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DIGITAL MARKETING STRATEGY: STEPS FOR SUCCESS IN HIGHER EDUCATION eduWeb Conference 2012 Boston, MA July 30-August 1, 2012 Bob Johnson Consulting, LLC 1

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Page 1: Digital Marketing Strategy

Bob Johnson Consulting, LLC 1

DIGITAL MARKETING STRATEGY: STEPS FOR SUCCESS IN HIGHER EDUCATION

eduWeb Conference 2012

Boston, MA

July 30-August 1, 2012

Page 2: Digital Marketing Strategy

Bob Johnson Consulting, LLC 2

Just a play on words?

•“We don't believe in digital marketing. We believe in marketing in a digital world, and there's a huge difference." • Clive Sirken, CMO, Kimberly-Clark, March 2012

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Strategy defined…

• “Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.”• en.wikipedia.org/wiki/Marketing_strategy

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Bob Johnson Consulting, LLC 4

In one month, 320 comments…http://linkd.in/Nx2OAX

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TO BEGIN…Perils and Pitfalls…

And 6 Strategy Points

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This is real, but silly…http://2d-code.co.uk/qr-code-airplane-banner/

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Flying high for toothpaste…https://www.facebook.com/aquafreshNL

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6 really big strategy points…

#1

• Social media… • Marketing and PR can’t control the message anymore

#2

• Mobile…• People are connected everywhere, all the time

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Two more really big things…

#3

• Privacy…• “Big data” gives the capacity to know more about people than ever before

#4

• Engagement• Most people will “like” and “follow” but not actively “engage”

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And two more…

#5

• New technology• No need to be first in everything, especially if you don’t know where it fits in a marketing campaign

#6

• ROI• Difficult to measure the individual impact of every step in a marketing campaign

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2 points to carry with us…

• Nothing is important forever… even Facebook?• AOL• MySpace• Friendster• GeoCities• Google Wave

• People are still people…• People like to talk to real people… sometimes• People like getting information that interests them• People who are online have very little patience

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Do marketers fall too quickly in love?

• QR codes• Only 5% of U.S.

smartphone owners used them in last quarter of 2011• Mostly young men

• Why so few?• Too many code readers• Placed in weird places• Links to regular websites• Even if “mobile-friendly,”

no benefit to the user

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SXSW conference… “a media zoo”

•Convergence… “annual buzz word”• “It's a place where the question is always ‘what's next’ and one has the impression of meandering hordes traipsing the streets of Austin searching for answers to a confusing and ever-evolving media landscape.”• Jake Coyle, AP, http://yhoo.it/z0x0Am

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THE BACKGROUNDHow we got started and where we are today

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Smartphones enabled the revolution…http://www.pewinternet.org/Infographics/2011/Smartphones.aspx

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And tablets are expanding it…

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Marketing sector revenue in 2010…

•Channel Change from 2009• Video/broadband… $127.4B +6.5%• Cable networks… $51.9B +8.6%• Broadcast TV… $29.2B+14.0%

• Digital… $23.2B +17.7%• Newspapers… $18.3B -5.1%• Magazines… $12.8B -0.8%

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Major digital revenue in 2010…

•Company Change from 2009• Google (w/ YouTube) $9.3B+27.4%

• Yahoo $3.3B -6.2%• Microsoft family $1.6B +8.2%• InterActiveCorp $1.2B+20.0%

• Facebook $1.2B +116.1%• AOL $0.9B -11.5%

• AdAge, October 3, 2011

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Today traditional media is online…

Radio Newspaper

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And email remains important…

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New options keep luring us…

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WHAT RESEARCH TELLS US ABOUT SOCIAL MEDIAPew Internet and American Life

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Top 10 social media sites, 3/17/12…http://www.experian.com/hitwise/online-trends-social-media.html

Yelp

MySpace

Google+

Tagged

LindedIn

Yahoo Answers

Pinterest

Twitter

YouTube

Facebook

0 10 20 30 40 50 60 70

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Adult activity on social media, all ages…http://empowered.forrester.com/tool_consumer.html

Creators

Critics

Collectors

Joiners

Spectators

Inactives

0% 10% 20% 30% 40% 50% 60% 70% 80%

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Adults in February 2012 report…http://bit.ly/H7y1nS

• Most adults (85%) are happy with social media• 64% of online adults use SM

• 18 to 29 years… highest at 87%• 30 to 49 years… high at 68%• Older age groups less than 50%

