This Webinar on 'Higher education & Digital Marketing: Trends & Best Practices' is specially for marketers associated with higher education institutions. Learn more about a well planned digital media strategy, which holds the key to success. For on-demand learning and social media workshops visit: http://webinars.webspiders.com/on-demand-learning/digital-marketing For more Digital Marketing & Social Media Presentations from Web Spiders visit:http://www.slideshare.net/Pisocialmedia

2. 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: kavita@webspiders.com
Director

4. Top Universities
Rocking Digital Marketing

5. Social Media Marketing - Boston University
➔ Multi-channel
presence
➔ Shareable content
➔ Cross promotion
➔ Event promotion
➔ Real-time updates
➔ Regular contests
➔ Community
engagement

6. Blog Marketing - Oxford University
➔ Mobile friendly
➔ Easy to navigate
➔ Regular updates
➔ Relevant content
➔ Multiple formats
➔ Website & social
media integration
➔ Smart search
option

7. Video Marketing - Harvard University
➔ Native across
multiple platforms
➔ Relevant
description
➔ Cross promotion
➔ Prominent branding
➔ Regular updates
➔ Use of hashtags
➔ High quality,
engaging clips

8. Higher Education & Digital Marketing:
Best Practices

9. 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

10. Student Engagement @ University of California
Audience: Students
Engage, Inform &
Retain
Blog
Website
News Portal
Social
Media
Videos

11. 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

12. Inspirationa
l Tone
Clear CTA
Social Links
Interactive
Features
Branding
News & Updates
Visitor
Engagement
Key Website Features - University of Maryland

13. 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

14. Social Media Engagement - Singapore Polytechnic

15. 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

16. Infographics
Content Assets - Nanyang Technical University

17. 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)

18. 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

19. Facebook Apps
Alumni Engagement - SP Alumni

20. 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

21. 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

23. 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