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Hi… it’s great to be back with another interactive monthly
webinar & welcome you all to an action-packed learning session!
If this is your first time, let’s get to know each other little bit. I am
based in Singapore and head Digital Marketing at Web Spiders.
More info @ www.webspiders.com
I love digital media, sharing insights based on user behavior &
our interaction with technology! Today’s session is all about
Digital Marketing for Higher Education. Let’s get started!
BTW, you can find me on social media (of course!) @
LinkedIn: www.linkedin.com/in/kavitaj
Twitter: @write2kavita
Facebook: www.facebook.com/kavitaj
E-mail: [email protected]
Director
Top Universities Rocking Digital Marketing
Social Media Marketing - Boston University
➔ Multi-channel
presence
➔ Shareable content
➔ Cross promotion
➔ Event promotion
➔ Real-time updates
➔ Regular contests
➔ Community
engagement
Blog Marketing - Oxford University
➔ Mobile friendly
➔ Easy to navigate
➔ Regular updates
➔ Relevant content
➔ Multiple formats
➔ Website & social
media integration
➔ Smart search
option
Video Marketing - Harvard University
➔ Native across
multiple platforms
➔ Relevant
description
➔ Cross promotion
➔ Prominent branding
➔ Regular updates
➔ Use of hashtags ➔ High quality,
engaging clips
Higher Education & Digital Marketing: Best Practices
1. Different Tones for Different Folks
Prospects
Boost enrollment Social media outreach programs, banner ads, keyword targeting
Students
Parents
Alumni
Donors
Engage, Inform & Retain
Solve Queries, Get Feedback
Engage, Collaborate, Promote
Build Relationship, Raise Funds
EDMs, podcasts, blogs, videos, communities, contests
EDMs, surveys, news portal, blogs, feedback forms
Niche communities, forums, LinkedIn groups, Twitter chats
Social listening, personalised mails, targeted campaigns
Student Engagement @ University of California
Audience: Students
Engage, Inform & Retain
Blog
Website
News Portal
Social Media
Videos
2. A Website that WOWS
Responsive, user friendly, attractive design.
Interactive & engaging - videos, helpdesk, polls
Links to social media networks, blogs.
Clear CTA, share & subscription buttons
SEO optimised, behavioural targeting
Trust factors - testimonials
Be conversational, informative & helpful
Don’t overwhelm with too many headlines, walls of text
Use persuasive copy, address the audience directly
Be unique, innovative & leverage trends
Develop your voice and be authentic
Maintain consistency but don’t be boring!
ELEMENTS
TONE
Inspirational Tone
Clear CTA
Social Links
Interactive Features
Branding
News & Updates
Visitor Engagement
Key Website Features - University of Maryland
3. Multi-Platform (Much like Millennials!)
Native videos, visual content, hyper targeted specific communities, native advertising
Real-time updates, Twitter chats, trending topics , news updates, Twitter handles for different groups
Hashtag marketing, event photos & videos, cross promotion
Students & alumni boards, place pins, campus photos, fun infographics
Tutorials, interactive videos, video testimonials & storytelling, event & promotional videos
Career updates, university blogs, program centric groups, industry news
Social Media Engagement - Singapore Polytechnic
4. Content Creates Clicks Assets Topics/Ideas Frequency
Newsletters University news, course/program updates, upcoming events, announcements
1 EDM/month
Social Media Creatives
Success stories, news, user generated content 4-5 updates/week (more during events)
Blogs Blogs by students, alumni, faculty, blogs on campus lifestyle, hobbies, career/industry updates
Minimum 1-2 blogs/week
Infographics Trending topics, stats & topics relevant for target audience 1 every month or 2 months
Videos Campus videos, event coverage, faculty messages, user generated
1 video/month (more during festivals, events)
Testimonials & Whitepapers
Recent research, eBooks, PDFs Testimonials from current students, faculty, alumni.
Update as often as possible
Infographics
Content Assets - Nanyang Technical University
5. Multi-Channel Nurture (Prospective Students)
Address Queries
(Website, Online
Helpdesk)
Share
Success Stories
(EDMs, Website,
Social Media)
Program/Campus
Info
(Website, Videos)
Invitation to Open House
(EDM, Website, Social Media)
Course Fees
(Website,
Helpdesk)
Attract Visitors
(Banner Ads, Social Media,
SEO)
6. Show Some Love for the Alumni
Alumni Social Media Channels
Custom Content - EDMs, Blogs
Campaigns & Contests
Offline Integration
Apps & Gamification
Alumni Section on Website
Facebook Apps
Alumni Engagement - SP Alumni
Online Contest Ideas
Caption This
Spot the College Hangout
Click selfie with ________
Sweepstakes
Memorable Moments Contest
7. Run Regular Campaigns & Contests
Offline Event Promotion
Annual Sports Campaign
Founding Day Promotion
Inter-college Events
University Fests
Student Faculty Competitions
Campaign Types
Photo Contests
Alumni Campaigns
Crowdsource Contests
Event Promotion Campaigns
App Based Contests
Monitor & Measure Campaign Performance
● Customized editorial calendar
● Team progress tracking
● Collaborative editing, content workflow
● Crowdsourcing, content marketing map
● Campaign planning, execution
● Audience engagement
● Campaign impact analysis
● Collaboration feature for ideas, content
● Targeted advertising
● Auto-schedule, social profile mgmt.
● Real-time social success tracking
● Multiple platform campaign mgmt.
● Campaign performance analysis
Free Mid-Range Mid-Range Enterprise
● Cross channel campaign mgmt.
● Interactive, customized brand experiences
● Social curation feature
● Multiple device, language support
Web Spiders provides 360 ° Digital
Marketing Services:
Search+Social+Content Marketing
#shamelessplugin
Speak to us at 8499 7403 to
discuss more!
www.webspiders.com
On-Demand Learning webinars.webspiders.com/on-
demand-learning/digital-marketing