Best Practices in Digital Marketing for Business Schools

Recommendations and Examples of showcasing your School Brand effectively through targeted digital media marketing

1 Best and in Digital Marketing for Business Schools by Media DesignedPractices Produced by DelhiPlanet DelhiPlanet Media

PREFACE
Choosing a Business school and finally making a decision to study at one is a long process which involves significant research and evaluation both from a personal and professional perspective. B-Schools in particular have to take a number of steps to ensure that prospective students can find all the information they need about the schools programs on all media channels. Current students and Alumni also judge the school and the brand based on what they read and the kind of engagement that the school establishes with them.

As Business school education becomes increasingly competitive, and global, Marketing teams in business schools need to work smarter and on an international stage to promote the schools brand effectively and meet target student numbers. As marketing and brand communication efforts increasingly move online it is important to be knowledgeable and aware of Best practices in this area to maximize your Return on Marketing Investment and work towards creating a strong and recognizable global brand.

The purpose of this document is to showcase best practices in digital marketing for Business schools to evaluate and implement. These recommendations are a result of numerous interactions with MBA students in various leading Business schools across the world, monitoring of business school forums and LinkedIn groups as well as benchmarking analysis with the top 40 global MBA programs. In particular this document takes a look at the following digital estates and compares them with examples of schools considered as pioneers and leaders in showcasing their Brand. School Website Social Media Presence Going a Step further by using other communication channels Utilizing Specialist Social Networks

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Table of Contents
The School Website Where first impressions are made ................................................................... 4 Introduction .................................................................................................................................. 4 Best Practices ................................................................................................................................ 6 Social Media Presence Do you connect with your customers .......................................................... 9 Introduction .................................................................................................................................. 9 Social Media Channels ................................................................................................................. 10 Best Practices .............................................................................................................................. 11 YouTube .................................................................................................................................. 11 Facebook ................................................................................................................................. 14 Twitter..................................................................................................................................... 16 LinkedIn ................................................................................................................................... 18 LinkedIn Groups ................................................................................................................... 19 LinkedIn Pages ..................................................................................................................... 19 Blogs........................................................................................................................................ 19 Going a step further Outdoing your competition .......................................................................... 21 Consolidated PhotoStream on PicasaWeb/Flickr .......................................................................... 21 Online Magazines/Publications .................................................................................................... 22 Utilizing Specialist Networks Define the future ............................................................................. 25 BusinessBecause.......................................................................................................................... 25 Other Strategic Partnerships ........................................................................................................ 26 Final Thoughts - Making your digital investments work for one another .......................................... 27 About the Author ............................................................................................................................ 28 References ...................................................................................................................................... 29

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The School Website Where first impressions are made

Introduction
The website of an educational establishment should be treated as prime digital real estate. Students looking to learn more about programs offered by a school will intuitively search for the school name on search engines and land on the school website. Thus not only is it important to have a powerful and engaging website which showcases all the basic and important information in an easy to navigate fashion, it is also important to make sure that the website is Search Engine optimized and comes up as the top result on any online query when the school is searched. Given the quick pace of innovation in web and internet technology achieving the above requires constant attention and commitment to ensure the school website plays a major role in communicating the brand promise and credibility of the educational institution. A Business school is essentially a service enterprise providing knowledge and wisdom to the students who choose to receive it. Best practices evaluating the impact of a website for a service business brand indicates that potential clients of service businesses now form a good part of their initial opinion of a firm based on the firm's website. During their first website visit, prospects spend a minute or two quickly evaluating the following three questions: 1. How clearly does the management of this service company communicate? Based on the flow of content, clarity of content and professional look of a website, potential clients develop a first impression of how well the people in the firm communicate. 2. How modern is this service firm? Service business clients want to know that their service providers are actively engaged in staying current with new technologies and approaches to service delivery. If a service firm has a website that looks like it was built in 1998 with 1998 technologies for 1998 buyers, it raises questions in buyers' minds of just how current the firm really is. 3. Is this firm attentive to detail? Mistakes such as bad grammar and typos, broken links, and out-of-date current events raise questions of quality. All of the above applies to a great extent to Business schools and it is not uncommon to hear students rate a schools program just on the basis of their first impression formed by viewing the school website. If the schools website is so bad I can only imagine what the teaching would be like I couldnt find basic information about the program even after spending more than an hour on the school website. Certainly makes me skeptical about studying there

