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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 it could take. Issues covered include blog strategy, international office blogs, content creation and a little bit on evaluation.

Published in: Education, Technology
  • 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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Blogging - University International Office

  1. 1. blogging<br />Figuringoutwhetherit’s right for you, howtoproducecontent and evaluatesuccess<br />
  2. 2. about.me/johnwedderburn<br />@johnwedderburn<br />Universityusability.wordpress.com<br />John Wedderburn<br />2<br />
  3. 3. 3<br />BlogExamples<br />International Office Blogshttp://nuiginternational.wordpress.com/<br />http://cardiffinternational.blogspot.com/<br />http://blogs.acu.edu.au/international/<br />http://uclinternationalstudents.wordpress.com/<br />http://blogs.exeter.ac.uk/gointernational/<br />Student Blogshttp://studies.ku.dk/arriving_and_living_in_copenhagen/blogs/<br />http://tuftsblogs.com/international/<br />http://blogs.warwick.ac.uk/<br />http://blogs.sweden.se/students/<br />
  4. 4. Why?<br /><ul><li>Whatcan a blog do for yourstudents and partners?</li></ul> - Service<br /> - Defineyourstaff as thought-leaders<br /><ul><li>Howwill it helpdeliveryouroperationalgoals?</li></ul> - Student recruitment<br /> - Branding<br /><ul><li>Increase the digital presenceof Malmö University</li></ul> - Searchengines like goodblogs<br />4<br />
  5. 5. Blogfailure<br />5<br /><ul><li>Did not have a dedicatedblog editor
  6. 6. Did not embrace the blog’s multi-media potential
  7. 7. No interactivity
  8. 8. No promotion of the blog, online or offline
  9. 9. Not enoughfreshcontent
  10. 10. No coherent voice</li></ul>”at the outsetwe never reallyestablishedwhy or what<br />wewanted it to be” <br />Dan Reimold ”10 ReasonsOur Student NewspaperBlogStinks”<br />
  11. 11. Blogstrategy<br />…explainswhyyouhaveblog…and how it deliversyourorganisation’sgoals…<br />
  12. 12. International Office Goals<br /><ul><li>Stärka marknadsföring och varumärke
  13. 13. Öka antal inresande utbytesstudenter, säkra antalet registrerade av antalet antagna internationella studenter
  14. 14. Öka antal utresande studenter och personal
  15. 15. Förbättra service för internationella studenter</li></ul>7<br />
  16. 16. Bloggoals<br /><ul><li>Giveincomingexchange students upto date information
  17. 17. Turnwarmprospectsinto hot prospects
  18. 18. Acquirenew visitorstowww.mah.se
  19. 19. Providea personal face for the international office
  20. 20. Reinforce the pictureof Malmö and Sweden as a goodstudydestination</li></ul>8<br />- Reading content, leaving a comment<br />- Leaving the blogto mah.se<br />- Attractvisitors from Google<br />- Sharingother digital content<br />
  21. 21. Blogstrategy<br />9<br />1.Once wehave a blog, we’ll be ableto<br />2. Peoplewill read ourblog, because it helps<br />themto……..<br />recruit new exchange students<br />make an application, seeus as the right choice <br />3. Afterreading, wewantblogvisitorsto…..<br />4. …………., ……………., and …………….. willletpeopleknowwehave a blog<br />5. Wewillcreate ……. posts per month, with …….. in charge ofeditorial and ……….. in charge ofanalytics<br />comment, visit mah.se<br />Facebook<br />offlinelinks<br />Mah.se<br />Anna<br />5<br />Knut<br />http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’<br />
  22. 22. 10<br />6. Sample posts, and theirheadlines, include…….<br />http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’<br />
  23. 23. 11<br />
  24. 24. 12<br />
