Ag ITChatter 6-21-11

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  • Tweet Explorer
  • 150 million in US, 41% visit every day.
  • I contend that the investment in Social Media is a cost cutting measure.
  • 5% of our Web traffic is NOT broadband.
  • Market outside of web and social media realms.
  • Tradeshow type promotions.
  • Random social media signs at businesses.
  • Marketshare
  • Start here. *note YouTube closed caption moral and legal obligations in higher education, and the fact that half your viewers split after 1 minute. And editing is time consuming.
  • It doesn’t start out there. It starts at home.
  • Fully Integrated. 4 things going on here. Sharing, Liking, Delivery Mechanisms, and Peer Pressure (friends like it, why don’t you?)
  • A whole lot of sensationalism out there. Lets take a look at what’s really going on.
  • A whole lot of sensationalism out there. Lets take a look at what’s really going on.
  • 600 million FB users. 150 million in US, Texas 11.8 mil -- 5.8m in PA – 3mil Indiana – 2.5 million in Minnesota 41% visit every day.
  • 43 million in US, Slightly older, more well educated crowd. 67% Brand Followers purchase that brand. 52% COME EVERYDAY. Only 7% in high-school so undergraduate education is ambivalent. …and U Ed usually drives rules, and can afford playing it safe more than CE.
  • 104 Million users per month. All ages.
  • It’s happening whether you are there or not. This was on a page started by the students themselves.
  • It’s happening whether you are there or not. This was on a page started by the students themselves.
  • Only 2 of 7 posts are from me.
  • Tweet links to other content, use a human face instead of a logo. Pretty girls work best, however veterinarians like boys (know your audience), follow other units, departments and colleges at your institution, fail fast, fail forward and learn.
  • These sites succeed by you using them. They go out of their way to make them easy and to teach you how to use them.
  • 1. Make your opinion knownPeople like blogs, they like blogs because they are written by people and not corporations. People want to know what people think, crazy as it sounds they want to know what you think. Tell them exactly what you think using the least amount of words possible.2. Link like crazy.Support your post with links to other web pages that are contextual to your post.3. Write LessGive the maximum amount of information with the least amount of words. Time is finite and people are infinitely busy. Blast your knowledge into the reader at the speed of sound.4. 250 is enoughA long post is easier to forget and harder to get into. A short post is the opposite.5. Make Headlines snappyContain your whole argument in your headline. Check out National newspapers to see how they do it.6. Include bullet point listsWe all love lists, it structures the info in an easily digestible format.7. Make your posts easy to scanEvery few paragraphs insert a sub heading. Make sentences and headlines short and to the point.8. Be consistent with your stylePeople like to know what to expect, once you have settled on a style for your audience stick to it.9. Litter the post with Keywords.Think about what keywords people would use to search for your post and include them in the body text and headers. make sure the keyword placement is natural and does not seem out of place.10. Edit your postGood writing is in the editing. Before you hit the submit button, re-read your post and cut out the stuff that you don’t need.
  • YouTube for embedding purposes. Notice the faces, those are my friends, I think “if they like it…” peer pressure marketing.
  • Ag ITChatter 6-21-11

    1. 1. social media Strategy<br />Max Spiegel<br />
    2. 2.
    3. 3. Who are we and why are we here?<br />What is our organizational structure?<br />What is our goal?<br />What is our communication strategy?<br />Who is our audience?<br />What is our message?<br />
    4. 4. What is our purpose?<br />
    5. 5. social media is only A delivery mechanism<br />
    6. 6.
