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BlogWell New York Social Media Case Study: Scholastic, presented by Ivy Li and Tyler Reed


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Scholastic's Social Media Producer, Corporate Communications, Ivy Li, & Manager, Corporate Communications, Tyler Reed, share how Scholastic connected bloggers and the online community to create a successful corporate blog and influential online voice.

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BlogWell New York Social Media Case Study: Scholastic, presented by Ivy Li and Tyler Reed

  1. 2. The ABCs of Corporate Blogging On Our Minds @Scholastic Presented by Ivy Li | @ivyli Tyler Reed | @tylerbreed BlogWell – March 29, 2011
  2. 3. Why we blog? <ul><li>Join the community in an authentic way </li></ul><ul><li>Demonstrate our expertise </li></ul><ul><li>Tell our story </li></ul><ul><li>Show how we live our mission </li></ul>
  3. 4. 2007: OOM started as a newsletter. 2007 2008 2009 2010 2011 January 2008: Pitch to boss. Begin blogging in Microsoft Word. April 16, 2008: First external comment. March 2009: Focus shifts from education to a broader audience. “ I’d love to see libraries offer Wikipedia courses. It’d be great to have library visitors contributing in addition to consuming.” -Eric M. The History of OOM March 7, 2008: OOM goes live with “Nerd Alert!”
  4. 5. The History of OOM 2007 2008 2009 2010 2011 September 2009: Launch of Scholastic Twitter & Facebook Pages and Hunger Games series takes off. February 2010: Breaking our own news: Mockingjay cover reveal February 14, 2011: Re-designed OOM launch and new bloggers join!
  5. 6. The Do’s and Don’ts of OOM <ul><li>Write in your own voice (Engage. Don’t sell.) </li></ul><ul><li>Ask for a read if you’re not sure </li></ul><ul><li>Blog regularly and for all of your audiences </li></ul><ul><li>Link out – be an active participant in the community </li></ul><ul><li>Ask a question at the end of posts </li></ul>
  6. 7. The Dos and Don’ts of OOM <ul><li>Don’t forget about multimedia. </li></ul><ul><li>Don’t do it all yourself </li></ul><ul><li>Don’t link to a press release </li></ul><ul><li>Don’t ignore the comments section </li></ul><ul><li>Don’t be discouraged if some posts aren’t as popular. </li></ul>
  7. 8. The Minds Ivy (Social Media Producer): trends, videos, illustrators, and events & what’s going on at Scholastic Tyler (Education Manager): education, technology, Book Clubs and literacy issues Amanda (Manager): literacy initiatives, awards, books, and pop culture Jessica (Scholastic Librarian): libraries, literacy, trends, books, e-books Morgan (Dir. Social Media & Internal Comms.): Books, authors, education, social media, and Baby-sitter’s Club! Dante (Internal Comms & Kids Press Producer): kids news, pop culture, video, and film issues Yanique (Jr. Publicist): books, Scholastic Store in SoHo, and Art & Writing Awards Michael (Scholastic Store Manager): literacy, holidays, Scholastic Store events, and books Kristen (Jr. Publicist): parenting, summer reading, Book Clubs, and kids news
  8. 9. The Diversity of OOM <ul><li>The challenge of balancing content: </li></ul><ul><li>- It shouldn’t always be about us </li></ul><ul><li>- Writing for our communities </li></ul><ul><li>Regular features: </li></ul><ul><ul><li>5 Questions </li></ul></ul><ul><ul><li>My Bookprint </li></ul></ul><ul><ul><li>#MyTeacher </li></ul></ul><ul><ul><li>Giveaways </li></ul></ul><ul><ul><li>In Our Feeds </li></ul></ul><ul><li>Crisis Communications </li></ul>
