Organic Marketing -IECA 2009

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Organic Marketing Growing Your Brand InA Digital WorldPresented by: Kristina Dooley and Michael H. Fleischner


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About UsKristina Dooley

Independent Educational Consultant and IECA Associate Member Former Director of Admission and Marketing at Andrews Osborne Academy

(formerly The Andrews School)

Former Assistant Director of Admission at Hiram College (OH)

Founder of Estrela Consulting

Michael H. Fleischner

Marketing on the Web for more than 12 years

Managing Director of Petersons recruitment services

Developed and manage a number of web sites and blogs (The Marketing Blog)

Author of top selling search engine optimizatoin book, SEO Made

Simple: Strategies For Dominating The Worlds Largest

Search Engine


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What It Means To You

What does your social media say about you?Are you proactively managing your brand?

Quick search


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Independent Educational Consultant


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Begin From Where You Are

Do you have a social media plan? (hint: not justopen accounts)

How does social media fit with your overall

marketing communication plan?

Who owns it? (Do they know that?)

What are your specific social media/brand

management goals? How will you communicate

these to your Head/President/CEO/Board?


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How To Develop a Social Media Program

How about some examples of others

doing it well?Check these out

Assess PlanCreate Goals

ExecuteMeasure


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Student Blogs

YouTube


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Twitter

Flickr


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Facebook


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iTunes U


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Whats going

on in the restof the world?


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Assess Plan Create Goals ExecuteMeasureWhat is your experience with social media?

What type of social media are used by prospective

students, prospective student parents, current students,

and alumni?

Do you already have social media accounts?

What resources do you have?

Will you handle your efforts internally?

Who are you trying to reach?


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knowem


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Will you use all types of social media or just a few?

Which? Why? (Twitter, Facebook, YouTube, Flickr, WordPress,ITunes, etc.)

Who will maintain your accounts and how often will

they be updated?

What type of content will you share/promote?

What action do you want users to take?

AssessPlan Create Goals ExecuteMeasure

One Question to Ask Before Posting Anything UsingSocial Media:

Why Will They Care?


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Be Specific: 1,000 Facebook Fans by December 31, 2010

100 new Twitter Followers per month

10 Page Blog Page Views Per Day

Be Realistic

Make Your Goals Measurable

Know Whos Accountable (hint: make sure this is

well communicated)

Meet Weekly/Monthly to Evaluate Progress

Assess PlanCreate Goals ExecuteMeasure


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Build Your TeamYou, Colleagues, Current

Students/Parents, Interns, Alums, etc.

Use Tools to Help ExecuteTweetDeck (TweetDeck.com)

Tweet Adder (TweetAdder.com)

Co-Tweet (CoTweet.com)

Listorious (Listorious.com)

RESPOND!!!

Assess Plan Create GoalsExecuteMeasure


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TweetDeck


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Co-

Tweet

Listorious


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Assess Plan Create Goals ExecuteMeasure

Measure Regularly

Tools to Help You Keep Track of it All:

Social Mention (SocialMention.com)

Google Alerts

Google Analytics

Re-Evaluate Your Plan Quarterly (or more

often as needed!)


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Contact Information

Kristina Dooley

[email protected]

Michael [email protected]

Thank You!

Documents

Organic Marketing -IECA 2009