This document contains a presentation about using social media and blogs to engage audiences online. It discusses using words and phrases for search engine optimization, tracking website traffic and engagement over time, gaining online participation through social media and websites, and using blogs and social profiles to retain current students and families. The goal is to thoughtfully build online communities and drive traffic back to the school's main website.

1. Show
don’ t
Tell
TRAVIS
WARREN
WHIPPLEHILL,
INC

2. Q
FA
0 6
20
2

4. Q
FA
EW
N
search for better screen
shot if I have time.

5. CONTENT
WHIPPLEHILL

6. Student
Teacher
Alum
Parent
Head of School
Parent
Candidate
of Alum
WHIPPLEHILL

8. Canon logo or image of
canon product slick ..
website.

13. I NG
AN
D ME
E
H AR
S

14. I NG
AN
D ME
E
H AR
S

15. I NG
AN
D ME
E
H AR
S

16. WHIPPLEHILL

17. Content + Comments
= Shared Meaning
WHIPPLEHILL

21. Comments + Network
= New Form of PR
WHIPPLEHILL

25. WHIPPLEHILL

31. The goal today is engagement

32. Show
don’ t
Tell
WHIPPLEHILL

33. WHIPPLEHILL

34. WHIPPLEHILL

35. Carol Cheney, Cheney & Co.

36. Carol Cheney, Cheney & Co.

37. http://www.nytimes.com/2009/08/19/education/19college.html

38. W elcome to Blank School. It is my hope that by exploring our web site,
you will discover the countless opportunities available at Blank to young
men who are in pursuit of academic excellence, sound character
development, and athletic and artistic training at the highest levels.
Since our founding in 1900, Blank has been a leader in the education of
boys. Our traditional approach to education provides our talented and
diverse student body with the tools necessary to be successful leaders,
thinkers and innovators in today’s world. While we are proud to send our
students to the finest universities and colleges, our focus remains on the
development of the whole boy. At Blank, our goal is to prepare our
students to be good men as much as it is to prepare them to be exemplary
scholars.

39. Welcome to the
admission section of
our website. We really
hope you enjoy it.

40. Let’s Differentiate
Write down 5 words or phrases
you use to describe your school.
WHIPPLEHILL

41. WHIPPLEHILL

42. Words Video
Photos Audio

43. Video What do these say?
1. Fessy Fish Example
2. Worcester Hillpoppas
3. Pomfret Tuck Shop
4. 3 Words to the World
5. Proctor Orientation
6.
flickr.com/smilebig01

44. flickr/daniel_manning

54. Takeaways
Your Audience Craves Reality
Trivial is good
Short Shelf-life = Honesty
Invite Conversation!
Use Social Media to Drive Traffic Back to your Site

55. < / presentation >

56. Photos
flickr.com/multiget

64. What is the most popular
camera on the web?

65. flickr/stillframe

66. Audio
flickr.com/splorp

69. flickr/stillframe

70. Words
flickr.com/switchmorgan

74. O
N
BL
O
G
“Blogging is free, it doesn’t matter if anyone
G
IN
G
reads it. What matters is the humility that
comes from writing it. What matters is the
meta-cognition of thinking about what you’re
going to say” - Seth Godin.

78. WHIPPLEHILL

84. 2000-2010

85. Posts per year
170
153
136
119
102
85
68
51
34
17
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

86. • Chuck’s Corners are written to specifically
reinforce key nostalgic themes
• Provide transparency and authenticity
through frequency
• Share the blog if the topic highlights an alum
or their specific interest. Engage!
• Learn alumni interests from comments and
use for future stewardship

88. =

89. WHAT PEOPLE ARE SAYING ... 5/23/2003 at 1:26:46 PM -
OLIN POTTER
AS A MEMBER OF CLASS OF 43 I
12/3/2002 at 1:00:00 AM - TOO COMPLETED A ROW BOAT OF
David Goodsell WHAT LOOKS TO BE THE SAME:
I never knew this piece of history about my STEAM BENT OAK RIBS WITH
father. I am so amazed that he did such a EDGE-NAILED PLANKS (TOUGH TO
wonderful thing so many years ago. Wow TRIM TO SHAPE) IT HAD A LITTLE
how exciting to see this happening. To all SKEG, FLOATED WELL BUT WAS A
the students at Proctor I commend you on BIT TIPPY. COULD PROBABLY FIND
your fine work. You are true Gentlemen A PHOTO OF IT IN USE IF THERE IS
and Ladies. Keep sailing!!!!!!! Ahoy There ANY INTEREST. OLIN POTTER
Mates David E Goodsell Ft Worth, Texas
3/9/2003 at 1:00:00 AM -
Nancy (Heywood) Boileau
It was so nice to turn over the boat to
where it was built by my cousin Fred
Goodsell. It makes our hearts warm to
know this was the right thing to do for
our lost families. We hope to see the little
boat on our swing through New England
this coming Fall. Paul & Nancy Boileau
Burlington, Vermont

