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Recruiting and Marketing in the Web 2.0 world
Malgosia Green (CEO, LearnHub)Michelle Caers (VP Business Development, LearnHub)November 3, 14:00-15:15
A little about us...
• Malgosia Green
• Designing and building web 2.0 products for over 4 years in Toronto and San Francisco
• Michelle Caers
• Over 14 years experience working in higher education and technology in Canada and Internationally
Outline
• What is Web 2.0?
• Impact on marketing
• Impact on recruiting
• Strategic framework
What is Web 2.0?
• Web 1.0: One-way communication
• Web 2.0: Two-way communication
• Democratization of content creation
• Social Interaction
Web 2.0 and Marketing• Traditional marketing: Broadcast your message
• Web 2.0 Marketing:
• Markets are conversations
• Customers have a voice/power
• Difficult to control your message
Example: Chevy Tahoe
Why should you care?• Of younger internet users (ages 18-34), 1/3 believe
companies should actively market to them via social networks (Cone Research)
• In 2008, 95.7% of college students will go online at least once a month
• In 2006 - 59% use the Internet to get info about a school
• 81% of Indian students interactions online are using social media platforms
Recruiting & Web 2.0• Reach students
• Try to leverage what has already been built
• Contrast with traditional recruiting techniques
Web 2.0 Marketing Plan• Choose your tools
• Define your process
• Assign responsibility
• Calculate ROI
• Optimize process
• Periodically evaluate the ROI and adjust
Tools you can use• Blogs
• Micro-blogging: Twitter
• Social networking
• Viral Videos
• Focus on your TARGET market
Define your Process• Break down your process into stages you can measure
• Use tools to track metrics for each stage
Identify Engage Application OfferAcceptance
Visa Arrival
The Pipeline• What is the starting point?
• What is the intended outcome (goal)?
• Steps in between
Example: Blog• Starting point: people visiting your blog
• Goal: Sign up for your newsletter
Step 1: Initial traffic (identify sources)
Referral from homepageSearch TrafficAds
Step 2: Click on sign up for newsletter button
100
20
Step 3: Submit email address (goal)5
Tracking the stages• Google Analytics: free, easy to use
• Spreadsheets
• CRM
ROI• Total cost of initiative
• Cost of tools + Time
• Ex. If you are comparing 2 methods to get newsletter sign ups
• Blog: 15 man hours/month @$50/hour, $100/month in hosting cost, results in 20 sign ups; Cost = $42.50/sign up
• Total investment $850 - ROI 20 sign-ups
• Google adwords: $1000 in ad spend/ month, 20 sign ups; Cost = $50/sign up
• Total investment $1000 - ROI 20 sign-ups
Optimize• Common sense
• Historical data
• A/B testing
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Evaluate & Adjust• Regularly meet you team and get ROI reports
• Compare initiatives against one another
• Cut what isn’t working
Don’t forget...• Compare your Web 2.0 initiatives to your traditional initiatives
• Ex. Recruitment fairs
• Include travel costs, time away from office, cost to attend, newspaper ads, and the opportunity cost for not doing another initiative
Web 2.0 Don’ts• Don’t use facebook, orkut or myspace
• Why?
• Student profiles are for their friends not “official”
• Hard to see who the author is or to contact them privately
• Hard to tell what is official and what is started by students
• Often the content is not targeted but a general page
Web 2.0 Don’ts• Try to be clever
• Try to control what people are saying
• Transfer offline to online
Web 2.0 Dos• Identify your audience and speak to them
• Be a “real” person and establish a relationship
• Enlist current students and alumni
• Testimonials go a long way
• Provide tons of information in small bites in many different formats: include video, blogs and discussions
• Don’t forget SMS - mobile is increasingly important
Contact• Malgosia Green, CEO
• Michelle Caers, VP Business Development
