web 3.0 - integration

Friday, May 14, 2010
Who is Gould Academy?


                               •Established 1836
                               •Private, coed boa...
The landscape




                                 Video: Social Media Revolution - @equalman


Friday, May 14, 2010
The landscape




                                 Video: Social Media Revolution - @equalman


Friday, May 14, 2010
In the beginning...just three year ago.




Friday, May 14, 2010
We added more to the repetoire.




Friday, May 14, 2010
We began to learn more.




Friday, May 14, 2010
There are rules.




Friday, May 14, 2010
There are rules.




                            Publish, publish, publish.




Friday, May 14, 2010
There are rules.




                            Publish, publish, publish.
                            Respond.




Frida...
There are rules.




                            Publish, publish, publish.
                            Respond.
         ...
There are rules.




                            Publish, publish, publish.
                            Respond.
         ...
Facebook




Friday, May 14, 2010
Social Media ROI


                              • Dedicated Coach
                              • Email to lax players ac...
How do we strategically leverage social media
         and other web tools to meet our goals?




Friday, May 14, 2010
Admissions Funnel

                                      Visit




Friday, May 14, 2010
Current Website


                                               !"#$%&'.'

                       !"#$%&'/'              ...
Current Website




Friday, May 14, 2010
Current Website


                                                 )&#*+,(/(                     )&#*+,(.(



            ...
Microsite based on engagement & clear CTAs




Friday, May 14, 2010
Let them find you and
                       help guide them through the funnel




Friday, May 14, 2010
Let them find you. Long Tail SEO


                            Key Phrase Curve


            High Cost
            & Compe...
SEO...it matters where you rank.




Friday, May 14, 2010
SEO...it matters where you rank.




Friday, May 14, 2010
SEO...it matters where you rank.




Friday, May 14, 2010
Let them find you. Online Ads.




                       Google Content Ads


                                            ...
Take aways

             •Reevaluate your brand.
                       •What differentiates you?
                       •...
Examples of great content & resources




Friday, May 14, 2010
Thank you!




                       ???
Friday, May 14, 2010
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Gould Academy: Web 3.0 - Integration. For IECA Conf. 5/13/10

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A presentation on Gould Academy's inbound marketing strategies at the International Educational Consulting Association (IECA) Conference in Toronto, Canada on May 13, 2010.

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Gould Academy: Web 3.0 - Integration. For IECA Conf. 5/13/10

  1. 1. web 3.0 - integration Friday, May 14, 2010
  2. 2. Who is Gould Academy? •Established 1836 •Private, coed boarding school •250 students •Western Maine •Small school •Skiing & snowboarding •Experiential program •Individual attention Friday, May 14, 2010
  3. 3. The landscape Video: Social Media Revolution - @equalman Friday, May 14, 2010
  4. 4. The landscape Video: Social Media Revolution - @equalman Friday, May 14, 2010
  5. 5. In the beginning...just three year ago. Friday, May 14, 2010
  6. 6. We added more to the repetoire. Friday, May 14, 2010
  7. 7. We began to learn more. Friday, May 14, 2010
  8. 8. There are rules. Friday, May 14, 2010
  9. 9. There are rules. Publish, publish, publish. Friday, May 14, 2010
  10. 10. There are rules. Publish, publish, publish. Respond. Friday, May 14, 2010
  11. 11. There are rules. Publish, publish, publish. Respond. Donʼt speak institutionally. Friday, May 14, 2010
  12. 12. There are rules. Publish, publish, publish. Respond. Donʼt speak institutionally. SOCIAL, but donʼt forget the media. Friday, May 14, 2010
  13. 13. Facebook Friday, May 14, 2010
  14. 14. Social Media ROI • Dedicated Coach • Email to lax players across country • Players discuss via online forum • Alum joins discussion • Coach creates Fan Page • Alum joins Page • Post: “Still wish we had 1 or 2 attackmen” • Alum sends email: “Potential Attackman” • Coach engages family • Visit leads to enrollment Friday, May 14, 2010
  15. 15. How do we strategically leverage social media and other web tools to meet our goals? Friday, May 14, 2010
  16. 16. Admissions Funnel Visit Friday, May 14, 2010
  17. 17. Current Website !"#$%&'.' !"#$%&'/' !"#$%&'(' )*#+,"-+' !"#$%$&#' !"#$%$&#' !"#$%$&#' Friday, May 14, 2010
  18. 18. Current Website Friday, May 14, 2010
  19. 19. Current Website )&#*+,(/( )&#*+,(.( )&#*+,(-( !"#$%$&#' !"#$%$&#' !"#$%$&#' !"#$%&'$( Friday, May 14, 2010
  20. 20. Microsite based on engagement & clear CTAs Friday, May 14, 2010
  21. 21. Let them find you and help guide them through the funnel Friday, May 14, 2010
  22. 22. Let them find you. Long Tail SEO Key Phrase Curve High Cost & Competition 1 Word Phrases “school” 2-3 Word Phrases “boarding school” More Descriptive Phrases “small boarding school with skiing and snowboarding” Low Cost & Risk Low Probability of High Probability of Conversion Conversion Friday, May 14, 2010
  23. 23. SEO...it matters where you rank. Friday, May 14, 2010
  24. 24. SEO...it matters where you rank. Friday, May 14, 2010
  25. 25. SEO...it matters where you rank. Friday, May 14, 2010
  26. 26. Let them find you. Online Ads. Google Content Ads Google Adwords Facebook Friday, May 14, 2010
  27. 27. Take aways •Reevaluate your brand. •What differentiates you? •What are you really good at? •Reevaluate your site. •Clear Calls To Action? •Promoting your differentiators? •Engaging? •Content is key. •Repurpose what youʼve got. • Seek out those already creating. •Celebrate their contributions. •Get Found •Are people finding you outside searching your school name? Friday, May 14, 2010
  28. 28. Examples of great content & resources Friday, May 14, 2010
  29. 29. Thank you! ??? Friday, May 14, 2010
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