3. ONLINE FOR BRANDING AND LEADS
Generate awareness Develop capability for
You are there only if of your products or people to contact you
they can find you services online.
Visibility Engagement Awareness Branding Leads
Provide information Build Trust &
to engage people Credibility with
ongoing basis. potential customer
4. Alumni
Placements
Nature of Engagement
University Life
Joining
Decision
making
Interview, and
grooming.
Test preparation
Nature of Community
ENGAGE AT EVERY STAGE OF LIFECYCLE
5. IMPLEMENTATION SCOPE
Website Micro site SEO PPC SMM ORM Mobile
The website is We can work out SEO is common As a practice we We can just not This is must for It is important to
good. very basic micro and must for any don’t recommend workout SMM any digital engage your
site for the website. aggressive PPC, proposition at venture as any audience over
engagement. but advocate social network brand needs mobile social
social network sites but can also online reputation media. It is next
ads on facebook. engage your management. big thing in
audience over marketing and
various other you should not
inline activities. miss this out.
6. Engage customers
• Engage, interact, and
Blogs and Forums promote with help of
Awards, Polls, Contests
• Interact with audience
on relevant blogs, • Incentivizes the
forums, and customer to promote
Paid Ads communities and publicize
• Accomplish short-term • SELL THE CONCEPT
lead generation 1 Engaged Customer
objectives via paid ads.
1 ORM
Paid Ads at Content Sites, Forum
3 Personal Networks Banner Social Networking
Ads UNIVERSITY Sites
2 Engaged Prospect
communities 2 Paid Ads at SNS
• Build communities on
SEO
Facebook, Orkut and
other community Reach TG
platforms.
• Review sites
• Inside peeks, stories,
• Local city sites
gossips, etc
• Engage, interact, and
promote with help of
Community Optimizaion Awards, Polls, Contests
• Reach out to people via
SEO and SMO
• Spreading content
where it reaches the TG
for them to engage with
it.
7. ENGAGEMENT OPPORTUNITIES UNIVERSITY
PHASE 1 2 3 4
PRESENCE Social networking Social network app. Mobile app. Advergaming
It needs progressive It is must for any Mobile apps are Internet and mobile
engagement, which is brand to have desired for growth. It based advergaming
missing. engagement. In the is more important app is desired for
competitive market when the fans and growth and
environment fans and prospect are mostly engagement.
prospects need glued to mobile.
additional tool of
association.
Visibility Engagement Awareness Branding Leads
DON’T FORGET:
* Will share activities for each engagement opportunities soon.
8. EXECUTION APPROACH
Community Content Proliferation Presence & participation Reputation management Viral Campaigns
Online community Content Proliferation Presence & participation Moderation and Viral Campaigns for
development for brand across the internet- at top forums, blogs reputation management reach and engagement
promotion and sales News, Photos, Videos, where relevant
generation PPTs, Polls, Contests, customers visit.
Feedback
9. Test Grooming &
Student life Alumni
Preparation Interview
ENGAGEMENT OPPORTUNITIES*
* The social network presence on facebook, twitter etc. is basic in nature and is always part of the engagement
10. Visibility Engagement Awareness Branding Leads
Micro site Video
Test Grooming &
Student life Alumni
Preparation Interview
ENGAGEMENT OPPORTUNITIES
BENEFITS TO UNIVERSITY
Association: The micro sites will help engage prospect as initial stage of decision making and walk them
through the selection process.
Visibility: The micro site as promoted by the university will not only engage the prospect but will also create
visibility. Apart from the microsite there will be extensive engagement on blog, forum, and review sites.
Branding: The regular engagement, and visibility will generate enough interest and positive branding.
Lead Generation: The micro site will engage the interested student and generate targeted lead.
11. Visibility Engagement Awareness Branding Leads
Blog Video
Test Grooming &
Student life Alumni
Preparation Interview
ENGAGEMENT OPPORTUNITIES
BENEFITS TO UNIVERSITY
Association: The micro sites will help engage prospect as second stage of decision making and walk them
through the selection process – group discussion and personal interview.
Visibility: The micro site as promoted by the university will not only engage the prospect but will also create
visibility and respect for the university. The lifestyle, grooming tips will help them get into pre joining
engagement. The regular engagement, brand visibility will generate enough interest and positive branding.
Lead Generation: The micro site will engage the interested student and generate targeted lead.
