IGNITE THE CONVERSATION
   Using Blogs as a Marketing Tool
WHAT IS A BLOG?
At it’s core, a blog is nothing more than a
       content management system.
http://blogsessive.com/blogging-tools/10-beautiful-wordpress-websites/
Blogs are nothing to be afraid of!
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
Without fresh content, a blog 
   ceases to be relevant
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
Without comments,
why not just have a
 static webpage?
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
http://www.proctoracademy.org/chucks_corner/
WHAT MAKES A BLOG? 
•  A specific topic
•  Frequent updates
•  Comments
•  Conversational tone
•  Strong personality
•  RSS...
BLOGS  MARKETING STRATEGY
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look? 

2.  PLAN TACTICS: Wh...
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher
    level goals? What does success look? 

2.  PLAN TACTICS: Wh...
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look? 

2.  PLAN TACTICS: Wh...
Credit: http://www.flickr.com/photos/teachandlearn
PLANNING
-  Select a blog as your medium
-  Coordination with other staff
-  Time commitment 
-  Hiring/training bloggers
...
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look? 

2.  PLAN TACTICS: Wh...
EXECUTE

Schedule in advance

Stockpile Posts

Baby Sit Bloggers
MARKETING FRAMEWORK
1.  SET STRATEGY: What are your higher level goals?
    What does success look? 

2.  PLAN TACTICS: Wh...
EXAMPLE
Do
Something
Different






http://norwich.typepad.com/fall2007
SET STRATEGY 
Keep enrolling students engaged throughout
the summer, with the goal of reducing summer
sugar-off.

Convey i...
PLAN TACTICS
 —  Blog format selected/set up
 —  Coordination with admissions
    counselors for questions,
    videos and...
EXECUTE COMMUNICATION
Online June 2007 - August 2007. 

The publication was updated 
every day, as planned. 

Marketing in...
ASSESS RESULTS
20,000 hits over three months, against a
target audience of 650.

Anecdotal evidence from counseling staff
SUCCESS!

Updated Daily

Information the audience
wanted

It featured “people like
them”
KEY TAKEAWAYS
-  Blogs are a way of managing and publishing
   content. They don’t have to be student journals,
   but the...
YOUR HOMEWORK
-  Read Groundswell
-  Start a personal blog
-  Listen to what people
   are saying on blogs
   about your i...
Karlyn Morissette          www.dojo-web.com
DoJo Web Strategy     www.karlynmorissette.com
karlyn@dojo-web.com   www.twitt...
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
Ignite the Conversation: Using Blogs as a Marketing Tool
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Ignite the Conversation: Using Blogs as a Marketing Tool

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How to put blogs into a marketing framework. Geared towards higher education.

Published in: Business, Technology

Ignite the Conversation: Using Blogs as a Marketing Tool

  1. 1. IGNITE THE CONVERSATION Using Blogs as a Marketing Tool
  2. 2. WHAT IS A BLOG?
  3. 3. At it’s core, a blog is nothing more than a content management system.
  4. 4. http://blogsessive.com/blogging-tools/10-beautiful-wordpress-websites/
  5. 5. Blogs are nothing to be afraid of!
  6. 6. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  7. 7. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  8. 8. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  9. 9. Without fresh content, a blog ceases to be relevant
  10. 10. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  11. 11. Without comments, why not just have a static webpage?
  12. 12. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  13. 13. http://www.proctoracademy.org/chucks_corner/
  14. 14. WHAT MAKES A BLOG? •  A specific topic •  Frequent updates •  Comments •  Conversational tone •  Strong personality •  RSS – the ability to subscribe
  15. 15. BLOGS MARKETING STRATEGY
  16. 16. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience with planned tactics. 4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  17. 17. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience with planned tactics. 4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  18. 18. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience with planned tactics. 4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  19. 19. Credit: http://www.flickr.com/photos/teachandlearn
  20. 20. PLANNING -  Select a blog as your medium -  Coordination with other staff -  Time commitment -  Hiring/training bloggers -  Editorial calendar -  Media production -  Marketing plan
  21. 21. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience with planned tactics. 4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  22. 22. EXECUTE Schedule in advance Stockpile Posts Baby Sit Bloggers
  23. 23. MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience with planned tactics. 4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
  24. 24. EXAMPLE
  25. 25. Do
Something
Different
 
http://norwich.typepad.com/fall2007
  26. 26. SET STRATEGY Keep enrolling students engaged throughout the summer, with the goal of reducing summer sugar-off. Convey important information to deposited students and their families
  27. 27. PLAN TACTICS —  Blog format selected/set up —  Coordination with admissions counselors for questions, videos and new student profiles —  Coordination for updating, copy editing and video editing. —  Marketing plan created —  Measurement Plan created
  28. 28. EXECUTE COMMUNICATION Online June 2007 - August 2007. The publication was updated every day, as planned. Marketing included placement on the institutional home page, the admissions main page, and in email communications.
  29. 29. ASSESS RESULTS 20,000 hits over three months, against a target audience of 650. Anecdotal evidence from counseling staff
  30. 30. SUCCESS! Updated Daily Information the audience wanted It featured “people like them”
  31. 31. KEY TAKEAWAYS -  Blogs are a way of managing and publishing content. They don’t have to be student journals, but they do have expectations. -  Blogs are ubiquitous – they aren’t cutting edge. -  The biggest expense associated with a blog is the time commitment – make sure you have a plan going in!
  32. 32. YOUR HOMEWORK -  Read Groundswell -  Start a personal blog -  Listen to what people are saying on blogs about your institution -  Make a list of five ways you could implement blogs on your institutional website
  33. 33. Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com karlyn@dojo-web.com www.twitter.com/karlynm

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