Transcript Beyond Maintenance PowerPoint

Beyond Maintenance:
Marketing Your Department or
Office on the Web
October 10, 2008
Web Team
Update
• Get My Story
– Give Us Your Story Contest
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New Graphic Standards
Experts List
Photo Galleries
Pictures in Personnel Lists
Self Checkouts
Calendars
– Central Calendar
Beyond Maintenance:
Marketing Your Department or
Office on the Web
Show, Don’t Tell
Telling
“He was sad.”
Still Telling
“He was despondent.”
Showing
“But after I had got them out and shut the door and turned
off the light it wasn’t any good. It was like saying goodbye to
a statue. After a while I went out and left the hospital and
walked back to the hotel in the rain.”
—Ernest Hemingway, A Farewell to Arms
Telling
IUP is:
• Committed to a high standard of
excellence
• Dedicated to creating
opportunities for students
• Steadfast in support of substantive
faculty and student research
• Proud of our highly successful
alumni as demonstrated through
outcomes
• Enthusiastic about community
partnerships and civic engagement
Showing
http://www.iup.edu/geoscience/news
/
Using News
and Events
Pays Off
• Takes time, but not much
per week
• Big return on investment
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Reinforces Message Pillars
Adds Credibility
Increases Google Findability
Puts you all over the web via
RSS
Credibility
http://credibility.stanford.edu/guideli
nes/
Web Credibility: do people
believe and trust your site?
Guidelines from Stanford:
• Highlight the expertise in
your organization
• Update your site’s content
often
• Make your site easy to use
and useful
Credibility
Highlight the expertise in
your organization
Credibility
Update your site’s content
often
Make your content useful
Google
Findability
(Some of ) what drives a
website’s Google PageRank:
• Frequency of updates
• Keywords on the page
• Where keywords appear on
the page
• Number of inbound links
Google
Findability
Search for “Geoscience Club” puts IUP
at #6. Right after posting, it was #2.
Another update or two could send IUP
back up.
Google Findability and the Long Tail
Volume of Searches for This Term
Most popular searches,
e.g. “prime rate,” “lingerie football”
Most popular searches
Most searches
Search Terms
Google
Findability
Helps give IUP great keywords for long
tail searches.
Being All
over the
Web with
Syndication
We run all the news through some of
our most popular pages.
http://www.iup.edu/campusbulletins/
Being All
over the
Web with
Syndication
We run all the news through some of
our most popular pages.
http://www.iup.edu/inside/
Being All
over the
Web with
Syndication
• Most of our students and
applicants don’t spend
much time at www.iup.edu
• They are on Facebook,
MySpace, etc.
• We reach them with
syndication
Being All
over the
Web with
Syndication
http://en.wikipedia.org/wiki/RSS_(file
_format)
RSS =
Really Simple Syndication
“feed”
“web feed”
Allows other sites and
software to access our
content
Being All
over the
Web with
Syndication
Users click on the RSS icon to
subscribe.
Being All
over the
Web with
Syndication
Approximately 80% of our website
visitors use an RSS-capable browser.
Being All
over the
Web with
Syndication
Once added, the browser alerts you
when there’s new content.
Being All
over the
Web with
Syndication
You can also put RSS feeds on your
iGoogle home page
Being All
over the
Web with
Syndication
Or your My Yahoo! home page
Being All
over the
Web with
Syndication
Or on Facebook
Being All
over the
Web with
Syndication
Or on your phone
Coming Soon:
IUP Daily
Daily e-mail to all faculty and staff
(and
students?)
Promotional Strategies
Announcing an
Achievement
Examples
http://www.iup.edu/newsItem.aspx?i
d=50665
http://www.iup.edu/newsItem.aspx?i
d=50661
http://www.iup.edu/newsItem.aspx?i
d=50111
http://www.iup.edu/newsItem.aspx?i
d=50899
1. Make a news post
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New > Post
Fill in the content
Fill in a summary
Choose categories
Submit
Results
Announcing an
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On
your
news
page
Achievement
• On your home page
• In your news feed
• On News and Events
• Soon: on IUP Daily
• Later: in your news
archive
Writing
Effective
News Posts
http://www.iup.edu/toc.aspx?id=5223
1
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Answer Who, What, When,
Where, Why
Put Most Important Details
First
Put Your News in Context
Make Your Office/Department
Prominent
Explain Your Office/
Department’s Involvement
What’s the News?
Don’t Use News as a Catchall
Promoting a
One-Time
Event
http://www.iup.edu/newsItem.aspx?i
d=49529
http://www.iup.edu/international/eve
nts/default.aspx
1. Make a news post
2. Create a linked calendar
event
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Log in
Work from browser
Get quicklink from library
Fill in details
Use news summary for
long
description
Promoting a
One-Time
Event
Results
1. On your news page &
home page (now & later)
2. On your events calendar
3. On News and Events
(now & later)
4. Soon: on IUP Daily
(now & later)
5. In the archive
Promoting a
Major OneTime Event
http://www.iup.edu/page.aspx?id=50
583
http://www.iup.edu/page.aspx?id=43
933
First news item:
http://www.iup.edu/newsItem.aspx?i
d=49827
News item:
http://www.iup.edu/newsItem.aspx?i
d=50977
http://www.iup.edu/career/events/
1. Add a page or section to
your website
2. Make a news post
3. Create a calendar
event linked to the
page(s)
you created
Promoting a
Major OneTime Event
Results
1. More space to describe &
promote event
2. On your news page &
home page (now & later)
3. On your events calendar
4. On News and Events
(now & later)
5. Soon: on IUP Daily
(now & later)
6. In the archive
Promoting a
Repeating
Event
http://www.iup.edu/newsItem.aspx?i
d=10021
http://www.iup.edu/web/events/defa
ult.aspx?display=list&mDate=1/22/20
08&&displaymod=editworkarea
1. Create a news post
2. Create a repeating
calendar event, linked to
your news post
Promoting a
Series of
Events
1. Add a page or section to
your website
– One page per event
2. Create a linked calendar
event for each event
3. News post about the
series
4. ~1 week before: news
post about each event
Promoting a
Department
Attribute
“Great internship program”
“Great facilities”
1. Create web pages with
background material
2. Look for and post items
showing the attribute in
action (e.g., students
complete film using IUP
video studio)
Old News
http://www.iup.edu/newsItem.aspx?i
d=50569
• Keep it around for at least
18–24 months
• To get it off of your home
page:
– Post more news
– Adjust number of items
visible
– Remove the news feed from
your home page on
metadata tab
Issues with
Our News
and Events
Tools
• They are separate and
sometimes you need to
enter things twice
• You can’t pre-schedule
news posts
– You can write them in
advance, post as needed
Summary
News and Events allow us to:
• Show, not tell our messages
• Increase our online credibility
• Increase our findability via Google
• Put our messages where audiences can see
them
• Use the strategies and tips we’ve shown you
to make best use of our new tools