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Blogs and Twitter: Capturing Real-time Experiences for Engagement and Promotion
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Blogs and Twitter: Capturing Real-time Experiences for Engagement and Promotion

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Blogging platforms as well as micro-blogging platforms such as Twitter are extremely valuable channels for institutions and education abroad advisors to promote to, as well as engage, all of their …

Blogging platforms as well as micro-blogging platforms such as Twitter are extremely valuable channels for institutions and education abroad advisors to promote to, as well as engage, all of their constituent types. This presentation overviews both platforms and their distribution channels within an institution’s online presence, outlines content ownership and strategy models for each platform, and shares best practices and challenges that peers have experienced.

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  • 1. Blogs & Twitter:Capturing Real-Time Experiencesfor Engagement & Promotion
    Gene Begin
    Digital Marketing DirectorBabson College
    Vanessa Theoharis
    Marketing Coordinator
    Undergraduate School, Babson College
  • 2.
  • 3. Audiences
    Prospective Students
    Current Undergrads
    Current Grads
    Faculty & Staff
    International Students
    Business Community (Recruiters, Exec Ed, Entrepreneurs, etc.)
    Alumni
    Parents & Families
    Research Community
  • 4. BLOGS
  • 5. Blogging Platforms
    WordPress
    Blogger
    Hubspot
    Tumblr
    Twitter
  • 6. Content Contributor Models
    • Staff Coordinated
    • 7. Off-shore courses, volunteer programs abroad, etc.
    • 8. Student Owned
    • 9. Individual content produced without college support
    • 10. Student College-Branded
    • 11. Online ambassadors; centered around the person
    • 12. Program-Specific Student Bloggers
    • 13. Abroad program, admission, 1st year programs, internships, etc.
  • Consuming the Content
  • 14. Distribution Channels
    Website
    Share This
    Facebook
    Twitter
    LinkedIn
    Blog Readers
    Integration with Print
  • 15. Best Practices
    • Interactive; keep user engaged
    • 16. Editorial process
    • 17. Include links
    • 18. Tagging, categories
    • 19. Titling
    • 20. Try adding title last
    • 21. Bad: Habitat – Day 3 or Blog Post #88
    • 22. Good: Applying Babson’s Entrepreneurial Education to the Orphanage
    Top 10 Places to Study Abroad
  • 23. TWITTER
  • 24. Content Contributor Models
    • Staff coordination
    • 25. Off-shore courses, volunteer programs abroad (i.e. @BabsonBRIC)
    • 26. Student College-Branded
    • 27. Online ambassadors
    • 28. Student Owned
    • 29. Individual content produced without college support
    • 30. General Accounts
    • 31. International Program Office
    • 32. Per Program
  • Consuming the Content
    Customer Service
  • 33. Tweeting the Study Abroad Experience
    • Pre: general OIP account, promotion of events and programs
    • 34. During: student-created content, capturing real-time experiences
    • 35. Post: general OIP account, follow-up promotion, re-entry
  • Distribution Channels
    • How to reach Twitterers
    • 36. Directories (CampusTweet, Wefollow.com, etc.)
    • 37. Twitter lists
    • 38. Hashtag searches (#studyabroad, #highered, #basaa, etc.)
    • 39. Brand monitoring
    • 40. Engage in conversation
    • 41. How to reach NON-Twitterers
    • 42. Website – account and hashtag streams
    • 43. Facebook
    • 44. Physical Presence – TVs or computers streaming tweets
    • 45. At events (Education Aboard Fairs, Orientation, etc.)
    • 46. In main office (at check-in)
  • Best Practices
    • Editorial process
    • 47. Links to share content (your own and others)
    • 48. Ample space for RT-ing
    • 49. Interacting with Twitter community
    • 50. Ask questions and answer questions
    • 51. Continuous brand monitoring
    • 52. Listsand searches
  • Twitter Applications & Platforms
    (apps for iPhone, Android, Blackberry)
    • UberTwitter
    • 62. Twitterberry, etc.
  • Managing an Online Presence
    • Link to web site
    • 63. Promote via Twitter and/or Facebook
    • 64. Connect students to alumni and employers
    • 65. Monitor jobs & career interest groups
    • 66. Promote Events
    • 67. Link to web site
    • 68. Promote programs, web site and blogs
    • 69. Groups for niche student interaction
    • 70. Promote programs, web site and blogs
    • 71. Listen, Interact & Engage
    • 72. Promote all social media platforms
  • Key Takeaways
    • To Each Their Own… Content Contributor Model
    • 73. Conversation = Promotion
    • 74. Leverage Student-Created Content
    • 75. Pre > During > Post
    • 76. Editorial Process
    • 77. Extend the Content
  • Questions?
    Don’t hesitate to contact us with any questions.
    Gene Begin Vanessa Theoharis
    gbegin@babson.eduvtheoharis1@babson.edu
    @gbegin @vanessaTsmiles
    www.linkedin.com/in/genebeginwww.linkedin.com/in/vanessatheoharis

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