case 5 using blogs as an effective communication tool - case 5 conference -...

CASE 5

Using Blogs as an EffectiveCommunication Tool

- CASE 5 Conference -

Michael.Stoner@mStoner.comNPrater@BSU.edu

CASE 5

Technology envy?2-yr public

4-yr public

4-year private

Overall

Personal portal for applicants 17.8 38.2 17.7 22.5

Virtual tour 28.9 50.9 47.7 44.6

Blogging space 4.4 20 22.3 18.2

Podcasting 4.4 7.3 4.6 5.2

RSS/XML 0 7.3 4.6 4.3

Flash 6.7 27.3 21.5 19.9

SOURCE: “E-Recruiting Practices Report,” NoelLevitz, March 2006. 231 IHEs responding. Available at: www.noel-levitz.com

CASE 5

1. Blogs and blogging.

CASE 5

Blogging defined•A blog is a website where entries are made in journal style and displayed in a reverse chronological order.

•Blogs often provide commentary or news on a particular subject, such as food, politics, or local news; some function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. Most blogs are primarily textual although some focus on photographs (photoblog), videos (vlog), or audio (podcasting), and are part of a wider network of social media.

•The term "blog" is a contraction of "Web log." "Blog" can also be used as a verb: to maintain or add content to a blog.SOURCE: Wikipedia

CASE 5

Before you start blogging

Be clear about purpose and commitment

Find a good writer or writers

Blogging for students

• Can you stand losing control of the message?

• Be prepared for recruitment and training issues

• Be prepared for blowback

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Authenticity & transparency•Writing about blogging at Cornell, Sam Jackson said:

•“Christian picked out one line from the Op-Ed which I am going to repeat, since I agree that it tells the whole story: “… in trying to maintain a positive face for the student body, they’ve chosen a group that does not truly represent the breadth of that body.” … This seeming failure to launch brings us back to what I keep saying and trying to stress to some of my institutional readers–authenticity is more important for good PR than anything else.”

SOURCE: http://www.samjackson.org/college/2006/08/30/cornell-student-blogs-crashing-and-burning/

Our Blogs are Different

• Blogs, not journals• Unedited entries • Multimedia…text, photos, audio

(podcasts) and video

Project Motivators (Why)

• More personal, interactive recruitment communication

• Provide “unvarnished” (but positive) view• Reflect university’s technology prowess • Set Ball State apart• Experiment with emerging media

Project Motivators (Why)

• It’s already happening – MySpace, Facebook, YouTube, rate-a-professor Web sites, word-of-mouth, etc . . .

Example: YouTube

65 videos found in a search for “Ball State University”

Example: Facebook

Found: Over 500 group matches for Ball State

Example: Facebook

“I hate BSU Parking Services” group is among the offerings

4466 members

Example: Facebook

“I heart (love) BSU Parking Services” group is also there

3 members

This Won’t Go Away

Social networking is here to stay– It’s too powerful

– It’s too entertaining

It is important for us to provide a way for positive views to be heard.

How We Did It: Choosing Students

• Recommendations from deans, chairs,key professors

• Interviews• Writing test (sample blog entries, list of

ideas)• Diversity – majors, geographic location,

year in school

How We Did It: Compensation

• Color iPods• MicroMemo (turns iPod into recorder)• Digital camera w/ Web-quality video

capability• Accessories (cases, firewire, extra

memory cards)

How We Did It: Training/Coaching

• Communication best practices • Legal issues• Creating/managing the blogs (Blogcasters

are in full control of comment sections)• How to podcast• Preparing photos and video• Coaching, coaching, coaching

How We Did It: Promotion

• Printed pieces: postcard and poster• E-mail• Newsletter for admitted students• College fairs• Web site (home page, Admissions,

prospective students page)• Featured entry

Results: Methods

• Site traffic• Evaluate content• Qualitative• Quantitative

Results: Traffic

• Averaged 3,000 visitors each day before Christmas

• After Christmas, that rose to more than 11,000 per day

• Could see who our most popular bloggers were

Results: Evaluating Content

Priceless quotes from blogcasters

• “Every one at Ball State has to take a fitness/wellness class… And it helps to have one of the women who wrote the text book as your wellness instructor. ”

Early: Evaluating Content

Priceless quotes from blogcasters

• “So this weekend was my first experience filming in high definition. Isn’t that amazing? A freshman getting to experience the awesomeness that is HD?.”

