This is a 25 minute presentation I gave to Malmö University's international office on blogging. It was an in house presentation addressing a specific issue of whether they should blog, and what form it could take. Issues covered include blog strategy, international office blogs, content creation and a little bit on evaluation.

1. blogging Figuringoutwhetherit’s right for you, howtoproducecontent and evaluatesuccess

2. about.me/johnwedderburn @johnwedderburn Universityusability.wordpress.com John Wedderburn 2

3. 3 BlogExamples International Office Blogshttp://nuiginternational.wordpress.com/ http://cardiffinternational.blogspot.com/ http://blogs.acu.edu.au/international/ http://uclinternationalstudents.wordpress.com/ http://blogs.exeter.ac.uk/gointernational/ Student Blogshttp://studies.ku.dk/arriving_and_living_in_copenhagen/blogs/ http://tuftsblogs.com/international/ http://blogs.warwick.ac.uk/ http://blogs.sweden.se/students/

6. Did not embrace the blog’s multi-media potential

7. No interactivity

8. No promotion of the blog, online or offline

9. Not enoughfreshcontent

10. No coherent voice”at the outsetwe never reallyestablishedwhy or what wewanted it to be” Dan Reimold ”10 ReasonsOur Student NewspaperBlogStinks”

11. Blogstrategy …explainswhyyouhaveblog…and how it deliversyourorganisation’sgoals…

13. Öka antal inresande utbytesstudenter, säkra antalet registrerade av antalet antagna internationella studenter

14. Öka antal utresande studenter och personal

15. Förbättra service för internationella studenter7

17. Turnwarmprospectsinto hot prospects

18. Acquirenew visitorstowww.mah.se

19. Providea personal face for the international office

20. Reinforce the pictureof Malmö and Sweden as a goodstudydestination8 - Reading content, leaving a comment - Leaving the blogto mah.se - Attractvisitors from Google - Sharingother digital content

21. Blogstrategy 9 1.Once wehave a blog, we’ll be ableto 2. Peoplewill read ourblog, because it helps themto…….. recruit new exchange students make an application, seeus as the right choice 3. Afterreading, wewantblogvisitorsto….. 4. …………., ……………., and …………….. willletpeopleknowwehave a blog 5. Wewillcreate ……. posts per month, with …….. in charge ofeditorial and ……….. in charge ofanalytics comment, visit mah.se Facebook offlinelinks Mah.se Anna 5 Knut http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’

22. 10 6. Sample posts, and theirheadlines, include……. http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’

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25. Is yourcontentworking? ….in space, no onecanhearyouscream….

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27. Basic Checklist - Referring sites - Keywords - Visits Micro-conversions - Clicking on a link - Downloading a brochure - Watching a film - Leaving a comment

28. Visits 16

29. Referring sites 17

30. Keywords 18

32. Subscribers19

33. Killer content ….write for yourtargetgroup…butdon’tforgetaboutgoogle

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36. URL – Include the keywords

37. Meta-description – 2 sentencesexplainingwhatyouarewritingabout (called the ’Excerpt’ in Wordpress)

38. Blog Post Content – Includeyourkeywords and link

39. Length – appropriateto the task22

41. Tags – Not the same as categories, usetoassociateyour post withcertainideas, topicsetc

42. Duplicating and refashioningcontentyou’vepublishedelsewhere is okay

43. Guestbloggers

44. PubliciseYouTube clips, flickrgroups and otherblogs23

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47. Tweetaboutit (severaltimes)

48. Include a link in any newsletters or emails

49. Include it as news on www.mah.se

50. Ask any partners tolinkto it25

51. Students blogging 26

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54. Negative commentsare not such an issue

55. Positive and negative comments must be acted on Source: Flickr – Miss Miah

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60. Be authentic

61. Actquickly

62. Don’t be afraidtofail

63. Ask yourcommunity for help

65. Figure on 2-3 hours for each post

66. Additionaltime for answeringcomments - Youhavea responsibility as a public authority 33

68. Effortyou’re putting in

69. Referralstowww.mah.se

70. Sharingofyourcontent

71. Links to the blog

72. Student feedback34

75. Whowill be in charge of it and wherewill it be reported? - Whatwillsuccess look like? - Kill or continuereview 35

77. Policy document36 www.edelegationen.se