• Over 60% by ethnicity, income, education• “Black, non-Hispanic” highest at 70%• “Less than $30,000 household income” highest at 68%• “Some college” highest at 73%

• 87% have a Facebook profile• 11% with Twitter profile• 10% with LinkedIn profile

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At least daily use of social media…

• 62% for Teens, 12 -17• 62% for Millennials, 18 - 34• 56% for GenEx, 35 - 46 • Less than 50% for everyone else

• Important to remember: Lifespan of a new item on Facebook, Twitter is very short

• If something is important, post it more than once

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FACEBOOK… THE DIGITAL GIANT WE CAN’T IGNOREMarketers fly to Facebook like moths to a flame… and some get burned

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Social media “experts” often insist…• “A two-way conversation between marketers and

consumers is the whole point of social…• “Anything less… is a reflection of outdated broadcast-style

thinking.”• Consider an alternate reality• Most people “follow” and “friend” brands to listen, not to

engage in a conversation.• Numbers do count… the more listening the better

• Reality makes “ROI” extremely challenging to measure• What are all those “followers” and “friends” actually doing?• When will they take a “desired action”?

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Key point about Facebook…

•901 million members in April, 2012…

•526 million daily users…•Most people who use FB will never care about your brand

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Facebook is today’s mass media…

• About 1% of people who follow major brands actively “engage” with them… almost everyone just listens. That’s OK.

• “People need to understand what Facebook can do for a brand and what it can’t do. It doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”• Karen Nelson-Field, (Ehrenberg-Bass Institute,

Australia), based on FB metrics “People Talking About This”

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Is Facebook a place for advertising?

• Facebook is like a bar where people go to hang out…

• The best place for advertising?• FB click through on ads is “well below” industry average

• But FB is huge…• People spent 18% of their online time on FB in 2011

• Up from 8% in 2010• More time on FB = less opportunity to engage elsewhere

• FB advertising can be successful just because so many people spend so much time there that a high click through rate isn’t always necessary

• “Why Facebook is becoming the media world’s black hole,” Simon Dumenco, 3 October 2011

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Burning on the Facebook flame…• “Eager to monetize the large followings they had built on

Facebook, many large brands set up shop on the social network for the first time last year (2011). • J.C. Penny, Gap, Nordstrom…

• “Now many of those Facebook stores are closing.• “In most cases, retailers have entered the f-commerce market

by importing their online catalogs and making them available for purchase in a Facebook app. The experience is nearly identical to shopping on their websites, with two major differences: 1) Shoppers can complete their entire browsing and checkout experience without leaving facebook.com; and 2) the Facebook apps tend to work more slowly.”• “Why are brands shutting their Facebook stores?” at http://

on.mash.to/wIhTXQ

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But Facebook moves people…

• “Facebook has become an important traffic driver to retailers’ websites. • “For instance, 1.9% of traffic to Burberry’s website in

September 2010 came from Facebook; a year later, 29.1% of site traffic was from the social network, Mullen wrote in an email to Mashable.

• “[Burberry is] using the platform to drive traffic at a fraction of the cost of what it would have to pay on Google and other search engines. In addition a significant portion of that traffic and resulting sales is likely incremental,” she added.”

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This combo works for Burberry…

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More than one Facebook site?

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CONTENT STRATEGYIn a nutshell

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The truth is hard to admit…

•Nobody cares as much about your 100th birthday celebrations as your “family” does…

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Inside the nutshell…

• 75 percent of the content on your website is garbage.

• Identify and remove it to thrive in a mobile world… focus on top tasks

• Example: University of Richmond eliminated about 50 percent of overall web content• About 75 percent of admissions and financial aid content

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Top Tasks… 9 of 60 dominate

Top 25%

26-50%

51-75%

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Most important tasks…

• Costs, financial aid available and what investment return to expect after graduating.

• Also popular were the details of earning a degree• How long to earn a degree and flexible scheduling were high interest tasks

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Topics among the bottom 20 tasks…

• Social media connections• Info about alumni, presidents, and deans• School news• Profiles and connections to current students

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ADVERTISING IN THE DIGITAL WORLD Where are your dollars going now?

