The Nature Of Digital Change.

Transcription

1 The Nature Of Digital Change

2 IF MARKETING HAS ONE GOAL It s to reach consumers at the moments that most influence their decisions. It s why Amazon.com, a decade ago, began offering targeted product recommendations to consumers already logged in and ready to buy. It explains Procter & Gamble s decision, long ago, to produce radio and then TV programs to reach the audiences most likely to buy its products hence, the term soap opera.

3 The P&G business dates back to the mid 1800s when it began as a soap and candle-making company. The company started sponsoring radio programs which became known as soap operas in the 1930s when radio was emerging a popular medium. Digital media has "become very integrated with how we operate, it's become part of the way we do marketing," Marketing Chief Marc Pritchard told the Associated Press. "It's kind of the oldest form of marketing word of mouth with the newest form of technology."

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5 THINGS PEOPLE SAY I m not tech minded I m not good with computers I don t have anything to say on social media I m concerned about my privacy I m a dinosaur I m a luddite

6 YOU ARE NOT A LUDDITE! The Luddites were a group of English textile workers and weavers in the 19th century who destroyed weaving machinery as a form of protest. Feared that the time spent learning the skills of their craft would go to waste as machines would replace their role in the industry. The Luddite movement began in Nottingham and culminated in a region-wide rebellion that lasted from 1811 to 1816.

7 YOU KNOW ENOUGH SOSTAC Situation, Objective, Strategy, Tactic, Actions, Control 4Ps Price, Place, Product, Promotion 4Cs consumer, cost, communication, convenience Awareness, Interest, Decision, Action Apply traditional marketing planning techniques to digital marketing Your real world experience

8 THE ADMISSIONS FUNNEL The admissions funnel works the same way as a traditional sales funnel Create content that relates to every area of the funnel Use content to address pain points as these can become leaks in the funnel

9 THEN (1970) NOW (2017)

10 ADAPTING TO CHANGE JOBS THAT DIDN T EXIST FIFTEEN YEARS AGO Digital Marketing Specialist Social Media Manager Blogger Community Manager Chief Listening Officer SEO Specialist App developer/designer Cloud services specialist

11 ADAPTING TO CHANGE Adapting to change in nothing new However the pace at which we need to adapt has changed Our kids will also have jobs that don t exist!

12 THE PRESENT Web Personalisation Sky Adsmart AI Iris Tech

13 ENGAGEMENT % 57% 80% The number of seconds you have to make a good first impression on your website visitor Of website visitors won t engage with a website if it is unattractive Of website visitors won t recommend a school/business with a poor website Of consumers will leave a website if it doesn t work well on their mobile device

14 THE PRESENT WEBSITE PERSONALISATION Imagine being able to change your featured news story, headline, or a photo based on who is visiting your website to offer a totally custom experience.

15 WHY WE ALL NEED A PERSONAL BRAND? Helps to lead and engage people at every level within school to ensure consistent engagement with your school s brand values. Creates a profile that is well-known for what you do and bring to a school Enhancing gravitas and impact in meetings, presentations and with local/national media Being more visible internally and externally Bringing an extra level of personality to your school with your strong personal brand 4

16 QUESTIONS TO ASK YOURSELF What really motivates you and how do you want people to talk about you. Ask yourself what you can do everyday that adds a layer to your brand to reinforce this. Carry out an audit - look at all the ways people come into contact with you - both in person and online - then ask yourself: If I didn t know me and this was my first impression, what would I think?

17 BE VISIBLE Work on a visibility plan - who needs to know who you are and what you re great at? Create a plan to ensure you are more visible to these people. Think about your non-verbal communication and image next - is it in alignment with the messages you put out about your online brand? The most important thing to remember when it comes to personal branding is to be consistent - if you don t, others will be confused by you.

18 ADVERTISING

19 STUDENT VIDEO CONTENT A student from Welbeck Defence College created a day in the life video using a GoPro, it received more views and engagement than the school promotional video!

20 VIDEO ON FACEBOOK Check out the beautiful cover video on Yarm school Facebook page

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22 FACEBOOK ADVERTISING 7

23 WHAT MAKES A GOOD AD? Be informal and talk like your audience does naturally on social media. Show your school s brand personality so the ad feels genuine and on-brand. Be succinct. You only have a few seconds to catch their eye. Always include a call to action (CTA). Make it clear what you want them to do. Include an image for visual impact to boost click-through rates. On Twitter, for example, including an image can boost engagement by 94%! 7

24 TOOLS FOR SCHOOLS 24

25 ACHIEVING YOUR GOALS A LITTLE INSPIRATION 26

26 60+ Integration Student Information Systems Single Sign-Ons Payment Gateways 80+ Design Awards Digital Marketing Services Search Engine Optimisation & Pay-Per-Click Services

27 200+ New blogs, webinars, ebooks and guides to help you do your job better 98% Clients report they re happy with support based on over 2,500 surveys in Web Strategy Workshops were held all over the world 331 New websites launched Pizza Thursdays celebrated to keep us fueled! 15 New product enhancements are underway for % Reduction in average first response time on tickets so far in %+ We had the opportunity to meet with ⅕ of our clients in person! 46k Client requests handled Million ounces of coffee consumed in preparation of FinalsiteU-London

28 UPCOMING EVENTS Upcoming events Join us at FinalsiteU-London Tune in to a free marketing webinar Sign up for our newsletter Join the The School Marketing Community facebook group

29 Thank You! Thank you for attending our presentation.