Beyond Blogging: Create an Integrated Online Student Ambassador Program

Beyond Blogging:Create an Integrated Online Student Ambassador ProgramMallory WoodSaint Michael’s CollegeMarch 22, 2011 .eduGuru Online Summit 1

Hi there, my name is Mallory 2

And these are my bloggers Well... some of them. 3

What will you learn about today?How to... ✤ Create/Expand ✤ Integrate ✤ Managean online student ambassador program. 4

What is an online ambassador?✤ More than just a blogger✤ Passionate about connecting with future students on behalf of SMC✤ Involved and connected on campus✤ Excited about new technology, social media, etc✤ Leader and forward-thinking “in real life” Integrate branded program across multiple platforms 5

But first, a history lesson 6

Age of Discovery 2001-2006 7

Age of Discovery 2001-2006✤ 2 - 4 Student Bloggers✤ Paid per semester✤ Contract✤ Posts required bi-weekly✤ Used typepad.com with a standard SMC Blogger template✤ Used professional photos for website✤ Mix of recruiting students and applications 8

Age of Enlightenment 2006-2009 9

Age of Enlightenment 2006-2009✤ 6 - 12 Student Bloggers, 1 Faculty✤ Paid per post✤ No contract✤ Posts encouraged weekly✤ Used blogger.com, threw out standard template✤ Creation of Blogger badge✤ Live Q&A online chats✤ Used professional photo for website 10

Age of Growth 2009-Present 11

Age of Growth 2009-Present✤ 43 Blogs✤ Paid per “post”✤ Reinstated contract✤ Required: blog, Twitter, Formspring, live chats, FaceBook, Ning✤ Encouraged: Flickr, YouTube, VYou, Location-based services✤ Use blogger.com and blogger badge✤ Let students choose a photo to use for website 12

Age of Growth 2009-PresentStudents: Faculty/Staff:Paid blogs = 12 Department blogs = 6Volunteer blogs = 16 Faculty blogs = 4 - Abroad = 8 - Alumni = 3 Staff = 2Vlog = 1Tweeters = 21Formspring = 17 13VYou = 6

Step 1 Create an ambassador program orExpand existing blogger program 14

Goals before tools ✤ Pay attention to admission seasons ✤ Use analytics tools ✤ Remember your audience ✤ Keep institutional marketing messages in mind 15

Content, content, content✤ Relevant✤ Authentic✤ Engaging✤ Original✤ Entertaining 16

Content, content, content "Authenticity, good writing, relevant content, stories that are in alignment with SMCs brand identity" @JohnTLawlor "Speak in your own voice about"be authentic... dont put on a your own experiences & beprofessional personality. just careful what you share aboutbe yourselves"@KarlynM your friends, esp if you name them." @mStonerblog 17

Content, content, content "Remember youre having a "Build long standing convo with real people, andrelationships with the there are hopes, dreams,prospects. " fears, frustrations on the@NickDenardis other side. Be human." @Robin2Go 18

Take advantage of what you’ve got ✤ Tour guides ✤ Student gov’t leaders ✤ Honors students ✤ Athletes ✤ Club/organization leaders ✤ Transfer/International students 19

Step 2Determine which tools to use and Integrate students online 20

www.smcblogs.com10/10 - 03/11Unique Visits - 8407Filtered Visits - 7978 22

www.smcblogs.com10/10 - 03/11Average time on page = 20 minutes 28 seconds 23

Blogs 24

Blogs 25

Visits to Student Blogs Unique Visits Filtered Visits4,0003,0002,0001,000 0 Oct. Nov. Dec. Jan. Feb. 26

Traffic SourcesWebsite = 46.5% Feed = 15.3%Direct = 13.5%Other = 40% incl. twitter, Facebook, blog to blog, search engines 27

Blogs 28

Twitter What role does it play? ✤ Micro-blog ✤ Quick daily update ✤ Topics differ from blog posts ✤ Builds community among ambassadors ✤ Educational 29

Twitter Facts: Approach to success:✤ 87% of americans are aware ✤ Feed tweets in blogs of twitter ✤ Twitter speech bubbles✤ 7% of americans use twitter average 50 clicks/month✤ 18% of twitter users are under 17✤ 97% of twitter users have less than 100 followershttp://www.edisonresearch.com/twitter_usage_2010.php 30 http://www.website-monitoring.com

TwitterIs it worth it? 31

TwitterIs it worth it? 32

Ask me anything! ✤ 57% of Formspring users are 13-24 ✤ Over 575 questions answered (by students) ✤ Ability to be anonymous ✤ Connect with favorite ambassador ✤ Answers are genuine and authentic 33http://about.formspring.me/PR/Formspring-Facts.pdf

Ask me anything! 34

Class of 2015 communities✤ Participate✤ Start conversations✤ Be a resource✤ Moderate 35

Step 3Manage your program 36

Manage 37

Selecting ambassadors✤ Attend information session (30 min.)✤ 1 month application process - create a blog, post 1x/wk minimum - ﬁrst post = “About me” - create a twitter account - ﬁrst tweet = “Why I want to be an ambassador”✤ Selection of Paid ambassadors✤ Attend fall training, sign contract 38

Contract3 reasons you should use a contract: Blog 1x/wk ✤ Responsibilities Tweet 1x/day Photos/Video bi-weekly Q&A Paid ✤ Beneﬁts Leadership training Recommendation letter Networking opportunities Resume building ✤ Protection Set standards Authentic vs. Inappropriate 39

Trust + Education = Success 40

ROIProjected yearly cost 25% of applicants connectof program = $4185.14Monthly average cost 66% of enrolled students connectper ambassador = $40Yearly average cost Anecdotes are pricelessper ambassador = $318 41

Thank you!Mallory Wood@MalloryWoodmarketingwithmallory.comMarch 22, 2011 .eduGuru Online Summit 42

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Beyond Blogging: Create an Integrated Online Student Ambassador Program

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Beyond Blogging: Create an Integrated Online Student Ambassador Program — Presentation Transcript