Using Interactive Marketing to Reach Your Target Demographic:

Harnessing the Power of the Internet One Friend at a Time

Brad GibbsChief Growth Officer

PlattForm Higher Education

Joe MulvihillSearch Engine Optimization Manager

PlattForm Higher Education

Bumper Slide

Time Line of Internet Marketing19

97 -

Schoo

ls

Laun

ch W

eb S

ites

2005

– In

crea

se o

f

SEM

Mar

ketin

g

2001

– B

egin

ning

of C

PL Le

ads

2007

- Sch

ools

Sta

rt

Socia

l Mar

ketin

g

2003 - Launch

of MySpace

2004 – Google

Goes Public

2006 – Facebook

Opens Doors

1998 - Goto.com

Starts PPC Ads

2008 – Mobile Apps

Gain Popularity

Pay-Per-Click Marketing Trends

• Conversion Based Site Development

• Focus Schools and Programs

CPI Campaign Trends

• Stabilizing CPI and CPE

• Cost-Per-Enrollment Tracking by Source

• Growth of Call Center Leads

Old School SEO Tactics

• Search Engine Friendly Development

• Detailed Keyword Research

• Proper Meta Tags• Dynamic, Targeted Title

Tags• Clean H1 and H2• Integrate Keywords• Site Architecture• XML Site Maps

New School SEO

• Off-page Optimization• Blogging• Video Optimization• Mass Content Distribution• Social Media Presence• Become the Authority• Enable Access to Your Message

What everyone REALLY wants to talk about…

Why Do People Engage in Social Sites?

• Connecting with Friends• Sharing Common Interests• Meeting New People• Professional Research• Referrals• It’s Fun and Rewarding

Where Are We Headed?

• Dedicated Social Groups

• Social News

• Everything On-demand

• Mobile Is The Medium

Mobile Applications

Facebook Me

• Dominant Player Currently

• Growing in Older Demographics

• Strong Social Norms

• Has Become a MUST

*250 million active users, 120 million login at least once daily

Facebook Example

Come Visit MySpace

• Previous Dominant Social Site

• More than Just Friends

• Still Loyal Following

• Allows More Customization

MySpace Example

Lets Get Linkedin

• Professional Networking Site

• Fast Growing

• Most Underutilized Network– Personal Networking– Connecting with the Business Community– Alumni Relations

Linkedin Example

Check It Out on YouTube

• 2nd Largest Search Engine

• More than just Entertainment

• Re-use Video Creative

• Channel Your Efforts

• Don’t Forget Your Site

YouTube Example

Follow Me on Twitter

• Extremely Trendy• Focused on Short Snippets• Allows MySpace-type Customization• Potential Uses

– Enterprise Messaging System– Hardcore Followers

Twitter Example

BYOSN

• Create Your Own

Community

• Showcase for Students

• Encourages School

Engagement

• Develop Alumni Network

Proprietary Network Example

Building the Case for Going Social

• Budgeting for Social Networking

• Building the ROI Case

• Tracking Results

Questions to Ask

• Who Owns Social Networking?

• How to Involve the Whole

Institution?

• How Do I Build Community?

• How to Control Content?

• Centralized vs. Decentralized?

• Who Is My Evangelist?

Implications of Social Networking

• Impact on Communications with Students

• IT Infrastructure Support

• Involves Releasing some Control

• Ownership of Internal Teammates

Social Networking in Admissions

• Additional Contact Method

• Stay in Touch with Shoppers

• Changing Method of Communication

To DosMust Do

• Assign Responsibility• Fan Page on Linkedin• Profile on MySpace• Start Developing Friends• Post Consistently

Should Do• Post Every Video to

YouTube• Get Linking With Your

Business Community• Develop Alumni Groups• Engage on Twitter

Next Years To Dos• Develop Integrated Social Strategy• Integrate Social Media Into Your Site• Hire a Social Butterfly

Questions?