  9. 10. What we know that works <ul><li>Content our readers go crazy for! </li></ul><ul><li>News we can break </li></ul><ul><li>Re-purposing assets </li></ul><ul><li>Giveaways </li></ul><ul><li>Trends and lists: including Top 10 or “Best of” lists </li></ul><ul><li>Timely posts (seasonal moments, holidays, special occasions) </li></ul><ul><li>Inside Scholastic or behind-the-scenes opportunities </li></ul><ul><li>Get to know our bloggers </li></ul><ul><li>Get to know our readers </li></ul><ul><li>Crowdsourcing moments from other social networks </li></ul>
  10. 11. <ul><li>Case Study: </li></ul><ul><li>Mockingjay Cover Release </li></ul><ul><li>Announcement of the cover and title </li></ul><ul><li>for book 3 in The Hunger Games series </li></ul>
  11. 12. Mockingjay Blog Post Stats: In the first 24 hours of the announcement, the blog post had more than… The most visits and pageviews any single post on OOM @ Scholastic. A significant amount of traffic came from first-time visitors. = 48 linkbacks within the first 24 hours = 172 new followers on Twitter = 661 Tweets of the OOM blog post We created a unique and shortened URL for the blog post for fans to share on Twitter, Facebook, blogs and for us to tweet: . This single URL had more than 3,606 clicks within the first day. 230,000+ Facebook Impressions
  12. 13. Case study: Mockingjay Cover Release Just a sample of major media blogs and book blogs that linked to our blog post:
  13. 14. Highlights of OOM in influential media: Case study: Mockingjay Cover Release
  14. 15. More highlights of OOM in influential media: Case study: Mockingjay Cover Release
  15. 16. Learning about our readers <ul><li>What did we want to know? </li></ul><ul><ul><li>Who are they? (teachers/parents/book bloggers?) </li></ul></ul><ul><ul><li>What industry do they work in? </li></ul></ul><ul><ul><li>How often do they read OOM? </li></ul></ul><ul><ul><li>What do they like/dislike about the blog? </li></ul></ul><ul><ul><li>What topic(s) should we focus on more? </li></ul></ul><ul><ul><li>What can we do better? </li></ul></ul><ul><ul><li>What other blogs do they like to read? </li></ul></ul>
  16. 17. Learning about our readers <ul><li>Answers from the survey: </li></ul>Guess what? We listened and took action! We now have a Librarian Blogger on the team! Jessica “ I really enjoyed the intern post, if we could see more of that that'd be awesome. Also, I'd like to see focuses on more young adult genre books.” “ I know you focus heavily on teachers but I'd love to see a bit more emphasis on librarians. We aren't the same as teachers for sure.”
  17. 18. The road to new OOM Paper sketch Technical Considerations Blogger to New bloggers Communication to readers The launch!
  18. 20. Connecting the social dots <ul><li>OOM feeds Twitter and Facebook – both social networks circulate content and readers back to the blog. </li></ul><ul><li>OOM provides content </li></ul><ul><li>Social media helps generate content (feedback) </li></ul><ul><li>Social media also helps boost traffic and readership </li></ul><ul><li>Overall, our readership grew (+40.38% - not including subscribers) once we established a full presence on Twitter and Facebook. </li></ul>
  19. 21. ROI <ul><li>Relationships with bloggers (book bloggers, BlogHer, edublogosphere) </li></ul><ul><li>Linkbacks </li></ul><ul><li>Mainstream media citing OOM </li></ul><ul><li>Unique visitors </li></ul><ul><li>Subscribers </li></ul><ul><li>Our own “news” vehicle </li></ul>
  20. 22. To succeed, we need… <ul><li>Passion </li></ul><ul><li>Trust </li></ul><ul><li>Courage </li></ul><ul><li>Patience </li></ul><ul><li>To be customer-centric </li></ul><ul><li>To listen </li></ul><ul><li>To stay organized </li></ul><ul><li>To have fun! </li></ul>
  21. 23. Questions? <ul><li>Get in touch with us! </li></ul> Ivy Li @ivyli [email_address] Tyler Reed @tylerbreed [email_address]