blogging and brand ambassadorship in independent schools

The Blog

Saturday, January 12, 2013

What to expect.

Context and why blogging is the new normal.

A student & faculty blog & lessons learned.

A case for building a brand ambassadorship program.

Search and content marketing next steps.


Schools and the media landscape.

Clay Shirky

New York University- Associate Arts Professor at the Interactive Telecommunications Program - Distinguished Writer in Residence in the Journalism Department

Harvard University - Fellow at the Berkman Center for Internet and Society - Edward R. Murrow Visiting Lecturer at Joan Shorenstein Center on the Press, Politics, and Public Policy in 2010

Photo: Kris Krug, flickr.com/photos/poptech2006


http://itp.nyu.edu/itp/

http://itp.nyu.edu/itp/

http://journalism.nyu.edu/

http://journalism.nyu.edu/

http://cyber.law.harvard.edu/

http://cyber.law.harvard.edu/

http://www.hks.harvard.edu/presspol/




http://www.ted.com/talks/


http://www.facebook.com/BurtonSnowboards

http://www.facebook.com/BurtonSnowboards

Why is this important?



Itʼs PR.



Itʼs professional development.



Itʼs good modeling.


“This yearʼs entering college class of 2016 was born into cyberspace and they have therefore measured their output in the fundamental particles of life: bits, bytes, and bauds.”

From dated reference reminder to “internationally monitored catalog of the changing worldview of each new college generation” since 1998.www.themindsetlist.com


http://www.themindsetlist.com


“They have always enjoyed school and summer camp memories with a digital yearbook.”





“Having grown up with MP3s and iPods, they never listen to music on the car radio and really have no use for radio at all.”





“They prefer to watch television everywhere except on a television.”





“Robert De Niro is thought of as Greg Focker's long-suffering father-in-law, not as Vito Corleone or Jimmy Conway.”





By the numbers• Launched in 2007

• Posts seven days a week

• Over 100,000 views to date

• Avg. approx. 1,000 views a week.

Audience• Current families

• Gould faculty & students

• Alumni

• Prospective families

• The world

Our first student and faculty blog.

gouldacademy.org/glog


Content

(http://gouldacademy.org/glog/2011/whats-in-a-pack/)

“He told me that the pack belonged to a ski patroller who died in an accident on the mountain.

I was allowed to use it for the rest of my two years in the program....

I was immediately humbled.”

Abby


http://gouldacademy.org/glog/2011/whats-in-a-pack/

http://gouldacademy.org/glog/2011/whats-in-a-pack/

Engagement

• Nearly 2,000 views since 12/2/11

• 13 views in the last month

• 29 comments

• Sharing:

Abby

Comments

“Very glad Brad Cunningham has touched you through the ski patrol program. Your thoughtful and moving insights caught us by surprise.” - former head of school

“I, like many of the 2001 class, will be touched by this post as we have been touched by Brad and the memories of him.” - alum

“Thank you for sharing your story, Abby....I think Brad would be proud that you wore his backpack.”- trustee and past parent


- The best bloggers are those who want to blog.

- Donʼt choose bloggers based on interests alone.

- Give your bloggers tools.

- Let your bloggers find their voices.

- Get out of the way and let them write their stories.

- People like blogs and blogs drive web traffic.

What weʼve learned.


Brand Ambassadors


People like blogs & blogs drive web traffic

Data from Sept 1 - Dec 31, 2012

Top three entrance pages*

/Glog/ - 2,285/News-blogs/ - 1,580/nordicblog/ - 1,315

*after homepage

Top ten web pages viewed


- Blog 10th most viewed page (Sept 1 - Dec 31, 2012)

- Blog 4th entrance page (Sept 1 - Dec 31, 2012)

- Fasterskier.com refers quality traffic to blog

- Content appeals to multiple constituencies

- Strengthened brand & thought leadership

Brand Ambassadors

Comments

“Nick, Thank you! You are doing a great job with the team and I love the blog.” - parent

“Hi Nick, Looks like you are doing an awesome job with Gould Nordic! Not Surprised!” - industry peer


Getting in front of your audience.


Getting in front of your audience

Next steps for Gould Academy

- Technical web site audit

- Keyword research

- Content & blogging

- Analytics

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Thanks!

Tucker KimballDirector of Communications - Gould Academy

Contributing Blogger - edSocialMedia@tuckerkimball

Linkedin/tuckerkimball


Thanks!


blogging and brand ambassadorship in independent schools

Education

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