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blogging Figuringoutwhetherit’s right for you, howtoproducecontent and evaluatesuccess
about.me/johnwedderburn @johnwedderburn Universityusability.wordpress.com John Wedderburn 2
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/
Why? ,[object Object],	- Service 	- Defineyourstaff as thought-leaders ,[object Object],		- Student recruitment 	- Branding ,[object Object],	- Searchengines like goodblogs 4
Blogfailure 5 ,[object Object]
Did not embrace the blog’s multi-media potential
No interactivity
No promotion of the blog, online or offline
Not enoughfreshcontent
No coherent voice”at the outsetwe never reallyestablishedwhy or what wewanted it to be”  Dan Reimold ”10 ReasonsOur Student NewspaperBlogStinks”
Blogstrategy …explainswhyyouhaveblog…and how it deliversyourorganisation’sgoals…
International Office Goals ,[object Object]
Öka antal inresande utbytesstudenter, säkra antalet registrerade av antalet antagna internationella studenter
Öka antal utresande studenter och personal
Förbättra service för internationella studenter7
Bloggoals ,[object Object]
Turnwarmprospectsinto hot prospects
Acquirenew visitorstowww.mah.se
Providea personal face for the international office
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
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’
10 6. Sample posts, and theirheadlines, include……. http://bit.ly/fvps50 Jay Baer ’Lifting the Fog of the Blog’
11
12
Is yourcontentworking? ….in space, no onecanhearyouscream….
14
Basic Checklist - Referring sites - Keywords - Visits Micro-conversions - Clicking on a link - Downloading a brochure - Watching a film - Leaving a comment
Visits 16
Referring sites 17
Keywords 18
Engagement ,[object Object],	- Aretheyconstructive? 	- Areyouansweringthem? ,[object Object]
Subscribers19
Killer content ….write for yourtargetgroup…butdon’tforgetaboutgoogle
21
Killer content ,[object Object]
URL – Include the keywords

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