Using Blogs as an Effective Communication Tool

1. Using Blogs as an EffectiveCommunication Tool • - CASE 5 Conference - • Michael.Stoner@mStoner.com • NPrater@BSU.edu

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

3. 1. Blogs and blogging.

4. 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

18. 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

19. 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/

21. Our Blogs are Different • Blogs, not journals • Unedited entries • Multimedia…text, photos, audio (podcasts) and video

22. 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

23. Project Motivators (Why) • It’s already happening – MySpace, Facebook, YouTube, rate-a-professor Web sites, word-of-mouth, etc . . .

24. Example: YouTube • 65 videos found in a search for “Ball State University”

25. Example: Facebook • Found: Over 500 group matches for Ball State

26. Example: Facebook • “I hate BSU Parking Services” group is among the offerings • 4466 members

27. Example: Facebook • “I heart (love) BSU Parking Services” group is also there • 3 members

28. 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.

29. 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

30. 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)

31. 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

32. 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

34. Results: Methods • Site traffic • Evaluate content • Qualitative • Quantitative

35. 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

36. 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.”

37. 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?.”

38. 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.”

39. Results: Evaluating Content • Of course it’s not always perfect • “I really don’t like parking services.”

40. 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.”

41. 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.

42. 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

43. 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

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

45. Research Results • Respondents who reported visiting blog site: • 15% of students (N=1225) • 78% of parents (N=139)

46. Research Results • Frequency of visits

47. Research Results • Did the frequency of your visits change after you (your son/daughter) were admitted?

48. Research Results • “The bloggers seemed to be real.”

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

50. Research Results • “Gave me a good idea of what the campus atmosphere is like”