digital review for universities
Post on 12-Apr-2017
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University of Wolverhampton
Digital marketing strategy
Celine Domenech –M: 07972287819 E: domenech.celine@gmail.com
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The Brief
How can digital marketing support the
growth of research for Wolverhampton
University?
+Situa7on Analysis Audience
Current activities
Room for improvement
+Audience groups
n Students & Professors n Applications n Research support
n Businesses & organisations n Interest registration n Research support n Funding
n Media & Press n Spread the word n National/ International attention
+Iden7fiable ac7vi7es (SimilarWeb)
n Social media: 1.5%
n Search 35% n Organic (>99%) n Paid search (<1%)
n Referral trafSic: 24% n Primarily intranet
n Display ~0.11%
n Emailing 10%
+What you would expect
n Search 55% n Organic (95%) n Paid search (5%)
n Direct: 18%
n Referral trafSic: 20% n Partners & AfSinity sites
n Emailing 5%
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The elephant in the room • Content for excitement and engagement
• Communication
• Networking
• Self-‐contained content
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The objec7ves of the strategy • Attract visitors to the research section of the website
• Generate more leads for the research
• Communicate a positive brand image about the research
• Excite the public and the media
• Increase the potential of the research sector
+Strategic ac7va7on Acquisition
Brand awareness/ reputation
Advocacy
+Acquisi7on
Improve content visibility
Targeted recruitment campaigns
Maximise conversion potential
Link proSiling Domain authority
Ranking Visit metrics
Return on Ad Spend Conversions
Engagement metrics Conversions User lists
ACTIVITY
KP
I
Google Analytics £65/mo (MOZ)
Min £500/mo Free Google tools
CRM tool Google Analytics TO
OLS
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What does good look like? • Lateral content generation
• SEO results
• Search advertising
• Increase of conversions
+Brand reputa7on
Maximise content engagement
Build communication campaigns
The touch of ‘awesome’
Engagement metrics Brand mentions Inbound links
Engagement metrics Sentiment metrics CRM list status
Engagement metrics User behaviour Brand sentiment
ACTIVITY
KP
I
Google Analytics £65/mo (MOZ)
Design (tbd) Rival IQ (£130/mo)
CRM system
Development (£40-‐50k) Google Analytics
Market research (£8-‐10k) TO
OLS
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What does good look like? • Digital PR
• Knowledge hub
• Communication matrix
+Advocacy
Leverage your networks
Build advocacy programmes
Reach metrics Engagement metrics
Engagement metrics Visit metrics Inbound links
ACTIVITY
KP
I
LinkedIn Partner networks
Webcam Google Analytics Google Hangouts £65/mo (Moz)
TOOLS
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What does good look like? • Advocacy links
• Real-‐time sharing
• LinkedIn optimisation
+Roadmap & Success
MELODY
RYTH
M
BASS
Controls & Data Analysis
SEO
Time
General Acquisition Brand rep. Advocacy
RT experts RT experts RT experts Case study Case study Case study Case study
Hub built Hub activities
Digital PR Digital PR
PPC & Display
Content marketing
Data capture
Remarketing & automation
Emailing Emailing Emailing
Brand sentiment
Advocacy partnerships
Social media
Leverage network
ProSiling UK ProSiling International
+Measuring success
Celine Domenech -‐ 07972287819
n Acquisition n Increase visits n Higher keyword ranking n Increase conversions n Increase of user list (CRM) n Positive ROI on Ads
n Advocacy n Increase of outreach n Higher link proSile n Increase of views (Hangouts) n Increase of LinkedIn followers
n Brand reputation n Increase of brand mentions n Increase of social media engagement
n Increase of inbound links n Increase of brand searches
+Thank you!
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