ACHE social media

SOCIAL MEDIA COMMUNICATION & MARKETING

RAY GUILLETTEGEORGE IRISH

JAMES MCCORMACK

Current Marketing environment

What are you doing to recruit students?

Research Brief- Magnify.net

Web Advertising Eclipsed Newspapers in 2010

• Web adv. Up 15% $26B• Newspapers $22.8B• Cable TV $22.5B• Broadcast TV $17.3B• Radio $15.3B

According to Wall St. Journal & PricewaterhouseCoopers

5

$-

$2,500

$5,000

$7,500

$10,000

$12,500

$15,000

2007 2012

Lo

cal O

nlin

e A

d S

pen

din

g (

$ M

Ms)

Online Video

Online Video

Banners & Listings

Banners & Listings

Paid SearchPaid Search

E-Mail Ads

E-Mail Ads

32%

85%

Video, Paid Search and E-mailAdvertising Formats are expected

to go from 32% of Local OnlineAdvertising in 2007 to 85% in 2012

Banners in declineBanners in decline

• Online Video, Paid Search and E-mail are expected to Online Video, Paid Search and E-mail are expected to increase to 85% of Local online ad Spending by 2012 increase to 85% of Local online ad Spending by 2012

Source: 2008 Borrell Associates

Pop Under Banners = No Click Thru

7

Design Element Users Answering"Very Negatively” or "Negatively"

• Pops-up in front of your window 95%• Loads slowly 94%• Tries to trick you into clicking on it 94%

– Does not have a "Close" button 93%– Covers what you are trying to see 93%

• Doesn't say what it is for 92%• Moves content around 92%• Occupies most of the page 90%• Blinks on and off 87%• Floats across the screen 79%• Automatically plays sound 79%• Interruption * Interruption * Interruption

Online Marketing/Advertising• Websites• Social Media• Permission• eMail• Blogging• Twitter• Banners• Video• Ads• Interstitials

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WHAT IS IT?SOCIAL MEDIA

What is Social Media?

McCormack BP693 12

The Big 4- FLYT

WHO IS USING IT?SOCIAL MEDIA

Average SM User?

Soc

ial M

edia

Atte

ntio

n

17

Preferred Communication Method

• Text messaging (37%)• Email (26%)• Social networking IM (15%)• Instant messaging (11%)• Social networking email (11%) • And 12% of students check email on a mobile

device

Average Age of Users

• FB Avg. Age – 38 years old

• LinkedIn Avg. Age – 44 years old

• Twitter Avg. Age – 39 years old

Social Media Demographics

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HOW DO YOU USE IT?SOCIAL MEDIA

Online Marketing Web

23

The SM Funnel

24

Nothing

Single Action

Awarereness

Advocates

Repeat/Enthusiasts

What are you using SM for?

• Awareness

• Sales

• Loyalty

• Pick One & FOCUS

The Education SM Funnel

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Nothing

Inquiry

Awareness

Apply

Inform & Visit

SM is the Pythagorean Theory of Marketing

• SM2 + C2 = EMC2

• Social Media2 + Conent2 = Engagement/Marketing/Notice2

The Big 4- FLYT

The New Math- COSINE• Connect• Observe• Support• Inform• Network• Educate

The SM Plan

1. Listen to your audience2. What is your relationship with audience?3. What do you want to say?4. What is the your most important position?5. Select your SM mediums6. Schedule content7. Produce content8. Measure and improve

Do this monthThree things to

Start Blogging

Face

Book

Fan

Pag

e

LinkedIn Groups

BackType.com Twitter look at BSU

Google Alerts

Google Analytics

39

SEO

• Key Word Strategy– What are they key words for finding you– Use those in content and advertising

• Optimize Website– To rank higher and cleaner

• Content– Good content helps search– Increases visitors

• Links– Relevant and reputable

Google Traffic

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5 things you can do today for your SM

1. Start a Google Alerts for your school or key word

2. Down Load Google Analytics and load on your server

3. Sign up for free SM monitoring system4. Sign up for Twitter, and download Tweet Deck5. Download and start WordPress blog on your

web or start a Wordpress.com/blog