Targeting for Facebook… and all else

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Many places for ad $$$…, old & newhttp://mediassociates.com/advertising/internet.php#

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Forrester on online advertising spend…

• Online grows from 21% of total $$ in 2012 to 35% in 2016…• Search… $33 billion but falls from 55% to 44% of total.• Display… $28 billion or 36%... The big growth sector• Mobile… $8.2 billion by 2016 or 11%• Social media… $4.4 billion or 7%• Email… $2.5 billion or 3%• Daily deals… fading out as people tire of them

• Forbes magazine report at http://onforb.es/Hm1SYC

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Is Facebook a place for advertising?

• The best place for advertising?• FB click through on ads is “well below” industry average

• But FB is huge…• People spent 18% of their online time on FB in 2011

• Up from 8% in 2010• More time on FB = less opportunity to engage elsewhere

• FB advertising can be successful just because so many people spend so much time there that a high click through rate isn’t always necessary

• “Why Facebook is becoming the media world’s black hole,” Simon Dumenco, 3 October 2011

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Advertising on Facebook…

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Sorting the people on FB…

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Controlling the cost to experiment…

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Of course, track the results…

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DIRECT RESPONSE ADVERTISING ONLINEMatching programs with ad placement

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Again, targeting is key…http://www.24mas.com/

• Age• Gender• Location• Behavior• Time• Handset• And more…

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Direct response… program ad matches placement

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Leads to a proper landing page…

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And a social media connection…

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Simple, clean, quick email response…

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RETARGETED ADVERTISINGCreepy to some, successful to others

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It might start with a search in May…

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REJ on a automobile forum…

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REJ on Flyertalk…

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REJ on the Washington Post…http://wapo.st/HfuLaY

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July 17… A change in focus to MBA

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Retargeting specialists…http://www.adroll.com/

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GROUP ADVERTISING“Lead gen” for more leads at less cost w/ 3rd party screening

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“Online masters degree finance”...

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Where will you be among 55 choices?http://www.elearners.com/online-degrees/master/finance.htm

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Selection: 60 bachelor’s degrees…

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FOR BEST ROI ON ANY ADVERTISINGAttention to the Inquiry Form…

And the first response time

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Just 4 items on this inquiry form…http://www.stonybrook.edu/spd/highered.html

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Your preferred contact format?https://www.scps.nyu.edu/contactUs.htm

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A rare texting option…http://online.gannon.edu/webform/request-more-information

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Even for traditional students…

Creighton Universityhttp://bit.ly/OqbqFY

Cedarville Universityhttp://www.cedarville.edu/Admissions.aspx

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Immediate & continuing response…

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BEWARE THE DEVIL’S DIGITAL DETAILS…Bad experiences kill brands

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Focused online advertising is good…

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But not a w/o a good follow through…http://bit.ly/HghsZh

• Don’t drop people into a regular web page

• Be direct in asking for a response…• “If we can help you

decide if this is the right program for your career advancement, please do not hesitate to contact us at 315-443-3368.”

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Content isn’t king if you can’t read it…http://www.bu.edu/ar/2010/research/

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Mobile visitors to mobile friendly sites…

Mobile friendly Not mobile friendly

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Tablet users have high expectations…http://bit.ly/HUPxPj (March 2012 research)

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That are not being met now…

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WHAT TO EXPECT FOR 2015… AND BEYOND“Big Data,” Speed, Video

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(1) “Big data” and marketing…

• Early days in 2012…• Demand for data analysts will grow… and grow• May compete for resources with “brand” advertising to large audiences• Super Bowl marketing… an example of “brand

awareness”

• Driving 21st century direct response marketing• Google, Facebook, Amazon… Big Data players

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Benefit from the privacy decline…

• Google, Facebook = end of privacy online• Marketers will know more & more about individuals

online• Fact: people do not object to ads that interest them• Opportunity: skip mass advertising, focus lead

generation marketing to people who might have an interest

• Conversion: with permission to speak, keep the content relevant to interests of the people receiving it

• Penalty: to much “brand speak” and people will withdraw permission to speak to them

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“Big data”… to tell a “clear story”http://www.factual.com/ http://www.clearstorydata.com/

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(2) Plan for extraordinary speed in 2017…

• “In 2000, “the first ads we wrote for Oracle were about 7 seconds. If the consumer was online and didn’t get the content that they wanted within 7 seconds, they’d be gone.

• “Now 7 seconds is a lifetime.”• In 2017?

