Building Online Comm


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  • Building Online Comm

    1. 1. Building Online Communities <ul><li>How best to use the web for positioning your university </li></ul><ul><li>Tim O’Keeffe, director of web content, Colgate University </li></ul>
    2. 2. Higher Ed ‘Long Tail’ <ul><li>It’s not about reaching every body, it’s about building, keeping relationships with some body </li></ul><ul><li>It’s not just about facebook or </li></ul><ul><li>It’s a consistent online presence with a consistent message through multiple outlets </li></ul><ul><li>It’s building community </li></ul>
    3. 3. We Don’t Control the Message <ul><li>Actually, we never did, but it was a nice thought </li></ul><ul><li>Being true to brand -- the Colgate experience -- in our communications is highly important </li></ul><ul><li>Authoritative voice has been weakened </li></ul>
    4. 4. Change in “Voice” authoritative community-based
    5. 5. A Colgate Presence
    6. 6. Because we know this is up there
    7. 7. Defining your Brand <ul><li>Positioning initiative to better define the brand and create a clear image/identity </li></ul><ul><li>What is the promise you make with constituents? </li></ul><ul><li>How does your website keep that promise? </li></ul>
    8. 8. The Colgate Story <ul><li>Website is a major piece of communications effort to answer the question: ‘What is Colgate?’ </li></ul>● Smart ● Fun ● Gutsy ● Driven Irrepressible
    9. 9. Tools to Use <ul><li>News blog </li></ul><ul><li>Flash videos </li></ul><ul><li>flickr photos </li></ul><ul><li>Podcasts </li></ul><ul><li>Webcams </li></ul><ul><li>Screensaver </li></ul>
    10. 10. News Blog
    11. 11. Opening Things Up <ul><li>Build community through comments </li></ul><ul><li>Raise profile of stories </li></ul><ul><li>Categorize stories to better utilize RSS </li></ul><ul><li>Better promote photos, videos </li></ul><ul><li>Signed up March 7, launched Oct. 16 </li></ul><ul><li>Hosted by outside vendor (LivingDot) </li></ul>
    12. 12. Interactivity <ul><li>92 stories posted </li></ul><ul><li>131 comments </li></ul>
    13. 13. Blog Comments <ul><li>JJ Hackett </li></ul><ul><li>I was in London two years ago </li></ul><ul><li>with Jason and I completely sympathize with Jeremy's pain: I ate pasta the whole time and I still came home with $64 to my name. </li></ul><ul><li>He's right though, the experience is absolutely priceless. </li></ul>
    14. 14. More <ul><li>Thanks for the comments! There was, as you can imagine, a lot of discussion on campus, including in the Environmental Council, about the Environmental Sustainability Report Card. While I agree that the D+ grade was somewhat embarrassing, in my opinion their methodology was pretty bad. In particular, they gave what I think is too much weight to colleges' endowment policies and to the particulars of colleges' official statements about sustainability </li></ul>
    15. 15. Feeding the Beasts <ul><li>Homepage </li></ul><ul><li>Alumni site </li></ul><ul><li> portal </li></ul><ul><li>RSS module as part of CMS </li></ul><ul><li>Interactive screensaver </li></ul><ul><li>Personal pages like iGoogle, netvibes, MyYahoo </li></ul><ul><li>Feedburner allows for automated e-mail widget that highlights stories </li></ul><ul><li>FeedBlitz sends e-mail updates of news stories mail (103 subscribers) </li></ul>
    16. 16. Collecting Content
    17. 18. Photos on flickr
    18. 19. Flickr Pix and Sets our lawyers say this is directory information, and we’re not violating ferpa. students sign an opt out form that doc has never been an issue
    19. 20. Pointing to flickr slideshow through flickr
    20. 21. Video Project
    21. 22. Extend the Long Tail
    22. 23. Extend it Some More
    23. 24. Making It Happen <ul><li>Content delivery network (OnStream) </li></ul><ul><li>Team of student videographers, paid by IT </li></ul><ul><li>Digital media director attends weekly news meetings </li></ul><ul><li>Utilize assets in as many ways as possible </li></ul><ul><li>Build traction among administrators </li></ul>more than 6,000 downloads in month of february. just on the cdn
    24. 25. Video In Demand berkely getting thousands of views of lectures. ball state oops section
    25. 26. Colgate Conversations
    26. 27. On iTunes <ul><li>Alumni, faculty featured in 27 episodes </li></ul><ul><li>Difficult analytics, but log files show anywhere from 30 to 600 downloads per day </li></ul><ul><li>Steady growth </li></ul><ul><li>New writers series </li></ul>
    27. 28. 2.0
    28. 29. Webcams
    29. 30. Cam Comments <ul><li>These web cams comprise a great asset for alums and prospective students ... I like the one at the Coop looking at Ho as you get a lot of activity on nice days </li></ul><ul><li>Great, I enjoy &quot;experiencing&quot; just a little of my daughter's college life. </li></ul><ul><li>the web cam looking at Ho from Oak Drive needs its window cleaned, thanks </li></ul><ul><li>working now - thanks, where is the snow????? </li></ul><ul><li>As a &quot;freshman mom&quot; I love seeing what the weather is like up there. Of course a fun idea is to have a Happy Birthday cam so students can wave on the special day back home. </li></ul>
    30. 31. Interactive Screensaver
    31. 32. On your own? <ul><li>IT support or an outside vendor </li></ul><ul><li>Movable Type, WordPress, Drupal, TypePad </li></ul><ul><li>Axis 211 network webcam </li></ul><ul><li>Create a flickr account in minutes </li></ul><ul><li>Upload videos through YouTube, others </li></ul>webcam cost $629 our movable type is $29 typepad is $15 wordpress free drupal free
    32. 33. Disengaged Aware Responsive Engaged We need to move people
    33. 34. Use online tools to move people And make it work with your overall communications strategy
    34. 35. Building Online Communities <ul><li>How best to use the web for positioning your university </li></ul><ul><li>Tim O’Keeffe, director of web content, Colgate University </li></ul>