5,581.40
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+Learning Keys § The Importance of First Impressions § Do Unto Others… § Enrollment Focus § Content: Answers § Understand the Channels of Social Media § Narcissism vs. Servant’s Heart § Automation
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+You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company. After this time (and oftentimes before), they’ll leave. — NN Group
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http://www.ironpaper.com/webintel/articles/web-design-statistics-2015/#.VZbafGBHSlO
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+Once your page loads, users form an opinion in .05 seconds. — Kinesis Inc.
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http://www.ironpaper.com/webintel/articles/web-design-statistics-2015/#.VZbafGBHSlO
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+Stats n Uverse and Chegg
n May 2014
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+What a Website Does
Introduce
Verify
Reference
Remind
Remember
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+The Window Into Your School
Quality
Engagement
Emotion
Live Your Brand
Trust
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+Responsive
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+Reason for your site?
n Audiences? Who are your personas?
n Enrollment? Prospects, suspects, stealth, influencers?
n What are the goals? Enrollment, advancement, retention?
n How are you driving traffic? SEO, social media, lateral content?
n Conversion? Call to action, conversion, lead generation, nurturing?
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+Best Practice: Websites
Mobile and Mobile First
Fast Load
Logical Organization
Call to Action on All Pages (Home Page no Longer Home)
Emotion and Photography Rich
Content Management Separate from Design
Ability to Change
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+Enrollment Driven
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+“You can spread jelly on the peanut butter but you can’t spread peanut butter on the jelly.”
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DickVan Dyke, My Lucky Life In and Out of Show Business: A Memoir
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+Digital Natives/Gen Z
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+Digital Natives
n Live in Technology Daily n Weebly.com site
n Blog
n QR Codes to Promote
n Marketing Basics
n You Tube is the #1 Teen Website
n 82% Use YouTube regularly
n Experts on Websites and Getting Information
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426 per second
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Google Search: how many products does amazon sell per second
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+Indianapolis:
Instant Access to Prime Video
Free Shipping
Free Next Day Shipping
Free Same Day Shipping
Prime Now: Free 2 hour delivery, or $7.99 for 1 hour
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+We Are Consumers
Frustration vs. Expectations
Cultural Norms
Audience Expectations
Evolve/Adapt
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+Social Media Channels and Methods
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+Social Media to Use
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n Traditional Undergrad
n Influencers
n Adult Students
n Alumni & Development
Snapchat WeHeartIt International
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“If You Don’t Know Where Your Going, You’ll End Up Somewhere Else.
Yogi Berra
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+Goals: What Does Your Organization Want and Need?
n What do you want your marketing to achieve? n Enrollment?
n Engagement with Alumni?
n Giving?
n How does social media support that? n Drive traffic to website?
n Educate?
n Inform?
n Build Relationships?
n Social, Web, Content, and Advertising MUST work together
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+The What
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+Know the Questions Provide the Answers
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+Success flows to organizations that inform, not organizations that promote.
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Jay Baer, Utility
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Jay Baer, Utility
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+Not All Answers Are Alike
Text
Gated Content
Video
Infographics
Testimonials
Blogs
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+Audience
Prospective Students
Prospective Parents
Robots
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+Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. — Hubspot, January 2015
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Hubspot, The Ultimate List of Marketing Statistics, http://www.hubspot.com/marketing-statistics
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+Original & Curated Content
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Answers to Questions
Current Promotional Content
20% Total of Social Media Posts
Answers from other sources
Association with quality and authority
80% Total of Social Media Posts
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+
Emerging
Original Content Types
n Copywriting
n Photos/Pictures
n Illustrations
n Video
n Blogs
n Ebooks/Gated
n Storytelling
n Video
n Infographics
n Audio
n Infographics
n Social Media Cards
n SlideShare & LinkedIn Content
n Syndicated Content
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Usual Emerging
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+Blogging
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+Storytelling
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+Gated Content
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n Ebooks + Inbound Marketing
n Videos
n Infographics
n Devotionals, Bible Studies
n Valuable Content
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+Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. — Hubspot, January 2015
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Hubspot, The Ultimate List of Marketing Statistics, http://www.hubspot.com/marketing-statistics
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+Automation Process
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+Automate the Mundane Cultivate Relationships
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+Automation
n Use tools to post automatically n Hootsuite
n Buffer / Feedly
n CoSchedule
n Use tools to notify you n Settings in all networks to send email, text messages, etc.
n Listening Tools n Tweet Deck
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+My Process
n Feedly: Content Sources
n Scheduled Curated Content n Buffer: Twitter, Facebook (Personal, Pages), Pinterest, LinkedIn
(Personal, Company, Groups), Google+ n Hootsuite or Latergram.me: Instagram
n CoSchedule: Scheduled Original Content
n Google UTM Builder: Traceable Links
n Hashtagify.me: Hashtag Research
n Zapier: Record Tweets into Evernote
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+Social Media Narcissism vs. Servant’s Heart
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+To Do Number 1: Review
Prioritize your website.
Review with an eye toward enrollment and what it needs to be.
Schedule your professional review.
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+To Do Number 2: Discuss
First Impressions: Does your site reflect your school’s strengths?
Expectations: Does your site have what prospects are expecting?
Enrollment Focus: What is getting in the way of your prospective students?
Content: Do you provide answers to the most common questions?
Are You Automating Social Media?
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+To Do Number 3: Updates & Resource
Make changes that can be done today:
Update content
Update photography
Update Home Page
Automate Social Media
Resource at the budget table: Budget, Underwriting, FTE, Feed It
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+
The illiterate of the 21st century will not be those who cannot read and write, but those who cannot learn, unlearn, and relearn.
- Alvin Toffler
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+Bart Caylor [email protected]
317-985-7375
caylor-solutions.com
@bartcaylor
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