Digital marketing & digital learning: new ways to recruit and delight your students

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1 Digital marketing & digital learning: new ways to recruit and delight your students Michael Carrier Director, Strategic Partnerships Cambridge English Language Assessment EAQUALS Dublin, May 20, 2013

2 Think Digital! Digital Marketing reaching new market segments and recruiting more students Digital Learning Delighting the students once recruited, with state-of-the-art digital resources, customer experience, customer service and learning outcomes

3 Digital Marketing Online marketing marketing Online PR Content marketing Mobile marketing Online advertising Social media marketing Website marketing & SEO

4 What is your story? Good News high demand Bad news - ELT commoditised Need re-defined value proposition. And value for money Your image Quartermaine s Terms or Cutting Edge? Need to reach new people and tell your story

5 WOM Digital Marketing Strategy Web offer NPS SEO Touchpoint experience PPC C/ratio

6 Digital customer acquisition Agents Leads for direct enrolments Leads for sponsor enrolments Conversion ratios Personal networks: word of mouse

7 Customer Perception map

8 What s on your website? Information Reassurance Encouragement Excitement Social connections Instant online sales chat? Personal Skype video call? Facetime advice call? SMS advice number? Instant self-placement test?

9 YouTube channel marketing School tours Video testimonials Mini-lessons from school s teachers Our system USP video + Pinterest/ Instagram/ Flickr channels

10 SEO tasks Website localization Translation Keyword optimisation Link building for PageRank Regional Search Engines: EUROPE: Germany - Web.de - Altavista Germany - France - Ecila - Voila France - Italy - Virgilio - Arianna - Russia - Rambler - Yandex - Each link is selected for its relevance, domain authority and trust levels. Links are from a variety of sources, including other websites, niche directories, press releases, PR coverage, social news and social media. WordBank Spain - Olé -

11 Multilingual SEO Is your website constructed with multiple languages? Does your website automatically detect the source IP and deliver the appropriate language? Are your keywords optimized English keywords or are they non-english? Are your keywords translated or re-created by local experts? Do you have domain names with the target country suffix (e.g..de for Germany;.fr for France)? Do you use foreign Hosting providers for foreign domains? Submit your site to over 600 Search Engines:

12 The Filter Effect Double check search engine results from different locations & users Google search #2: Added Missed Yahoo added: The English in Britain web site The Filter Bubble, Eli Pariser Bing Local added: Eurocentres, Regent Cambridge, Cambridge Academy, Fluency n English via Bing Local listings

13 PPC strategy Global Campaigns Google Adwords Bing PPC Local Paid Search Campaigns keyword research ad text localization optimization and reporting Conversion rates from PPC Target key market search engines eg Baidu, Yandex, Yahoo! Japan, Naver etc

14 Digital marketing checklist Digital tools Website Photo gallery of accommodation, staff, classrooms, technology Videos of accommodation, staff, classrooms, technology Alumni video testimonials Agent testimonials SEO consultancy contract Your Twitter feed on the website Your Facebook feed on the website Staff tasked with seeding social media in marketing campaign PPC strategy NPS strategy Mobile marketing campaign Alumni involved in social media campaign Yes/no

15 Social media strategy Don t just sell stuff help people connect Successful social media strategies (1) reduce costs or increase customers willingness to pay (2) by helping them establish or strengthen relationships (3) if they do free work on a company s behalf HBR 2012 most companies are...broadcasting commercial messages or seeking customer feedback. Customers reject these overtures because their main goal is to connect with other people, not with companies HBR 2012 More than 1 billion people use social platforms such as Facebook, eharmony, RenRen and LinkedIn. What s the attraction? They satisfy two basic human needs: to meet new people and to strengthen existing relationships. HBR, 2012

16 Social media marketing channels Facebook Twitter LinkedIn YouTube Vimeo Pinterest Instagram Flickr Tumblr Tencent QQ RenRen Weibo Orkut

17 What s a good Twitter strategy? Half a billion users & 140 characters Engaging not just promoting Link to something interesting Call to action ask for input or response Build up followers - who can support your brand

18 Facebook strategy tips 1. Find your peeps 2. Concentrate on conversing and building relationships, instead of broadcasting and selling. 3. Use a Facebook personal profile AND a Facebook business page TOGETHER. 4. Cross-post and cross promote 5. Use a social media dashboard like Hootsuite 6. Get them on the list 7. Measure and track your social media results

19 Monitoring social media Monitor all social media conversations and summarise in metrics Compare effectiveness of outreach of each social media channel Post new messages to all social media from one central source

20 Net promoter score How to Calculate Your Score NPS is based on the fundamental perspective that every company's customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question How likely is it that you would recommend [Our School] to a friend or colleague? you can track these groups and get a clear measure of your company's performance through its customers' eyes. Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-ofmouth.

