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
What will you learn about today?
✤ Create/Expand
✤ Integrate
✤ Manage
How to...
an online student ambassador program.4
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
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
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
10/10 - 03/11Average time on page = 20 minutes 28 seconds
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www.smcblogs.com
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
http://about.formspring.me/PR/Formspring-Facts.pdf 33
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
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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