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I gave this presentation in June 2009 to demonstrate the progress and effectiveness of the web strategy integrated with the communication/marketing strategy. The presentation gives a birds-eye view of web marketing and social media tool use and touches on analytics and decision-making for web marketing strategy and tactics. Credit to Shaun Holloway for the presentation and models contained within. http://www.srholloway.com
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Web Marketing and Use of Social Media Tools
fisher.osu.edu/technology
June 2009 by Shaun Holloway
Some Supporting Documents
• ITS Strategic Plan
• Web Strategy and Operational Plan
• Web Style & Communication Guidelines
• Social Media Response Protocol
• Blogging Ethics and Guidelines
Resource
Attract Retain
Serve
EngageSales
Orientation
InformAdvertising Orientation
Web Strategy Model
Design
System Social
InterfaceUsability
NavigationSitemap
IntegrationServer architecture
Database designAdmin tools
New mediaVisibility
ConnectionApplication
Audience Content
Channel
This model represents multiple tracts and introduces the top layer of strategy to impact the user-centered experience and build relationships.
Each arrow represents a piece of the structural foundation needed to
support the core experience for web interaction and function.
Parallel Development
By: Shaun Holloway, 2008
Web marketing and participation in social media
1) Own website(s)2) External sites
Overview - Web Marketing
• Objective
To enhance the scope and reach of Fisher’s marketing efforts, while connecting and interacting with new and existing audiences
Overview - Web Marketing
• Foundation is the college’s brand and key messages and communications
• Support administration and operation of:• Fisher’s website• Any and all social media channels
Overview - Web Marketing
• Two key areas of web marketing:• Free and Paid
• Fisher is/will participate in marketing and social media/networking for free.
• Fisher is/will leverage existing marketing contracts and audience-specific website advertising for pay.
Key Benefits
• Increase the ability for user’s to find Fisher’s website(s)
• Enhance the user experience and consistency of web content
Key Benefits
• Connect and interact with target audiences
• Support student recruitment efforts• Support admitted and current students• Showcase faculty expertise/knowledge
Key Benefits
• Save time and money• Automate delivery of information• Centralize the creation and entry of
content
• Relieve stress on Fisher’s network and web support systems
Leveraging Fisher’s Website
• New web design = marketing real estate• Internal “advertising” space• Cross-sell content• Brand image and identity
• ADA Accessibility, Section 508
Leveraging Fisher’s Website
• Search Engine Optimization (SEO)
• Goal is to appear in top search results• Web writing – good content and words• Website architecture
• Solid navigation = crawlable• Usability benefit
Leveraging Fisher’s Website
• Search Engine Optimization (SEO) .
• Browser Title and Description TagsFisher College of Business | The Ohio State University
.
• Meta-descriptionsFisher College of Business at The Ohio State University - you experience the
best of both worlds - a small, flexible program within a large research university. You will learn from the best - great people, outstanding facilities, and an emphasis on innovation and teamwork.
The Fisher MBA – The impact you will make starts here at Fisher College of Business at The Ohio State University.
Leveraging Fisher’s Website
• Search Engine Optimization (SEO) .
• Meta-keywordsFisher College, Fisher, school, mba, executive education, Max, ohio state mba, rank,
ohio state, osu
• Google and MSN/Bing ignore keywords• value descriptions
.
• Alternative Text = “Alt Tags”
Toolbox of Tactics
• Some other tools• webmarketing@fisher.osu.edu• Robot.txt• Google Webmaster Tools• Sitemaps.org• seomoz.org/toolbox• Quantcast.com• SocialMarker.com• Etc.
Entry into Social Media
• “How to play with others”• Lack of control• Quality over quantity of channels• Rules of engagement
• Preparation + content pipeline + monitoring = sustainability
Building from a Foundation
• Fisher’s website• Hub of engaging and impactful
experiences that attract, retain, and serve
• Strong core is needed to support interconnectedness• Reciprocal and direct links to Fisher• Social Media Optimization
FISHER College of Business
Central Website & Community
Video
Photos
Blogs
Audio
SocialNetworks
YouTube
Vimeo
Veoh
Flickr
Webshots
Photobucket
Fotki
SmugMug
Slide
Yahoo Video
DailyMotion
MetaCafe
Google Video
Forums
Microblogs
Interest
General
Utterly
Blubrry
Interest
General
SitesCompany
Individual
Institution
Organic
Web & Social Media Marketing Basic Model
Feeds BookmarkingEmail / Print
A strong core and foundation is needed to support the interconnection of all the tools and messages, while driving traffic to the core. All of the tools used should support the central core and one another.
Interest
General
Box IndicatesEXAMPLES of Tool and Service Providers
By: Shaun Holloway, 2008
Pyramidal Approach to Social Media
Presented based on level of risk required, continued involvement by the college, and the need to develop a tool so it can support the construction and
maintenance of a more complex tool.
