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Building Online Comm

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Tim O'Keeffe discusses how Colgate University is building online communities through their website to position the university. This involves creating a consistent online presence across multiple outlets, building community through tools like news blogs, videos and photos on sites like Flickr, and increasing interactivity through comments and sharing content. The goal is to engage different levels of audiences, from disengaged to engaged, and better define the Colgate brand through their digital presence.

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Building Online Communities How best to use the web for positioning your university Tim OKeeffe, director of web content, Colgate University
Higher Ed Long Tail Its not about reaching every body, its about building, keeping relationships with some body Its not just about facebook or myspace.com Its a consistent online presence with a consistent message through multiple outlets Its building community
We Dont Control the Message Actually, we never did, but it was a nice thought Being true to brand -- the Colgate experience -- in our communications is highly important Authoritative voice has been weakened
Change in Voice authoritative community-based
A Colgate Presence
Because we know this is up there
Defining your Brand Positioning initiative to better define the brand and create a clear image/identity What is the promise you make with constituents? How does your website keep that promise?
The Colgate Story Website is a major piece of communications effort to answer the question: What is Colgate? Smart Fun Gutsy Driven Irrepressible
Tools to Use News blog Flash videos flickr photos Podcasts Webcams Screensaver
News Blog
Opening Things Up Build community through comments Raise profile of stories Categorize stories to better utilize RSS Better promote photos, videos Signed up March 7, launched Oct. 16 Hosted by outside vendor (LivingDot)
Interactivity 92 stories posted 131 comments
Blog Comments JJ Hackett I was in London two years ago with Jason and I completely sympathize with Jeremy's pain: I ate pasta the whole time and I still came home with $64 to my name. He's right though, the experience is absolutely priceless.
More Thanks for the comments! There was, as you can imagine, a lot of discussion on campus, including in the Environmental Council, about the Environmental Sustainability Report Card. While I agree that the D+ grade was somewhat embarrassing, in my opinion their methodology was pretty bad. In particular, they gave what I think is too much weight to colleges' endowment policies and to the particulars of colleges' official statements about sustainability
Feeding the Beasts Homepage Alumni site my.Colgate.edu portal RSS module as part of CMS Interactive screensaver Personal pages like iGoogle, netvibes, MyYahoo Feedburner allows for automated e-mail widget that highlights stories FeedBlitz sends e-mail updates of news stories mail (103 subscribers)
Collecting Content
油
Photos on flickr
Flickr Pix and Sets our lawyers say this is directory information, and were not violating ferpa. students sign an opt out form that doc has never been an issue
Pointing to flickr slide.com slideshow through flickr
Video Project
Extend the Long Tail
Extend it Some More
Making It Happen Content delivery network (OnStream) Team of student videographers, paid by IT Digital media director attends weekly news meetings Utilize assets in as many ways as possible Build traction among administrators more than 6,000 downloads in month of february. just on the cdn
Video In Demand berkely getting thousands of views of lectures. ball state oops section
Colgate Conversations
On iTunes Alumni, faculty featured in 27 episodes Difficult analytics, but log files show anywhere from 30 to 600 downloads per day Steady growth New writers series
2.0
Webcams
Cam Comments These web cams comprise a great asset for alums and prospective students ... I like the one at the Coop looking at Ho as you get a lot of activity on nice days Great, I enjoy "experiencing" just a little of my daughter's college life. the web cam looking at Ho from Oak Drive needs its window cleaned, thanks working now - thanks, where is the snow????? As a "freshman mom" I love seeing what the weather is like up there. Of course a fun idea is to have a Happy Birthday cam so students can wave on the special day back home.
Interactive Screensaver
On your own? IT support or an outside vendor Movable Type, WordPress, Drupal, TypePad Axis 211 network webcam Create a flickr account in minutes Upload videos through YouTube, others webcam cost $629 our movable type is $29 typepad is $15 wordpress free drupal free
Disengaged Aware Responsive Engaged We need to move people
Use online tools to move people And make it work with your overall communications strategy
Building Online Communities How best to use the web for positioning your university Tim OKeeffe, director of web content, Colgate University