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The above are common comments that students who have largely grown up during digital revolution echo, upon visiting poorly designed school websites. This perception is also proven by means of a study performed by The Princeton Review in trying to understand website usage in undergraduate and graduate school search

(Note: ID implies Identification) As the data depicts MBA applicants lay the highest stress to a schools website during the initial investigation (ID) and final choice stages. These stages are the most important in terms of attracting bright and talented students and since they dont involve any intervention on the part of the school it is important that the information found by the process of self-discovery be of the highest quality. To finally nail in this point a 2009 MBA.com registrants survey surveyed 97% of all students who registered to take the GMAT in the first 9 months of 2008. Of this audience, 97% of the students had visited the websites of schools where they planned to apply. Of these 73% respondents considered the school website to be very or extremely influential in their decision.

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Source: Social Media Marketing for Business Schools

Best Practices
Based upon research and benchmarking with top business schools it has been established that the following schools have implemented best practices in terms of engagement and brand communication through a school website.
Kellogg School Of Management

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 Wharton School of Business

INSEAD MBA Program

Each of these schools showcase the following recommended best practices in their communication Make the basics stand out Schools often get carried away and end up showcasing information that is not that important. 70% of the times students are only looking for basic information such as type of programs offered, recent news about the school and the alumni, presence on other online platforms etc. Thus, it is important to make sure that the basics are easily visible and clearly explained.
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 Clear focus on the features and benefits of the school and its programs Business school education is a considerable investment of time and money and every prospective student is looking to learn how the school can help them in pursuing a career path of their choice and the clear tangible benefits of the school experience. These need to be made clearly visible upfront and is best showcased through a mix of visual and textual content. E.g.: Kellogg school of Managements homepage clearly outlines how their students experience intellectual depth, experiential learning, leadership and social responsibility as part of the program Print is still important: While most communication and interaction is increasingly moving online, print material in the form of brochures, newsletters etc are still important. Its a proven fact the synergistic integration of multiple channels of communication gets the best results. Thus, the school must make sure that students can easily access these materials, subscribe to them or contact the right people to receive this information The above are important yet basic examples of best practices that schools should consider while creating their websites. In todays fast changing world where new technological innovations happen by the hour, new trends that catch on develop into needs, which demand to be incorporated into the existing ecosystem. Thus, the explosion of social media and niche networks has now become an intrinsic part of any organizations marketing strategy. These are further explored from here on.

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Social Media Presence Do you connect with your customers

Introduction
Social Media Defined - Social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media. Conversational media are Web-based applications that make it possible to create and easily transmit content in the form of words, pictures, videos, and audios Whether traditional institutions and leaders of the present day brought up in a world very different from today accept it or not, the truth is that the past decade has seen an eruption in the growth of and adoption of social media. As a result of this, Social media marketing (SMM) which was earlier thought to be the indulgence of early adopters and lead users has now become an intrinsic part of the marketing strategy for numerous organizations around the world. Besides its ability to create close-knit communities and portray businesses as human, caring and conversational their use across the marketing mix also lowers cost and improves ROMI. Social Media (aka inbound) marketing efforts are more cost effective and an average of 60% lower cost per lead than traditional outbound marketing efforts.

Source: Inbound Marketing Cost Per Lead Is 60% Lower Than Outbound Also apart from the benefits that it brings in helping a business schools marketing team achieve its objectives and stay within budget it also fosters and creates a community and contributes greatly towards creating the right brand image of the school in the minds of prospective, current and graduated students.
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A recent study among part-time MBA students by GMAC, whereby they were queried on the various drivers that constitute for a healthy school culture indicated that 36% students considered a close-knit community as the most important factor influencing a business schools culture.

