Why and How… to be Awesome!<br />Web and social media Strategy<br />Max Spiegel<br />
Web and social media Strategy<br />
Web and social media Strategy<br />Max Spiegel<br />
Why the web?<br />Premature question.<br />
Who are we and why are we here?<br />What is our organizational structure?<br />What is our goal?<br />What is our communi...
What is our purpose?<br />
The Web and social media are only delivery mechanisms<br />
Mission<br />The mission of Penn State’s College of Agricultural Sciences is to discover, integrate, translate, and dissem...
Strategic Initiatives<br /><ul><li>Entrepreneurship
Pest Prediction and Response
Water
Energy
Food, Diet and Health</li></ul>Goals<br /><ul><li>Increase Student Enrollment, Enhance Student Success
Enhance Knowledge Discovery and Translation
Strengthen Communication with and Education of Stakeholders</li></ul>Strategic Challenges/Advantages<br /><ul><li>Identify...
Enhance Collaboration Within and Outside the College
Network Development
Public Education</li></li></ul><li>
Why the web?<br /><ul><li>Primary discovery platform
The Web is the first "campus" viewed (43%)
Cost effective delivery compared to traditional methods
Instant feedback
Two way street</li></ul> <br />The Web should be integral to any communications strategy.<br />
Why Social Media?<br /><ul><li>Primary discovery platform
Facebook Page is the first "campus" viewed  (Growing Fast)
Cost effective delivery compared to traditional methods
Instant feedback
Two way street
A person is more likely to trust the word of a complete stranger than the company selling the product.
and…</li></li></ul><li>600<br />
15% bump<br />
What can the Web do for you?<br /><ul><li>Push your content (active, not passive)
Capture your audience
Increase enrollment
Engage your Alumni
Promote Ag Awareness
Communicate to your stakeholders
Promote your research
Highlight your faculty</li></li></ul><li>Public Relations<br />Marketing<br />Customer Service<br />Research<br />
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 ...
Social Media = Web 2.0<br /><ul><li>What is it… really?
What do you use it for?
How does it work?</li></li></ul><li>Web 1.0 vs. Web 2.0<br /><ul><li>Web 1.0
Web as Information
Billboard or Postcard
Web 2.0
Web as Participation
Communication
Information Sharing
Collaboration
Networking</li></li></ul><li>
Web 2.0 Toolsets<br />
Sharing<br />
oas-ram 4/22/2008<br />
Facebook<br />???<br />Profit<br />
600<br />
http://www.youtube.com/watch?v=3SuNx0UrnEo<br />
Questions?<br />
What is your value?<br />	What sets you apart?<br />	What do others say about you?<br />	What are your successes?<br />	Ho...
Setting your goals<br />To inform?<br />To build a community?<br />To gain valuable market research?<br />To reduce custom...
Only 3 True Business Goals<br />Raise Revenue<br />Increase <br />Customer <br />Satisfaction<br />Lower Costs<br />Source...
Who is your Audience?<br /><ul><li>Prospective students
Prospective faculty
Current students
Upcoming SlideShare
Loading in...5
×

NAADA 2011 Web Strategy (PPT)

1,541

Published on

Web and Social Media Strategies: The Why and How... To Be Awesome (Powerpoint version) presented at the NAADA 2011 Annual Conference in Lubbock, TX in June 2011. Thanks to Shelby Thayer for a few slides on metrics.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,541
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
60
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • Introduction. Learned in college in the early 1990s studying Philosophy. HYPERTEXT.
  • 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.
  • 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.
  • Google Analytics
  • 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.
  • Market outside of web and social media realms.
  • Tradeshow type promotions.
  • Random social media signs at businesses.
  • Google Analytics
  • Natural Gas Conference Web Site. 30% of hits from Social Media. Google Analytics.
  • NAADA 2011 Web Strategy (PPT)