More Related Content

Building Online Comm

  • 1. Building Online Communities How best to use the web for positioning your university Tim OKeeffe, director of web content, Colgate University
  • 2. Higher Ed Long Tail Its not about reaching every body, its about building, keeping relationships with some body Its not just about facebook or myspace.com Its a consistent online presence with a consistent message through multiple outlets Its building community
  • 3. We Dont Control the Message Actually, we never did, but it was a nice thought Being true to brand -- the Colgate experience -- in our communications is highly important Authoritative voice has been weakened
  • 4. Change in Voice authoritative community-based
  • 6. Because we know this is up there
  • 7. Defining your Brand Positioning initiative to better define the brand and create a clear image/identity What is the promise you make with constituents? How does your website keep that promise?
  • 8. The Colgate Story Website is a major piece of communications effort to answer the question: What is Colgate? Smart Fun Gutsy Driven Irrepressible
  • 9. Tools to Use News blog Flash videos flickr photos Podcasts Webcams Screensaver
  • 11. Opening Things Up Build community through comments Raise profile of stories Categorize stories to better utilize RSS Better promote photos, videos Signed up March 7, launched Oct. 16 Hosted by outside vendor (LivingDot)
  • 12. Interactivity 92 stories posted 131 comments
  • 13. Blog Comments JJ Hackett I was in London two years ago with Jason and I completely sympathize with Jeremy's pain: I ate pasta the whole time and I still came home with $64 to my name. He's right though, the experience is absolutely priceless.
  • 14. More Thanks for the comments! There was, as you can imagine, a lot of discussion on campus, including in the Environmental Council, about the Environmental Sustainability Report Card. While I agree that the D+ grade was somewhat embarrassing, in my opinion their methodology was pretty bad. In particular, they gave what I think is too much weight to colleges' endowment policies and to the particulars of colleges' official statements about sustainability
  • 15. Feeding the Beasts Homepage Alumni site my.Colgate.edu portal RSS module as part of CMS Interactive screensaver Personal pages like iGoogle, netvibes, MyYahoo Feedburner allows for automated e-mail widget that highlights stories FeedBlitz sends e-mail updates of news stories mail (103 subscribers)
  • 17. 油
  • 19. Flickr Pix and Sets our lawyers say this is directory information, and were not violating ferpa. students sign an opt out form that doc has never been an issue
  • 20. Pointing to flickr slide.com slideshow through flickr
  • 24. Making It Happen Content delivery network (OnStream) Team of student videographers, paid by IT Digital media director attends weekly news meetings Utilize assets in as many ways as possible Build traction among administrators more than 6,000 downloads in month of february. just on the cdn
  • 25. Video In Demand berkely getting thousands of views of lectures. ball state oops section
  • 27. On iTunes Alumni, faculty featured in 27 episodes Difficult analytics, but log files show anywhere from 30 to 600 downloads per day Steady growth New writers series
  • 28. 2.0
  • 30. Cam Comments These web cams comprise a great asset for alums and prospective students ... I like the one at the Coop looking at Ho as you get a lot of activity on nice days Great, I enjoy "experiencing" just a little of my daughter's college life. the web cam looking at Ho from Oak Drive needs its window cleaned, thanks working now - thanks, where is the snow????? As a "freshman mom" I love seeing what the weather is like up there. Of course a fun idea is to have a Happy Birthday cam so students can wave on the special day back home.
  • 32. On your own? IT support or an outside vendor Movable Type, WordPress, Drupal, TypePad Axis 211 network webcam Create a flickr account in minutes Upload videos through YouTube, others webcam cost $629 our movable type is $29 typepad is $15 wordpress free drupal free
  • 33. Disengaged Aware Responsive Engaged We need to move people
  • 34. Use online tools to move people And make it work with your overall communications strategy
  • 35. Building Online Communities How best to use the web for positioning your university Tim OKeeffe, director of web content, Colgate University