Source: Social Media Marketing for Business Schools Thus it can be hypothesized that Social Media channels help foster virtual communities which contributes greatly to a better student experience and creating a suitable environment for prospective future student referrals. Finally, there is no doubt whatsoever that strong social media presence is the need of the hour and the requirement of the future Within the next 3-4 years a majority of the Business school applicants will belong to Generation Y who as of today not only use but live, sleep and breathe social media in all respects. This along with the fact that a number of prominent business schools are devoting significant resources to showcase themselves as pioneers and leaders in this space means that if you dont start now itll be too late to catch-up.

Social Media Channels

The major social media channels that are of relevance to Business schools today are Facebook, Twitter, LinkedIn and YouTube. Apart from these other channels like flickr or
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picasa and blogs dedicated to different aspects of the student experience also come under the purview of social media.

Ideally speaking the bar above is what should be visible on the homepage of a Business school as it indicates good presence on all major social media channels.

Best Practices
Best practices for Social media are best explored in detail by evaluating the different networks separately. These platforms and schools that use them are explored in the sections below. YouTube Every Business school should endeavor to have their own customized and branded YouTube Channel that can showcase professionally made videos regarding the program. It can also include Student made videos and these videos can be showcased on its website plus other online properties such as BusinessBecause, student, faculty or admissions blogs, new student orientation micro-sites or as part of PR and marketing campaigns. This channel should then be showcased on the school Website, Brochures and on all other important communication outlets leveraged by the school. Videos are excellent engagement tools and a well made 2-3 minute video can say a lot about the program and its various elements. Examples of Schools that have best utilized this medium are: MBS (Melbourne Business School)

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 ISB (Indian School Of Business)

Wharton School Of Business

Based on the analysis of the YouTube pages of the above schools and general best practices it is recommended that each Business school in creating their YouTube Channel ensure the following:
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 Treat the channel as an extension of the website Social Media today for brands and services is an extension of the website and thus it is important that it be treated that way. Thus, as showcased by the schools above, the YouTube channel must be branded in the same way as the school website indicating aligned communications on all fronts. This greatly helps to form a positive image of the school brand in the minds of prospective students as well as current students and alumni.
Divide the videos into categories It is recommended that there be a good mix of

videos on the channel showcasing official communications, lectures, student events, ceremonies etc. This would help promote engagement and meet desired objectives in terms of channel statistics such as number of subscribers, total upload views etc
Acquire a customized link and create engagement within the community first It is

always better to have a customized link in the form of www.youtube.com/schoolA rather than www.youtube.com/user/schoolA as it indicates attention to detail for your brand. Also as a first step it is important to create engagement for the channel within the school community itself as that is the easiest target audience to reach out to. YouTube recently launched YouTube Edu a special page dedicated to educational institutions that have a strong presence on YouTube. It can prove to be highly beneficial to enroll your school to be showcased on this platform to achieve maximum brand visibility.

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Facebook

Schools should have their own customized and branded Facebook Page. On this page it should announce and share latest developments regarding the school, new batches of students, case competitions from Business Schools around the world, latest research, and achievements of current students or Alumni etc. All current, prospective students including Alumni should be invited to Like this page. The page should be showcased on the school website and included in all other online properties as well as other Marketing material. Facebook allows users to have conversations with one another and allows the school to monitor these conversations, provide clarifications where required, promote community engagement and be seen as a proactive institution and brand. Examples of Schools that have best utilized this medium are: ISB (Indian School Of Business)

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 Kellogg School Of Management

Wharton School Of Business

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The following tips should be kept in mind when designing a facebook page for your institution Use all relevant options and sub-pages Facebook pages provides the flexibility to add and drop modules from your facebook page to suit your requirements. It is advisable to use as many of these that are relevant to your brand. E.g. if you have a YouTube channel then that can be linked on your facebook page as a module. Consequently if you would like to promote discussions amongst your members on your page then such a module can also be added and used. Acquire a customized url Again, many schools ignore the fact that it is possible to have a customized url for your facebook page which reads like www.facebook.com/abcSchool rather than having a long and complex default url which is not SEO friendly and is hard to showcase as part of other marketing collateral. Create engagement internally and advertise externally While it is possible to create an excellent facebook page for your brand it doesnt mean much to your audience if it is not engaging and the first indicator of that is the number of people who endorse or like the page. As in the case of YouTube the best way to achieve this is to encourage usage amongst existing students, faculty and staff. Thereafter it must be advertised externally to alumni and prospective students by making use of all other complementary channels such as e-mail campaigns, international events, domestic events and advertisements
Twitter

