gould academy: web 3.0 - integration. for ieca conf. 5/13/10
DESCRIPTION
A presentation on Gould Academy's inbound marketing strategies at the International Educational Consulting Association (IECA) Conference in Toronto, Canada on May 13, 2010.TRANSCRIPT
web 3.0 - integration
Friday, May 14, 2010
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
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.
Friday, May 14, 2010
There are rules.
Publish, publish, publish.
Donʼt speak institutionally. Respond.
Friday, May 14, 2010
There are rules.
Publish, publish, publish.
Donʼt speak institutionally. Respond.
SOCIAL, but donʼt forget the media.
Friday, May 14, 2010
Friday, May 14, 2010
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
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
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Friday, May 14, 2010
Current Website
Friday, May 14, 2010
Current Website
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Friday, May 14, 2010
Microsite based on engagement & clear CTAs
Friday, May 14, 2010
Let them find you andhelp guide them through the funnel
Friday, May 14, 2010
Let them find you. Long Tail SEO
High Cost & Competition
Low Cost & Risk
High Probability of Conversion
Key Phrase Curve
Low Probability of Conversion
1 Word Phrases“school”
2-3 Word Phrases“boarding school”
More Descriptive Phrases“small boarding school with skiing and snowboarding”
Friday, May 14, 2010
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 Adwords
Google Content Ads
Friday, May 14, 2010
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
Examples of great content & resources
Friday, May 14, 2010
Thank you!
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Friday, May 14, 2010