Integrated Digital Marketing for Universities: ICEF Miami 2013 presentation slides with speaker notes embedded from Intead

ICEF North America WorkshopMiami December 2013

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1ICEF North America WorkshopToronto May 2013www.intead.com 17 November 2011

Presented at

North America WorkshopDecember 2013Miami

Ben Waxman, InteadMichael Waxman-Lenz, Intead

Academic RecruitingImplementing Integrated Digital Marketing

http://www.intead.com/





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This Afternoon’s DiscussionDigital marketing implementation as part of a holistic strategy

What do you mean by holistic?• We all feel like we could be doing better with

digital.

Why do we think what we think?• Digital really is important. Here’s why.

How do we implement?• An analysis of the platform and channel options

and how to use them

NOTES: Intead creates and implements digital tools to attract, recruit, orient and retain international students. The implementation options we will discuss seek to create a holistic strategy to recruit and enroll international students. We use digital tools to build relationships from a distance.

The ideas we will address today:-Digital Marketing is critical -The number of Channels is multiplying rapidly-International is even more complex than domestic-To succeed, a systematic approach to implementation wins the day.

Social Media – a qualitative difference for the interaction between consumers and organization. Important to keep in mind that social media is just one part of a comprehensive digital marketing strategy. Today we will look at a number of elements of what a comprehensive approach might include.

Basically – we want to look at your entire digital platform (or footprint) and how you can integrate social media into that platform to increase your footprint. Let me explain what this means…



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Holistic Strategy for Student Recruiting

NOTES: Digital marketing and offline marketing need to feed each other. They both create great content and leads to help you succeed with this holistic approach.

Your digital platform includes your website and so much more. It includes:How you distribute mass (and individual) emailsHow you distribute promotional content (videos, social media posts, ads, really, just about anything that let’s the world know how good you are at what you do)

And here’s an important and often overlooked part. Your platform includes how you track and analyze the results. Everything digital is trackable. This is a huge advantage in the world of marketing.



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Why we think what we think.

NOTES: So, you might ask, why is digital so very important? Most of you already know the answer.

This stuff is important and there are some large forces at work that we want to review before we dive into the implementation processes you can use.

So here’s the spoiler alert about this next section of our presentation:

• Marketing it all about knowing your audience -- >Look at user behavior • Digital is everywhere • Mobile usage real implementation consequences “responsive design” • Social Media real consequences for your work and for marketing needs• Proliferation of platforms • Content creation is a challenge • Users want on demand information • Marketing automation will keep you in touch and attractive• Marketing personalization and segmentation is possible even with automation• Analytics are hard to master, HOWEVER, they help you improve – we think they are the real answer to beating the competition.• With implementation you will want to address the tactics that really affect your visibility to students on digital platforms.

-Mobile -SEO -Paid Search



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Source: We Are Social, 2011

In Millions

NOTES: Everyone we are after – everyone we want to recruit – is online.

The regions around the world look dwarfed in this chart because of the 3 Billion people in Asia (China + India) who are using mobile devices. However, the entire world is now wired.



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Social Media is a Global Phenomenon

60 – 85% of those with social media profiles

log onto their social media platforms

EVERY DAY

NOTES: Social media use is GLOBAL. There are more Facebook and Twitter users outside of North America than inside North America.



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Desktop vs. Mobile Access INDIA

Source: Kleiner Perkin Caufield & Byers, December 2012



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Different platforms rule in different countriesIndia South Korea China Japan

Global sites preferred Local social networking & video sites dominate

Local search engines and SM networks dominate space

Not very social; Mobile dominates

Source: Web search, 2011; College Board internal analysis

NOTES: There are a lot of different channels to consider with each country. With YouTube blocked in China, YouKu has 26M visitors daily. Hard to ignore. And with these platform tools we have been discussing, you are able to manage the proliferation of social media channels. You are able to produce large content publishing efforts and automate very granular responses to students using specific channels. Using analytics, you are able to see which of these efforts pay off over time. You are able to hone your activity and your budget expense.



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Who is evaluating us?



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What the Digital Audits Tell Us

NOTES: So we know that students are searching for options online and using mobile devices. And we know we need to reach them where they are – in the digital world, as well as in the physical world. But they are actively looking for you before you will ever meet them.

Before you are ever in touch with them, purchase their name from a lead generator, meet them at a student fair, or they get in touch with an agent, they are searching on line and sharing what they find with friends. It is important to know how you appear to them when they conduct these searches.

Conducting a digital audit provides a clearer picture of what students see when they look at you.