The use of Twitter as a means to connect with customers has only picked up in the last year and continues to experience huge growth. As the use of mobile devices continues to increase so does the use of mobile data. Twitter again is a great outlet to connect with prospective students and Alumni. An Alumnus of a school who is active on Twitter would love to get relevant updates from the school from time to time and will get a feeling of staying connected with the school even if he/she passed out many years ago. For current students, Twitter provides a personal and credible channel to connect with the Alumni and showcase their interests in a particular field that the Alum can notice, thus improving their prospects to find a job. For prospective students it again provides a great way to learn about the school and helps improve the brand and image of the school as part of their perception. Examples of Schools that have best utilized this medium are:

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 Kellogg School Of Management

Wharton School Of Business

Harvard Business School

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The following tips should be kept in mind when operating a twitter account for your school Brand your account and tweet regularly Twitter is the most viral social media channel and what sets it apart from other channels is that all traffic to your twitter feed is inbound. A person may or may not choose to follow a schools twitter feed depending on the content of the twitter feed, tweet frequency, follower to following ratio and brand appearance. Thus, it is important to brand your account by using the right images and design for your twitter account and homepage. It is also important to tweet regularly. This frequency has to be just right and the best practices for brands suggest between 5 7 tweets per day at regularly spaced intervals Showcase your core values and competencies that set you apart The content of your tweets should showcase the core values and competencies of your brand that will help attract followers looking for those characteristics. E.g. if your school is a leader in creating entrepreneurs and promoting entrepreneurships then a certain percentage of your tweets should be focused on startups, funding, new business ideas etc. If your brand is located in a lesser known geographic location then it is also useful to tweet about the benefits of studying in such a place including information about the economy, growth prospects etc Create a conversation and act Social Unlike any other Social Media channels, Twitter is a platform where conversations happen in real time and there are plenty of ways to thank your followers, appreciate your competitors and create an admired reputation. Thus it is not enough to brand your account and tweet the right content regularly, but also to create conversations, acknowledge mentions, re-tweet etc LinkedIn LinkedIn is yet another social media channel that has emerged as a powerful tool within the Business community in the past two years. MBA students and graduates are by far the most active users of LinkedIn which is today considered to be a vital tool to create, maintain and advance your professional network. Recruiters and companies are also increasingly using LinkedIn to scout and source for talent, advertise jobs and portray themselves as being active in the social media space. For Business school students and graduates LinkedIn provides an excellent opportunity to stay in touch with one another thereby allowing the school to showcase itself as one that promotes strong and supportive relations amongst its alumni. Business school education is known for the strength of its network and the connections that one develops in the process and this fact can be re-enforced through the effective use of LinkedIn. The use of LinkedIn for a Business School should involve creating a LinkedIn group and LinkedIn page as described below

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LinkedIn Groups

A Business school should have an official LinkedIn group for its Alumni. Many schools have been slow in realizing the potential of LinkedIn as a result of which they have missed out on the chance to create and administer control over an official group that brings the alumni together. Students are usually more active than institutions in this regard due to which many LinkedIn groups for prominent schools are setup and run by the Alumni groups. LinkedIn groups allow the alumni to communicate with graduates from various years and use it as a place to find talent and candidates for suitable job openings. It allows students to network with their alumni for career advancement as well seek guidance and support with regards to coursework, personal research, answers etc Schools can also use the medium to deliver important updates and notifications regarding their program
LinkedIn Pages

LinkedIn recently launched a feature called Company Pages which allows corporate organizations to create custom pages for themselves showcasing a brief description of the company, their employees on the LinkedIn network, previous companies where the employees used to work, popular profiles, new hires, recent promotions etc. A Business school run as responsible corporate organization is highly regarded amongst its target audience and thus it advisable that Business schools create a LinkedIn page showcasing the school and the people affiliated to it. This would act as a highly powerful extension to the school website allowing prospective students, publications and researchers to reach out to the right people within the school.
Blogs

