Blogging - University International Office
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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 ...

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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  • Full Name Full Name Comment goes here.
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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 Blogging - University International Office Presentation Transcript

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