    7. 7. Mission<br />The mission of Penn State’s College of Agricultural Sciences is to discover, integrate, translate, and disseminate knowledge to enhance the food and agricultural system, natural resources and environmental stewardship, and economic and social well-being, thereby improving the lives of people in Pennsylvania, the nation, and the world.<br />
    8. 8. Strategic Initiatives<br /><ul><li>Entrepreneurship
    9. 9. Pest Prediction and Response
    10. 10. Water
    11. 11. Energy
    12. 12. Food, Diet and Health</li></ul>Goals<br /><ul><li>Increase Student Enrollment, Enhance Student Success
    13. 13. Enhance Knowledge Discovery and Translation
    14. 14. Strengthen Communication with and Education of Stakeholders</li></ul>Strategic Challenges/Advantages<br /><ul><li>Identify Priorities
    15. 15. Enhance Collaboration Within and Outside the College
    16. 16. Network Development
    17. 17. Public Education</li></li></ul><li>Land Grant Mission<br /><ul><li>Helping to build a sustainable biobased economy by studying and improving the technologies and practices necessary to convert agricultural crops, by-products, and other biomass into renewable and alternative energy sources
    18. 18. Promoting the conservation of energy and reduction of greenhouse gas footprints
    19. 19. Utilizing a systems-thinking approach to issues of water quality and quantity and their connections to land use; food and energy policies; and economic, social, and political interactions
    20. 20. Helping to create new businesses by teaching students the value of becoming job creators, and providing resources to ensure the success of entrepreneurs
    21. 21. Supporting food systems that improve the quality of life by addressing issues of childhood obesity, food safety, and nutrition and by educating the public about healthier foods and better diet
    22. 22. Providing proactive, innovative, and cost-saving approaches to dealing with pests, pathogens, and infectious diseases
    23. 23. Promoting a better understanding of the relationship between agriculture, forestry, and the environment
    24. 24. Programming to positively influence 170,000 Pennsylvania children annually through Penn State’s 4-H youth development programs</li></li></ul><li>
    25. 25. What is your value?<br /> What sets you apart?<br /> What do others say about you?<br /> What are your successes?<br /> How have you helped customers?<br /> What do you do best?<br />
    26. 26. Setting your goals<br />To inform?<br />To build a community?<br />To gain valuable market research?<br />To reduce customer service costs?<br />To reach a broad audience with a message?<br />To increase student enrollment?<br />To conduct e-commerce?<br />To increase brand awareness?<br />To brand your company?<br />To attract attention?<br />To build trust?<br />To reduce paperwork?<br />To reduce printing and mailing costs?<br />To pre-qualify leads?<br />To recruit new employees?<br />To decrease call volume?<br />
    27. 27. Only 3 True Business Goals<br />Raise Revenue<br />Increase <br />Customer <br />Satisfaction<br />Lower Costs<br />Source: Social Media Metrics, Jim Sterne<br />
    28. 28. Who is your Audience?<br /><ul><li>Prospective students
    29. 29. Prospective faculty
    30. 30. Current students
    31. 31. Alumni & friends
    32. 32. Legislative contacts
    33. 33. Industry partners
    34. 34. General public</li></li></ul><li>Why Social Media?<br /><ul><li>Primary discovery platform
    35. 35. Facebook Page is the first "campus" viewed (Growing Fast)
    36. 36. Cost effective delivery compared to traditional methods
    37. 37. Instant feedback
    38. 38. Two way street
    39. 39. A person is more likely to trust the word of a complete stranger than the company selling the product.
    40. 40. and…</li></li></ul><li>600<br />
    41. 41. 15% bump<br />
    42. 42. What can the Web do for you?<br /><ul><li>Push your content (active, not passive)
    43. 43. Capture your audience
    44. 44. Increase enrollment
    45. 45. Engage your Alumni
    46. 46. Promote Ag Awareness
    47. 47. Communicate to your stakeholders
    48. 48. Promote your research
    49. 49. Highlight your faculty</li></li></ul><li>Public Relations<br />Marketing<br />Customer Service<br />Research<br />
    50. 50.
    51. 51. If You Build It Will They Come?<br />Do we place a yellow page ad then ask what we can do to get people to look at it?<br />People Must Be Looking For It.<br />Search Engine Optimization (SEO)<br />Pay Per Click Advertisement (Google)<br />Internal Ads (Facebook, LinkedIn)<br />Diligence & Patience<br />
    52. 52.
    53. 53.
    54. 54.