With our Digital Audit (details on our website) we look at and report on load times and social media hits on major social media channels, search results on major search engines. We list which agencies mention the institutions and provide screen shots of many school relevant web pages. And we provide detailed recommendations in each audit report.


http://www.intead.com/interactive-branding-tools/digital-brand-audit/


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For theAcademic Institutions

in the Room

Win a Free Digital Audit

We will draw a card from the bag at the end of our presentation



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NOTES: We know your colleagues are struggling with all of this. We know many, if not most, do not have the systems in place to manage the communication channels that we need. How do we know that? Well…We created a small experiment which is very common in the retail industry -- Mystery shopper – to find out what the student experience is when reaching out to schools. We had one of our Chinese employees contact 30 institutions across the world U.S, Australia, and Canada. We tracked, and monitored the responses.

First of all, we apologize for creating additional work, but it’s very instructive to see the results. So, here’s the good news, sort of: 54% responded with a very personalized appropriate response within 24 hours. 13% responded within 2 business days – still reasonable, but could be better.10% responded within 1 month – we’re not sure why they bothered.23% did not respond at all.



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NOTES: So we have all these students we are interested in attracting. What do we know about them. And what if we really want to know something about THIS GUY as a stand out from the crowd?

How can we do that? We will get there, but first we have a few things we need to talk about.



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It’s about process and creativity

NOTES: Michael Porter, Harvard Profession – there are ONLY two ways to have a competitive advantage Price or Specialization

-- Our world is not THAT black and white, but this thinking makes the point.

The Marketing Channels we are discussing require tactical technology execution.



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NOTES: They require skill sets and processes to use the tools available.

Yet, these processes don’t work without VALUED CONTENT. This is where the idea of Brandingcomes into the picture. Branding = Differentiation

Once you have the systems and tools in place, you feed into those systems the ideas that make you different. You can create content that will appeal to the type of student that really fits in your institution. With digital marketing, it’s all about the content.



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NOTES: Recruiting and marketing are HARD WORK. Personality and Process are equal parts. Digital marketing requires creativity, process and analytics. The analytics allow us to OPTIMIZE ACTIVITIES to get better and better and better.

We want to talk about Digital marketing implementation as part of a holistic strategy.

This workshop is about integrated – digital –marketing –

Let’s Define this more clearly



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Your website is the foundation upon which you build

Everything you do drives traffic to your website.

Your website captures visitor leads

The Source of Our Headaches:

The Proliferation of Marketing Channels

NOTES: We’ve got to get a handle on how to manage, distribute, publish and evaluate all these channels. Let’s get some perspective on how we got here.In 1992, 20 years ago, we had print and personal visits. We ran ads and visited high schools and college fairs. By 1995 we were asking, “Do we REALLY need to have a website?”

Today, we don’t print ANYTHING that doesn’t have our website on it. And that website has become the primary source of information for students researching international university options. A recent i-Graduate report identifies the key influences for students making decisions about where to study: friends (47%); parents (38%); and your website (23%).

And where are those friends getting and sharing information? On social media.

And so our marketing channels now include: -Email marketing-SEO-PPC-Mobile accessibility-Social media

It took us about 10 years to incorporate our website into EVERYTHING we do in our recruiting and marketing efforts. Over the next 10 years we will incorporate social media into EVERTHING and we will drive traffic to specific, trackable landing pages.



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Ford Model T

NOTES: When we put the changes to marketing activity into historical context, we see that in just a couple of decades, consumer interaction has changed dramatically.

This does not mean that personal interaction is NOT absolutely critical – it IS. We are here at this conference because we want to meet, trust and collaborate AND We are here because we did our research. We can see that interactions will be digital.

Ford told us we could have the Model T in any color as long as it is black.



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NOTES: Today, we can customize our Tesla online before we buy it.Customization – Personalization of marketing and products RULES --- greater response rates, more success, more appealing.



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Implementation

BIG PICTURE



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Digital & Offline Strategies Feed Each Other

NOTES: Take incremental steps but have the whole picture in mind. Start publishing



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Implementation

SYSTEMS



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What digital marketing activities do we need?

NOTES: So how DO you reach out effectively? This is not a technology vendor session – there many different solutions to get to the outcome --- THERE IS NO ONE PERFECT SOLUTION. Here are the building blocks you need. You can invest a lot or a little in these tools – but these are the basic building blocks that are part of the platform you will want in place.

And remember the magic ingredient: Continual Analysis of What Is Working. You must have analytics built in and the skill set and time to evaluate the data you are getting from this activity.

