e marketing lunch byte session
TRANSCRIPT
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.
Goal
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
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”
Joe
Anne checks out OTENS FB and becomes a fan
Anita“Anne’s FB friend”
Anita
sees A
nne h
as b
eco
me
a fa
n in
her “M
ini Fe
ed
”
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?
SMS
web
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
OR
Quotes tips any relevant info that is helpful or interesting to students;
Blog
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
Yahoo
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
links
Joe subscribes
to OTEN page
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
linklink
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
link
Robert does a tag search for Distance
Education and finds
OTEN
delicious.com/otende
LINKS
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
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
2,391
3,6344,776
4,849
Average Visitors per Day
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
You
Social Networking Sites
How Can You get Involved ?
Content
emarketing.westernsydneyinstitute.wikispaces.net
emarketing.westernsydneyinstitute.wikispaces.net
Home/Upload Page
Content Format Guide Page
[email protected] King, E-Marketing CoordinatorEmail:Phone: 9715 8051
I can help you with; Setup Keywords Marketing strategies & Promotions Naming conventions
Contact Paul King [email protected] 02 9715 8051
Want to set up your own Facebook or Youtube page