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ERB 2012 San Diego


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ERB 2012 San Diego

  1. 1. Social is SexyCourting Admissions’ Target Market in Today’s Ever-changing Online Social Scene Brendan Schneider, SEWICKLEY ACADEMY Travis Warren, W H I P P L E H I L L , I N C. Friday, October 5 10:30 - 11:30
  2. 2. What is Sexy?
  3. 3. Full-Pay,Mission-Appropriate Students
  4. 4. Social is Sexy but...
  5. 5. there is more to it.
  6. 6. Markets are now conversations.Conversations that arechanging all the time...
  7. 7. Markets are now conversations.Conversations that arechanging all the time...
  9. 9. That said.
  10. 10. Markets were Markets FLICKR/MARCP_DMOZ
  11. 11. Market-leaders FLICKR/ROOTOLOGY
  12. 12. Industrial Interruption FLICKR/LAWRENCE_EVIL
  13. 13. Power swung sodecisively to thesupply side thatmarket became averb: something you do to customers. WHIPPLEHILL
  14. 14. “One problem: there is no demand formessages. The customer doesn’t want to hearfrom business, ... The message that getsbroadcast to you, me, and the rest of the earth’spopulation has nothing to do with me inparticular. It’s worse than noise. It’s aninterruption. It’s the Anti-Conversation.
  15. 15. That’s the awful truth about marketing. Itbroadcasts messages to people who don’t wantto listen. Every advertisement, press release,publicity stunt, and giveaway engineered by aMarketing department is colored by the factthat it’s going to a public that doesn’t ask tohear it.”
  16. 16. New revolution inMarketing enabled by the Internet.Networked Markets
  17. 17. IN 6. “The Internet is enabling A R T E U L conversations among humanC beings that were simply not possible in the era of mass media”.
  18. 18. IN A R 15. “the sound of mission T E U LC statements and brochures— will seem as contrived and artificial as the language of the 18th century French court” (c)
  19. 19. 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 youngmen who are in pursuit of academic excellence, sound characterdevelopment, and athletic and artistic training at the highest levels.Since our founding in 1900, Blank has been a leader in the education ofboys. Our traditional approach to education provides our talented anddiverse student body with the tools necessary to be successful leaders,thinkers and innovators in today’s world. While we are proud to send ourstudents to the finest universities and colleges, our focus remains on thedevelopment of the whole boy. At Blank, our goal is to prepare ourstudents to be good men as much as it is to prepare them to be exemplaryscholars.
  20. 20. IN U E T 94. “networked conversations may R A appear confused, may sound LC confusing. But, they are organized and have better tools, more new ideas, no rules to slow them down”
  21. 21. 1 E L P M A XE 29
  22. 22. FLICKR / MARCP_DMOZ Markets were Markets
  23. 23. Markets are now conversations.Conversations that arechanging all the time...
  24. 24. Social is Sexy but...
  25. 25. Search Engine Optimization
  26. 26. 5,0004,0003,0002,000 Boarding School Review Google
  27. 27. Search Engine Optimization (SEO)
  28. 28. Pittsburgh Private SchoolsRelevanceAuthoritySocial Signals
  29. 29. Inbound Marketing
  30. 30. PersonasKeywordsSEO On-Page Off-PageContent
  31. 31. PersonasKeywordsSEO On-Page Off-PageContent
  32. 32. Referrals.How many of your website’s visits came from a search engine last month?
  33. 33. How many people visited our site? 12,000 Total 9,000 6,000 Unique 3,000 0 1 1 r1 1 1 l1 1 1 1 1 1 1 1 b ar ay n g p ct v c n b Ju Ap No De Ju Ja Au Fe Se Fe O M MSource: Eagle Hill School (August 2007 - February 2008) OMNITURE
  34. 34. Eagle HillVisits from Google Proctor Fountain Valley3,0002,2501,500 750 0 1 1 r1 1 1 l1 1 1 1 1 1 1 1 b ar ay n g pt ct v c n b Ju Ap No De Ju Ja Au Fe Fe O M Se M
  35. 35. Web Inquiries 70 60 50 40 30 20 10 0 Sept Oct Nov Dec Jan Feb 2006/07 2007/08
  36. 36. OMNITURE
  37. 37. The Long Tailhead long tail So, if this was google what would it look like?
  38. 38. 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  swimmingprivate  school  learning  disability private  school  troubled  teens The Long Tail
  39. 39. With SEO we exposed the long tail to Google.
  40. 40. Facebook
  41. 41. Google
  42. 42. Web Inquiries 70 60 50 40 30 20 10 0 Sept Oct Nov Dec Jan Feb 2006/07 2007/08