Business School Admissions and marketing teams are increasingly showcasing student blogs and faculty blogs as part of their marketing communication efforts. Schools are using Admission Blogs where admission advisors provide extra details regarding the admissions process, tips on writing essays, useful admissions resources etc. This helps to improve productivity and saves the admissions team to answer the same questions repeatedly to different enquiries. A Business school should endeavor to collect information about Student Blogs during the time of Student Recruitment and Orientation and showcase the good blogs on its website and other channels of communication. It should also showcase faculty blogs and specially highlight its Admissions Blog. Examples of schools that have best utilized this medium are

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 The MBA Insiders Blog UCLA Anderson

International MBA Blog IE Business School

Kellogg School of Management Faculty Blogs

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Going a step further Outdoing your competition

A business school that is successfully able to establish itself on the digital platforms mentioned above i.e. a powerful & crisp website plus responsive and engaging social media presence is without doubt on course to surge ahead of its competitors that havent yet acquired these digital assets. Thereafter if your school has the necessary resources and inclination to further showcase itself as strong brand that seeks to attract and retain the best candidates, then the following tools can be used to achieve an unparalleled digital reputation.

Consolidated PhotoStream on PicasaWeb/Flickr

Source: The Wharton School photostream Business school Marketing and Admissions teams very often needs to find good pictures showcasing student life, campus life, student events, school events etc as part of their marketing material, in answering student queries and on various other occasions. By creating an official branded flickr page a school can save a lot of effort, greatly optimize
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operations and reduce costs by capturing various elements of the educational experience and showcasing it online. Such an initiative does not only help build engagement amongst existing students who are mostly very proactive when it comes sharing images of their experiences, it is also of great value add to prospective students trying to choose amongst several schools of their choice. As shown above, Wharton school of Business has a flickr page that is showcased as part of their Social Media presence. This page is updated frequently and highlights the latest events, conferences, alumni summits and student trips in the form of high quality pictures that are available to be viewed publicly.

Online Magazines/Publications

Source: Michigan Ross School of Business Alumni Magazine

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If your Business school is a pioneer and leader in research having a world-class faculty, credited with publications and path breaking discoveries in the area of management, then it is worth considering the option of showcasing these publications in the form online publications or digital magazines. Harvard Business School has pioneered this concept with Harvard Business Publishing that is a powerful enterprise in itself owing to its supreme stature and royal reputation. Many other reputed Business schools have aimed to create similar showcases of their knowledge and research mostly in the form online magazines and websites. The picture above showcasesDividend The Alumni Magazine of Stephen M Ross School of Business at the University of Michigan. Such efforts are an excellent way to stay in touch with Alumni, keep them engaged and informed about latest trends in Business school education as well as interesting developments in terms of the growth of the school. Other good examples of such efforts include Knowledge@Wharton Wharton School of Business

Knowledge@ASB Australian School of Business

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 Qn Yale School of Management

In summary it can be said that Social Media and digital presence allow an institution to act in a proactive fashion and showcase themselves to their target audience in an appealing and interactive manner. In todays world where there is an abundance of choices every institution is keen on attracting and retaining the best talent available. This can only be achieved if your target audience can find you, appreciate your offering and commitment to their growth and development and interact with you. As of today, the second decade of the 21st century this cannot be achieved without investing in a strong digital presence.

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Utilizing Specialist Networks Define the future

BusinessBecause

BusinessBecause is a new one of its kind social network targeted at Business Schools as well as Business School students across the entire spectrum i.e. prospective students, current students and recent graduates. The network has pioneered the concept of community journalism wherein current or former students contribute stories related to their business school experience/journey which are then showcased as feature or member stories. BusinessBecause is currently the

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only solution of its kind which integrates elements of a social network and a publishing platform and can be used by a school to its advantage with the right kind of promotion. BusinessBecause represents a type of Specialist Social Network which is designed to cater to a specific target audience. Currently there are to 193 such networks catering to interests ranging from travel, education, beer, food and business to photography, cars, sports, dating, pets, arts and many more. The power of the BusinessBecause network if used wisely can greatly complement the schools existing marketing communication efforts both in digital and print medium. The network is a must have for schools that find it difficult to chart the complex terrain of digital marketing on their own, lack expertise or face numerous roadblocks with regards to approvals and organizational politics to achieve best practices in marketing communications.

