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© UCLES 2013
Michael Carrier
Director, Strategic Partnerships
Cambridge English Language Assessment
AISLI, Catania – May 18, 2013
Digital marketing & digital learning:
new ways to recruit and delight your
students
© UCLES 2013
Think Digital!
Digital Marketing
reaching new market segments and recruiting more
students
Digital Learning
Delighting the students once recruited, with state-of-the-art
digital resources, customer experience, customer service
and learning outcomes
© UCLES 2013
Digital Marketing
Online marketing
Mobile marketing
Social media marketing
Content marketing
Online PR
Email marketing
Website marketing & SEO
Online advertising
© UCLES 2013
What is your story?
• Good News – high demand
• Bad news - ELT commoditised
• Need re-defined value
proposition….
• …And value for money
• Your image – Quartermaine’s
Terms or Cutting Edge?
• Need to reach new people and
tell your story
© UCLES 2013
Digital
Marketing
Strategy
SEO
PPC
WOM
NPS
C/ratio
Touchpoint
experience
Web offer
© UCLES 2013
Digital customer acquisition
• Agents
• Leads for direct
enrolments
• Leads for sponsor
enrolments
• Conversion ratios
• Personal networks:
word of mouse
© UCLES 2013
Customer Perception map
© UCLES 2013
What’s on your website?
• Information
• Reassurance
• Encouragement
• Excitement
• Social connections
• Instant online sales chat?
• Personal Skype video call?
• Facetime advice call?
• SMS advice number?
• Instant self-placement test?
© UCLES 2013
YouTube channel marketing
• School tours
• Video
testimonials
• Mini-lessons
from school’s
teachers
• ‘Our system’
USP video
• + Pinterest/
Instagram/
Flickr channels
© UCLES 2013
SEO tasks
• Website
localization
• Translation
• Keyword
optimisation
• Link building
for PageRank
“Each link is selected for its relevance, domain
authority and trust levels….
Links are from a variety of sources, including other
websites, niche directories, press releases, PR
coverage, social news and social media.”
WordBank
Regional Search Engines:
EUROPE: Germany -
Web.de - http://web.de
Altavista Germany - http://www.altavista.de
France -
Ecila - http://www.ecila.fr
Voila France - http://www.voila.fr
Italy -
Virgilio - http://www.virgilio.it
Arianna - http://www.arianna.it
Russia -
Rambler - http://www.rambler.ru
Yandex - http://www.yandex.ru
Spain -
Olé - http://www.ole.com
© UCLES 2013
Multilingual SEO
• Is your website constructed with multiple languages?
• Does your website automatically detect the source IP
and deliver the appropriate language?
• Are your keywords optimized English keywords or are
they non-English?
• Are your keywords translated or re-created by local
experts?
• Do you have domain names with the target country suffix
(e.g. .de for Germany; .fr for France)?
• Do you use foreign Hosting providers for foreign
domains?
http://www.positionresearch.com/tactics-tips/foreign-search-
engine-visibility.html
Submit your site to over 600 Search Engines:
• http://searchenginecolossus.com/
• http://www.mseo.com/
• http://www.submit-away.com
© UCLES 2013
The Filter Effect
Double check search engine results
from different locations & users
Google search #2:
Added –
www.esl-languages.com
www.studiocambridge.co.uk
www.cam.ac.uk
Missed –
www.ecenglish.com
www.cambridgeforlife.org
The Filter Bubble, Eli Pariser
Yahoo added:
• The English in Britain web site
• www.languageinternational.com
Bing Local added:
• Eurocentres, Regent Cambridge, Cambridge
Academy, Fluency n English via Bing Local listings
© UCLES 2013
PPC strategy
• Global Campaigns
• Google Adwords
• Bing PPC
• Local Paid Search Campaigns
• keyword research
• ad text localization
• optimization and reporting
• Conversion rates from PPC
• Target key market search engines eg
Baidu, Yandex, Yahoo! Japan, Naver
etc
© UCLES 2013
Digital marketing checklist
Digital tools Yes/no
Website
Photo gallery of accommodation, staff, classrooms, technology
Videos of accommodation, staff, classrooms, technology
Alumni video testimonials
Agent testimonials
SEO consultancy contract
Your Twitter feed on the website
Your Facebook feed on the website
Staff tasked with seeding social media in marketing campaign
PPC strategy
NPS strategy
Mobile marketing campaign
Alumni involved in social media campaign
© UCLES 2013
Social media strategy
“Successful social media strategies
(1) reduce costs or increase customers’ willingness to pay
(2) by helping them establish or strengthen relationships
(3) if they do free work on a company’s behalf” HBR 2012
“More than 1 billion people use social platforms such as
Facebook, eHarmony, RenRen and LinkedIn.
