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