Post on 02-Nov-2014
description
Social is SexyCourting Admissions’ Target Market in Today’s
Ever-changing Online Social Scene
Brendan Schneider, S E W I C K L E Y A C A D E M Y
Travis Warren, W H I P P L E H I L L , I N C.
Friday, September 2010:30 - 11:45
What is Sexy?
Full-Pay,Mission-Appropriate
Students
Social is Sexy but...
there is more to it.
Markets are now conversations.
Conversations that are changing all the time...
Markets are now conversations.
Conversations that are changing all the time...
FLICKR / STUCKINCUSTOMS
That said.
FLICKR/MARCP_DMOZMarkets were Markets
FLICKR/ROOTOLOGYMarket-leaders
FLICKR/LAWRENCE_EVILIndustrial Interruption
W H I P P L E H I L L
Power swung so decisively to the supply side that market became a verb: something you do to customers.
“One problem: there is no demand for messages. The customer doesn’t want to hear from business, ... The message that gets broadcast to you, me, and the rest of the earth’s population has nothing to do with me in particular. It’s worse than noise. It’s an interruption. It’s the Anti-Conversation.
That’s the awful truth about marketing. It broadcasts messages to people who don’t want to listen. Every advertisement, press release, publicity stunt, and giveaway engineered by a Marketing department is colored by the fact that it’s going to a public that doesn’t ask to hear it.”
Networked Markets
New revolution in Marketing enabled
by the Internet.
6. “The Internet is enabling conversations among human
beings that were simply not possible in the era of mass media”.
C L U
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R A
I N
(c) gapingvoid.com
15. “the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court”
C L U
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I N
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.
W
94. “networked conversations may appear confused, may sound
confusing. But, they are organized and have better tools, more new ideas,
no rules to slow them down”
C L U
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E X A
M P
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1
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FLICKR / MARCP_DMOZ Markets were Markets
Markets are now conversations.
Conversations that are changing all the time...
Search Engine Optimization
Search Engine Optimization
( S E O )
RelevanceAuthoritySocial Signals
Pittsburgh Private Schools
Inbound Marketing
Personas
Keywords
SEOOn-PageOff-Page
Content
Personas
Keywords
SEOOn-PageOff-Page
Content
Referrals.
How many of your website’s visits came from a
search engine last month?
How many people visited our site?
0
3,000
6,000
9,000
12,000
Feb 1
Mar 1
Apr 1
May 1
Jun 1 Ju
l 1Aug
1Sep
1Oct
1Nov
1Dec
1Jan
1Fe
b 1
Source: Eagle Hill School (August 2007 - February 2008) O M N I T U R E
0
3,000
6,000
9,000
12,000
Feb 1
Mar 1
Apr 1
May 1
Jun 1 Ju
l 1Aug
1Sep
1Oct
1Nov
1Dec
1Jan
1Fe
b 1
Total
Unique
Visits from Google
0
750
1,500
2,250
3,000
Feb 1
Mar 1
Apr 1
May 1
Jun 1 Ju
l 1Aug
1Sep
t 1Oct
1Nov
1Dec
1Jan
1Fe
b 1
Eagle HillProctorFountain Valley
0
10
20
30
40
50
60
70
Sept Oct Nov Dec Jan Feb
2006/07 2007/08
Web Inquiries
O M N I T U R E
The Long Tail
head long tail
So, if this was google what would it look like?
private scho
ols
private scho
olbo
arding
sch
ools
inde
pend
ent s
choo
lsprivate ch
ristia
n sch
ool
prep
sch
ools
best priv
ate scho
ols
private ca
tholic sch
ools
boston
priv
ate scho
ols
california private scho
ols
chicag
o private scho
ols
colorado
priv
ate scho
ols
private girls
sch
ool
private bo
ys sch
ool
private ca
tholic sch
ool
private scho
ol hoc
key
private scho
ol swim
ming
private scho
ol le
arning
disab
ility
private scho
ol trou
bled
teen
s
The Long Tail
head long tail
With SEO we exposed the long tail to Google.
0
10
20
30
40
50
60
70
Sept Oct Nov Dec Jan Feb
2006/07 2007/08
Web Inquiries