SIUE reputation management model - Goshen rotary group
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3-3-10 presentation on incorporating social media in your marketing strategy
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SIUE reputation management model - Goshen rotary group
- 1. Reputation Management Earning and Protecting the Trust Between You and Your Publics
- 3. Value of Reputation Trusted Relationships Increased Organizational Value More Funding, More Resources, More Students Strong Reputation
- 7. Reputation Management Reliable, Predictable Experience Unreliable, Unpredictable Experience When the experience doesn’t match the promise, reputation declines Reputation Index Source: Standing Partnership
- 8. The Mass Media Model Edited and controlled content broadcast to mass audiences Adapted From: Mike Arauz, Thoughts on New Media and Assorted Links PR Print Website Advertising Email
- 9. The Social Media Model Ideas shared, adapted, changed and shared again, and again, and … Source: Mike Arauz, Thoughts on New Media and Assorted Links
- 10. Social Media Continuum of Tools Publish Connect Syndicate, Search, Aggregate Collaborate Rank, Tag, Comment, Bookmark Measure
- 15. Marketing Shift
- 17. Approach to Web Content Text for Bots: Search engines “crawl” your pages looking to establish what they are about so that they can display YOUR pages to searchers. mba programs st louis mba programs st louis
Hinweis der Redaktion
- Brand = The DNA of an organization A foundation for telling your organization’s story Reputation = Current perceptions of an organization A variable based on experiences, news, events, actions
- We talked at people; the conversation was limited to a one-way dialogue
- Today, this is how communications is happening. It’s a dialogue between and among individuals who form communities A decentralized sharing of thoughts and ideas The ultimate in word-of-mouth marketing It’s an opportunity to engage in an authentic way with your prospective students, donors, faculty and others It’s a way to listen…and respond
- RACI: Client Project Work John McArthur and Gil Hoffman 2008 TECHNOLOGY CONFERENCE SIUE LinkedIn (over 1000 members), Facebook (3,161 fans!), Twitter (123), YouTube (168 views of Gardens interview on Lantern), Flickr
- Findability Search engines Google Yahoo MSN Ask, Alta Vista, etc. Social Media FaceBook MySpace Flickr Other interactive outlets Media Blogs Mobile Usability Focus the user Whether direct or clever, use plain language, short sentences and bullets Give the user choices, as if having a conversation Let the user decide what’s important on your site Facilitate a positive user experience Clear, consistent navigation across the site Distinct value proposition: try to convey WIFM – what’s in it for the visitor Utilize images and video to tell the story – more than words! Make it easy to take the next step Talk with us or schedule a face-to-face visit Sign up for E-newsletter Download information Connect with us on social media/bookmark the page Tell-a-friend! Personality Communicate the spirit of the school What would you tell a prospective student who was visiting? Create feelings which become thoughts/actions (with images and minimal text) Engage them and inspire them Represent the people at the institution Faculty/Staff Their fellow students Suggest related items you offer and link to them Appeal to multiple audiences Depict various demographics in images/video Showcase a variety of activities and student life elements Highlight resources and student services Engage parents!
- Bots: Meta tags/data – title, keyword and description tags Content with keyword density for search terms relevant to the page Human readability Hyperlinks to relevant content within your site (a/k/a “cross links”) Hyperlinks from outside websites linking in to your site with specific keywords “ Fresh” and updated content Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later) Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate
- Content for Humans WIFM – Rule #1 Personalization – which means you give them their choice of info People they can connect with – images, video, audio Stories of other students who have done it before and succeeded Real answers to their actual questions Future job outlook and opportunities Data to substantiate your information Social proof (we’ll get to that later)
- Messaging: Sound hokey? Not really. Content is words on a page. Messaging is more than the words you write… It is your promise to the students and parents It is the logic-based value you can provide It is the emotions are you creating to “connect” with your prospective students It is your opportunity to tell stories and share ideas rather than talk AT your future students Your willingness to listen is important; invite participation where appropriate