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Everything You’ve Ever Wanted to Know about eMarketing
(But Were Afraid to Ask)
Marketing System
“WE CAN NO LONGER MARKET DIRECTLY TO THE MASSES”
“NEW MEDIA HAS BECOME A SYNONYM FOR ‘NO BUDGET’”
Purple Cow – Seth Godin
Budget Line Increases VS Decreases
From Marketing Sherpa
Significant Barriers to Adoption
From Marketing Sherpa
Barriers to Adoption
1. Resources and Time2. Control and Exposure3. Lack of ROI – unknown benefits
Survey Highlights
• 27 Colleges and Universities feared an inability to control the message, bad press and exposure
• 26 Colleges and Universities listed a lack of time to learn and implement social media for marketing.
• 18 Colleges and Universities said they would have issues caused by old standards, policies, habits, culture, and existing processes.
Facebook Basics
Facebook in Higher Ed
• Out of 220 respondents, 117 were members of Facebook
• When asked if they used Facebook for the college, the number dropped to 64
64
156
What’s on your mind?
Facebook for Business – Ads
Facebook Ads – Big Update!
Facebook Connect
Facebook Share
Facebook for Business – Public Profiles
Embed custom content with FBML
YOU CAN’T MEASURE NEW MEDIA WITH OLD METRICS
Frequently Update and Measure
• Embed pictures and photo gallery• Create videos and upload them to Facebook• Create and moderate interesting discussions
Measure Fan Size
Measure Interactions
Measure Quantity of Posts
Measure Quality of Posts
Measure Page Views
Measure Media Consumption
Measure Who’s Active
Facebook for Educators – Best of the Best
• Berkeley • William and Mary• Stanford• UCLA• University at Albany• University of Michigan• Michigan State
