Download - Marketing Your Faculty: Help Them Help You #econfpsu16

Transcript

Keynote Presentation

June 14, 2016

Who am I?Fran ZablockimStoner Strategist

@Zablocki

• Brand Research and Development

• Marketing Campaign Creation

• User Experience Design

• Information Architecture

• Content Strategy

• Digital, Print, and Social Media

• Search Engine Optimization

• Analytics

What do we do?

Marketing Your Faculty

Help Them to

Help You4

An Inside View:

Faculty Bios,

Expert Centers,

Content Strategy

TopicsI. The Value of Faculty Expertise

II. Anatomy of a Faculty Profile

III. Faculty Expert Centers

IV. Integrating Expertise

For the Media

For Internal Communications Staff For Prospective Graduate Students

For Prospective Faculty For Faculty Themselves

The Value of Faculty Expertise

Faculty expertise is one of the most valuable assets that any

institution has.

Faculty are prolific content creators — it’s their job. They are:

• Publishing papers, books and journal articles • Writing blogs • Speaking at conferences • Recording class videos • Winning awards • Appearing on television, radio and panels.

The Problem• Information often isn’t being captured or shared where it

can add value. • Information quality typically ranges from poor to average. • Existing faculty directories aren’t always complete and can

be hard to use. • Sometimes there isn’t any faculty information at all.

Your faculty are some of the most knowledgeable and

accomplished individuals in their respective fields.

That knowledge and accomplishment are

valuable to a number of people and for a number of

reasons.

For the Media• University faculty are a primary source for interviews, articles and

quotes. • Journalists are busier than ever, and always in need of experts to speak

on current news topics. • The better your faculty content, the more likely your faculty will be

tapped for media spots and the more content you’ll have for your online news pools.

For Internal Communications Staff

• Every college and university is trying to tell better stories about outcomes.

• Faculty accomplishment is a primary content pool. • Good faculty expert content makes marketing staffs’ lives easier. • Your are stretched for time and looking for ways to cut down on the

amount of effort it takes to research and procure faculty information.

For Prospective Graduate Students• Faculty are critically important for graduate and professional school

enrollment. • Many graduate students identify the faculty member they want to

work with first, before any decision on school is made. • Prospective graduates look for shared research interests, current

publications, upcoming speaking engagements, and ways to contact or meet that faculty member.

For Prospective Faculty

Individuals looking for faculty positions want to know: • Who their colleagues will be. • What research they may collaborate on. • What opportunities they will have to improve their own

standing once hired.

For Faculty Themselves• Faculty need a space to show the world what they have

accomplished and record their interests and work. • Faculty want to be able to recruit graduate students and

colleagues.

Content Blueprint Minimum Viable Content Optional Content Case Study: Harvard GSE

Anatomy of a Faculty Profile

Faculty ContentBlueprintMinimum Viable vs.Optional

Tom & David Kelly,Creative Brothers at IDEO

Source: Will Scullin

Minimum Viable Content• Faculty Name: Clearly. • Title: This needs to include room for multiple titles, such as

distinguished named chairs. • Contact Information: depending on the faculty member’s comfort

level, this could include: email, phone, social media, office location and number.

Minimum Viable Content• Profile Picture: Putting a face to a name is critical to establish your

experts as real people and personalities. These should be head shots of smiling faces.

• Education: A listing of professional credentials is a must. This should include the institution, the degree granted, and the year.

• Areas of Expertise: Ideally these are keywords or tags that can be used for filtering and search.

Optional Content• Biography: Brief history of schooling and teaching. • Published Works: Books, articles, white papers, blogs. • Affiliations: Professional associations, boards of directors, and

volunteer activities. Logos, if available.

Optional Content• Event Appearances: Speaking engagements, seminars, and news

appearances. Past and future with links to more details. • Courses Taught: Nice to have, but won’t always be sustainable

depending on your level of maintenance frequency. • Languages Spoken: Great for international students and news

inquiries.

