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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Twitter

✤ Micro-blog

✤ Quick daily update

✤ Topics differ from blog posts

✤ Builds community among ambassadors

✤ Educational

What role does it play?

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Twitter

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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Twitter

Is it worth it?

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Twitter

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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