21 Adobe Marketing Cloud Now there s a single service that includes everything digital marketers need to get ahead. Adobe Marketing Cloud gives you a complete set of analytics, social, advertising, targeting and web experience management solutions and a real-time dashboard that brings together everything you need to know about your marketing campaigns. Service Adobe Analytics Adobe Media Optimizer Adobe Target Adobe Experience Manager Adobe Social Benefit So much data, so little time. With Adobe Analytics you ll know who your customers are, where they are, and what they re into. Now you can automatically optimize your bids within search, display and paid social media. Just set your campaign goals, and Adobe Media Optimizer places the bids for you. Right content. Right place. Right time. That s what digital consumers have come to expect, and Adobe Target makes sure you can deliver. Desktops, laptops, tablets, smartphones with so many screens, you need a solution that efficiently delivers digital experiences that reach customers wherever they are. Adobe Social can help you crack the code of social, giving you the tools, data, and insights you need to manage, measure, and amplify your social media plan. With Adobe Marketing Cloud, we can quickly understand in a visual way why people are coming to our site, what they are looking for, and how to cater to them one-to-one - Aleks Reljic, Vice President of e-commerce, Sony Electronics Inc.

22 Marketing metrics

23 Case study Cambridge English Social Media Objectives Develop an effective and direct communication between Cambridge English and our stakeholders Increase our brand awareness globally through fan base Provide support to candidates taking Cambridge English exams Engage with & influence our target audiences Develop advocates by building brand loyalty Form the critical foundation for future conversion

24 Our global pages 1,350,387 as of 19/03/2013 Launch date: 04/04/2011 Launch date: 29/04/2011 Launch date: 01/11/2011 Page name: Cambridge English Language Assessment URL: /CambridgeEnglish Number of fans: 921,614 Page name: Cambridge English: Advanced (CAE) URL: /CambridgeCAE Number of fans: 57,786 Page name: IELTS Official URL: /IELTSOfficial Number of fans: 370,987

25

26 Key Performance Indicators Number of fans vs. country s total Facebook population Number of likes, comments and shares Friend referrals and Facebook recommendations Page reach and frequency Number of advocates and influencers Number of traffic directed to our website Cost-effectiveness of advertising campaigns

27 Providing customer service

28 Bite-sized English learning

29 Facebook quizzes

30 Facebook Apps Academy Island Developers In app purchase Facebook commission

31 Cambridge English TV Key Performance Indicators Number of video views Estimated minutes watched Total Likes/ Dislikes rate Number of subscribers compared to video views

32 Cambridge English TV - metrics

33 Twitter as customer provides overall news and product information & has the largest number of supports teachers who use the Cambridge English Teacher website and teacher development is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally 33

34 Key Performance Indicators Number of followers Number of tweets Number of retweets by followers Level of engagement and activities in a 30 day period % retweets by followers compared to total number of tweets in a 30 day period

35 Think Digital! Digital Marketing reaching new market segments and recruiting more students Digital Learning Delighting the students once recruited, with state-ofthe-art digital resources, customer experience, customer service and learning outcomes

36 The learner at the centre of cloud-based learning Blended Course via LMS VOIP etutors FaceTime LMS-based Practice MyPortfolio (User generated content & Social Media community) Phone-Tablet-PC (device agnostic) Face-to-face classroom The Learner

37 Delighting your customers - touchpoints Before they arrive: 360 video tour of school & classrooms & teachers & accommodation Access to MySchool online space Learning plans & syllabus etc for parents/sponsors as well as learners Pre-arrival study page on website re-activate passive knowledge before travelling

38 On arrival Support: free wifi in school Loan of tablet / Kindle for homework / practice Downloadable homework / study guides / resources Digital server to share movies & ebooks Social Events app; partner with Tourist Board Accommodation: Pre-arrival videos MySpace online profile for each family Free wifi Tablet on loan Family-to-family links Alumni testimonials

39 Digital learning channels Classroom channels: IWB Digital textbooks 1:1 or BYOD PRS systems Out of class channels: Handheld LMS Apps Web

40 Learning Management Systems

41 One to One learning. The vision for 1-to-1 computing in Maine: A personal digital device, at the point of learning, as defined by the student.

42 Handheld learning What is Handheld Learning? Using tablets/mobile phones in class to study language activities exercises, reading, listening etc Using student laptops or handhelds in class for group activity Using tablets/mobile phones outside class for student selfaccess language practice Using mobile phones in the wild - to collect data for lesson input, record interviews etc

43 Vox Pop Cashless service Calling home.

44 At the end of the course Sharing the last day: Graduation ceremony - Live stream on Skype/WebEx for parents to watch Video & photos of graduation on YouTube & Flickr channels Sharing afterwards: Keep your customers: Maintenance English offer Alumni community, newsletter, events Alumni discounts Alumni = WOM & NPS

45 Contacts Cambridge English sites: Suggestions, questions, comments: To download the presentation:

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