Post on 07-Jul-2015
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Institute for Shipboard Education – Content Workshop
Institute for Shipboard Education – Content Workshop
“Today I am convinced that the only thing that saved those 1,268 people in my hotel was words. Not the liquor, not money, not the UN. Just ordinary words directed against the darkness.” - Paul Rusesabagina, An Ordinary Man
What’s A Blog?(And does the world need another one?)
Institute for Shipboard Education – Content Workshop
What’s A Blog?(And does the world need another one?)
“A regularly updated website wherein texts or articles of one or more authors are shown in a reverse-chronological order, meaning the first one is the latest one. Authors reserve the right to post works they consider pertinent.”
- MasterBase, Delivering eMarketing Results
Institute for Shipboard Education – Content Workshop
Yes. The (Study Abroad) World Needs This Blog.
Institute for Shipboard Education – Content Workshop
Yes. The (Study Abroad) World Needs This Blog.
•So we can demonstrate our expertise in the field
Institute for Shipboard Education – Content Workshop
Yes. The (Study Abroad) World Needs This Blog.
•So we can demonstrate our expertise in the field•So people can find answers when they are looking
Institute for Shipboard Education – Content Workshop
%
How Much Do Blogs Affect Your Purchase Decisions?
Institute for Shipboard Education – Content Workshop
Research by Dan Zarrella of Hubspot, Inc.
%
Institute for Shipboard Education – Content Workshop
Research by Dan Zarrella of Hubspot, Inc.
5%They Don’t
How Much Do Blogs Affect Your Purchase Decisions?
%
Institute for Shipboard Education – Content Workshop
Research by Dan Zarrella of Hubspot, Inc.
20%Very Little
How Much Do Blogs Affect Your Purchase Decisions?
%
Institute for Shipboard Education – Content Workshop
60%Somewhat
How Much Do Blogs Affect Your Purchase Decisions?
Research by Dan Zarrella of Hubspot, Inc.
%
Institute for Shipboard Education – Content Workshop
Research by Dan Zarrella of Hubspot, Inc.
How Much Do Blogs Affect Your Purchase Decisions?
15%Very Much
%
Institute for Shipboard Education – Content Workshop
75%Influenced by blogs
We’re writing to them.
Research by Dan Zarrella of Hubspot, Inc.
How Much Do Blogs Affect Your Purchase Decisions?
%
Institute for Shipboard Education – Content Workshop
16,465 Facebook fans
A Little Social Math
3,230 Twitter followers
%
Institute for Shipboard Education – Content Workshop
A Little Social Math
16,465 Facebook fans•Average person has 130 friends on Facebook
3,230 Twitter followers•Average person has 126 followers
%
Institute for Shipboard Education – Content Workshop
16,465 Facebook fans•Average person has 130 friends on Facebook•Potential for 1,870,700 impressions
A Little Social Math
3,230 Twitter followers•Average person has 126 followers•Potential for 332,640 impressions
%
Institute for Shipboard Education – Content Workshop
16,465 Facebook fans•Average person has 130 friends on Facebook•Potential for 2,143,450 impressions
A Little Social Math
3,230 Twitter followers•Average person has 126 followers•Potential for 406,980 impressions
• 2,550,430 potential impressions per post
%
Institute for Shipboard Education – Content Workshop
14,390 Facebook fans•Average person has 130 friends on Facebook•Potential for 2,143,450 impressions
A Little Social Math
2,640 Twitter followers•Average person has 126 followers•Potential for 406,980 impressions
• 2,550,430 potential impressions per post
• 75% = 1,912,823
%
Institute for Shipboard Education – Content Workshop
14,390 Facebook fans•Average person has 130 friends on Facebook•Potential for 2,143,450 impressions
A Little Social Math
2,640 Twitter followers•Average person has 126 followers•Potential for 406,980 impressions
• 2,550,430 potential impressions per post
• 75% = 1,912,823• That would fill the
ship a few times
Institute for Shipboard Education – Content Workshop
But Why Are We Here Today?
Institute for Shipboard Education – Content Workshop
“When we plan for the time to do content right, we can actually produce quality content that’s meaningful to our audiences. For any organization, that would be an immediate online competitive advantage.”
- Kristina Halvorson, Content Strategy for the Web
Institute for Shipboard Education – Content Workshop
What makes for a good blog?
Institute for Shipboard Education – Content Workshop
What makes for a good blog?•You remember what you read for more than five minutes
Institute for Shipboard Education – Content Workshop
What makes for a good blog?•You remember what you read for more than 5 minutes•It makes a lasting impression
Institute for Shipboard Education – Content Workshop
What makes for a good blog?•You remember what you read for more than five minutes•It makes a lasting impression•It engages your imagination or emotions
Institute for Shipboard Education – Content Workshop
What makes for a good blog?•You remember what you read for more than five minutes•It makes a lasting impression•It engages your imagination or emotions•Information wrapped in stories
Institute for Shipboard Education – Content Workshop
“How do we do that?”
Institute for Shipboard Education – Content Workshop
By giving them what they want
Institute for Shipboard Education – Content Workshop
“Web content is worthless unless it supports a key business objective or a customer in completing a task.”- Kristina Halvorson, Content Strategy for the Web
Institute for Shipboard Education – Content Workshop
So how do we know what they want?