    1. 1. Why and How… to be Awesome!<br />Web and social media Strategy<br />Max Spiegel<br />
    2. 2. Web and social media Strategy<br />
    3. 3. Web and social media Strategy<br />Max Spiegel<br />
    4. 4.
    5. 5. Why the web?<br />Premature question.<br />
    6. 6. 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 />
    7. 7. What is our purpose?<br />
    8. 8. The Web and social media are only delivery mechanisms<br />
    9. 9.
    10. 10. 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 />
    11. 11. Strategic Initiatives<br /><ul><li>Entrepreneurship
    12. 12. Pest Prediction and Response
    13. 13. Water
    14. 14. Energy
    15. 15. Food, Diet and Health</li></ul>Goals<br /><ul><li>Increase Student Enrollment, Enhance Student Success
    16. 16. Enhance Knowledge Discovery and Translation
    17. 17. Strengthen Communication with and Education of Stakeholders</li></ul>Strategic Challenges/Advantages<br /><ul><li>Identify Priorities
    18. 18. Enhance Collaboration Within and Outside the College
    19. 19. Network Development
    20. 20. Public Education</li></li></ul><li>
    21. 21. Why the web?<br /><ul><li>Primary discovery platform
    22. 22. The Web is the first "campus" viewed (43%)
    23. 23. Cost effective delivery compared to traditional methods
    24. 24. Instant feedback
    25. 25. Two way street</li></ul> <br />The Web should be integral to any communications strategy.<br />
    26. 26. Why Social Media?<br /><ul><li>Primary discovery platform
    27. 27. Facebook Page is the first "campus" viewed (Growing Fast)
    28. 28. Cost effective delivery compared to traditional methods
    29. 29. Instant feedback
    30. 30. Two way street
    31. 31. A person is more likely to trust the word of a complete stranger than the company selling the product.
    32. 32. and…</li></li></ul><li>600<br />
    33. 33. 15% bump<br />
    34. 34. What can the Web do for you?<br /><ul><li>Push your content (active, not passive)
    35. 35. Capture your audience
    36. 36. Increase enrollment
    37. 37. Engage your Alumni
    38. 38. Promote Ag Awareness
    39. 39. Communicate to your stakeholders
    40. 40. Promote your research
    41. 41. Highlight your faculty</li></li></ul><li>Public Relations<br />Marketing<br />Customer Service<br />Research<br />
    42. 42.
    43. 43. 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 />
    44. 44. Social Media = Web 2.0<br /><ul><li>What is it… really?
    45. 45. What do you use it for?
    46. 46. How does it work?</li></li></ul><li>Web 1.0 vs. Web 2.0<br /><ul><li>Web 1.0
    47. 47. Web as Information
    48. 48. Billboard or Postcard
    49. 49. Web 2.0
    50. 50. Web as Participation
    51. 51. Communication
    52. 52. Information Sharing
    53. 53. Collaboration
    54. 54. Networking</li></li></ul><li>
    55. 55. Web 2.0 Toolsets<br />
    56. 56.
    57. 57.
    58. 58. Sharing<br />
    59. 59. oas-ram 4/22/2008<br />
    60. 60. Facebook<br />???<br />Profit<br />
    61. 61.
    62. 62. 600<br />
    63. 63.
    64. 64. http://www.youtube.com/watch?v=3SuNx0UrnEo<br />
    65. 65. Questions?<br />
    66. 66. 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 />
    67. 67. 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 />
    68. 68. 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 />
    69. 69. Who is your Audience?<br /><ul><li>Prospective students
    70. 70. Prospective faculty
    71. 71. Current students
    72. 72. Alumni & friends
    73. 73. Legislative contacts
    74. 74. Industry partners
    75. 75. General public</li></li></ul><li>How will you measure your performance? <br /><ul><li>Traffic Metrics
    76. 76. Google Analytics
    77. 77. Transaction Metrics
    78. 78. Conversion Tracking
    79. 79. Organizational Metrics
    80. 80. The Books</li></li></ul><li>
    81. 81. Reputation Management<br />
    82. 82.
    83. 83. How to Behave<br /><ul><li>Old rules still apply.
    84. 84. Know the room
    85. 85. Look Appropriate
    86. 86. Sound Smart
    87. 87. Observe and Adjust
    88. 88. Make a Connection
    89. 89. Brag Modestly
    90. 90. Be Interesting</li></li></ul><li>
    91. 91. Twitter Good Practices<br /><ul><li>Follow those who you want to follow you
    92. 92. Cross link your efforts
    93. 93. Tweet about a YouTube video you uploaded or the Blog you posted
    94. 94. Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
    95. 95. Engage people - ask questions and respond to queries that interest you.
    96. 96. Be humorous - funny Tweets really help to break up the timeline.
    97. 97. Inform - provide useful information and news items.
    98. 98. Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
