Student stories and content strategy: ‘Alyssa Explains It All’to prospective studentsTim Nekritz, Assoc Dir of Public Affairs/Director of Web Communication

Alyssa Levenberg, junior communication major/web star

SUNY Oswego

Uncomfortable truth #1

If all your goals are

marketing goals,

you’re doing it wrong.

Shameless cute child photo insertion

Awesome truth #1

We’re in the business of improving lives!

Goals before tools

•Address institutional/strategic communication goals

•Help users find info they want

•Help our students find their passion and purpose

“I WANT A FACEBOOK!”is not a goal

“I WANT MORE FOLLOWERS THAN OUR RIVAL SCHOOL!”

is not a goal

“I WANT TO MAKE A VIRAL VIDEO!”

is not a goal

Institutional/strategic goals

•Recruitment

•Transition

•Retention

•Involvement

•Well-being

•Student success

Uncomfortable truth #2

You can’t control everything, especially the Internet

Awesome truth #2

You and your students can create just about anything amazing on the Internet!

But how?

We don’t “manage” students.

We empower them.

We ask them to tell stories.

Think like a coach

What skills do you want?

Actively recruit

Put them in position to succeed

Think in terms of depth

Let them play

Our rule

We don’t approve blog posts.

We approve bloggers!

Uncomfortable truth #3

Audiences generally don’t care about our mission statement or org chart.

Awesome truth #3

Incoming students love to hear from current students!

Win/win feedback

We coordinate, monitor and solicit feedback from incoming students (FB2018).

That info informs videos, blog posts, web content decisions.

Blogging evolution

Alyssa Explains It All

Your questions, Part I

Being yourself

Class of 2018: School colors

Video blogging: Please do

• Pick a topic that is relatable.

• -Partying and drink responsibly.

• Add your own experiences and stories.

• Look good! Dress nice, have space and good lighting.

• Be yourself!

Video blogging: Please don’t

• Talk too much about one thing.

• Be over dramatic.

• Have distractions: noises, people, dim lighting.

• Never say anything negative.

Take heart: We’re all learning

“We’re so keenly aware of every little mistake that we’re not at all aware of the overall progress we’re making.”

-- Chris Thile of Punch Brothers

“How to Grow a Band”

Questions?

Thanks for listening!

• Email: tim.nekritz@oswego.edu

• Twitter: @timnekritz

• Facebook: www.facebook.com/tim.nekritz

• Alyssa Levenberg: @LyssLyss15

• http://www.youtube.com/imdaddyslittlegirl14