    55. 55. Social Media = Web 2.0<br /><ul><li>What is it… really?
    56. 56. What do you use it for?
    57. 57. How does it work?</li></li></ul><li>Web 1.0 vs. Web 2.0<br /><ul><li>Web 1.0
    58. 58. Web as Information
    59. 59. Billboard or Postcard
    60. 60. Web 2.0
    61. 61. Web as Participation
    62. 62. Communication
    63. 63. Information Sharing
    64. 64. Collaboration
    65. 65. Networking</li></li></ul><li>
    66. 66. Web 2.0 Toolsets<br />
    67. 67.
    68. 68.
    69. 69. Sharing<br />
    70. 70. oas-ram 4/22/2008<br />
    71. 71. Facebook<br />???<br />Profit<br />
    72. 72.
    73. 73. 600<br />
    74. 74.
    75. 75. http://www.youtube.com/watch?v=3SuNx0UrnEo<br />
    76. 76.
    77. 77. Reputation Management<br />
    78. 78.
    79. 79. How to Behave<br /><ul><li>Old rules still apply.
    80. 80. Know the room
    81. 81. Look Appropriate
    82. 82. Sound Smart
    83. 83. Observe and Adjust
    84. 84. Make a Connection
    85. 85. Brag Modestly
    86. 86. Be Interesting</li></li></ul><li>
    87. 87. Twitter Good Practices<br /><ul><li>Follow those who you want to follow you
    88. 88. Cross link your efforts
    89. 89. Tweet about a YouTube video you uploaded or the Blog you posted
    90. 90. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
    91. 91. Engage people - ask questions and respond to queries that interest you.
    92. 92. Be humorous - funny Tweets really help to break up the timeline.
    93. 93. Inform - provide useful information and news items.
    94. 94. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
    95. 95. Promote others - “retweet”liberally and highlight good work.
    96. 96. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
    97. 97. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
    98. 98. Search – search.twitter.com has all the answers. What hashtagdo aerospace engineers use? </li></li></ul><li>
    99. 99. Starting a Blog<br />
    100. 100. Writing a Blog<br />Make your opinion known<br />Link like crazy<br />Write less<br />250 Words is enough<br />Make headlines snappy<br />Write with passion<br />Include bullet point lists<br />Edit your post<br />Make your posts easy to scan<br />Be consistent with your style<br />Litter the post with keywords<br />
    101. 101. Managing a Blog<br />Bloggers Code of Conduct<br />Take responsibility not just for your own words, but for the comments you allow on your blog.<br />Label your tolerance level for abusive comments.<br />Consider eliminating anonymous comments.<br />Ignore the trolls.<br />Take the conversation offline, and talk directly, or find an intermediary who can do so.<br />If you know someone who is behaving badly, tell them so.<br />Don't say anything online that you wouldn't say in person.<br />
    102. 102. All together now.<br /><ul><li>Web
    103. 103. Blog
    104. 104. Facebook
    105. 105. Twitter
    106. 106. YouTube
    107. 107. Sharing
    108. 108. Peer Pressure
    109. 109. RSS Feed
    110. 110. Email</li></ul>http://agsci.psu.edu/thinkagain/blog/2010/cellar-market<br />
    111. 111. oas-ram 4/22/2008<br />
    112. 112. Max Spiegel<br />MaxSpiegel@psu.edu<br />http://agsci.psu.edu/directory/mds118<br />Twitter.com/MaxSpiegel<br />LinkedIn.com/in/MaxSpiegel<br />Facebook.com/MaxSpiegel<br />
    113. 113. Helpful Resources<br />Penn State Ag Sciences Web Best Practices and Web Strategy<br />http://agsci.psu.edu/communications/web/best-practices<br />http://agsci.psu.edu/communications/web/strategy<br />Writing for the Web<br />http://www.useit.com/papers/webwriting/<br />Quickstart Guide to Social Media<br />http://www.b2bento.com/infographic-quickstart-guide-to-social-media-for-business/<br />Web and Social Media Industry News and Tips<br />http://mashable.com/<br />

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