NOTES: Your CORE SET of ACTIVITIES will be:•Email engine with analytics•Website(s) with analytics•Mobile delivery•Publishing tool•Social media distributor



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A Platform with A Comprehensive View

1All-In-One

Text goes here

Social Media

Content Creation

Email &Lead

Nurturing

SEO

MarketingAnalytics

MarketingAutomation

LandingPages

NOTES: There is a way to manage this. For our own international branding and marketing we use a paid platform called Hubspot. We also implement and manage this platform for our clients. It is in all-in-one platform which enables us to execute on the prospect’s goals through one single environment which in turn saves the prospect from investing in other platforms. It provides a single point of view for analytics.

Paid Search



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NOTES: With this system and a holistic approach, you can reach this guy and make him feel valued. You can get him to take a real interest in what you have to offer. Help him evaluate what makes your institution special.

To reach him, you need Advanced Digital Marketing: Automation PersonalizationSegmentation



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Implementation

SEARCH ENGINES

SEO & PAID SEARCH

NOTES: These are complex topics to understand.



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Let’s talk Search:

SEO

PPC



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Implementation

SOCIAL MEDIA TACTICS



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NOTES: Friends and family, consumer reviews, consumer blogs – all of these rate as highly trustworthy media channels in China. This is all about sharing.



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Planning Your Social Media Work

Build Your Own PlanDownload this sample worksheet along with a blank planning grid

from our website HERE

NOTES: We’ve developed a template that can help you consider the various social media channels that might work for you and how you could set up a publishing plan.


http://services.intead.com/get-your-free-digital-media-planning-tool-

http://services.intead.com/get-your-free-digital-media-planning-tool-


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Social Media Implementation

Editorial Policies

Content creation plan

Clear responsibility assignments

Integrate feeds with collateral (include landing pages)

Tracking to justify and improve your efforts

NOTES: As part of your social media strategy you will want to:•Establish an editorial policy – what type of content are appropriate? What will resonate with your target audience? An authentic tone/approach and consistently engaging content are both essential. Consider this: do you think the New York Times and the National Enquirer have the same editorial policies about what appears on their front page? Every organization has to decide what is provocative enough to draw prospects but does not cross your institutional “line”•Generate content consistently•Integrate your feeds into your collateral –keep things coordinated•Assign someone to keep an eye on the activity to keep it current, keep it on target, keep it aligned with your editorial policies•Track your activity so that you can measure successful conversions and continually improve your outreach efforts



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Using Facebook Internationally

The Methods

• Post targeting

• Separate pages

• Global pages

• Third party marketing services



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Third Party Marketing Services Can Help You

Anyadir Education’s social recruitment modelExample: Anyadir Education

connects students from across India with universities in the US and Australia

• Promote your institution on Facebook

• Inform prospective students about studying in your country

• Generate and filter student leads



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Implementation

ANALYTICS



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Analytics – Free and Data Rich

NOTES: Google Analytics does NOT provide public data but ONLY on your own web property. It can be installed on each of your webpages to inform you of where your visitors are coming from, the devices they are using (mobile or desktop), hwhich pages they visit and how long they stay on any one page.

There is so much data available from Google Analytics that you will want to find some kind of data geek to help you figure out what the reports are saying and which reports you will want to review month over month. It’s like excel – most of us use 5 to 10 % of the capabilities. Definitely true for GA.

The cost for using this data is in the expertise needed to understand what you are looking at. Either internal resources or external vendors.



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Analytics – Deep Geographic Insights

NOTES: This kind of powerful regional information that can inform your recruiting strategy And gives you insights where to follow up. Do your registrations correspond with your traffic - we’ll talk



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What Google Analytics Tell Us

NOTES: Many different ways to parse the data. Compare results.

Future activities can be evaluated at a granular level. Before and after trips we can see what kind of traffic you have at the city level – throughout China and other countries around the world. This kind of data informs how your operational tactics can be improved.



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What Google Analytics Tell Us

NOTES10K visitors from India to this university website28K visitors from China

The drop off after the home page is incredible.

We are not speaking to them in a way that resonates.

Social media is important as just one part of your digital presence and marketing. It complements your website, email marketing, tours, fairs, print collateral.



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What We All Want

More well-placed

well-prepared

international students



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Thank you

Industry Insights

Mobile App

For more information, please contact

Michael Waxman-Lenz, CEO & co-founder: [email protected]

e-Publications

NOTES: Click these links to learn more



http://info.intead.com/stoury
