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No Better Time 
Than ‘Now’ 
Telling the Story of How We’re Telling our Story 
E-town Now – Elizabethtown College 
Donna Ta...
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 2
3 
Immediate Inspiration…. 
… sometimes requires incredible patience 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown....
4 
In the 
meantime, we 
did an 
occasional 
“happy 
medium”. 
I kind of went 
rouge. 
@donnatalarico | #mcs5 | #heweb15 |...
Getting There: Then to NOW 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 5
Why NOW? 
 Dynamic, interactive 
 Quicker turnaround 
 Higher frequency 
 Larger audience 
 Searchable 
 Real-time, ...
Building the Publication 
 Editorial focus 
 Strategic plan and 
mission driven 
 Site structure 
 Org Structure 
 Ed...
Building the Team 
 Managing editor 
 Editor 
 Student writers 
 Videographer 
 Designers 
@donnatalarico | #mcs5 | #...
Managing & Training a Team 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 9
From the Pages of NOW 
In addition to regular content, 
we published a few feature 
series. 
 Summer Series 
 New Spaces...
From the Pages of NOW 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 11
From the Pages of NOW 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 12
Many Ways to Tell a Story 
 Video features – How 
do you say it? 
 Video teasers – 
companion interviews 
 Social tie-i...
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 14
15 
Start 
spreading 
the… 
Yeah… you get it. 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
16 
Social 
Web 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 17
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 18
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 19
20 
Consider your tweet a 
headline. 
Don’t just say, “Here’s the 
latest news…” 
@donnatalarico | #mcs5 | #heweb15 | tala...
How do we get stories? 
Creating a culture of sharing. 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 21
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 22
Our Homerun. 
ALWAYS 
wear your 
glove. 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 23
Sometimes things 
just erupt: 
Riding the News 
Keep your eyes and ears 
peeled to local, regional, 
national and world ne...
Experts. Everywhere. 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 25
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 26
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 27
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 28
A Twitch? 
The social media pitch! 
Promotion NOW on social 
media, one-on-one with 
reporters. 
@donnatalarico | #mcs5 | ...
Press Check Yourself: Challenges 
 “I was already interviewed about that” OR confusion with 
student newspaper 
 “Where ...
A Year in Review: Some Stats 
 Created about 200 stories the 
first academic year and 
summer after 
 Most popular stori...
Next for NOW 
 More academics 
 Voices & Experts 
 More video 
 More “reprints” 
 Advanced training 
 Increased prom...
Questions? 
Stories to share? 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 33
Bonus Slides 
We have time to fill, so here is more data. 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 34
A Year in Review 
@donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 35
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No Better Time Than 'Now': Telling the Story of How Elizabethtown College is Telling Its Story - as presented at HighEdWeb 2014

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In 2013, Elizabethtown College launched E-town NOW, an online news website telling the college's story through a variety of ways. Please note that these slides were uploaded primarily for conference attendees and that a lot of context and stories will be lost.

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No Better Time Than 'Now': Telling the Story of How Elizabethtown College is Telling Its Story - as presented at HighEdWeb 2014

  1. 1. No Better Time Than ‘Now’ Telling the Story of How We’re Telling our Story E-town Now – Elizabethtown College Donna Talarico | @donnatalarico | talaricod@etown.edu | #mcs5
  2. 2. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 2
  3. 3. 3 Immediate Inspiration…. … sometimes requires incredible patience @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
  4. 4. 4 In the meantime, we did an occasional “happy medium”. I kind of went rouge. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
  5. 5. Getting There: Then to NOW @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 5
  6. 6. Why NOW?  Dynamic, interactive  Quicker turnaround  Higher frequency  Larger audience  Searchable  Real-time, yet timeless  Plan for “real-time” when you suspect a trend… @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 6
  7. 7. Building the Publication  Editorial focus  Strategic plan and mission driven  Site structure  Org Structure  Editorial process  “Integratedness”  Launch plan @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 7
  8. 8. Building the Team  Managing editor  Editor  Student writers  Videographer  Designers @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 8
  9. 9. Managing & Training a Team @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 9
  10. 10. From the Pages of NOW In addition to regular content, we published a few feature series.  Summer Series  New Spaces & Faces  Hobbies & Hidden Talents @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 10
  11. 11. From the Pages of NOW @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 11
  12. 12. From the Pages of NOW @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 12
  13. 13. Many Ways to Tell a Story  Video features – How do you say it?  Video teasers – companion interviews  Social tie-ins (moved to NOW from Social Life blog)  http://bit.ly/1vXbfew @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 13
  14. 14. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 14
  15. 15. 15 Start spreading the… Yeah… you get it. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
  16. 16. 16 Social Web @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
  17. 17. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 17
  18. 18. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 18
  19. 19. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 19
  20. 20. 20 Consider your tweet a headline. Don’t just say, “Here’s the latest news…” @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu
  21. 21. How do we get stories? Creating a culture of sharing. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 21
  22. 22. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 22
  23. 23. Our Homerun. ALWAYS wear your glove. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 23
  24. 24. Sometimes things just erupt: Riding the News Keep your eyes and ears peeled to local, regional, national and world news. You’ll never know what random event will become relevant to your institution. And, think ahead when you know something is happening, even cyclical things. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 24
  25. 25. Experts. Everywhere. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 25
  26. 26. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 26
  27. 27. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 27
  28. 28. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 28
  29. 29. A Twitch? The social media pitch! Promotion NOW on social media, one-on-one with reporters. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 29
  30. 30. Press Check Yourself: Challenges  “I was already interviewed about that” OR confusion with student newspaper  “Where did my Achievements go” OR change management  “Oh my gosh! This is great. How did I not know about this?” OR varying visibility  “I sent the source my questions” or working with students in interviewing skills. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 30
  31. 31. A Year in Review: Some Stats  Created about 200 stories the first academic year and summer after  Most popular stories – 2,394 and 1,634 (the more mass appeal, the more visits)  87,000 total views  Time on page less than two minutes  Aside from direct, most traffic from .edu followed by Facebook @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 31
  32. 32. Next for NOW  More academics  Voices & Experts  More video  More “reprints”  Advanced training  Increased promotion internally and to alumni @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 32
  33. 33. Questions? Stories to share? @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 33
  34. 34. Bonus Slides We have time to fill, so here is more data. @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 34
  35. 35. A Year in Review @donnatalarico | #mcs5 | #heweb15 | talaricod@etown.edu 35

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