beyond blogging: create an integrated online student ambassador program
DESCRIPTION
What is your institution’s strategy for connecting with prospective students online? Does it involve your student ambassadors? (Hint: It should!) Take your Bloggers beyond blogging!In this presentation, given at the eduGuru Online Summit in March 2011, you learn how to expand, integrate and manage your institution’s student bloggers' presence across multiple social networking platforms, including twitter, formspring, facebook, ning, youtube, and more!TRANSCRIPT
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March 22, 2011 .eduGuru Online Summit
Beyond Blogging:
Create an Integrated Online Student Ambassador Program
Mallory WoodSaint Michael’s College
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Hi there, my name is Mallory
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And these are my bloggers
Well... some of them.3
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What will you learn about today?
✤ Create/Expand
✤ Integrate
✤ Manage
How to...
an online student ambassador program.4
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What is an online ambassador?
✤ More than just a blogger
✤ Passionate about connecting with future students on behalf of SMC
✤ Involved and connected on campus
✤ Excited about new technology, social media, etc
✤ Leader and forward-thinking “in real life”
Integrate branded program across multiple platforms5
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But first, a history lesson
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Age of Discovery 2001-2006
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✤ 2 - 4 Student Bloggers
✤ Paid per semester
✤ Contract
✤ Posts required bi-weekly
✤ Used typepad.com with a standard SMC Blogger template
✤ Used professional photos for website
✤ Mix of recruiting students and applications
Age of Discovery 2001-2006
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Age of Enlightenment 2006-2009
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✤ 6 - 12 Student Bloggers, 1 Faculty
✤ Paid per post
✤ No contract
✤ Posts encouraged weekly
✤ Used blogger.com, threw out standard template
✤ Creation of Blogger badge
✤ Live Q&A online chats
✤ Used professional photo for website
Age of Enlightenment 2006-2009
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Age of Growth 2009-Present
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Age of Growth 2009-Present
✤ 43 Blogs
✤ Paid per “post”
✤ Reinstated contract
✤ Required: blog, Twitter, Formspring, live chats, FaceBook, Ning
✤ Encouraged: Flickr, YouTube, VYou, Location-based services
✤ Use blogger.com and blogger badge
✤ Let students choose a photo to use for website12
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Age of Growth 2009-Present
Students:Paid blogs = 12
Volunteer blogs = 16 - Abroad = 8 - Alumni = 3
Vlog = 1
Tweeters = 21
Formspring = 17
VYou = 6
Faculty/Staff:Department blogs = 6
Faculty blogs = 4
Staff = 2
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Step 1
Create an ambassador programor
Expand existing blogger program
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Goals before tools
✤ Pay attention to admission seasons
✤ Use analytics tools
✤ Remember your audience
✤ Keep institutional marketing messages in mind
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Content, content, content
✤ Relevant
✤ Authentic
✤ Engaging
✤ Original
✤ Entertaining
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Content, content, content
"Authenticity, good writing, relevant content, stories that are in alignment with SMC's brand identity"@JohnTLawlor
"be authentic... don't put on a professional personality. just be yourselves"@KarlynM
"Speak in your own voice about your own experiences & be careful what you share about your friends, esp if you name them."@mStonerblog
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Content, content, content
"Remember you're having a convo with real people, and there are hopes, dreams, fears, frustrations on the other side. Be human."@Robin2Go
"Build long standing relationships with the prospects. "@NickDenardis
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Take advantage of what you’ve got
✤ Tour guides
✤ Student gov’t leaders
✤ Honors students
✤ Athletes
✤ Club/organization leaders
✤ Transfer/International students
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Step 2
Determine which tools to useand
Integrate students online
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10/10 - 03/11Unique Visits - 8407 Filtered Visits - 7978
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www.smcblogs.com
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10/10 - 03/11Average time on page = 20 minutes 28 seconds
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www.smcblogs.com
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Blogs
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Blogs
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0
1,000
2,000
3,000
4,000
Oct. Nov. Dec. Jan. Feb.
Unique Visits Filtered Visits
Visits to Student Blogs
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Traffic Sources
Website = 46.5%
Feed = 15.3%
Direct = 13.5%
Other = 40%incl. twitter, Facebook, blog to blog, search engines
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Blogs
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✤ Micro-blog
✤ Quick daily update
✤ Topics differ from blog posts
✤ Builds community among ambassadors
✤ Educational
What role does it play?
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Approach to success:
✤ Feed tweets in blogs
✤ Twitter speech bubbles average 50 clicks/month
Facts:✤ 87% of americans are aware
of twitter
✤ 7% of americans use twitter
✤ 18% of twitter users are under 17
✤ 97% of twitter users have less than 100 followers
http://www.edisonresearch.com/twitter_usage_2010.phphttp://www.website-monitoring.com
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Is it worth it?
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Is it worth it?
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Ask me anything!
✤ 57% of Formspring users are 13-24
✤ Over 575 questions answered (by students)
✤ Ability to be anonymous
✤ Connect with favorite ambassador
✤ Answers are genuine and authentic
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Ask me anything!
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✤ Participate
✤ Start conversations
✤ Be a resource
✤ Moderate
Class of 2015 communities
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Step 3
Manage your program
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Manage
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Selecting ambassadors
✤ Attend information session (30 min.)
✤ 1 month application process - create a blog, post 1x/wk minimum - first post = “About me” - create a twitter account - first tweet = “Why I want to be an ambassador”
✤ Selection of Paid ambassadors
✤ Attend fall training, sign contract
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Contract
✤ Responsibilities
✤ Benefits
✤ Protection
3 reasons you should use a contract:
Blog 1x/wkTweet 1x/dayPhotos/Video bi-weeklyQ&A
Contract
PaidLeadership trainingRecommendation letterNetworking opportunitiesResume building
Set standardsAuthentic vs. Inappropriate
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Trust + Education = Success
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ROI
Projected yearly cost of program = $4185.14
Monthly average cost per ambassador = $40
Yearly average cost per ambassador = $318
25% of applicants connect
66% of enrolled students connect
Anecdotes are priceless
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March 22, 2011 .eduGuru Online Summit
Thank you!
Mallory Wood
@MalloryWood
marketingwithmallory.com
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