Results: Evaluating Content

Priceless quotes from blogcasters

• “I’ve always been impressed with how accessible my professors are, so I know that if I don’t get something I can get help.”

Results: Evaluating Content

Of course it’s not always perfect

• “I really don’t like parking services.”

Results: Evaluating Content

Of course it’s not always perfect

• The book “is ugly, at least in my mind, because I hate the way she (a Ball State art professor) designs — think Andy Warhol throwing up on a piece of paper.”

Results: Evaluating Content

Of course it’s not always perfect

• As to the other question though, what do college kids do for fun? Wacky shit.

Formal Research

• Intercept interviews during campus visits • Quantitative research during Orientation• General research objectives

– Influence of interaction with blogs on brand perception

– Positive/negative reaction to communication method vs. others

– Experience and suggestions

Research Results

Qualitative: Exit interviews during campus tours

• Learned that April was not a good time to do those (students were often late-deciding seniors and less engaged or sophomores whose parents were taking them on college tours)

• Some parents, but none of these prospects reported reading the blogs

Research Results

Quantitative: Random sample of parents and all freshmen for 4 weeks during summer orientation.

Research Results

Respondents who reported visiting blog site:• 15% of students (N=1225)

• 78% of parents (N=139)

Research Results

Frequency of visits

Students Parents

Once 33% 6%

2-3 times 42% 34%

4-6 times 18% 32%

Regularly (more than 6 times)

7% 28%

Research Results

Did the frequency of your visits change after you (your son/daughter) were admitted?

Students Parents

I visited more 40% 70%

I visited less 7% 3%

Did not change 53% 27%

Research Results

“The bloggers seemed to be real.”

Students Parents

Strongly agree 15% 35%

Agree 54% 65%

Undecided 29% --

Disagree 2% --

Strongly disagree

-- --

Research Results“The bloggers are like me (my son or daughter)”

Students Parents

Strongly agree 5% 5%

Agree 27% 55%

Undecided 59% 30%

Disagree 7% 10%

Strongly Disagree

2% --

Research Results“Gave me a good idea of what the campus

atmosphere is like”

Students Parents

Strongly agree 16% 9%

Agree 44% 77%

Undecided 38% 9%

Disagree 2% 5%

Strongly Disagree

-- --

Research ResultsHow students/parents found the blogs

Students Parents

Info received from Ball State

41% 50%

Found it on my own

47% 44%

Friend told me 8% 1%

Other 8% 8%

Research ResultsFavorite

bloggers:

Students ParentsJason (most edgy) Lauren

Justin (football player) Jackie (committed, good student, happy)

Lauren (committed, good student; honest, yet critical)

Jason

Saydah Krista

Craig Craig

Erica Gina

Megan Justin

Gina Reed

Jackie Megan

Krista Saydah

Sean Erica

Reed Sean

Research Results: Points to Ponder

• Audience: reaching more parents than students

• Students more neutral (Is that bad? Or does this indicate they are critical thinkers?)

• How might results shape next year’s decisions?

• Perfect springboard for qualitative research, get to the why behind answers

• Repeat qualitative in 3 years; focus on measuring shifts in brand perception

Something New

This year, another microsite let us use blogs in a new way.

– Cross promotes our current blogs

– Virtual Roundtable feature

Ball State’s Portfolio

www.bsu.edu/portfolio

Ball State’s Portfolio

Virtual Roundtable

CASE 5