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Michael Carrier - Digital marketing & digital learning: new ways to recruit and delight your students
1.
© UCLES 2013 Michael
Carrier Director, Strategic Partnerships Cambridge English Language Assessment EAQUALS Dublin, May 20, 2013 Digital marketing & digital learning: new ways to recruit and delight your students
2.
© UCLES 2013 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.
© UCLES 2013 Digital
Marketing Online marketing Mobile marketing Social media marketing Content marketing Online PR Email marketing Website marketing & SEO Online advertising
4.
© UCLES 2013 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.
© UCLES 2013 Digital Marketing Strategy SEO PPC WOM NPS C/ratio Touchpoint experience Web
offer
6.
© UCLES 2013 Digital
customer acquisition • Agents • Leads for direct enrolments • Leads for sponsor enrolments • Conversion ratios • Personal networks: word of mouse
7.
© UCLES 2013 Customer
Perception map
8.
© UCLES 2013 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.
© UCLES 2013 YouTube
channel marketing • School tours • Video testimonials • Mini-lessons from school’s teachers • ‘Our system’ USP video • + Pinterest/ Instagram/ Flickr channels
10.
© UCLES 2013 SEO
tasks • Website localization • Translation • Keyword optimisation • Link building for PageRank “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 Regional Search Engines: EUROPE: Germany - Web.de - http://web.de Altavista Germany - http://www.altavista.de France - Ecila - http://www.ecila.fr Voila France - http://www.voila.fr Italy - Virgilio - http://www.virgilio.it Arianna - http://www.arianna.it Russia - Rambler - http://www.rambler.ru Yandex - http://www.yandex.ru Spain - Olé - http://www.ole.com
11.
© UCLES 2013 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? http://www.positionresearch.com/tactics-tips/foreign-search- engine-visibility.html Submit your site to over 600 Search Engines: • http://searchenginecolossus.com/ • http://www.mseo.com/ • http://www.submit-away.com
12.
© UCLES 2013 The
Filter Effect Double check search engine results from different locations & users Google search #2: Added – www.esl-languages.com www.studiocambridge.co.uk www.cam.ac.uk Missed – www.ecenglish.com www.cambridgeforlife.org The Filter Bubble, Eli Pariser Yahoo added: • The English in Britain web site • www.languageinternational.com Bing Local added: • Eurocentres, Regent Cambridge, Cambridge Academy, Fluency n English via Bing Local listings
13.
© UCLES 2013 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.
© UCLES 2013 Digital
marketing checklist Digital tools Yes/no 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
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© UCLES 2013 Social
media strategy “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 “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 “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 “Don’t just sell stuff – help people connect”
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© UCLES 2013 Social
media marketing channels • Facebook • Twitter • LinkedIn • YouTube • Vimeo • Pinterest • Instagram • Flickr • Tumblr • Tencent QQ • RenRen • Weibo • Orkut
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© UCLES 2013 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
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© UCLES 2013 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 http://socialmediatoday.com
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© UCLES 2013 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 www.SproutSocial.com www.Klout.com
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© UCLES 2013 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-of- mouth.
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© UCLES 2013 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. “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. Service Benefit Adobe Analytics So much data, so little time. With Adobe Analytics you’ll know who your customers are, where they are, and what they’re into. Adobe Media Optimizer 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. Adobe Target Right content. Right place. Right time. That’s what digital consumers have come to expect, and Adobe Target makes sure you can deliver. Adobe Experience Manager 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 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.
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© UCLES 2013 Marketing
metrics
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© UCLES 2013 •
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 Case study – Cambridge English Social Media Objectives
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© UCLES 2013 Our
global pages Launch date: 04/04/2011 Page name: Cambridge English Language Assessment URL: /CambridgeEnglish Number of fans: 921,614 Launch date: 29/04/2011 Page name: Cambridge English: Advanced (CAE) URL: /CambridgeCAE Number of fans: 57,786 Launch date: 01/11/2011 Page name: IELTS Official URL: /IELTSOfficial Number of fans: 370,987 1,350,387 as of 19/03/2013
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© UCLES 2013
26.
© UCLES 2013 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
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© UCLES 2013 Providing
customer service…
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© UCLES 2013 Bite-sized
English learning …
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© UCLES 2013 Facebook
quizzes
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© UCLES 2013 Facebook
Apps • Academy Island • Developers • In app purchase • Facebook commission
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© UCLES 2013 Cambridge
English TV – Key Performance Indicators • Number of video views • Estimated minutes watched • Total Likes/ Dislikes rate • Number of subscribers compared to video views
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© UCLES 2013 Cambridge
English TV - metrics
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© UCLES 2013 33 Twitter
as customer support @CambridgeEng provides overall news and product information & has the largest number of followers @CamEngTeachers supports teachers who use the Cambridge English Teacher website and teacher development courses @CamEngHelpers is the Cambridge English HelpDesk & supports exam candidates and provides rapid customer service support, answering questions personally
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© UCLES 2013 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
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© UCLES 2013 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
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© UCLES 2013 The
learner at the centre of cloud-based learning Face-to-face classroom eTutors Phone-Tablet-PC (device agnostic) LMS-based Practice MyPortfolio (User generated content & Social Media community) Blended Course via LMS VOIP FaceTime The Learner
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© UCLES 2013 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
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© UCLES 2013 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
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© UCLES 2013 Digital
learning channels Classroom channels: • IWB • Digital textbooks • 1:1 – or BYOD • PRS systems Out of class channels: • Handheld • LMS • Apps • Web
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© UCLES 2013 Learning
Management Systems
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© UCLES 2013 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.”
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© UCLES 2013 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 self- access language practice • Using mobile phones ‘in the wild’ - to collect data for lesson input, record interviews etc
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© UCLES 2013 Vox
Pop Cashless service Calling home….
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© UCLES 2013 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
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© UCLES 2013 Contacts Cambridge
English sites: • www.CambrigeEnglishTeacher.org • www.teacher.cambridgeenglish.org • www.cambridge.org/english Suggestions, questions, comments: Carrier.m@cambridgeenglish.org To download the presentation: www.michaelcarrier.com
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