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Making the Case for New Media in Your Communications Program

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  • 1. Making the Case for New Media In Your Communications Program Matt Howard Renee Basick
  • 2. Introductions
    • Matt Howard
      • Director, Chicago Media Initiatives Group, University of Chicago
      • Background in academic publishing, online learning, web production, blogging, podcasting
    • Renee Basick
      • Senior Producer, Chicago Media Initiatives Group
      • Background in broadcast and new media journalism; design, web development, video production
    • CMIG
      • Initiative of our Provost’s Office
      • Consult on new media and communications strategy
  • 3. Overview
    • The Communications Divide in Higher Ed
    • Exploiting Web 2.0 for Communications
      • Blogs
      • RSS Feeds
      • Podcasts
      • Social Media
      • HTML Email
    • Integrating New Media in Communications Plans
  • 4. I. The Communications Divide
  • 5. The Communications Divide
    • How do students communicate today?
    • “ Social Media”
      • Facebook, MySpace, LinkedIn
      • Blogs
      • Instant messaging
      • Mobile device / text messaging
      • YouTube, Ziddio
  • 6. The Communications Divide
    • YET
    • < 8% of higher ed marketers use such innovative channels to reach prospective students
    • e-mail remains medium of choice
      • (despite the fact students ignore them)
    • Survey* of 120 higher education marketers:
      • 95% use e-mail marketing
      • 62% use it to target alumni
      • < 50% use e-marketing to reach current students, faculty community, etc.
    • *recent survey by marketing firm Media Logic Inc.
  • 7. The Communications Divide
  • 8. The Communications Divide
  • 9. II. Exploiting Web 2.0 for Communications
  • 10. What Is Web 2.0?
    • Web 2.0* refers to a perceived second-generation of Web-based services that emphasize online collaboration and sharing among users .
      • social networking sites (Facebook, MySpace, LinkedIn)
      • Wikis (Wikipedia)
      • communication tools (blogs, podcasts, YouTube, Ziddio)
      • Folksonomies (tag clouds)
      • *Adapted from Wikipedia, the free encyclopedia
  • 11. Blogs
    • What is a blog?
    • How big is blogging?
    • Blogging in Higher Education
      • Case Study: Law School Faculty Blog
    • Updating your blog
    • Blog functionality
  • 12. What Is a Blog?
    • A blog (short for Web Log) is a user-generated Web journal
    • Blogs provide commentary on a particular subject
    • Blogging services, such as TypePad and WordPress, use a WYSIWYG platform so you do not need to code
    • A typical blog combines text, images, and links
    • Readers can add comments
    • The network of blogs is called the Blogosphere
    • In November 2006, blog search engine Technorati was tracking more than 57 million blogs.
  • 13. How Big is Blogging?
    • 39% of American adults (57 million) are blog readers (July 2006)
    • 11 million people (1 out of every 17 Americans) have created a blog
    • Every 7.4 seconds a new blog is created
      • *From “Building Your Business with Video Blogging” April 2007, Event DV magazine
  • 14. Blogging in Higher Ed
    • Admissions blogs
      • Informational, give taste of University
      • Ex: MIT Admissions Blog
      • http://www.mitadmissions.org/
    • Academic / public intellectual
      • Ex: Becker-Posner Blog
      • http://www.becker-posner-blog.com /
    • Campus blogs
      • Ex: UChiBlogo
      • http://uchiblogo.uchicago.edu
    • Alumni blogs
    • Course blogs
    • Student blogs
  • 15. Case Study: Law School Blog
    • started in 10/1/05
    • academic content
      • Op Ed
      • Current ideas
      • Academic draft of article
    • First law faculty to collectively blog
    • Audiences
      • Prospective students
      • Students, faculty, staff
      • Legal academy
      • General public
  • 16. Case Study: Law School Faculty Blog
  • 17. Case Study: Law School Blog
    • Cost: $150 per year
    • Benefits
      • Branding / raising profile
      • Self-selection for prospective students
      • Commentary on works in progress
    • Visits
      • Total ...................... 426,968
      • Average per Day ................ 667
      • Average Visit Length .......... 1:28
      • Current Week .................... 4,671
  • 18. Case Study: Law School Blog
  • 19. Updating Your Blog
  • 20. Updating Your Blog
  • 21. Updating Your Blog
  • 22. Blog Functionality
    • Post scheduling
    • Edit templates
    • Categories
    • Multiple authors
    • Photo galleries
    • Image uploading
    • File uploading
    • Comments
    • Pings
    • Trackbacks
    • Search
    • Blogroll/Lists
    • Moblogging
    • Social Bookmarks
    • Widgets
    • RSS / Atom
  • 23. Widgets
    • a portable snippet of code, from a third party, that can be added any web page by an end user without requiring additional compilation
    • Common examples include:
      • Search box
      • Online poll
      • Calendar
      • Subscriptions
    • Adds functionality to your blog
  • 24.  