Enter photo-sharing communities
Enter video-sharing communities
Establish blogs and micro-blogs
Create Facebook account
Utilize Podcasts
Actively Participate
By: Shaun Holloway, 2008
Photo-sharing Communities
• Use of Flickr and Webshots• Group contribution• Website, API, and SEO support
• Examples• IPO Photo Contest• Alumni Relations• Custom Flickr API in development
IPO Photo Contest
Started August 18, 2008
As of June 9, 2009
224 photos46 members
Example
IPO Photo Contest fisher.osu.edu/International
Use of a Flickr API
Live stream of useruploads
User-generatedcontent
Example
Video-sharing Communities
• Use of YouTube and Webshots Channels• Think about image/brand of channel• Types of videos uploaded• Internal processes to support and sustain
• Showcase faculty expertise• Showcase student life and events• Showcase programs and the campus
Video-sharing Communities
• YouTube Channel possibilities• Analytics• Video advertising• API support for website
• player consistency
• Classic SEO opportunity• Playlists
youtube.com/fisherosu
Visual icon
Marketing Text
URL listing
Playlists
Videos
SubscriptionsSubscribersFriendsFavorites
Highlights
Executive Education video series
Driven from YouTube
Example
MBOE
Testimonials webpage
Driven from Webshots
Example
SlideShow Pro Software
Video LightBox View experimentation
Both hosted on Fisher’s web server
Examples
Video-sharing Communities
• Future glimpse• Playlists feeds• Logistics and processes document• Expand use of APIs• Friending and Subscribing• Raise awareness• New web design
• gallery and social media section
Blogging at Fisher
• Hosting and CMS architecture in place
• Developed Blogging Guidelines• Support sustainable activities & processes• Reinforce ethics and etiquette
• Established a “getting started” process• Make sure blog fits
fisher.osu.edu/blogs/internship
Career Management undergraduate initiative
Partnership with Web Services
Used as a case example to develop blogging support, procedures, and guidelines
Began working idea in March 2009 with Mark and Margie
Launched with students in late May 2009
Student Organization Websites
New, centralized system for all student organizations
Running blog CMSWordPress MU on our web server
Most student organizations are taking advantage
Web Services team outreach and training
Began Fall 2008
Student Organization Websites
8 Fisher branded templates available to choose from
Widgets and RSS
Tools like the event calendar
Pages are easily added
Easy to manage andupdate for students
Secure and safe forFisher’s network
Micro-Blogging at Fisher
• Twitter• Integration, connection, and support needed
Facebook Account
• OSU’s Facebook “Wall” and legal issues
• Launch of Fisher’s Facebook account• Integration and connection to other
platforms is key to sustainability• Logistics and processes need established
to sustain content pipelines and reduce redundant content entry
• Timing
Facebook Account
• Connect photography and video accounts• Flickr groups and YouTube videos
• Integration of blog posts and tweets
• Running Examples• MBA Ambassadors Account• GPO Account
Facebook Account – Ambassadors
Facebook Account - GPO
Miscellaneous
• Podcasting• Content is king; look at sustainable series• Working with Ed Tech and OER• Marketing vs. Education
• RSS - Established and expanding
• Social Bookmarking
Miscellaneous
Active Participation
• Continuous effort and time required• All social media/marketing outlets• Established support processes/logistics• Set expectations• Understand legal implications
• User-generated communities• Wikipedia
Paid Web Marketing
• Integrate with marketing plan(s)• Coordinate key messages, audiences,
frequency, and touch-points• Fisher’s brand and identity
• Strategies integrated with print marketing
• Online marketing efforts should be aggregated with other marketing key analytics
Paid Web Marketing
• Utilize still images and flash technologies
• Leveraging existing contracts & relationships• Business First• Columbus Dispatch• Miscellaneous
• Japan MBA website• Military intranet
Paid Web Marketing
• Examples from 2008-2009
Analytics and Measurement
• Fisher’s analytic capabilities• Google Analytics• Google Webmaster Tools• Server log files
• Reports from story or ad placement • Direct – report requested from them• In-direct – report on own server traffic
Analytics and Measurement
• Data drives decisions• Experimentation and results
• Examples• Business First trials• GPO use to measure social media
effectiveness to drive to our site• Exec Ed use for ad results• IPO postcard campaign
Analytics and Measurement
Google Analytics Dashboard
Stats back to January 3, 2007
Gained control over account in summer 2008
MOST of Fisher’s site tracked
Results of NBMBAA Online Ad
Analytics and Measurement
• What’s a “friend” or “follower” worth?• Difficult to determine without precedence,
trials, and sufficient time in existence• Measure of exposure and awareness• Driving traffic to the core – Fisher’s site
• Action-orientation required for all online ads • Participation required for all social media
outlets
Moving Forward
• Continue momentum• Connect and centralize efforts
• Touches other areas of web strategy• Build experience and examples• Strengthen and leverage relationships
across the college• Learn from OSU and others• Slow cultural changes will need to emerge
Web Marketing and Use of Social Media Tools
fisher.osu.edu/its
June 2009 by Shaun Holloway
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