ignite the conversation: using blogs as a marketing tool
DESCRIPTION
How to put blogs into a marketing framework. Geared towards higher education.TRANSCRIPT
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IGNITE THE CONVERSATION�Using Blogs as a Marketing Tool
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WHAT IS A BLOG?
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At it’s core, a blog is nothing more than a
content management system.
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http://blogsessive.com/blogging-tools/10-beautiful-wordpress-websites/
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Blogs are nothing to be afraid of!
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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Without fresh content, a blog �ceases to be relevant
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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Without comments, why not just have a
static webpage?
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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http://www.proctoracademy.org/chucks_corner/
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WHAT MAKES A BLOG?
• A specific topic
• Frequent updates
• Comments
• Conversational tone
• Strong personality
• RSS – the ability to subscribe
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BLOGS & MARKETING STRATEGY
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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?
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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?
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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?
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Credit: http://www.flickr.com/photos/teachandlearn
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PLANNING
- Select a blog as your medium - Coordination with other staff
- Time commitment
- Hiring/training bloggers
- Editorial calendar
- Media production
- Marketing plan
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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?
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EXECUTE
Schedule in advance
Stockpile Posts
Baby Sit Bloggers
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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?
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EXAMPLE
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DoSomethingDifferent
http://norwich.typepad.com/fall2007
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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
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— 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
PLAN TACTICS
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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.
EXECUTE COMMUNICATION
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20,000 hits over three months, against a target audience of 650.
Anecdotal evidence from counseling staff
ASSESS RESULTS
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SUCCESS!
Updated Daily
Information the audience wanted
It featured “people like them”
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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!
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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
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Karlyn Morissette www.dojo-web.com
DoJo Web Strategy www.karlynmorissette.com [email protected] www.twitter.com/karlynm