What’s the attraction? They satisfy two basic human needs: to
meet new people and to strengthen existing relationships.”
HBR, 2012
“most companies are...broadcasting commercial messages or
seeking customer feedback.
Customers reject these overtures because their main goal is to
connect with other people, not with companies” HBR 2012
“Don’t just sell stuff – help people connect”
© UCLES 2013
Social media marketing channels
• YouTube
• Vimeo
• Flickr
• Tumblr
• Tencent QQ
• RenRen
• Orkut
© UCLES 2013
What’s a good Twitter strategy?
• Half a billion users & 140 characters
• Engaging not just promoting
• Link to something interesting
• Call to action – ask for input or response
• Build up followers - who can support
your brand
© UCLES 2013
Facebook strategy tips
1. Find your peeps
2. Concentrate on conversing and building
relationships, instead of broadcasting and selling.
3. Use a Facebook personal profile AND a
Facebook business page TOGETHER.
4. Cross-post and cross promote
5. Use a social media dashboard like Hootsuite
6. Get them on the list
7. Measure and track your social media results
http://socialmediatoday.com
© UCLES 2013
Monitoring social media
• Monitor all social media
conversations and summarise in
metrics
• Compare effectiveness of
outreach of each social media
channel
• Post new messages to all social
media from one central source
www.SproutSocial.com
www.Klout.com
© UCLES 2013
Net promoter score
How to Calculate Your Score
NPS is based on the fundamental
perspective that every company's
customers can be divided into
three categories:
Promoters, Passives, and
Detractors.
By asking one simple question —
How likely is it that you would
recommend [Our School] to a
friend or colleague?
you can track these groups and
get a clear measure of your
company's performance through its
customers' eyes.
• Promoters (score 9-10) are loyal enthusiasts
who will keep buying and refer others, fueling
growth.
• Passives (score 7-8) are satisfied but
unenthusiastic customers who are vulnerable
to competitive offerings.
• Detractors (score 0-6) are unhappy
customers who can damage your brand and
impede growth through negative word-of-
mouth.
© UCLES 2013
Adobe Marketing Cloud
• Now there’s a single
service that includes
everything digital marketers
need to get ahead.
• Adobe Marketing Cloud
gives you a complete set of
analytics, social,
advertising, targeting and
web experience
management solutions and
a real-time dashboard that
brings together everything
you need to know about
your marketing campaigns.
“With Adobe Marketing Cloud, we can quickly understand in a visual way why
people are coming to our site, what they are looking for, and how to cater to them
one-to-one“ - Aleks Reljic, Vice President of e-Commerce, Sony Electronics Inc.
Service Benefit
Adobe Analytics So much data, so little time. With Adobe
Analytics you’ll know who your customers are,
where they are, and what they’re into.
Adobe Media
Optimizer
Now you can automatically optimize your bids
within search, display and paid social media.
Just set your campaign goals, and Adobe Media
Optimizer places the bids for you.
Adobe Target Right content. Right place. Right time. That’s
what digital consumers have come to expect,
and Adobe Target makes sure you can deliver.
Adobe Experience
Manager
Desktops, laptops, tablets, smartphones — with
so many screens, you need a solution that
efficiently delivers digital experiences that reach
customers wherever they are.
Adobe Social Adobe Social can help you crack the code of
social, giving you the tools, data, and insights
you need to manage, measure, and amplify your
social media plan.
