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The BlogSaturday, January 12, 2013
What to expect.                             Context and why blogging is the new normal.                             A stud...
Schools and the media landscape.  Clay Shirky  New York University  - Associate Arts Professor at the Interactive Telecomm...
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?Saturday, January 12, 2013
Why is this important?      Itʼs professional development.Saturday, January 12, 2013
Why is this important?Saturday, January 12, 2013
Why is this important?                             Itʼs good modeling.Saturday, January 12, 2013
Why is this important?Saturday, January 12, 2013
From dated reference reminder to “internationally                                     monitored catalog of the changing wo...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
From dated reference reminder to “internationally                             monitored catalog of the changing worldview ...
Our first student and faculty blog.          By the numbers           • Launched in 2007           • Posts seven days a wee...
Content                                                                                          Abby                     ...
Engagement                                                                                         Abby   Comments   “Very...
What weʼve learned.   - The best bloggers are those who want to blog.   - Donʼt choose bloggers based on interests alone. ...
Brand AmbassadorsSaturday, January 12, 2013
Brand AmbassadorsSaturday, January 12, 2013
People like blogs & blogs drive web traffic                             Top ten web pages viewed                           ...
Brand Ambassadors  - Blog 10th most viewed page (Sept 1 - Dec 31, 2012)   Comments                                        ...
Getting in front of your audience.Saturday, January 12, 2013
Getting in front of your audience                                                                         )&#*+,(/(       ...
Thanks!                                                               Tucker Kimball                                 Direc...
Thanks!Saturday, January 12, 2013
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Blogging and Brand Ambassadorship in Independent Schools

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How blogs and blog ambassadors can help strengthen your school brand and drive relevant traffic to your website.

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Transcript of "Blogging and Brand Ambassadorship in Independent Schools"

  1. 1. The BlogSaturday, January 12, 2013
  2. 2. 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
  3. 3. 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
  4. 4. http://www.ted.com/talks/Saturday, January 12, 2013
  5. 5. Why is this important?Saturday, January 12, 2013
  6. 6. Why is this important? Itʼs PR.Saturday, January 12, 2013
  7. 7. Why is this important?Saturday, January 12, 2013
  8. 8. Why is this important? Itʼs professional development.Saturday, January 12, 2013
  9. 9. Why is this important?Saturday, January 12, 2013
  10. 10. Why is this important? Itʼs good modeling.Saturday, January 12, 2013
  11. 11. Why is this important?Saturday, January 12, 2013
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Brand AmbassadorsSaturday, January 12, 2013
  26. 26. Brand AmbassadorsSaturday, January 12, 2013
  27. 27. 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
  28. 28. 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
  29. 29. Getting in front of your audience.Saturday, January 12, 2013
  30. 30. Getting in front of your audience )&#*+,(/( )&#*+,(.( )&#*+,(-( !"#$%$&# !"#$%$&# Next steps for Gould Academy !"#$%$&# !"#$%&$( - Technical web site audit - Keyword research - Content & blogging - AnalyticsSaturday, January 12, 2013
  31. 31. Thanks! Tucker Kimball Director of Communications - Gould Academy Contributing Blogger - edSocialMedia @tuckerkimball Linkedin/tuckerkimballSaturday, January 12, 2013
  32. 32. Thanks!Saturday, January 12, 2013
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