Blogging - University International Office

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This is a 25 minute presentation I gave to Malmö University's international office on blogging. It was an in house presentation addressing a specific issue of whether they should blog, and what form it could take. Issues covered include blog strategy, international office blogs, content creation and a little bit on evaluation.

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  • One observation I have, after making this presentation, was that many of the blogs I looked at seem not to be answering comments from students. Both negative and positive comments are left. Now, in the best case, they may be answering by email - but it still gives the impression that they do not care. I suspect, however, that many comments are simply being ignored or forgotten. A few minutes work, on the blog owners, could lead to big gains in satisfaction - if some one takes the time to comment, you should take the time to answer them. Otherwise, why post at all?
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  • Wouldnormallyhavesomemoreofcommunication plan and analysishere – not enoughtimeto do this.
  • Social traffic is oftenmoreengaged.
  • Blogging - University International Office

    1. 1. blogging<br />Figuringoutwhetherit’s right for you, howtoproducecontent and evaluatesuccess<br />
    2. 2. about.me/johnwedderburn<br />@johnwedderburn<br />Universityusability.wordpress.com<br />John Wedderburn<br />2<br />
    3. 3. 3<br />BlogExamples<br />International Office Blogshttp://nuiginternational.wordpress.com/<br />http://cardiffinternational.blogspot.com/<br />http://blogs.acu.edu.au/international/<br />http://uclinternationalstudents.wordpress.com/<br />http://blogs.exeter.ac.uk/gointernational/<br />Student Blogshttp://studies.ku.dk/arriving_and_living_in_copenhagen/blogs/<br />http://tuftsblogs.com/international/<br />http://blogs.warwick.ac.uk/<br />http://blogs.sweden.se/students/<br />
    4. 4. Why?<br /><ul><li>Whatcan a blog do for yourstudents and partners?</li></ul> - Service<br /> - Defineyourstaff as thought-leaders<br /><ul><li>Howwill it helpdeliveryouroperationalgoals?</li></ul> - Student recruitment<br /> - Branding<br /><ul><li>Increase the digital presenceof Malmö University</li></ul> - Searchengines like goodblogs<br />4<br />
    5. 5. Blogfailure<br />5<br /><ul><li>Did not have a dedicatedblog editor
    6. 6. Did not embrace the blog’s multi-media potential
    7. 7. No interactivity
    8. 8. No promotion of the blog, online or offline
    9. 9. Not enoughfreshcontent
    10. 10. No coherent voice</li></ul>”at the outsetwe never reallyestablishedwhy or what<br />wewanted it to be” <br />Dan Reimold ”10 ReasonsOur Student NewspaperBlogStinks”<br />
    11. 11. Blogstrategy<br />…explainswhyyouhaveblog…and how it deliversyourorganisation’sgoals…<br />
    12. 12. International Office Goals<br /><ul><li>Stärka marknadsföring och varumärke
    13. 13. Öka antal inresande utbytesstudenter, säkra antalet registrerade av antalet antagna internationella studenter
    14. 14. Öka antal utresande studenter och personal
    15. 15. Förbättra service för internationella studenter</li></ul>7<br />
    16. 16. Bloggoals<br /><ul><li>Giveincomingexchange students upto date information
    17. 17. Turnwarmprospectsinto hot prospects
    18. 18. Acquirenew visitorstowww.mah.se
    19. 19. Providea personal face for the international office
    20. 20. Reinforce the pictureof Malmö and Sweden as a goodstudydestination</li></ul>8<br />- Reading content, leaving a comment<br />- Leaving the blogto mah.se<br />- Attractvisitors from Google<br />- Sharingother digital content<br />
    21. 21. Blogstrategy<br />9<br />1.Once wehave a blog, we’ll be ableto<br />2. Peoplewill read ourblog, because it helps<br />themto……..<br />recruit new exchange students<br />make an application, seeus as the right choice <br />3. Afterreading, wewantblogvisitorsto…..<br />4. …………., ……………., and …………….. willletpeopleknowwehave a blog<br />5. Wewillcreate ……. posts per month, with …….. in charge ofeditorial and ……….. in charge ofanalytics<br />comment, visit mah.se<br />Facebook<br />offlinelinks<br />Mah.se<br />Anna<br />5<br />Knut<br />http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’<br />