Institute for Shipboard Education – Content Workshop
• Facebook fans ask a lot of questions
Institute for Shipboard Education – Content Workshop
• Facebook fans ask a lot of questions• People ask Google a lot of questions
Institute for Shipboard Education – Content Workshop
Make their choices easy
Institute for Shipboard Education – Content Workshop
Make their choices easy•People looking for answers, not our blog
Institute for Shipboard Education – Content Workshop
Make their choices easy•People looking for answers, not our blog•Use keywords in headlines
Institute for Shipboard Education – Content Workshop
Make their choices easy•People looking for answers, not our blog•Use keywords in headlines•Use descriptive text in a post
Institute for Shipboard Education – Content Workshop
Use Words That Smell Good
Institute for Shipboard Education – Content Workshop
Information Scent TheoryPeople hunt for words like hounds seek foxes and bees seek pollen.
Institute for Shipboard Education – Content Workshop
Keyword Time
Institute for Shipboard Education – Content Workshop
Write “Visually”
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How To Write Visually
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell•Emphasis on grammar & spelling
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell•Emphasis on grammar & spelling•Use headings & subheadings
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell•Emphasis on grammar & spelling•Use headings & subheadings•Use icons or pictures relevant to subject
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell•Emphasis on grammar & spelling•Use headings & subheadings•Use icons or pictures relevant to subject•Use lists; not paragraphs hiding lists
The Center for K-12 Education develops and delivers post-service programs for teachers and school administrators. Working closely with the Curry School of Education, TEMPO Reading Outreach, Mathematics Outreach, and the Virginia Department of Educaiton, the center provides a broad range of programming offered through our regional academic centers or on-site at school divisions around Virginia. These include courses, conferences, degree programs, endorsements, licensure programs, and workshops.
Institute for Shipboard Education – Content Workshop
How To Write Visually•Shorter sentences & paragraphs•Show don’t tell•Emphasis on grammar & spelling•Use headings & subheadings•Use icons or pictures relevant to subject•Use lists; not paragraphs hiding lists
The Center for K-12 Education develops and delivers post-service programs for teachers and school administrators.
Education Partners include:•The Curry School of Education•TEMPO Reading Outreach•Mathematics Outreach•Virginia Department of Education
The center provides a broad range of programming at regional academic centers or on-site school divisions.
Programming includes:•Courses•Conferences•Degree programs•Endorsements•Licensure programs•Workshops.
Institute for Shipboard Education – Content Workshop
Be Memorable
Institute for Shipboard Education – Content Workshop
Have A Different Perspective
Institute for Shipboard Education – Content Workshop
Use Stories To Explain Scenarios
Institute for Shipboard Education – Content Workshop
Be Conversational
Institute for Shipboard Education – Content Workshop
Your Chance to Win!
Institute for Shipboard Education – Content Workshop
We say it all the time:•EVERYONE here is critical to the successful operation of the Institute
•Remember this, it’s going to be very important in about 2 seconds
Institute for Shipboard Education – Content Workshop
The ISE Voyages Blog Launch Contest•May 2-6, 2011
•Teams divided up by department, so everyone’s efforts matter
Institute for Shipboard Education – Content Workshop
How the contest works:
Institute for Shipboard Education – Content Workshop
How the contest works:•EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
Institute for Shipboard Education – Content Workshop
How the contest works:•EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
•EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
Institute for Shipboard Education – Content Workshop
How the contest works:•EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
•EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
•The department with the highest percentage of participation for the week wins
Institute for Shipboard Education – Content Workshop
How the contest works:•EVERYONE writes 5 complete* blog posts about your role here at ISE & submits them to me by 1PM each day
•EVERYONE promotes your department’s posts each day using the links & updates I’ll provide (all you’ll have to do is cut & paste)
•The department with the highest percentage of participation for the week wins
•If one or more departments tie – the winner will be determined by the amount of traffic you drive to the blog
Institute for Shipboard Education – Content Workshop
*A COMPLETE BLOG POST
Image: (feel free to snap your own or search creative commons on flickr)
Title: Body:
Description: (a couple of relevant sentences with keywords that describe your post) Keywords/Tags: (list the keywords/phrases that someone might be searching for that would return your post on Google)
Institute for Shipboard Education – Content Workshop
Tips on starting. And finishing.
Institute for Shipboard Education – Content Workshop
What do I write about?:•That list of keywords you jotted down should provide a bunch of jump off points
How long do these have to be?:•Not long. No more than 500 words, but don’t feel like they all even have to be that long. Just complete a thought.•If you go longer than 500 words, you’ve probably got 2 posts. Lucky you!
Start now:•Write them all at once. But don’t send them to me all at once. On Friday. At 4:30.•Don’t worry about your writing (maybe just a little), just write. Revise before you send.
Institute for Shipboard Education – Content Workshop
You better make this worth my while, Perks!
Institute for Shipboard Education – Content Workshop
Your Reward
Institute for Shipboard Education – Content Workshop
Your Reward•The winning department gets lunch together at the Boars Head