We recently developed a Mine & Dine report for one of our higher education clients, summarizing the analytics for a marketing microsite that was part of an integrated campaign. The report revealed some impressive results, including:

• The total number of unique visitors has increased 38% in the last quarter. Most of these are first-time visitors, an indication that our efforts are continuing to drive interest and response.
• Prior to the campaign, there was almost no traffic from organic search, now it represents a significant source of traffic. We’ve also recommended to the client to make small tweaks to the copy or the features on the home page of the site. This would indicate to search engines that there is “fresh content” and would raise its presence in organic search.
• We were able to track visitors by geography and make recommendations for future geo-targeted advertising.
• The overall conversion rate on the site is nearly 7% as compared to 2-3% industry averages for sites of similar size, so we are clearly giving prospects what they are looking for.

With this type of information, Media Logic and the client will now be able to make strategic marketing decisions grounded in data.

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So I woke up this morning, added some cream to the coffee and popped open TweetDeck to the news of Google Caffeine.

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Over the past few months, I’ve had several conversations with clients who are getting pressure to get a social media “expert” on staff… and fast! Before you head down that path, you should know that there are no “white knights” out there.

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Our longtime client Fortitech leverages Zeitgeist & Coffee to manage its social media marketing and, after only a couple of weeks, receives kudos from an industry influencer.

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Social media is a game changer on many levels. It can even inspire that “focus group feeling.”

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You know how hard the situation is… whether you are in marketing or in recruitment. Resources are scarce. And prospects are harder to convert. Read The Light at the End of the Funnel: Recruiting the Stealth Applicant to find out how colleges and universities can use those scarce resources to attract and convert top prospects by being conversation-aware and taking advantage of the full spectrum of media opportunities – including social media.

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