  • 25. RSS Feeds
    • What is RSS?
    • Who Produces RSS Feeds?
    • User Benefits
    • RSS Feed Services
    • Content and Technical Issues
    • Distribution Issues
  • 26. What is RSS?
    • RSS is Really Simple Syndication
    • RSS is an XML-based format for content distribution.
    • Many news organizations and blogs offer RSS feeds for use in news aggregators, often called &quot; feed readers .&quot;
    • Browsers such as FireFox, IE7, Safari allow for subscribing to feeds
    • Feeds typically include headlines, summaries, and links back to the original article online.
  • 27. Who Produces RSS Feeds?
    • Major media organizations
    • University news offices
    • Bloggers
  • 28. User Benefits
    • News content is &quot;pulled&quot; to the subscriber, as opposed to &quot;pushed&quot; out.
    • Automatically checks for and retrieves new content at user-determined intervals.
    • Eliminates user need to regularly check websites of interest for updates.
    • User has control (e.g., can subscribe or unsubscribe)
  • 29.  
  • 30. RSS Feed Services
    • FeedforAll.com
      • Helps you create and manage feeds
      • create RSS feeds & podcasts
      • edit RSS feeds & podcasts
      • manage and publish RSS feeds
      • create iTunes compatible podcasts
    • FeedBurner.com
      • Adds desirable functionality to your feed, such as integration with “social bookmarks” and “email this” ability
      • Provides “click through” statistics, number of subscribers, and your reach
      • Inexpensive at $5 per month
  • 31.  
  • 32. Content and Technical Issues
    • Consistency of University brand
    • Managing headlines
    • Publishing issues
    • Copyright information
    • Contact information
    • Standardization of formats (RSS 1.0, 2.0, ATOM)
    • Standardization of iconography
    • Software available to create RSS
  • 33. Distribution Issues
    • Internal
      • Central University location for organizing campus feeds and podcasts
      • Example: http://feeds.uchicago.edu
      • Add metadata in html to enable “live bookmarks”
    • <head>
    • <meta http-equiv=&quot;Content-Type&quot; content=&quot;text/html; charset=iso-8859-1&quot; />
    • <title>University of Chicago News Feed</title>
    • <link rel=&quot;alternate&quot; type=&quot;application/rss+xml&quot; title=&quot;University of Chicago News Feed&quot; href=&quot; http://www-news.uchicago.edu/rss/index.xml &quot;>
    • </head>
    • External
      • Consistency of University brand
      • Submissions to RSS directories
        • Moreover
        • Syndic8
        • Technorati
        • Feedster
  • 34. Podcasts
    • What Is a Podcast?
    • Podcasting in Higher Ed
    • Creating a Podcast / Vodcast
    • Setting Up Your Podcast
    • RSS 2.0 Media Enclosures
    • User Benefits
    • Content Issues
    • Distribution Issues
    • Value for Your College
      • Case Study: CHIASMOS
  • 35. What Is a Podcast?
    • An RSS feed that includes direct links (called “enclosures”) to audio and video files.
    • Uses RSS subscription model to distribute audio and video programs via the Internet, playable on computers or handheld devices (iPod, mp3 player)
    • Video podcasts are often called vodcasts.
    • iTunes is podcast enabled, technology leader
    • Examples: http://feeds.uchicago.edu
  • 36. Podcasting in Higher Ed
    • Course Delivery
      • Recordings of class discussions / lectures
      • Language (e.g., French) practice
    • Storytelling and Public Relations
      • Faculty interviews, university news
    • Public events / lectures in a series
    • Conference/Symposium Resources
      • Recordings from a symposium
  • 37. User Benefits
    • Users who subscribe to a podcast are able to listen or view the content using free audio / video software--such as iTunes as well as through many feed readers.
    • As new content is made available, software automatically
      • downloads new content to your computer
      • “ synchs” to mobile MP3 and video players, such as the video iPod.
  • 38.  
