Blogging and Brand Ambassadorship in Independent Schools

The BlogSaturday, January 12, 2013

What to expect. Context and why blogging is the new normal. A student & faculty blog & lessons learned. A case for building a brand ambassadorship program. Search and content marketing next steps.Saturday, January 12, 2013

Schools and the media landscape. Clay Shirky New York University - Associate Arts Professor at the Interactive Telecommunications Program - Distinguished Writer in Residence in the Journalism Department Harvard University - Fellow at the Berkman Center for Internet and Society - Edward R. Murrow Visiting Lecturer at Joan Shorenstein Center on the Press, Politics, and Public Policy in 2010 Photo: Kris Krug, ﬂickr.com/photos/poptech2006Saturday, January 12, 2013

http://www.ted.com/talks/Saturday, January 12, 2013

Why is this important?Saturday, January 12, 2013

Why is this important? Itʼs PR.Saturday, January 12, 2013

Why is this important? Itʼs professional development.Saturday, January 12, 2013

Why is this important? Itʼs good modeling.Saturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.com “This yearʼs entering college class of 2016 was born into cyberspace and they have therefore measured their output in the fundamental particles of life: bits, bytes, and bauds.”Saturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.comSaturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.com “They have always enjoyed school and summer camp memories with a digital yearbook.”Saturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.com “Having grown up with MP3s and iPods, they never listen to music on the car radio and really have no use for radio at all.”Saturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.com “They prefer to watch television everywhere except on a television.”Saturday, January 12, 2013

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998. www.themindsetlist.com “Robert De Niro is thought of as Greg Fockers long-suffering father-in-law, not as Vito Corleone or Jimmy Conway.”Saturday, January 12, 2013

Our ﬁrst student and faculty blog. By the numbers • Launched in 2007 • Posts seven days a week • Over 100,000 views to date • Avg. approx. 1,000 views a week. Audience • Current families gouldacademy.org/glog • Gould faculty & students • Alumni • Prospective families • The worldSaturday, January 12, 2013

Content Abby “He told me that the pack belonged to a ski patroller who died in an accident on the mountain. I was allowed to use it for the rest of my two years in the program.... I was immediately humbled.” (http://gouldacademy.org/glog/2011/whats-in-a-pack/)Saturday, January 12, 2013

Engagement Abby Comments “Very glad Brad Cunningham has touched you through the ski patrol program. Your thoughtful and moving insights • Nearly 2,000 views since 12/2/11 caught us by surprise.” - former head of school • 13 views in the last month “I, like many of the 2001 class, will be touched by this post • 29 comments as we have been touched by Brad and the memories of • Sharing: him.” - alum “Thank you for sharing your story, Abby....I think Brad would be proud that you wore his backpack.” - trustee and past parentSaturday, January 12, 2013

What weʼve learned. - The best bloggers are those who want to blog. - Donʼt choose bloggers based on interests alone. - Give your bloggers tools. - Let your bloggers ﬁnd their voices. - Get out of the way and let them write their stories. - People like blogs and blogs drive web trafﬁc.Saturday, January 12, 2013

Brand AmbassadorsSaturday, January 12, 2013

People like blogs & blogs drive web trafﬁc Top ten web pages viewed Top three entrance pages* /Glog/ - 2,285 /News-blogs/ - 1,580 /nordicblog/ - 1,315 *after homepage Data from Sept 1 - Dec 31, 2012Saturday, January 12, 2013

Brand Ambassadors - Blog 10th most viewed page (Sept 1 - Dec 31, 2012) Comments “Nick, Thank you! You are doing a great job with the - Blog 4th entrance page (Sept 1 - Dec 31, 2012) team and I love the blog.” - parent - Fasterskier.com refers quality trafﬁc to blog “Hi Nick, Looks like you are doing an awesome job with Gould Nordic! Not Surprised!” - industry peer - Content appeals to multiple constituencies - Strengthened brand & thought leadershipSaturday, January 12, 2013

Getting in front of your audience.Saturday, January 12, 2013

Getting in front of your audience )&#*+,(/( )&#*+,(.( )&#*+,(-( !"#$%$&# !"#$%$&# Next steps for Gould Academy !"#$%$&# !"#$%&$( - Technical web site audit - Keyword research - Content & blogging - AnalyticsSaturday, January 12, 2013

Thanks! Tucker Kimball Director of Communications - Gould Academy Contributing Blogger - edSocialMedia @tuckerkimball Linkedin/tuckerkimballSaturday, January 12, 2013

Thanks!Saturday, January 12, 2013

http://www.edsocialmedia.com	188
http://creandorecursosdidacticos.blogspot.com.es	58
http://feeds.feedburner.com	26
https://twitter.com	24
http://www.linkedin.com	5

Blogging and Brand Ambassadorship in Independent Schools

by Tucker Kimball on Jan 12, 2013

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Blogging and Brand Ambassadorship in Independent Schools Presentation Transcript