    22. 22. 10<br />6. Sample posts, and theirheadlines, include…….<br />http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’<br />
    23. 23. 11<br />
    24. 24. 12<br />
    25. 25. Is yourcontentworking?<br />….in space, no onecanhearyouscream….<br />
    26. 26. 14<br />
    27. 27. Basic Checklist<br />- Referring sites<br />- Keywords<br />- Visits<br />Micro-conversions<br />- Clicking on a link<br />- Downloading a brochure<br />- Watching a film<br />- Leaving a comment<br />
    28. 28. Visits<br />16<br />
    29. 29. Referring sites<br />17<br />
    30. 30. Keywords<br />18<br />
    31. 31. Engagement<br /><ul><li>Comments and type</li></ul> - Aretheyconstructive?<br /> - Areyouansweringthem?<br /><ul><li>Shares
    32. 32. Subscribers</li></ul>19<br />
    33. 33. Killer content<br />….write for yourtargetgroup…butdon’tforgetaboutgoogle<br />
    34. 34. 21<br />
    35. 35. Killer content<br /><ul><li>Post Title – Letsthe readerknowtheyhavefoundsomethinguseful; extremelyimportant for Google
    36. 36. URL – Include the keywords
    37. 37. Meta-description – 2 sentencesexplainingwhatyouarewritingabout (called the ’Excerpt’ in Wordpress)
    38. 38. Blog Post Content – Includeyourkeywords and link
    39. 39. Length – appropriateto the task</li></ul>22<br />
    40. 40. Killer content<br /><ul><li>Categories – So your posts caneasily be found
    41. 41. Tags – Not the same as categories, usetoassociateyour post withcertainideas, topicsetc
    42. 42. Duplicating and refashioningcontentyou’vepublishedelsewhere is okay
    43. 43. Guestbloggers
    44. 44. PubliciseYouTube clips, flickrgroups and otherblogs</li></ul>23<br />
    45. 45. 24<br />
    46. 46. Afteryou post<br /><ul><li>Putup a link on Facebook
    47. 47. Tweetaboutit (severaltimes)
    48. 48. Include a link in any newsletters or emails
    49. 49. Include it as news on www.mah.se
    50. 50. Ask any partners tolinkto it</li></ul>25<br />
    51. 51. Students blogging<br />26<br />
    52. 52. 27<br />
    53. 53. Comments<br />28<br /><ul><li>Hard to get
    54. 54. Negative commentsare not such an issue
    55. 55. Positive and negative comments must be acted on </li></ul>Source: Flickr – Miss Miah<br />
    56. 56. 29<br />
    57. 57. 30<br />
    58. 58. 31<br />
    59. 59. 32<br /><ul><li>Don’t go on the offensive or defensive
    60. 60. Be authentic
    61. 61. Actquickly
    62. 62. Don’t be afraidtofail
    63. 63. Ask yourcommunity for help
    64. 64. Considerraising the discussion on otherplatformse.g. Facebook</li></li></ul><li>How long willthistake?<br /><ul><li>Rememberhow long it takestoproduce web content?
    65. 65. Figure on 2-3 hours for each post
    66. 66. Additionaltime for answeringcomments</li></ul> - Youhavea responsibility as a public authority<br />33<br />
    67. 67. Whatcanyoumeasure?<br /><ul><li>Visits to the blog</li></ul>- Visitorloyalty<br /><ul><li>Commentsmade on the blog (takestime!)
    68. 68. Effortyou’re putting in
    69. 69. Referralstowww.mah.se
    70. 70. Sharingofyourcontent
    71. 71. Links to the blog
    72. 72. Student feedback</li></ul>34<br />
    73. 73. Next steps<br />Have a 1 – 2 hour meeting withthese agenda points:<br /><ul><li>Define the purposeof the blog: go/no go</li></ul> - Is a blog the right tool in the firstplace? What problem will it helpsolve?<br /><ul><li>Whowill be part of the editorial team? Office staff and students?
    74. 74. Whenwill posts be published?</li></ul> - Synchronisewithadmissionstimeline?<br /> - Create a calendar<br /><ul><li>Howwill the blog be publicised?
    75. 75. Whowill be in charge of it and wherewill it be reported?</li></ul> - Whatwillsuccess look like?<br /> - Kill or continuereview<br />35<br />
    76. 76. E-Delagationen<br /><ul><li>Needtosaywhoyouare
    77. 77. Policy document</li></ul>36<br />www.edelegationen.se<br />

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