90. WHAT PEOPLE ARE SAYING ...
5/24/2003 at 11:33:34 PM -
Alfred Goodsell
I received the invite from Lou and if it was
5/24/2003 at 8:43:45 PM - in my power to be there I would, however
Ruth & Rex McVay my thoughts are with you at Proctor on
How wonderful of all of you to restore the 14th, Olin I know that you will be
Alfred Goodsells little boat and to honor there so you can speak for me . Those
him by bringing the "Little Boat Home "on were some of the Happiest days of my
your reunion. We all wish his health would life being a part of the student body at
allow him to be there-his spirit will be I am Proctor with the teachers Roland {PETE}
sure of that. We are very proud of him and Burbank and his wife Connie, Lee Henry,
happy for him to be able to hear about this Bill Holts, Lyle Farrell , and Cap't. Rounds
honor. Thank you Procter. Sincerely Alfed in the Shop. I wouldn't give the memories
Goodsells sister and brother in-law. up for the world, and I am so happy to
be a part of the Proctor History.
11/16/2007 at 7:40:36 PM -
Connie Cauchon
Thanks for making my father a real piece of
history. He has always been a special person to
me but this makes him more special than ever.
Thanks again for restoring his Little Boat.

94. WHAT PEOPLE ARE SAYING ...
1/17/2010 at 5:02:22 PM - Alice Martin
wonderful article, wonderful young man...from
his completely unbiased grandparents!
1/17/2010 at 4:53:01 PM - Deborah Wessells
Nice article about a wonderful young man
(my great nephew).

95. < extras >

96. SEO

99. Google & The Long Tail
head long tail
So, if this was google what would it look like?

100. private
schools
private
school
boarding
schools
head
independent
schools
private
christian
school
prep
schools
best
private
schools
private
catholic
schools
boston
private
schools
california
private
schools
chicago
private
schools
colorado
private
schools
long tail
private
girls
school
private
boys
school
private
catholic
school
private
school
hockey
private
school
swimming
private
school
learning
disability
private
school
troubled
teens
The Long Tail

101. School Phraseology ( head )
private school private schools best private schools
florida private schools private high schools private christi
independent schools boarding school prep schools
private high school texas private schools top private scho
best private high schools best private school boston p
ding schools private boarding school ny private schools
private elementary school private elementary schools

102. School Phraseology ( long tail )
ployment private middle schools private catholic schools
private school job private girls school private school loa
private school aid private schools vs public schools
jobs in private schools private school vouchers top priva
private school troubled teens private school learning disabil
ate school hockey private school swimming spain ab
private schools diversity moutain classroom private boys

103. OMNITURE

104. Fe
0
750
1,500
2,250
3,000
b
1
20
M 07
ar
1
20
Ap 07
r1
20
M 07
ay
1
20
Ju 0 7
n
1
20
0 7
Ju
l1
20
07
Au
g
1
20
Se 07
p
1
20
Visits from Google
O 07
ct
1
20
No 07
v
1
20
De 07
c
1
20
Ja 07
n
1
20
Fe 08
b
1
Proctor
20
Eagle Hill
08
Fountain Valley

105. an inquiry is engagement.
70
60
50
40
30
20
10
0
Sept Oct Nov Dec Jan Feb
2006/07 2007/08

106. Tactical Approach
Think in WORDS and PHRASES
Research Key Phrases
Segmented by Audience & Value
Content Strategy - Framework
Ongoing Content
Thesaurus

111. Strategy

112. Process
Revisits/Yield
Admits
Application
Inquiry
Visit
Sc
ho
ol
HT Web
ML sit
Dy Em e
na ail
mi s
Vie cP
wb rin
oo t
So
cia k
Ca lM
ed
mp ia
us
To
ur

113. Then
6 touches
you control when
Now
30 touches
they control when

114. Go, go, go
April, they send a check
and they want go,go,go.
Posted, portals, gotta be ready.
Facebook Affinity Groups

115. Retention
Getting people engaged
Re-enrollment

116. Not just Recruit, but retain
Blogs
Looking at your calendar
Leverage ... bang for your buck.

117. Web Site
WHIPPLEHILL

118. Web Site
WHIPPLEHILL

119. Web Strategy
WHIPPLEHILL

120. 1. Social
Media 2. Your
Website
WHIPPLEHILL

121. Building Online Participation
More users
Viral upside
Cool factor
Better tools
Social
Media Your
Website
Better filter
Better privacy
Better brand control
Fewer passwords
WHIPPLEHILL

122. Takeaways
Your Audience Craves Reality
Trivial is good
Short Shelf-life = Honesty
Invite Conversation!
Use Social Media to Drive Traffic Back to your Site

123. QR Codes

124. QR = “Quick Read”
a new kind of barcode

127. http://qrcode.kaywa.com/