12. Visibility Engagement Awareness Branding Leads
Blog Video
Test Grooming &
Student life Alumni
Preparation Interview
ENGAGEMENT OPPORTUNITIES
BENEFITS TO UNIVERSITY
Visibility: In the third stage of the admission process when students are in the process of deciding where to
join. They need information on the student life, curriculum, events at university, industry interface, alumni
integration. It is important for university faculty (at least some of them) to have presence and engagement on
all prominent social networking sites, review sites, blogs and journals.
Engagement: The prospect wants to interact with professors, and dean. They want to listen to them. The good
idea is to have a faculty blog, video testimonials etc. for the engagement. A few articles and teaching note will
also help generate positive image
Lead Generation: The prospect who have shown interest are the qualified leads. Right guidance and
information can help university convert them into university student.
13. Visibility Engagement Awareness Branding Leads
Blog Video
Test Grooming &
Student life Academicians
Preparation Interview
ENGAGEMENT OPPORTUNITIES
BENEFITS TO UNIVERSITY
Visibility: In the fourth stage of the admission process when have either decided to join or joined and want to
interact with alumni.
Engagement: the prospect wants to interact with alumni. They want to listen to them. The good idea is to
have a alumni blog, video testimonials etc. for the engagement.
14. ACHIEVEMENTS
Visibility Engagement Branding ORM evangelist Closure
Community Online Presence Brand Building ORM Lead Generation Sales
15. IMPLEMENTATION PHASES
PHASE 0 [NOW TO PRELAUNCH] PHASE I [PRELAUNCH] PHASE II [POSTLAUNCH]
• Sell the concept • Continue campaigns from previous phase • Focus on generating engagement
• Build presence across the internet • Extensive banner campaign • Talk about the success of the client
• Capture audiences at related forums • Insider stories and progress • Capture and promote content
16. MEASUREMENT AND REPORTING
SEO SMM PPC
• SEO implementation progress • Social Media Reports based on channels • PPC implementation progress
• Organic rankings on major search engines selected • Total Clicks and Spending – CPC (Cost Per
• Website traffic and Conversion report • Accomplishments of the month Click) and CTR (Click Through Rate)
• Accomplishments of the month • Next month plan • Conversion Metrics - Total No of
• Next month plan • Other specifics measurability parameters Conversions; Conversion percentage - Cost
identified during measurability Per Conversion
• Other specifics measurability parameters
identified during measurability implementation. • Accomplishments of the month
implementation. • Website traffic and Conversion report • Other specifics measurability parameters
identified during measurability
implementation.
Measure
Lead Generation and Sales+ Brand Promotion + Engagement + Brand Recall + Increased probability of Sales
17. RESPONSIBILITIES
Client We
• Business knowledge transfer • Overall online marketing roadmap
• Content & creative creation (Raw content including Videos) • Support conceptualization of new campaigns and applications
• Support conceptualization for new campaigns • Social media marketing execution
• Define messaging and product positioning • Online reputation management
• Community participation support / Domain expertise (Engage with • Lead Community Participation
community) • Search Engine Optimization
• Promotion (leveraging other channels including offline) • Paid Ads
• Feedback & reviews • Online PRs & social bookmarking
• Measurability, analysis & recommendations
Measure
[Results | Rankings | Traffic | Members | Engagements | Feedbacks | Tonality | Queries | Customers]
18. Vision
Acquisition and loyalty of profitable customers
Customer Centric Digital Marketing Program
SEO & SEM Direct Marketing Rich Media
Search Engine Social Media EDMS, SMS Viral Blogging Virtual
ORM Chat
Marketing Marketing Campaign Marketing Services Seminars
Thanks
20. WHAT IS ONLINE ENGAGEMENT
Optimizaion blogs/forums Reach TG Develop communities Paid Ads
• Reach out to people via • Interact with audience • Review sites • Build communities on • Accomplish short-term
SEO and SMO on relevant blogs, • Local city sites Facebook, Orkut and lead generation
• Spreading content forums, and • Engage, interact, and other community objectives via paid ads.
where it reaches the TG communities promote with help of platforms.
for them to engage with • SELL THE CONCEPT Awards, Polls, Contests • Inside peeks, stories,
it. gossips, etc
21. SEARCH ENGINE OPTIMIZATION (SEO)
VISIBILITY, AWARENESS & LEAD GENERATION
Understanding SEO Relevant Traffic Understanding Market Measurability
• All our SEO resources are • Its not about rankings, its • Conduct “Marketing driven • Build End-to-end measurability
seasoned SEO professionals. about relevant traffic and SEO promotions” rather than for successful implementation
conversions. “optimization driven SEO and ROI based decision
promotions”. making.