  25. 25. Is yourcontentworking?<br />….in space, no onecanhearyouscream….<br />
  26. 26. 14<br />
  27. 27. Basic Checklist<br />- Referring sites<br />- Keywords<br />- Visits<br />Micro-conversions<br />- Clicking on a link<br />- Downloading a brochure<br />- Watching a film<br />- Leaving a comment<br />
  28. 28. Visits<br />16<br />
  29. 29. Referring sites<br />17<br />
  30. 30. Keywords<br />18<br />
  31. 31. Engagement<br /><ul><li>Comments and type</li></ul> - Aretheyconstructive?<br /> - Areyouansweringthem?<br /><ul><li>Shares
  32. 32. Subscribers</li></ul>19<br />
  33. 33. Killer content<br />….write for yourtargetgroup…butdon’tforgetaboutgoogle<br />
  34. 34. 21<br />
  35. 35. Killer content<br /><ul><li>Post Title – Letsthe readerknowtheyhavefoundsomethinguseful; extremelyimportant for Google
  36. 36. URL – Include the keywords
  37. 37. Meta-description – 2 sentencesexplainingwhatyouarewritingabout (called the ’Excerpt’ in Wordpress)
  38. 38. Blog Post Content – Includeyourkeywords and link
  39. 39. Length – appropriateto the task</li></ul>22<br />
  40. 40. Killer content<br /><ul><li>Categories – So your posts caneasily be found
  41. 41. Tags – Not the same as categories, usetoassociateyour post withcertainideas, topicsetc
  42. 42. Duplicating and refashioningcontentyou’vepublishedelsewhere is okay
  43. 43. Guestbloggers
  44. 44. PubliciseYouTube clips, flickrgroups and otherblogs</li></ul>23<br />
  45. 45. 24<br />
  46. 46. Afteryou post<br /><ul><li>Putup a link on Facebook
  47. 47. Tweetaboutit (severaltimes)
  48. 48. Include a link in any newsletters or emails
  49. 49. Include it as news on www.mah.se
  50. 50. Ask any partners tolinkto it</li></ul>25<br />
  51. 51. Students blogging<br />26<br />
  52. 52. 27<br />
  53. 53. Comments<br />28<br /><ul><li>Hard to get
  54. 54. Negative commentsare not such an issue
  55. 55. Positive and negative comments must be acted on </li></ul>Source: Flickr – Miss Miah<br />
  56. 56. 29<br />
  57. 57. 30<br />
  58. 58. 31<br />
  59. 59. 32<br /><ul><li>Don’t go on the offensive or defensive
  60. 60. Be authentic
  61. 61. Actquickly
  62. 62. Don’t be afraidtofail
  63. 63. Ask yourcommunity for help
  64. 64. Considerraising the discussion on otherplatformse.g. Facebook</li></li></ul><li>How long willthistake?<br /><ul><li>Rememberhow long it takestoproduce web content?
  65. 65. Figure on 2-3 hours for each post
  66. 66. Additionaltime for answeringcomments</li></ul> - Youhavea responsibility as a public authority<br />33<br />
  67. 67. Whatcanyoumeasure?<br /><ul><li>Visits to the blog</li></ul>- Visitorloyalty<br /><ul><li>Commentsmade on the blog (takestime!)
  68. 68. Effortyou’re putting in
  69. 69. Referralstowww.mah.se
  70. 70. Sharingofyourcontent
  71. 71. Links to the blog
  72. 72. Student feedback</li></ul>34<br />
  73. 73. Next steps<br />Have a 1 – 2 hour meeting withthese agenda points:<br /><ul><li>Define the purposeof the blog: go/no go</li></ul> - Is a blog the right tool in the firstplace? What problem will it helpsolve?<br /><ul><li>Whowill be part of the editorial team? Office staff and students?
  74. 74. Whenwill posts be published?</li></ul> - Synchronisewithadmissionstimeline?<br /> - Create a calendar<br /><ul><li>Howwill the blog be publicised?
  75. 75. Whowill be in charge of it and wherewill it be reported?</li></ul> - Whatwillsuccess look like?<br /> - Kill or continuereview<br />35<br />
  76. 76. E-Delagationen<br /><ul><li>Needtosaywhoyouare
  77. 77. Policy document</li></ul>36<br />www.edelegationen.se<br />

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