IECA 2009 Fall Conference Session Presented by Michael Fleischner (Peterson's) and Kristina Dooley (Estrela Consulting)- Charlotte, NC November 12, 2009

1. Organic Marketing – Growing Your Brand In A Digital World Presented by: Kristina Dooley and Michael H. Fleischner

2. About Us Kristina Dooley Independent Educational Consultant and IECA Associate Member Former Director of Admission and Marketing at Andrews Osborne Academy (formerly The Andrews School) Former Assistant Director of Admission at Hiram College (OH) Founder of Estrela Consulting Michael H. Fleischner Marketing on the Web for more than 12 years Managing Director of Peterson’s recruitment services Developed and manage a number of web sites and blogs (The Marketing Blog) Author of top selling search engine optimizatoin book, “SEO Made Simple: Strategies For Dominating The World’s Largest Search Engine”

3. Organic Marketing Branding Through Social Media

5. Are you proactively managing your brand?

7. “Independent Educational Consultant”

9. How does social media fit with your overall marketing communication plan?

10. Who owns it? (Do they know that?)

12. Student Blogs YouTube

13. Twitter Flickr

14. Facebook

15. Toolbar Variations

16. iTunes U

17. What’s going on in the rest of the world?

19. What type of social media are used by prospective students, prospective student parents, current students, and alumni?

20. Do you already have social media accounts?

21. What resources do you have?

22. Will you handle your efforts internally?

25. Who will maintain your accounts and how often will they be updated?

26. What type of content will you share/promote?

27. What action do you want users to take?One Question to Ask Before Posting Anything Using Social Media: Why Will They Care?

29. 1,000 Facebook Fans by December 31, 2010

30. 100 new Twitter Followers per month

31. 10 Blog Page Views Per Day

32. Be Realistic

33. Make Your Goals Measurable

34. Know Who’s Accountable (hint: make sure this is well communicated)

36. You, Colleagues, Current Students/Parents, Interns, Alums, etc.

37. Use Tools to Help Execute

38. TweetDeck (TweetDeck.com)

39. Tweet Adder (TweetAdder.com)

40. Co-Tweet (CoTweet.com)

41. Listorious (Listorious.com)

43. Co-Tweet Listorious

45. Tools to Help You Keep Track of it All:

46. Social Mention (SocialMention.com)

47. Google Alerts

48. Google Analytics

50. Contact Information Kristina Dooley Kristina@EstrelaConsulting.com Michael Fleischner Michael.fleischner@petersons.com Thank You!