© UCLES 2013
Marketing metrics
© UCLES 2013
• Develop an effective and direct
communication between Cambridge
English and our stakeholders
• Increase our brand awareness globally
through fan base
• Provide support to candidates taking
Cambridge English exams
• Engage with & influence our target
audiences
• Develop advocates by building brand
loyalty
• Form the critical foundation for future
conversion
Case study – Cambridge English
Social Media Objectives
© UCLES 2013
Our global pages
Launch date: 04/04/2011 Page name: Cambridge English Language Assessment
URL: /CambridgeEnglish Number of fans: 921,614
Launch date: 29/04/2011 Page name: Cambridge English: Advanced (CAE)
URL: /CambridgeCAE Number of fans: 57,786
Launch date: 01/11/2011 Page name: IELTS Official
URL: /IELTSOfficial Number of fans: 370,987
1,350,387 as of 19/03/2013
© UCLES 2013
© UCLES 2013
Key Performance Indicators
• Number of fans vs. country’s total Facebook population
• Number of likes, comments and shares
• Friend referrals and Facebook recommendations
• Page reach and frequency
• Number of advocates and influencers
• Number of traffic directed to our website
• Cost-effectiveness of advertising campaigns
© UCLES 2013
Providing customer service…
© UCLES 2013
Bite-sized English learning …
© UCLES 2013
Facebook quizzes
© UCLES 2013
Facebook Apps
• Academy Island
• Developers
• In app purchase
commission
© UCLES 2013
Cambridge English TV –
Key Performance Indicators
• Number of
video views
• Estimated
minutes
watched
• Total Likes/
Dislikes rate
• Number of
subscribers
compared to
video views
© UCLES 2013
Cambridge English TV - metrics
© UCLES 2013
33
Twitter as customer support
@CambridgeEng
provides overall news and product information & has the largest number of followers
@CamEngTeachers
supports teachers who use the Cambridge English Teacher website and teacher development courses
@CamEngHelpers
is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally
© UCLES 2013
Key Performance Indicators
• Number of followers
• Number of tweets
• Number of retweets by followers
• Level of engagement and activities in a 30 day period
• % retweets by followers compared to total number of
tweets in a 30 day period
© UCLES 2013
Think Digital!
Digital Marketing
reaching new market segments and recruiting more
students
Digital Learning
Delighting the students once recruited, with state-of-
the-art digital resources, customer experience,
customer service and learning outcomes
© UCLES 2013
The learner at the centre of cloud-based learning
Face-to-face
classroom
eTutors
Phone-Tablet-PC (device agnostic)
LMS-based
Practice
MyPortfolio (User generated content
& Social Media
community)
Blended Course
via LMS VOIP FaceTime
The Learner
© UCLES 2013
Delighting your customers - touchpoints
Before they start:
• 360 video tour of school &
classrooms & teachers
Access to ‘MySchool’ online
space
• Learning plans & syllabus
etc – for parents/sponsors
as well as learners
• Pre-course study page on
website – re-activate
passive knowledge before
studying
© UCLES 2013
On arrival at the school
Support:
• free wifi in school
• Loan of tablet / Kindle for homework / practice
• Downloadable homework / study guides /
resources
• Digital server to share movies & ebooks
• Social Events app:
partner with Tourist Board
© UCLES 2013
Digital learning channels
Classroom channels:
• IWB
• Digital textbooks
• 1:1 – or BYOD
• PRS systems
Out of class channels:
• Handheld
• LMS
• Apps
• Web
© UCLES 2013
Learning Management Systems
© UCLES 2013
One to One learning ….
The vision for 1-to-1 computing in Maine: “A personal digital device, at the point of learning, as defined by the student.”
© UCLES 2013
Handheld learning
What is Handheld
Learning?
• Using tablets/mobile phones
in class to study language
activities – exercises, reading,
listening etc
• Using student laptops or
handhelds in class for group
activity
• Using tablets/mobile phones
outside class for student self-
access language practice
• Using mobile phones ‘in the
wild’ - to collect data for
lesson input, record interviews
etc
© UCLES 2013
Vox Pop Cashless service
Calling home….
© UCLES 2013
At the end of the course
Sharing the last day:
• Graduation ceremony -
Live stream on
Skype/WebEx for
parents to watch
• Video & photos of
graduation on YouTube
& Flickr channels
Sharing afterwards:
Keep your customers:
• Maintenance English offer
• Alumni community,
newsletter, events
• Alumni discounts
• Alumni = WOM & NPS
© UCLES 2013
Contacts
Cambridge English sites:
• www.CambrigeEnglishTeacher.org
• www.teacher.cambridgeenglish.org
• www.cambridge.org/english
Suggestions, questions, comments:
To download the presentation:
www.michaelcarrier.com