• “If Spotify is fixated with delivering content in under 200 milliseconds now, can you imagine what the competition will be in 5 years?”• Lawrence A. Kimmel, CEO, Direct Marketing Association

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A verbal future… no nav, no search http://www.nuance.com/

• In the mobile world, no need to touch anything

• What words will your visitors use?

• Must work better than your “search” works now

• “Top task” even more important… know “Taskwords”

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(3) Best of 30 “2015” predictions… Video

•  ”Video is the number one activity marketers plan to expand in the future, which we see as a commitment to visual storytelling.

• “The number two area of interest is mobile. That makes sense given the incredible explosion in the tablet market.

• “By tablet, I’m talking about iPads and e-readers.”• Rebecca Lieb, “Expert Predictions for Content Marketing 2015,”

http://bit.ly/Ht8gxN

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Invest in… Social Videohttp://bit.ly/Hhybvj

• “Create video content that

taps

into psychological triggers,

which drive people’s desire

to share that content with

others…

• “…when I watch it, I

immediately think to myself,

“Wow, Grant needs to see

this as well.”• Mark Robertson, http://bit.ly/HnVBfp

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Humorous works best…http://jungroup.com/infographic2011/

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15 seconds gets best response…

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Women are most likely responders…

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Video leads to your Facebook page…

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Begin w/ a Pinterest video?Doctors without Frontiers…

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CAN YOU IMAGINE THIS?

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Still don’t believe in the “speed thing”?http://nyti.ms/HhXzkk

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2nd best of 30 predictions… “Real time”

• “Real time. It’s about instant. I see so few content marketers who truly understand the power of an instant blog post, an out-of-the-gate video, a fast update to a website.

•  ”In my experience, most content marketers still have a campaign approach to content marketing. There’s nothing wrong with that. It’s not either or. But there’s a big opportunity to take advantage of what’s going on right now, this instant.”• David Meerman Scott, “Expert Predictions for Content Marketing

2015,” http://bit.ly/Ht8gxN

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Will you do this in digital tomorrow?• “I don’t know how the (display glass) technology would work,

but I only want notifications for things that are important to me, are intertwined with my life and connect to my goals and daily business.”• “Example: I get a call from my university academic adviser informing

me that there is a unique leadership opportunity at John Hancock Mutual Funds. What I would like to happen then is for the smart technology to pull up the email in my inbox regarding the leadership opportunity while pulling up the Facebook page for John Hancock with more current information. Cross reference all of that information on both sources with the information from adviser on the phone to help me pull out the most important information. The smart tech should run the time and date of the event through my calendar automatically to see if I am even available during that time. Etc. etc. etc.”• “Mzimmer” on a blog comment, April 4, 2012, http://bit.ly/HjHt7F

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STRATEGY POINTS FOR ENROLLMENT SUCCESS…

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Digital marketing… “Insanely complicated”http://tiny.cc/71a6ew

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Digital recruitment strategy steps…

• First impression online is critical…• Top tasks from customer viewpoint• Kill “marketing speak” content

• Data to craft targeted advertising…• Simple online inquiry forms help ROI…• Immediate inquiry response…

• Telephone, email, or texting

• Continuing response unless told to stop…• New role for video story telling

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Content priority… students decide

• Academic program list• Net cost calculator• Dates and deadline calendar• Academic program details• Application process summary• Online application form

• Noel-Levitz, Mobile Expectations survey 2012

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An underused strategy element…

• Academic program interest of the potential student for competitive advantage• Online advertising for individual programs• Use academic program interest from first response• Inquiry, application & finance options from every

academic program page• Academic content written for students, not faculty and

their friends• Social media plan for selected programs• Contact with students and faculty in academic programs

of interest

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DIGITAL MARKETING RESOURCES

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Pew Internet research projects…http://www.pewinternet.org/

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“I Want Media” daily newsletter…http://www.iwantmedia.com/index.html

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Social Media Examiner…

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Academic research sources…

University of Marylandhttp://www.rhsmith.umd.edu/digits/

Dartmouth Collegehttp://www.tuck.dartmouth.edu/digital/

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Integrating digital channels…An examplehttp://www.sitecore.net/Products/Digital-Marketing-System.aspx

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Big data in marketing campaigns…

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THANKS FOR BEING HERE IN BOSTON!Bob Johnson, Ph.D.

[email protected]

www.bobjohnsonconsulting.com