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Blogging platforms as well as micro-blogging platforms such as Twitter are extremely valuable channels for institutions and education abroad advisors to promote to, as well as engage, all of their constituent types. This presentation overviews both platforms and their distribution channels within an institution’s online presence, outlines content ownership and strategy models for each platform, and shares best practices and challenges that peers have experienced.
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Blogs & Twitter:Capturing Real-Time Experiences
for Engagement & Promotion
Gene BeginDigital Marketing DirectorBabson College
Vanessa TheoharisMarketing CoordinatorUndergraduate School, Babson College
Audiences
CurrentStudents
Parents
Alumni
Recruiters
Prospective Audiences
Prospective Students
Current Undergrads
Current Grads
Faculty & Staff
International Students
Business Community (Recruiters, Exec Ed, Entrepreneurs, etc.)
Alumni
Parents & Families
Research Community
BLOGS
Blogging Platforms
WordPress
Blogger
Hubspot
Tumblr
Content Contributor Models
• Staff Coordinated• Off-shore courses, volunteer programs abroad, etc.
•Student Owned• Individual content produced without college support
• Student College-Branded• Online ambassadors; centered around the person
•Program-Specific Student Bloggers• Abroad program, admission, 1st year programs, internships, etc.
Consuming the Content
Customer Service
PromotionBrand Monitoring
Advising &
Teaching Tool
Distribution Channels
WebsiteShare ThisFacebook
TwitterLinkedIn
Blog ReadersIntegration with Print
Best Practices
• Interactive; keep user engaged• Editorial process• Include links• Tagging, categories• Titling
• Try adding title last• Bad: Habitat – Day 3 or Blog Post #88• Good: Applying Babson’s Entrepreneurial Education to the Orphanage
Top 10 Places to Study Abroad
Content Contributor Models
• Staff coordination • Off-shore courses, volunteer programs abroad (i.e. @BabsonBRIC)
• Student College-Branded• Online ambassadors
• Student Owned• Individual content produced without college support
• General Accounts • International Program Office• Per Program
Consuming the Content
Customer Service
Customer Service
PromotionBrand Monitoring
Advising &
Teaching Tool
Pre During Post
• Pre: general OIP account, promotion of events and programs
• During: student-created content, capturing real-time experiences
• Post: general OIP account, follow-up promotion, re-entry
Tweeting the Study Abroad Experience
Distribution Channels
• How to reach Twitterers• Directories (CampusTweet, Wefollow.com, etc.)• Twitter lists• Hashtag searches (#studyabroad, #highered, #basaa, etc.)• Brand monitoring• Engage in conversation
• How to reach NON-Twitterers• Website – account and hashtag streams• Facebook• Physical Presence – TVs or computers streaming tweets
• At events (Education Aboard Fairs, Orientation, etc.)• In main office (at check-in)
Best Practices
• Editorial process• Links to share content (your own and others)• Ample space for RT-ing• Interacting with Twitter community• Ask questions and answer questions• Continuous brand monitoring• Lists and searches
Twitter Applications & Platforms
• Twitter.com• Tweetdeck• CoTweet• HootSuite• EasyTweets• Tweetie
• Seesmic• Digsby• Echofon• Mobile
(apps for iPhone, Android, Blackberry)• UberTwitter• Twitterberry, etc.
Blogs
Web siteTwitter
• Link to web site• Promote via Twitter and/or Facebook
• Connect students to alumni and employers• Monitor jobs & career interest groups• Promote Events• Link to web site
• Promote all social media platforms
• Promote programs, web site and blogs• Listen, Interact & Engage
• Promote programs, web site and blogs• Groups for niche student interaction
Managing an Online Presence
Key Takeaways
• To Each Their Own… Content Contributor Model• Conversation = Promotion• Leverage Student-Created Content• Pre > During > Post• Editorial Process• Extend the Content
Questions?
Don’t hesitate to contact us with any questions.
Gene Begin Vanessa [email protected] [email protected] @gbegin @vanessaTsmileswww.linkedin.com/in/genebegin www.linkedin.com/in/vanessatheoharis