We ensure our customers are able to best leverage the search engines
22. Website Analysis On Page Off Page Campaign
And Technical Audit Optimization Optimization Effectiveness
week 1st to 2nd 3rd to 5th 6th to 10th 11th to 12th
Milestone 1st 2nd 3rd 4th
Website Analysis & On page Optimization Off page Optimization Review and maintenance of
SEO Phases Technical Audit, Link ranking.
Popularity or Link building.
Forum Submission, Article Blogs creation & submission Press Release Submission, Community Portals,
Submission Classified Adds Submission Submission in Social Groups.
Strategic
Note:
On monthly basis reports related to the work done will be shared with client.
SEO activity minimum duration of 6 months for the effective result.
An experienced and dedicated online marketing team will review, research and will give feed back for required changes to be done in the site
and will work continuously on the project.
Campaign Effectiveness: Will be done in parallel to the above activities.
SEO FRAMEWORK
23. SOCIAL MEDIA MARKETING (SMM)
INTERACTIVITY, ENGAGEMENT & BRAND PROMOTION
Communication Define message Blogging is must Build brands Measure SMM
• Define the “right • Develop virality in the • Develop corporate blog, • Build & leverage a • Build End-to-end
customer message and Promote build communities and corporate brand, as well measurability for
communication” message in the social leverage existing as brand for key successful
media world forums, blogs individuals in the implementation and
company ROI based decision
making.
We help our customers reach their targets and build branding
24. Corporate Site
COMPARE CONNECT
Idea – micro site
FIND Search ADVERTISE
Micro-Blogs
PUBLISH CONVERSE
Blogging
Social Networks
CONNECT Chat / IM AUDIENCE
Social Media Activities
Customer Activities
Mail & Mail group
Wiki
Bookmarking
SHARE Photo Sharing PROMOTE
Slide Sharing
Social Video & Internet TV
Start Pages
READ Social News PUBLISH
Feed Syndication
Network of Networks
CREATE Mashups & Widgets DEVELOP
App Platforms
OUR SOCIAL MEDIA FRAMEWORK
25. Bad Customer Unsolved Bad
Lost Revenue
Experience Issues Reputation Solution?
Connect Discover Collaborate Publish
ONLINE REPUTATION
ENGAGEMENT & BRAND BUILDING
Engagement Set record straight Integrate ORM Content seeding Monitor discussions
• Be as authentic as •Accept the negative •If you like us, tell others. •Community backfire can • Promote providing
possible feedback and consider it If you don’t, tell us be very strong negative feedback to you
•Engage with potential as opportunity to •Integrate ORM as part of •Ensure you only use only
and existing customers improve your product or customer service experts for content •Ensure people don’t talk
service seeding negative in other forums.
•Your opportunity to set
record straight
26. ORM execution
needs to care of legal,
and Personal
Restrictions. The
execution need to
take care of client
participation, editorial,
Motivation, ORM can not be branding and content
strategies, managed overnight. It creation
involvement of is a continuous
client for the ORM. process. considerations.
Manage
Work on plan Build Confidence Create Foundation Set Expectations Execution
Communication
Incorporate Client Observations and The communication on
Considerations while variations on issues, the digital channel is
working on the plan. and managing ORM calculated and
Long tail issues engaging.
MANAGED ORM SOLUTION
27. PAY-PER-CLICK ADVERTISEMENTS (PPC)
LEAD GENERATION
Google Adwords Landing page experts PPC Optimization Measurability
• All our PPC resources are • Our experts ensure your ad- • Use Google adwords and • Build End-to-end measurability
Google Adwords certified. copy as well as landing pages multiple other PPC alternatives for successful implementation
are best suited for causing (MSN, Yahoo, Miva, Baidu, and ROI based decision
conversions niche search portals, Ad- making.
Networks) for best ROI.
We ensure our customers get the best traffic at the lowest per-click costs to meet their growth objectives
30. Creating Content Embedding Into
User Participation Open Architectures
(an indicative list) Applications
Blogs Tagging RSS Mashups
Wikis Discussion Boards APIs Social Networks
Online Videos Forums
Podcasts Blog
Photos
Applications
PROMINENT SOCIAL NETWORKING SITES FOR CONTENT PROLIFERATION:
31. 2
1
Jack sees the app. upload on
Sam like app. – CAT facebook and decides to
preparation. He and engage.
uploads app. on the social
network.
3
Laura likes the app a lot and
puts it on her blog. It is seen
by his 500 daily readers.
