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

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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  • 1. web 3.0 - integration Friday, May 14, 2010
  • 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. The landscape Video: Social Media Revolution - @equalman Friday, May 14, 2010
  • 4. The landscape Video: Social Media Revolution - @equalman Friday, May 14, 2010
  • 5. In the beginning...just three year ago. Friday, May 14, 2010
  • 6. We added more to the repetoire. Friday, May 14, 2010
  • 7. We began to learn more. Friday, May 14, 2010
  • 8. There are rules. Friday, May 14, 2010
  • 9. There are rules. Publish, publish, publish. Friday, May 14, 2010
  • 10. There are rules. Publish, publish, publish. Respond. Friday, May 14, 2010
  • 11. There are rules. Publish, publish, publish. Respond. Donʼt speak institutionally. Friday, May 14, 2010
  • 12. There are rules. Publish, publish, publish. Respond. Donʼt speak institutionally. SOCIAL, but donʼt forget the media. Friday, May 14, 2010
  • 13. Facebook Friday, May 14, 2010
  • 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. How do we strategically leverage social media and other web tools to meet our goals? Friday, May 14, 2010
  • 16. Admissions Funnel Visit Friday, May 14, 2010
  • 17. Current Website !"#$%&'.' !"#$%&'/' !"#$%&'(' )*#+,"-+' !"#$%$&#' !"#$%$&#' !"#$%$&#' Friday, May 14, 2010
  • 18. Current Website Friday, May 14, 2010
  • 19. Current Website )&#*+,(/( )&#*+,(.( )&#*+,(-( !"#$%$&#' !"#$%$&#' !"#$%$&#' !"#$%&'$( Friday, May 14, 2010
  • 20. Microsite based on engagement & clear CTAs Friday, May 14, 2010
  • 21. Let them find you and help guide them through the funnel Friday, May 14, 2010
  • 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. SEO...it matters where you rank. Friday, May 14, 2010
  • 24. SEO...it matters where you rank. Friday, May 14, 2010
  • 25. SEO...it matters where you rank. Friday, May 14, 2010
  • 26. Let them find you. Online Ads. Google Content Ads Google Adwords Facebook Friday, May 14, 2010
  • 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. Examples of great content & resources Friday, May 14, 2010
  • 29. Thank you! ??? Friday, May 14, 2010