  • 39. Content Issues
    • Consistency of University brand
    • Managing headlines
    • Publishing issues
      • Fixity of errors
      • Enclosing media files
    • Copyright information
    • Contact information
  • 40. Distribution Issues
    • Internal
      • Central University location for organizing campus feeds
        • (e.g., http:// feeds.uchicago.edu )
        • Links to RSS subscription page (e.g., in copyright footer)
    • External
      • Consistency of University brand
      • Submissions to RSS directories, such as:
      • Podcast Directory
        • Podcast Alley
        • Odeo
        • iPodder
        • Podcast Pickle
        • Yahoo!
        • iTunes
      • Video iPod
  • 41.  
  • 42.  
  • 43.  
  • 44. Value for Your College
    • Questions for your college to consider:
    • Is there value in creating standards-and-use protocols?
    • Is there value in a centralized location for RSS and podcast feeds?
    • Is there value in creating (or investing in) a more robust feed generator?
  • 45. Case Study: CHIASMOS
    • 2003, Center for International Studies (CIS)
      • began audio recording lectures
      • other area studies centers followed
      • CAN TV (public access) occasionally recorded events for broadcast, also providing audio and video files for the Web
    • Spring / Summer 2006
      • Volume of recordings created opportunity for outreach
      • Outreach mandated by the Centers’ Title VI grants from the U.S. Department of Education.
      • CIS communications / outreach staff made plan for CHIASMOS
      • Asked CMIG to provide recording and postproduction services (10-15 events per quarter)
    • Fall 2006
      • Names
  • 46. Case Study: Chiasmos
  • 47. Case Study: Chiasmos
  • 48. Case Study: CHIASMOS
    • World Beyond the Headlines
      • launched on iTunes January 2006
      • Began tracking subscriptions via FeedBurner July 28, 2006
      • Averaged between 200-300 subscribers until late November 2006, when it was featured as one Wired ’s five favorite higher ed podcasts; subscriptions grew to over 1000 by January 2007.
      • Now 1690 subscribers, 281 reach
      • 88,013 downloads of 32 enclosures since July 18, 2006
    • CHIASMOS audio (master podcast of all audio files archived on CHIASMOS)
      • 149 Subscribers, 28 reach
      • 15,129 downloads of 111 enclosures since September 27, 2006
    • CHIASMOS video (master podcast of all video files archived on CHIASMOS)
      • 35 subscribers, 9 reach
      • 2,731 downloads of 49 enclosures since September 27, 2006
    • Human Rights Distinguished Lecturer Series (Sponsored by Human Rights Program)
      • 284 subscribers, 41 reach
      • 5,035 downloads of 14 enclosures since July 19, 2006
    • Latin American Briefing Series (sponsored by Center for Latin American Studies)
      • 517 subscribers, 77 reach
      • 12,298 downloads of 34 enclosures since July 19, 2006
    • Total downloads via podcast since July 18, 2006: 123,206
  • 49. Case Study: CHIASMOS
    • Project Costs
      • contracting with CMIG for their services, at between $185 - $250 (depending upon the complexity of editing, etc.) per event
      • estimate the total cost of recording and post-production at approximately $5k through the first two quarters of the project
      • additional costs include approximately 7.5 hours per week of CIS staff time for the construction and maintenance of the CHIASMOS website and podcasts (approx $14k annually)
  • 50. Social Media: MySpace
    • 124 million profiles in 2.5 years (10/06)*
    • Web pages that serve as
      • Diary
      • E-mail program
      • Photo album
    • Content shared with friends (whose pictures appear)
    • * From Washington Post “In Teen’s Web World, MySpace Is So Last Year”
  • 51. Social Media: MySpace
  • 52. Social Media: MySpace
  • 53. Social Media: Facebook
  • 54. Social Media: Facebook
    • 7.5 Million users
    • 2100 colleges
    • 22,000 high schools
    • 1000+ companies
    • 90+% utilization*
    • Does Facebook own your campus?
    • *From study at University of NC
  • 55. Social Media: YouTube
    • YouTube (GoogleVideo) now offers college pages
    • Videos vary in topic, student and college produced
    • Ziddio also has a “Facebook Diaries” program that integrates with Facebook
  • 56. Social Media: YouTube
  • 57. Social Media: YouTube
  • 58. HTML Email
    • Strategic Communications
    • Identifying Unmet Needs
    • Creating Your HTML Email Campaign
      • Case Study: Participate Campaign
  • 59. Strategic Communication
    • Use email campaigns as a means to change behavior
      • E.g., to give back to the University, to drive traffic to a Web offering
    • Use wisely (and not too often)
      • How often do you (and your staff) communicate with this constituent group?