    99. 99. Promote others - “retweet”liberally and highlight good work.
    100. 100. Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
    101. 101. Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
    102. 102. Search – search.twitter.com has all the answers. What hashtagdo aerospace engineers use? </li></li></ul><li>
    103. 103. Starting a Blog<br />
    104. 104. 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 />
    105. 105. 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 />
    106. 106. Measuring Blogs<br /><ul><li> RSS click-throughs
    107. 107. # of subscribers
    108. 108. # of comments</li></ul>Use Feedburner for RSS – integrates automatically with Google Analytics.<br />
    109. 109. Feedburner Stats<br />
    110. 110. oas-ram 4/22/2008<br />
    111. 111. All together now.<br /><ul><li>Web
    112. 112. Blog
    113. 113. Facebook
    114. 114. Twitter
    115. 115. YouTube
    116. 116. Sharing
    117. 117. Peer Pressure
    118. 118. RSS Feed
    119. 119. Email</li></ul>http://agsci.psu.edu/thinkagain/blog/2010/cellar-market<br />
    120. 120. 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 />Cross promotion (don’t be afraid to take it offline)<br />Search Engine Optimization (SEO)<br />Pay Per Click Advertisement (Google)<br />Internal Ads (Facebook, YouTube)<br />Diligence & Patience<br />
    121. 121.
    122. 122.
    123. 123.
    124. 124. How will you measure your performance? <br /><ul><li>Traffic Metrics
    125. 125. Google Analytics
    126. 126. Transaction Metrics
    127. 127. Conversion Tracking
    128. 128. Organizational Metrics
    129. 129. The Books</li></li></ul><li>Traffic Metrics<br /><ul><li>How many people are visiting your site?
    130. 130. Where are they coming from?
    131. 131. What sites are linking and bringing traffic to your website?
    132. 132. What keywords do visitors use in the search engines to find your site?
    133. 133. How long are they staying in your site?</li></li></ul><li>PageviewsFrom Social Media<br />30%<br />
    134. 134. Many ways to measure social media<br /><ul><li>Fans
    135. 135. Followers
    136. 136. Friends
    137. 137. Growth rate
    138. 138. Rate of virality
    139. 139. Change of virality rates over time
    140. 140. Embeds/installs
    141. 141. Downloads
    142. 142. Uploads
    143. 143. User-initiated views (videos)
    144. 144. Ratio of embeds to views
    145. 145. Likes/favorites
    146. 146. Comments
    147. 147. Ratings
    148. 148. Social bookmarks
    149. 149. Subscriptions
    150. 150. Pageviews
    151. 151. % of videos viewed
    152. 152. Polls taken/votes received
    153. 153. Brand association
    154. 154. Exposures of virtual gifts given
    155. 155. Relative popularity of content
    156. 156. Tags added
    157. 157. Content shared
    158. 158. # of user-generated submissions </li></ul>Source: Social Media Metrics, Jim Sterne<br />
    159. 159. A silver bullet doesn't exist.<br />There is no one metric, one tool, one awesome, ridiculous app that we can use. <br />It doesn't exist.<br />Most social media analytics is manual.<br />
    160. 160. Many ways to measure social media<br />
    161. 161.
    162. 162. Social Media Performance Indicators<br />Increase brand awareness:<br /><ul><li># of brand mentions (# of positive brand mentions)
    163. 163. # of “likes” of school/unit Facebook page/new followers
    164. 164. # of new traffic to website from social media sources</li></ul>Increase student enrollment<br /><ul><li>New click-throughs from social media sources
    165. 165. % conversions from social media referrers
    166. 166. % increase in student enrollment</li></ul>Decrease helpdesk call volume<br /><ul><li># subscribers
    167. 167. % volume decrease
    168. 168. % tickets resolved using social media</li></li></ul><li>Monitoring - Sentiment<br />
    169. 169. Transaction Metrics<br />Online Food Safety Class Google Ad<br /><ul><li>1,508 clicks on 168,581 views for a cost-per-click of $0.27 and a total expense of $398.28. 
    170. 170. The ads directly caused a 668% increase in web visits
    171. 171. 79% of the Web traffic was from the ads.
    172. 172. 44 people clicked the "Register Now" button
    173. 173. 400% increase in enrollment. </li></li></ul><li>Organizational metrics<br /><ul><li>Increase in prospects
    174. 174. Increase in average consumer satisfaction
    175. 175. Decreased support calls
    176. 176. More enrollment
    177. 177. Increased newsletter subscriptions or completed surveys</li></li></ul><li>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 />
    178. 178. 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 />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×