Other Strategic Partnerships

Finally if your school has a strategy to maintain a high degree of diversity and source candidates from all over the world then it is a good practice to establish relationships with web enterprises in the field of education that are leaders in their geographic region. For instance, Ranke Heinemann is an online directory of all Australian and New Zealand based educational institutions targeted at students in Europe but in particular students from Germany, Austria and Switzerland. Thus if you are a business school in Australia or New Zealand looking to attract students from these regions it makes sense to be a featured partner with Ranke-Heinemann Similarly PagalGuy is a leading MBA forum in India and attracts millions of MBA aspirants from India who visit the site to discuss and share their journey to get into Business school. By means of a strategic partnership with PagalGuy a school can showcase its program to its target customers based in India.

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Final Thoughts - Making your digital investments work for one another
Till only a decade ago the internet was still only evolving and was at its earliest stages. Internet access was expensive and only available through cumbersome fixed line telephone connections. Searching for information was not that easy as Google was still only a startup and not very well-known. Today, 10 years later the world is completely different. The expanse and scope of the internet is virtually infinite and people are almost able to live on the internet every day. There is an information overload given the open structure of the web and without the aid of search engines we would be in no state to navigate through all the available information. Thus not only is it important to have a strong digital presence but it is also highly important to make sure that all the digital channels of communication are unified and work for one another.

Source: Social Media Marketing for Business Schools

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As the data above indicates, the 2010 MBA.com Registrants survey which collected feedback from prospective students giving the GMAT exam was able to establish that school websites and school related websites had the maximum influence in the decision making process of students. School related websites in this context refers to all the social media channels described above viz. YouTube, Facebook, Twitter, LinkedIn, blogs, school publications, papers as well as a sponsored profile page with BusinessBecause. A Business school needs to ensure that all these channels of communication that live outside the school website appear to be related to the school and are acting as extensions of the school website. This is only possible if the school clearly showcases its involvement in social media channels on its website and thereafter re-enforces each of them for one another. E.g. a YouTube video should have a short description of the video and should mention that more information can be obtained by visiting the school website. Tweets from the schools account should mention that the school is also present on YouTube, Facebook and LinkedIn. Articles in student, faculty or admissions blogs should also mention the presence of the school on other networks and so on. It is only when all digital investments are perfectly synchronized that an organization, school or brand will be able to maximize the results and achieve its desired goals and objectives. To conclude it can be said that Digital is the future and it is a universal best practice to stay in the present and focus on the future.

About the Author

This report has been compiled by Mr.Kirti Dhingra, founder and editor at DelhiPlanet Media which pioneers in creating online e-zines offering engaging content in the areas of lifestyle, technology, entertainment, global trends and analysis. Kirti holds a bachelor in Computer Science Engineering from Manipal University in India. He is also an MBA from AGSM, UNSW, Sydney and Kellogg School of Management, Chicago, USA. DelhiPlanet Media currently operates two online e-zines, DelhiPlanet and GlobalMasala. It also offers digital marketing and brand consulting services to Business Schools and online networks that work with Business Schools. If you have any comments or feedback about this report then please send Kirti an e-mail on kirtidhingraATgmailDOTcom

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References
5 Effects Of A Website On A Service Business Brand Understanding Website Usage in Undergraduate and Graduate School Search Social Media Marketing for Business Schools 10 Ways Universities are using Social Media to Engage Alumni Social Media Heads to Graduate School The Social Media Bible - Tactics, Tools, and Strategies for Business Success Business Schools Beware: Gen Y is at the Door Inbound Marketing Cost Per Lead Is 60% Lower Than Outbound A Simple Guide To Set Up Your School On Facebook LinkedIn Company Pages Dividend Alumni Magazine The Rise and Popularity of Specialist Social Networks

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