eMarketing Techniques conference

I'm at the Raddisson waiting for the conference to start. Here's the agenda:

http://www.worksmart-emarketing.com/

Networking Breakfast
Opening Remarks
Keynote

Done - Brad Kleinman - Chief eMarketing Officer WorkSmart eMarketing
Topics - E-mail, SEO, Social Networks, Twitter

He's talking about blogger and RSS now.

I just got an accountabilibuddy. Her name is Vaunette.

We're talking about Web 2.0 (read / write web)
Cafepress - Lulu.com

Video - "The Machine is Using Us"
It's all about you.
Only 20-40% open my e-mails?

Examples:
Wikipedia -
Post photos on Flickr
Animoto - Turns flicker photos int video
feedburner
slideshare
icontact / constant contact (e-mail marketing)
Digg/StumbleUpon
PbWiki/WetPaint
Upcoming.org/Confabb (Events)
Technorati / Blogger

Social Media Trends
-Facebook over 150M users
-Over 150k videos uploaded to YouTube daily
-A blog created every half second
.edu guru

Quantifiable
eMarketing is cost and time efficient and gives a high return
google analytics

Web Sites

Design (Capture attention immediately, call to action, provide paths, get them to come back, track it)

Good examples

• KetteringUniversity
• Valencia

1. Make it easy to buy. (3 or 4 clicks, not 17)
2. Engage the users
3. Get their email

E-mail

Offer a value based newsletter (80% value, 20% pitch)
quirk

Cost effective

View opens and clicks (Manage relationships - intelliworks)

Web site SEO - CPM - PPC - Organics

It's all about Google - Use title tags (title your page with keywords)

Google Adwords, Website grader.com, seo digger

Inbound links - get others to link to you

Social Media = Sharing

Book recommendation-Groundswell

People - Who are they?

Objectives - What do you want to accomplish?

Strategy - Plan fo how relationships will change

Technology - Decide what to use

slideshare, youtube (testimonials etc.), upcoming.org, meetup, facebook (individual and org page / ads for branding), Create landing pages, linkedIn testimonials, Digg, Delicious, Share this tag

RSS - common denominator

Done - Christian Campagnuolo

Learning Centered Marketing (Engagement, Behavior, Process)

Valencia

Marketing Products - Product, Price, Place, Promotion (Apply to education?)

Marketing Services - Consumer (student), Cost, Convenience, Communication, Conditions of Learning

Craft a message and integrate it throughout the organization. Sing the same song.

Common Ground - Recognition, Consistency, Emotion, Uniqueness . . .

Engagement is about leveraging perception of brand (give them enough so they feel like it's theirs - Describe to the students how they come to you)

Do students have a "galloping psychology of entitlement?" Do students understand their role in the educational process?

Existing resources to learn about your audience - (IR research, demographics, staff and faculty insight, gut)

Segmenting the audience - Should we put them in buckets?

His buckets - Recoupers (transfer students from other colleges) / Postponers (Older non-transfer who have little or no post-secondary or don't like education) / Pipeliner - Young, unprepared highschoolers / Intenders - Well prepared and committed

Define your institution in their terms.

Students only care about - Value, Convenience, Transferability, Success

educationisin.com ?

Awareness - Inquiry - Applicant - Depositor - Enrollees (old model funnel)

He then presented his new funnel, but my battery is low, so I turned off the computer. They told us to bring our laptops, and didn't supply plugs!

Done - Twitter Time - Richie Escovedo

K-12 tech and web specialist for Mansfieldisd isd

Here's his blog:
http://nextcommunications.blogspot.com/

Book recommendation - Personality not included

Twitter has a good "ROE" - Return on engagement.

It's an important addition, not a replacement for other forms of communication.

I need to work this into my workflow.

Done - Todd Gibby

Presented a "survival guide"

Excellent video that examines today's student:

http://www.youtube.com/watch?v=dGCJ46vyR9o

Good overview of permission marketing.

Very cool "permission" based web site - http://www.uncommonthinkers.com/

Now - Bill Bradfield

From - PerceptIS

Students live in the cloud - Colleges need to be there

For profits live in the cloud. They are comming.

Demand is going up for C Colleges. Funding is going down.

Do I need

Contact

Interaction

knowledge

internal

self help - Tutorials etc. (smarty pants?)

data management systems?

Here's the book that everyone is raving about:

http://www.forrester.com/Groundswell/book.html

Make it happen session - Unfortunately, I think I need to skip this.