Case Study: Harvard Graduate School of Education

Definition

Case Study: ExpertFile Case Study: Loyola Marymount

Faculty Expert Centers

What’s an expert center?• Acts as a central hub for internal and external access to faculty

expertise. • May include a subset of the faculty directory - usually your faculty all-

stars. • Relocates information that is often decentralized across many different

sites and pages. • Syndicates faculty expert accomplishments to critical areas of the

website such as academic programs and admissions.

Goal: More Responsive• The real-time news cycle demands access to expert sources within a

very short window of opportunity. • The media is always hungry for expert sources of information to offer

insight and perspective on the topics of the day • An experts center can help public relations and marketing staff connect

their institution’s faculty members to journalists and media professionals quickly, when they are needed most.

Goal: More Proactive• Managing distributed content is difficult and time-consuming. • Providing a central location helps content managers and faculty update

quickly and easily.

Goal: More MeasurableAn experts center can have analytics hooked up to help you answer questions such as:

• What are the most important topics to the media? • What expertise do we have on campus to match those topics? • What faculty are most popular for specific topics? • Where are media requests coming from? • How effective is our expert content? What areas are most important to focus

on for improvement

You may have great faculty, and even great

faculty content — but are people actually finding it?

Goal: More Discoverable• A dedicated database such as ExpertFile’s may help position

your faculty all stars more highly in Google search results. • Built-in search indexing can help make sure that faculty

show up when keywords for their expertise area are used.

Case Study: Loyola Marymount University

Information Ecosystem Case Study: Columbia College Chicago

Governance Content Strategy

Integrating Expertise

Your ultimate goal should be an information ecosystem, with all the parts working

together in harmony.

Information Ecosystem• Faculty directory • Faculty experts center • Faculty profiles • Academic Program Pages • Home and Top Level Pages

Case Study: Columbia College Chicago

The desire to make things better is shared by faculty and campus communicators — but the process and platform often

stymie the best intentions.

What’s getting in the way?

Source: B4Bees

Lack of Resources

Not enough staff are dedicated to talking to faculty enough.

Lack of Trust

Academic and marketing areas may not have the best relationship.

Lack of Process

Are you reactive instead of proactive?

You need to have a plan to mine content from academic areas on a regular basis.

We frequently hear from communications staff that it’s

difficult to get information from faculty on what they

have been working on.

We also hear from faculty that they’d love to share

more, but don’t have time to put it together themselves.

OneSolution?The Beat ReporterModel

Source:startupstockphotos.com

A Few ‘Do Today’ Content Ideas…

Provide Context For Coursework and Curriculum

Consider asking faculty to provide a bit of context about what they are teaching, how they teach it, and why they are passionate about the subject.

Embed Faculty Social Media Feeds

If faculty members are particularly active on social media, consider pulling their feed onto the website, or hand-picking a key tweet or two to give visitors a sense of their personalities and what currently interests them.

Move Beyond the Standard Headshot Photo

Let’s be honest — nobody likes sitting for the requisite staff photo.

Consider using more candid photos of faculty in place of or in addition to the directory bust.

Get pictures of them with their favorite pets, playing their favorite instruments or sports, or at their favorite spots on campus.

What You’ll Get

Presentation Recording

Articles

The Value of Faculty Expertise A Content Blueprint for Faculty Profiles Four Faculty Content Ideas Why You Need an Expert Center

Interested in more? Let us know!

Q&A

m

Thank You!

Our Capabilities: • Brand Research and Development

• Marketing Campaign Creation

• User Experience Design

• Content Strategy

• Digital, Print, and Social Media

• Search Engine Optimization

• Analytics

773.305.0537 [email protected] @mStonerInc mstoner.com

Our latest work: uncsa.edu

Contact Us

Mallory [email protected] 802.457.9234

Francis Zablocki [email protected] 585.300.4559