    • Track the success of your campaign
      • Click throughs
      • Gifts
  • 60. Creating Your HTML Email Campaign
    • Don’t do it yourself; use an industry vendor
      • Vertical Response
      • Topica
    • Both Vertical Response and Topica can work with your data
    • Provides tracking
    • Offers personalized print campaign collateral (e.g., postcards)
    • HTML campaign can include other types of new media
      • Audio and Video files, links to blogs, slideshows, etc.
  • 61.  
  • 62.  
  • 63. III. Integrating New Media in Communications Plans
  • 64. Integrating New Media in Communications Plans
    • Understanding your stakeholders
      • Identifying unmet communications needs
    • Understanding your organization
      • What is your communications mix?
    • Target and position
    • Communication process and vehicles
    • Recommendations
  • 65. Understanding your stakeholders
    • Identify primary and secondary stakeholders
      • Alumni, donors, prospective students, current students, parents, community
      • Journalists; local, state, federal government; industry, prospective faculty
    • Demographics and psychographics
      • location, socio-economic variables, lifestyles, media use patterns, behaviors, benefits sought
    • Develop profiles
  • 66. Identifying unmet needs
    • How well do stakeholders feel needs are being met?
      • Annual survey of random samples from constituents to identify strengths and weaknesses in your communications mix; track progress
    • How well coordinated are you in communicating to stakeholders to achieve organizational goals?
      • Infrastructure (centralized, decentralized), success measures, consistency across communication channels (look and feel)
    • How do you currently reach stakeholders?
      • Face to face, print, email, audio/video (DVDs, Web video)
  • 67.  
  • 68. Understanding your organization
    • “ Brand” value and perception
    • What is your mission?
    • Who do we serve? What benefits do we provide?
    • Sources of competitive advantage
      • Core competencies of the organization
      • Physical assets, intangible assets, capabilities, human capital
    • SWOT Analysis
      • Internal: Strengths Weaknesses
      • External: Opportunities Threats
  • 69. SWOT Analysis of CMIG
  • 70. Target and position
    • Perceptual Mapping
    • How do stakeholders perceive you?
    • How do stakeholders perceive your competitors?
    • Differentiation: Where do you want to be?
  • 71. Creating Your Message
    • Message flows from
      • Target and Position
        • Desire to change your position
      • SWOT Analysis
        • Strengths, Opportunities
      • Survey Data
        • What resonates with your constituents?
  • 72. Case Study: Participate Campaign
    • Development Office campaign for young alumni
      • FY06 received under $4M primarily through phone
      • Instituted print, email, and new media (video) “Participate” campaign based on profiles of young alumni
      • By March 2007 already reached 85% of target $6M
  • 73. Case Study: Participate Campaign
  • 74. Case Study: Participate Campaign
    • November 2006, aggressive email campaign to young alumni
    • Giving in November increased
  • 75. Communication Process & Vehicle Selection
    • Awareness
      • Press releases, Web site
    • Credibility
      • Faculty press mentions, quotes, rankings
    • Interest
      • White papers, press articles, conference presentations, advertising, blogs, event recordings
    • Preference
      • Information sheets, collateral, brochures, promotional videos, podcasts, blogs
    • Selection
      • Maintenance communications, RSS feeds, podcasts
    • Loyalty
      • Thank you emails , regular mail, phone
  • 76. What is your communication mix? How do you currently communicate / interact? Are these communications “strategic”? Are they aligned to user needs?
  • 77. Budget, Staffing, Schedule
    • Budget
      • Investment not a cost
      • Specific costs of types of projects
      • Invoicing: Freshbooks.com
    • Staffing
      • Need one dedicated production professional (senior producer, producer, assistant producer)
      • Interns, students
    • Schedule
      • Calendaring system: Oracle, Google Calendar
      • FreedBack.com, Wafoo.com (web form apps)
  • 78. Recommendations
    • Establish task force of communicators / leaders for each stakeholder
    • Establish list of key messages, broken out by stakeholder group
    • Develop standard survey of stakeholders needs
    • Include measurement in every communication plan
    • Focus on the value of behavioral changes that can result from successful communication
  • 79. Thanks!
    • Matt Howard
    • [email_address]
    • 773-702-5071
    • Renee Basick
    • [email_address]
    • 773-834-7955
    • http://cmig.uchicago.edu
    • http://research.uchicago.edu/highlights